SEO for Plumbers: How to Get More Calls from Google

What SEO for Plumbers Actually Means

SEO for plumbers is almost entirely local SEO. Nobody two counties away is looking for you, so the whole job is being visible to the people who could plausibly call you today. With an estimated 83% of searches for home services beginning online, it's important to appear in local search results where potential customers are actively looking for plumbing services. Local SEO optimises your online presence to attract more local business, ensuring that when someone searches for a plumber in your area, your business is prominently displayed.

Local SEO for plumbers involves optimising your website and online profiles so that search engines like Google understand where your business is located and what services you offer. This can involve strategies such as updating your Google My Business profile, getting listed in local directories, and generating positive customer reviews. Let's examine the specifics of how plumbing local SEO can change your business.

Optimising Google My Business for Plumbing Services

Google My Business (GMB) is a free tool that allows you to manage how your business appears on Google Search and Maps. For plumbers, having a well-optimised GMB profile is essential. It’s often the first thing potential customers will see when they search for plumbing services in your area. Here's how to optimise your GMB listing effectively:

1. Complete Your Profile: Ensure your business name, address, and phone number (NAP) are accurate and consistent across all platforms. Add your business hours, and make sure these are updated during holidays or if your hours change.

2. Categories and Services: Select the most appropriate category for your business, such as "Plumber," and list all the services you offer. Be specific; include services like "emergency plumbing," "boiler repair," or "drain cleaning."

3. High-Quality Photos: Upload high-quality images of your team, your work, and your office or van. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.

4. Customer Reviews: Encourage satisfied customers to leave positive reviews on your GMB profile. Respond to reviews to show you're interested and value customer feedback. According to BrightLocal, 87% of consumers read online reviews for local businesses.

5. Posts and Updates: Use the posts feature to share updates, promotions, or announcements. This keeps your profile active and interesting, which can improve your local SEO efforts.

Building and Optimising Local Citations

Local citations are online mentions of your business's NAP. They’re found on business directories, websites, and social media platforms. Consistent and accurate citations help search engines verify your business's legitimacy and improve your local search rankings. Here are key steps to optimise your local citations:

• Claim and Verify Listings: Start by claiming and verifying your listings on major directories like Yelp, Yell, and Thomson Local. Ensure your information is consistent across all platforms.

• Niche Directories: Consider plumbing-specific directories such as Checkatrade or Rated People. Being listed on industry-specific sites can improve your credibility and visibility.

• Consistency is Key: The information in your citations must be consistent with your GMB profile. Inconsistent information can confuse search engines and harm your local SEO efforts.

• Monitor and Update: Regularly check your citations and update them as needed. Tools like Moz Local or BrightLocal can help manage and monitor your citations, keeping them accurate.

Using Customer Reviews and Testimonials

Customer reviews are a powerful component of plumbing local SEO. They influence potential customers and impact your ranking in local search results. Google considers reviews as a significant ranking factor, so it's essential to manage them effectively:

• Request Reviews: After completing a job, ask satisfied customers to leave a review. This can be done verbally, via email, or by providing a link on your invoices.

• Respond to Reviews: Interact with your customers by responding to reviews promptly. Thank them for positive feedback and address any negative comments professionally.

• Showcase Testimonials: Use positive reviews and customer testimonials on your website and social media. This builds trust and increases your online presence.

• Review Management Tools: Use tools like Trustpilot or Feefo to manage and display reviews on your website, improving credibility and improving SEO.

Creating Location-Specific Content

Content plays an important role in local SEO for plumbers. By creating location-specific content, you can target potential customers in your service areas more effectively. Here’s how to create content that is relevant to local searchers:

• Service Area Pages: Create dedicated pages for each area you serve. Include specific information about the services you offer in those locations. This helps you rank for local searches like "plumber in Manchester" or "emergency plumbing Leicester."

• Blog Posts: Write blog posts that address common plumbing issues in your area or seasonal tips for maintaining plumbing systems. This positions you as an expert and can attract local traffic to your website.

• Local Keywords: Include local keywords naturally throughout your content. For example, use phrases like "plumbing services in Birmingham" or "boiler repair in Newcastle."

• Community Involvement: Highlight your involvement in local events or sponsorships. Content that connects your business to the community can increase your local SEO and support goodwill.

Utilising Schema Markup for Improved Visibility

Schema markup is a form of microdata that helps search engines understand the content on your website better. For plumbers, using schema markup can improve your local SEO by making your business information clear and easily accessible to search engines. Here's how to implement schema markup:

• Local Business Schema: Use schema markup to provide essential information about your business, such as address, phone number, business hours, and services. This can improve your chances of appearing in local search results.

• Service Schema: Implement service-specific schema markup to detail the plumbing services you offer. This allows search engines to connect your business with relevant local searches.

• Review Schema: Include review schema to display your customer reviews directly in search results, increasing your credibility and click-through rate.

• Use Tools: Google's Structured Data Markup Helper is a useful tool for implementing schema markup on your website without requiring extensive technical knowledge.

Monitoring and Analysing Local SEO Performance

It's essential to continually monitor and analyse your local SEO efforts to ensure they are effective. Regular analysis helps identify what's working and what needs improvement. Here are key strategies for monitoring your local SEO performance:

• Google Analytics: Use Google Analytics to track website traffic and user behaviour. Pay attention to metrics like organic traffic, bounce rate, and conversion rates from local searches.

• Google Search Console: Monitor your search performance using Google Search Console. This tool provides insights into how your site is performing in search results, including local queries.

• Local Rankings: Track your local search rankings using tools like BrightLocal or SEMrush. These tools can show how your business ranks for specific keywords in your target areas.

• Feedback and Adjustments: Regularly gather feedback from customers and adjust your strategies accordingly. Whether it's improving website load speed or improving customer service, continuous improvement is key.

By implementing these local SEO strategies, plumbers can significantly increase their visibility in local search results, resulting in more calls and business enquiries. Local SEO is an ongoing process, requiring regular updates and adjustments to maintain and improve your search rankings.

Everything above is doable on your own evenings, and plenty of plumbers do exactly that. If you would rather hand it over, our SEO for plumbers page sets out the monthly work, what it costs, and what we have and have not done before — including the fact that we have not yet run this for a plumbing business.

Send us your site and the towns you cover and we will tell you what you currently rank for before anyone mentions a retainer.