Family holidays are a fantastic time for residential plumbing professionals. With all the festive meals and grease goop going down the drown, it’s no wonder that homeowner calls shoot through the roof! In fact, it’s estimated that “Brown Friday” (the day after Thanksgiving), produces a 50 percent increase in plumbing leads for garbage disposals and sink clogs.
Not every plumbing professional however, is in a place to take advantage of that surge in leads.
If your website and GMB account haven’t been properly optimized, you could be missing out on thousands of dollars in service calls throughout the holidays! Thankfully, that’s what we’ll be covering today in our latest podcast. Listen in as Jason and Nolen explain how to capture more leads through the season.
Key Plumbing SEO Lessons
- Make sure your GMB profile covers each of your major services.
- Keyword-optimized services pages will almost always outperform simple service lists.
- Talk with your marketing service company about optimizing for seasonal surges.
- Make sure your PPC ads each link to a related service page.
Seasonal SEO Opportunities
As with many home service industries, plumbing experiences seasonal spikes in demand. That’s especially true during family holidays like Thanksgiving, Christmas, and New Years. Because this season represents such a considerable windfall for plumbers, it’s also a period of strong online competition. The winners earn premium placement in local map packs, plus the traffic that comes with it.
So how can your business work towards earning these exceptional local listings?
It all starts with plumber SEO, your website, and your GMB account. We’ll dig into some of the most impactful tools to enhance your online marketing performance, both now and in the coming 2020. Ultimately, we’re looking to create a sustainable strategy that offers big dividends for years to come.
The Tools You’ll Need
A Strong Keyword List
What’s the first task you think about when developing a high-performance page? A strong, diverse assortment of keywords not only makes it easier for Google to rank your content, it also creates a better user experience for your site visitors. Each service page should have a high volume primary keyword mixed in with a variety of similar phrases and synonyms.
Where you can you find these premium keywords?
- Answer the Public
- Moz Keyword Explorer
- People also ask (Google SERP feature)
- Blue phrases at the bottom of search results
A Completed & Verified GMB Listing
Considering how crucial the listing is to your local search, it’s remarkably easy to claim, complete, and verify your Google My Business account! If you haven’t done so already, take an hour. Fill out everything and request your postcard verification. Upload those pics and videos. Neglecting your GMB account only hurts your business, so don’t put it off!
Moving forward, make sure to check your GMB on a monthly basis for potential updates. The address you pick for your GMB should match the one you use for all your other citations, including abbreviations. Google continues to update the listing program with additional service categories, so be on the lookout for ones fitting your plumbing solutions.
A Google Ads Account
PPC advertising is a great channel for supplementing your organic leads. They also enable your business to quickly adapt your marketing tactics for seasonal opportunities. While Google Ads is the most recognized and comfortable advertising option for many plumbers, Facebook and Instagram both offer some cost-effective solutions.
When you create a new campaign for Brown Friday, Christmas, or another holiday, make sure you have dedicated service pages to divert that ad traffic to. If you’re going to take advantage of the upshift in drain clogs, have a “Drain Clog Removal” page ready to go! Plain landing pages are better than simply directing users to your homepage, but service pages generally offer the best SEO power for your website.
A Collection of Client Reviews
No one supports your business better than happy customers! Client reviews are one of the most important resources for your local search marketing, but they don’t grow from trees. You need to have a system in place to request feedback after service. Whether that comes in the form of employee training sessions on how to ask for reviews or an automated program, consistency is key.
For more information about automated review platforms, be sure to see our podcast on Righteous Reviews!
Five Steps to Boost Local SEO
Keep in mind, this plan hinges on a solid company web design. If your company doesn’t have that yet, here are 15 amazing plumbing websites to get inspiration from. They incorporate the tips we’re about to reveal.
How to Improve Local SEO Performance
- Step #1: Create three to four primary service category pages.
- Step #2: Write keyword-optimized pages for more focused services, and arrange them by those categories.
- Step #3: Take original pictures with your staff members, then post them in all your pages (as well as your GMB account).
- Step #4: Embed your client reviews into your website. Search for reputation management software, such as Righteous Reviews.
- Step #5: Run service campaigns of Google and Facebook Ads ahead of peak seasons.
Need an SEO Consultation?
Want to get professional input on your plumbing company’s local SEO strategy? Our seasoned experts at Plumbing Webmasters would love to talk with you! Call us anytime for a free consultation at (877) 388-9884. You’ll see why so many of our plumbers earn premium ranking in local, organic, and paid search!
Other Resources From Plumbing Webmasters
Related Articles and Podcasts
– How to Rank Your Plumbing Company for “Plumber Near Me” (Article)
– How to Expand Your Plumbing Business in 2020 (Article)
– Forced to Brand (Podcast)