With most customers booking online, having a solid online presence is essential for any business, including plumbing services.
A solid SEO strategy can help your plumbing business rank higher in search engine results, attracting more customers.
This guide will cover essential digital marketing for plumbers. We will also cover local SEO and how to optimise your Google My Business account.
If you need marketing ideas for plumbers, keep reading and discover the best SEO practices for plumbers.
Understanding SEO to improve your business
SEO, or Search Engine Optimization, enhances your website to improve its visibility on search engines like Google.
When your site ranks higher in search results, it's more likely to attract potential customers.
If someone searches for "leak detection Perth" and your website is in the top 3 results, they are likely to click on it, which increases the chance of them becoming a customer.
Why SEO Matters
Increased Visibility: Higher rankings mean more visibility. People searching for local plumbers services are more likely to find your business.
Cost-Effective Marketing: SEO is one of the most cost-effective marketing strategies. Unlike paid ads, organic search results do not require ongoing payments.
Builds Trust and Credibility: Websites that rank higher are often perceived as more credible and trustworthy.
Keyword Research
Keyword research is the foundation of any successful SEO strategy. It involves identifying potential customers' words when searching for plumbing services.
For example, some popular keywords include -
Leak detection Perth
Water Leak Detection Perth
Blocked drains Perth
Drain repairs Perth
These are just a few examples of popular keywords for plumbers. There are many more to target across different services.
Steps for Effective Keyword Research
Brainstorm Keywords: Start with a list of essential plumbing keywords, such as "emergency plumber," "leak detection," or "blocked drains." We recommend listing commercial and transactional keywords to target service pages. Then, a list of informational keywords to target blogs.
Use Keyword Tools: Tools like Google Keyword Planner, Ahrefs, or SEMrush are great for keyword research. Use the tools to find relevant keywords and analyse their search volumes. We recommend storing all these in Google Sheets. It's a free tool; you can add a filter to organise keywords by volume.
Analyse Competitors: Look at what keywords your competitors are targeting. This can provide insights and reveal gaps you can exploit. For example, with a paid Semrush account, you can see what keywords your competitors are targeting. Drive traffic to your website and dominate the plumbing industry.
On-Page SEO
On-page SEO refers to optimising individual pages on your website to rank higher and earn more relevant traffic. This is where you take your keywords and sprinkle them through your content. Here are some key elements:
Title Tags and Meta Descriptions
Title Tags: This is the title tag that Googlers see when they click on your link. Ensure each page has a unique and descriptive title tag that includes your primary keyword. An example of a title tag for leak detection would be "Leak Detection Services, Perth."
Meta Descriptions: This is the little description under your title tag. Write compelling meta descriptions that briefly overview the page content and include relevant keywords.
This is an example of a meta description: "Leak Detection Perth. We locate and repair Water and gas Leaks. Perth's top leak detection plumber. Prompt, Transparent Pricing, Satisfaction Guaranteed."
Header Tags
Use header tags (H1, H2, H3) to structure your content. Your primary keyword should be in the H1 tag, while subheadings (H2, H3) can include related keywords. Get the keywords from the Google Sheets list you made before writing your content. Optimising your header tags is not too late if you've already written the content.
Content Optimisation
High-Quality Content: Provide valuable, informative, and engaging content that addresses common plumbing issues and solutions. Also, ensure that the way you write your content matches the buyer's intent.
For example, users are looking for information using informational keywords, so make your blogs descriptive. When you write for a service page, users want to convert. Focus your content on your services, and be sure to include calls to action.
Keyword Placement: Naturally incorporate keywords throughout your content. Avoid keyword stuffing, which can harm your SEO. Your list of keywords should provide you with a guide on what to write and how to structure the content.
Internal Linking: Link to other relevant pages on your website to help search engines understand your site structure. For example, if you discuss finding a water leak in the garden, include a link to your leak detection service. You can add this link throughout the text.
Image Optimisation
Alt Text: Use descriptive alt text for images, including relevant keywords.
File Names: Name your image files with relevant keywords before uploading them to your site.
Local SEO
Local marketing is essential for plumbers, so we have local SEO strategies. Most of your customers will be from your local area, and optimising your online presence for local searches can significantly impact your business.
For example, many users search "plumber in Cottesloe* or "plumber in Canning Vale". To optimise for local SEO, you should build out location pages to target specific suburbs. For example, Hilton Plumbing does this well and ranks well for many suburbs in Perth.
You can duplicate these pages for each suburb and optimise each page depending on the suburb.
Google My Business (GMB)
Google My Business is a free tool that allows businesses to manage their online presence across Google. This includes Google Maps and search. To target different suburbs, you should create a GMB account for each suburb you intend to target.
This sounds like a lot of work, but targeting local search results is worth it.
On the positive side, you can use the same information across all GMB profiles. Just ensure you optimise each suburb's GMB profile to find local customers.
Here's an example of GMB profiles surfacing on Google -
Here's how to optimise your GMB listing:
Claim and Verify Your Listing: Ensure your business is claimed and verified on Google My Business.
Complete Your Profile: Please complete all the information, including the business name, address, phone number, website, and business hours.
Add Photos: Upload high-quality photos of your business, team, and completed projects.
Collect Reviews: Encourage satisfied customers to leave positive reviews. Respond to reviews to show that you value customer feedback.
Use Posts: Regularly update your GMB profile with posts about promotions, updates, or helpful tips.
Local Citations
Ensure your business information is consistent across all online directories, such as Yelp, Yellow Pages, and local business listings. Consistent information across directories can help your SEO efforts, make it easier for your users, and generate more leads.
Technical SEO
Technical SEO involves optimising your website's backend to ensure it meets the technical requirements of search engines. Key aspects include:
Mobile-Friendliness
With more people using their phones to search for services, having a mobile-friendly website is crucial. Use Google's Mobile-Friendly Test tool to check your site's performance on mobile devices.
Site Speed
A fast-loading website improves user experience and can positively impact your SEO. Use tools like Google PageSpeed Insights to analyse and improve your site's speed.
Secure Website (HTTPS)
Ensure your website uses HTTPS rather than HTTP. A secure website protects your visitors' data and improves your SEO rankings.
XML Sitemap
Create an XML sitemap and submit it to Google Search Console. This helps search engines crawl and index your website more effectively.
Wrap up
SEO is a powerful tool for plumbers looking to enhance their online presence and attract more customers. You can boost your search engine rankings and grow your business.
To do this, use effective keyword research and optimise your on-page elements.
Focus on local SEO, leveraging content marketing for your audience. Remember to regularly update and monitor your SEO efforts to stay ahead of the competition.
Investing in SEO today can lead to sustained growth and success for your plumbing business in the long run.