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
neometa provides SEO for plumbers and heating engineers across the UK from £495 a month, with no VAT added on top. The work is a page for each job type worth winning (boiler replacement, bathroom fitting, landlord certificates, emergency repair), a page for each town you cover, and the Google Business Profile. Boiler and bathroom terms typically move in three to six months. Where you need a new website, the build is included in the £495 plan.
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.
Worth doing when
- Your week is callouts and your margin is in installs
- You are Gas Safe registered and the website barely mentions it
- Boiler and bathroom work comes from merchants and referrals, never Google
- You pay for leads you would have won anyway
If your diary is already full of the work you want, this is not worth your money and we will say so.
- Local plan
- £495/month
- Growth plan
- From £895/month
- Best for
- Plumbers and heating engineers
- Work included
- Site + Business Profile
01 / 04
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. 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.
02 / 04
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.
03 / 04
Price
Full pricing£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.
04 / 04
The questions people actually ask
What does SEO for plumbers involve?
A page for each job type you want more of, a page for each town you cover, and a Google Business Profile that agrees with both. That is most of it. Plumber SEO has a reputation for being complicated, and the complicated version is usually the one being sold by the hour.
The part most plumbing websites get wrong is having one Services page that lists boilers, bathrooms, leaks, landlord certificates and power flushing together. That page is asked to rank for all of them and ranks for none.
How much does a plumbing website cost?
On Local the website is part of the £495 a month: a mobile-responsive WordPress site of around five pages, with hosting, SSL and maintenance included and no build fee. Growth builds up to ten pages for £995 a month, and a standalone website without the SEO plan starts at £2,500. Where we build the site the minimum term is 12 months, and the site is yours at month 12.
The site is built around the boiler, bathroom and landlord work this page describes, with a page per job type and a page per town, so the website is ready for the searches from the day it launches.
How much does plumber SEO cost?
£495 a month for one town and the searches around it, £995 a month for more job types, more towns or the harder terms, and £895 a month on a six-month minimum term if you already have a site worth keeping. Those are the full amounts payable, with no VAT added.
The comparison worth making is not against another agency's monthly fee. It is against what you currently pay per lead, multiplied by the number of those leads that were quoted by two other plumbers before you rang back.
Which plumbing jobs are worth targeting?
Boiler replacement first. It is planned weeks ahead, searched for by name, and worth several thousand pounds. The page needs the real price range by boiler type, what changes it, what the warranty covers and how long the install takes.
Then bathroom installation, landlord gas safety certificates and power flushing, a page each. Landlord certificates are the quiet one: they recur annually, the searcher is a landlord or an agent rather than a homeowner, and almost nobody has written the page.
Do emergency plumbing searches still matter?
They matter, they are just not where the margin is. Someone with a burst pipe rings one of the first three results with a map beside them, and being one of those three is mostly a Google Business Profile job rather than a website one.
It is worth doing because it is fast and it fills the diary. It is not worth doing instead of the install pages, which is the mistake most plumbing SEO ends up making.
Does being Gas Safe registered help?
On the page, yes, and most plumbers barely mention it. The registration number, the named engineers and what each is qualified for belong on the site rather than on a logo in the footer.
It does not lift rankings on its own. What it does is convert the visitor who arrived from a search and is deciding between three quotes, which is the half of the problem that ranking does not solve.
How long does plumber SEO take?
The Business Profile and the emergency terms can move within a month. Boiler and bathroom terms take three to six months, because those pages have to be better than the ones already there rather than merely present.
Targets are reviewed at eight weeks. A term that is not responding gets a change of approach rather than being left to run for a year.
Background reading
Want the detail before you talk to anyone?
Other trades
SEO for Plumbers questions
Questions people usually ask us
Google Business Profile changes and on-page fixes can show inside a few weeks. Ranking movement on boiler and bathroom terms more commonly takes three to six months, because those are the searches everyone wants. In our own client data the clearest position improvements landed between three and six months in. Anyone quoting results in weeks is either buying links or counting impressions.
Have the page, but do not build the plan around it. Emergency searches are decided in the map pack in under two minutes, they rarely compare anyone, and the work is the least profitable in the diary. The commercial argument for SEO is the boiler, bathroom and landlord work, which is planned in advance and where the searcher genuinely reads the page before ringing.
They do different jobs. A lead platform gives you enquiries from day one and charges you for each of them, sold in competition with everyone else who bought the same lead. SEO costs the same every month whether it produces two enquiries or twenty, takes months to build, and the visibility belongs to you. The sensible route is to reduce dependence on paid leads gradually, not switch them off and hope.
Indirectly, and it is worth doing properly. Google cannot read a registration number inside a logo image, so put it in text with the number, and make sure it matches the Gas Safe Register entry. It matters more for conversion than for ranking: a homeowner deciding between two plumbers checks it, and the one who makes it easy to find wins more of those.
Local is £495 a month and covers one area and the searches around it. Growth is £995 a month where you want more job types, more towns or more competitive terms. Where 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 rather than 12. Prices are the full amount payable; no VAT is added on top.
Not yet. The nearest is C J Appliances, a reactive home-services business winning the same kind of local callout searches, with joinery, modular cabins and landscaping making up the rest of the trade work. Before you commit to anything we will show you what your own site ranks for now, and who currently owns the boiler and bathroom searches in your towns.
Over time, with a proper page for each. Not from one page, because local results are decided partly by how close the searcher is to you and that cannot be changed. The approach is to sequence the towns by what each is worth and build them a few at a time.
On position and clicks for the specific searches being targeted, monthly, in plain English. Where you will tell us, we also report on which enquiries turned into jobs. Targets are reviewed at eight weeks so a term that is not responding gets changed early.
Start the conversation
Want to know what you rank for on boiler work?
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.
Tell me about your business
Simon reviews every enquiry himself and replies within one working day. No finished brief required.