The Plumbing SEO Podcast: Recent Episodes
The Plumbing SEO Podcast
This video is for plumbers who want to grow their business organically—without wasting time or money on gimmicks that no longer work.
AI is shaking up the plumbing industry—and if you're not adapting, you're already behind. Nolan Walker dives into how tools like ChatGPT and Gemini are changing local SEO, why private equity is scooping up plumbing companies, and how real plumbers are winning with DataPins.
This episode breaks down what you must do now to stay relevant, get more leads, and future-proof your business.
Topics Include:
- Why showing up on AI tools like ChatGPT and Gemini is the new map pack
- What private equity knows that most plumbing companies don’t
- How DataPins is helping real companies rank (without paying for leads)
- Why having 11 reviews after 20 years just won’t cut it in 2025
- What to do if you're still stuck on an old Wix site
Want me to cover a topic? Let us know.
Like what you hear? Follow our podcast.
Ready to dominate your digital presence? plumbingwebmaster.com or (877) 388 - 9884
In this raw and unfiltered episode, Nolan Walker (Founder of Plumbing Webmasters) exposes the truth about the SEO industry—and why so many plumbing businesses get stuck with poor rankings, weak leads, and zero ROI.
You’ll hear:
Are you a plumber struggling to understand if your Marketing efforts in 2025 are actually working?
You're not alone — most plumbing companies are being misled by third-party metrics that look good on paper but don’t result in phone calls or real jobs. In this video, we break down what you should be looking for in your results.
Tune in to nail down how you can get more calls and stop paying for leads!
or
BOOK YOU FREE CALL
(877) 388-9884 ↔️ https://info.plumbingwebmasters.com/
In this episode, Nolen and Jason discuss how plumbers can rank for hundreds—even thousands—of keywords and get more calls without paying for leads. Most plumbers only target basic terms like “plumber near me,” but 50% of all searches are long-tail keywords like tankless water heater repair, slab leak detection, and emergency drain cleaning. If you're not ranking for these, you're missing out on valuable leads!
They break down how to build an SEO-optimized website, use real job data for Google trust, and leverage DataPins to dominate local search.
Tune in to learn how to ditch overpriced paid leads and start getting free organic traffic!
DM @PlumbingWebmasters or visit info.plumbingwebmasters.com for a FREE strategy session with NOLEN! ↔️ call (877) 388-9884
plumbingseo #googleranking #plumbingmarketing #localseo #plumbingbusiness
Plumbers, are you tired of outdated SEO tricks that don’t work? The game has changed, and Google’s algorithm is smarter than ever. If you’re still relying on spammy backlinks, keyword stuffing, or excessive blogging, your website is getting penalized!
In this episode, we reveal:
✅ How Google’s Helpful Content Update is reshaping SEO in 2025
✅ Why old SEO strategies (buying links, overstuffing keywords, & mass blogging) are DEAD ❌
✅ The #1 SEO strategy that helps plumbers rank higher on Google Maps & organic search
✅ How DataPins turns every plumbing job into an SEO-boosting powerhouse
✅ The key to outperforming competitors & getting more high-quality leads
In this episode, Nolen and Jason break down the top 3 most effective ways plumbing businesses should market themselves in 2025 to stay ahead of the competition!
In this episode, Nolan and Jason from Plumbing Webmasters break down one of the biggest challenges plumbers face in marketing: the disconnect between brand-building and lead generation. They discuss why focusing solely on paid funnels or quick fixes often leads to frustration and wasted money. Here’s what they covered:
This video is for plumbing business owners looking to rank higher on Google Maps to increase daily call volume without paying for ads. Nolan Walker from Plumbing Webmasters shares a proven method, in use since 2018, to help plumbers achieve and maintain top rankings organically. The key strategy involves using "DataPins" to create digital brand signals by geo-tagging every job location, which Google interprets as trustworthy, local activity. This method promotes consistent visibility and builds a strong digital brand, unlike spammy SEO tactics. Watch to learn how DataPins can improve your SEO, create a better user experience, and attract more qualified leads!
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Nolen Walker on website templates and how they affect you optimization.
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Nolen Walker share why he stopped networking with marketers and how to become the champion of your brand.
PlumbingSEO #GoogleUpdates #HelpfulContent #E-E-A-T #SEOStrategy #PlumbingWebmastersPodcast
Learn more at: https://www.plumbingwebmasters.com/
Stop the spam! Nolen Walker shares the difference between spam and organic traffic.
Learn more about Plumbing Webmasters below:
https://www.plumbingwebmasters.com/
With the introduction of Google's Helpful Content Update, SEO-focused content that prioritizes search engines over user experience is clearly violating search engine best practices.
Furthermore, we address the myth of paid link acquisition. The truth is, the most valuable links are those earned organically or through real-world business and personal networks, a feat no agency can replicate.
This revelation begs the question: In the evolving world of SEO, what can your plumbing SEO agency actually deliver in 2024?
Join Nolen and Jason of Plumbing Webmasters as we uncover the answers and provide you with the knowledge to navigate the new SEO landscape.
Discover the actions you should be taking to ensure your online presence is not only compliant with Google's latest guidelines but thriving in a way that truly serves your audience.
Don't miss out on these invaluable insights. Tune in now to transform the way you think about SEO for your plumbing business in 2024 and beyond.
PlumbingSEO #GoogleUpdates #HelpfulContent #E-E-A-T #SEOStrategy #PlumbingWebmastersPodcast
Learn more at: https://www.plumbingwebmasters.com/
Join Nolen and Jason from Plumbing Webmasters as they explore the critical differences between branded and unbranded SEO strategies for plumbers in 2024. This video is packed with insights and real-world examples, making it an essential watch for anyone in the plumbing industry looking to enhance their online presence.
Key Highlights:
Understanding Digital Branded Signaling: Learn about the shift from traditional SEO to digital branded signaling, which encompasses experience, expertise, authority, and trust and how it impacts your online visibility.
The Role of a Website in Branding: Discover why a website is more than just a conversion tool; it's a crucial component of your discovery and branding strategy.
The Power of DataPins: Nolen introduces DataPins, a proprietary software designed to boost your website's SEO through geo-tagged photos and job descriptions, enhancing both your Google Maps and organic search presence.
Real-Life Branding Lessons: Hear a compelling story about the importance of branding over merely having a company name and how a lack of branding leads to poor conversion and recognition.
Comprehensive Digital Marketing Services: Plumbing Webmasters offers a range of services, including website design, content creation, and management of Google Maps and organic rankings, all aimed at enhancing your digital brand.
The Importance of a Holistic Approach: Understand why focusing solely on Google reviews and neglecting other aspects of your brand can hinder your online success.
The Competitive Edge: Gain insights into how doing more than your competitors in terms of branding and digital marketing can significantly improve your ranking and visibility.
Conclusion:
This video is a treasure trove of information for plumbers aiming to dominate the digital space in 2024. Nolen and Jason's expertise shines through, offering actionable advice and strategies to elevate your plumbing business's online presence.
Learn more about Plumbing Webmasters below:
https://www.plumbingwebmasters.com/
Join Nolen and Jason from Plumbing Webmasters as they dive deep into the world of plumbing marketing in their latest video. Ever wondered where the majority of your leads come from? Spoiler alert: It's still Google!
In this enlightening discussion, our experts debunk common misconceptions about lead sources and emphasize the unmatched power of organic traffic from Google. From sharing real-life anecdotes to introducing our game-changing proprietary software, DataPins, this video is a treasure trove of insights for every plumbing business owner.
Whether you're considering expansion or just looking to maximize your current market, Nolen and Jason offer invaluable advice to help you navigate the digital landscape. Don't miss out on these industry secrets – subscribe to our channel for more expert tips and tricks! #PlumbingMarketing #GoogleLeads #DataPins
You can learn more about the process below:
https://www.plumbingwebmasters.com/free-plumbing-leads/
(877) 388-9884
Join Nolen and Jason from Plumbing Webmasters as they dive deep into the world of digital marketing for plumbers. In this enlightening discussion, they shed light on the common pitfalls and misconceptions that have led many in the plumbing industry astray. Discover why many marketing agencies offer false promises and why organic search engine optimization (SEO) remains a cornerstone for genuine, long-lasting online success.
Nolen and Jason caution against the allure of quick fixes and emphasize the pivotal role of high-quality content in ensuring Google recognizes and ranks your services. They also introduce DataPins, a game-changing proprietary software tailored for contractors. Designed to enhance organic optimization, DataPins allows users to seamlessly post job photos with captions and geocoordinates directly to their websites.
Don't get sidetracked by fleeting marketing trends; focus on building a robust online foundation with insights from the experts at Plumbing Webmasters.
Learn more below:
https://www.plumbingwebmasters.com/plumbing-marketing/
Part 3 of Plumbing SEO and A.I. Integrated Search
Part 3 of this podcast series from Plumbing Webmasters focuses on cutting losses with old-school SEO tactics that no longer benefit your rankings.
Nolen and Jason discuss the changes in old-school SEO caused by AI-integrated search. They highlight the ineffectiveness of blog posts for contractors and the penalties imposed by Google for poor quality and AI-generated content.
They emphasize the importance of proper digital signaling and good content, recommending the reduction of excessive pages and redirecting low-quality content.
The agency experts also stress the need for distinct and well-optimized pages for specific service categories on a website. They discuss the impact of AI on search rankings and promote their software, DataPins, to improve website performance.
Check out some of the critical points of the episode:
- Google now penalizes poor quality, bloated, and AI-generated content, making it essential to avoid using AI to generate content. They caution against trying to trick AI algorithms and emphasize the need for proper digital signaling and good content. They suggest reducing excessive pages and redirecting low-quality content for a quicker recovery in search rankings.
- Distinct and well-optimized pages for specific categories of services on a plumbing website are vital. A cluttered and low-quality website can result in penalties from AI-integrated search algorithms, leading to a loss in rankings.
- AI may have been integrated into search algorithms a few years ago, causing rapid and unpredictable changes in rankings. There is a need for high-quality and adequately written content created by reputable sources.
- DataPins helps contractors post pictures and captions of their work to improve their website's performance in terms of reputation, reviews, map placement, and organic keywords.
- Quality content and proper integration of AI are paramount in plumbing SEO. AI has made Google more capable of identifying good and bad practices, and it is crucial to have strong digital branding signals, such as daily coordinated pins and unique photos, to improve search rankings and map placements.
- The new AI-integrated algorithm rewards websites with good SEO practices while penalizing those with poor fundamentals and outdated spammy techniques.
- Rapid algorithm changes require staying current and focusing on providing the best user experience. Also, contextualizing information for clients and Google can improve visibility and fix online issues efficiently.
Learn more at:
https://www.plumbingwebmasters.com/ai-content/
Call us at: (877) 388-9884
Part 2 of Plumbing SEO and A.I. Integrated Search
Part 2 of this podcast series, hosted by Nolan and Jason from Plumbing Webmasters and DataPins, discusses the integration of AI in SEO, specifically for the plumbing industry. They discuss the concept of E-E-A-T (Experience, Expertise, Authority, and Trust), which Google has been emphasizing for the past few years.
Google's algorithm has evolved to prioritize these factors, penalizing spammy or irrelevant content and rewarding content that provides a good user experience.
The hosts highlight the importance of creating relevant and useful content for the user rather than trying to trick Google's algorithm with keyword stuffing or irrelevant blog posts. They also discuss the negative impact of having too many pages on a website that don't provide value to the user.
DataPins allows plumbers to quickly and easily create content for their websites. With DataPins, plumbers can take photos of their jobs, write captions, tag the relevant service page and city, and send this information directly to their clients.
This content is then automatically uploaded to their Google account and their website, expanding their keyword base and improving their E-A-T signals.
They also discuss the future of AI and SEO, predicting that Google's algorithm will continue to become more sophisticated and harder to trick. They emphasize the importance of adapting to these changes and focusing on creating high-quality, relevant content.
Learn more about how E-E-A-T Impacts plumbing content below: https://www.plumbingwebmasters.com/resources/perfect-content/
Call us for an SEO analysis: (877) 388-9884
art 1 of this Plumbing SEO podcast episode series features Nolen and Jason discussing the integration of Artificial Intelligence (AI) in Search Engine Optimization (SEO) for plumbing businesses.
Here are the key points:
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AI integration in SEO is primarily a new presentation with a few new filters to determine what to show. It's still working off the same information as traditional SEO.
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Google's search results page now features infinite scroll, making the "above the fold" content more important than ever. This might increase the value of positions 11 through 20 as users are more likely to keep scrolling.
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Fundamental SEO practices should not be abandoned. Good SEO practices are still valuable, and bad ones are still detrimental. The definition of good and bad SEO has mostly stayed the same, but the focus has tightened on content.
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Tools like DataPins can enhance web presence but can't fix a lousy web effort alone. Google is still judging your digital brand signaling and the health of the brand.
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AI should not be used to write content, as Google penalizes AI-written content that is not properly edited and fact-checked.
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Bing is gaining some traction due to ChatGPT, but it's still primarily an answer engine, not a marketing and advertising engine.
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Old-school SEO, defined as black hat or trying to trick Google, has been taking a hit lately.
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To rank well, brands must have their content just right, structured properly for their area, regular updates and changes, good quality practices, speed, SSL certificates, and professional SEO services.
-The integration of AI in SEO is not expected to increase results for a plumber, but it might change who's getting the results.
Contact Plumbing Webmasters for assistance with new SEO changes.
https://www.plumbingwebmasters.com/ai-content/
The emergence of artificial intelligence has changed the world and digital marketing in particular. ChatGPT, Bing Chat, and Google SGE (with Google Bard) will fundamentally change SEO for plumbers.Don't panic, as the premise of Google's algorithm will remain unchanged. Furthermore, your customers will still use Google to find local plumbing companies. The Google SGE will use AI to pull plumbing businesses from Google Maps (similar to the Google Map 3-Pack.)
To retrofit your plumbing SEO strategy, you need E-E-A-T signals, the number one concept the AI-driven algorithms will evaluate. To achieve E-E-A-T, plumbers need a software tool called DataPins that converts their jobs into branded digital signaling called pins.
While AI-driven search would seem to open the door for AI-generated content, it actually does the opposite. Google's AI-driven algorithm is designed to weed out thin and low-quality content and will include an expansion of September 2022's Helpful Content Update.
Most AI content is cookie-cutter trash that algorithms can detect. While you can do significant editing to make it passable, the content still requires digital signaling (E-E-A-T)
To learn more about plumbing SEO and A.I., check out the article below:
https://www.plumbingwebmasters.com/ai-content/
Nolen and Jason of Plumbing Webmasters discuss the basics of plumber SEO on this episode of The Plumbing SEO Podcast. The first step is understanding what NOT to do. First, DON'T SPAM your website with AI content, copied content, outsourced content, thin content, excessive blog posts, keyword-stuffed content, etcetera.
The Basics of Plumber SEO include the following:
Quality Website
Relevant Content
Digital Signaling
Lack of Spam
The goal is NOT to GAME THE SYSTEM (meaning Google); it is to produce content your target consumer can appreciate. For example, dropping a pin for a Rannai water heater installation in your city using DataPins is HELPFUL CONTENT for the end user.
Google's algorithm is more intelligent than ever, making detecting illegitimate content, links, and other spam easier. Unfortunately, ignorance of Google's advancements is one thing you can't afford.
Check out the rest of the podcast to learn more about Plumber SEO basics in 2023 and how you can generate plumbing leads on Google.
Learn more here: https://www.plumbingwebmasters.com/seo-for-plumbers/
Plumbing companies in small towns, city outskirts, and census-designated areas can have difficulty maximizing their online presence. In some cases, there are simply not enough people to make ranking #1 in your city a profitable achievement. So what should these plumbers do?
Sometimes, plumbers in rural markets think that marketing is not worthwhile. This conclusion is false and will limit your business's potential in 2023. Small-town plumbers can dominate with Local SEO.
In this podcast episode, Nolen Walker and Jason Landry of The Plumbing SEO Podcast outline the best Local SEO strategies for plumbing companies in low-population areas.
For instance, some plumbing companies can optimize for a larger city nearby (within 15 minutes), while others can benefit from city pages (aka local landing pages) that allow them to cover a broader consumer base.
One factor that certainly helps is DataPins, a tool that inserts geo-coordinates into your on-page content. So, for example, plumbing companies can validate jobs in a specific location along with mini-maps, images, and captions (the content comprising each pin).
Listen to the full episode to learn every technique.
You can also learn more at: https://www.plumbingwebmasters.com/
E.E.A.T. stands for experience, expertise, trustworthiness, and authority. These are four categories Google has publically championed for local businesses. Of course, thousands of factors comprise each of these broad categories, but they provide insights into how to rank on Google.
Plumbers can demonstrate experience by having an aged domain name and website content. They can showcase expertise through DataPins check-ins and service page content. Plumbing companies can prove trustworthiness through reviews on Google and highlight authority through expansive website content, years in business, and link building.
Beating competitors on Google is easy in 2023 since most companies fail to demonstrate any E.E.A.T ranking factors. Most plumbers are content with an essential website with stock photos and thin content. You can easily beat these websites with fundamental signaling.
To learn more about our ranking process, visit https://www.plumbingwebmasters.com/
The phrase "SEO is Dead" is thrown out every single year. Of course, SEO is still alive, but many practices used to rank previously are obsolete. In addition, SEO requires constant adjustment as Google consistently updates its algorithms.
For example, the 2022 Helpful Content Update targets content written to game the search algorithm, including AI-generated content, repetitive blog posts, and scraped city pages. Even though some higher-end AI content reads like a human wrote it, Google can still detect it and penalize your website.
While unhelpful content can suppress your SEO rankings, the content itself is still important. That's where the marketing goldilocks zone comes in. You can't have too much or too little content; it must be just right.
Your content must address your users' needs and provide unique and original information about your company and industry. You also need high-level signaling demonstrating your company's EEAT, expertise, experience, authority, and trust. You can earn these signals with unique photos, About Us sections, reviews, and quality links.
To learn more about reaching the goldilocks zone for plumber SEO in 2023, listen to the full episode with Nolen Walker and Jason Landry of Plumbing Webmasters.
Learn more at: https://www.plumbingwebmasters.com/
Google's Helpful Content Update downgraded websites engaging in low-quality content production practices such as A.I. generated content, lack of content, poorly written content, and sloppy content.
Unfortunately, for plumbers, plumbing websites are some of the most guilty of engaging in these practices. Part of it stems from bad actors in the plumbing marketing landscape, and other times it is ignorance.
Some plumbing companies don't realize their website is written with A.I. generated tools since it reads like a college-educated writer produced the actual content. However, Google has the technology to detect A.I. will likely downgrade your rankings.
In either case, these content practices can ruin your website and online presence in 2023. The following podcast episode dives into standard practices flagged by Google and how to create Google-friendly plumbing content in 2023.
To learn more about writing high-quality plumbing web content, check out this resource: https://www.plumbingwebmasters.com/resources/perfect-content/
Most people trust professional services like CPAs and lawyers to know more about the subject than they do. For example, you need a CPA because you aren't versed in every tax law, and you need a lawyer because you didn't pass the bar.
However, with digital marketing, which is also a professional service, people tend to dismiss the expertise. And who can blame them? There are more bad actors in marketing than in most professional spaces. Furthermore, it's easier to "make stuff up" regarding marketing results.
As a result, unlike accountants, lawyers, and doctors, plumbers will fire their digital marketing agency on a whim, falsely believing that they know more about marketing than the marketer. And plumbers can relate to this in their own business when somebody thinks they know more about a plumbing problem than you as a professional.
So what should plumbers do about this in 2023? The key is finding a competent digital marketing agency with proven results. Once you find a marketing agency you can trust, you can allow them to do their job while you reap the rewards. While so much misinformation may pull you back into false narratives, sticking with someone you trust is essential.
In the following podcast, Nolen and Jason discuss the problem of not knowing about digital marketing for plumbers. Whether you believe you can't rank or that ranking doesn't matter in 2023, we directly address false narratives currently floating around the plumber marketing industry.
Learn more about our company here: https://www.plumbingwebmasters.com/
Getting screwed by digital marketing agencies has become a right of passage for most plumbers. It's common that plumbing marketing agencies rope companies into spending $12,000 per month on PPC and SEM. Unfortunately, this package is a total ripoff.
Your goal as a plumbing company (in many cases) should be to have zero ad spend. Once you're firmly cemented on "The Big Show," which means Google organic and Local Maps results, you can begin to generate consistent leads without PPC for plumbers.
It's not the plumber's fault that most marketing agencies use hardcore sales tactics to rip them off. And as a result, it's understandable why plumbers hate digital marketing agencies. However, once they realize what they can get from "The Big Show," everything changes.
This podcast episode dives into the sham that plumber marketing agencies have become and the tactics they are using to screw you into paying $12,000 per month for PPC and SEM. Nolen and Jason outline how to get out of this situation and invest in organic SEO.
Learn more at: https://www.plumbingwebmasters.com/seo-services/pay-per-click/
Call us at: (877) 388-9884
Plumbers can often detect economic downturns before it becomes official. Increased prices and lower work volume are clear indicators.
Since plumbing is an essential service, it's an excellent business to be in. However, the home renovation boom of 2020 is over, and those extra jobs are not readily available.
So how should plumbers handle marketing during an upcoming recession? It's essential to stay consistent with your marketing campaign and perhaps even invest more in marketing if you've neglected it during booming work periods.
A recession is a marketing opportunity since many contractors cut marketing costs at a time when they should probably increase them. Now is the time to overtake these competitors on Google search results (through organic SEO) and get all their traffic.
To learn more about Plumbing Webmasters, check us out here:
https://www.plumbingwebmasters.com/
Call us at: (877) 388-9884
There's nothing wrong with buying plumbing leads. However, the most successful plumbing companies DON'T HAVE to purchase leads.
Plumbers identifying as "lead buyers" have a root problem preventing them from generating consistent business.
The lead buyer mindset is antithetical to sustainable business success. For example, we offered pay-per-lead plans, and plumbers had to pay 10x of our monthly fee and could not afford it.
These companies could've generated all these leads for free with our monthly subscription.
The key is getting into "The Big Show" of plumbing marketing which is non-paid Google results (Map 3-Pack and traditional organic results)
Nolen and Jason of Plumbing Webmasters expound on why fixing the real problem will relieve you of the urge to buy plumbing leads --- because you won't have to.
Learn more at https://www.plumbingwebmasters.com/buy-plumbing-leads-ppl/
At Plumbing Webmasters, we are here to help plumbers reach their goals. However, the only way to dominate Google Maps rankings is to work within Google guidelines, not against them.
In today's podcast, Nolen Walker and Jason Landry of Plumbing Webmasters discuss the intricacies of Google Maps rankings. You can rank in multiple areas if you have more than one legitimate location.
However, it's important to understand that Google Maps uses a LOCAL algorithm. You have to be local to rank in Google Maps. You cannot rank across state lines from the same Google Business Profile.
Listen to this podcast to learn how to dominate Google Maps rankings for plumbers.
https://www.plumbingwebmasters.com/resources/google-maps-for-plumbers/
Nolen Walker and Jason Landry of Plumbing Webmasters discuss plumber reputation, reviews, and rankings with the must-have Local SEO tool, DataPins. The Webmasters' team references Ahrefs recent Hidden Terms Study, which finds that nearly half of all clicks come from searches that Google cannot assign to a specific query. Typically these are long-tail keywords or private searches. Either way, DataPins helps you rank for these kinds of plumbing terms on Google.
As part of a comprehensive digital marketing plan, accurate review management can help boost your company’s awareness and authority. Let our experts provide you with the plumbing content, web design, and reputation management your company needs to succeed. Our reputation management tool, DataPins, changes the local SEO game for plumbers and ensures prominent visibility and higher conversions.
https://www.plumbingwebmasters.com/seo-services/plumber-reputation-management/
SEO spam is a big problem for plumbing companies. For most plumbers, they fight spam from competitors who use black-hat SEO in an attempt to manipulate Google’s algorithm. Some plumbers, however, are
At HVAC-Plumber SEO Webmasters, we understand how to generate plumbing leads for companies. However, some contractors prefer to buy plumbing leads from 3rd-party vendors, which shall remain nameless.
In today’s The Plumbing SEO Podcast, Nolen and Jason discuss this topic: Do you want to buy leads or build a brand?
Should Plumbers Buy Leads or Build a Brand in 2022? Everyone can agree that plumbing companies want more customers. The disagreement is about how to get them. Many plumbers resort to buying leads from 3rd parties. While there’s nothing wrong with this strategy, it limits your ability to generate affordable and sustainable leads over time.
Buying Plumbing Leads When you buy leads from a lead seller, you rely on their brand for your business. In addition, most of these companies sell shared leads which means that another plumber in your service area receives the same contact info.
Furthermore, when plumbers buy these leads, the customer remembers the lead seller more than your plumbing company. So next time they require a plumbing service, they will probably call the lead seller before your business.
Building a Plumbing Brand Building a plumbing brand generates exclusive leads for your company in the long term. The reason why most companies neglect to develop a brand is that it’s difficult. Building a brand requires an investment in marketing and a shift in your business mindset.
The goal of branding is the same as buying leads. However, when you create branded entities like a website and Google Business Profile, you generate consistent and high-quality leads for your business. These leads lower your cost per acquisition while increasing your closing rate and repeat customer rate.
Security vs. Gig Economy for Plumbing Companies The difference between buying leads and building a brand stems from a philosophical distinction. Plumbers who live day-to-day in the gig economy will be stuck in the cycle for the remainder of their careers.
However, plumbing companies with a business mindset will establish security and credibility and enjoy a better lifestyle away from the workplace. There’s nothing wrong with either option. The choice is yours.
How to Build a Plumbing Company Brand You can build your plumbing company brand through marketing efforts like SEO, website design, and social media marketing. The easiest way to launch your brand is to claim and optimize your Google Business Profile. A Google listing is entirely free and can help bring in new customers.
SEO SEO is the process of ranking on Google search results with your website and business listing. Ranking on these platforms generates free clicks. Of course, you still have to invest time and money into your SEO campaign and website, but the ROI is much higher than Google Ads or Pay Per Click.
Website Design SEO drives traffic to your website, but you must convert that traffic into leads. The best way is through conversion rate optimization. Include unique photos of your owners, team, staff, and trucks so that potential customers feel good about your company.
Also, add calls-to-action with contact forms and clickable phone numbers. Remember, a strong plumbing website design turns your organic traffic into prospective customers.
Social Media Marketing Social media marketing rarely directly generates leads for your business. However, establishing a presence on Facebook, Instagram, and YouTube builds credibility and increases conversion rates. Therefore, think of social media marketing as a part of your reputation management strategy.
Customers are most likely to invest in services they can trust. So, aside from the reputation benefit, sharing content on social media is an excellent way to build links back to your website. It also helps Google understand the legitimacy of your business.
At Plumbing Webmasters, every new client we speak with has been screwed by a digital marketing company at some point in their careers. Unfortunately, while there are a few good digital marketing agencies for plumbers, most web companies are horrible. In today’s The Plumbing SEO podcast episode, Nolen and Jason breakdown why most agencies are B.S.
Why Plumbing Marketing Companies Are B.S. Most marketing companies are B.S. for the same reasons. They are companies run by salespeople with no SEO knowledge who manipulate the plumber into a long-term contract. Then, once they rope in the plumbing contractor, they perform horrific SEO work and spend money on PPC.
Sales Organizations The worst type of marketing agency is a sales organization. They are great at sales, i.e., manipulation, but horrible at digital marketing. For example, they have no clue how SEO works or why it works in the first place. Still, they use jargon to create urgency for consumers and rope them into a 12-month agreement for an obscene monthly retainer—sales works…for the salesperson.
Long-Term Agreements The B.S. of marketing agencies is noticeable in their payment structure. If the agency charges a multi-month agreement for setup, they will probably screw you service-wise. At Plumbing Webmasters, we only charge a nominal setup fee along with month-to-month agreements, so the plumber maintains flexibility and leverage.
Unfortunately, the marketer has all the power with most agencies because of unfair long-term contracts.
Slap On Marketing We recently did a podcast about slap-on marketing for plumbers, which details how most agencies operate. They might provide you with a WordPress theme template used by thousands of other websites. From there, they will publish spun content and throw on some subpar stock images, and claim to have optimized your website. Of course, none of this drives results for local plumbers in 2022, making it complete B.S.
Shiny Tactics Since most internet marketing companies are sales organizations, they care more about appearance than results. Shiny features that may appear attractive don’t actually drive results. Most agencies invest in these tasks to manipulate their clients into choosing the services. A plumber doesn’t know what they don’t know, so they try to do their best.
Reporting / Liasons SEO reports are a popular tool for sales organizations because they create a facade of progress that may or may not exist. They distribute these reports through account managers who are primarily babysitters for the agencies’ clients. They send out reports that highlight worthless metrics and throw their clients of the scent of B.S.
Non-Transparent Billing Any kind of bundle agency will merge SEO and PPC fees together as one. This is entirely dishonest since the billing looks misleading and fails to demonstrate where your funds are allocated. Some agencies pump all your funds into PPC with Google Ads and then perform nothing on the SEO end. As a result, your organic search results are suppressed.
Bottom Line for Plumbing Contractors Don’t fall for standard B.S. agency sales, as they will end up hurting your company. Unfortunately, most plumbing companies have already been screwed by at least one web company. However, if you learn more about the value of SEO and other digital marketing tasks, you can more easily fend off salesmanship in 2022.
The industry can be tough to navigate when it comes to plumbing contractor marketing. Plumbers are constantly bombarded with calls from marketing agencies offering new shiny objects in the form of white-label features. But unfortunately, marketing is about salesmanship in many respects, which is bad for the plumber.
In today’s The Plumbing SEO Podcast, Nolen and Jason discuss slap on plumber marketing, which looks behind the curtain at how modern salespeople present the marketing process to local plumbing companies.
Marketing Sales Pitches for Plumbing Companies The marketing industry is a challenge for plumbers because salespeople frame the marketing process that takes away from the process. An example of this is when a salesperson talks about features from white-label software. This salesperson might offer something like “pins,” but it really doesn’t help your plumbing website rank for any keywords.
The Upsell Digital marketing services can range from $500 to $10,000 per month, so it’s key to understand what you’re paying for. Some agencies may upsell features unworthy of your investment, like slap-on marketing features that provide no tangible benefits. Companies that educate themselves about digital marketing can avoid such upsales and focus on ROI.
The Dog & Pony Show Using a lot of big words does not mean the services works. For example, many plumbing marketing agencies will put on a dog and pony show with reporting, audits, and metrics that mean absolutely nothing. Once you start paying $1,100 per month, or more, you will grow frustrated quickly. Unfortunately, these shows don’t evolve into tangible actions that help your company.
The Urgency Instigator The worse part of getting hosed by a marketing salesperson is when they create false urgency about your website or online presence. For example, they might show you competitor metrics out of context to get your blood boiling in these cases. However, since these salespeople don’t have the resources to actually help you close the gap, they only provide slap-on solutions.
Slap-On Marketing Examples So what are some examples of slap-on marketing? Sometimes it’s easier to look at real-world instances so you can prevent these sales pitches from working on your company in 2022. Take a look at some prime examples of slap-on plumbing marketing below:
Heat Maps Heat maps are relatively worthless unless they show up on your service and city pages with captions. For example, DataPins is a powerful local SEO tool because it disperses pins to the most relevant pages for SEO purposes. Unfortunately, other forms of heat maps barely do anything for your business.
Blog Posts Most plumbing company blog posts are worse than worthless because they hurt your overall website authority. By publishing hundreds of 500-word blog posts that fail to target keywords, you are polluting Google’s index and telling search engines that you produce bad content regularly.
As a result, your crawl budget may lower, and you may lose ranking on your service pages.
Website Templates If your website comes from a stock template, you can rest assured the agency loves slap-on marketing. Stock templates are prevalent throughout the web because they’re dirt cheap, and agencies can scale them across hundreds of clients.
Unfortunately, Google knows that these templates appear on thousands of websites, marking your website as completely non-unique.
Strong brand signals increase conversions for plumbing companies in 2022. If you’ve ever wondered why SEO works for some people and does not work for others, the answer is in the brand. A well-known plumbing company with a branded presence typically dominates online and grows its business over time.
In today’s The Plumbing SEO podcast episode, Nolen and Jason dive into the importance of branding for conversion rates. You can watch the video version of the podcast below:
What is a Plumbing Brand? A plumbing brand is an intangible concept rooted in consumers’ perception of a company, product, or individual. In laypeople’s terms, it’s how people feel about your plumbing company.
If they don’t feel anything at all, that’s a problem. If they feel disgusted, that’s a problem. The goal is to make them associate credibility, trust, and competence with your brand, making them feel positive emotions.
What are Brand Signals? The literal definition of a brand has existed for centuries. However, the digital landscape has expanded what a brand means for plumbers. In Google’s eyes, brand signals help construct the hierarchy of plumbing companies and influence their rankings, conversions, and appeal.
Company Website Your plumbing company website is one of the most crucial brand signals. By publishing a high-quality website, your plumbing bsuiness is showcasing a digital business card to the world. In addition, your website sends clear signals to Google about your brand with proper coding and SEO.
Google Business Profile Your Google Business Profile is another extension of your brand. In this case, it is directly affiliated with Google itself. As you know, Google shows GBP listings on the Local Map 3-Pack, which appear for the majority of local searches. An optimized GBP works wonders for brand signaling.
3rd-Party Reviews Reviews from credible platforms like Google, Yelp, Facebook, and others serve as critical brand signals for plumbers. Getting reviews on these networks allows customers to research your company quickly and for Google to assign legitimacy to your business.
Of course, positive reviews are most valuable, but accumulating feedback, in general, is a brand signal.
When a customer searches for your brand name on Google, they demonstrate prior knowledge of its existence. For example, they may have heard about your company from a friend or seen the name mentioned on Nextdoor or another community network.
Branded Search They may have seen your ad on Facebook or another platform in some cases. It doesn’t matter how they came to learn of your company, only that they took action. Once Google registers that lots of people are searching directly for your brand name, they will assign more value to your online entity.
Social Media Activity A social media presence is another valuable brand signal for plumbers. YouTube is especially effective if you produce videos of your staff and even self-made commercials. Embedding YouTube videos on your website and other social platforms further expands its brand signal value. Other popular social networks include Facebook, Instagram, and Twitter.
Brands Impact on Conversions Consumer psychology always gravitates towards trust and comfort. Your potential clients are ready to spend money on plumbing services, and they want to get it right the first time. By establishing your brand using some of the strategies listed above, you can become that credible customer brand.
Remember that offline actions like in-person greetings, fundraiser events, and performing excellent services contribute to your brand. Your offline activities will manifest themselves online as well, in the form of customer reviews. If you understand the synergy of a plumbing brand, you have a great chance to dominate your local market in 2022.
Nolen and Jason discuss user intent on today’s Plumbing Webmasters podcast. One of the most significant changes in Google’s algorithm has been user intent in the past decade. As a result, websites from 12 years ago that once dominated have lost out to websites targeting specific intent.
What is User Intent? User intent is Google’s perceived intent of search queries based on large-scale data analysis. If x amount of people who search for plumbing click on a plumbing service website, Google concludes that the term’s primary intent is to locate a plumbing service rather than general information.
How Plumbers Can Influence User Intent Plumbing companies can influence user intent through various levers, including company branding, on-site content, and SEO signaling. Plumbers should brand their company as a plumbing entity and fill their website with relevant content that demonstrates trust and credibility.
Company Branding Your first chance to meet user intent is with your company and domain name. For example, if you specialize in slab leak repair, jimslableakrepair.com will be a beneficial name. However, it also limits you to a particular category. Still, Google will view your name as the leader in this specialty.
Of course, it’s not as simple as choosing a name. First, your website must meet the criteria Google lays out for its authority websites. For example, quality content, schema markup, and quality backlinks all contribute to your website’s brand. So keep these things in mind when choosing a name.
On-Site Content Your web content is a great way to meet user intent in the plumbing industry. For example, you should publish a service page for each type of plumbing service you offer in 2022. In addition, you can strengthen intent by posting schema pins using the DataPins tool, which validates your service and service area.
Some plumbers try to expand user intent through blog posts, but most fail to move the needle in comparison to DataPins. In addition, blog posts don’t validate your company, particularly when written by outsourced content creators who are typically not affiliated with the plumbing industry.
SEO Signaling Another way to meet user intent is through SEO signaling. SEO signals can include backlinks, branded search, and general entity connections. Using LSA keywords within your content is a great way to establish user intent. The more quality content you publish on a topic, the better.
Other signals include NAP citations from HomeAdvisor, Angi, Yelp, and social signals from Facebook, YouTube, and Linkedin. Whenever your brand is mentioned on another website, you will strengthen your brand signaling even without a link.
How User Intent Helps Plumbers Ultimately, implementing these strategies will earn your website more traffic, generate more leads, and convert more customers in 2022. In addition, as you rank for long-tail keywords for various services in various cities, you pick up a more comprehensive range of potential clients. It’s a win-win for plumbers.
If you’d like to learn more about framing your plumbing business as a Google entity, get in touch with Plumbing Webmasters. Our content marketing strategy is crafted to help contractors establish themselves as authorities on specific services.
As an SEO company that has served the plumbing industry for over a decade, Plumbing Webmasters has devoted its business to helping plumbers thrive. We’ve already written the ultimate guide for Plumber SEO based on our decade-plus experience working with plumbers, but we also understand that the SEO algorithms consistently evolve. With this in mind, here are five plumber SEO changes for 2022 and how to respond.
1) Quality Content Over Thin Blogs Google’s patience for thin content is growing ironically thin. In 2022, Google prefers not to index thin content or trash blogs from plumbing websites. Here’s the reality; most plumbing websites don’t provide great blog posts for their users. Instead, they publish short and ineffective posts with the idea of keeping their website fresh.
This mentality is obsolete, and plumbers should avoid publishing worthless content. Instead, focus on creating service pages for each one of your services. Google prefers to rank service pages as individual pages rather than bullet points from a single page. So focus on creating great service pages for each one of your plumbing services in 2022.
As for blog posts, only publish long-form blog posts that target high-volume keywords. While blog posts are unlikely to deliver customers directly, they can capture leads at the top of the funnel, which many eventually convert into customers. Additionally, long-form posts can strengthen your service pages with tactful interlinking and attract external links from reputable 3rd-party websites.
2) Reviews & Reputation Are Even More Important For years statistics have provided that reputation directly influences a company’s success online. For example, when users find a plumber, they want to verify their reputation from 3rd party review platforms like Google My Business and Facebook. In 2022, reviews and reputation are even more critical.
As more companies put resources into acquiring reviews, customers have grown to expect a certain level of social proof. Software apps like DataPins and Podium have made showcasing feedback more manageable than ever before. DataPins, in particular, takes things a step further by allowing plumbers to publish geo-pins on their website along with schema markup.
Showing that you’ve performed jobs in a specific location and having reviews and schema to validate those jobs is a great way to separate your plumbing company from local competitors. The reputation game has gotten support from apps and software, but it’s also more competitive. Plumbers must take their reputation seriously in 2022.
3) Auto-Changed Title Tags Google recently implemented a mechanism that auto rewrites title tags on particular web pages. For the longest time, title tags were the most important SEO factor, as they told Google what your pages’ topic was in 50-60 characters. While Google says they’ve only changed about 20% of title tags and still use the traditional title 80% of the time, the results have been controversial.
Plumbers can ensure their pages display a solid title regardless by producing high-quality content with relevant H1 tags. In many cases where Google auto rewrites the title, they are taking the H1 and attaching the company brand name or website brand name. So if you correctly write your H1s to describe the page’s topic and subsequently content, you put yourself in a great position to maintain your click-through rate on SERPs.
The initial results of Google’s change upset many in the industry as some of the titles displayed made no sense to users. However, Google has since improved the process, and many of those horrible-looking titles are now eliminated. Nevertheless, the moral of the story remains the same, produce great content with a sound and logical structure to protect your website from any updates to title tags.
4) Hyper-Changes in The Algorithm (Stay The Course) Google’s algorithm has reached a point where noticeably updates now occur daily and sometimes hourly. Loopholes that once existed to get your page to #1 on SERPs have been closed and replaced with a more dynamic selection process. Our research shows that websites are not staying cemented in their position but moving around more regularly.
The good news is that staying on page one remains very achievable with the proper SEO framework. That’s why we encourage our clients to stay the course so that they can maintain visibility on page one. While directly impacting your exact position is now basically impossible, you can still ensure impressions and clicks by following the best SEO practices.
For a reason, Google is the top search engine and provides more relevant results than other search engines like Bing, Yahoo, and DuckDuckGo. While the results are less predictable than they once were, you can still provide significant signaling from your plumbing website. By following best practices, you will see your Google Analytics and Search Console Data maintain or improve traffic in 2022.
5) Logic + Consistency Wins In 2022, plumbers can’t outsmart the algorithm with manipulation. So instead, provide the customer and Google the most relevant information about your company (reviews, social proof, social signals, etc.) so that people trust your business as legitimate.
In addition, follow the best practices like site speed, web design, mobile responsiveness, etc. Google’s Page Experience Update placed a premium on user experience and website performance. You can use plugins like WPRocket to boost site speed, which is a logical choice for plumbing companies.
Google values consistency, so producing a systemized SEO process is your best chance of ranking on Google SERPs. Instead of looking for the silver bullet to manipulate search results (which no longer works in 2022), you should focus on showing Google that you can remain consistent with your web work and SEO process.
The Bottom Line for Plumbers in 2022 SEO is constantly evolving, so maintaining your top results requires your company to pay attention to industry changes. The best opportunity for plumbing companies is hiring an SEO company to stay on top of the latest changes. Plumbing Webmasters works with hundreds of clients to ensure consistent traffic and high-quality lead generation in 2022 and beyond. We look forward to working with your company to produce those results.
A plumber’s marketing budget varies by location, goals, and philosophy. However, when it comes down to resource distribution, many plumbers are engaging in self-defeating behaviors. Spending $30,000 on paid ads is not smart when you understand the whole story of digital marketing. Reports suggest organic results get 75% of the clicks while paid ads get only 25%. So even though you think you’re ranking on top of Google, only 25% of the users are even going to consider clicking. That’s when you must re-think your marketing investments. Listen to today’s podcast to get a better understanding of where resources should be distributed for your company.
Paid Ads Shouldn’t be Your Whole Budget Google Ads, formerly Google AdWords remains a top choice for plumbers marketing online. Paid ads can work if properly executed, but generally speaking, they are more expensive than their results would merit. We had a client who came to us with a $30,000 marketing budget. Their only investment was paid advertising. They didn’t pay for organic SEO and didn’t rank for any good keywords. They weren’t paying for leads either or working on branded signals through social media and other channels. While this type of setup might seem tempting, the results will disappoint you. Let’s take a look at other marketing channels that can provide better ROI for plumbing pros.
Organic SEO Since reports indicate organic clicks are 75% of all clicks, plumbers should go towards the majority. Most users are going to click on organic (either map pack or traditional links) over paid ads. Furthermore, consumers who click on organic are typically better prospects. They’ve done more research and have a better understanding of their plumbing needs. For this reason, all plumbers should invest some budget in organic SEO services. There’s limited downside to organic SEO aside from it taking a while to show up. The money you lose on PPC will outweigh any delay in returns from SEO campaigns that focus on organic clicks.
Web Design A website budget is often overlooked in today’s microwave society. Converting traffic into leads relies on proper calls-to-action and lead magnets. It also depends on the aesthetics and user experience that the website projects. Plumbers should look into website design services that include schema markup and click-to-call functionality. Mobile users will have the option to click on phone numbers and be connected to your cell phone. Obsolete designs discourage lead generation and damage brand image. Not all marketing is based on immediate results. Long-term and scalable solutions are the ultimate separator for successful plumbers.
Branded Signals The most overlooked aspect of SEO is branded signaling. Since it’s a somewhat vague term, many contractors don’t fully grasp what it means. Word of mouth was always a great marketing tool for contractors but the same concept has now been digitized. Google can detect brand signaling through a variety of sources including online review platforms, social media, and check-in technology from software like BrandREVU. Essentially, Google wants to validate your brad’s credibility. The strategy of “tricking” Google no longer works, and it’s not something plumbing pros should aspire to do anyway. Long-term investments help grow your business into a force.
There’s plenty of misconceptions about content in the SEO industry. For one, the phrase “content is king” has been misused and misrepresented among the industry’s most arrogant and delusional participants. While content is very important for ranking on search engine results, the manner in which it’s outlined, written, and published is ultimately what determines its value. Word count alone no longer matters in plumbing SEO in 2020. What matters is user experience and the satisfaction of user intent.
Working With Google, Not Against it Google wants to rank the best plumbers in a given area. Your job, our job (if you hire us) is to ensure that Google understands your credibility as a plumbing company. This is accomplished through different forms of content. Pages remain integral to ranking for various keywords, but text content alone is no longer enough to distinguish your website. New forms of content like jobsite check-ins are the most innovative way to rank in 2020 and moving towards 2021. Videos, images, and review widgets also help.
Targeting Various Keywords Obviously, plumbers want to rank for the keyword term plumber near me. But you won’t rank for that keyword unless you established something known as topical authority. To do so, you need to understand the types of services you offer along with which keywords people search for when looking for them. You might think of services like pipe drain repair and water heater repair, for example. Each of these terms should have its own dedicated page of content so that Google can index each term on a page-level.
Enriching Content With Check-ins Hiring a content writer to write about drain pipe repair seemed like a good idea 5 and 10 years ago. But today, that kind of content is formulaic and uninformed. The writer is unlikely to have hands-on experience with water heaters and therefore is incapable of providing the unique insights that readers are actually looking for. The answer to this problem is jobsite check-ins. If you use plumbing reputation management software like BrandRevu you can populate each page with check-ins from jobs that relate to the specific service. Not the content is enhanced by actual proof of service.
Enhancing UX & SEO With Internal Links Menus help users navigate through the website, but for lesser visited pages, internal links are critical. For example, your water heater repair service page might make reference to drain pipes, in which case you’ll want to link to your drain pipe repair page. This helps the users navigate seamlessly throughout your content without having to consult with the menus and submenus each time. Furthermore, internal links strengthen pages on your website. You never want to have orphan pages which are pages that have no internal links pointing to it. Google may not find it because there is no crawl route towards it. Therefore, it won’t rank at all.
Content Projections for 2021 SEO changes every year, so you can expect some different trends to arise in 2021. When it comes specifically to content, expect Google to further prioritize value and intent over word count and length. Many users look for websites to solve a problem quickly, not to spend hours looking for a solution. Instead of writing 1500 word pages about plumbing repair, you can get your point across in less than 500 words. This assumes you provide social proof through jobsite check-ins and review widgets.
Quality over Quantity Prior to Google’s latest evolution, quality content would often mistakenly be judged by word count. Long content does not translate to quality content. In fact, many long blog posts are painful to read and something that users just skim through until they find their desired answer. Ways to combat that are through TOC plugins that provide links to each header. This way, the user can simply click on the section they are interested in, without having to go through the whole page. For plumbers, 1500 word pages are uncommon anyway. The most important thing is that the website promotes quality and efficiency instead of long and drawn out quantity.
Some plumbers and HVAC contractors, we speak to believe that SEO is a magic trick. These people aren’t fools, they are just misinformed. There’s a point of view from people outside the industry that proper SEO requires some kind of magical formula. The truth is that SEO is very straightforward when done right. Furthermore, Google can’t be tricked in the way that it could be in the early 2000s. Stop trying to trick Google and focus on your users instead. If you track Google’s algorithm updates you know it’s their end goal to provide the best experience to searchers and to satisfy their queries or intent. Check out today’s plumbing SEO podcast to learn more:
Don’t Try to Trick Google Trying to trick Google is a lonely road that ends with a penalty and potentially bankruptcy for your plumbing or HVAC business. It depends of course how reliant you are on organic traffic for leads, but it’s going to be very difficult to sustain success without any organic traffic. Aside from the possibility of a penalty, Google is away too smart to be tricked in 2020. Their algorithm updates have address every kind of shady tactic from link manipulation to low-quality content production. Steer clear at all costs.
Google Values Credible Brands One of the primary reasons why Google can no longer be gamed by shady tactics is because they’ve increased the value of brand credibility. This value optimization allows Google to ignore tricks from SEO scammers who don’t work with credible brands. For example, a local plumber with no reviews or reputation can build thousands of inbound links, but never rank well. Why? Because Google knows that nobody cares about their brand. In fact, their brand may not even be legitimate in the first place. Google uses signals from 3rd party sources as well as their own search data to determine whether a brand is credible and engaging for local consumers.
Brands are Built Through Engagement Building your HVAC or plumbing brand is a holistic process. Whether you have yard signs, newspaper ads, or simply a good reputation in local neighborhoods, you build your brand by performing great services. These offline behaviors are then translated online with the help of reputation management software like BrandRevu. It’s important that Google sees your reviews on your Google My Business listing along with other 3rd party platforms like Yelp, Facebook, and Better Business Bureau. As you build on your reputation, your SEO should improve even more than before. Responding to reviews is also a highly-suggested marketing technique going forward.
Check-ins Help with Branding There’s some reputation management software for plumbers that supports local check-ins. Our favorites at HVAC – Plumber SEO Webmasters is BrandRevu. This software allows for local contractors to check-in at job sites and have those check-ins displayed on the appropriate page of the website. For example, you service a water heater in Dallas, TX, and take a picture of the tank. This picture, along with the other check-in information, is automatically populated on your water heater repair page. That’s the best SEO you can get. Forget about all this manipulative stuff and focus on actual work you do. Not only does Google prefer it but so do your website visitors.
Do Digital Signaling We talked about reputation management software and how it can help build branding signals for Google and your prospective customers. There are other kinds of signals that can contribute to your success. Reviews, check-ins, social media activity, and YouTube videos are all effective signals for search engine optimization. Not every plumber or HVAC contractor is comfortable filming YouTube videos but think about how you can make your media unique through images. Websites with pictures of your team, equipment, and trucks almost always convert at a higher rate than stock photos. Responding to inquiries on Facebook and Twitter is another good signal. Listen to more plumbing SEO podcasts to learn about SEO tips.
Since the birth of SEO, link building has been one of the most polarizing topics. We know that links are an important ranking factor today, but that the quality of the link is now of much greater importance. When Google first launched, they could not distinguish a natural link from an unnatural one. With this in mind, SEO professionals used spam and schemes to get to a #1 ranking. Many plumbers think these tactics still work in 2020, but they’re very wrong. Google’s quality guidelines on links are quite clear. Furthermore, penalties are still being handed out, and Google has said publicly that paid links don’t help rankings because they are ignored. Check out today’s episode of the Plumbing SEO Podcast to learn more:
Understanding Google’s Guidelines Google states “Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” They really couldn’t have been more clear about their stance on links. Still, plumbers tend to ignore their advice and argue that links do in fact help sites rank high. While links are certainly one of the factors search engines use to determine credibility, the search engine has gotten much better at properly valuing links. So while links that are gained naturally through brand recognition and quality content are helpful, any type of deliberate link building violates Google’s guidelines and should be avoided by plumbing and HVAC companies.
What are “Natural” Links? Natural links are those that are earned rather than built. So instead of begging your friend to link to you on their website, you earn the link naturally from your local Chamber of Commerce, who recognizes your plumbing company as a staple of the community. Links are intended to represent real-life connections. In other words, organizations that revere you in person can demonstrate that on their website. Conversely, unnatural links come from institutions that you are not affiliated with and have no good reason to link to you. Creating great content on your blog with independent research is another way to earn natural links since other websites will cite your blog post as a source, even if they don’t know you.
Can Plumbers Use Guest Posts to Build Links? There’s been some confusion over the years about the validity of guest post links. Google has come out recently and re-stated that all guest post links should have the nofollow attribute, meaning they won’t pass full PageRank. So to be clear, guest post links are not the best method to get quality inbound links. After all, they’re unnatural because the person writing the post has the incentive to link to their own site, rather than to earn such a link in the natural manners we discussed previously. Any type of massive-scale guest post campaign you were running is not only worthless in regard to rankings, but it can also get you penalized by Google. Focus on branding your company offline and creating great content.
How to Rank Without Linking Since link building is not a viable option for plumbers in 2020, the focus must shift to factors that adhere to Google’s quality guidelines. Engagement is one of the main factors Google looks at today. Whether it’s reviews, social signals, user-generated content, or simply click-through-rate (CTR), Google will take notice. The best way to increase engagement is by investing in review software for plumbers, such as BrandRevu. This software allows for jobsite check-ins so that plumbers can verify their presence in different service areas around their main city. These check-ins are populated onto the appropriate page (city page, service page, etc.) so that users can easily verify that you were in that city and performed that service.
When it comes down to the plumbing population, about 80% don’t take marketing seriously. These plumbers are satisfied with the status quo and don’t wish to grow their plumbing company and make more money. That leaves an additional 20% who aspire for a greater life, and business. These plumbers have made an important first step in the marketing process, which is a very personal one. It is the will to improve their lifestyle through digital marketing. They understand that without a deliberate intention to improve, nothing will ever change. With that being said, not every plumber within that ambitious 20% knows how to market. In fact, it’s only about 1 out of 100 of those ambitious plumbers that are running on all cylinders. Here’s what that type of plumber knows to do:
Organic SEO Organic SEO is the best return for plumbers in 2020. Contractors with 15 trucks on the ground are dominating organic search results in their market. Not only do they show up on organic results for keywords like plumbing repair dallas tx but they also get plenty of searches of their brand name. Since they’ve been established in their community as a top plumber, people are seeing their yard signs, or hearing about them from neighbors and then searching them on Google. This is where reputation makes a major difference, which we will expand on more later.
Local SEO For plumbers, in particular, Google’s Local 3-Pack is critical to lead generation. It is important that your business listing shows up for search queries like plumber near me and plumbing repair near me. The local SEO algorithm is separate from the organic one and is based specifically on proximity, relevance, and prominence. An effective SEO strategy is locally focused and involves optimizing GMB listings as well as company websites. Reviews are helpful to local SEO which we will expand on in our reputation management section for plumbing companies.
Reputation Management We’ve already referenced reputation management twice, so it’s important to expand on the idea. Plumbers who succeed in 2020 have a positive reputation online. This is executed through review generation, specifically on Google and Facebook. Review software for plumbers like BrandRevu is the secret weapon to establishing credibility through reviews. The software sends SMS text reminders with review links to ensure the consumer can simply and effortlessly leave a glowing review of your service. The more reviews your listings accumulate, the greater your prominence score is and the better chance you have of ranking on the Local 3-Pack.
Web Design Plumbers who succeed have an established website with proper design. We cannot stress enough that the best plumbing websites use schema markup, clean codebase, and user experience optimization. Site speed is a critical factor in 2020 and it is urgent that users can browse through your website efficiently. Call to actions through click-to-call functionality are equally important when it comes to web design. Mobile users should have the option to connect to your phone straight from theirs. Embedded contact forms that are mobile-friendly is also something to consider for new plumbing websites.
Content Marketing Web design is great but without content, the site won’t make the impact it is intended to. Every plumbing website should have more than a Homepage, About us page and Contact us page. Plumbers with 15 trucks on the ground didn’t get there with a 3-page website. Instead, they had content written for each one of their services like water heater repair, toilet repair, garbage disposal repair, etc. Content is only effective when it is written uniquely and not copied from other sources. Google hates duplicate content and will not rank your pages if they flag it as scraped. It is important to use your content to internally link to other pages and help your visitors through a logical sales funnel.
The Plumbing Webmasters Plan Looking to take your company to the next level in 2020 and 2021? Do you aspire to go from the 80% of plumbers who don’t care to the 20% who aspire to be great? How about becoming the 1% who dominates online through SEO, local mapping, and web design? You can be part of this exclusive club if you simply follow the Plumbing Webmasters marketing plan. For more podcasts, check out our series The Plumbing SEO Podcast wherever you download your podcasts and RSS feeds.
For plumbers, lead generation and SEO are often thought about as separate services but in reality, the two concepts are fundamentally connected. You’ve probably thought about how you can buy plumbing leads without having a website, content, GMB listing, or any kind of search engine optimization campaign. While you will find companies that sell leads, you are unlikely to find what you are really hoping for from these lead sellers. Having worked with hundreds and hundreds of plumbers across the United States, we’ve learned that not all leads are helpful to your business. In fact, our experience proves that only leads that become satisfied customers, and oftentimes; repeat customers are worth generating online. These exclusive leads help your business grow each month, year, and decade which is how to grow a sustainable plumbing business. On today’s podcast, we discuss what you really need to achieve that level of lead generation, both in the rest of 2020 and beyond.
Understanding Leads for Plumbers There are two types of leads plumbers pay for: shared leads and exclusive leads. Shared leads are typically dirt cheap because they are unlikely to result in an actual customer. A shared lead is a digital equivalent of throwing a piece of meat into a pack of dogs. Not only is insulting to you as a plumber but it is highly unlikely to help your business grow and evolve into a successful company. On the other hand, exclusive leads are far superior because the person inquiring about the plumbing job will only talk to you. That doesn’t guarantee a sale, but it certainly gives you a better chance.
Shared Leads Shared leads are given to multiple plumbers in the same service area who ultimately compete for the same customer. Leads like these are seldom worthwhile for plumbers who want to grow their business over time. Not only do they often fail to convert, but the few that do are even less likely to come back as a repeat customer. Because of the inherently low value of shared leads, they are often sold for much cheaper than exclusive leads.
Exclusive Leads Exclusive leads are superior for plumbers because you aren’t forced to compete against other plumbers for the same customer. Exclusive leads are more likely to convert and also more likely to become repeat customers. The ROI of exclusive leads is higher than those of their shared counterparts which is why 3rd party services sell lead exclusivity at a higher rate. For plumbers serious about growing their company, these leads are more appealing.
SEO Produces “Super-Leads” We’ve established that exclusive leads are better than shared leads but if the lead doesn’t originate from organic search engine optimization or some other form of inbound marketing, it lacks optimal long-term value. The best exclusive leads come from your wong digital marketing campaigns which means throughout your website, branding, content marketing, social media, etc. Any lead that invests in your business, rather than just a simple job is going to be more invested in your company. This manifests itself through reviews, repeat clients, and long-term and sustainable growth for plumbers. Let’s examine why SEO produces the best leads for plumbing contractors:
Branded Equity As is the case with any purchase, the client who invests in the brand rather than product itself is more valuable. When a customer invests in a brand, they trust not just the individual product or in this case; service, but the ethic of the company itself. Establishing your company as a top plumber in a particular service area (s) is going to do wonders for your bottom line. These leads are easier to sell, easier to ask for reviews, and far more likely to use your service again in the future. Each of these things, when multiplied by the number of leads you receive, help maximize your business growth over the course of time.
The 5X Theory Each sale you make with branded equity helps orchestrate what is known as the 5x theory. When you sell a customer through your own organic web presence, you double their value immediately. Because of their projected lifetime value to your company through actions like reviews, repeat purchases, and word of mouth recommendations, you are expected to get 5 times the value of a lead that came from a 3rd party seller. If each new customer you get falls under the 5x umbrella you will be lapping local competitors in several months of executing this strategy. All of it starts with implementing plumber SEO and then having the patience to see it through.
So Why Are Plumbers Bad at SEO? Not all plumbers are bad at SEO, but the ones most infatuated with lead generation tend to be terrible at optimizing their web presence. Because they are all-consumed with the final result (the sale) they completely ignore the process of achieving it and the sustainability of their business. Living from job to job is not a good feeling for plumbing contractors, and living that lifestyle overtime is unsustainable or any small business owner. Your company will simply go under if you don’t start thinking long-term with how to streamline lead generation and extra the maximum value from each of your new customers.
You don’t want to just start a business; you want to kill it. You crave lasting, deep success for your plumbing business. The world has enough mediocre performers out there. Why not create something fantastic?
Here at the Plumbing Webmasters, we’ve crafted a handy guide to launch your plumbing startup into the online marketplace with faster, more sustainable, and overall better results. It all revolves around one singular strategy: specialization.
Listen closely as Nolen and Madison reveal how focusing your marketing efforts on one plumbing category can produce incredible revenue opportunities. Be sure to take notes and read the supporting guide below!
Takeaways for Plumbing Professionals
- Specialization produces operational and marketing efficiencies.
- It’s faster and easier to rank up in a plumbing specialty.
- Specializing doesn’t mean you can’t offer other services later on.
Specializing for Success “How can I be successful in plumbing?” That’s a question that Small Business Trends tried to tackle back in 2018. In their guide How to Start a Plumbing Business, Small Biz offers a few tidbits on building a long-term plan for triumph in the industry. Step number 3 (after getting certified and apprenticed) involves discovering your personal specialty.
Perhaps, you’ve discovered that the inner workings of residential water heaters naturally bend to your every whim. Maybe you’ve got a knack for repairing underground sewer lines without digging up the whole yard. Possibly, you’re the fastest pipe clog relief around.
Some plumbers might see specialization as a limiter on their ability to make money, but the opposite is often true. You can take a focused skill and use it as a launchpad for your startup. Now let’s zoom in on the benefits of specialization, then show you how to get started online (which was Small Biz’ step number 8, by the way).
Why Specialize as a Plumber? Why do we recommend anything in these sort of guides? To make your life easier and/or more profitable. Multiple areas of your business can benefit from a specialized structure, so let’s break a few of them down here.
Operational Perks The first benefits you’ll realize when it comes to specialization are operational. If you confine your portfolio of services to a particular subcategory of plumbing, that means fewer tools to purchase and fewer individuals to hire. That, in turn, leads to fewer service vehicles and fewer driving demands.
You could potentially earn as much or more revenue with three water heater specialists than you would with a generalized staff of five. Prospective customers will also view your brand and crew differently as a specialized group.
Reputational Perks Any plumber can fix a leaky sink. Very few have what it takes to manage a slab leak repair project. Ask any homeownerif they would rather have a generalist or a specialist fixing the multi-thousand dollar ruptured pipe beneath their foundation. Ask them the same question for a busted water heater or a fractured sewer line.
When you become the specialist for a given plumbing sub-category, the choice suddenly becomes clear for homeowners. Plus, experts generally enjoy higher pricing ranges for the same projects!
Marketing Perks Let’s face it, plumbing is a very competitive industry. If your prices, ratings, or uniform don’t meet a prospective customer’s demands, they have a dozen other alternatives available at the push of a button. Unless you operate in a smaller service area, breaking into the market is tough!
While generalist plumbers may be a dime a dozen, local specialists in your field are probably in the single digits. Medium to small sized towns may not even have a specialist in your particular focus. It’s much easier to stand out in the online marketing world when only a couple others are standing next to you.
The How of Plumbing Specialization Now, we are specifically looking at how to market your specialized plumbing services in your service area. Once you’ve picked a field, it’s time to start laying the foundation for your company to build off of.
- First, you’ll claim and/or purchase the digital assets you’ll need to mold your brand.
- Next, you’ll start developing the content on your website to communicate who you are and what you do to prospective clients.
- Finally. you’ll complete support activities as you go along to grow your reputation even more.
Phase 1: Lining Your Digital Ducks in a Row Everything starts with your website, at least when it comes to earning plumbing leads online. You’ll need a domain name (web address) that sums up your specialty with your unique brand. Speaking of brands, make sure that your plumbing company’s legal name is easily distinguishable from typical industry terms. That will make it much easier to show up in local search results in the future.
While the visual and graphic elements of your brand (such as your logo) contribute to the identity of your company, your website’s content is just as important.
Phase 2: Building Relevance and Authority You’ve spent years earning your certifications and learning the trade. Now it’s time to share that knowledge with the world. We’re not just talking about consulting with customers in the field. You’ve got to share it with prospects visiting your website too.
Build a healthy collection of pages dedicated to explaining (in layman’s terms) each of the critical services you provide. Explain how your team’s experience makes all the difference during an installation or repair project. Pepper in those specialized plumbing keywords into your paragraphs, headers, and picture captions. A lot of hard work and research flows into writing a website, but doing it right is worth the results!
Finally, spend a little time each month adding to the old company blog. Believe it or not, these blogs still provides some valuable juice for your local SEO. Of course, if you don’t have time for any of these activities, you can always hire a team to do it for you.
Phase 3: Supporting Your Continued Growth Even your website needs a little help in kicking off your online marketing. If you really want to build a healthy brand, you’ll need three things:
- Citations (local listings),
- Reviews, and
- Check-ins
Hundreds of businesses offer cheap listings for your company, but your specialized plumbing company should only require a handful. Yelp, the BBB, and Facebook are all great places to start. Listings add credibility to your website, and they provide more paths back towards your services. You may even receive the odd call here and there for immediate plumbing help!
Most plumbers comprehend the value behind reviews, but they don’t know how to harness them effectively. We’ve found that a smattering of reviews across different sources tends to earn more recognition from Google, rather than keeping all your eggs in one basket.
Last and least known among plumbers is the check-in. Utilizing a tool like BrandREVU, check-ins provide coordinates, tags, and pictures to showcase the fantastic work you perform throughout the community. This offers exceptionally high-quality evidence that your company is active and trusted. Use this tool consistently, and you’ll notice powerful ranking improvements in a matter of months.
In Conclusion Specialization offers speed, focus, and simplicity to plumbing professionals looking to break into the industry. Not only can you cut down on the number of tools and personnel required for day to day work, you can potentially command a higher price average on each of your services.
On the marketing side, specializing also helps by limiting the number of competitors you face in local search results. Water heater experts, slab leak gurus, and hydrojetting aces tend to stand out against the herd, in the eyes of Google and consumers alike. With a proper website foundation and continued support, you can produce some astounding results in a relatively short period of time.
Need help getting the ball rolling on your digital marketing? A seasoned (one might even say specialized) plumbing SEO company can make all the difference! Give the Plumbing Webmasters a call anytime at (877) 388-9884 to learn more about your options.
Other Resources From Plumbing Webmasters
Related Articles and Podcasts
– Jobsite Check-ins: Your Local SEO Booster (Podcast)
– Am I Getting it Right? A Web Design Talk With Jason Landry (Podcast)
– Sunset West Plumber & Rooter | True Client Stories (Case Study)
Related Services
– Keyword Strategies for Plumbers
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It may not seem like it but this pandemic is an opportunity for you as a plumbing contractor to solidify the professional relationships you have with your current customers, make sure they become recurring customers, and even gain new customers. But it all starts with outstanding customer service. Believe it or not, you can exhibit stellar customer service as a plumber in these challenging times.
And these times certainly are challenging for plumbers. Plumbing work usually entails moving around somewhat freely in the homes and businesses of your clients. But things are different now. People are skittish about having an outsider coming into their home and mince about the place. So in a sense, emphasizing customer service during COVID-19 has a lot to do with adapting.
But why is customer service so important during this time? Doesn’t everyone understand that things are different and that they should lower expectations? Despite what many businesses are doing, now is a great time to show your customers that you really care and emphasize customer service.
The Benefits of Outstanding Customer Service During COVID-19 Demonstrating great customer service isn’t just about keeping your business afloat during COVID-19; it’s about making life-long customers. This is a perfect opportunity to show your customers that you are willing to go the extra mile for them when they need it the most.
If you are able to provide plumbing services in a manner that exceeds the expectations of the customer during this pandemic, they will remember you when this is all over with. They will also be that much more likely to refer you to their friends and family who are looking for a reliable plumber.
The benefits of customer service stretch far beyond the here and now but it is a great time to “come to the rescue” of your customers and instill a lasting and positive perception of your services in their minds.
And customer service is a huge part of the plumbing industry. As marketing experts specializing in the plumbing trade, we see that the most successful contractors are the ones that make customer service a priority at all times. If you would like to find out how you can grow your plumbing contractor business both now and on into the future, contact us here at Plumbing Webmasters.
Customer Service Tips for Plumbers Hopefully, now you have an idea of the potential benefits of maintaining a high level of customer service during the pandemic. But how you maintain exemplary customer service in a time that is so challenging in so many ways? Here are just a few customer service tips you can put into practice right now:
Social Distancing Keeping the recommended 6 feet away from people at all times can be challenging as a plumber. But if you show your customers that you are committed to it, you will win their favor. If you are working in someone’s home or place of business, let them know the area in which you will be working. If you need to move from area to area, make sure your customers know that you will be moving. You can call out to them before you move to give them a chance to maintain a proper distance. It may take more time and effort, but your customers will really appreciate it.
Stay Patient – As a plumber, you probably talk to multiple customers a day. And during these times COVID-19 dominates many conversations. Even though you may be sick and tired of talking about COVID-19, a little empathy goes a long way with your clients. Remain patient, lend an empathetic ear and try not to be short with your customers. Everyone is looking to vent a little these days and if you can be the plumber that can smile through tedious conversations, you will have won a recurring customer.
Don’t Forget About Yourself You cannot give great customer service if you are not taking care of yourself. It can be hard not to stress during these uncertain times, but be sure you take some time for yourself. Whether it’s just lingering in your truck and taking a few deep breaths before talking to a customer or taking a half day to exercise and let off some steam, it’s important to get your mind right so you can better serve the customer.
Community Outreach If at all possible, do some charitable work. Maybe a local church needs some plumbing work done. Even if it’s pro-bono, it is a great way to show people that you care and a great opportunity to network your services. You may even take some time to consider some of your elderly customers. Reach out to them and ask if they need anything on the weekend like a grocery drop off. Taking a couple of hours or even a half-day to help out around the community will make people take notice of your company.
Emphasize Safety Last but certainly not least; make sure your customers know that you emphasize safety. This entails not only letting your customers know that you are taking safety measures before rendering a service, but following through while you are actually rendering the service. Update your website to reflect the safety precautions you and your team are taking to prevent the spread of COVID-19. Equip yourself and your team with masks and gloves when they are on the job too.
Plumbing is an Opportunity Finally, try to view plumbing as an opportunity to make life-long customers. Think about it: plumbing is an essential service. Pandemic or no pandemic, people need help when they have a frozen pipe or a flooding kitchen. They will call you but it is up to you to make sure they keep calling you. And the way to do that is to provide excellent, consistent customer service.
Get in Touch For more ways to grow your business in these uncertain times, get in touch with us here at Plumbing Webmasters.
People don’t realize how much information Google requires to deliver qualified search results to consumers. The tech giant examines hundreds, sometimes thousands of businesses within your service area alone. Some of them provide plumbing solutions, while some only claim to. The plumbing professionals earning the highest ranks in local search are those that provide the most evidence of their activity.
In a way, all search results are driven by evidence.
Reviews, custom websites, and other plumbing SEO assets serve as proof to Google that your business is active and trustworthy. Today, we’re going to talk about a relatively new form of evidence that contributes heavily towards local SEO rankings, traffic, and leads. We’re going to talk about check-ins!
Key Learning Points for Plumbers
- Check-ins are only as effective as your company is consistent in using them.
- Check-ins won’t replace reviews, but they heavily influence SEO results.
- It’s a team effort! Train other team members to perform check-ins as needed.
What is a Jobsite Check-in? A check-in is a type of post to Google that shares your location and what you’re doing.
To help you understand the concept, try visualizing your community on the Google Map. Countless businesses and neighborhoods dot the landscape as you scroll from end to end of your service area. You can even see your home office address. However, what doesn’t show on that map are the countless locations where you’ve repaired toilets, installed brand new water heaters, and performed extensive pipe replacements.
As we remind many professionals over the years, Google is not omniscient. It only knows what people tell it. In fact, the search engine only works as well as it does because hundreds of millions of people continually upload information for it to dig into.
Check-ins provide Google with accurate, current, and useful data about your company’s activities. They’re your way of saying “Here I am! This is the work I’m providing. We are serving this community.” When you check into a location, it drops a pin on the Google Map. Keep this up, and pretty soon Google will see evidence of your team’s hard work across your entire service area.
Map Packs Like These are One of the Ultimate Goals of Checking In.
What Benefits Do Check-ins Offer? Higher rankings, greater volumes of traffic for your website, and (most importantly) leads.
Very, very few businesses utilize jobsite check-ins in their digital marketing strategy. When Google has more detailed information about your company, the search engine is more likely to recommend your business over similar services with less information. Ever since Google’s Local Search Update of Q4 2019, local search rankings have grown more fluid. With the right optimization, plumbers who previously struggled to rank can now earn premium map pack listings for exceptional traffic boosts.
We’ve seen check-ins allow brand new plumbing companies to capture these positions in a matter of months. That represents an astounding marketing success, producing qualified plumbing leads in a very short period of time. Whether you run a seasoned company or a brand new service, check-ins can greatly benefit your business!
What Check-ins Look Like While solutions and methods vary, this is what a typical check-in might look like. It starts with pulling out your phone at the very end of a job. You snap a picture of the water heater (or toilet, etc) you just installed. You go to a special website, pull up a form, and fill out information about the project. You tap “check-in” and BOOM! You’ve just performed a check-in.
The best solutions upload check-ins directly onto your website. Regular website updates are healthy for SEO purposes, encouraging Google’s crawlers to revisit your site more frequently. If your check-ins offer geo-location data and information directly related to your services, that’s SEO gold for your website!
Tips for Getting the Most Out of Check-ins Frequency and accuracy are keys to success when it comes to check-ins. Ideally, you want to earn those little pins all over the map of your service area, for each of your services. That means that your business needs to check-in consistently to get the most SEO improvement out of the activity. That may mean adding 3 minutes onto the end of each job, but the results are worth it!
By the time your competitors finally get on board with check-ins in a couple years from now, you’ll already have hundreds of pins across the map.
If possible, choose a check-in solution that lets you upload fresh pictures on to your website. Customers and Google alike appreciate fresh images, and it looks nice on your site. All you have to do consistently snag photos at the end of each job. Just imagine your clients seeing projects closely related to their plumbing needs as they browse through your website!
From Plumbing Webmasters If check-ins still seem like an entirely foreign (but exciting) concept, don’t worry. Our team at the Plumbing Webmasters is here to answer your questions! Learn more about jobsite check-ins, and your options for incorporating them into your marketing strategy. Call our team today at (877) 388-9884 today.