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SEO
SEO for Plumbing Companies: 5 Winning Strategies
Zach Williams
Owner & Founder, Venveo
Intro
Individual plumbers and plumbing companies each have unique needs when it comes to growing their businesses with search engine optimization (SEO) strategies in 2024. While larger plumbing companies may have more resources to implement SEO strategies consistently, individual plumbing contractors could struggle to keep up with the competition in regard to SEO.
This guide will address foundational SEO strategies in 2024 that both larger plumbing companies and individual plumbing contractors can easily access and employ and see significant ROI for their businesses.
1. Local SEO: The Foundation of Plumbers’ SEO Success
Local SEO strategies continue to be a cornerstone for plumbing businesses–big and small–aiming to generate local business within their immediate service areas.
Succeeding at local SEO is a multifaceted venture: with the rise of voice search and mobile usage, optimizing for local searches has become more than simply creating location-specific ads, landing pages and content.
To truly win in the local SEO space, plumbers should:
A GBP is your plumbing business’s official listing with Google (other search engines may have their version of GBP as well). A GBP is a Google platform native listing that gets served amongst relevant search queries. Here’s an example:
Ensure your plumbing business’s GBP listing displays accurate business information, remains up-to-date with changing seasons and service offerings and is optimized with relevant keywords. Regularly update and confirm business hours, contact information, customer reviews and Google posts to improve visibility in local searches.
Incorporate location-based keywords throughout your plumbing business’s website content, meta tags and descriptions. Focus on rich-intent, long-tail keywords such as "emergency plumber in [city]" or "residential plumbing services near me" to target specific local queries.
For more on keywords and how to use them strategically, check out this blog.
Local service ads (LSAs) are ads specifically designed to be served on search engine results pages (SERPs) when a local service query is initiated. Here’s an example of an LSA:
We know this search result is an LSA because of the “sponsored” label. LSAs often go hand-in-hand with being a Google Guaranteed business.
A Google Guaranteed business is a business that has passed Google’s rigorous quality checks and verification requirements. Being Google Guaranteed is a strong trust signal for potential customers and offers your plumbing business an extra layer of liability coverage. At Google’s discretion, unsatisfied customers may receive a payout directly from Google, relieving your business of a certain level of liability and giving potential customers added peace of mind.
When your plumbing business runs LSAs as a Google Guaranteed company, you’re earning prime search result real estate and a high level of trust with potential customers.
2. Content Marketing: Adding Value & Establishing Authority
Publishing high-quality content remains a potent SEO tool for plumbers to establish their industry authority, educate customers and attract organic traffic. In 2024, content marketing strategies should emphasize:
Create informative blog posts addressing common plumbing issues, DIY tips, maintenance guides and industry trends. Optimize content with relevant keywords and incorporate multimedia elements such as videos and infographics for enhanced engagement.
Before creating a content calendar, make sure to conduct thorough keyword research to identify what topics are currently being searched for the most. Generate content around these topics for the best chance at ranking highly on SERPs.
Leverage the power of video content to showcase plumbing services, demonstrate techniques and provide tutorials. Optimize video titles, descriptions and tags with targeted keywords to improve visibility on platforms like YouTube and Google SERPs.
When creating video content, make a mix of short-form and long-form videos. Platforms like YouTube and TikTok prioritize short-form videos in their algorithms while long-form videos earn your plumbing business’s channel much-needed viewing time history.
Experiment with interactive content formats such as quizzes, calculators and interactive infographics to enhance user engagement, increase website session times and encourage social sharing. Interactive content not only attracts visitors but also increases dwell time and reduces bounce rates, signaling a credible website to search engines and increasing your plumbing business’s rank on SERPs.
Social media marketing is a potent strategy for plumbers to bolster their online presence, engage with customers and augment their SEO efforts. Social media has become a powerful lead generation tool and is an important stop during a lead’s research process and should not be treated as a “side” SEO strategy.
Here's why social media marketing is imperative for plumbers' SEO success:
3. Mobile Optimization: Catering to On-the-Go Customers
With mobile devices dominating online searches, optimizing your plumbing business’s website for mobile has become imperative for reaching customers on the move. To ensure seamless user experiences on mobile devices:
Adopt a mobile-responsive website design for your plumbing business that automatically adjusts to different screen sizes and devices. A responsive website enhances user experience, reduces bounce rates and improves mobile search rankings.
Make sure to add click-to-call features and an easy-to-navigate website menu to provide the best user experience.
Optimize website loading speed for mobile devices by compressing images, simplifying CSS and JavaScript files and leveraging browser caching. A faster website not only improves your users’ experience but also boosts mobile search rankings, as page loading speed is a crucial ranking factor for Google.
With the increasing popularity of voice-activated assistants like Siri and Alexa, optimize your plumbing business’s website content for conversational queries and natural language patterns. Focus on long-tail keywords and FAQ-style content to align with voice search behavior and capture relevant traffic.
4. Reviews and Reputation Management: Building Trust and Credibility
Online reviews wield considerable influence over consumer behavior, making review marketing an indispensable component of your plumbing business’s SEO strategies. Here's how to prioritize review marketing for your plumbing business’s SEO success:
Prompt satisfied customers to leave reviews on Google, Yelp and other relevant review platforms. Offer incentives for leaving reviews such as discounts or freebies to encourage a consistent stream of feedback and to demonstrate appreciation for customer input.
Positive reviews serve as social proof of your plumbing services' quality and reliability, influencing potential customers' decision-making process. Moreover, search engines like Google consider online reviews as a ranking factor for local search results. Plumbers with a higher volume of positive reviews are more likely to appear prominently in local search listings, increasing visibility and attracting qualified leads.
Actively monitor and respond to customer reviews, both positive and negative, in a timely and professional manner. Addressing customer feedback demonstrates responsiveness and commitment to customer satisfaction, enhancing brand credibility and trustworthiness.
When responding to reviews, remember that your plumbing business’s response is public. Every response should be professional, grateful and without excuse if a customer is unsatisfied. If a review is particularly concerning, offer to converse with the customer directly and offline to rectify the issue.
Feedback from customer reviews provides valuable insights into your plumbing services' strengths and areas for improvement. By monitoring and analyzing customer feedback, plumbers can identify recurring issues, address customer concerns, and refine their service offerings accordingly. Implementing constructive feedback into your plumbing business’s operations not only enhances customer satisfaction but also contributes to long-term business growth and reputation management.
Utilize online reputation management tools and social listening tools to monitor mentions of your plumbing business across the web. Address any negative feedback or complaints promptly to mitigate reputational damage and maintain a positive online presence.
Whenever you come across a glowing review or a particularly special customer testimonial, publish it on your website and advertise it on relevant platforms to increase your plumbing brand’s reputation and earn more business.
Trust is paramount in the plumbing industry, where customers often seek reassurance before entrusting their plumbing needs to a service provider. Positive reviews contribute to building trust and credibility, assuring potential customers of your expertise, professionalism and dedication to customer satisfaction. By showcasing genuine testimonials from satisfied clients, you differentiate your plumbing business from competitors and instill confidence in prospective customers, ultimately driving conversions and revenue.
Online reviews can significantly impact click-through rates (CTR) from search engine results pages (SERPs). Listings with five-star ratings and plenty of positive reviews are more likely to attract clicks compared to those without reviews or with negative feedback. By actively soliciting and showcasing positive reviews, you can increase your plumbing business’s SERP visibility and CTR, driving organic traffic to your company’s website and generating more leads.
In a saturated market, positive reviews can serve as a powerful differentiator, setting your plumbing business apart from competitors. By consistently delivering exceptional service and soliciting positive reviews from satisfied customers, you establish a competitive advantage that strengthens your plumbing brand's credibility and attracts discerning clients seeking reliable plumbing solutions.
5. Technical SEO: Optimizing Behind the Scenes
In addition to content and off-page SEO strategies, technical SEO optimization is crucial for ensuring your plumbing website’s performance, indexability and crawlability. Key technical SEO considerations for plumbers include:
Implement schema markup for your plumbing business specifically schema.org/LocalBusiness, to provide search engines with structured data about your plumbing company, including name, address, phone number and business hours. Schema markup enhances visibility in local search results and increases click-through rates.
Ensure a logical site structure and intuitive navigation to facilitate user engagement and search engine crawling. Organize website content into categories and subcategories, and use internal linking to establish hierarchical relationships between pages.
Secure your website with SSL (Secure Sockets Layer) encryption to protect user data and enhance trustworthiness. Google considers SSL encryption as a ranking signal, so migrating to HTTPS (rather than HTTP) can improve search visibility and website security simultaneously.
Final Thoughts
Mastering SEO strategies for your plumbing business is essential for driving online visibility, attracting local customers and outperforming competitors in 2024. By prioritizing local SEO, content marketing, mobile optimization, reputation management and technical SEO, plumbers can establish a robust online presence and achieve sustainable business growth. Embrace these strategies, adapt to evolving trends and watch your plumbing business soar to new heights of success in the competitive online landscape.
Venveo is a full-service marketing agency specializing in building materials businesses and contracting businesses like plumbers. Contact us today and get your free marketing plan to get a glimpse of how our proven marketing methods can turn your plumbing business’s marketing into an indispensable growth machine.
