A plumbing company should expect to pay between $1,500 to $2,500 per month for SEO services. This monthly fee should include:
- Creation of high quality content
- Local SEO management
- Link building
- Technical search engine optimizations on a plumbing website
Search Engine Optimization (SEO) can take between 4-12 months to see a potential benefit to a plumbing website. The ability to appear in search engine result pages (SERPs) depends on a few ranking factors:
- Relevance (How relevant are web pages for relevant keywords?)
- Distance (How close is a search to your service area?)
- Prominence (How well known is your small business?)
SEO marketing services help search engines better understand and trust your plumbing business.
There are a few things to consider before hiring an SEO company to help market your plumbing company.
- Do I have a plumbing website? If you do not have a website, an SEO company will not be able to perform marketing services. You likely need to hire a website development company first.
- Does my plumbing website have good domain rating? Plumbing is a competitive space in online marketing. "Domain Rating" refers to a metric used by SEO experts to determine how "prominent" your website may be. This metric is important to determine if your website can outrank competitors. A website without a good domain rating will not be able to compete with national plumbing brands. If you are unsure about your domain rating, ask a marketing company to conduct an SEO audit. Any rating above a "10" indicates that you have a good enough rating to potentially engage an SEO company. Anything below a "10" likely means that SEO services will take a longer period of time to see results.
- What am I spending per month on PPC? A good reason to invest in an SEO marketing campaign is to reduce paid advertising costs. If you are spending $20 to $80 per click, an SEO campaign may help you rank organically for a relevant keyword so you can reduce your PPC budget.
If you have a strong website and want to reduce paid ad costs, then consider hiring a plumbing SEO company.
The objective of SEO services is to increase the online presence of your plumbing business.
Plumbing SEO services should include:
- Content creation
- Link building
- Local SEO
- Technical SEO optimizations
SEO Content for Plumbers
Content that meets search intent of potential customers ranks well on search engines. A plumbing SEO company will identify the right keywords and create content that satisfies the need of searchers.
Let's say a customer goes to Google and searches for "water heater installation." An SEO campaign will create content with information about a water heater installation. This content may include information about the cost or requirements of a water heater installation. Optimized meta information like a meta description and page title tag will also be included.
By creating high quality content, a plumbing website may achieve more online visibility for a local search.
Local SEO for Plumbers
Every plumber has a defined service area. Local SEO helps search engines understand your service area and display your business page for local searches.
How does Local SEO work for plumbers? Relevance, Distance, and Prominence factor into local plumber search results.
If you specialize in water heater installation, Google may determine that your business isn't "relevant" for an HVAC search. However, if your company does HVAC work, then Google may find your business "relevant" for HVAC keywords.
Google will then determine "distance," or how close the searcher is to your service area. Since Google cares about user experience, local results pages will display local plumbers instead of a plumber who is 35 miles away.
What if your plumbing company offers HVAC services and is in close proximity to a search? Google will then determine how "prominent" your business may be. Prominence includes items like brand, links, and content. But prominence also includes local business citations (mentions) on directories. Google My Business, Bing, Yelp, Facebook, Angie’s List, Yellow Pages, and more help create citations. These citations also include industry-specific directories like HomeAdvisor, Thumbtack, Porch, and HomeGuide.
An SEO expert will help make your business profile more relevant and prominent. That way, you may appear more frequently in searches within your service area.
Link Building for Plumbers
Search rankings are partially determined by backlinks. Backlinks are when one website links to another website. Increasing backlinks to a plumbing website may help with internet marketing efforts. But, the backlinks must be relevant and authoritative to drive value.
A plumbing SEO company should focus on how to promote your services to external websites. This promotion will help increase the awareness of your business and may result in a backlink.
Plumber SEO is similar to plumbing. One stoppage or leak impacts the entire system.
An online marketing expert will conduct an SEO audit to identify issues within your plumbing website. It's just like how cabeling sewer lines can help clear stoppages. An SEO audit helps your website function better from both a SEO and web design performance perspective.
Monthly reporting enables a business owner and webmasters to determine whether an SEO campaign is working. Tracking phone calls and Google Analytics lends insights into trends and results. This information helps enhance a marketing strategy.
A plumber should receive a monthly report that includes:
- Phone Calls
- Organic Search Traffic
- Organic Search Impressions
- Keyword Rankings
In addition to a monthly report, weekly check-ins help a client understand activities being performed.
An effective SEO marketing campaign begins with keyword research.
For example, "water heater installation" is searched 6,300 times per month in the United States. "Denver water heater installation" has an average cost per click of $80 if you were to engage in a pay-per-click (PPC) campaign. Keyword research data helps guide an SEO expert in marketing a plumbing & HVAC company.
Here are more relevant keywords that plumbing business owners should be aware of:
- plumber near me (79,000 searches per month; $30 cost per click on PPC)
- emergency plumber near me (1,900 searches; $30 cost per click PPC)
- gas plumber (350 searches; $20 cost per click)
- plumber san diego (1,000 searches; $45 cost per click)
- plumber baltimore county (200 searches; $85 cost per click)
Dual sweep clean out installation. ABS Pipe and Fittings. You won't find many customers conducting a Google search for keywords like these to discover a plumber.
Instead, consumers search for keywords like "plumbers near me" or "plumbing business." Then, you may see a consumer double checking social media accounts to verify the reviews of a plumber.
Plumber and HVAC keywords that searchers use to discover plumbing services are expensive. The pay-per-click (PPC) costs range from $20 to $80 per click. This is why you often see plumbing companies advertising on radio or billboards. Those advertising methods may be cheaper than online advertising.
With that said, search engine optimization (SEO) differs from pay-per-click (PPC) advertising. The objective of SEO is to get a plumber to appear organically in search engine result pages (SERPs) for searches related to services. Given the level of competitiveness for plumbing keywords, achieving this objective isn't easy. Sure, plumbing companies compete online against other local plumbers. But, they also compete against Yelp, Angie's List, Thumbtack, and more authoritative sites.
PPC helps a plumber to appear on SERPs under "Sponsored" ads for searches related to services.
Clickstream data monitors clicks to organic search listings and pay-per-click ads. According to the data, approximately 84% of plumber related searches result in a click on an organic search listing. Only 16% of searches result in a click on a PPC ad.
That's likely because potential customers are looking for a highly skilled plumber. People trust organic listings more than an HVAC company who purchased a Google ad.
The Google Guarantee is a program affiliated with Google ads. It is available to a plumber who advertises on Google using Local Services ads.
The Google Guarantee protects a customer when they hire a Google Guaranteed plumber. Potential customers see the Google Guarantee icon on Google Ads next to covered plumbers. Customers can use the Call and Send request contact options on these listings to contact the plumber or HVAC company.
When a customer uses voice search (such as Google Home) to find a plumber, they will hear confirmation that the business is Google Guaranteed. When a customer calls a plumber from their device, they are protected by the Google Guarantee.
But, there's a catch. A customer must book plumbing services through Google Local Services. They can't contact the plumber through a phone number or through the plumbing website. If they do, then the customer is not protected by the Google Guarantee.
If you're a plumber, you can apply to get the Google Guarantee by signing up for Local Services ads. These results show select local plumbing businesses in your area. Those with the “Google Guaranteed” badge pay Google to appear in these results. They are screened, and are guaranteed to get the job done right or a customer gets their money back with a lifetime cap of $2,000. Those without the badge are less extensively screened. They do not pay to appear, and aren’t guaranteed by Google.
We get it. People don't grow up dreaming of doing marketing for a plumbing company. But, what excites us is the challenge and the idea of helping a plumbing company sustainably and predictably grow.
We love thinking about the process that a potential customer goes through to find a plumber. There's a few different scenarios.
Scenario 1: They have an unidentified plumbing problem. Their drain is clogged. The toilet is backed up. How do we help a plumbing company optimize their website to attract these relevant searches?
Scenario 2: They have an identified plumbing issue and are looking for a quote. A customer may have had an emergency plumber visit and knows they need a "dual sweep cleanout install." They are now looking for a better quote. How do we attract these customers, who are further along in the sales funnel?
The psychology of it all is just fun stuff.
When a customer experiences a plumbing problem, they search online for a solution. If your plumbing company is there as the solution in the time of greatest need for the customer, then you get the business.
SEO helps your company appear for searches that reoccur monthly. If you are able to achieve and maintain a first page ranking, then you can count on phone calls happening every month.
PPC costs too much money and tends to squeeze out a small business. Email marketing? Requires an existing list and relies too much on timing. Social media? Same thing. Relies on timing, and the recipient's willingness to consume content.
SEO is the most difficult tactic to achieve in a marketing strategy. But, it is the most fruitful because you're in the right place at the right time.
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I can’t recommend Markitors highly enough from both a speed and investment angle. Their SEO services are very effective in growing your brand online.
— Brian Mohr, Co-founder of Y Scouts
Plumber SEO Experts
If you Google the term, “digital marketing company,” you’ll most likely find Markitors on the first page of search results. There’s more than 15,000+ digital marketing agencies who offer SEO services in the United States. Yet, Google consistently ranks us as one of the top choices for search engine optimization.
We launched and have built our digital marketing company in a sustainable and predictable way through SEO. We do the same for small businesses, and for plumbers like you.
We get results. We practice what we preach. And we believe in having a good time while connecting our clients with customers.