Top Local SEO Tips To Fix Your Plumber SEO
Welcome to our Local SEO series. Every week we will highlight an industry that can benefit from local SEO services and some easy steps to follow to get more sales inquiries. This week we’re looking at plumber SEO strategies to get more local business.
The importance of consistent citations for local businesses cannot be emphasised enough. This includes the same name, address and phone number (NAP) mentioned across the web. A mistake in your phone number or a spelling mistake in your address can send signals to search engines about the trustworthiness of your company, knocking you down the plumber SEO rankings. The most scalable way of achieving this is to create business directory listings that are based around your niche and locality.
Let’s take the example of a UK plumber. They know where their target market will be looking for them on plumber related websites and within the UK. Here are just a few examples of places to create your NAP:
Once you have created these directory listings you can then branch out to broader directories such as:
The great thing about creating citations is that they not only drive more directed highly convertible traffic to your website but are also great for plumber SEO. Clear and concise NAPs across the web help with ranking signals linked to local search results, aka the Pigeon algorithm. As users search for “plumber” from their location you want your company showing up first if you are also based in their location, NAPs are the start of helping you to achieve this.
Finally, consider mentioning your NAPs on some of your written articles, on other webpages and press releases. The more you can get your name out there, the better chance you have getting more inquiries.
Geo-Targeting Your Webpages around Location
After creating your plumber website it may be that your site only targets a broader city of where you’re based. This is fine, but also means that you may not be as optimised for very local searches within smaller towns within that region. So how do you show up for very local searches within your city?
One of the most effective steps is to create separate webpages that are keyword targeted for these smaller locations. Let’s say you’re based in West Midlands and want to target towns within this county such as Sutton Coldfield, Solihull and Warwick. You could create webpages that contain unique and informative content that are related to these locations.
Here are a few ideas:
- Base a case study of work you did in these locations. Include photos of the job, testimonials from your customers and the plumbing problem you solved.
- A history of waterworks within a specific region. Who supplies the water in that region? Is it soft or hard water? The average cost of water bills, etc.
- If you have staff who live in a particular town conduct an interview with them about what they love so much about that town.
Remember to optimise your locations via on site SEO techniques such as including the location in your title tag, heading, meta description, internal links, throughout the content and in the web address.
Example of a local plumber SEO optimised web address:
Always be sincere with writing local based webpages and never duplicate your content, that’s a big no no and will only serve to turn potential customers to look elsewhere.
Outreach to Local Businesses
Your best contacts are those closest to you and are the most likely to recommend your plumbing services to the local community. Set out a plan of action for outreach marketing of places where you can get mentioned this may include:
If you left your customer with a positive experience by all means ask them to leave a review on your website, on your local directory pages or if they have their own website to mention you there with a link back to your website. Positive word-of-mouth is the most effective way of getting new customers and reviews are seen positively by search engines as a trust factor ranking signal.
Your Suppliers & Trade Magazines
As a plumber you probably have many different tools and supplies that you require on a daily basis to do your job. Whether you exclusively use one supplier or many you can endorse them on your website and then let these suppliers know how highly you rate them. You’d be surprised how many will not only spread the word about your business via their magazine, shop or website but can provide a strong link in future for any promotional activities and possibly even exclusive discounts on tools.
Local Chamber of Commerce
Most cities have a chamber of commerce with the intention of advancing business interests. Usually there is a membership fee but for local companies the investment could turn out to be invaluable. The potential for business-to-business networking in addition to promotion of your company in their directory can drive sales. It’s also a powerful hub for business advice and further opportunities in the plumbing sector.
Local and National Associations
Gain plumbing certifications and gain membership to recognised organisations and build trust with your customers. Use the logos of these certifications and memberships on your website and increase conversions.
http://www.aphc.co.uk/ – Association of Plumbing and Heating Contractors
http://www.ciphe.org.uk/ – Chartered Institute of Plumbing and Heating Engineering
http://fairtrades.co.uk/ – Fair Trades Plumber Association
Get Social Now
We’ve yet to meet a plumber who has physically fixed a sink, toilet or leaky pipe over social media but that doesn’t mean you can’t provide exceptional advice, tips and guidance to those with an emergency plumbing problem.
Firstly you need to setup your social media profiles across the big four, Facebook, Twitter, Google+ and LinkedIn. Then you want to start gaining followers that are a mix of potential customers and spokespeople in your industry who can catapult your company message across the digital stratosphere.
Think about the types of questions consumers are asking about plumbing and search for these across the platforms. For example on Twitter search “plumber help”, “plumbing tips” and “need a plumber” and reply to the types of queries users need help with. In the age of the gift economy free plumbing advice can reap fantastic rewards for future call outs in your local area. Be sincere and helpful and the inquiries will come.
Here are just a few social media strategies specifically aimed at plumbers:
Create your own plumber hashtag
What better way to define your brand online than with your very own hashtag. Other companies have done just that to great effect. You can use these plumber hashtags on your posts as well as offline material such as business cards and promotional flyers. When creating your hashtag it’s fine to use your company name but why not go one step further and create a quirky hashtag that will always be associated to you. A few ideas:
#waterwaytofix – Helpful plumbing hacks that the average joe can implement before you come to the rescue.
#plumberlife – Entertaining real life stories based around your plumbing experiences.
#plumberpuns – Daily puns and jokes around the life of a plumber.
Create a weekly Twitter conversation for your area
Don’t wait for conversations to begin instead become a thought leader from the very start by creating your own plumber Twitter conversation and Google Hangout. This may be aimed at potential customers with questions but you could also setup a chat aimed solely at other plumber professionals and related industries to share plumbing knowledge and advice. You never know when a relationship may blossom into something more fruitful.
Think of a hashtag that describes your chat and use it on every post within that chat. For example:
Update users on news in the plumbing industry
As part of a balanced social media strategy, re-sharing and retweeting plumber industry news can turn out to be a valuable way to gain followers who are interested in your posts and also help you rank higher for plumber SEO terms linked to your posts. This can be a very scalable way of gaining traction using automated software such as Buffer or Hootsuite to post on designated days and times (both of which are free up to a certain amount of posts).
Subscribe to all your industry blogs via the Buffer platform or use the Google chrome extension Feedly and keep updated on a daily basis. If you wanted to go one step further you could use IFTTT to automate new news articles and blog posts straight to your feeds. As a plumber your time is precious so using some automation and scalability will save you a lot of time and hassle.
It’s fair to say we have only just touched the tip of the iceberg on how to promote your plumbing company on a local level but these plumber SEO tips are sure to set you up for greater things to come.
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