SEO Mistakes for Plumbers to Avoid in 2019

Each year SEO evolves and those who follow suit reap the rewards. If you haven’t reviewed our SEO for Plumbers Guide for 2019, you should do so promptly, but if you’ve already read it, you might want to learn more about specific mistakes to avoid this coming year. To many of you, the mistakes to avoid this year will be mostly the same as the ones from last year. But for others who have not studied the digital marketing landscape in quite some time, the tips suggested through this podcast, video simulcast, and blog post will by eye opening. In fact, they may shake your perception of search optimization to its core. The good news is that changes can be implemented quickly once you identify the problems and their best corrections. Here are the top SEO mistakes plumbers should avoid in 2019

Template Websites

Sounds like a broken record? Well template websites are one of the most common SEO mistakes, and therefore their propensity for usage among plumbers must be mentioned every year. Even with the odds stacked against them from an SEO perspective, contractors continue to choose them over custom designs for one reason, and one reason alone; pricing. These template websites are cheaper and its because no professional design experience is required to make them. The downside of that is the back end coding which many don’t understand is a major influence on SEO. While template websites continue to look more and more visually appealing, their back end coding continues to leave too much to be desired. Problems with template web designs include:

  • Branding: Custom designs provide greater long term brandability
  • Coding: Since everything is front-end, the coding gets clunky and congested
  • Speed: Site speeds cannot be maximized with obtrusive plugins

Ignoring Organic Results

PPC is popular amongst plumbers because it’s the fastest and most surefire way to rank at the very top of Google. The prevailing wisdom for contractors is that everyone clicks on the ads. But ask yourself, do you click on the ads? Do I click on the ads? In both cases, the answer is no. So why is the assumption that everyone clicks on PPC results? At a recent SEO conference in Dallas, TX, it was stated that 76% of all clicks come from organic results. Keep in mind that Google Maps rankings are organic. That means when you say everyone clicks on the ads, you believe “everyone” to be 24% of searchers. There’s other studies that suggest the numbers favor PPC more heavily, but as a company that has done both services (Paid & Organic) for plumbers, we can attest to the reality that organic is most important. Here’s why:

  • Affordability: Establishing organic rankings is the cheapest way to enjoy online success
  • Clicks: Whether you believe the 76% number or not, people often click on organic results
  • Sustainability: Organic optimization stands the test of time and becomes a long-term asset

Nolen Quote About SEO Mistakes

Relying on an In House Marketer

While we’re proud of the marketing efforts would provide to plumbers, one thing we won’t do is proclaim to be smarter than Google’s employees or perhaps more importantly, their algorithm. Instead, we follow Google’s guidelines and abide by their standards. So why then do plumbers hire a single in-house marketer who claims to be smarter than people who have their own marketing company? Relying solely on an in house marketer is one the biggest SEO mistakes for 2019. At Plumbing Webmasters, we deal with this mistake from time to time. Prospective clients will have their in house expert call us instead of calling us themselves. The marketer tries to tell us what works for SEO and what doesn’t. So the question becomes, why are you calling to begin with? We respect the jobs of marketers, after all, we are them. But we have a team of uniquely skilled employees that can help you with every aspect of your campaign. Here’s why professional marketing team is better than a single, in-house marketer:

  • Content: A single employee with a marketing degree cannot produce the same quality or quantity of content as team
  • Design: a company has designers and marketers on staff collaborating, an in house expert is unlikely to understand both
  • Volume: In some respects, it’s a matter of man and woman power, the number on a team is greater than an individual

Being a One Trick Pony

There’s many components to SEO, but doing any one of them on their own, is not enough. What make SEO effective is collaboration and cohesion. The more signals you can send Google, the better chance you have to rank as a plumber in your local market. For instance, writing content only is not enough. Having a website only is not enough. Getting plumbing leads only is not enough. Here’s one; PPC only is not enough. Are you starting to get the idea? If you find that competitors outrank you for the keywords you covet, the most likely reason why is because they perform more SEO tasks than you do. It’s easy to get mislead by services who claim that a single concept will account for all of your traffic, or influence your ranking all by itself. But doing the proper research and preparation can help you avoid the pitfalls that come along with some of the lower-end marketing companies who are no stranger to manipulation. Examples of standalone services that should be avoided include:

  • Facebook Only: Social media cannot be your only source of traffic or lead generation, and while some in the marketing industry cite Facebook as something that can be a one-stop-shop for plumbers, they are mostly looking to profit for themselves with commissions
  • Leads Only: Some plumbers have a love-hate relationship with their leads sources, and others just have a hate relationship but lead generation is fine as long as it’s in addition to the more fundamental SEO principles
  • PPC Only: Much like lead buying, PPC advertising is a viable option for plumbers but should not come at the expense of other SEO marketing tasks that are more affordable, sustainable, and valuable
Posted: | Updated: Dec 13, 2018 | Categories: Podcast |
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