Plumbers and other tradespeople play a crucial role in modern society, yet they often face the challenge of attracting customers from competitors. Homeowners tend to have established relationships with plumbers and contractors, which can make entering certain markets challenging.
However, plumbers can find success in new markets by targeting new homeowners or offering emergency services when other plumbers are unavailable. Utilizing Google Search and improving visibility through local SEO are effective strategies for capturing these opportunities.
This guide offers tips and tactics to help plumbers, electricians, contractors, and other tradespeople and businesses enter new markets, build customer bases, and expand their brands.
Off-Site SEO Essentials
A significant amount of traffic for businesses comes from ‘near me’ searches, particularly on mobile devices. By optimizing your Google Business Profile listing and third-party directory listings, you can enhance your business’s exposure and increase incoming calls.
Google Business Profile Optimization
Your Google Business Profile appears in local search pack results and on Google Maps. Optimizing this listing allows customers to easily call your business, visit its location, or access its website. Follow these tips for proper optimization:
- Ensure consistent NAP information (name, address, and phone number).
- Verify your business on Google Maps.
- Respond to customer reviews with helpful advice or kind responses.
- Write a description of your business and services.
- Use high-resolution and relevant photos to showcase your brand and company.
Local Directories
Optimize your brand’s business profile on third-party sites often used by customers to find plumbers, such as:
- Better Business Bureau
- Yellow Pages
- Yelp
- Houzz
- Home Advisor
- Blue Book
While directories like Yelp have seen fluctuating prominence, they continue to be significant sources of business referrals. Positive reviews can contribute to social proof and trust for your business. Moz offers tools for local citation building, or you can manually claim and optimize each listing.
Build A Social Media Presence
Engaging on social media, though not essential for all trades, can provide value, particularly on platforms like Facebook, where customers may seek announcements, business hours, and reviews. Establish a social media page with high-resolution photos and clear NAP information for easy contact.
Managing Reviews
Managing reviews on third-party websites is crucial for building customer trust. Regularly check reviews to understand customer feedback and identify areas for improvement. Positive reviews serve as personal referrals, a key revenue source for tradespeople. Here are tips for managing online reviews:
- Encourage customers to leave reviews after positive engagements.
- Share review requests on your website and marketing materials.
- Respond to both positive and negative reviews constructively.
On-Page SEO Essentials
After setting up your business listings on strategic sites, focus on optimizing your website for local SEO.
Local Keyword Research
Conduct local keyword research to discover terms that drive qualified traffic to your website. Use a free Google Ads account with the Keyword Planner tool to search specific to your area. For instance, search for keywords relevant to "plumbers" in your location to prioritize terms with less competition.
Meta Tag Optimization
Following your keyword research, apply terms to your web pages. Use seed keywords in metadata, ensuring a coherent structure:
- Title Tag/H1: Incorporate primary keywords related to the page’s topic.
- Meta Description: Brief, keyword-rich descriptions with a call-to-action.
- Header Tags: Include relevant long-tail keywords as subtopic headers.
- URLs: Maintain a simple structure with consistent keyword usage.
Local Schema
Schema markup will assist search engines in accurately indexing your website. Google’s Structured Data Tool can simplify markup insertion, ensuring each page’s accurate categorization. Common schema data for plumbing businesses includes Geo, Type, Opening Hours, and more.
Mobile Responsiveness
Local searches are often made via smartphones, emphasizing the importance of mobile responsiveness. Tips for mobile optimization include compressing images, reducing clicks, and integrating click-to-call buttons.
Site Speed Optimization
Improving mobile responsiveness contributes to faster page speeds. Additional tips include minimizing CSS, enabling file compression, browser caching, and cleaning up redirects.
Creating Consistent NAP
Ensure your contact information (NAP) is consistent across all pages, with a click-to-call button and address visible on each page.
Content Essentials
With your website ready, focus on creating landing pages that highlight your most important services and regions.
Service Pages
Your navigation should be user-friendly, with a primary keyword like "Plumbers [City]" and secondary pages for services such as:
- Emergency Plumbing
- Toilet Repairs
- Pipe Leaks
Regional Pages
If serving a large metro area, create regional pages for different locations or neighborhoods to appear in ‘near me’ searches.
Creating A Blog
Consider starting a blog to provide DIY tips, establish authority, and drive traffic with engaging content. Videos on platforms like YouTube can also boost exposure.
Link Building Strategies
Link building can significantly enhance your business’s visibility. Consider reaching out to local newspapers, bloggers, and websites to obtain backlinks.
Digital Advertising
Online ads can swiftly increase exposure. Google Ads allows bidding on keywords to appear above local search results. Facebook also offers targeting based on demographics.
Email Marketing
Email marketing can be valuable for re-engaging past customers and promoting local offers, although it’s not essential for emergency repair-focused trades.
Conclusion
SEO strategies for tradespeople resemble those of other local businesses but must account for unique business models. While not all marketing forms suit tradespeople, strategies like reputation management and online advertising can effectively boost your business’s web presence and increase inquiries.
More resources:
- Local SEO strategies for other professions
- Social media strategies for boosting SEO
- A comprehensive guide to local SEO
