Tag Archives: Google My Business

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Plumber SEO Conference 2020

Plumbing SEO changes year after year. In fact, the industry shifts so much, we go to conferences to stay on top of all the latest news and practices! In this latest podcast, Jason and Nolen share some of the juicy tidbits they picked up from their latest SEO conference.

Look for key changes GMB management, online brand development, on-page optimization, and more! If your website has struggled to break into premium rankings, be sure to listen in.

Helpful Lessons for Plumbing Professionals

  • Keyword strategies must incorporate synonyme usage. Variety creates healthier optimization.
  • Remember the big four: Google, BBB, Facebook, & Yelp. You need reviews from all of them.
  • Continue to monitor your GMB account, including your Q&A section in the Knowledge Graph.
  • Keyword optimization and mobile friendly optimization are basic essentials.

What’s Changing in Search Marketing?

Let’s start by analyzing some of the key industry updates that your business will need to keep on top of. In 2020, your Google My Business account will become even more important to your success in local search. The search engine continues to add new functionalities to the listing service, including new ways for potential customers to interact with your company.

Thanks to the Knowledge Graph, people can check reviews, operating hours, location, and contact information without ever interacting with your website.

While that might seem like an intimidating prospect for some plumbing SEO professionals, these changes could mean great things for your business in 2020. For one, clients who direct search your name won’t need to dig through your site to find a phone number or determine if you provide emergency services. This increases the chance of people calling your business.

Showing Up in Google Maps Listings

In search marketing, visibility equals success. That’s especially true in the case of Google Maps listings, whose top ranks generate some of the most impressive traffic. Apart from the usually website optimization (more on that later), we’ve seen GMB play a larger role in these search listings. Since Google only awards this premium search real estate to dependable businesses (as best they can), it’s essential that your GMB data is continually checked and re-checked for accuracy.

Local Maps Listings

Local Maps Listings Earn Exceptional Traffic and Lead Generation.

Reviews also serve as a make or break criterium for Google Maps listings. Lately, Google has emphasized diversity in review sources as a healthy indication of trustworthiness. In other words, don’t put all your rating eggs in one basket! While there are hundreds of rating websites to choose from, start with these four:

  • Google Reviews
  • Facebook
  • Better Business Bureau
  • and Yelp

These four feedback sources are considered by many to be the most essential citations for plumbers. If you want even more plumbing SEO power from your client reviews, we’ve seen a rising trend in geotagging. That’s the tagging of reviews with GPS location data. It provides stronger evidence to Google’s search engine that you provide services in tagged locations, giving them more reason to rank your site over competitors.

Breaking Digital Language Barriers

With the release of Google’s BERT update still fresh in our minds, the search giant continues to advance towards a deeper algorithm understanding of human speech. With latent semantic indexing (LSI), keyword optimization has gone beyond the simple “3% focus keyword formula” – no more flooding pages with unnatural keyword volumes – to create a more human reading experience. Keywords still play a foundational role in SEO for plumbing. They determine how Google understands and ranks, but now professionals must take a different approach to writing content.

Keyword Synonyms for a Plumbing Term Search

Mix in Related Phrases and Synonyms of Your Focus Keyword for Better Content Performance.

It’s more essential than ever before that your content provides unique insights for would-be clients. Businesses can finally stop the ridiculous barrage of “plumbers near me”s and start presenting information in ways that people can easily digest. The most insightful content (usually) gets rewarded these days, not the most keyword redundant. Keyword spamming is a remnant of past plumbing SEO strategy, but it will hurt your results today.

What elements can you use to create more helpful resources for your customers?

  • Bullet points,
  • Keyword synonyms, 
  • Infographics,
  • Related (original) images, 
  • and Numbered lists.

Continue to produce keyword (and synonym) optimized content, but infuse all your expertise and problem solving skills into the mix! If consumers truly find your content valuable, your rankings will naturally rise and your broad excel.

The Question and Answer Section of a Plumbing Company's Knowledge Graph

Keeping Your Google My Business Updated, Including the Knowledge Graph Q&A, is Essential!

Final Words of Advice

Because Google My Business and the Knowledge Graph continue to draw in more eyeballs from the community, it’s important that you monitor these tools for information accuracy. If your company makes significant organizational changes, or if you start offering new services, make sure your GMB reflects the updates. Also, be on the lookout for consumers in your Questions & Answers section (halfway down the Knowledge Graph). This Q&A section is open to the community, meaning anyone can contribute questions and answers.

You don’t want a random stranger (or worse, a competitor) answering questions on your behalf. 

If you carefully manage these assets, your business can expect continued growth for your company brand. In the meantime, keep creating fresh content for your website filled with hot topics and questions from your target market. Even if you can only blog once a month, it’s worth the effort!

If your team doesn’t have the time, knowledge, or capacity to manage these online marketing activities, our team at Plumbing Webmasters can help. We provide custom website design, keyword-rich content, citation assistance, GMB support, and reputation management. Our clients continually earn premium rankings in local search, creating more traffic and better leads!

To learn more about our SEO for plumbers, contact us today at (877) 388-9884.

Additional Resources From Plumbing Webmasters

Podcasts and Articles
How to Expand Your Plumbing Business in 2020 (Article)
15 Amazing Plumbing Websites – With Features (Article)
Plumbing Marketing With No Money (Podcast)
– All About Plumbing and Septic (Case Study)

Related Services
Plumbing Web Design Services
Google Maps for Plumbers
Citation Sources for Plumbers

Posted: | Updated: Nov 25, 2019 | Categories: Podcast
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Plumbing Marketing With No Money | The Plumbing SEO Podcast

Congratulations! You’ve just started your professional plumbing company. You’re also dirt poor and have no marketing budget to speak of. We’ve all been there.

Thankfully, there are plenty of ways to start earning brand recognition online, without breaking the bank. Today, we’ll discuss a number of free to cheap activities that anyone can handle. If you’ve been worried about getting noticed in local search, be sure to listen in!

Key Insights on Plumbing Marketing (on a Tight Budget)

  • Register a domain under your name! Make sure it’s distinct from common industry terms.
  • Set up your Google My Business listing and submit your address. Complete the free forms.
  • If you don’t have money, try a cheap service like WIX and GoDaddy.
  • Stay away from digital marketing services in the mid-hundreds. You’re better off going DIY!

Starting Fresh in Local Search

Normally, our team at Plumbing Webmasters likes to steer the conversation away from other web design companies. We may also go the opposite direction and show just how many people get royally screwed by other SEO companies. But we’re going to do something different today, because sometimes you just need a place to kick off your marketing plan.

If you have no marketing budget to speak of, starting up your out-of-home plumbing company can be a real challenge! With so many established businesses in the community, how can you start making a name for yourself? It all begins with a domain name and a company website.

Without an established budget, there’s only one solution left: go DIY (do it yourself)!

A 3-Step Starter’s Guide

While many marketing activities can help you cultivate clients, three are absolutely mandatory. Without these three steps, your plumbing SEO has almost zero chance of taking off and earning clients for your business.

Your Three Essential Steps

  • Step #1: Claim Your GMB (Google My Business) Listing.
  • Step #2: Register a Unique Domain Name.
  • Step #3: Create and Launch a Starter Website.

This Free Tool Makes it Easier to Earn Site Visitors. Image Source: Google My Business

GMB Listing

Google My Business Account

Among the numerous qualities it has and the benefits it provides, your Google My Business listing is absolutely free. It’s Google’s way of getting to know your business location, basic service category, and operating hours. Fill it out as much as possible, and regularly come back to it as you gain more information. Your GMB listing helps you start showing up in local search queries. Then there’s the crucial ability to gather Google Reviews!

Be sure to use the same physical address for all your citations as your business grows. This makes the Google Search algorithm more confident in your operating area, increasing your chances of showing up for localized searches. When business booms, your marketing budget expands, and your company grows into an office, you’ll need to change the name for all of your citation listings (BBB, Angie’s List, Yelp, etc.).

Domain Name

Choosing a Domain Name

Your domain name isn’t just a web address. It’s also part of your brand identify, and it heavily impacts people’s ability to find your company online. Choosing a smart domain and guarding it carefully will help your business grow consistently over time.

Domain Name Examples

  • Great: purplemonkeyplumber.com
  • Poor: americafirstplumber.com
  • Great: pipefighter.co
  • Poor: seattleplumbingcompany.com
  • Great: rooterrex.com
  • Poor: bustedpipestx.co

What makes an ideal domain name? Memorability and uniqueness. Thousands of businesses shoot themselves in the foot by picking what they think will rank well in search. They use part of their small marketing budget to purchase a combination of their local city and a popular plumbing term. That’s a huge mistake! Many established companies already rank for similar names, and Google almost never ranks a new business over a seasoned competitor with a close name.

Site Launch

Craft Your Company Website

The most involved portion of your online marketing, website design requires careful planning, research, and patience. With that being said, it is possible to craft a beautiful website on a tight budget. With plenty of design sites and templates to choose from, anyone can build a basic but functional site for under $100. Your website may not be fully optimized for local SEO, but that’s okay for now.

Key Highlights on Website Design

  • Make sure your navigational menu is compact and fully functional.
  • Have your site inspected by several people for spelling and grammar errors.
  • Create a service page for every major category (at least). Do child pages if possible.
  • Test your site for usability and ease of navigation.

Need Help Getting Started?

One last note: Be sure to create listings in each of the major citation companies: Yelp, BBB, etc. Facebook Business profiles can also help you earn a handful of leads as you get the ball rolling. Starting a plumbing business is tough work (especially without a marketing budget), but success can be yours with diligence and careful planning!

Want some professional insight as you begin your business? Call the Plumbing Webmasters for a free consultation! We support hundreds of plumbers around the country, and we’d be happy to support you however we can, even if you don’t have a big marketing budget.

Simply call us at (877) 388-9884 to learn more.

Other Resources from Plumbing Webmasters

Related Articles and Podcasts
Skin in the Game With Plumber’s Marketing Money (Podcast)
How to Self-Audit Your Own Company Website (Article)
How to Craft a 5-Star User Experience (Article)

Plumbing Webmasters Services
Google My Business for Plumbers
Online Review Management
Website Design Services for the Plumbing Webmasters

Posted: | Updated: Oct 2, 2019 | Categories: Podcast
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13 (Useful + Innovative) Plumbing Advertising Ideas for 2022

Plumbing Advertising Ideas

Key Plumbing Advertising Takeaways

  • Run Ads on Google, Facebook, and YouTube
  • Utilize Remarketing and Pixel Tracking
  • Enhance Ad Influence with SEO
  • Start a Podcast
  • Try Local Service Ads (LSA)

What is Plumbing Advertising?

Plumbing advertising produces advertisements for commercial or residential plumbing services or products. An ad is a promotional notice or announcement in a public forum. In 2022, advertising can encompass various promotional materials, including PPC ads, website banners, and Google Profile posts. 

1) Google Ads

Once known as Google AdWords, the now named Google Ads is still one of the most effective ways to advertise your plumbing business online. Because it can be expensive and requires a level of expertise to maximize correctly, some have grown frustrated with it as a platform.

Google Search Plumbing Ads

Adequately targeted ad campaigns with an eye toward demographics, budgeting, and ROI can help plumbers win big with Google Ads. Depending on what city you are looking to target for plumbing jobs, Google Ads may be less expensive than you think. In any case, make sure you hire a Google Ads certified manager.

2) Facebook Ads

An estimated 63% of American adults use Facebook. With so many users online, the $10,000 businesses spend on ads each year makes sense. While plumbers shouldn’t spend nearly that much, strategic Facebook advertising can produce substantial ROI in 2022.

Facebook Mobile View

Like Google Ads, competent Facebook advertising results in significant gains for plumbers. Partnering with an advertising expert can help separate your company from competitors, who are generally throwing stuff at the wall to see what sticks.  

3) YouTube Ads

Like Google and Facebook Ads, YouTube ads can target specific demographics. As the number one platform for streaming video, YouTube is unsurprisingly a highly frequented domain. Investing in plumbing ads on YouTube can ensure that video watchers in your target area see your company’s promotions on relevant videos.

Display Ad on YouTube

While the ROI is typically less significant than that gained through Facebook and Google, it is still enough to pursue the venture with open eyes. Creating a channel for your brand and even posting video content can enhance your ability to advertise on YouTube. 

4) NextDoor Ads

NextDoor is a popular community platform for neighbors to discuss service providers, among other things. Infiltrating a community-based social scene can pay dividends for plumbers. NextDoor offers simple advertising measures to select specific neighborhoods. The platform provides ad-building tools and an Insights Dashboard to help plumbers and their marketing teams track performance in 2022.

5) Facebook Pixel Tracking

Americans spend more time on Facebook than they do eating. Most U.S. residents check Facebook 15 times per day on average. Facebook pixel tracking allows your website to advertise to users who’ve already visited your site as they browse Facebook.

When they visit your domain, they store cookies in their browser (Chrome, Firefox, Safari, etc.) and follow them to their favorite social media platform. Pixel tracking improves conversion rates from around 3% to 15%. Best of all, pixel tracking is relatively inexpensive but highly effective.

6) Google Remarketing Ads

Like Facebook, Google allows advertisers to track and then follow visitors off their websites. Remarketing ads from Google are the same fundamental concept as Facebook pixel tracking and are even less expensive. Why? Because Google doesn’t charge a fee until the remarketed ad gets clicked on. Remarketed ads appear on all kinds of platforms in Google’s display network.

It could be anything from Accuweather to a tutorial blog post. Let’s say that a potential customer thinks they can fix the plumbing job themself but then finds your ad on the how-to manual. They might reconsider.

7) Search Engine Optimization

Plumbers often think of SEO as separate from advertising methods like PPC. While search engine optimization is a vastly different strategy, its ultimate goal is promotion.

The Webmasters Showing Up as a Top SEO Service Company

Ranking on organic search results is an advertising form that requires expertise and know-how. Plumber SEO provides tremendous long-term results for plumbing companies and costs far less than a PPC campaign.

8) Plumbing Websites

Nothing provides better long-term promotion than plumbing websites. Web design is essential for conversion and personalization since campaigns don’t end until a visitor converts into a customer. Design goes a long way towards making that happen. From a clean codebase and pertinent calls to action, design elements can close the deal on behalf of plumbing companies.

Website Service Page Example

Web design also ties in with SEO to help generate more leads, which makes it even more potent from an advertising standpoint. Aesthetics are a big part of trust-building, so make sure your website is visually appealing.

9) Content Marketing

Promoting plumbing services is not possible without quality content. Plumbers can market content on a multitude of different platforms and in various mediums. For example, videos are content and blog posts, and service pages. Google lists its quality guidelines and calls for unique, valuable, and engaging content to separate your website from others.

Quality content is engaging, unique, and valuable.

Prospective clients are not looking for a novel about pipe repair, but they would like to know the specifics about why your services are worth something to them and how they display proper convenience. 

10) Google Business Profile (Local Map Pack)

Your Google Business Profile is your most important citation and essentially serves as your Google homepage. It is as close to as valuable as your primary website as any other branded web entity. For this reason, the GBP listing should be completely optimized.

Plumber Google My Business Listing

Be sure to include original images, Google posts, and Q&A sections with informative answers. Don’t forget about the hours of operation. When customers leave reviews, be sure to respond to these reviews and do so professionally. Potential clients will want to see that you take a complaint seriously.

11) Business Citations

Plumbers can list their business on several directories on the internet. These listings are known as NAP citations and should include important information like company name, address, and phone number. Google scans this info in the aggregate, meaning consistency and uniformity are essential.

Off Site Citation Example

Sure, you can also get calls off of these listings, but their real impact for promotion is that they collectively drive up your brand recognition and improve search rank. Yelp, HomeAdvisor, and Angie’s List are three of the most important directories for plumbing companies.

12) Podcasts

Plumbers can advertise through podcast episodes. You might think of podcasting as something for celebrities, but that is not the case. Many “regular” people start podcasts and generate a significant following. The reality is that consumers want to be able to relate to the podcast host.

Alternative Review Signals Plumbing Podcast Cover

People interested in plumbing will be interested in episodes about specific plumbing services. These podcasts can also improve your web presence, social media signals, and overall SEO. Scope inspections make for an excellent topic to discuss through podcast or video.

 13) Local Services Ads

Local Services Ads allow plumbers to advertise on Google’s Local Map Pack, separately from the organic algorithm. LSAs are pay per lead instead of pay per click, meaning plumbers don’t get charged for each click. In addition to local search results, LSA ads also command voice searches.

Any plumber hoping to invest in Local Services Ads must sign up for Google Guaranteed, which performs background and insurance checks.

Best Advertising for Plumbers

At HVAC-Plumber SEO Webmasters, creating an effective plumber ad is what we do best. With decades worth of experience and data, our system helps create high-quality plumbing leads for contractors throughout the United States. Our in-house Local SEO software helps plumbers manage their reputation and rank throughout multiple cities in their service areas. We hope to work with your plumbing company in 2022 and beyond.

Posted: | Updated: Sep 1, 2022 | Categories: Advertising
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The Plumber SEO Checklist

2019 promises to be a big year for plumbers. Check out our SEO for Plumber’s guide if you have not done so already. Today, we will discuss an actionable checklist that every plumbing contractor can utilize to gauge the progress of their web presence and identify points on which improvement is necessary. 

As a digital marketing agency working with plumbers for almost a decade, we have the resources at our disposal to put companies in a position to succeed in the online space. The goal for all plumbers is to make more money. The best way to do that is through online lead generation, the majority of which happens via digital marketing campaigns. In this 10 point checklist, we’ll touch on the most critical aspects of SEO:

1) Design

The front end of a website is what most consumers think about once they enter. It’s what most contractors think about when evaluating their plumbing websites. But the reality is that the front end is predicated entirely on a structurally sound back end. What good is a visually appealing website that nobody visits? What is its value to plumbers? The truth is that visuals only matter if you get the visitor to enter in the first place. That’s not possible without excellent website design. 

So what makes web design suitable? For starters, a professional designer should create the framework. They should implement a clean and SEO-friendly code base, as well as SERP enhancers like schema markup. Does that all sound a little bit foreign to you? It should be because programming is not something that the general public understands. The need for professional web design is pressing, and it’s even more beneficial when the designer has a background in search engine optimization. 

A solid codebase can place sites in an initial position to generate traffic. But the visual appeal, user experience, and navigability are what will keep them there. Google measures website performance in large part by how the user behaves after finding the site. If they exit immediately, the site’s bounce rate goes up. The higher the bounce rate, the worse your website is performing. One additional factor regarding design is how easy the website makes it for users to locate pertinent information. That means where to find you, how to contact you, how to review you, etc. These blocks of information should all be displayed prominently on a website. Plumbers should ensure their website excels in these areas:

  • Display
  • Navigation
  • User Experience
  • Visual Appeal
Custom Plumber Website Design

2) Code Base

Many points on the SEO checklist will tie directly back to design, which is why it is #1 on the list. The codebase is a prime example of an extension of design but requires its undivided attention. The back end of a website is made possible by coding. Whether it’s HTML, CSS, JavaScript, or any other kind of programming language, it matters for your website. What makes code so critical to website success is the language through which Google interprets the virtual object. What’s your company’s name, where is it located, what are the services, etc. 

The front end of a website can promote these pieces of information through content, while the back end must use a microdata language known as schema.org. Most people reading this post use a template website for their plumbing services. Unfortunately, while it may have schema code, it isn’t likely to be optimal. Worse templates guarantee duplication of a codebase with other sites on the internet, sometimes even your competitors. But those listed above you for primary keywords more than likely have a custom code base rather than a premade template. 

You can mark up almost every single component of your website with schema. Schema helps Google parcel your site’s data and understand its content to promote it best. The microdata tags can also encourage SERP enhancements which add exciting features to your search results, such as aggregate star ratings and site links. Much like ad extensions for PPC, SERP enhancements can make an organic impact outrank one that’s competing with it. A proper code base should exhibit these qualities:

  • Clean
  • Communicative
  • Custom
  • Structured (Schema Markup)
Custom Code From Plumbing Webmasters

3) Content

There’s probably no word used more in the world of digital marketing than content. People swear by its value, and as Google’s algorithm has evolved, so has the standard for creating SEO-friendly content. Yet, to this day, many websites still exhibit shallow content. Content stuffed with keywords over and over again reads unnaturally and looks as if a 3rd grader wrote it with a poor grasp of sentence structure. The content that should be on your plumbing website is natural. Write your pages as you would want them described to your target customer. Consider identifying LSI keywords, natural synonyms, and terms related to your primary word, and place them within your content. 

The presence of LSI keywords helps Google interpret a web page as robust and uses natural language that relates itself to the subject matter at large. The process of SEO writing has had difficulties shaking the tradition of keyword stuffing because old habits die hard. While using the keyword within the title tag and header tag is still encouraged, it should not be used more than once or twice within the body paragraphs themselves. A good rule of thumb is not to publish any content that doesn’t reflect how you would describe a service to customers in person. The written content is different from its spoken counterpart, but its entire presentation should mirror your direct intentions. Content on plumbing websites should favorably exhibit the following qualities:

  • Grammar
  • LSI Keywords
  • Readability
  • Sentence Structure

4) Google My Business & Maps

Google My Business is the easiest thing to get right for plumbers who are marketing their services online, and it happens to coincide directly with your company’s Google Maps listing. But there’s a caveat; it’s also one of the easiest things to screw up. Messed-up listings are usually a result of plumbers trying to do too much with their GMB account. It’s a fundamental concept. GMB tells Google the name, address, and category of your business so that they can adequately promote you to consumers in your local area on Google Maps. So that’s the very base level of Google My Business, but there are also additional steps that can make a GMB listing even more impactful. 

One of those is the FAQ section, where the business owner answers frequently asked questions from consumers. Plumbers can also put in branded company photos, like pictures of your office, truck, etc. Don’t forget your company logo. Most plumbers understand that local SEO is essential, and Google Maps is the foundation of every local SEO strategy. Optimizing your Google My Business page encourages Maps placement. Here’s what you should attend to in regards to your Google My Business:

  • Branded Profile
  • Company Pictures
  • NAP Accuracy
  • FAQ Section
Plumbing GMB Listing

5) Reviews

As we noted earlier, points on this checklist tend to relate to one another. Google My Business is one of the best sources of customer reviews, which brings us to the following checklist point for plumbers, which is online reviews. While Google should be a top source for reviews, it should not be the only source. For example, if you get ten reviews, about 5 of them should be on Google. The others can disperse to Facebook, Yelp, BBB, and several other worthy platforms. Google has even publicly discouraged the notion that all reviews should affiliate with Google My Business. 

But to diversify reviews, you have to generate them and do it ethically. It would help if you actively pursued reviews by asking satisfied customers in person and integrating a reviews dashboard that automatically texts clients your review profiles on Google and Facebook. In addition, it would make it convenient for anyone on your website to click the review us button. Be careful about who you do ask for feedback, however. 

If you had significant problems with one of your clients, and you know that they were challenging to work with, don’t promote your Google or Facebook account to them. Hopefully, clients like these are few and far between but don’t go looking for bad reviews. Although they will be inevitable at times, you can drown plenty of good ones, as well as your direct response to the bad ones with professional reactions. Make sure you monitor these aspects of your reviews:

  • Diversity (Google, Facebook, Yelp, etc.)
  • Quality
  • Quantity
  • Website Integration
Plumbing Webmasters Reviews Screenshot

6) Link Building

A website builds authority by the number of inbound links that point to it. MOZ measures their collective influence with a metric called domain authority. While DA is not a Google metric, it provides a general snapshot of the strength of inbound links pointing to a particular website. Domain authority (DA) measures on a 1-100 scale, with 100 being the most authoritative link profile imaginable and 1 being a link profile that ceases to exist. The whole concept of link building is dangerous for SEO. Not all links hold equal value, and many times, links can distract plumbers and other website owners from more manageable SEO tasks.

In 2012, Google’s Penguin update ended manipulative link building and heavily penalized sites that broke guidelines. Fast forward to 2019, and while penalties are no longer as typical, the value of low-quality links is pretty much zero, if not hostile. So how do you build links? The only avenues are creating great content, building citations, sharing on social media, and conducting PR and blogger outreach. The most valuable links come organically. If you write a great blog post about plumbing, share it on social media, and another blog links to the article, you’ve earned a precious organic link. This process is hard to execute; make no mistake. But consistency and attention to detail help make it more probable. Keep an eye on these link-building metrics.

  • Domain Authority: MOZ’s estimate of a website’s authority
  • Followed Linking Root Domains: The number of unique domains pointing to a site (with dofollow links)
  • Inbound Links: The number of total inbound links pointing to a website
  • Linking Root Domains: The number of total domains pointing to a site (both dofollow & nofollow links)

7) Social Media

Social media and SEO are related, whether you want to believe it or not. Many plumbers don’t want to hear that because they hate social media. And we don’t blame them. After all, how does an anti-social plumber utilize social media in 2019? Truthfully, you don’t have to be a digital celebrity to make an impact on Facebook, Twitter, Instagram, Linkedin, or YouTube. All you need is a legitimate presence on each platform. Unfortunately, Google has not been forthcoming about the direct influence of social media activity on search rankings. Still, evidence suggests that social signals take into account in one way or another. 

That’s why publishing blogs on Facebook, Twitter, and LinkedIn produce visual content for Instagram and YouTube. When people are engaging with your business, whether it likes, shares, views, comments, or otherwise, it signals to Google that your company is relevant and noteworthy. Again, you don’t have to be a typical social media personality to send out these signals. After all, you’re looking for engagement from plumbing customers. People who are your clients, or who will one day become them. One thing to consider with Facebook and Instagram is that you won’t get many organic impressions. If you want to be seen organically on these platforms, you’re going to have to pay to advertise on them. But branded searches still matter. So when consumers who have pre-existing knowledge of your company look for you on IG or Facebook and don’t find you, that’s a missed signal opportunity that could go to Google. Keep these things in mind when auditing your social media presence:

  • Branding
  • Signals
  • Syndication
  • Visibility
Plumbing Contractors Facebook Post

8) Ongoing Work

Is your plumbing website stagnant? Also, do you add new blog posts each month? Finally, Have you invested in a website redesign? In any case, you are jeopardizing your position on Google SERPs or preventing yourself from improving. SEO is not a one-time deal. To truly master SEO, plumbers must commit to consistent optimization tasks. Google constantly changes its algorithms as they evolve, and activity will also be necessary. That’s no different than any other form of marketing, whether it’s online or not. If you don’t make incremental improvements each month, year, and decade, you can’t expect to thrive in your marketplace. 

An example of Google’s evolution relates to content advancements. Google used to reward content written a certain way and ranked pages with keyword stuffing. Today, those same techniques will hurt your rankings. So if you never updated your content, you lost major spots on Google’s SERPs. Ongoing work is imperative to sustain a certain level of ranking and improve upon it. And it goes beyond content. Other areas that require continuous attention are coding, design, and user experience. Plumbers will want to take special notice of the following areas when checking for ongoing work:

  • Coding: Is HTML, CSS, JavaScript, & Schema up to date and reflective of best practices?
  • Content: Is content up to date, and is it written for a 2019 reader?
  • Design: Is design fresh, engaging, and amenable to a 2019 visitor?
  • User Experience: Is a 2019 user going to have a positive experience with your site?

9) Paid Advertising

Plumbers tend to favor paid advertising, especially PPC from Google Ads, because it works quickly. PPC can be a significant part of an internet marketing strategy, as long as it coincides with macro-scale efforts like SEO, web design, etc. The problem with PPC is that it’s inherently short-lived. You can’t expect to make a living off of PPC ads. There are pockets of time where you can create significant ROI, but it cannot be your only source of traffic or lead generation if you expect to sustain success. 

Furthermore, PPC only works with properly managed campaigns. Budgeting, targeting, and landing page optimization are crucial elements to Google Ads, and ignorance of them will result in a failed venture. Google is not the only paid advertising platform available to plumbers. Contractors can also invest in paid social media advertising like boosted Facebook posts or even Instagram posts. As we noted earlier, Facebook doesn’t show posts organically, so paying for promoted posts is one of the best ways to activate the social signals that influence SEO. Again, paid ads can be beneficial but only maximize when they are part of a more effective digital marketing strategy and one founded in SEO and website design. Ensure your paid advertising campaigns have these things managed:

  • Analysis
  • Budget
  • ROI
  • Targeting
A PPC Company Utilizes Ads to Promote a Client

10) Brand Authority

New forms of media have inserted themselves into the SEO discussion. Whether it’s video content, which has been around for some time but has recently started to become easier than ever to produce, or podcasts, which are an undervalued media format for any business, their collective influence over brand authority can be significant. The more signals a brand can send Google that is relevant and noteworthy, the more authority it can establish online. Podcasts and videos are great because they can be distributed and syndicated on multiple platforms. With podcasts, those can be Apple, Spotify, Stitcher, and embedment on your website. With video, it can be YouTube, Instagram, Facebook, and also embedment on your website. 

Multimedia provides seemingly limitless options for plumbers, but convincing them to participate in producing this content can be challenging. If you are a plumber looking to take your business to the next level in 2019, you should more than consider a multimedia campaign; you should invest the resources required to do it. Brand authority is measured in more traditional ways as well. In other words, website design, logo design, and content marketing are also indicators of brand authority. But for this checklist, focus on these newer concepts:

  • Audio Podcasts
  • Branded Media
  • Multimedia Distribution
  • Video Content

11) Google Homepage

The Google homepage is an industry term for a phenomenon that exists with branded searches. When a consumer with pre-existing knowledge of your plumbing company types its name into Google, the entire SERP shows up for branded features, including the Knowledge Graph. The Knowledge Graph appears on the top of SERPs and shows your GMB profile and NAP information. It should also include a page full of organic results associated with your company, which might consist of everything from your website, social media profiles, and other business directories across the web. The bottom line is this; you want your branded SERP to look great. It will only look great if you’ve attended to each primary point of this checklist. So what are the components of an optimal Google homepage?

  • Branded: The Knowledge Graph should show your GMB profile, and all results should be associated with your company
  • Feature-Rich: Several SERP features should be present, including aggregate star ratings
  • Healthy: There should be plenty of results, and all first page ones should be relevant
  • Robust: There should be diversity in the pages that show up, like website, social, & profile
Knowledge Graph Plumbing Webmasters
Posted: | Updated: Aug 16, 2021 | Categories: SEO