Most marketers know that plumbing is one of the more competitive niches in the local SEO game. There is a very good reason for this; plumbers have a higher return on investment per customers than say a small restaurant or coffee shop. Some plumbing jobs can bring in thousands of dollars especially on the corporate scale. In this article we are going to discuss how to rank a local plumber in a highly competitive niche in a very simple but easy to execute plan.
On Site Optimization for Plumbers
Although optimization for plumbers is similar to other industries, with recent changes it requires to be more tactful and utilize different capture forms. Utilize your highest traffic keywords in your home page copy a few times so Google can decipher what your website is about. On the home page you should use a lead capture form due to the nature of plumbing jobs. Lead capture forms are generally based off of an email system to forward information to the business from the customer. However, because some plumbing is on an “Emergency” basis, you need to high a contact phone number in an easy to locate area on the home page.
Citations are Huge for Plumbers
Google places and citations are huge for local businesses such as plumbers. In the majority of cities, if you do a search for a plumber the top results or middle results will all be local listings. Make sure your local listings for the business are filled out correctly and you distribute the information to as many citation websites as possible such as Yelp, City Search and more. Also check out your competitor’s citation sources using tools such as Majestic SEO, or Open Site Explorer. Look for plumbing related citation websites or any that you may have missed and fill them out. These types of links are paramount for ranking a plumbing website.
Target Wide Variations of Keywords
Plumbing is an industry where a lot of keyword variations come into play. Examples of this would be users searching for variety of problems such as “Clogged toilet”, “Sinks won’t turn on”, “Faucet is leaking” and so on. Utilize Google keyword tool to research these keywords and don’t be afraid to get creative. However, don’t put too much effort into keywords that don’t have any search traffic. When targeting these keywords, use the phrases on different pages of the website and on a small percentage of your back link anchor text. Remember, the more anchor text diversity the better when it comes to Google’s algorithm.
Use a Variety of Link Building Techniques but Keep it White Hat
A local plumber website is one that you can rank without having to use any sketchy tactics. The majority of your competitors will be ranking using the following link types: Citations, Directories, Press Releases, Guest Blogs, Web 2.0 Properties, PDF Submissions, Maps, and other niche related links. Although these link types may be more time-consuming, you will want to focus on quality written articles and avoid spun garbage.
The center of what leads a plumbing business to success is attention to marketing. It is not possible to find your prospective clients out of thin air, start and set appointments with them, and run projects through to completion if you do not have a compelling plan for plumber marketing. Marketing is the oil that keeps your business lubricated; it is what keeps your credit card machine or cash register going while all the other plumbers are waiting for the phone to ring.
Unfortunately, the vast majority of plumbers have no idea about how to market themselves. In fact, they tend to just copy their ideas for marketing from other plumbers. The secret is to lead, rather than to follow, if one is interested in successfully marketing one’s self as a plumber. The next four ideas are designed to give you a leg up when it comes to successful marketing tactics and procedures.
First of all, it is essential to practice plumber internet marketing and plumber SEO. This is done through having an up to date website on the internet. You will need to work at the SEO so you get a high ranking in Google, which will allow people to find you. People don’t use the Yellow Pages to find their plumbers anymore, and if you don’t have any form of plumber SEO, then no one will know you exist. However, with a good website and good search rankings, then you can do all sorts of things, including showing testimonials, providing coupons, and giving tips on plumbing for the DIY crowd.
You will also want to pick up a Google Places listing as part of your plumber internet marketing, as well as take advantage of social media. A Facebook page is a must to help potential customers figure out who you are and what you are up to. Similarly, a Twitter account can be used for pumping out instant messages about any bundled services or discounts you may offer.
Good old fashioned word of mouth, however, will still be your best friend as a plumber, even if you master plumber internet marketing. When you make your customers happy, they will recommend your business to any friends and family they have. Referrals are still how things work, and if you get people to say good things about you, you will do well.