Author Archives: Plumbing Webmasters

Optimizing Service Pages for Plumbing Websites

As a plumbing contractor, your goal is to generate leads for your business. But not all leads are the same. For instance, a lead for a sewer line repair is far more valuable than a lead for a clogged drain repair. Despite this, clogged drains are far more common than broken sewer lines, and therefore the quantity of those leads is greater. So how should plumbers apply all of these concepts to their website, and leverage them for the highest possible revenue? By accessing the data and implementing it. Here’s the national average cost of plumbing repair services, by repair type:

National Average Cost of Plumbing Repair Services Graph

 

Optimizing a web page for sewer line repair should be a priority, as long as the service is something your company is capable of performing successfully. The inclusion of this page within your site should not conflict with the page for clogged drain repair, which will be optimized exclusively. If properly designed and optimized, a plumbing website can draw organic traffic from Google search queries, and generate valuable leads. By having multiple service pages, each optimized for their specific niche, web traffic should be diverse which should translate to leads and revenue. Call 877.388.9884 for plumbing website design services for contractors.

Creating a Site Structure

To effectively optimize individual service pages, the process must start with site structure. Every website created at Plumbing Webmasters is designed with a logical structure that includes top-level (parent) pages, and low-level (child pages). Not only does a logically sound structure facilitate a positive user experience, but it also appeals to search engine crawlers (the 2 things are not mutually exclusive). Here’s an example of a logical website structure for plumbing companies:

Home

About Us

Residential Plumbing

  • Clogged Drain Repair
  • Water Heater Repair

Commercial Plumbing

  • Gas Pipe Repair
  • Sewer Line Repair

Contact Us

Obviously the structure will vary by company and depended on the services their business offers. Some plumbers focus on only residential plumbing in which case that would become the single top-level service page with a number of low-level pages underneath it. The About Us and Contact Us pages help the visitor learn more about your company, its philosophy, and in the case of Contact Us pages, how they can best get in contact with your business. In an ideal scenario, your contact info will be published throughout your site and its pages, and not be exclusive to the Contact Us page.

Optimizing Service Pages

Once a site structure is established, the next step is to optimize each service page. On page SEO requires attention to detail and preparation. Part of preparing includes researching keywords that relate to the individual service. If it is clogged drain repair, some of the terms might include; clogged drain repair, clogged drain repair cost, clogged drain snake not working, etc. For sewer line repair pages, the terms might be; sewer line repair, sewer line repair cost, sewer line repair options, etc. After conducting research, it’s time to optimize the page, using these steps:

  • Content Writing: Writing engaging, unique, and valuable content
  • Keyword Placement: Placing the researched terms seamlessly within the content without overdoing it
  • Link Building: Embedding helpful internal links to help the user navigate to other parts of your website
  • Tag Optimization: Optimizing title, header, meta, and image tags with keywords

Old habits die hard, and one bad habit left over from the black-hat days of SEO is keyword stuffing. Websites historically have overused keywords within their content in hopes of earning a higher rating. This no longer works to the site’s advantage, and can actually hinder its ratings in some cases. Google prefers content that uses synonyms of words rather than duplicates. This preference stems from a prioritization of user experience, which is enhanced by the diversification of terms. Other black-hat optimization tactics to avoid include hidden links & text, and sneaky redirects. The team at Plumbing Webmasters will make sure your pages are optimal.

Producing Leads From Service Pages

Once a service page is optimized with SEO, it’s time to maximize its lead generation potential. The best way to do this is through click-to-call functionality. With this method, phone numbers on the individual service pages appear as clickable links or buttons in which a mobile user can select and be immediately connected to your office phone line. When a prospective customer reaches this point, they become a clear-cut lead. Having read through the on page content, and made the decision to click the phone number, they have demonstrated interest in your services. It is now your job as the plumber to close the deal. The consumer’s’ journey should look like:

  1. Step 1: Google Search
  2. Step 2: Website Entrance (via search engine)
  3. Step 3: On Page Reading
  4. Step 4: Call To Action (click-to-call)

None of the above is possible without on page optimization which will be the determining factor and if and how well your page ranks on results. Since prospective customers often know their general problem, their search queries can be quite specific. This specificity makes the presence and optimization of individual service pages even more crucial. By diversifying service pages, all kinds of prospective customers are able to enter your website. If customer A searches for “i need faucet repair” and customer B searches for “problems with sewer line,” your website should appear viewable for both of them, but at separate entry points.

Tracking Your Website’s Performance

To consistently refine your website, you must measure its performance via Google Analytics. This free tool empowers companies to track the source of their traffic, and how frequently individual pages are producing clicks and leads. If data indicates that a certain page on your website has a high bounce rate, it’s likely that the page in question is lacking something, or perhaps attracts visitation under misleading pretenses. In some cases, low performance pages are a commentary on the service itself, which might lack significant interest within your company’s local service area. Using Google Analytics, plumbers should track the following:

  • Bounce Rates: The rates at which users are exiting the website, and its individual pages
  • Events / Actions: How often users complete a desired call to action, which is called an event on GA
  • Individual Pages: How frequently users enter the website via a particular page
  • Traffic Sources: From which sources web users are entering your website

Since Google Analytics is a free tool, every plumbing website should have the tracking code within their HTML. Analyzing data produced from the tracking can be complicated for novices, and oftentimes requires professional assistance. Furthermore, the data itself is only as valuable as its subsequent implementation. Learning that a particular service page has an exceedingly high bounce rate only matters if the issue is fixed. With this in mind, GA can be a dynamic tool for plumbing websites, and one that empowers plumbers to consistently improve their marketing campaigns.

Web Page Improvement Processes

Plumbers must use the data produced through GA to improve individual service pages. If the page for water heater repair is performing poorly, and the page for clogged drain repair is performing well, deep dives into the data can shed light as to why. For instance, is the lack of performance based on a lack of visitors to the page? Or is it stemming from page visits that are not amounting to leads? If it’s the latter, comparing and contrasting that page from the higher performing one can help identify characteristics it lacks. Sometimes the disparity is more a commentary on the price differences in the service. Process for improvement should include:

  • Calls To Action: Ensuring the consumers journey to completing the call to action is optimized
  • Content Rewrites: Rewriting content to be more engaging, unique, and valuable
  • Graphic Design: Evaluating the visual appeal of the page(s), particularly the graphics
  • On Page Optimization: Refining the SEO practices used on a one or more service pages

To construct a high performance plumbing website, a diverse skill set is required. Professional designers can make the site visually appealing and ensure that technical optimization is completed, including site speed testing, coding parameters etc. Content marketers strategize the site’s page structure and ensuing content. Finally, SEO experts handle the on and off page optimization for the website, along with its individual service pages. Finding a company that provides all of these skills and understands how to implement them cohesively can be challenging, not just for plumbers, but for any small business. With that said, knowing what you are looking for is a great first step.

Plumbing Webmasters Services

If any of the above concepts seem foreign to you as a plumber, you’re not alone. Running a full time plumbing business can be a stressful and time consuming, and that’s without worrying about digital marketing. For these reasons, Plumbing Webmasters was founded to assist plumbing companies in maximizing their marketing reach through digital means. As a company that designs custom websites on behalf of plumbers, and optimizes them with individual service pages, we provide the ultimate internet marketing experience. Since we focus specifically on your niche, our data supports your goals, and your goals only. We offer the following:

  • Content Marketing: The production of engaging, unique, and valuable content
  • Local Mapping: The establishment of plumbing companies’ location on Google Maps
  • Search Engine Optimization: The optimization of plumbing websites for Google search results
  • Website Design: The creation of custom plumbing websites that represent each client’s brand

We’ve been designing custom websites for plumbers for years, and hope that your company will be the next to join our team. We craft SEO-friendly content to go along with a cohesive and logical page structure, complete with service pages for individual service types. Our goal for clients is to increase their search visibility on Google SERPs and to encourage lead generation. With years of marketing experience, and the accumulated data that has resulted from it, we have a unique advantage of other marketers who service all kinds of industries. Call 877.388.9884 for plumbing webmasters services.

Why Plumbers Need Mobile Websites

Time and again, data has shown an increase in mobile internet usage. Still, some plumbing websites remain optimized primarily for desktop display. Recent data from the Pew Research Center reveals that desktop / laptop ownership has actually decreased since 2012. As of January of 2018, desktop / laptop ownership stood at 73%, which while still a considerable number, is a decrease from January 2012, when the percentage stood at 78%. This drop-off has coincided with an uptick in tablet ownership. Tablet computers have risen from 19% ownership in 2012, to 53% as of 2018. See the chart below:

Pew Tablet Desktop Data

Over the same length of time, smartphone ownership has risen from 39% to 77% . While owning a basic cellphone is not especially modern, ownership of wi-fi enabled, browser-friendly smartphones is. These outlandish increases of 34% (tablet) and 38% (mobile), should be noted by plumbing companies across the nation. With 77% of U.S. adults owning a smartphone and just 73% owning a desktop or laptop computer, as of January 2018, it marks the first time in history that more Americans own smartphones than computers. See the smartphone chart below:

Pew Mobile Data

So what does this all mean for plumbing companies and their websites? Here are 3 reasons why plumbers need mobile websites in 2018:

1. Numbers Never Lie

The data has been published, and it’s hard to argue with raw statistics. Since more adults now own smartphones than desktop or laptop computers, plumbers should recalibrate most of their resources to reaching consumers at their preferred medium. Plumbing customers might search for reputable companies by a number of different mobile-oriented means. Some of the most prominent channels to consider include:

  • Google Maps: GPS apps like Google Maps
  • Review Apps: Review apps like Yelp, HomeAdvisor, and BBB
  • Social Media Apps: Social apps like Facebook, Instagram, Twitter, YouTube, and LinkedIn
  • Web Browsers: Mobile browsers like Safari, Chrome, etc.

With so many ways to reach plumbing websites through smartphone channels, plumbers better make sure their company site is presentable. That means simple navigation, with mobile-oriented display, and nothing less. It’s also optimal to incorporate phone number links, so that smartphone users can click-to-call straight from their mobile browser.

2. Convenience is King

Finding a plumber online in 2018, is much easier than it was in 2012. As the data shows, the majority of Americans did not own smartphones just 6 years ago. For this reason, they had to research plumbers on their desktop or laptop computer which entailed several steps. Today, such actions can be performed in a fraction of the time it took only 6 years prior. Finding a plumber via smartphone is convenient for the following reasons:

  • Time: It requires far less time to whip out a phone than to power on a laptop, or sit down at a desktop
  • Location: Smartphones double as walking GPS’s and Google can personalize search results based on a user’s current location
  • Opportunity: Most people have their phones with them at all times, which was not the case with laptops, and certainly not with desktops

For the average American in 2012, an 8-5 work schedule would preclude them from researching plumbers within that time frame. While some might have carried laptops along with them, the opportunity to use it would be few and far between. Today, in 2018, smartphones are on the average American’s person at all times. Lunch break, browse the net. Step out for some air, browse the net. This seismic shift in research opportunity cannot be overstated.

3. An Expansive Selection

As recently as 2012, a consumer’s options were dependent on their personal research acumen. For instance, a skilled desktop user could probably narrow their results by location, reviews, and pricing within a half hour or so. Conversely, a less proficient user would struggle to narrow their options based on reliable metrics. Today, research requires far less acumen and perhaps more importantly; less time. Smartphones do most of the work for consumers, allowing them to make good choices quickly. A smartphone search can narrow plumbing contractors by:

  • Authority: How trusted the mobile website is by Google
  • GPS Location: Exact location of the user
  • Reviews: Legitimate customer reviews, and aggregate star ratings

To expound on the concept of authority, Google ranks websites based on their domain authority, as well as their mobile usability. The two measures often go hand-in-hand because mobile-friendly websites earn higher quality links, which in turn boosts domain authority. As a result, mobile users are presented with the most authoritative options first, which are almost always companies that display mobile-optimal websites. It’s never been easier to locate a quality plumber so efficiently.

Mobile Website Design For Plumbing Companies

Plumbing contractors who read this page might immediately check their own website’s display on a mobile device. This action is actually very intelligent. Viewing your existing website from the perspective of a mobile user, can help you determine whether or not your site, is in fact mobile-friendly. If it turns out that it isn’t, there are steps that can be taken to change that. Plumbing Webmasters offers mobile website design services for plumbing companies throughout the United States. We look forward to crafting your custom website for optimal mobile display.

Our design process is comprehensive and intuitive. In designing a custom mobile site for our plumbing clients, we focus not only on display and navigation, but also on aesthetics. For instance, we optimize client logos for mobile website display, and compress them in a manner that encourages faster loading time. Google favors mobile sites that load quickly, which parallels with a decrease in attention span for the modern internet user. To claim you custom mobile website, call Plumbing Webmasters today at 877.388.9884.

Qualities of a Strong Backlink For Plumbers

Creative Director Points Out Backlink

Inbound Links’ Values Vary By Traits

For plumbing websites to to dominate competitors, their reach must transcend on-page optimization. While SEO is a relative methodology, meaning websites only have to be incrementally superior to the next most formidable competitor, to rank #1, competition is becoming more fierce. With greater access to information than ever before, plumbers are finding ways to improve their websites’ ranking potential, and solidify themselves on top of search engine results. Aside from on-page SEO, the most impactful website attribute is inbound links from authoritative websites. Such links are known in the digital marketing industry as “backlinks”

What is a Backlink for Plumbers?

A backlink is a link from an external domain, leading to your website. Google and other search engines use backlinks to gauge your website’s credibility. This evaluation can work for and against your website, depending on the quality of the linking domain. For instance, an inbound link from a nationally renowned website will improve your own site’s credibility. Conversely, an incoming link from a spammy forum post will have the opposite impact.

How Google Measures Link Quality

The examples cited above are exaggerated illustrations of linking domains. In reality, most domains are not as clear-cut in terms of their quality, or lack thereof. So how does Google measure link quality? Only they know for sure. But 3rd party metrics like MOZ’s Domain Authority give accurate estimations of a given website’s quality, and how highly Google regards it. MOZ cites the following factors in calculating DA score:

  • Linking Root Domains: Amount of unique domains pointing to the site
  • Total Links: Total number of links pointing to the site
  • Other Factors: Unknown, or safeguarded criteria

The DA scale is 1-100, with nationally renowned websites like Google and Reddit ranking near 100. Because DA is a relative score, it’s hard to identify a number, or range of numbers, as good or bad. Websites for local plumbing companies are less likely to earn higher scores because there’s little reason for nationally distinguished domains to link back to them. Still, the goal for websites like these is to have better DA’s than their competitors. If Website A has a DA of 25, Website B should work to earn a DA of 26 or higher.

Follow vs NoFollow Links

When plumbing contractors learn about inbound links, their first inclination is to use directory listings, social media, and similar channels to improve their link profile. Not so fast. While it’s good to link back to your website on directories and social networks for macro-level optimization purposes, it will not improve your Domain Authority. Why? Because Google implemented a system to separate organic links from those added manually. This systematic regulation discourages what amounts to digital anarchy.

Before NoFollow tags were made default on platforms like Blogger and Wikipedia, it became a rat race between websites to build links in any way possible. That meant shameless self promotion on blog comments, forum posts, and spam websites known as link farms. Google’s introduction of the NoFollow tag curtailed these troubling behaviors, and restored link formation to a more appropriate volume. While link spam still exists, it no longer floods the internet like it once did.

Qualities of a Strong Backlink

Now that we’ve detailed what a backlink is, and how it influences search rankings, it’s time to delve into the factors that determine a quality backlink for plumbers. We noted that MOZ’s Domain Authority cites “other factors” in their ranking algorithm, and based on industry research, and the opinions of professionals with extensive knowledge of search engines, we will share our conclusions. Qualities of a strong backlink for plumbers include:

Anchor Text

The portion of the text that is linked is known as anchor text. Research indicates that keyword-rich anchor text has more influence over search rankings. For instance, if an external domain links back to your site from the anchor text “plumbing company in City, ST” it will count more towards your ranking position than if the anchor text were “local services” or something similar. Let’s take use a local plumbing website in Chicago, IL as an example:

  • Good Anchor Text: Chicago Plumbing Company
  • Mediocre Anchor Text: Click Here
  • Bad Anchor Text: Tires On Sale

If you plan to link back to your own website, be careful with the anchor text. Google’s Penguin update cracked down on spam-links which are manipulative in nature. It’s best to produce content worth linking to, and then allowing it to earn keyword-rich anchor text on its own merits. Keep in mind that when linking a blog post or service page from your Facebook or Twitter profile, it will be automatically tagged as a NoFollow link and will not directly influence ranking. You should still link to your content for other reasons, but you should understand what it will and will not do.

Domain Authority

We mentioned that MOZ’s Domain Authority metric was a strong indicator of a website’s ranking potential, and that’s why it is included on this list. Authoritative backlinks hold more weight, a consensus assertion in the industry. And the best metric we have to measure authority is MOZ’s DA. There’s no way to directly influence your own DA, but receiving inbound links from other websites with higher DA’s will certainly help your cause. Google views naturally-built links as associations, and a quality domain linking to your site indicates a vote of confidence from the perspective of search engines. Let’s say your link profile consists of 3 domains:

  • Domain A: 15 DA
  • Domain B: 13 DA
  • Domain C: 45 DA

With other factors being equal, Domain C will have a far greater influence over your website’s ranking position than Domain A or B. Because search engines consider Domain C more authoritative than the other 2 domains, it’s association holds greater value, and reflects more favorably on your own website. The goal is to continue to earn inbound links from authoritative domains which when done consistently, will start to boost your own site’s DA. Be careful of manually building links to your website however, as any manipulative tactics will be policed by Google.

Relevance

While anchor text and DA are important, their value is somewhat conditional. In order for either of those qualities to be considered legitimate by Google, the inbound link must originate from a topically relevant website. As a plumber, receiving a link from an e-commerce jewelry store won’t help much — even when the link has appropriate anchor text and a high DA. This stipulation allows Google to more appropriately gauge the legitimacy of a link, and how helpful it will be to visitors of the linking domain. As a local plumbing company, consider the examples below:

  • Relevant Domains: Local Niche Magazine, Supplies Company, Cross-Industry Referrals (Roofers, HVAC, etc.)
  • Ambiguous Domains: General Blogs, General Magazines, Local Restaurants
  • Irrelevant Domains: Event Page for Yoga Summit, Food Blogs, Non-Local Auto Shops,

Companies can’t always control where their inbound links originate. In fact, there are instances in which competitors will deliberately plant links from irrelevent websites in order to hinder your ranking potential. The good news is that unless these links come from very low-quality and spam-heavy domains, they won’t negatively influence your site. Furthermore, Google provides a disavow backlinks tool for webmasters to distance themselves from spammy links. Again, creating valuable and unique content is the best way to earn relevant backlinks.

Link Management Services for Plumbers

Plumbing Webmasters is an internet marketing company that works with contractors throughout the United States. Our goal is to improve our clients’ respective internet presences, and our service includes link management. We are able to review plumbers’ link profiles and evaluate areas of weakness as well as potential opportunities. We make use of Google’s link disavow tool to distance clients from spam links and deploy professional content marketing to produce link-worthy pages. Because local plumbing websites generally have lower DA’s, overtaking competitors within your service area is an achievable goal, and one we’ll help you reach ethically.

In an effort to empower the consumer, we give clients a choice between one of two basic internet marketing plans. PPL plans require payment only once an exclusive lead is generated on your company’s behalf. MTM plans require a fixed payment at the conclusion of each month. Each plan comes with link management services, along with; content marketing, directory listings, SEO, and website design. As an extension of either plan, clients can invest in add-on services, which include; Facebook advertising, PPC management, virtual office space, and website-reviews integration. Call 877.388.9884 to sign up today.

How Plumber Review Snippets Impact SEO

Managing a plumbing company is not an easy task. That was true before the digital revolution and is even more poignant today. Search engine optimization is an unsettling industry because it is entirely dependent upon the search engine (Google) and how it evolves over time. One of the ways it has evolved is through the introduction rich snippets. Review snippets, have particularly high value to plumbing companies as they can increase click through rates significantly.

What is a Review Snippet?

Back in 2009, Google first introduced rich snippets which are search results enhancements that reveal additional details about a page. These additional details can include everything from NAP information to customer reviews. Rich snippets that display an aggregate star rating of a company’s reviews are known as review snippets. You can see an example of a review snippet below:

Review Snippet Screenshot

The Impact of Review Snippets

The most notable advantage of enhancing your search result with a review snippet is an increase in click through rate, sometimes abbreviated as; CTR. The metric demonstrates the rate by which search engine users click on your result upon seeing it. As you’ll notice in the example above, review snippets are visually appealing and it stands to reason why they would encourage more clicks. In addition to more users entering your website, you’ll also benefit from:

  • Conversion Rate Optimization: Research shows that customer reviews encourage conversions
  • Search Engine Optimization: Increased CTR’s instruct Google to raise your ranking
  • Valuable Traffic: User’s attracted to reviews are likely looking to spend money, and therefore have more value than the average visitor

How Can I Get Review Snippets For My Website?

If you’re interested in enhancing your plumbing website’s search result with review snippets, you can invest in internet marketing from Plumbing Webmasters. We offer pay per lead (PPL) plans, as well as month to month (MTM) plans. Both options can improve your search visibility on Google. We also offer add on services including; Righteous Reviews, a WordPress plugin that displays an aggregate star rating directly on your website. The star rating will also appear on your search engine result. Call 877.388.9884 to learn more about review snippets.

5 SEO Tools Every Plumber Should Be Using

Analytics SEO Tool On Apple Tablet

Google Analytics Is a Valuable SEO Tool For Plumbers

Lacking quality plumbing leads so far in 2018? Are your competitors taking up more of Google’s search results real estate than you? If so, you’ll be interested to read about these 5 SEO tools that can improve your search visibility.

Google Analytics

If you don’t have your website linked to Google’s free Analytics, you are doing your company a disservice. Google Analytics tracks valuable website information including bounce rate, incoming traffic sources, and supports the ability to create custom metrics such as cost per conversion, value per visit.

Google Search Console

Once known as Webmaster Tools, the reappropriated Search Console offers all of the same benefits, and then some. Monitoring data for search queries, demographics, and mobile usability is always useful, but even more so when it’s coming straight from the ultimate source; Google.

MOZ

An emerging suite of SEO tools makes MOZ a close second to SEMRush. It offers various tools including Keyword Explorer, On-Page Grader, and Campaign Tracking. Though its keyword data is not quite as precise as SEMRush, it makes up for it with its Crawl Test and Rank Tracker, among other exciting features.

SEMRush

The cream of the SEO crop, at least according to multiple industry experts. Plumbing companies who want to bury their competition should start with this powerful SEO tool. Although its keyword research component is probably worth the money alone, it is so much more in-depth than just that. With SEMRush you can monitor your competitors organic position, PPC ad text, and backlinks.

SpyFu

If you can’t seem to jump your elusive competitor in the rankings, SpyFu may be what the doctor ordered. With SpyFu, you can track competitor keywords much like SEMRush, and download 11 years of data for both organic and PPC campaigns of any competitor domain. Knowing what to do with all of those numbers requires a level of expertise, but is still, in of itself, impressive.

Plumbing Webmasters

Don’t have the time or resources to invest into SEO analysis? That’s what Plumbing Webmasters is for. Our company is experienced handling online marketing for plumbing companies. We have the data necessary to make analytical decisions that have a proven track record of success. We utilize many of the tools above, on your behalf, so you don’t have to concern yourself with subscribing to them yourself. We will also provide marketing reports so you can review your progress and hold us accountable moving forward. Call 877.388.9884 for plumbing internet marketing services.

Avoiding Black-Hat SEO For Plumbers

Plumber Black-Hat SEO GraphicSEO is always changing. The “O” is dependent on the “SE”. To put it more clearly, the optimization is dependent on the search engine, what it values, and what it discourages. If we’re being honest with ourselves, SEO could easily be called GO, as in “Google Optimization”. Although other search engines exist like Bing and Yahoo, they are secondary considerations at best. Plumbing companies know that Google is the source for their lead generation, and therefore is the platform which must be optimized for.

Because Google has evolved its algorithms, optimization techniques that were once effective, are no longer. Many of those techniques are now considered “Black-hat SEO” which indicates a manipulative tactic used for the sole purpose of tricking search engines. Websites caught using these tactics can suffer in multiple ways. First, the algorithms can drop their ranking significantly. Second, they can be slapped with an official Google penalty. For a list of black-hat SEO tactics to avoid, see below:

Tactic #1 – Keyword Stuffing

The most infamous and prominent form of black-hat SEO is keyword stuffing. This tactic places keywords unnaturally throughout a page’s content, hindering readability, and compromising user experience. Keywords in general have become less valuable as Google’s algorithm has evolved. Since user intent is what Google works to understand and accommodate, usage of keywords in the wrong context is anti-Google. You’ve probably seen instances of keyword stuffing on web pages. It’s easily noticeable because it disrupts the flow of the content. Examples of keyword stuffing include:

  • Content Automation: Developing a program to write content with a certain number of keywords
  • Exact Match Domains: Naming your website an exact keyword
  • Hidden Text: Flooding web pages with invisible text keywords
  • Frontloading: Placing keywords in front of other words in sentences in an unnatural manner

Tactic #2 – Link Scheming

Stay scheming… or don’t — if you want to preserve rank position on Google SERPs. Links have historically been the primary indicator of a website’s credibility. This dates back to the inception of search engines. The presumption used to be, that websites with the most inbound links were the most credible and authoritative.This criteria inspired marketers to acquire links in any way possible, for the sole purpose of ranking higher on search results. Needless to say these links were completely unnatural and only hindered user experience. After Google’s penguin update in 2012, manipulative link building tactics have been disallowed. Examples of these methods include:

  • Link Exchanges: Two websites exchange inbound links
  • Link Farms: Web pages that exist for the sole purpose of establishing inbound links
  • Link Networks: Entities that sell links to websites for the sole purpose of increasing rank

Tactic #3 – Cloaking

Attempts to display separate content to web crawlers and users is known is cloaking. The idea is to lure website visitors under false pretenses, only to provide them with completely different content upon entrance. This content is mostly irrelevant, and usually spammy. Google has cracked down on this method and can penalize any website that engages in it. The irony of this method is that it doesn’t really work, even if executed. Irrelevant traffic is not easily converted into sales, and will raise the bounce rate of your page more than anything else. Once visitors realize they’ve been had, they will angrily exit your website. Examples of cloaking include:

  • Descriptions: Writing misleading meta descriptions
  • Keywords: Optimizing for irrelevant keywords
  • Titles: Misleading title tags

Tactic #4 – Doorway Pages (Sneaky Redirects)

This method is similar to cloaking in that it aims to mislead users and market them something different than they are expecting. In this form, the page itself is optimized to target specific consumers, but it automatically redirects the user to a separate page… usually one that attempts to sell something. The concept behind doorway pages is to attract a wider range of users and funnel them to a destination site. In theory, it is more effective than cloaking, but it still hinders user experience overall, and complicates the crawling process for search engines. Examples of doorway pages include:

  • Funnel Pages: Pages created to funnel visitors to a different destination
  • Location Targets: Pages that exist only to target locations
  • Similar Pages: Nearly identical pages that confuse a website’s hierarchy

Plumbing Webmasters

If your plumbing website has utilized any of the tactics used above, it’s not too late to make a change. Plumbing Webmasters will ensure only ethical SEO tactics are used on your website from this point forward. We will also design a brand new website to eliminate any bad habits that have been ingrained into your search engine optimization. White-hat SEO is the term used for optimization that is ethically sound and adheres to Google Quality Guidelines. Our design team and content team work collaboratively to optimize your website.

Choosing a SEO company can be overwhelming, particularly in this day and age. There are so many options available, and it’s hard to know which is best. Plumbing Webmasters separates itself from the competition by specializing in the plumbing industry. Our narrow-minded focus gives us a leg up on general SEO firms who have to account for all types of industries. Our service agreements are month-to-month so you’re never locked into a long-term contract. Call 877.388.9884 for SEO services from Plumbing Webmasters.

3 Plumber Call To Action Ideas

Developer Crafts Plumber Call To Action

A Call To Action Closes The Deal And Completes The Pay Per Click Ad Process

Plumbers who invest in internet marketing share a common goal. They are determined to generate leads online and grow their customer base. There are a variety of channels on which plumbers can market and advertise their services, including content marketing, PPC advertising, and social media. To turn an interested consumer into a paying customer, you need a strong call to action. A call-to-action (CTA) is content (video, image, or text) that encourages users to complete a desired action (i.e. phone call, email subscription, etc.). Take a look at 3 plumber call to action ideas below:

1) Free Stuff

Who doesn’t love free stuff? We’ve yet to meet one, and doubt that you have met one either. The 4 letters F-R-E-E jump off the screen to consumers. Offering a discount for first time customers, or including a complimentary item or service as a bonus can really generate interest quickly. Check out some of the examples below:

  • Call (Phone Number) To Claim Your Free Plumbing Inspection
  • Subscribe Here To Win a Free Bathroom Remodel
  • Text (Phone Number) For a Free IPhone Case

2) Discount Deadline

Effective CTA’s have a sense of urgency and there is no better way to create urgency than with a deadline. A discount deadline makes consumers feel like an opportunity is right in front of them, and that they must make a decision now on whether to take advantage of it. More times than not, people will opt to take advantage in fear of missing out on their chance. Examples:

  • Book Your Plumber Within The Next 12 Hours For a 25% Discount
  • Call (Phone Number) In The Next 24 Hours For a 50% Discount
  • Subscribe Within 6 Hours For a 20% Off Coupon

3) Get Personal

As the internet has evolved, consumers have become progressively more sophisticated. They can sift through BS pretty easily in 2018. Furthermore, users are more picky than ever. To reach a consumer at their core, you need to appeal to them personally. With this in mind, effective calls to action make a customer feel like you are speaking directly to them. Examples include:

  • Click Here For Your Personalized Plumbing Service
  • Get The Bathroom of YOUR Dreams By Calling (Phone Number)
  • We Can Fix YOUR Broken Garbage Disposal, Call (Phone Number)

The Plumbing Webmasters Advantage

Having trouble starting a PPC campaign with landing page optimization? Or maybe you just need help writing your call to action. Regardless of your specific marketing needs, Plumbing Webmasters can help you meet and exceed them. We handle every aspect of your internet marketing campaign, from PPC advertising and landing page optimization, to SEO marketing and website design. Our team works collaboratively to formulate the ultimate marketing solution.

Tired of marketing companies treating you like a number instead of a person? Dump your old service and come on down to Plumbing Webmasters. As leaders in plumber internet marketing for several years, we know what it takes to work with contractors in the plumbing industry, and most importantly how to effectively market to their target audience. Call 877.388.9884 for more plumber call to action ideas.

7 Ways To Generate Water Damage Leads

Pay Per Lead Overview Graphic For Water Damage LeadsStorm seasons fluctuate, and leads can dry up fast for stretches of time. Water restoration companies need to generate enough leads to earn an average annual revenue worth the cost of business. But how does a company go about creating more interest in their services? Below, Plumbing Webmasters will detail 7 ways to generate water damage leads for your water restoration company. They are:

1 Inbound Marketing

Make the consumer come to you with consistent marketing practices. The term inbound marketing refers to “pull” marketing in which consumers are drawn to your services through content. Examples of inbound marketing include:

  • Blog Posts: Consistent and informative blogging
  • Company Branding: Developing a company identity, philosophy, and marketing tone
  • Optimized Web Pages: Implementing SEO on and off page
  • Social Media Content: Producing engaging social posts

In contrast to traditional marketing techniques, inbound marketing focuses on organic reach, and long-term sustainability. As consumers have become more sophisticated, and more empowered, inbound marketing has become even more valuable.

2 Twitter Archives

Twitter’s search function allows you to search all public tweets. Try phrases like “water damage repair,” or “need water restoration”, and see what you find. At the very least you might make some meaningful network connections. Aspects of Twitter to investigate, include:

  • Analytics: Twitter’s free analytics tool
  • Direct Messaging: One on one, private interactions with other users
  • Hashtags: A regional, national, and global discussion mechanism
  • Threads: Expanded conversations dispersed through a chain, or several chains, of tweets

There’s a sometimes unclear distinction between promotion and spam, especially for novices. If any aspect of your profile seems spam-like, expect your company’s reputation to suffer, and don’t expect to gain more consumer interest. The good news is Plumbing Webmasters offers social media marketing services.

3 Targeted Blog Posts

It seems like everyone has a blog nowadays. From the fortune 500 company, to the random college student. With so much excess, how can a water restoration company blog stand out? The answer lies in targeted posts. To create a targeted blog post, you need:

  • Keyword Research: Identification of appropriate keywords using tools like SEMRush
  • Post Optimization: Appropriate use of keywords within title, header, and meta tags
  • Post Promotion / Syndication: Distribution of posts on social platforms, and other channels
  • Quality Writing: Posts should be well-written by professional writers

When you specify a topic, you are more likely to create a meaningful piece of content for your company. Attempting to capture everything in one post is daunting, and unrealistic. Take the low hanging fruit of opportune keywords within your industry. It can help drive traffic to your website.

4 Forums / Blog Comments

For a true pulse of your industry community, or its community of consumers, forums are the best place to gather information. Because forums have a conversational element to them, raw opinions are more available than they would be on a web page or technical document. To garner leads on forums, one must:

  • Contribute: Add value to conversations
  • Engage: Conversate with other members
  • Integrate: Stay active, and avoid spam-like posts, and shameless promotion
  • Strategize: Have a plan beforehand

Properly integrating yourself within a forum community is important. In addition to forums, blog comments serve a similar function. With that said, comment moderation is sometimes lacking the attentiveness of a highly populated forum. Stay away from spammers, or any comment sections that are engaging in unproductive discourse.

5 Email Signatures

Most companies communicate with customers via email, in some form. Whether that’s an e-newsletter, discount and promotional offers, or something else, it’s important to design and implement an email signature. Your signature appears below every email correspondence. It should possess the following features:

  • Call To Action: An encouragement to complete a desired action
  • Contact Information: Website links, social media profiles, etc.
  • Graphical Element: Include an image and / or video of some kind
  • NAP Information: Name, address, and phone number

The best signatures are short in length, as in 2, or 3, lines of text. Nobody is going to spend much time reading an email signature, but if a call to action stands out, there is a chance someone will complete it. Even at a relatively low percentage, this still creates opportunity for water damage leads.

6 Video Content

Speaking of video, YouTube is one of the most popular internet platforms on the web. It’s popularity is astounding, with more 18-49 year old’s consuming YouTube content than any cable television network. For water restoration companies, video content should be:

  • Branded: Use watermarks, overlays, etc., to help brand your video
  • High Quality: Technology has allowed more people to shoot high quality videos, with most modern smartphones having superior recording features.
  • Optimized: SEO exists for YouTube, seeing that it is owned by Google, and its results appear on many common search queries
  • Instructive: As is the case with other forms of lead building, an instructive call to action encourages generation

You don’t have to be a movie director to record high quality business video. It does help however, to invest in a condenser microphone to improve audio quality, as recording from a distance with a built-in smart phone mic, rarely yields optimal audio snippets. The good news is that you can find a good condenser microphone for a low price.

7 Great Web Content

If it ain’t broke, don’t fix it …. Good content is still a trusted way to encourage lead generation, and can be accomplished through keyword research, and high quality writing. The web is full of content, some great, other awful, and the distinction usually lies in:

  • Originality: Can the content be found on other sources?
  • Relevance: Does the content relate to the industry and its subject matter?
  • User Experience: Is the content crafted for search engines, or its users?
  • Value: Does the content provide meaningful assistance to the reader?

While it might be an aging concept, writing good content can still net quality leads from the web. In fact, it relates closely to one of our first tips; inbound marketing. Creating quality content attracts consumers to you, rather than having to go to them to secure the lead.

Plumbing Webmasters PPL For Water Damage Leads

To generate water damage leads, you need to approach marketing from a more innovative standpoint. Paying a monthly fee for internet marketing services such as website design, SEO, PPC, and social media, doesn’t do you much good when zero leads are being produced. In fact, the monthly cost ends up draining your bank account. The solution is Pay Per Lead marketing, often referred to as PPL. With this model, you pay only for results. Call 877.388.9884 to discuss more ways to generate water damage leads!

5 Reasons Plumbing Websites Fail

Fundamentals of a Plumbing WebsiteHaving a plumbing website in 2018 is not a luxury, it’s a requirement. With that said, the mere existence of a company website does not necessarily translate to online marketing success. As leaders in plumber SEO and internet marketing, we have found that plumbing websites that fail generally share common pitfalls. Below we will discuss the top 5 reasons plumbing websites fail, and introduce ways in which you can prevent your website from suffering the same fate.

Reason 1: Erroneous Keyword Targeting

One common problem that plumbing contractors run into, is high traffic with low conversions. This is a direct result of either poor keyword research, or manipulative marketing practices. Even if your website is showing high traffic rates, that does not mean the traffic is valuable, or will lead to sales. Plumbing websites that fail, show the following problems with keyword targeting:

  • Keyword Irrelevance: As a plumbing company, DIY keywords like “how to fix a leaky faucet” won’t generate relevant traffic because there is no “buyer intent” within the word
  • Keyword Stuffing: Placing keywords in your content, unnaturally, in a way that negatively impacts readability, flow, and voice, can cause would-be customers to exit your site abruptly

Reason 2: Poor Calls To Action

Getting a user to visit your website is great, but it does not matter much if they leave without completing a call to action. If you are unfamiliar with CTAs, they refer to an element on a website that encourages users to complete a measurable action (i.e. make a phone call, fill out a contact form, subscribe to a newsletter, etc.) These actions can be tracked using Google Analytics. For plumbers, poor calls to action include:

  • Blending: While you do want your CTA to fit within your website, you still want it to be clear
  • Overselling: Promising services you cannot deliver on
  • Passivity: Failure to use active language discourages engagement

Reason 3: Low-Quality Content

There is an extra emphasis on content quality in today’s SEO marketplace. As a way to fairly distinguish websites from one another, Google looks for indicators of good content, especially in the context of user experience. Websites offering the antithesis of content quality, and positive user experience will suffer the consequences. Examples of low quality content include:

  • Automated Content: Content generated from a robot/machine
  • Scraped Content: Copy/Paste from other websites

Reason 4: Inferior Link Building

All the on-page optimization in the world won’t help your website if it has a poor link profile, or worse yet, no link profile at all. Google’s primary determination of where to rank websites lies in their link structure, which includes inbound, outbound, and internal links. Examples of poor quality links include:

  • Hidden Links: Links unseen by the user, but crawled by search engines plant a red flag on your site
  • Irrelevance: When the link’s anchor text does not relate reasonably to the corresponding page, problems will arise
  • Sneaky Redirects: Forcing a user to a different website when they click on your link
  • Spam: Any inbound or outbound links, from, or to, spam websites will hurt your profile

Reason 5: Inadequate User Interface

Find a balance between aesthetically pleasing web design and organic search optimization can be a problem for inexperienced designers. With that in mind, poor user interface is one of the primary reasons plumbing websites fail. This is especially true when the website fails to display ideally on a mobile device, which is where the majority of web traffic originates. Bad UX is:

  • Clunky: If elements of user interface are obtrusive, it discourages engagement
  • Difficult To Navigate: If a user cannot seamlessly navigate your website with their thumb, it is money down the drain

The Plumbing Webmasters Advantage

Looking to avoid these common pitfalls for plumbing websites? If so, invest in Plumbing Webmasters internet marketing service. Not only will we design a brand new plumbing website for your company, but we will optimize it for search, have it display optimally on all devices, and market it through social media channels, and online citation sources. Call 877.388.9884 to speak with one of our plumbing website experts.

How Voice Recognition Impacts Plumber SEO

Voice Recognition Assistant Timeline For Plumber SEOA 2018 trend that will impact plumber SEO is voice recognition. Though the technology has been around for decades, voice assistants weren’t readily available (Until 2011 at least), and they were never reliable enough to prompt regular usage. The accuracy and subsequent popularity of this technology improved around 2016, and the trend has been growing ever since. Voice assistants are now common in households, and users are relying on these assistants to perform search queries. Plumber SEO will be significantly affected by this new technology, as lead generation platforms like HomeAdvisor have already partnered with voice assistants to help homeowners easily find plumbers through voice search. There are 3 major players in the voice assistant market:

  • Amazon Echo (Alexa)
  • Apple IOS (Siri)
  • Google Assistant

When voice assistant hardware spiked in 2017, Amazon Echo was at the forefront of the revolution. Its integration with smart appliances, including refrigerators, ovens, light bulbs, and security systems made speech commands virtually limitless. Apple IOS was the first major brand to introduce virtual assistants to the masses, way back in 2011. Because the error rate was still fairly high at that time, it lost momentum and never ascended as expected. Today, the technology is much more accurate and was recently added to Apple HomePod to compete with the other industry giants. Google Assistant focuses more on its namesake, Google, and is extremely reliable for vocal search queries. Whichever assistant consumers are using, plumbing companies must adapt to this new technology.

The Influence of Voice Assistants on Plumber SEO

SEO is the process of generating organic traffic to your website through search engines. Now that search engines are integrated with virtual assistants, plumbing contractors must adapt their strategy. There are several things to consider when formulating a strategy that accounts for this new technology. User intent is a major function of organic search results in 2018, and should be the basis for your new strategy. To adapt plumber SEO to voice assistants, focus on the following:

  • Featured Snippets: Users often pose questions to voice assistants such as “who, what, where, when, etc.” and answering these questions on your website can earn you a featured snippet, something that Google Assistant and others will read back to users
  • Knowledge Graphs: Ensuring your website is marked up for knowledge graphs ensures that your business information is pulled on search results for relevant keywords
  • Local Optimization: An optimized Google My Business page, and regular social media activity, can really boost your chances of being referenced by voice assistants
  • Long Tail Keywords: Users speaking tend to elaborate more than they would if typing, meaning longer tail keywords could become more valuable to search optimization

With accuracy rates now well over 90% on major platforms, the trend of voice assistant technology isn’t going away any time soon. In fact, voice search will more than likely continue to ascend, and become even more of an influence on plumber search engine optimization. The good news is that the SEO experts at Plumbing Webmasters can help you adapt to the latest technology. We offer Plumber SEO services to contractors across the United States. Our team is constantly evaluating the latest trends to put your company in the best position to succeed. Call 877.388.9884 for plumber SEO services.