Author Archives: Plumbing Webmasters

What is a Plumber SEO WordPress Theme?

Few elements impact your online marketing like your commercial website. All other facets of your online presence weave in out of the site, carefully directing potential clients to their needed services (or your wonderful blog posts). When it comes to designing and managing company websites, WordPress offers a vast array of gorgeous, customizable themes to choose from. No other content management system (CMS) is quite so popular, and for good reason.

Today, we’ll talk about your plumber SEO WordPress Theme and just how much it affects your online marketing performance. If your business has put off making a website, or if your current design continues produce disappointing results, be sure to listen in! You may just find the perfect solution for your problem.

Plumber SEO WordPress Theme

This is a Simple, But Heavily Optimized Custom WordPress Theme.

What is a WordPress Theme?

You’ve likely noticed by now that many plumbing company websites tend to look very similar in format. That’s because they utilize WordPress themes for their website design. Instead of the more flamboyant and artsy styles (which aren’t really appropriate for most contractors), plumbers opt for simplistic and balanced themes. After all, flashy visuals rarely equates with capable SEO for plumbers.

When you first purchase your initial design, the theme only comes with its basic cookie cutter boxes and areas to fill with text. Naturally, contractors must customize their chosen WordPress theme with their company logo, contact information, original content, and chosen services. The process can be as simple or as complicated as you desire. Just don’t expect too much from a site finished overnight!

How Much Do WordPress Themes Cost?

Sometimes they cost nothing; somethings they cost thousands of dollars!

Contractors can easily find free themes available directly on the WordPress company website. You can also purchase premade themes from marketing vendors will sell advanced WordPress themes which include more sophisticated features, such as form creation (for creating appointments) or direct messaging. Our own team at Plumbing Webmasters creates special themes heavily customized for SEO and local mapping. Many businesses take the DIY approach and perform the tailoring themselves, while others opt for a professional production by a digital marketing company.

As a rule of thumb, you get out of your website what you invest into it. Themes in the hundred to thousand dollar range rarely contain the type of coding that helps Google recognize your services. Free themes certainly won’t offer that either!  Unless you have significant experience tailoring WordPress themes, it’s usually best to leave it to the professionals.

Plumber SEO WordPress Website

This Custom-Built WordPress Theme Incorporates Special Coding and Calls to Action.

What Makes WordPress so Great for SEO?

SEO (search engine optimization) hinges on a variety of factors both in and out of your website. Plumbing companies with the highest ranks work hard to optimize their sites for local search. Ranking well is never accidental!

With that being said, there are plenty of ways that WordPress helps businesses optimize for search! For one, the content management system offers numerous tools that analyze your pages for keyword usage, writing quality, and other important factors for success. The process of creating and arranging your pages is refreshingly easy, which is why so many website developers love working with the platform.

If you ever feel under-equipped to handle site updates, there’s always a downloadable widget available to help!

  • Want to link your blogs to your social media accounts? There’s a widget for that.
  • Need plumber SEO metrics to grade your content before you post? Taken care of.
  • Crave better categorization for your pages and blog content? Got it!

There are so many tools at your disposal. Even if your plumbing contractors don’t have the necessary skills to custom-build your website, you can at least find a capable team to do it for you. Just be careful to pick a well-rated team!

A Custom WordPress Theme

Many Sites Look Alike, But Few Perform as Well as Ours!

Plumbing Webmasters and Custom WordPress Designs

At Plumbing Webmasters, WordPress is our daily playground! We custom make themes that perform incredibly well in local search and Google Maps. Our plumbing clients enjoy front page rankings for dozens (if not hundreds) of important keywords, which is why they earn better traffic and lead generation!

If you’d like to learn more about creating a custom WordPress theme and website for your plumbing company, call us. Consult with one of our seasoned SEO professionals at (877) 388-9884, and see how your team can start earning new growth opportunities!

Posted: | Updated: Aug 23, 2019 | Categories: Web Design

The Coolest Review Software Ever | The Plumbing SEO Podcast

Out of all the activities that our plumbing SEO specialists recommend, getting reviews clearly offers the greatest benefit for businesses. Not only do they draw more attention to your brand, they knock down the psychological walls that stand between you and potential clients. In our latest podcast, Jason and Nolen discuss the amazing results that feedback produces for your plumbing company, plus how our custom-made software makes getting reviews ridiculously easy.

Be sure to listen in if your business has struggled with local map ranking in the past.

Key Points to Listen For

  • Getting reviews from multiple sources makes your company appear more trustworthy.
  • Righteous Reviews makes it much easier to ask for and collect reviews.
  • Our software also provides geotags for reviews and check-ins, supercharging your SEO.

The Typical Process of Getting Reviews

Did you know that no one is quite so effective at getting reviews for your business as you? “Ask and you shall receive” certainly applies here, but not everyone has the same skill at soliciting feedback from their customers. In fact, some plumbing contractors are downright terrible at asking for reviews!

That’s too bad, because customer feedback plays a huge role in SEO for plumbers. When Google crawls (examines) a website to judge its content, the search engine looks for three key characteristics commonly referred to as the “E-A-T factors“:

  • Expertise
  • Authoritativeness
  • Trustworthiness

When Google examines a company and sees a hearty collection of 4-5 star reviews, it interprets those reviews as a signal of trustworthiness. In other words, the search engine believes it can trust your business enough to direct people to the company website for your given service category (ie: plumbing). Getting feedback on Google Reviews isn’t enough, however. It’s best to procure them from a variety of resources.

The Problem With the Normal Reviews Process

Not all plumbing contractors faithfully collect reviews for their business. There’s just enough active plumbers however, that trying to compete on basic reviews alone won’t produce the premium search rankings that your business craves. When Google takes two companies with outstanding reviews and stands them side by side, the oldest local business typically wins out in search results.

That is unless your company displays better plumbing SEO practices.

Plumbing Companies Doing a Good Job at Getting Reviews

Getting Reviews is an Essential Part of Your Local SEO!

We talk a lot about organic search engine optimization at the Plumbing Webmasters, especially when it comes to aligning your website with Google preferences. In the past, we noticed that most businesses don’t know how to effectively tie in their client reviews into their website performance. It’s not the fault of plumbers or their marketing team! There simply weren’t many great options for posting reviews on the official company website (again, effectively).

Since WordPress widgets and tacked-on solutions weren’t cutting it.  So our team produced a completely new tool that not only greatly simplifies the process of collecting reviews, it also supercharges them for the purposes of SEO. We call this in-house developed solution Righteous Reviews

“E-A-Ting Up” With Righteous Reviews (RR)

Remember how Google uses normal reviews as proof of your business activity? That effect only goes so far when competing against other more experienced companies who also collect reviews. With the Righteous Reviews platform, every 5-star rating comes tagged with the specific service(s) you performed for that customer.

Why does that matter for your business?

Any business can claim to provide “high-quality, professional water heater repair in Fort Worth, TX” (for example). Google churns through dozens, sometimes hundreds of these website claims, but only a handful ever make page one in local search results. When Google starts seeing dozens reviews associated with a specific service in a specific geographical area, it heavily prioritizes these reviews in local search. The search engine craves this geotagged data, because it proves legitimate service activity (instead of just claiming to provide a service).

How does the collection process work? It all starts with a process your team controls. Every time your plumbers finish up a project at a jobsite, they fill out a simple form. All you have to do is describe the service provided and the location of the job, then fill in the client’s name, number, and email. You can even take a picture of the finished work! Plumbers can easily complete this all in 60 seconds.

After completing the form, your client automatically receives an email or text with links to your favorite review platforms (Facebook, Google Reviews, etc.). When the client follows those links and submits their rating, the review is automatically geotagged with their general location and the service(s) provided. All of these check-ins and reviews are uploaded to your website, were Google and your future customers can browse them.

An Example of Getting Reviews That are Geotagged

Getting Reviews is Great, Getting Geotagged Reviews is Better!

The Geotagged Review Collection Process

  1. Step #1: Your plumbers finish a job and perform a 60 second check-in.
  2. Step #2: Your client automatically receives a request for a review via text or email.
  3. Step #3: The data from both the check-in and review get uploaded to your website.
  4. Step #4: Google and your future customers see the reviews.
  5. Step #5: Your local search rankings climb!

Other Fantastic Benefits of RR

Our team produced Righteous Reviews to work specifically with our custom, optimized websites. Since the software is fully integrated with your site (not tacked on as an afterthought), you don’t have to worry about bugs or other performance issues. This enables our team to provide a number of other invaluable benefits through the reputation management platform.

Unhappy customers happen. That’s why our team created an early warning system that automatically generates an email alert whenever a client rates your company 3 stars or lower through Righteous Reviews. This means you can quickly contact any frustrated customer and work to fix the situation. Deal with low ratings, and discover new ways to improve your customer service in the process!

As we mentioned before, geotagged check-ins and reviews automatically upload to your website. Each event is tagged to a specific service and city page (if your site has them), where they show up as pins on a local map. Readers will also see the latest reviews you’ve received from the field. No more losing customers because of dated reviews from 5 years ago!

The Righteous Reviews Website Banner

Simplify the Process of Getting Reviews from Your Happy Clients!

Why Does Righteous Reviews Matter?

That’s the real question, isn’t it? Our team at the Plumbing Webmasters wants your team to earn continued growth through better Google Search rankings. Our clients who faithfully perform these check-ins often experience tremendous growth in their website traffic and generated leads. With your reviews working twice as hard to advocate your business, you’ll enjoy stronger plumbing SEO than ever before!

To learn more about Righteous Reviews, getting reviews, or any other aspect of local search marketing, talk with one of our experts at Plumbing Webmasters. Get a free consultation today when you call us at (877) 388-9884We can’t wait to serve you.

Related Webmasters Articles & Services

Articles and Podcasts
Reputation Management (Podcast)
Plumber Online Marketing Confusion (Podcast)
A Guide for Launching a New Plumbing Service (Article)

Related Services
Brand Development Strategy
Facebook Reviews for Plumbing Companies
Google Reviews for Plumbing Contractors

Posted: | Updated: Aug 13, 2019 | Categories: Podcast

True Client Stories: PPC vs Organic SEO 2020 | The Plumbing SEO Podcast

Many plumbers swear by their PPC company, while others complain of lackluster results. No matter what sort of strategy you have in play for pay-per-click, there’s a chance you’ve been missing out on valuable business opportunities. This week, Nolen and Jason discuss the real story of a seasoned plumber who grew disillusioned with their PPC company. Be sure to listen closely if your campaigns have started to stagnate!

Key Points to Listen For

  • PPC offers dependable, but frequently diminishing returns for businesses.
  • PPC companies generally have no incentive to improve your organic SEO efforts.
  • Paid ads work best when partnered with a solid plumbing SEO foundation.

The Story of Pay-Per-Click Bob

Recently our team at the Plumbing Webmasters received a call from a frustrated plumber in the Northeast. His name was Bob, and you could hear the subtle, but certain anger in his voice. Bob’s business has supported his local community (a sizeable metropolitan area) for over a decade. He has very little discernible organic presence online. Instead, he pays a PPC company to run his online advertising for him, primarily out of Google Ads.

Here’s the kicker: Bob pays up to $12,000 a month for his PPC work.

To be fair, Bob informed us that the advertisements from the PPC company are producing very consistent results each month. However, the prices of his keywords seem to be rising (sometimes going as high as $100 per click). He also noticed that the rate of return for his PPC efforts also seem to be slowly dropping each month. Any plumber finding themselves in the same situation would have real cause for concern, so we agreed to take a look at his website analytics.

A Disappointing Situation

We found Bob had more reasons to be disappointed in his PPC company than he realized. They had almost completely neglected his website, diverting all their attention to managing the pay-per-click campaigns. The PPC ads simply directed Google Search users to custom landing pages, which didn’t really help the rest of his site metrics. Granted, the advertising efforts seemed to be producing real business for Bob’s plumbing business, but even those returns were diminishing.

Since Bob had been in business for so long, any sort of organic plumbing SEO on this marketing team’s part could have produced some outstanding results and cut down his monthly costs. But our findings clearly indicated that was not a priority to this PPC company. What was the ultimate summary of our analysis?

Bob was missing out on serious lead opportunities, and (quite literally) paying for it.

A PPC Company Utilizes Ads to Promote a Client

It’s Easy to See the Results for PPC Advertising.

Key Lessons for Your Marketing

First of all, we need to make something clear. Bob isn’t a bad guy. His PPC company isn’t evil, but there is widening gap between Bob’s potential growth and where he is now. Let’s explore some facts that could help explain this situation.

Be sure to read closely if Bob’s situation feels all to similar to your plumbing SEO situation!

Lesson #1: PPC Isn’t the Problem…

Advertising gets results. While it may not produce the long-term results and branding benefits of SEO for plumbers, PPC offers fairly consistent results. The reason Bob continues to spend thousands of dollars every month is that he can easily see their return.

When it comes to PPC platforms like Google Ads and Facebook Ads, accountability plays an instrumental part in their success. Every campaign operates on a set budget, geographical area, and a target market. SEO rarely offers such precision, instead working towards appealing to a broader volume of people. Of course, PPC campaigns come at a price!

They can get expensive.

Operating exclusively through PPC means that you are essentially every new customer that contacts your plumbing business. Once contractors ignore plumbing SEO for so long, they start to feel locked into the cycle of paid ads. Your PPC company won’t complain, but your profit margins will!

A Facebook Ads Course a PPC Company Might Use

Facebook Ads Offer Quite a Variety of Targeting Attributes.

The Best Uses for PPC Campaigns

If you want to extract the most value from your pay-per-click efforts, diversity is often the key to success. Most plumbers stick with Google Ads (formerly Adwords) because that’s what they’re most familiar and comfortable with. However, there are numerous ad platforms that offer convenient ways to connect with your target market. Some even provide a better return on your investment!

Powerful PPC Company Tools

  • Retargeting Ads
  • Facebook Ads
  • Instagram Stories

All of these tools/platforms provide exceptional customization on your ad campaigns, and quality base conversion rates. It may take a little work to set up a Facebook Business account, but the 99.9% of plumbing professionals should have one anyway. Retargeting ads are particularly effective for connecting with interested consumers your website may have missed otherwise.

Lesson #2: Lack of Organic SEO Is.

As mentioned before, Bob’s PPC company put little to no effort into improving his organic online search results. This made it tremendously harder for people find and engage his team. Considering the extensive experience and skill, Bob could have easily created a lead-generating website at minimal cost. Once his website took off, he could even have tapered off his PPC spending and maintained the same volume of traffic.

An Optimized Site Example a PPC Company Won't Design

Even a Simply-Designed Website Can Offer Great Results if Optimized Correctly.

There is no valid reason to operate online and not invest time into organic plumbing SEO. Organic search results consume far less of your marketing budget, thus producing a higher rate of return. That doesn’t mean you have to drop all of your PPC immediately! In fact, search marketing principles teach us that organic SEO and PPC work best when partnered together.

What Can Bob Do?

So what sort of options does Bob (and businesses like his) have to start taking advantage of plumbing SEO? First, he’ll need to take some time to analyse the health of his website. There are many elements to examine during this process:

  • Menu Navigation
  • Service Categories and Hierarchies
  • Color Scheme
  • Visual Element Spacing
  • Page Keyword Optimization
  • General Keyword Strategy (Primaries and Secondaries)
  • Writing Quality
  • Coding
  • Image Optimization

These website facets heavily influence the exposure of your brand through Google Search. Of course, there are a few key off-site activities to execute that have powerful impact on your marketing effectiveness. If you haven’t claimed and completed your Google My Business account, do so immediately. This profile can make or break your Google Maps strategy. Be sure to get your business listed on other citation sources (such as the BBB), and start asking your customers for reviews!

Lesson #3: PPC Companies Shy Away From SEO

This may be one of the hardest lessons to absorb, for clear reasons. Your PPC company makes money through ads. SEO for plumbers generates leads organically through local search, minimizing the need for PPC campaigns. If a company specializes in PPC, they have no reason to help you grow organically (and subsequently save thousands of dollars).

Google Analytics Tool a PPC Company Can Use for Performance Research

Which Channels Provide the Most Traffic for Your Business Website?

Bob was starting to feel the effects of diminishing ad returns, but his PPC would do little to fix the problem. How could they without cutting their own profits? While this marketing agency operated with applaudable transparency, so many others work to take advantage of their clients by exploiting their marketing inexperience. It’s possible that your PPC company doesn’t even have the capabilities necessary to enhance your website’s search results.

Closing Thoughts

PPC is a perfectly valid solution for many plumbing companies. It provides dependable results, especially during periods of heavy online competition. However, organic search traffic provides a far better rate of return on your investment. It also grows your brand, whereas PPC campaigns and purchased leads grow the prestige of those platforms. With the right management, your organic SEO efforts will create fantastic, long-term results for your business.

Team Up With the Plumbing Webmasters!

At the Plumbing Webmasters, we know that plumbers earn the best results when they combine PPC strategy with strong, organic SEO efforts. That’s why we always start with custom-coded and highly-optimized website designs, and our clients feel the difference! Not only do our plumbers consistently earn higher rankings, they also enjoy better quality leads. We’d love to help your business grow too.

Call us at (877) 388-9884 for a free consultation with a seasoned plumbing SEO pro!

Related Content From the Webmasters

Our Previous Podcasts & Articles
How to Self-Audit Your Own Company Website (Article)
Plumber Online Marketing Confusion (Podcast)
Web Geek Cocky (Podcast)

Related SEO Services
PPC Campaign Management
Social Media Advertising
SEO for Plumbers

Posted: | Updated: Aug 13, 2019 | Categories: Podcast

Website Maintenance for Long-Term Success

Last week, we explored how to self-audit your company website. If you haven’t read the guide yet, it offers a helpful roadmap for assessing the health of your website or crafting a brand new one. However, we felt that the subject missed a crucial aspect of long-term SEO performance: ongoing website maintenance. Today, we’ll dive into how your business can build its own self-sustaining plan for maintaining those leads you’ve worked so hard to earn! Be sure to read closely if you recently noticed declining traffic to your website.

An Introduction to Website Maintenance

As any successful plumber will tell you, SEO for plumbing requires weeks (sometimes months) of careful design, keyword research, content creation, and faithful work in listing completion. If you’ve recently completed your own site development, you probably feel like kicking your digital shoes off for a while. After all, you can just sit back and let your website do all the heavy lifting now, right?

Wrong. 

An Inside Look at Analytics Data

Website Maintenance Provides Opportunities to Avoid Rank Drops and Claim New Traffic!

For plumbers (and other diligent contractors), website creation is just the starting point in a long journey of competing for online recognition. There are many paths towards ranking #1 on Google, but all of them require continued effort from your company. At the center of all these tactics is your company website, boldly vying for the attention of Google’s search engine.

Why Website Maintenance Matters

There are many benefits to touching up your website (and other elements of your SEO strategy) on a regular basis. Most boil down into three categories:

  • It makes your site look more attractive to Google Search.
  • It creates new opportunities to interact with potential customers.
  • It allows your web team to discover new areas for improvement.

We’ll explore each one of these motivating factors. Then we’ll provide a variety of ways you can create your own ongoing website maintenance plan.

Google Evals

Motivation #1: Looking Good for Google

If regular maintenance allows your business to maintain your premium rankings or earn even better listings, what better reason do you need?

As you’ve probably noticed from years of interaction with the Google Search bar, listings change pretty frequently. As a matter of fact, the search engine continually reevaluates commercial sites to discover new content, coding changes, etc. While only Google insiders know the exact frequency, this seems to happen in two week to one month intervals. That means your website gets graded for expertise, authoritativeness, and trustworthiness (the E-A-T factors) once or twice a month.

Website maintenance proves that a company is still active and still eager to engage customers. When a plumbing contractor continues to upload new content, re-optimize existing pages, and eliminate page errors, Google naturally rates their site as more trustworthy and authoritative. The opposite is true: static websites convey less activity for the business in question, thus prompting progressively lower ranks.

New Interactions

Motivation #2: Finding New Leads

Part of maintaining a website is steadily releasing (and in some cases, re-releasing) content. As Google discovers the new content and lists it for consumption, more eyes find their way onto the site. This explains the allure of company blogging: drawing in fresh potential customers for conversion down the line. With proper optimization, the content may even earn a featured snippet listing on Google Search, creating even more potent opportunities for lead development.

Optimization

Motivation #3: Finding Ways to Improve

There’s always room for improvement. Even our experienced and careful web designers at Plumbing Webmasters admit there’s no such thing as a perfect site. Page errors, keyword-changes, and image snafus pop up from time to time, which is why continued checkups are so important.

But website maintenance provides more than a way to avoid potential embarrassment. Maintenance sometimes reveals opportunities to better optimize your coding, content, and other on-site assets. Perhaps the Search Engine Journal, Moz, or another prestigious organization unveils a brand new way to rank up your service pages. Why let the opportunity slide, when you can easily go back into your website and make the enhancements?

Streamlined Website Maintenance

Before launching your own plan for continued website maintenance, take stock of your team’s capabilities and your own availability to make chances. Do you have the right talent for mastering these activities? Can you perform the updates yourself, or will you need to hire a professional to do the work for you?

Blogging as a Form of Website Update

Even if You Can’t Post Weekly, Regular Blogging Does Offer Lucrative SEO Benefits.

Now consider the type of work your website needs to grow with your business. Potential activities include:

  • Content Production: blogging, video, infographics, and photography
  • Coding & Design Updates: navigation, service page hierarchy, and styling
  • Content Re-Optimization: keyword changes, image updates, and relevance updates
  • Functional Enhancements: reviews system upgrades, conversion tools, etc.

Right off the bat, you can probably tell that some of these are long-term activities, while others might need regular attention each month. Some require technical SEO expertise, while others demand competent writing skills. Again, having the right talent for the job makes the process so much easier!

A Simple Website Maintenance Plan

We know that Google typically re-crawls (reexamines) a website approximate every two weeks to a month. That means you have a regular opportunity to make strides in your plumbing SEO. Blogging and other forms of shareable content make for perfect short-term activities!

Next, we come to mid-term level maintenance. You don’t need to perform these activities every month, but you should perform them more than once a year. Such activities may include content re-optimization and service page hierarchy adjustments. Lastly comes long-term website maintenance. These changes need only be made once a year (or even less frequently).

Website Maintenance Through a Search Console Report

Search Console Provides a Help Warning System for Page Errors.

Now take the template below and make your own plan based on your market and talent pool.

Your Website Maintenance Template

  • Short-Term (Every 2 Weeks – 1 Month): post blogs, videos, photos; check Analytics
  • Mid-Term (Every 3 – 6 Months): re-examine content for accuracy; keyword re-optimization
  • Long-Term (Every 1 – 2 Years): test new website functions; try new styling

When it comes to safeguarding your website against page errors or poor optimization, be sure to utilize Google Analytics and Search Console. These are specifically tailored to your site, providing invaluable data for optimizing content and spotting coding errors. If you haven’t already set up your free profiles, do so as quickly as possible so you can start utilizing their reports!

Professional Website Maintenance – The Webmasters

For those plumbing contractors who don’t have the time to perform their own website maintenance, our team at the Plumbing Webmasters would be happy to do it for you! We support hundreds of contractors in the industry (and fields), delivering higher rankings, better traffic, and more exciting lead development. Our clients rock their local search rankings; you could too!

Call us at (877) 388-9884 for a free consultation with a seasoned plumbing SEO professional.

Posted: | Updated: Jul 30, 2019 | Categories: SEO

How to Self-Audit Your Own Company Website

Finding traction in the online marketplace takes time, money, and patience. SEO for plumbers is a highly competitive environment, after all. There comes a point however, where prudent business owners should start wondering about the effectiveness of their current marketing strategy. Since the company website serves as the foundation for plumbing SEO, that’s where your diagnostic should begin.

Today, we’ll discuss the process of self-auditing your company website, the goal behind this action, and how you can utilize the research to enhance your search engine marketing results. If your team believes a brand new website design may be in the near future, pay especially close attention to our optimization guidelines! Let’s get started.

Example of Google Analytics for a Company Website

Taking Time to Regularly Examine Your Website is Always a Smart Idea!

Why Should You Self-Audit?

Audits create awareness. Business owners should be closely acquainted with the nature of their company website. Unless you outsource design and maintenance to a third party, no one will spot dropping performance faster than you. Plus, it’s cheaper to handle the initial work within the company. Self-audits aren’t about nitpicking minor problems or simply creating a list of everything wrong with your website.

The ultimate goal of self-auditing your company website is to…

  • Identify weaknesses that could be hindering performance and lead growth.
  • Discover opportunities for improvement in content quality, navigation, and user experience.
  • Forge a game-plan for ongoing site enhancement.

One important note before starting your audit: write down everything. Not only will this help you process information faster, it will also help during your planning phases later on. Again, website optimization takes time. There’s a good chance that you won’t be able to complete all your changes in one sitting. Keeping everything well-documented ensures that your hard work doesn’t go to waste!

Step #1: Analyze Your Website’s Performance

It’s easy to look at slowed lead development and automatically blame the company website. Starting with basic site analytics allows you to confirm whether your site is indeed to blame, or if the fault lies with another aspect of your team’s marketing. You’ll need 3 digital tools for this phase: Google Analytics, Google Search Console, and Ubersuggest (or a similar tool).

Search Console Examines a Company Website

Search Console Also Provides Useful Data for Those Looking to Rank Higher.

Again, we’re looking for weak areas of site performance. Think of this as a doctor’s visit for your website. Thankfully, these tools won’t cost you anything to use!

Google’s Free Tools: Analytics and Search Console

If you haven’t already, you’ll need to set up your Analytics account. Hopefully, you completed your registration when your site was first launched. Brand new businesses may need to wait until the platform gathers enough data on their company website. Make sure to go ahead and arrange your Search Console profile too!

For those experienced businesses with years of performance data, Analytics provides incredible reporting tools that make it easy to spot underperforming pages. Begin your analysis by opening the overview tab under Acquisition. You’ll need to expand your results to wider period of time; the platform automatically starts with the last 7 days. To draw any realistic conclusions from the data, you should at least widen the period to the last 3 months (or longer).

In the Acquisition tab, you’ll be examine a breakdown of your website traffic sources. You’ll also receive valuable metrics on user behavior, including…

  • Bounce Rate,
  • Average pages per user session,
  • and Average session duration.

Don’t be afraid if your bounce rate rests in the 60-70 percentile range! That’s a fairly normal spectrum for plumbing contractors and other service professionals. Higher percentages may indicate a problem with your site’s content or loading speed. Ideally, average pages per session should rest around 2. That means that your site users typically examine your services beyond the homepage. Deeper engagement (also indicated by longer session times) typically leads to stronger lead development. 

A Behavior Flow Chart on a Company Website

Examine Both the Origins and Destinations of Your Company Website Users!

If you’re a more visual thinker, try taking a look at the Behavior Flow chart in the Behavior section. This visually outlines user journeys from page to page. Select source to also see where the traffic originated from. While your looking at Google’s free tools, make sure to examine your site through Search Console too! This platform identifies many of the same behavioral traits as Analytics, but it does more to point out errors. Errors may arise in mobile optimization or in page coding. Either way, the console can help you locate problem spots in your website that could be bleeding traffic.

An Outside Perspective: Ubersuggest

Want another convenient tool for examining website performance? Try Ubersuggest, a favorite of some our content writers at Plumbing Webmasters. Simply input your homepage URL into the search bar to produce insightful reports on page performance and keyword rankings. Below, we’ve plugged in our website so you can see how it works!

See which keywords your business ranks for! You may find that those lofty primary keywords (ex: “emergency plumber”) might be ranked as well as you want. Perhaps those dozens of secondary keywords are adding up to produce some real business for your plumbing contractors. Find out which pages are driving traffic for your website, and which need serious plumber SEO! 

Once you’ve analysed your website from the outside, you’ll be ready to start your interior examination.

Step #2: Assess Your Website’s Core Design

Example of a Great Mobile-Optimized Company Website

Clean Design is Essential for Mobile Search!

“But I’m no graphic designer!” you might say. Thankfully, most website designing platforms make it fairly simple to render changes to your structure. For now, don’t even worry about it! Simply focus on identifying which areas of your design need real improvements. We can begin with the most visible portion: above the fold.

According to consumer research, it takes the average site user approximately 0.05 seconds to form their first impression about your website (SWEOR). That split second is way too little time for a detailed read-through of your homepage. That means that visual elements are playing a heavy part in that initial “Wow!” or that tragic “Ew!”.

Start by examining your…

  • Company Logo
  • Color Scheme
  • Menu
  • Headers
  • Contact Information
  • and Call to Action (CTA)

Visuals: Color and Spacing

We don’t have to tell you have essential a professionally designed logo is for a business, but many companies shockingly choose color schemes that clash with their logos. This instantly puts a bad taste in a visitor’s mouth. Considering the high-stress, heavy-investment nature of plumbing solutions, such a negative first impression could result in an instant bounce from the website!

The best plumbing websites carefully blend a simplistic palette of colors that soothe the eyes and enhance the visibility of text. Even minimalist design can ease the user experience. Of course, there are other crucial aspects when it comes to helping users reach their desired destinations. Spacing out the elements of your homepage (Calls to action, contact details, logos, etc.) makes it easier for users to read and absorb information.

Navigation: Menus and Calls to Action

A Dropdown Menu Shows City Pages

Don’t Get to Greedy With Pages in the Dropdown Menu.

Dropdown menus are many things: concise, convenient, and simple. It’s no wonder both professional and amateur website designers love them! However, many DIYers make the mistake of cramming in as many pages into their menu as possible. When the menu drops, an extensive list blocks the entire screen and muddles the search experience. As your website grows over the years, there’s a good chance that additional services could start to overwhelm your menu.

How many service categories does your site currently have listed on the front page menu? At the Plumbing Webmasters, we generally recommend sticking with four or less to conserve space. Treat the menu as a finite space, and you’ll notice better interaction from you site users.

Finally, examine how well your site incorporates calls to action throughout each page. Ideally, there should be CTAs in the both the top and the bottom, even on seemingly unimportant pages. Most plumbers stick with phone call prompts, while others like to save space for email or messaging. Do your CTAs stand out from the rest of the page, or would the average user have a hard time seeing them? How well do they work on mobile devices? These are the questions you’ll want to ask during the self-audit of your company website.

Step #3: Investigate Your Website’s Page Content

Content comes into tight focus during the final phase of the self-audit. Content quality heavily impacts user engagement and conversion rates, but it also plays a role in your site’s overall visibility. That’s because keyword optimization ultimately makes or breaks a site’s rankings in search engines. We’ve already mentioned how Ubersuggest offers great opportunities for examining your keyword strategy’s effectiveness.

Because keyword strategy is a huge topic in it’s own right, be sure to check out our guide on the topic: “Plumbing Keywords to Target“. Some high-level guidelines for creating a balanced keyword plan…

  • Mix in long-tail keywords (such as city, state additions).
  • Don’t depend solely on primary keywords. Gather a bunch of secondaries to supplement traffic.
  • Avoid keyword stuffing. If it doesn’t sound natural, don’t include it.
  • Use keywords in non-text items (such as image attributes), plus headers.
An Ubersuggest Keyword Rankings Chart

Dozens of Small-Volume Secondary Keywords Add Up Over Time. Source: Ubersuggest

Formatting and Spacing

Natural text flow allows readers to peruse your content without getting overwhelmed or tired out too quickly. Giant “walls” of text discourage people and make it all too easy to lose one’s place. Formatting also plays a huge role in plumbing SEO, more than most contractors realize. For instance, Google typically awards featured snippets to businesses that present their richest content in bullet form. These prestigious listings enjoy more real estate in the front pages of search engine results.

The user experience is the most important reason for updating your content, but the SEO benefits are certainly exciting too! If you really want to knock your users’ socks off, include some pro-grade, original images in your pages to space out your text. These images offer even more places to sneak in your keywords.

Key Content-Related Questions for Your Self-Audit

  • Does the site effectively spread out text for relaxed reading?
  • Are the images classy enough for a professional site?
  • Have we effectively optimized the images?
  • Are pages overly crammed with keywords, or do they read naturally?
An Example of a Suggestive Call to Action

Don’t Forget to Open and Close Company Website Pages With a Call to Action!

Final Thoughts for Your Audit

Remember, change only comes when you make the change! If you perform a site audit but never make any updates, your traffic isn’t going to improve. Start by writing down every area of your website that needs improvement, then make a plan. Even if you have to have another employee or a third party perform the work for you, it’s worth making the effort!

In the meantime, our team at Plumbing Webmasters would love to help you create a fresh, heavily-optimized company website. Our experienced design and writing teams touch on over 200 points of SEO for plumbers! As a result our contractor clients earn fantastic rankings in local search, better site traffic, and more leads. We’d love to serve your business too.

Call and get a free consultation with one of our seasoned SEO professionals at (877) 388-9884!

What Makes Us Different From Other Companies | The Plumbing SEO Podcast

Have you ever been ripped off by a plumbing SEO service company? With so many businesses out in the market, separating the wheat from the chaff can be a tough challenge. Today, Nolen and Jason talk about how to separate shady web companies from legitimate SEO services. They’ll also explain the differences between our team at Plumbing Webmasters and other digital marketing services. Listen in and check out our guide below, especially if you’ve been frustrated by web companies in the past!

Key Points to Listen For

  • SEO results usually take a few months after starting out.
  • Some SEO service companies use deceptive metrics.
  • Mixed-match online solutions often produce poor results.
  • Pretty websites don’t always perform.

Finding Your SEO Service Company

So you want to take your budding plumbing business online and pursue new clients? Great! Now you just need to find a dependable SEO service company to guide your digital marketing strategy. There’s just one question:

Who do you trust with your company’s online development?

Finding your perfect online marketing partner isn’t as simple as Google searching “SEO for Plumbers” and picking the first organic result. Admittedly, the Plumbing Webmasters team would be very happy if you did, but that’s besides the point. With multiple quality solutions available on the market, and a long list of poorly performing services, you’ll need to do some careful research.

SEO Service Qualities to Investigate

  • Familiarity with your service industry
  • Content writing quality
  • A service’s own SEO rankings
  • Typical time requirements (production & search results)
  • Pricing and results policies
The Webmasters Showing Up as a Top SEO Service Company

It’s Smart to Examine Multiple Top Companies, Including Their Reviews, Pricing, and Included Services.

As you cultivate a list of potential prospects, you’ll inevitably come across both winners and losers. Examine each solution carefully, especially when it comes to included services and promised results. Below we’ll explore some of the crucial qualities to hunt for in your SEO service company, and which ones to avoid like the plague! 

Hunt for These Qualities

Great Qualities in Your SEO Service Company

Look for the same qualities that Google demands from its listed companies: expertise, authoritativeness, and trustworthiness (E-A-T, for short). Try to cultivate a list of at least 5 premium candidates for your plumbing SEO service company. Here’s what those characteristics may look like for such a business:

  • Expertise: Years in Business; Certifications; High Search Rankings
  • Authoritativeness: Extensive Content Production (blogs, videos)
  • Trustworthiness: Great, Uncensored Reviews; Listings in BBB

This certainly isn’t an exclusive list. The team you want heading up your plumbing SEO should at least be able to rank in the front page of their own primary keywords. Also, you should desire a company that shows clear knowledge of the search industry in their writing. Finally, great companies crave transparency. They’ll happily show you all their reviews, both positive and negative.

Avoid These Red Flags

Red Flags For Plumber SEO

Reducing your negative options is just as important as collecting your top 5. For this, you’ll need a list of serious red flags that should automatically disqualify (or at least devalue) potential candidates for your plumbing SEO service company.

Avoid These at All Costs

  • Intentionally deceptive or misleading claims
  • Salesmen that try to exploit your inexperience with SEO
  • Overly narrow marketing services
  • Companies with no reviews in search or on their website
  • Businesses that don’t rank well themselves
  • SEO service companies that don’t understand plumbing
  • Services that guarantee immediate results

All business relationships must grow from a foundation of trust. Misleading or deceptive online companies are not worth your time or your money. The same can be said for underperforming digital marketing businesses (or “specialists”) that can’t prove their own capabilities. Finally, try to stick with candidates that already work plumbing companies like yours. It makes a difference!

Setting Your Expectations

One of the most destructive forces in a business relationship is failed expectations. With that being said, reasonable goal-setting both drives your plumber SEO company towards quality results and protects your business from wasted investments. Unfortunately, most plumbing contractors haven’t been trained on how to gauge success in online marketing. This leaves plenty of opportunity for unreasonable expectations to take root.

Dangerous Fallacies for Plumbing SEO

  • #1: “Search engine optimization produces results practically overnight!”
  • #2: “Search engine optimization requires at least a year to take effect.”
  • #3: “This single service can produce lasting benefits for your SEO.”
  • #4: “Our team guarantees immediate results.”
  • #5: “Our team ensures front page rankings for all your chosen keywords.”
  • #6: “Anyone can handle their own SEO plan, website development, etc..”

At Plumbing Webmasters, we’ve seen these lies cost businesses thousands or even tens of thousands of dollars in wasted investments. Let’s undo each of these falsehoods right here.

Google Analytics Results From Our SEO Service Company

SEO Naturally Fluctuates, Which is Why it Pays to Create Logical Expectations Early On.

Reasonable Expectations for Plumbing SEO

  • #1 & #2: Most business see significant results after 2 to 3 months.
  • #3: Optimizing for search requires hundreds of small changes that no single solution provides.
  • #4: Even Google doesn’t guarantee results, and your marketing team isn’t Google.
  • #5: Front page local ranking is a reasonable expectation for some keywords, not all of them.
  • #6: Few plumbing contractors have the required talent pool for handling pro-level SEO.

How to Measure Your SEO Service Results

Don’t let these points discourage you from pursuing a fruitful partnership with a capable SEO service company. We simply wish to drive plumbers toward qualified, trustworthy businesses that can actually provide lasting results. To gauge these results, you’ll need sophisticated metrics for your SEO strategy. There are numerous metrics your business can examine for success.

How to Measure Success

  • Localized keyword rankings (primary and secondary)
  • Site traffic improvements
  • Lead call, email, and/or text volume
  • Lower bounce rates
  • Heavier page engagement
  • and More

How can a business that is just starting out get a hold of these measurements? Unfortunately, there may not be enough data initially to track most of site related activity. However, there are still ways to track SEO progress. During lead calls, talk with your potential clients about how they found your services. If they answer “I saw your website.”, you’ll know you’ve found a winning company.

Of course, you can also track your keyword ranking improvements through the Incognito Search function in Google. Since these don’t track your browsing history, you’ll get more accurate results when you test local keywords to see if your brand is ranking. If your marketing company created a new business website for you, you’ll be able to start tracking results within a few months via Google’s Search Console and Analytics.

Team Up With the Plumbing Webmasters!

At the Plumbing Webmasters, we consistent and measurable results for our clients. Our plumbing contractors dominate the ranks in their local search results, often for hundreds of keywords. This naturally produces better site traffic, stronger engagement, and higher quality leads. Of course, we invite you to check out our reviews and see if they back up our claims.

If your plumbing company struggles with online search marketing, or if you’ve just entered the industry, we can help! Consult with one of our seasoned SEO veterans (for free) about your goals, and see if our business could be the right fit. You’ll quickly find why plumbers and many other service professionals choose us as their trusted SEO service company!

Simply call (877) 388-9884 to get started.

Related Content From the Webmasters

Our Previous Podcasts & Articles
Confusing Online Marketing Terms (podcast)
Web Geek Cocky (podcast)
How to Start a Plumbing Company (podcast)

Related SEO Services
SEO for Plumbing Businesses
Local Search Marketing for Plumbers
Plumbing Company Web Design

 

Posted: | Updated: Aug 13, 2019 | Categories: Podcast

Developing a Relaxed, Productive User Experience

Do your customers have a tendency to leave your website quicker than you’d like? It might be that your user experience is chasing customers away. With careful planning and proper design, you can turn a poorly performing website into a lead-generating powerhouse! Today, we’ll define the user experience and discuss how plumbing contractors can improve it. By the end, you should have a simple game plan for creating fresh growth for your company.

Let’s get started!

A Google Analytics Form Shows the Bounce Rate

Bounce Rate is Just One Important Metric for the User Experience.

What is the User Experience?

The name says it all. The user experience (UX) is simply a consumer’s journey through your website. Now, that journey may end within seconds. It might also last for thirty minutes. Success depends upon your company’s (or your web designer’s) ability to direct the consumer to where they need to go. Many elements affect the journey, including:

  • Homepage & Landing Page Design,
  • Service Categorization,
  • Content Quality,
  • Calls to Action,
  • and more.

While logic may govern the ultimate purchase decision, emotion drives potential customers throughout their user experience. The wrong combination of eagerness and frustration drives would-be clients away from your website. That’s why you want your site experience to flow as smoothly as possible, with no speed bumps along the way!

Key Metrics for User Experience

Conversions aren’t the only metric you should be concerned about as a plumbing company. The user experience produces many types of data that can reveal kinks in your content mapping. Perhaps the most popular measure of plumber SEO success is the user bounce rate. This term describes the percentage of users who leave the site after visiting just one page.

Keep in mind, it’s very common for people to leave after viewing your homepage. Some people only need to look up your company’s hours, while others perform initial recon on local services. It’s completely normal for plumbers to have bounce rates between the 60 and 70 percentiles. Higher rates could indicate an issue with your homepage!

Bounce Rate Showing Quality of User Experience

A High Bounce Rate Could Indicate Problems With Your Homepage.

Since bounce rate can be deceptive by itself, it’s crucial to include other metrics in your site analysis. Examine factors such as scroll depth, how far the average user looks down the page before leaving. Of course, you should also include average time spent on site and the average number of pages viewed. Plumbers can easily gauge their site health by consulting the company Google Analytics account.

So how can someone who isn’t a plumbing SEO professional take this data and interpret it?

Good Signs

Signs of a Healthy User Experience

  • Length: Most user journeys last well over a minute.
  • Depth: Most users scroll down the page for additional information.
  • Multiple Pages: Average pages viewed rounds up to two (at least).
  • Lead Development: A good percentage of people call or email your company.

Negative Symptoms

Symptoms of a Poor User Experience

  • Bouncing: More than 70% of people leave after one page.
  • Shallow Scrolling: Most users don’t scroll down very far on the homepage.
  • User Complaints: People call because they can’t find their service on your page.

How to Enhance UX

The good news? Plumbing contractors with mediocre or poor user experiences can fix them! Below, we’ll walk through each step of a hypothetical journey that one of your future clients might go through. With each step, we’ll offer ways your business can make significant improvements to your UX and plumbing SEO results!

Part #1: Homepage & Landing Page Impressions

Did you know that the average person forms an opinion about your company within 0.05 seconds of landing on your website? (SWEOR) This first impression heavily influences the ultimate destination of your user experience, whether that ends with another bounce or a quality lead. Of course, 0.05 seconds isn’t enough time to complete a thorough read-through of your homepage. So what elements are crafting that initial opinion?

Simple Design Example for Good User Experience

Even a Simplistic Landing Page Can Provide a Pleasant First Impression!

Key (Initial) Factors in Homepage UX

  • Clean Company Logo
  • Simple Menu Navigation
  • Professional Graphic Design
  • Excellent Images
  • Clear Call(s) to Action

Since the human brain processes images much faster than text, much of the user experience hinges on clean menu design, pleasant spacing, and vivid color. Of course, you’ll need to back this imagery up with well-written content and easy navigation. Ideally, your customer should be able to scroll through your homepage and find their required service within 10 seconds or less.

Part #2: Progressing into Services

Speaking of navigation, your menu system forms the backbone of your site’s user experience. Keeping the menu concise and visible can be a serious challenge, especially for plumbing contractors with numerous service offerings. The temptation to include every single repair service spells disaster for far too many businesses. So does the allure of dozens and dozens of city pages.

What do all these pages do for customers however? They make it exceptionally difficult to find the services they actually need.

An Example of How a Schema List Aids the User Experience

Schema Lists Make it Easy for Users to Navigate to Their Desired Services.

Most successful plumbing companies restrict themselves to a handful of service categories. This allows users to find their services quickly, instead of instinctively bouncing from text overload. If your company caters to a larger community, be sure to limit your city pages too! You’ll still get a high volume of calls, and crafting quality content will be so much more manageable.

Part #3: Engaging Users With Content

Most Americans go through content at a 9th grade reading level. In other words, plumbers need to keep wording professional but fairly simple. Avoid throwing out special terms that only contractors understand. While it might feel exciting to prove your plumbing expertise, your potential clients won’t appreciate the vernacular. Let your license and association credentials prove your skill!

What other tips can help plumbing companies improve their SEO results and user experience?

Pro Content Writing Tips

  • Don’t forget to include great images!
  • Spell out your service process in a step-by-step list.
  • Manage your customer expectations with average time requirements and costing.
  • Link to other helpful services that might apply to their situation.
  • Include your company name and phone number a few times throughout each page.
  • Mention well-known industry authorities in your content to increase your credibility.
Blogs Aid User Experience

Blogs Create Ongoing Interest for Your Site & Show Google You Mean Business!

If you’re hunting for ways to impress your audience, trying using step-by-step lists and visual guides! As we mentioned earlier, people process visual information a lot faster than they do text. Save their time and energy with these convenient content features.

Part #4: Finishing With a Call to Action

Your site users have made it all the way through multiple pages of text and several minutes of reading. Now, they’re ready to make the call (or email) to your business. This is perhaps the simplest, yet incredibly important part of their user experience. All your hard work could go to waste if there isn’t a clear call to action.

That’s why the most successful plumbers provide call buttons at both the top and the bottom of their pages. Make the buttons clearly visible against the background! Your phone number should be spread across the text too.

The Call to Action at the Top of a Homepage

Remember, Keep That Call to Action Visible at the Top and Bottom. That’s Standard SEO for Plumbers. 

Need Help Crafting Your User Experience?

Our team at the Plumbing Webmasters supports numerous companies across the United States. Thanks to the hard work of our experienced web designers, graphic artists, content writers, and social media experts, our clients dominate search listings in their local service areas! We’d love to help your business grow too.

To learn more about the user experience and how our plumbing SEO experts can help, contact our friendly staff today at (877) 388-9884. See for yourself why so many companies trust us with their online marketing!

Posted: | Updated: Jul 10, 2019 | Categories: SEO

Reputation Management | The Plumbing SEO Podcast

Reputation management encompasses multiple aspects of your plumbing company marketing, including reviews, content creation, and social media. In today’s podcast, Jason and Nolen dig into the subject and explore how plumbing contractors can make their reviews, service pages, and city pages work much harder for their businesses. If you’ve been struggling to improve your local rankings, even if your company has plenty of reviews, be sure to listen in!

Be on the Lookout for These Key Points

  • Do reviews alone improve my local search engine rankings?
  • Should new plumbers focus on reputation management or social media marketing?
  • Is there a way to coordinate reviews across different platforms?
  • Are city pages worthwhile?

Managing Your Company Reputation

In a way, reputation management revolves more around the perception of your plumbing company than anything else. Along with the obvious consumer perceptions created through reviews, your site’s graphic design, and navigation, there’s another crucial aspect that all too many plumbers forget about. How does Google perceive your business?

In the past, we’ve talked about the crucial E-A-T factors: expertise, authoritativeness, and trustworthiness. When Google spiders (re-examines) an existing plumbing contractor website, it attempts to identify data elements that show your site, content creators, and business possesses these qualities.

Where Google Looks for E-A-T Factors

  • For Expertise: Content creator bios, content organization and quality.
  • For Authoritativeness: Content, creator bios, reference sites, keywords, & web design.
  • For Trustworthiness: Reviews, geo-tags, check-ins, images, navigation, and link profiles.

These character traits impact both Google and customer perception of your business. Of course, that also means you can expect two-fold benefits when you nail all three elements! Below, we’ll dig into three of the most crucial aspects of reputation management.

Reviews

Review Management

Reviews can make or break a plumbing business. While almost any plumber could tell you they need reviews, many don’t know how to collect them effectively or what to do with them once reviews start pouring in. While they certainly contribute to a company’s perceived trustworthiness, reviews don’t automatically cause your site to rank higher on google

So how can you get the greatest value from your customer testimonies and all those 5 star ratings? First, make sure your reviews come from a variety of sources. In other words, don’t put your eggs exclusively in Google Reviews, Facebook, or Angie’s List. While Google once prioritized recommendations through their own platform, the search engine now prefers a more diverse collection from multiple sources.

Second, be sure to take time to display customer reviews inside of your website! Not only does this please Google, but potential customers will also feel more confident about using your services. It may take a bit of research to find a widget that presents reviews in the way matches your tastes. At the Plumbing Webmasters, our team actually uses our own special platform called Righteous Reviews which convenient pulls recommendations from Facebook, Google, and other top providers.

Website Optimization

Site Optimization – Navigation & Service Structure

Continued site optimization also impacts your reputation management. After all, few things affect a customer’s first impression of your company than your website design. Will they have a convenient time of browsing your services when they land on your homepage, or will they get frustrated and leave? We’ve encountered so many plumbers over the years who ask why their site isn’t performing well, only for for our experts to learn their design was creating a terrible user experience.

Simplistic, concise navigation makes for the best visitor interaction. That’s why many of the most successful plumbing contractor websites simply rely on a few service categories to showcase their work. This simplistic navigation also makes it easy for Google to explore your website and identify your key services.

Content Dev

Content Creation

Of course, professional content also impacts your company’s reputation too! Not only does the quality of the material affect Google’s perception of your business, the quantity affects your ratings as well. Companies that release new content on a regular basis tend to earn better rankings in the long run.

What Types of Content Can You Use?

  • Blogs
  • Podcasts
  • Videos
  • Images
  • Guides
  • Infographics
  • and More!
A Review That's Been Geo-Tagged

Geo-Tagged Reviews Shows Proof of Your Service Around the Community.

Two Ways to Enhance Reputation & Rank Up

As we’ve mentioned before, our team at the Plumbing Webmasters utilizes our own in-house tool to collect reviews. Righteous Reviews allows customers to leave reviews for their preferred platform (Google, Facebook, etc.) directly on a client’s website. It also collects reviews left on those platforms and citation services.

While that cross-platform functionality certainly offers convenient reputation management, the really exciting benefit of Righteous Reviews is geo-tagging! When a customer receives a request for a review (usually via text), their submission gets tagged on Google Maps without revealing their exact address. Google loves this input, and ranks up websites that display them.

Our reviews platform also allows plumbing professionals to check-in on a job site, provide a tag of the service they’ve provided, and even post pictures of the work they completed. Again, this information gets geo-tagged in Google Maps and displayed on that client’s related service page and city page. Even if each plumbing truck only checks in a few times a day, that leads to dozens of checkins within a single week! This provides extremely visible proof of your activity to Google, and the search engine greatly rewards the effort.

An Example of Reputation Management Through Service Check-ins

Google Loves to See Geo-Tags of Your Company’s Activity Around the Community!

If you’d like to learn more about the processes behind reputation management, or if you’d like additional details about how Righteous Reviews can help your business, give us a call at (877) 388-9884. At Plumbing Webmasters, our clients regularly dominate the rankings in local search! They earn higher traffic volume, stronger user engagement, and better lead generation. We’d love to partner with your plumbing business too.

Resources For Additional Information

Earlier Talks on Reputation Management:
3 Things Clients Can Do Better Than Us

Our Related Services:
Reputation Management
Google Reviews
Righteous Reviews

Posted: | Updated: Aug 13, 2019 | Categories: Podcast

Plumber Online Marketing Confusion | The Plumbing SEO Podcast

Lately, we’ve talked with a lot of plumbing companies about highly technical services that marketing agencies try to sell them. In today’s podcast, Nolen and Jason talk about the dangers of single-service “cure all” solutions. To help you understand some of these crucial terms, we’ve also provided a short terminology guide at the bottom. If you’ve struggled to determine what your plumbing company needs to succeed online, be sure to listen in!

Look Out for These Key Points

  • Can a singular service improve my rankings online?
  • Is a low-dollar service package a good deal?
  • What do these online marketing terms mean?

Confusion Regarding Online Marketing

For roofing contractors, explaining concepts and processes to homeowners is a crucial portion of the job. Not only do you manage expectations better this way, you also enable your customers to make informed decisions based on their needs. Now imagine a homeowner that claims they need a particular service (which you know to be unnecessary) because a shady roofer said so. Naturally, you’d want to guide your client towards the best solution, and steer them away from potentially wasteful suggestions.

When it comes to online marketing, plumbing contractors often rest at a significant disadvantage to the professionals within the marketing industry. That’s because marketing experts spend countless hours researching the latest trends in online search. Most businesses use this information to better serve their current and future clients. Unfortunately, some marketing companies try to exploit this knowledge gap for the own ends.

That’s where we see the rise in buzzword marketing, promoting a technical service in a way that sensationalizes both the function and the results of the solution. In buzzword marketing, an agency salesman often takes a service out of context with the rest of search engine optimization (SEO), making it difficult to understand its purpose. Of course, the sales pitch usually comes with dramatic claims of soaring site traffic and customer leads.

Be Careful of Cure-All Solutions

Plumber SEO is influenced by hundreds of different factors. Many rest within the confines of your commercial website and how well it’s optimized for search. Other external factors include your business’ reviews, the completion of your Google My Business listing, and your social media marketing activities. All of these points contribute towards your overall online marketing success.

If a business struggles with low rankings, slow traffic, and poor lead generation, it’s almost never because of one factor. So when a marketing firm comes along and promotes a singular service to turn everything around, plumbing contractors should automatically be suspicious. If a company approaches you with a brand new, highly complex solution, take it with a pound of salt!

Taking a Full Health Approach

The most successful (results-producing) marketing companies always examine their clients from a broad point of view first. Our team at the Plumbing Webmasters examines hundreds of data points whenever we take on a new client. That’s because your search engine marketing (SEM) success depends on your success in several key areas.

Crucial Factors for Success

  • Factor #1: Your Company Website – Coding, Keywords, Content, and Management
  • Factor #2: Your Advertising – Adwords PPC Campaigns, Facebook Ads, etc.
  • Factor #3: Social Media Content – Visitor Experience, Reviews, Response Speed
  • Factor #4: Citations – Reviews on Google; Listings on Yelp and Angie’s List
  • Factor #5: Phone and Email – Employee Courtesy, Responsiveness, Organization
  • Factor #6: Credentials – Licenses and Certifications (Including Their Promotion)

All of these elements contribute towards your lead generation and online search rankings. If that seems like too much to handle for your plumbing business, don’t worry! Experienced digital marketing companies have both the time and the experience needed to handle all of these elements (minus the credentials, that’s on you).

Below, we’ve taken some of the big industry buzzwords and provided a brief explanation for each. The next time a marketing company tries to sell you something you don’t need, you’ll have a wonderful surprise waiting for them!

8 Fancy SEO Buzzwords Explained

Search Engine Marketing (SEM)

This is a broad term encompassing all the activities devoted to promoting your business on Google and other search engines. Practically every element of online marketing falls under SEM.

SEO Elements Illustration for SEM Reporting

All of the Outside Elements Feed Into Search Engine Optimization.

Search Engine Optimization (SEO)

Another broad term, typically referring to website design and other activities meant to get your site acknowledged, analyzed, and (highly) ranked by Google and other search engines. It can be divided into two categories:

  • On-site SEO: activities and elements inside of your website meant to improve rankings
  • Off-site SEO: activities and elements outside of your website meant to drive better site rankings

Keywords / Key Phrases

These are words and phrases intentionally placed inside your site content. Ideally, your content should include words and phrases frequently searched by people in the Google Search Bar. The search engine identifies these words inside your site and uses them to determine a page’s relevance during a consumer’s search query.

Content

This short, but profound term refers to any material created by a business, organization, or individual for the purpose of consumption. This may include written material, videos, infographics, pictures, and more. In the context of a plumbing website, content usually refers to the material in your service pages, homepage, “Contact Us”, “About Us”, and blog posts.

Content Marketing

This concept made its popular debut over 5 years ago now. It refers to the development and distribution of non-sales oriented content for the purpose of creating followers. This is why businesses now produce so many guides, top 10 lists, industry FAQs, blog posts, and podcasts (like this one). While the process takes time and consistent effort, content marketing is designed to grow brand value, enhance rankings, and establish your company as an authority.

An Example of Content Marketing

Content is a Crucial Element on Online Marketing That Drives Engagement and Promotes Your Brand!

Geo-Fencing / Geo-Targeting

Google Adwords and other paid search ad platforms provide the ability to target specific geographic area. This is by no means a new capability, though it is an important factor in creating a cost-effective and productive ad campaign. To visualize it, imagine choosing a point on a map and drawing a circle around it with your chosen mile radius. That’s geo-targeting.

Social Media Marketing / Advertising

Social media platforms (such as Facebook or Instagram) are excellent places to promote your business. Social media marketing is the process of promoting your brand, company, and services through these platforms. Facebook Business is a particularly helpful tool, as businesses can easily create a highly-functional place for potential customers to research and interact with your company.

Social media advertising involves using these platforms to post advertisements to potential customers. Multi-billion dollar giants like Facebook have done a great job of equipping your business to target specific users and geographical areas.

Schema Markup / Coding

Think of these as special features coded into your website for higher functionality and better recognition from Google. These are small elements of search engine optimization (SEO) that can have profound effects on your rankings, but only in partnership with quality content, professional website design, etc. When our team at the Plumbing Webmasters says that we’ll provide a custom-built website for your business, we’re often referring to this special coding and graphic design.

Team Up With the Plumbing Webmasters!

We hope that you’ll take the knowledge here and use it in your journey towards productive online marketing. Remember, your success depends on healthy optimization for your overall strategy, not just one area. Should you decide that your business requires a professional digital marketing team, our crew at the Plumbing Webmasters would love to help you! Our clients earn better rankings, deeper engagement, and higher-quality leads. To learn more, simply call us at (877) 388-9884.

Resources For Additional Information

Earlier Podcasts and Articles on Online Marketing:
– Launching a New Service: https://www.plumbingwebmasters.com/new-plumbing-service-launch/
– For New Companies: https://www.plumbingwebmasters.com/how-to-start-a-plumbing-company/

Our Related Services:
– Big Picture SEO: https://www.plumbingwebmasters.com/seo-services/

Posted: | Updated: Aug 13, 2019 | Categories: Podcast

3 Ways to Leverage Your Facebook Business Page

At Plumbing Webmasters, we work with numerous plumbing contractors across the country as they work to streamline their social media marketing efforts. Time and time again, we see that familiar light bulb go off as they realize the power that social media platforms (particularly Facebook) offers for their plumbing SEO and advertising efforts. Because of the enormous marketing power that the tech giant offers professionals around the US, our team developed a handy guide for getting more out of your Facebook business page!

Keep in mind, these tips may work for other social media platforms too. If you read along and think “Hey, this could work for my Twitter Account!”, go for it.

Pro Tip #1: Share (and Re-Share) Content

Nothing adds fresh life to your website like rich visual media and informative guides. Google loves this type of content! With thorough plumbing SEO and proper formatting, your content may earn a spot of the top of consumer SERP results as a featured snippet

Then again, there’s only so much real estate in your plumbing company website. Sometimes there’s simply no room for that high-quality video of a recent project. Your Facebook business page offers a perfect place to showcase your most attractive work that (for whatever reason) can’t be posted to your blog or gallery.

Plumbing Contractors Leave a Post on Their Facebook Business Page

Have a Great Guide You’d Like to Share With Potential Customers? Share it on Your Facebook Business Page!

Unless your company blog already has a substantial following, content rarely travels beyond the page. That doesn’t mean it doesn’t offer valuable results! Much of Google’s ongoing website evaluations depend upon a steady stream of new content. Facebook offers an environment much more conducive to sharing your best materials. That includes both organic sharing and paid advertising.

A New Content Lifecycle

The plumbing industry rarely experiences dramatic change, at least on a year to year basis. That means that practical guide or homeowner savings blog you wrote last year (or even two years ago) still offers great value for your clients! It simply needs updates. One of our favorite tricks at the Plumbing Webmasters is taking outstanding, but aged content and refurbishing it. For instance, we grabbed an older guide, updated the content, added invigorating visuals, and re-released one of our favorite plumber SEO guides (Your 2019 Plumbing Content Strategy).

So how can your business take advantage of this convenient trick?

Recycling Old Content on Facebook

  1. Step #1: Take any well-performing content from previous years.
  2. Step #2: Review the material and make updates for the current year/audience.
  3. Step #3: Add fresh keyword optimization. Target hot questions from People Also Ask.
  4. Step #4: Infuse fresh visuals, including diagrams, photos, and/or infographics.
  5. Step #5: Re-post on your company blog page.
  6. Step #6: Take the new version and post it to Facebook (minus any internal site links).

Pro Tip #2: Build Your Brand

A Plumbing Company's Facebook Review Page

Nothing Creates Trust Faster Than Open Accountability! Keep Asking for Those Google and Facebook Reviews.

Think of your Facebook business page as the younger brother to your company website. No only does it offer your customers valuable information about your operating times, reviews, etc., it also provides you with opportunities to enhance your brand image! The three most essential qualities you can convey about your business are expertise, authoritativeness, and trustworthiness. Also known as the E-A-T factors, these traits promote deeper interest with prospective clients and higher rankings on Google SERPs. 

E-A-T Up!

So how can plumbing contractors use their Facebook business page to create stronger relationships? Look for activities that naturally develop your E-A-T factors! Below, we identify ways to develop your Facebook profile in a way that emphasizes these qualities.

Expertise

Qualifying Expertise

A Company Directly Links Their Website to Their Facebook Business Page

This Particular Company Uses a Website Portal to Showcase Their State Plumbing License.

Does your plumbing company offer the necessary credentials and experience to warrant a higher ranking on Google SERPs? That’s the question that the search engine tries to answer every time it evaluates content from your website. After all, directing people to an un-certified professional would reflect poorly on Google’s listing capabilities. That’s why plumbing contractors must properly showcase their…

  • State License(s) and/or Certification(s)
  • Brand Certifications
  • Training Certifications
  • Related Association Membership Badges
  • Years of Experience

All of these website elements show that the company and employed individuals offer the necessary expertise to provide quality service. Your Facebook business page deserves the same treatment. After all, some homeowners shop exclusively through Facebook. Be sure that your certifications and licenses are featured prominently on your Facebook homepage (or under a “Licenses” page). Likewise, anyone creating blog posts or having content posted under their name should also have their credentials visible at the top or the bottom of the page in a brief bio.

Authority

Displaying Authority

This Bio Shows Clear Expertise and Authority. Source: PM Mag

Who would you trust more: a master plumber with 20 years experience or a hobbyist with no certifications? Expertise focuses explicitly on the qualifications of a business and employees. According to Google’s Search Quality Evaluator Guidelines, authoritativeness examines the website as a whole, the content within, and the authority of the plumbing contractors.

Questions Google Might Ask

  • Does the website incorporate professional design with competent navigation?
  • Does the content link to authoritative industry sources?
  • Does the site review and refine content on a regular basis?
  • How often does the site produce new content?
  • What are the content developer’s qualifications on the subject?
  • How many other sites link back to material in this website?

If your business has already been around for years, odds are you and your employees already have significant industry knowledge that’s worth sharing. Share your professional insights (or have a content writer ghost-write them for you) in a simple guide. Just make sure you proudly share your credentials in certification form or in a bio (as in the example above). Authoritative content shared by an experienced industry authority: that makes for good plumber SEO and great shareability!

Trustworthiness

Earning Trust

Trustworthiness offers a bit of a conundrum. On one hand, you can easily spell out the various activities and qualities necessary to earn trust. On the other, building rapport with followers and customers takes genuine effort and (often) a lot of time. The fastest way to prove your company’s trustworthiness is to let your happy customers lay the groundwork!

Examples of Great Reviews on a Facebook Business Page

Most People Trust Online Reviews as Much as a Recommendation from a Friend or Family Member.

Of course, you’ll have to ask for reviews to receive them! If you haven’t already, try creating a special “Please Review Us!” card (or text program) that your professionals can distribute to customers after a job. Facebook page is the perfect place for reviews for many reasons.

Why Facebook Business Reviews are Awesome

  • They’re prominently featured across each page.
  • Customers tend to speak more informally.
  • Your business can easily write back to customers to thank them.
  • Facebook reviews can be easily seen by Google too, affecting trust ratings.

While it may be tempting, never erase negative reviews unless they contain inappropriate or hateful speech. Show a clear, thoughtful attempt to address any unhappy client posting in the reviews. An unhappy review here and there actually creates a sense of credibility that you wouldn’t have with only 5-star ratings.

Pro Tip #3: Generate Additional Leads

With over two billion active users on Facebook, no other social media platform offers such fantastic opportunity for developing leads away from your website. As we mentioned before, your Facebook business page provides a capable second outlet for connecting with potential clients. To support plumbing contractors and professionals in other industries, the social media giant provides incredibly sophisticated analytical tools too! Perhaps the most important tool is Facebook Insights.

What sort of information do you have at your disposal?

A List of Data Elements Businesses Can Glean From Facebook Insights

Examine the Demographics and Behavior Patterns Behind Your Target Market! Source: Buffer

Think of this analytical tool as a report card for your Facebook business page, but one that offers infinitely more detail. Your social media marketing team can easily track performance, outreach, and engagement with your target community. The platform also makes it easy to take your most popular posts and turn them into paid advertisements via the “Boost Post” feature. Do you have a particular video or guide that people just go crazy for? Try turning that content into an ad and target your geographical area.

Speaking of targeting, a huge percentage of wasted ad budget can be traced back to campaign / target mismatch. You have the right promotional message but the wrong audience. With Facebook’s ability to deliver pinpoint targeting (demographic, monetary, industry, etc.), you can rest assured that your advertising shows up in front of the eyes you want to see it. Now you can reach new markets you’ve been dying to test.

To learn more about Insights and other invaluable tools, check out the Facebook Business page!

Plumbing Webmasters & Social Media Marketing

Feel like your team has neither the time nor the energy to successfully manage a Facebook business page? Our team at Plumbing Webmasters would love to help! Our social media marketing team specializes in building long-term engagement and optimizing your page for search. We also target those essential E-A-T factors (expertise, authoritativeness, and trustworthiness) to expand your business online. Clients regularly experience faster lead development, increased ROI on ad spend, and superior plumber SEO development.

Call (877) 388-9884 for Your Facebook Business Page!

Posted: | Updated: Jun 24, 2019 | Categories: Facebook