Attract More Clients with Local SEO for Plumbers

Local SEO for Plumbers - What Is It and Why Do I Need It?

Local SEO for plumbers is a strategic approach to increase online visibility (how many potential clients find your business when entering specific search queries in Google) by leveraging techniques such as:

• Optimizing the Google Business Profile
• Keyword Research
• Local Content
• Review Management
• Google Posts
• Collecting Citations
• Maintaining NAP consistency (keeping name, address, phone number consistent across the web)
• Website Optimization (on-page SEO)
• Social Media
• Regularly Measuring Your Results By applying these techniques, potential clients become aware of your services and the chance of converting them into your clients increases.

Learn how we already help plumbers around the world get more clients!

How Do Plumbers Find Clients?

Nowadays, clients in need of plumbing services turn to Google and enter search queries such as “plumber near me” or “plumber in [city].” In the SERPs (Search Engine Results Page) for this local search query, clients will see the map pack (a small Google Maps snippet with three businesses presented underneath). To attract these potential clients to your services, you need to make sure that you are among the first search results on the map pack. This is where local SEO enters the room!

Let’s explore in detail the steps you need to take to optimize your online presence for local SEO purposes!

Step #1 - Set Up and Optimize Your Google Business Profile (GBP)

The Google Business Profile gives all important information at first glance. If it is not filled in correctly or doesn’t seem appealing, potential clients will scroll further. Let’s have a look at how to avoid this by optimizing your GBP!

• Claim Your GBP: Make sure you’re listed and verified. Verification lets Google know your business is real.
• Complete All Details: Fill in your business name, address, phone number, website link, opening (service) hours, special opening hours, and business category.
• Add Service Areas: As a plumber, you qualify as a service area business because you travel to clients. This means you should indicate the areas that you are willing to travel to, such as neighborhoods, surrounding suburbs, or nearby villages.
• Add Attributes and Services: Go through the list of attributes and indicate whether you are, for instance, offering 24/7 emergency services, same-day service, on-site service, etc.
• Add Quality Images: Upload photos of your work, your team, and any branded vehicles. Visuals make a strong first impression.
• Schedule Google Posts Daily: Google Posts are like Instagram posts on your GBP and can include an image, caption, and a Call to Action (e.g., a link to your website, an incentive to call or book an appointment). Schedule a post for each day to increase engagement on your GBP and to signal to Google that your business is active.

Setting up and updating your GBP is one of the best ways to show up in local searches. Especially if clients are in urgent need of a plumber, the first impression matters! They will not have time to click through to your website and gather more information.

Step #2 - Use the Right Keywords for Plumbers

Keywords are the words or phrases clients might type into Google to find a plumber. “Plumber near me,” “emergency plumbing,” or “water heater repair” are examples. When you use these phrases on your website and GBP (description and Google Posts), it helps search engines connect your services to clients’ searches.

How to Find the Right Keywords for Local Plumbers?

Targeting the right keywords makes it easy for clients to find you when they need help. Let’s see how to find the right keywords for you as a plumber.

• Common Keywords: Think of terms clients might use in an emergency (or non-emergency) or while looking for specific plumbing services and write them down in a list.
• Local Terms: Write down all the local terms you can think of, like “near me” or “in [city or area].”
• Free Tools: Google’s Keyword Planner is a free tool that is great to start with. Research all your common themes in connection with the local terms. You will not only get insights into whether your keyword assumptions are actually searched by potential clients but will also get more suggestions along the way.
• Create a Keyword List: Collect all researched keywords in a list and sort out irrelevant ones. Make sure that you prioritize keywords with a high search volume and low keyword difficulty. These keywords can bring in good traffic while being less competitive.
• Place Keywords Naturally: Use keywords in your website headers, service pages, and descriptions. It should feel like part of a regular conversation, not forced. Keyword stuffing would have a negative effect! Include the keywords also in your Google Posts and select one or two main keywords to include in your GBP description.

Step #3 - Write Content that Answers Clients’ Questions

You need to focus on local content that simultaneously answers common questions clients might have. No client will be interested in industry-specific updates that only appeal to plumbers themselves. Make sure that you always create content that offers value to your clients. Where to Publish Content to Improve the SEO for My Plumbing Business?

• Q&A (GBP): Use the Q&A function of your GBP to answer frequently asked questions from clients. This way, their doubts are already cleared up, and they will feel more comfortable booking a service with you.
• FAQ Website: Adding an FAQ section on your website is a great way to answer frequently asked questions and provide more context for Google to match your business with the right search queries. FAQs in a drop-down menu don’t take up a lot of space or overload the page with text. They also offer a great opportunity to weave keywords naturally into your website content.
• Blog on Your Website: Having a small blog section with relevant articles can be very beneficial. You can target keywords from your research and give explanations for scenarios where a plumber is needed.
• Google Posts: As mentioned above, Google Posts are a great way to engage potential clients and drive more traffic to your website, booking form, or to generate calls. Create relevant Google Posts by showcasing your work, team, and services. Since the GBP is the first impression potential clients get of you, ensure that Google Posts add relevant information that can convert potential clients into your clients.
• Social Media: If you’re already creating Google Posts, why not use these posts for social media as well? Nowadays, all kinds of businesses are on social media and provide “behind-the-scenes” insights into their work. Clients tend to trust local businesses that are authentic and professional. Social media is a great place to give more insight into your day-to-day work life and create a relationship with your audience.
• Location Pages for Each Area: If you serve multiple cities or neighborhoods, create a page for each. This makes you visible to clients in those specific areas when you include relevant keywords. Write a short, location-specific description of the services you offer for clients in each area.

Content Ideas for Plumbers

The following ideas can be used for your overall content strategy:

1. 5 Warning Signs Your Water Heater Needs Repair
2. Plumbing Tips for New Homeowners: What to Check First
3. Top 7 Tools Every Homeowner Should Have for Minor Plumbing Fixes
4. How to Avoid Frozen Pipes and What to Do if They Freeze
5. What Causes Low Water Pressure and How to Fix It
6. Avoid These Common Plumbing Mistakes at Home
7. The Importance of Regular Drain Cleaning and Maintenance
8. How to Unclog Your Toilet: Quick Fixes and When to Call a Pro
9. The Health Risks of Ignoring a Leak and How We Can Help
10. Do You Need a Water Softener? Here’s How to Tell

Step #4 - Gather Reviews and Respond to Them

Gathering client reviews and actively responding to them is a crucial local SEO ranking factor, as it signals to Google that your business is active and cares about its clients. Follow the next steps to encourage more reviews and respond to them.

How to Gather More Reviews as a Plumber?

Ask clients after every job to leave a review. Print a QR code on a flyer or on the receipt that you leave with clients at the job site. Personally asking for a review after a successful job increases the chance that the client will actually leave a review.

Alternatively, you can follow up online and send a follow-up email after completing the job. Insert a link that leads directly to your GBP, so clients can easily leave a review. Keep the email friendly and personal to increase the chance that clients will make the effort to leave a review. If they don’t leave a review within one or two weeks, you can send a follow-up email (keep it to one to avoid spamming the client).

How to Manage Client Reviews?

Once a client leaves a review, respond to it within 24 hours (even better if you reply within the hour). Respond in a friendly tone and keep it personal. If a client leaves a negative review, make sure to stay friendly and helpful, and offer a solution to their problem. If you can resolve the dispute, you may even turn the negative review into a positive one. Furthermore, you signal to Google that you take feedback (whether positive or negative) seriously and are committed to improving your services.

Of course, you want to avoid negative feedback whenever possible. Did you know that with Obenan, you can redirect negative feedback to a private survey so it won’t be published online? This gives you control over your online reputation while still using negative feedback for internal evaluation and informed decision-making to improve your service!

Learn more about our Review Management Tool!

Step #5 - List Your Business on Business Directories

Apart from Google, listing your business on local directories like Yelp or Angi gives your business more online visibility. Collecting citations (aka creating a listing on these business directories) signals to Google that your business is legitimate and active. Therefore, you need to create a listing (or business profile) on all relevant directories and fill in the required information.

Step #5.1 - Maintain NAP Consistency

Consistent directory listings improve your credibility and help new clients find you. This is called NAP consistency, meaning all your business details (such as name, phone number, address, service areas, opening hours, etc.) are consistent across the web.

Important: Users can suggest edits to your GBP and information published on the directories. If you do not reject these edits in time, they will be published, and your NAP will become inconsistent. This can quickly lead to a decrease in your online visibility and a loss of clients. Therefore, you need to check several times a week (ideally every 48 hours) for changes in your information on the GBP and the directories.

Manually checking the information on so many platforms can be extremely time-consuming. With Obenan, you can fill in all your information once, and we will synchronize it with all directories, ensuring NAP consistency at all times.

Learn more about our Local Listing Technology, which automatically claims all available listings and keeps your business details in sync.

Step # 6 - Make Sure Your Website is User-Friendly

While your GBP should be the focus of your local SEO strategy, your website should not be neglected. With 78% of local mobile searches leading to offline action, a fast, mobile-friendly website is key.

• Check Loading Speed: Use Google’s PageSpeed Insights to see if your site loads fast. Slow sites lose visitors quickly.
• Optimize for Mobile: Most searches happen on phones, so your site should be easy to navigate on small screens. Ensure that you have a responsive design that adjusts to different screen sizes. Text should be easy to read, and annoying pop-up windows should be avoided.
• Simple Navigation: Organize your menu with clear sections like Services, About Us, and Contact. Clients shouldn’t have to dig to find what they need.
• Correct Header Structure: To enhance the reading experience and help Google properly understand the webpage’s structure, you need to apply a correct heading structure. Ensure that every webpage has an overall title (H1) and is further divided into subheadings (H2, H3, H4).
• Image Optimization: Give every image a meaningful file name with a relevant keyword and add a descriptive alt-text (a description of what the image shows). Check if the file size of the image is not too large - nobody wants to use their mobile data on huge images.

Step #7 - Use Social Media to Engage Locally

Social media is a great tool for connecting with clients and keeping them engaged. While Google does not see social media as a direct ranking factor, other search engines, such as Bing, do! Therefore, social media has to be a vital part of your content strategy.

• Focus on Short Videos: Give insights into how you work and why clients need your plumbing services by posting short videos (TikToks, Reels, YouTube Shorts).
• ****Engage with Followers: Respond to comments, answer questions, and post regularly to stay top of mind.
• Use the Location Tag: Always give your posts a location tag. This helps your posts be shown to people in your area or those searching for content from your area.

While it might not be at the top of your mind to use social media as a plumber, many small trade businesses are now posting behind-the-scenes content and relevant updates. It’s not only about what you post - it also helps you show your personality and come across as more authentic. Remember, clients are often looking for a friendly and professional person when their toilet is clogged. In these “emergency” situations, they definitely don’t want to deal with unprofessional, scammy, or unfriendly people. So, make sure you build a good reputation in your area!

Step #8 - Monitor and Analyze Your Progress

Tracking how well your local SEO efforts are working helps you see what’s effective and where you can improve. There are different reporting tools, both paid and free, that you can use to get more insights.

• Google Analytics: Use it to check your website traffic, see which pages get the most visits, and track where visitors come from (direct search, organic search, referral, social media, paid, etc.). You can also see what actions people take on your website, how long they stay, and the different pathways they take. For example, you can determine where they exit your website without booking an appointment and aim to improve your website based on these insights.

• Google Search Console: Google Search Console is great for tracking the organic traffic of your different web pages. Here you can get insights into the impressions each webpage received on Google search and how many people clicked through to your website. You can also see your top-performing keywords that drive organic traffic.

• Google Business Profile: The insights in your GBP show you how many impressions you received in the map pack and how many potential clients visited your website or called you. If you are using Obenan, you can also gain insights into the main keywords that drive traffic to your GBP (do not confuse this with Search Console as here you get insights in the keywords for your GBP and not your website).

• Keywords: Periodically, check your keyword sheet and update it with new and relevant keywords. Over time, you’ll notice that trends change and some keywords are more popular during specific times of the year. You can adjust your content strategy accordingly.
• Obenan: If you are using Obenan, it’s easier to measure your results. We provide a neat overview of all your GBP insights and a comprehensive overview of your client review sentiment. We also store your historical data longer than GBP itself, allowing you to compare the current year with the previous year. This is especially useful since local SEO efforts take time to show the desired results.

Start Improving Your Local SEO Today

Local SEO may seem complex, but each small step can make a big difference in helping clients find you. Focus on one section at a time, keep your info accurate, and create useful content. Before long, your plumbing business will be easy to find and trusted by more clients in your community.

We know how difficult it can be to maintain all these steps and regularly take care of your local SEO strategy. Since you should be fixing clients’ plumbing and not sitting behind a computer doing local SEO, we have created our Obenan local SEO tools that will automate all essential tasks for you! With these tools, you will be able to attract new clients without needing prior local SEO knowledge and without investing significant time and effort, as we offer self-sustaining software and great personal support from our local SEO experts!