How can you ensure that your plumbing business appears in local search results whenever people turn to Google to find local plumbers?
If your business isn’t showing up, you’re missing out on valuable opportunities. That’s why we’ve created this comprehensive guide to help you navigate the world of SEO for plumbers. From the basics to advanced techniques, we’ll show you how to boost your online visibility.
Why SEO Matters for Plumbers
Search Engine Optimisation (SEO) helps you connect with potential customers who are actively searching for plumbing services online. With a focus on plumber marketing through SEO, you can increase your visibility on search engines like Google, reaching more local customers in need of your services.
DIY Plumbing SEO: Can You Do It?
Yes, you can! The basics of SEO are pretty straightforward.
While you might need professional help with advanced techniques like link building and technical fixes, you can significantly improve your online visibility on your own.
Chapter 1: Optimising Your Google Business Profile
When people search for local services using phrases like “plumbing nearby” or “residential plumbers near me,” Google usually provides two types of search results:
- Map Pack Results: These are the business listings, complete with ratings, location & business hours, that appear on a map at the top of the Google search results.
- Regular Organic Results: These are the standard search results: links and meta descriptions listed below the map.
To get featured in the map pack, you must claim and optimise your Google Business Profile. Here’s how to do it:
A Step-by-Step Guide to Optimising Your Google Business Profile
- Claim Your Business Profile
- Add or claim your business through Google Maps following their detailed instructions.
- Select the most relevant category for your services. While “Plumber” is generally a good choice, you might want to pick specific categories if you have a specialty.
- Define the areas you serve, ensuring the boundaries align with Google’s guidelines, typically within two hours of driving time from your base.
- Include your business hours, phone number, website, and photos of completed plumbing jobs.
- List your services clearly to inform potential customers about your offerings.
- Get Listed in Directories
- Submit your business information to major data aggregators like Foursquare to appear in numerous directories.
- Ensure your business is listed in significant directories, such as Apple Maps, Yelp, Yellow Pages, Bing Places, Facebook, etc.
- Use tools like Ahrefs’ Site Explorer to find local and industry-specific directories that link to your competitors but not to you. Getting listed in these directories can boost your local SEO.
- Get More Reviews
- Use Google’s Business Profile Manager to build a review link you can share with satisfied customers.
- Turn your review link into a QR code and print it on your business cards.
- Call previous customers to ask for reviews.
- Add the review link to your website.
Chapter 2: Keyword Research
Organic search remains the primary traffic source for all websites. While showing up in the map pack delivers excellent results, most of your customers will click on regular organic search links. To attract these clicks, you must optimise your website for relevant keywords.
The Two-Step Keyword Research Process
- Identify Service and Industry Keywords
- Start by listing all the services you offer, such as drain unblocking, boiler repair, tap repair, toilet installation, etc.
- Enter your list into Ahrefs’ Keywords Explorer, pick your country, and review the Matching Terms report. Add “near me” to the filter to find related local searches like “sewer drain cleaning near me.” Finally, add any relevant missed services to your list.
- Prioritise creating pages for services that have the highest search volumes.
- Assign Keywords to Pages
- Most service keywords need their dedicated pages. However, if Google shows similar results for certain keywords, group them together.
- For instance, “drain cleaning near me” and “drain pipe unblocking services nearby” bring up nearly identical results. In such cases, create one comprehensive page.
Chapter 3: Content Creation
Identifying the right keywords is only the beginning. The next step is creating web pages that target these keywords effectively.
Service Pages
Every primary service you offer deserves a page. This approach makes it easier for potential customers to find exactly what they need. Here’s a structured guide to get you started:
- Clarity: Explain how your service addresses common issues. This helps visitors quickly determine if you’re the right fit for their needs.
- Confidence: Build trust by showcasing reviews, accreditations, and unique selling points.
- Contact: Provide clear, easy-to-find contact information, including phone numbers and email addresses.
About Page
An “About” page is crucial, even if plumbing SEO isn’t your main focus. It’s the perfect place to highlight your expertise, authority, and trustworthiness (E-A-T). Here’s how to craft an effective “About” page:
- Business Story: Share the origins of your business. How did you start, and what drives you?
- Experience: Highlight your tenure in the plumbing industry. Experience builds trust.
- Certifications and Accreditations: List any relevant qualifications and industry certifications.
- Insurance and Licensing: Mention your insurance and licences to assure customers of your professionalism.
- Customer Reviews: Feature testimonials from satisfied customers. Positive feedback can be persuasive.
Location Page
If you serve multiple areas, list these locations on a dedicated page. While individual pages for each location can be beneficial for SEO, a single comprehensive page will work for most plumbers. List all the areas you cover to help potential customers know if they’re within your service range.
Chapter 4: On-Page SEO
Creating pages for your services is essential, but enhancing their on-page elements can significantly boost their performance on search results.
Title Tags:
- Keep them clear and relevant.
- For service pages, include the service and your business name, such as “Drain Cleaning | [Your Business Name].”
- For location-specific pages, add the location, for instance, “Plumber in Wollongong| [Your Business Name].”
Meta Descriptions:
- Craft a brief, engaging summary of the service.
An example might be, “Facing drainage problems? Josh’s Plumbing Company offers 24/7 solutions for all your drainage issues.” - Keep the meta description within 160 characters to ensure it displays fully in search results.
Clear and Descriptive URL Slugs
A URL slug (also known as website slug) is the latter part of a page’s URL address.
- For example, the article you’re reading now has a URL that looks like this: https://cantydigital.com.au/seo-for-plumbers-a-guide
- The URL slug is “seo-for-plumbers-a-guide.”
You should use short, descriptive and clear URL slugs to give searchers an instant understanding of the page’s content.
Chapter 5: Technical SEO
Having well-optimised pages is essential, but it’s all for nothing if Google can’t find and index them. That’s where technical SEO comes into play.
Plan Your Site Structure
Your site structure helps Google and visitors navigate your plumbing company’s website. Organise your website with a solid structure:
- Homepage: The central hub of your site.
- Service Pages: Separate pages for each primary service.
- About Page: A page dedicated to your company’s story and credentials.
- Location Page: If you serve multiple areas, list them here.
Feel free to create internal links between related pages. For example, if you offer drain cleaning services in only certain areas, list and link these locations on the drain cleaning service page.
Use HTTPS
HTTPS is a secure protocol that protects data exchanged between your website and its visitors. To check if your site uses HTTPS, look for a lock icon in the address bar. If it’s not there, ask your webmaster to switch your site to HTTPS.
Monitor Your SEO Health
Your plumbing website’s SEO health impacts its rankings. Issues like “noindex” tags can prevent your pages from appearing in search results.
Use tools like Ahrefs Webmaster Tools (AWT) to monitor your site. Start by checking your Health Score in AWT. This metric offers a top-level overview of your plumbing website’s technical SEO health. If the score isn’t great, investigate the reports to identify and fix the problems.
Chapter 6: Link Building
SEO for plumbers isn’t complete without talking about backlinks.
Backlinks are one of Google’s strongest ranking factors. A study by Semrush found that over 50% of qualified sites without at least one backlink fail to reach the first page of Google.
Generally, the more high-quality backlinks you have, the better your rankings and search traffic. Here are a few effective link-building strategies:
- Guest Blogging: Write posts for other websites to gain exposure and backlinks.
- HARO (Help A Reporter Out): HARO connects sources with journalists. Sign up as a source and respond to relevant journalist questions to earn backlinks from media mentions.
- Replicate Competitors’ Links: Analyse your top competitors’ backlinks to identify and replicate high-quality links.
- Reclaim Lost Links: Websites often delete or move pages. Find and redirect broken pages with valuable backlinks to their new locations.
Chapter 7: SEO Content Marketing
Another effective way to attract traffic is through helpful content. To enhance your website traffic, start by creating and ranking blog posts that directly address your customers’ most pressing questions. This approach not only boosts engagement but also establishes your authority in the industry.
- Find Proven Topics – Use keyword research to identify questions people are actively searching for. Focus on discovering low-difficulty topics that align with your services.
- Publish Optimised Blog Posts
- Write content that matches what people are looking for.
- Use images, lists, and subheadings to make content easy to digest.
- Craft compelling titles that grab attention.
- Keep URLs short and relevant.
- Get Links to Your Content – Promote your blog posts to attract backlinks through outreach, guest blogging, and leveraging social media.
Track SEO Progress & Keep Learning
Besides implementing these strategies, tracking your progress and continually learning are key components of effective plumbing SEO. Use tools like Google Analytics and Ahrefs to monitor your website’s performance, traffic, and rankings.
SEO is a continuous effort that requires regular monitoring and adjustments. So, stay committed to these practices and informed about the latest trends and techniques in the industry.
Need Help With SEO?
If you’re feeling overwhelmed by implementing SEO for plumbers, we’re here to help. Our team of SEO experts will handle all the technical details, allowing you to focus on what you do best—providing excellent plumbing services.
Ready to Boost Your Online Presence?
Contact us today and let us ensure your plumbing business stands out online.
