HVAC-Plumber SEO Webmasters offers content marketing services for plumbers. But it’s important to understand content’s value before investing in services. Additionally, plumbers may wish to write the content themselves or have someone on their staff craft web pages on their behalf. This resource helps contractors learn how to write perfect web content for their plumbing company website. Check out the methods below:
Content Basics for Plumbers
Search engines like Google begin indexing content after your website launches. Your content’s quality and structure determine how Google ranks pages, posts, and images within their index. Google looks for basic building blocks, including page topics, brand authority, and user intent.
Before Google’s series of algorithm updates, ranking content was easy for plumbers. You could insert keywords on a page, and Google would rank it based on the text alone, without analyzing context or user experience. During this era, most websites engaged in keyword stuffing, which is a method of excessively placing keywords within your content, regardless of readability.
An example would look like this:
“We are a plumbing company in Denver. Our Denver plumbing company is the best plumbing company in the Denver area. When you are in need of a Denver plumbing company, call us!“
While keyword stuffing will no longer win you high rankings, keywords themselves are still important.
Keywords are the words people will use to find your website. These are the queries people type into Google or other search engines such as “plumbing company in Denver.” While the above example emphasizes those keywords, it does so improperly and is considered insufficient or spammy content by Google and other search engines.
Perfect content implements all of the following and more:
- Proper Keyword Optimization
- Authoritative and Unique Material
- Essential SEO Components such as Title Tags and Meta Descriptions
Audience, Intent & Authority
Defining your audience and targeting their needs is key to effective web content. Similarly, building authority is essential to ranking for high-volume keywords within the plumbing niche. Before publishing content on your plumbing website, you should consider the following:
- To who am I speaking?
- What do I want them to know?
- How will I portray my message?
Google prefers content that satisfies user intent because it increases their search engine’s value. When users find what they seek, they will return to Google instead of trying out another search engine. As a web-content publisher, your onus is to deliver pages that help your target audience.
Example of a target audience
Homeowners in my local area who need residential plumbing services
Example of user intent
A homeowner searches for plumbing services near me, indicating a need for a local plumbing company
Example of topical authority
Your website features various pages about specific plumbing services like pipe repair, toilet repair, leaky faucet repair, etc.
Depth, Unique Value & User Experience
The worldwide web features over 2 billion websites as of 2021. That’s a ton of content for search engines to index. Google and other platforms can’t index every piece of content, so they prioritize content with depth, unique value, and user experience.
You may have heard the term thin content, which describes pages Google frowns upon and frequently does not index. Examples of these pages are blog posts with few words, doorway location pages, and spun content pages. Creating depth is the goal for your plumbing content, and you achieve it through a full explanation of the topic and subject matter.
Another reason Google may fail to index content is that it lacks unique value. If Google’s index already has thousands of pages about a subject, a worse version of those can’t help their users. Creating uniquely valuable content starts with understanding your subject matter. Plumbers have an advantage in being local, which means that regionally-specific content can create value in of itself without having to reinvent the wheel topically.
Presenting your content is often as important as writing it. Users won’t read through content with illegible text or confusing formatting. Additionally, writing content to trick the search engine compromises its readability. Writers should always prioritize the reader over the algorithm since Google views them as the same entity.
How Web Content Impacts SEO for Plumbers
For local plumbers, ranking on Google search is the top priority for lead generation. Content marketing is a means to an end, and it’s essential to learn how content and SEO work together. Let’s take a look at some of SEO’s main principles:
- Keyword Optimization
- Headings (H Tags)
- Meta Descriptions
- SEO Titles (Title Tags)
- Alt Tags
Keywords within your content are critical to plumbing SEO. Once you identify relevant and popular keywords within the plumbing industry, you must place them on the appropriate pages. There’s an art to keyword density that involves using the word enough times but not too many. Furthermore, it’s necessary to include LSI keywords or synonyms of your primary term. The LSI tactic enhances readability and appeals to Google’s algorithm.
Headings: H Tags
Your copy should include headings, which are called H tags in the SEO world. Typically content management systems display multiple H tag variations, including H1s, H2s, and H3s. An H1 serves as your main topic while H2s are sub-topics and H3s are anecdotes within a subtopic. Structuring content with header tags helps readers consume your writing while allowing search engines to crawl the page.
Meta Descriptions and SEO Titles (Title Tags)
Every web page should have a title and meta description. Similar to headers, both represent HTML tags for Google to crawl and index. Your title tag tells Google what the page is about and how it should appear on search results. A meta description expands on the title with a 150-160 character description of the page content. Both appear on Google SERPs.
Title Length: 50-60 characters
Meta Description Length: 150-160 characters
Example of Plumbing Title and Description
Fort Worth Plumber (Free Estimate) | Jim Bob’s Plumbing
Our Plumbing Company in Fort Worth is the best company to choose for superior service. Contact our Plumber today at 888.888.8888.
Alt Tags & Hyperlinks
Most websites ignore more intricate aspects of content optimization, but plumbers hoping to rank #1 on Google cannot skip steps. Utilizing alt tags and hyperlinks (both internal and external) can add value to your web content and separate you from competitors.
Alt tags are descriptions of on-page images. For SEO purposes, it is critical to choose relevant pictures and save them with topical file names. For example, you should name a picture of your plumbing tools something like plumbing-tools.jpg. Once you embed it on your content page, you should add the alt text: plumbing tools. Now Google knows what the image is about and how it might help their users find relevant info.
Hyperlinks help users navigate through different areas of your website and also to other topically relevant web pages. For example, your pipe repair page might link to your contact us page so that users can seamlessly navigate from the informational stage to the purchase stage. External links also help users in cases where you cite a statistical study, for example. Showing the reader where your information comes from is the best SEO practice and enhances their user experience.
Enhancing Plumber Content in 2021
Following each step up to this point helps plumbers increase search rankings and satisfy user’s needs. But contractors looking for even more enhancement can check out some of our more advanced strategies. Consider the following content enhancements:
- Bullet Points
- Numbered Lists
Readers can grow tired of endless text blocks, and most prefer visual aids to help them digest the information. Video content holds excellent value in 2021, and embedding YouTube videos is a great way to appeal to new customers. Most smartphones can capture HQ video today, so consider taking some footage of your team on the job.
Editing & Final Touches
Before publishing your web page, you should ensure a clean presentation. For example, Google favors pages free from grammatical errors or difficult-to-read sentences. Assigning an editor is one way to confirm your content’s value, but you can also use 3rd party tools like Grammarly to identify writing errors. In either case, you should examine the following:
- Sentence Length (Google favors shorter, easier to digest sentences)
- Ease of Understanding
Writing your content can be time-consuming, and it’s best to have someone else review it before publication. Writers often overlook their own mistakes because of mental fatigue, making a 3rd party even more valuable. Once you have added your final touches, it is time to publish and watch your perfect content rise to the top.
We’ve all heard the expression content is king, but this perfect content guide helps you coronate it. It’s never as simple as throwing words on a page and hoping it ranks. Instead, content writing serves a deliberate function for search engines like Google and helps attract future customers to your plumbing company website.
Over the past decade, we’ve learned the key ingredients for perfect plumbing web content and its implementation process. Similar to home construction, skipping a small step can ruin your foundation. Adding extra features becomes moot on a faulty base. Follow this guide and enjoy long-term growth for your plumbing website.