Emergency
“emergency plumber near me”, “burst pipe [town]”, “no hot water”
Won in the map pack, in minutes, by whoever picks up. High volume, low margin, and the searcher is not comparing anyone. Worth having, not worth building a strategy on.
SEO for plumbers
SEO for plumbers who want the £4,000 job, not just the callout
Emergency searches are the ones everyone chases, and they are the least profitable work you do. The boiler replacements, bathroom fits and landlord contracts are searched for differently, planned weeks ahead, and almost nobody has built a page for them.
- Local plan
- £495/month
- Growth plan
- From £895/month
- Best for
- Plumbers and heating engineers
- Work included
- Site + Business Profile
Four different searches
The leak pays for today. The boiler pays for the year.
Plumbing search demand splits by urgency, and urgency runs opposite to value. The burst pipe at midnight is decided in ninety seconds and priced down by whoever answers first. The boiler replacement is researched for a fortnight, quoted three ways, and worth twenty times as much — and it is usually the search nobody has built a page for.
Landlord gas safety is the quietly valuable one. It is annual, legally required in England, Wales and Scotland for rented homes, and a letting agent who finds you once will keep using you. That is recurring revenue found through a search nobody optimises for.
How the demand splitsPlumbers
Boiler
“new boiler cost”, “boiler replacement [town]”, “combi boiler installation”
The most valuable searches a plumber can rank for, and the most under-built. Researched over days, priced against two other quotes, and won by whoever explains the cost honestly on the page.
Landlord and compliance
“landlord gas safety certificate [town]”, “CP12”, “gas safe engineer near me”
Annual, legally required, and repeat by definition. Letting agents searching this become long-term accounts instead of one-off jobs. Almost never has a page of its own.
Bathroom and installation
“bathroom fitters [town]”, “underfloor heating install”, “power flush cost”
Long consideration, high value, decided partly on photographs of finished work. These pages need a gallery as much as they need copy.
How it works
What the monthly work actually is
The order matters more than the list. Nothing here is exotic; the reason it works is that it is done in the sequence that moves enquiries soonest.
Find out what you already rank for
Search Console and the live results for your towns, first. A plumber ranking at position 11 for “boiler replacement [town]” needs a title rewritten, not a six-month project, and it is worth knowing that before anyone signs anything.
Fix the Google Business Profile
Categories, services, service area, photos, posts and questions, kept consistent with the site — and Gas Safe registration stated in text where Google can read it, not buried in a logo image.
Build the boiler page properly first
Real price ranges, what changes the number, how long the job takes, and what the guarantee covers. This is where the margin is and where the competition is thinnest, so it comes before anything else on the site.
Then landlord, bathroom and emergency pages
A page each, matching how people search for each one. The landlord page tends to earn its keep fastest because letting agents come back every year.
Then a page per town, in order of value
Genuinely different pages for the areas you actually cover, a few at a time. Twenty thin pages with the town name swapped is a well-known way to get a site treated as low quality.
£495 a month, and one boiler pays for the quarter.
Local is £495 a month: one area, the searches around it, the Business Profile and the site work. Growth is £995 a month where you want more job types, more towns or the harder terms. If you already have a website worth keeping there is no build to fund, so Growth is £895 a month on a six-month minimum term instead of 12. Prices are the full amount payable; no VAT is added on top.
The maths on a plumbing business is unusually simple. If a boiler install is worth a few thousand pounds to you, the plan needs to produce roughly one extra a quarter to have paid for itself. That is the number to hold us to, and it is a fairer test than rankings. It takes months to get there, and it will not replace bought leads on day one. Full pricing.
SEO for Plumbers questions
Questions people usually ask us
Want to know what you rank for right now?
Send us your website and the towns you cover. We'll come back with what you currently rank for, who is beating you on boiler and bathroom terms, and whether this is worth doing at all.