When plumbing companies first sign on with Plumbing Webmasters, they often ask about the importance of blogging for their business. For starters, you can check out this guide to blogging for plumbers. But beyond the art of blogging, contractors often wonder whether blogging matters in the first place. So here are a few reasons you should publish a regular blog for your plumbing business to ease those concerns.
1) Reach More Prospects
Your service pages will attract a good share of potential plumbing customers. However, you may only connect with a segment of customers through blogging. Blog posts can target more informal keywords than service pages and typically cast a broader net on search engines. People who may just be inquiring about different plumbing fixtures may find a relevant blog post on your website. Although they aren’t ready to buy today, they will enter your marketing funnel and have a good chance of buying later.
2) Boost SEO
Google favors websites that establish topical authority. Blogging helps your website cover more topics and expand on basic ideas. As you produce high-quality blog posts, google begins to acknowledge your website as an industry titan while competitors lag with basic and formulaic content. You can use tools like Moz Keyword Explorer to find content gaps between your site and competitors. Let’s say, for example, your competitor writes a how-to post about keeping your pipes activated. You can now compete with their SEO by targeting the same keyword and writing a high-quality blog post optimized for the very term.
3) Create Linkable Assets
Google uses inbound links as a ranking factor but outlines strict rules against unnatural links through payments or schemes. That leaves one legitimate way of getting links to your plumbing website in 2021, which is to produce high-quality blog posts worthy of a link back. One type of post that gets attention is a study or research case. For example, maybe you’ve run numbers on the percentage of pipe repair jobs you’ve called or the seasonal changes in your client’s plumbing problems. If you can publish a blog post citing original statistics, you can count on one or more publications linking to your blog post, boosting your domain authority and trust flow.
4) Encourage Social Sharing
Platforms like Facebook and Twitter encourage accounts to share links to their content through social media posts. For plumbers, it can be tricky to meet these standards since sharing a service page about pipe repair may not appeal to your followers. One great solution is to share blog posts that cover more exciting topics. One such example would be the top 10 plumbing problems for 2021. If you can share a post like this on your Facebook or Twitter accounts, you will generate more engagement than sharing a simple service page. You will also come across as an attentive social media account rather than one that relies on spamming content for the sake of “activity.”
5) Maintain Website Freshness
The SEO industry has long pushed the concept of website freshness, which applies to how frequently a website updates. While the Google algorithm update itself does not specify blog posts as the source of freshness, producing regular posts will undoubtedly achieve the same goal. Of course, you should update other pages as needed, but creating a few new posts each month will ensure that Google continues to crawl your website and finds all the necessary information to rank your site appropriately. Blog frequency can also help keep existing clients engaged, especially if you have an email list to send out new posts each time you publish.