Benjamin Paine
Managing Director at Digital Nomads HQ
Plumber SEO - A Step-by-Step SEO Guide
What is Plumber SEO?
“Plumber SEO” or maybe better worded as “SEO for Plumbers”, is the optimisation of a plumbing company’s website to increase its visibility and traffic through organic traffic. By increasing the website in SERPs (Search engine results page), it increase the amount of visibility and clicks for a local plumber onto their website.
So, yes… it’s a general SEO campaign, but targeted and strategised to be more “localised” as plumbers often service within a geographic radius.
So, What’s different SEO for Plumbers vs General “SEO” campaigns
Well, ultimately it’s really the same thing.
SEO is SEO and it’s still the process of improving your website’s ranking in SERPs…
However, as mentioned, the uniqueness comes from the SEO strategy for plumbers and heavily focusing on local search terms.
If you want more of a comprehensive overview of SEO, check out our “What is SEO” guide first!
Why is SEO for Plumbers so important?
It generates great quality leads and a long-term compounding return for your business (I will explain more on this later…)
Generating your business’s local leads that are highly relevant to your services does result in more leads & conversions.
97% of people search local companies online before anywhere else… and second to this 46% of all Google searches are looking for localised information – so you want to be part of this mix.
SEO vs PPC for Plumbers?
We get this question frequently in the agency (especially as we work with a lot of clients in the trades industry).
It’s not quite a straightforward answer both SEO and PPC can work very well for plumbers and trades alike.
We have worked with many businesses that solely rely on SEO, equally the same for their paid marketing or PPC campaigns.
So, rather than just giving an answer to SEO vs PPC – Let’s break down the actual spend per service stream and the return you can expect to see.
Digital Investment (Cost) and it’s results
SEO is considered a long-term marketing strategy that has an upfront and consistent expense.
Plumbers should expect to pay between $1000 – $3000AUD p/m for an experienced SEO agency/ or SEO freelancer to implement a campaign for your business.
This cost does tend to decrease in cost over time!
As you improve your ranking in your primary key terms (Top 3 positions), businesses will often opt to slightly reduce their investment into the campaign.
Agencies often have a solution for this, a “maintenance mode” if you’d like to call it, as less work is required to maintain a position than it often is to get there in the first place.
PPC is a shorter or “short-term” strategy (Note: That doesn’t mean you turn them off) but the investment and return are within a shorter time frame.
PPC costs – Management fees for a local campaign are generally between $500 – 1000 AUD p/m but remember, you need to include the ad budget on top of this cost.
Let’s give you some CPC data for this;
Say you’re targeting Melbourne, Australia current page one bid range is $7.80 to $25.90 AUD per click… (I’ve included all major cities below)
The Return on SEO vs PPC for Plumbers
Understanding the costs of SEO services ($1000 – $3000) and Google Ads being very similar when you include both Ad management and budget together…
I’ve put together a comparison of investment to the potential return a plumbing business would see from both campaigns over 12 months.
For this example, we will use the target location of “Melbourne” and Plumber Melbourne being a primary term.
Please note: There are A LOT of parameters to also consider in SEO and PPC campaigns (brand recognition, existing authority, first-party data… and the list goes on).
That being said, I want to give you some tangible, real insight and numbers on this industry and services having implemented hundreds if not thousands within this niche.
SEO Results for Plumbers
Let’s grab a local SEO average at $1500 p/m over the spend of 12 months = AUD 18,000 (Total investment)
The top 3 ranking websites currently in the “Plumber Melbourne” niche are currently generating on average of 2-4k users p/m.
So, being conservative by month 6 we estimate 250 users, by 9 months 500 and by 12 months the goal of 1000.
Here is a table breakdown of investment vs traffic.
Now yes, we aren’t putting the 2-4k traffic average, as this industry is competitive and I would anticipate a 24-month campaign to obtain a top 3 position for this key term.
A goal of the 1000 traffic threshold is more realistic for my experience.
By the end of the 12 months, you would have invested $18,000 for 3250 users
With a statical “Organic traffic” conv. rate average being between 2 – 5% (3.5% average) is 113 leads…. Not bad.
Here’s what a lead breakdown by month would look like based on those percentages;
PPC Results for Plumbers
Plumber Melbourne has a keyword cost on avg of $7.25 – $29 the average being $18.13 CPC
Let’s replicate the generated 3250 p/y traffic obtained by the SEO campaign.
3250 x $18.13 CPC (cost per click) = $58,923 (Excluding management fees)
Average management fees of $750p/m
$750 x 12 = $9,000
Together in fees and Ad budget, you can expect to spend a sum of…
$67923 AUD Total investment in PPC
That’s a bit to digest,
So let’s summarise this as there are a few key points to take away in this comparison.
The first thing is that your SEO campaign in almost all cases won’t be generating any traffic or leads for the first 3-6 months, while your business is still having to invest in the service.
Your PPC campaign is a continual spend, but! It will start generating leads and enquires once they are turned on.
There is a final point to this…The long-term strategy
When you look at the SEO campaign at month 12, and if you were to stop all investment into your campaign, the campaign will still be returning results.
Your PPC campaign on the other hand is a $0 investment for 0 traffic and leads.
The SEO campaign is a $0 investment… but you’re still generating that month 12 “1000” users per month, which could look like this;
This would result in 12000 traffic through month 12-24 for your plumbing niche at 3.5% (avg conv.) = 245 leads…
This is why SEO is considered a long-term strategy.
Ok, that’s enough for the numbers!
How do you implement SEO for your plumbing website?
Keyword Research
SEO campaigns always start planning your keywords and researching to understand the audience searching for your services.
In the Plumbing industry, there are some very common “localised” (geo-modified) searches that customers search for… I have listed them below for your convivence;
• Plumber [location]
• Plumbing Services [location]
• Plumber [surrounding suburbs]
• Local Plumber [location]
• Best Plumber [location]
• Emergency plumber [location]
• Plumber maintenance [location]
Example: Plumber Sydney, Plumbing Services Melbourne etc.
Once you have mapped out the keywords surrounding your services… we can start structuring your Local SEO campaign and which content is required to speak to each of these primary keywords.
Local SEO for Plumbers
Local SEO is optimising your content to a local or geographical area.
With your keyword planner complete, you want to ensure your website has relevant pages speaking to each primary keyword and by each location.
Example: “Plumbing Melbourne” could be a page.
This creates highly relevant content for your audience within a defined location.
Pro Tip: For keywords that are similar and are within the same service, you should try to combine them into a single page rather than multiple pages.
This is called the keyword “clusters”.
You don’t want two pages speaking to Plumber Sydney and the other being Sydney Plumber, both of these terms can be put on a single page.
Another example of this would be “plumber Brisbane” and “plumbing service Brisbane” These would also be combined onto a single page.
Whereas, Emergency Plumbing, Plumber Brisbane & Commercial Plumbers as example would all be considered different pages.
It’s best to combine these keywords into their clusters before your campaign implementation – it will reduce the potential of creating content that overlaps.
Google My Business
This is a must! And if you take anything away from this guide, make it this!
Setup your Google My Business, Complete all fields & business descriptions, optimise it to your keywords & get some reviews!
Google My Business is an incredible platform for your plumbing business it will increase your visibility, generate new leads and give you great social proof! (Google Reviews).
If you’re unsure on how to set up a Google My Business Profile – We have a step-by-step guide here.
- Quick tips to Increase your Google My Business for Plumbers
- Complete all fields within your profile (Descriptions, hours, social links, contact details etc.)
- Be sure to list all relevant services (residential plumbing, emergency plumbing etc.) with your primary service being the primary category.
- Share your blogs or recent promotions through Google My Business Offers & Posts.
- Get Reviews… Continually (Set up an automated strategy to get a continual flow of reviews with less administration time).
On-Page SEO
Website Title tags, Heading Hierarchy, Content & URLs… all part of an on-page SEO campaign – let me give you some tips on each of these and some best practises for your industry.
Title Tags – These need to be concise 50-60 characters and ensure your primary keyword is included! Make your title tag engaging, maybe add a USP? it’ll help increase your click-through rate (CTR) when being shown in Google.
Heading Hierarchy (H1, H2, H3 … etc.) –You need a single H1 on your page, make sure this is a clear indication of what the page is about (use a primary keyword) Example: ”Experienced Sydney Plumber“.
Keep the H1 title short and don’t stuff it with keywords.
Your H2 tags should summarise the content being written below them and related to the primary service you are talking about (your H1).
Page Content
Content is King! Make your content Amazing!
Informative, engaging and valuable content will win at the end of the day.
Not sure what to write about? Here are some ideas that we commonly use for plumbing businesses…
• Write about your quoting process and how to book.
• Your business USPs (Unique selling points) Why would a customer choose you?
• Social Proof (Yes, those Google reviews again)
• Service Areas (Where you offer your services)
• About your services – Depending on the page, speak about the services that your business offers, its inclusions and potentially a pricing guide or estimation.
Don’t rush your content, spend time on it and make sure you provide all the information you believe a customer will be looking for.
Pro-Tip: Try not to just use AI tools to write your content.
Why?
I’ll try to keep this short, AI content is formulated around existing content, therefore the content it will create – while it might be informative, it will not be unique, especially not unique to how you do business and the values your business brings. Google loves this type of content (so do customers!)…
Off-Page SEO for Plumbers
Why do you need off-page seo?
Off-page is the process of link building for your domain/website.
Google sees backlinks as a sign of trust for your business and within SERPs.
The more backlinks (that are from credible sources), the more trustworthy or authoritative your website becomes.
Statistically, the number 1 ranking result in Google has an average of 3.8x more links than position 2-10… so, yes, backlinks are important.
What links do I need?
There is two type of links that are commonly built for a local trade or local service business, they are Citations and Backlinks.
Citations – These are directory listings, displaying your services and business information in your target area.
Examples: Yellow Pages, Yelp, Google Maps, Local Search etc…
Backlinks – These are external links from other websites that link back to your website.
When they link back to you, they will often do so from a relevant keyword or search term,
Example: Referencing a service or your business name within context.
How do I build backlinks for my Plumbing website?
A great place to start is local directory listings or industry-related directories.
Find some local directories that allow you to have a listing on their website to promote your service…
I’ve compiled some popular ones that most plumbers list on;
• Localsearch
• HiPages
• Yellow Pages
• OneFlare
• Bark
All of these platforms will not only provide you with a link to your website (which increases your authority as mentioned before) … they are often also a fantastic lead-generation platform that gives you referral traffic.
Conclusion
This is a great foundational start to your next SEO campaign.
A lot of these recommendations can be quickly implemented to ensure your SEO campaign is set on the right track from the start.
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