Each year, plumbers should reassess every aspect of their business model, including digital marketing. As an SEO company for plumbers, Plumbing Webmasters can provide unique insights to contractors across the nation. Because search optimization is dependent on Google, it will always evolve to parallel the latest updates in Google’s algorithm. Although Google does not release their ranking factor to the public, they provide general outlines for webmasters to adhere. Furthermore, 3rd parties devote their lives to studying search engine trends and tracking analytics as a way to construct best practice formulas for websites throughout the web.
What is SEO for Plumbers?
SEO for plumbers is the refinement of digital content in order to maximize ranking potential on Google search results. The acronym SEO stands for search engine optimization, and when referenced in the context of plumbing, alludes specifically to ranking maximization for plumbers.
Do Plumbing Websites Need SEO?
Yes, plumbing websites absolutely need SEO. In 2019, having SEO is not a luxury but a requirement. Failure to implement any kind of search optimization will result in customers being unable to find your business online, which will result in a massive opportunity cost. This is true both when the consumer knows of your business beforehand and when they are searching for keywords related to your industry and services. In the former case, a lack of online presence will come across as unprofessional and decrease the likelihood of building consumer trust. The latter case discourages organic lead generation and limits your target consumers to those offline. Here are the main reasons why plumbing websites need SEO:
- Branding: Helps build trust and authority
- Lead Generation: Helps produce organic leads through search traffic
Another factor to consider is the behaviors of your main competitors. Each year, more websites are launched and optimized, which means that the probability of your competitors having an SEO-friendly website increases each passing year. We say that to say this; if you aren’t improving your plumbing company’s online presence, you are losing ground. It’s why contractors can ill-afford to remain stagnant, since you can rest assured that at least several of your foes will be tapping into your market inefficiencies. The rise in optimized websites also denotes the increase in available digital marketing services throughout the country, whether it’s SEO, website design, or combinations of both.
SEO Elements for Plumbing Companies
SEO can be broken down into elements. These help organize different aspects of optimization and help plumbers understand the process in its entirety. Each element works cohesively with the others to produce a fully optimized digital presence. SEO applies to more than just your primary website, something we’ll detail later, and requires attentiveness and understand to properly execute. Remember also that SEO in 2019 is not what it was in 2009, or even 2014 for that matter. You should also expect SEO to change continually as we move forward, meaning 2029 will look far different in regards to internet marketing for plumbers. Review the elements:
On Page SEO
On page SEO is the one most typically referenced when optimization is described in a general sense. It entails keyword research and placement, which are two of the methodologies most closely associated with the SEO industry. In fact, people only vaguely familiar with SEO often still understand the meaning of keywords, meta descriptions, and title tags. These are a few of the many components of an on page SEO strategy. Despite its relative popularity, on page SEO is not executed properly often enough. Some of the primary components of on page SEO are:
- Header Tags: H1s, H2s, & H3s
- Keyword Placement: Insertions of top keywords for plumbers within different page elements
- Meta Descriptions: 158 characters (928 pixels) shown beneath search results
- Title Tags: SEO titles shown on search results and on the page browser
- URL Structure: URLs shown in the web address
Off Site SEO
Having pages on your primary website optimized is great, but it won’t be enough to rank them towards the top of Google search results for the most competitive keywords. To achieve this status, you’ll need a properly executed off site SEO strategy. Although it’s less discussed by non-professionals than its on page counterpart, off site SEO is absolutely critical to the overall health and vitality of an online presence. Just a decade prior, off page SEO was something far different than it’s today. Inbound links still matter, but where they come from matters more. Off site SEO components include:
- Brand Mentions: References to your brand on external domains
- Link Building: Inbound links to your website (or other web property) from external domains
- NAP Citations: Business citations from directories like Angie’s List, BBB, & HomeAdvisor
- Social Media: Business profiles on Facebook, Instagram, LinkedIn, Twitter, & YouTube
The local portion of search engine optimization has become increasingly critical over the last decade. This is especially true for plumbing services. As Google has integrated location data like geo-coordinates into their search algorithm, they can now display results dynamically based on the current location of the searcher. Additionally, the emergence of mobile devices and WiFi internet access has made search queries more frequent, and their corresponding results more appropriate. Here are some of the primary components of local SEO for plumbing companies:
- Google Maps: Verified business location on Google Maps
- Google My Business: Verified business page on Google My Business
- Online Reputation: Branded and optimized profiles throughout the web, preferably with reviews
- Online Reviews: Customer reviews on Google, Facebook, and elsewhere
The most understated aspect of search optimization is technical SEO. Technical optimization takes place behind the scenes, so only those affiliated with web design and programming really understand how it works. These technical refinements are sometimes hidden from the user, and would only be noticed by someone with a programming background. Keep in mind however, that this doesn’t make them any less important. For the other SEO components to reach their fullest potential, the technical element is imperative. Examples of technical SEO include:
- HTML / CSS Coding: Internal web coding for clean and responsive web display & navigation
- Mobile Display / Optimization: Optimal display and coding for mobile devices like smartphones
- Schema Markup: Microdata tags that help Google interpret websites and their content
- Site Speed: Maximization of loading times for websites and their pages
- Website Design: The design of a website itself, including aesthetics, display, & navigation