Tag Archives: SEO for Plumbers

One Killer Strategy For Launching a Successful Plumbing Business

You don’t want to just start a business; you want to kill it. You crave lasting, deep success for your plumbing business. The world has enough mediocre performers out there. Why not create something fantastic?

Here at the Plumbing Webmasters, we’ve crafted a handy guide to launch your plumbing startup into the online marketplace with faster, more sustainable, and overall better results. It all revolves around one singular strategy: specialization.

Listen closely as Nolen and Madison reveal how focusing your marketing efforts on one plumbing category can produce incredible revenue opportunities. Be sure to take notes and read the supporting guide below!

Takeaways for Plumbing Professionals

  • Specialization produces operational and marketing efficiencies.
  • It’s faster and easier to rank up in a plumbing specialty.
  • Specializing doesn’t mean you can’t offer other services later on.

Specializing for Success

“How can I be successful in plumbing?” That’s a question that Small Business Trends tried to tackle back in 2018. In their guide How to Start a Plumbing Business, Small Biz offers a few tidbits on building a long-term plan for triumph in the industry. Step number 3 (after getting certified and apprenticed) involves discovering your personal specialty.

Perhaps, you’ve discovered that the inner workings of residential water heaters naturally bend to your every whim. Maybe you’ve got a knack for repairing underground sewer lines without digging up the whole yard. Possibly, you’re the fastest pipe clog relief around.

Some plumbers might see specialization as a limiter on their ability to make money, but the opposite is often true. You can take a focused skill and use it as a launchpad for your startup. Now let’s zoom in on the benefits of specialization, then show you how to get started online (which was Small Biz’ step number 8, by the way).

Why Specialize as a Plumber?

Why do we recommend anything in these sort of guides? To make your life easier and/or more profitable. Multiple areas of your business can benefit from a specialized structure, so let’s break a few of them down here.

Operational Perks

The first benefits you’ll realize when it comes to specialization are operational. If you confine your portfolio of services to a particular subcategory of plumbing, that means fewer tools to purchase and fewer individuals to hire. That, in turn, leads to fewer service vehicles and fewer driving demands.

You could potentially earn as much or more revenue with three water heater specialists than you would with a generalized staff of five. Prospective customers will also view your brand and crew differently as a specialized group.

Reputational Perks

Any plumber can fix a leaky sink. Very few have what it takes to manage a slab leak repair project. Ask any homeowner if they would rather have a generalist or a specialist fixing the multi-thousand dollar ruptured pipe beneath their foundation. Ask them the same question for a busted water heater or a fractured sewer line.

When you become the specialist for a given plumbing sub-category, the choice suddenly becomes clear for homeowners. Plus, experts generally enjoy higher pricing ranges for the same projects!

Marketing Perks

Let’s face it, plumbing is a very competitive industry. If your prices, ratings, or uniform don’t meet a prospective customer’s demands, they have a dozen other alternatives available at the push of a button. Unless you operate in a smaller service area, breaking into the market is tough!

While generalist plumbers may be a dime a dozen, local specialists in your field are probably in the single digits. Medium to small sized towns may not even have a specialist in your particular focus. It’s much easier to stand out in the online marketing world when only a couple others are standing next to you.

The How of Plumbing Specialization

Now, we are specifically looking at how to market your specialized plumbing services in your service area. Once you’ve picked a field, it’s time to start laying the foundation for your company to build off of.

  • First, you’ll claim and/or purchase the digital assets you’ll need to mold your brand.
  • Next, you’ll start developing the content on your website to communicate who you are and what you do to prospective clients.
  • Finally. you’ll complete support activities as you go along to grow your reputation even more.

Phase 1: Lining Your Digital Ducks in a Row

Everything starts with your website, at least when it comes to earning plumbing leads online. You’ll need a domain name (web address) that sums up your specialty with your unique brand. Speaking of brands, make sure that your plumbing company’s legal name is easily distinguishable from typical industry terms. That will make it much easier to show up in local search results in the future.

While the visual and graphic elements of your brand (such as your logo) contribute to the identity of your company, your website’s content is just as important.

Phase 2: Building Relevance and Authority

You’ve spent years earning your certifications and learning the trade. Now it’s time to share that knowledge with the world. We’re not just talking about consulting with customers in the field. You’ve got to share it with prospects visiting your website too.

Build a healthy collection of pages dedicated to explaining (in layman’s terms) each of the critical services you provide. Explain how your team’s experience makes all the difference during an installation or repair project. Pepper in those specialized plumbing keywords into your paragraphs, headers, and picture captions. A lot of hard work and research flows into writing a website, but doing it right is worth the results!

Finally, spend a little time each month adding to the old company blog. Believe it or not, these blogs still provides some valuable juice for your local SEO. Of course, if you don’t have time for any of these activities, you can always hire a team to do it for you.

Phase 3: Supporting Your Continued Growth

Even your website needs a little help in kicking off your online marketing. If you really want to build a healthy brand, you’ll need three things:

  • Citations (local listings),
  • Reviews, and
  • Check-ins

Hundreds of businesses offer cheap listings for your company, but your specialized plumbing company should only require a handful. Yelp, the BBB, and Facebook are all great places to start. Listings add credibility to your website, and they provide more paths back towards your services. You may even receive the odd call here and there for immediate plumbing help!

Most plumbers comprehend the value behind reviews, but they don’t know how to harness them effectively. We’ve found that a smattering of reviews across different sources tends to earn more recognition from Google, rather than keeping all your eggs in one basket.

Last and least known among plumbers is the check-in. Utilizing a tool like BrandREVU, check-ins provide coordinates, tags, and pictures to showcase the fantastic work you perform throughout the community. This offers exceptionally high-quality evidence that your company is active and trusted. Use this tool consistently, and you’ll notice powerful ranking improvements in a matter of months.

In Conclusion

Specialization offers speed, focus, and simplicity to plumbing professionals looking to break into the industry. Not only can you cut down on the number of tools and personnel required for day to day work, you can potentially command a higher price average on each of your services.

On the marketing side, specializing also helps by limiting the number of competitors you face in local search results. Water heater experts, slab leak gurus, and hydrojetting aces tend to stand out against the herd, in the eyes of Google and consumers alike. With a proper website foundation and continued support, you can produce some astounding results in a relatively short period of time.

Need help getting the ball rolling on your digital marketing? A seasoned (one might even say specialized) plumbing SEO company can make all the difference! Give the Plumbing Webmasters a call anytime at (877) 388-9884 to learn more about your options.

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Posted: | Updated: Jun 5, 2020 | Categories: Podcast

How To Rank Your Plumbing Company for “Plumber Near Me”

Plumber Near Me Search Query Screenshot

If you run a plumbing company, it probably goes without saying to note that your business is fighting for customers with several competitors at all times. Every industry is a crowded one where businesses are all fighting for the same limited number of customers; that is no different for plumbers, too.

There are, however, ways that you can make your business stand out from the rest and get the advantage when looking to grab more leads that could turn into prospective customers. None of them are guaranteed to make your client list explode, but steady and consistent implementation should show you results that can’t be ignored.

One of those things that you can do is to optimize your website. This is important for a lot of reasons, the most important of which is making sure that huge search engines like Google can more efficiently find your website and rank it higher in their relevant searches.

This includes any “near me” searches that users might input. Often times, when looking for a business on Google, customers won’t have an idea of who they are looking for. That is why they might put in “plumber near me” and look at what is geographically closest.

Being able to improve your rank in those “near me” searches can make you a focal point of that specific geographic search, which can make your business a go-to for users who are searching for your industry in that particular area. This is huge as so many more people are now using Google to find businesses in a given industry.

But how do you improve your rankings so that you stand out in these searches on Google and other engines? Here are a few tips.

Google My Business listing

Google My Business listing

Make sure your Google Local Business page is updated

One of the most sure-fire ways to show up as a Google Local Business is to improve your overall visibility in the Google search. If a user searches for “plumbers near me” in your given geographical area, Google will generate a list of locations that will appear at the top of the search.

When you click on one of those top options, Google will put a pop-out box that will include relevant information about a business, like phone numbers, business hours, and even directions to that business. Where your listing holds more importance here is when you input more information for the user to take in. The more information about your business that you make visible to your potential customers, the more likely they are to click on or use your listing.

Updating your listing is easy as it gets. Make sure that you include information that is listed there like the name of your business, the address (including the city, state, zip code, and country), any phone numbers for your business, and the category that it will fall into.

What is also important is to make certain that you are uploading unique information. This includes things like making sure your display name matches your listed name, that your URL doesn’t get redirected, that you have a custom profile image instead of a stock photo, any legal terms (think LLC and Inc.) are omitted, any 1-800 number is not listed, that your business is verified with Google, and that it has a minimum of five Google Reviews.

Make your customer feedback visible

Customer reviews have become one of the most influential aspects for businesses gaining increased business. This is because, in this day and age, a huge amount of people look for reviews before using a service or purchasing a product. People tend to trust those reviews like recommendations from their own family, feeling as though it gives them a level of trust in a business that may not have been there previously.

Google makes it very easy for their customers to review a business. All a customer has to do is to open Google Maps, find that business, and select “write a review”. It’s that simple.

Reviews play a huge impact not only on the authority and trustworthiness of your business but also on your overall search ranking. Google places a high priority on the number of reviews as well as your overall score when it comes time to rank your business.

If your business has a lot of negative reviews, don’t hide them; work on improving them. Even when you are receiving positive reviews, you should take the time to respond to each review left. Show your customers that you care about the overall quality of service that they receive by replying professionally to the complaint and working to make certain that they enjoy their overall experience.

Ultimately, you need to make certain that your business is earning plenty of positive reviews because Google’s SERPs (search engine results pages) use this as a factor in their overall search rankings. When you have a ton of positive reviews, though, you want to make that as outwardly visible as you possibly can.  Make it easy to see that your business is trustworthy and provides quality service.

Check to make sure your information is consistent

One of the biggest issues, and most correctable at that, is inconsistent information provided by your company. Consistency is one of the factors that helps Google to display the most accurate of information for your potential customers. The last thing you want to do is have inconsistent information as this can frustrate potential customers and turn them off from using your services.

Not only that, when you display things like incorrect addresses in a local directory, you run the risk of confusing Google. Thankfully, this is something of a common issue and it can be cleaned up pretty easily on your own or through a paid service that does this sort of thing.

There is one thing worth noting: if you use a paid service, the minute you unsubscribe from that service, your listings will revert back to what they were previously. Be aware of this if you plan to unsubscribe from a service or switch to another; this is an easy way to lose track of a bit of information.

Google Reviews

Google Reviews

Always display your Business’ Name, Phone Number, and Address

It should go without saying that displaying accurate information when it comes to your business name, address and phone number is crucial when it comes to optimizing your website for local search functions. Make sure that this information is displayed clearly and often throughout your website. Preferably, it should be at least on the bottom of every single web page that you have.

You can use schema markup to fill in this information as well. Schema markup will include things like region, address, postal code, and the country as well. When you update your schema markup, Google will then pick out that information and use it to show any potential customers who search for services in that area.

Make your website mobile-friendly

More and more, users are moving to mobile for their web services. And why wouldn’t they? Having our phone in our hands at a moment’s notice is far more optimal than having to get the laptop out or sit down at a desktop computer.

And because it is so much easier to use our phones than the aforementioned services, more and more websites are making sure that they are optimized for mobile use. The last thing that you want is for a customer to move away from choosing your business because your website looks bad on mobile.

Making all of your pages optimized for mobile means that any potential customers can access the important information that they are looking for without it looking odd or being difficult to get to on their phones. This will give you a leg up in optimizing your website and will make it easier for customers to find your information. And, really, that is what it is all about.

Conclusion

There are so many different things that you can do to optimize your search rankings for those valuable “near me” searches. This is a surprising number of users that might have been unaccounted for previously, but now, you can make your business one of the focal points for those local “near me” searches for plumbers in a given area.

When you do this, you make your information more visible to potential users and make your business visible to those potential users. The name of the game to grow your business online is to make sure that you are easy to find for any potential customers. They might not know exactly what they are looking for, but when your information is accurate and your website is optimized, it gives them a clear and present option to choose from.

Couple all of that with positive reviews that your company has received and you can help take some of the guesswork out of finding a company for those potential customers and drive potential leads to your company in ways that you may not have previously experienced before optimizing your search results.

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Posted: | Updated: Oct 30, 2019 | Categories: SEO

One Of These Things Is Not Like The Other… | The Plumbing SEO Podcast

What’s the mark of a successful plumbing company? Determination, adaptability, and earnestness. All these qualities make for a fantastic business, no matter what industry you operate in. When it comes to spreading your brand in search engine marketing, these characteristics will help you keep at it while those sweet, sweet leads start to trickle in.

Today, Nolen and Jason talk about what separates the top ranking plumbing companies apart from the rest. If your company doesn’t quite earn the rankings you’d like, be sure to listen in.

Key Lessons for Plumbing Professionals

  • Your top competitors work hard to earn their rankings in search engine marketing (SEM)!
  • Online success takes time and money, but anyone can win.
  • There’s no secret weapon to succeeding on Google Search.

Plumbing Search Winners

You know them well by this point: the top performers in your local market. Every time you run a Google search to see where your brand lands, these plumbing companies sit comfortably in the top positions on the front page. What do they do different? How did they get so lucky?

Search engine marketing champs don’t win by luck! They win because of determination.

So many plumbers break into the industry just to give up early in their online marketing efforts. Those top companies in your market however, kept at it and are reaping the rewards as a result. So what sort of qualities can they inspire to help you rank up?

Determination

Quick Tip #1: Keep at It!

Trial and error courses through every discipline of marketing, and business management in general. For plumbing professionals just getting into local search, earning high quality rank positions may feel like a daunting task. Keep at it! 

Practical Applications

While your brand needs some time to start ranking for those primary keywords and phrases, you can use secondary keywords to supplement your leads. Keep producing that content that’s enriched with multiple keyword combinations. Some of our clients at Plumbing Webmasters are listed for over a thousand different words and phrases. If you stay determined and continue to release quality material, your overall brand ranking is sure to rise.

Adaptability

Quick Tip #2: Adapt as Needed

Finding success in online search engine marketing is something almost anyone can accomplish, with the right strategy. Staying at the top however, requires a continued commitment to studying and adapting that strategy. As Google releases, new algorithmic changes and/or new search-related products, learn to experiment with the changes.

Practical Applications

Moz, Search Engine Land, and Search Engine Journal are three great sources for hot industry news and strategies. Try taking a few hours each month to see what’s new in search engine marketing. You may find fresh opportunities to improve your rankings in local search, such as the rise of featured listings in SERPs (see our guide on Ranking #1 in Google).

Investment

Quick Tip #3: Get Invested

Marketing is simply a part of doing business these days. Traditional methods of spreading brand awareness – we’re looking at you, door knocking – simply don’t provide the same results they did a decade ago. That’s why search engine marketing is more essential than ever before for driving people towards your business and creating leads. Successful marketing requires investment: time, effort, and money.

Practical Applications

Learn where to invest your resources for maximum impact. While lead gen companies and PPC campaigns provide a more immediate return, dedicating resources to quality website design and plumbing SEO can generate a long-term supply of cheap, but high-quality leads. Figure out what works best for your business!

Finding a Quality SEO Partner

Most top ranking businesses don’t even try to handle their own online marketing, unless they’ve already grown into a huge enterprise. Small businesses have fewer options in the way of SEO management. Even a permanent employee can have a hard time keeping up with the demands of design updates, content production, advertising management, etc. That’s why most plumbing professionals eventually team up with a search engine marketing company to handle the load for them. Before we finish our discussion for the day, here’s a few tips on discovering a quality SEO team.

Search Engine Marketing Analysis

Where Does Your Search Engine Marketing Team Draw Traffic From?

Picking Your SEO Marketing Team

  • Look closely at their billing procedures. Try to avoid companies that only offer annual contracts or even longer-term agreements.
  • Ask what their clients have to say about their results.
  • Check their organic rankings in Google search. Then check their clients’ rankings.
  • See how well they communicate. Can they clearly explain their services, or do they talk incomprehensible jargon?
  • Determine how easy it is for them to make changes to their websites, ad campaigns, etc.

Follow these tips, and you’ll weed out the vast majority of the underperforming SEO companies out there. As always, our team at Plumbing Webmasters is happy to partner with you for your search engine marketing needs. Consult with a professional anytime at (877) 388-9884!

Other Resources from Plumbing Webmasters

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Plumbing Marketing With No Money (Podcast)
Branded SEO for Plumbers in 2020 (Podcast)
How to Craft a 5-Star Website User Experience (Article)

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Posted: | Updated: Nov 1, 2019 | Categories: Podcast