Some plumbers and HVAC contractors, we speak to believe that SEO is a magic trick. These people aren’t fools, they are just misinformed. There’s a point of view from people outside the industry that proper SEO requires some kind of magical formula. The truth is that SEO is very straightforward when done right. Furthermore, Google can’t be tricked in the way that it could be in the early 2000s. Stop trying to trick Google and focus on your users instead. If you track Google’s algorithm updates you know it’s their end goal to provide the best experience to searchers and to satisfy their queries or intent. Check out today’s plumbing SEO podcast to learn more:
Don’t Try to Trick Google
Trying to trick Google is a lonely road that ends with a penalty and potentially bankruptcy for your plumbing or HVAC business. It depends of course how reliant you are on organic traffic for leads, but it’s going to be very difficult to sustain success without any organic traffic. Aside from the possibility of a penalty, Google is away too smart to be tricked in 2020. Their algorithm updates have address every kind of shady tactic from link manipulation to low-quality content production. Steer clear at all costs.
Google Values Credible Brands
One of the primary reasons why Google can no longer be gamed by shady tactics is because they’ve increased the value of brand credibility. This value optimization allows Google to ignore tricks from SEO scammers who don’t work with credible brands. For example, a local plumber with no reviews or reputation can build thousands of inbound links, but never rank well. Why? Because Google knows that nobody cares about their brand. In fact, their brand may not even be legitimate in the first place. Google uses signals from 3rd party sources as well as their own search data to determine whether a brand is credible and engaging for local consumers.
Brands are Built Through Engagement
Building your HVAC or plumbing brand is a holistic process. Whether you have yard signs, newspaper ads, or simply a good reputation in local neighborhoods, you build your brand by performing great services. These offline behaviors are then translated online with the help of reputation management software like BrandRevu. It’s important that Google sees your reviews on your Google My Business listing along with other 3rd party platforms like Yelp, Facebook, and Better Business Bureau. As you build on your reputation, your SEO should improve even more than before. Responding to reviews is also a highly-suggested marketing technique going forward.
Check-ins Help with Branding
There’s some reputation management software for plumbers that supports local check-ins. Our favorites at HVAC – Plumber SEO Webmasters is BrandRevu. This software allows for local contractors to check-in at job sites and have those check-ins displayed on the appropriate page of the website. For example, you service a water heater in Dallas, TX, and take a picture of the tank. This picture, along with the other check-in information, is automatically populated on your water heater repair page. That’s the best SEO you can get. Forget about all this manipulative stuff and focus on actual work you do. Not only does Google prefer it but so do your website visitors.
Do Digital Signaling
We talked about reputation management software and how it can help build branding signals for Google and your prospective customers. There are other kinds of signals that can contribute to your success. Reviews, check-ins, social media activity, and YouTube videos are all effective signals for search engine optimization. Not every plumber or HVAC contractor is comfortable filming YouTube videos but think about how you can make your media unique through images. Websites with pictures of your team, equipment, and trucks almost always convert at a higher rate than stock photos. Responding to inquiries on Facebook and Twitter is another good signal. Listen to more plumbing SEO podcasts to learn about SEO tips.