7 Step Guide Plumber SEO: Get Your Business Seen by Local Customers

Written by Matthew Ludden / March 22, 2024 / 10 Minute Read
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Boost your plumbing business with our 7-step guide to plumber SEO. Learn how to optimize your website, build backlinks, get reviews, and dominate local search results.


How To Do Plumber SEO Like A Pro

If you own a plumbing company and are looking to learn more about how to improve search results, you’ve come to the right place.

Valve+Meter Performance Marketing is a leader in plumber SEO with a data-driven approach to all of our marketing services. In this article, we’ll break down why plumber SEO matters and detail 7 steps all plumbing companies should use to improve your organic search results.

Why Is SEO Essential for Plumbers?

Whether it is a leaky faucet, running toilet, or a bathroom remodel, when someone needs a “plumber near me,” they grab their smartphone, tablet, or computer and search Google or other search engines.

If your business isn’t on the first page of results, you’re missing out big time.

That’s where SEO, or Search Engine Optimization, comes in. It’s what gets you to the top of Google and helps the right customers find you.

A key difference for plumbing companies’ websites: you need to attract the right people.

Search engine rankings change based on a user’s location and query. New customers aren’t searching for plumbing websites across the country.

Your customers are looking for local plumbers and search engine algorithms will display local results.

To help your plumbing business rank higher in local searches, professional marketers use Local SEO strategies.

This is a subset of SEO that aims to increase search visibility in your specific service area. The following SEO tips provide an introduction to how to improve your organic search rankings and attract more local customers.

There’s a lot of nuance when it comes to plumber SEO so along the way, we will link to in-depth blog articles about each step.

In essence, SEO is the bridge that connects your plumbing services to the homeowners who need them most. Search rankings are competitive so plumbing companies should understand these core elements whether you are building your own strategy or working with a professional agency.

Local SEO Basics infographic

What Are The Basics Of SEO For Plumbers?

Step 1:

There’s probably a pun about not clogging the pipes, but honestly, SEO for plumbers can get very confusing and incredibly complicated.

Think about it: there’s trillions of web pages scattered across the internet.

For your plumbing company website to get noticed, you need to tell Google and Bing what you do, where you do it, and who you serve.

Search Engine Optimization, or SEO for short, is all about making your plumbing website more visible across all non-paid sections of search engine results pages (SERPS).

When someone types “emergency plumber near me” into the search bar, your business has the opportunity to pop up front and center.

There are two primary targets in these results:

  • Local Pack: You can appear in Local Map Pack where 2-3 local plumber companies appear.
  • Native Results: If your plumbing company can land in the first position of organic you can transform your website traffic.

While your plumbing company might still target paid results with pay-per-click and Google Local Services Ads, the top organic result earns over 22.4% of all clicks.

So, what goes into a successful SEO strategy for plumbers?

First, define your current situation and make a plan.

  1. How does your website currently perform?
  2. What plumbing service ranks well and what services are missing or underperforming?
  3. Is your plumbing website built to convert website visitors?
  4. Who is your target audience?
  5. Is your service area clearly defined?
  6. What competitors outrank you in your service area?
  7. Where do you want to be in a year?

Defining where you are and setting a realistic expectation of what your plumber SEO strategy needs to accomplish is key to success.

All plumbing companies want to rank #1.

The websites that win build a solid strategy and commit to achieving clearly defined benchmarks.

Search engine optimization is an ongoing effort. SEO for plumbers doesn’t win overnight, but the value of appearing on the first page of search results and earning top positions in Google Maps is priceless.

What Is Local SEO and Why Does It Matter?

Now, let’s zoom in on Local SEO for plumbers.

Local SEO strategy optimizes more than your website to boost your online presence. Local directories, reviews sites, and citations all can help you earn more plumbing leads.

Each of the next six steps are key in building a digital billboard that says, “Hey, we’re right here in your neighborhood!”

When someone’s dealing with a burst pipe, they’re not going to call a plumber three states away and they are not going to wait.

Plumbing customers need someone who can get to their doorstep, fast.

By optimizing your website and online listings for local search, you’re making it easier for community members to find and choose your services.

In a nutshell, plumbing companies should ignore traditional SEO and build a local SEO strategy that helps put your plumbing business on the map, both literally and figuratively.

How Do You Optimize A Google Business Profile For Plumbing Services?

Step 2:

A Google Business Profile functions almost as a second website.

In fact, it’s often the first thing local customers see when they search for plumbing services, so you want to make sure it’s polished and professional.

Setting up your Google Business Profile is straightforward, but you’ll need to fully optimize your profile to truly transform your local SEO efforts.

If you haven’t already claimed your profile, you can do so by using your business information and following Google’s process.

Search for Your Business

  • Go to Google Maps or directly to Google Business Profile.
  • Find your business name and address. You’ll see an option to “Claim this business” or “Manage now.” Click this to initiate the process.


  • Google must confirm you are the rightful owner. The most common verification method is by postcard which takes 1-2 weeks.
  • In some cases, you may be able to verify by video, phone, or through Google Search Console if you already manage the website.

How to Optimize Your Profile for Maximum Visibility

Once you fill in all the essential details, such as your business name, address, phone number, and service areas, you can add features like online booking, posting regular updates, uploading images, and most importantly, get reviews on Google!

Of all local business directories, Google Business Profiles (GBP) are the most visible and trusted. Plumbers with the highest recent ratings can earn visibility in Google Maps just below paid ads.

  • Start with the Basics: Regularly add photos, special offers, and service updates.
  • The Power of Reviews: Encourage happy customers to leave reviews, and always respond professionally.
  • Keywords Matter: Include relevant keywords throughout your profile (like “emergency plumber in [Your City]”). This helps you show up in local searches for plumbers.
  • Accuracy is Key: Make sure your contact info and business hours are always up-to-date. You want customers to reach you easily!

A well-optimized Google Business Profile is a powerful tool for attracting local customers. When your profile appears in searches, potential leads can contact you directly without ever visiting your website.

A Google Business Profile Functions As A Second Website

How Do You Conduct Keyword Research For Plumbing Businesses?

Step 3:

For plumber SEO, keywords are the cornerstone of your website.

As amazing as search engine web crawlers are, algorithms cannot infer what your business is about. When potential customers arrive on your website, they should immediately be able to tell what services you offer.

Great plumbing website design utilizes keywords to help search engines and website visitors discover your plumbing company.

They’re the terms and phrases people type into Google when looking for plumbing services. By incorporating the right keywords into all of your web pages, you’re essentially waving a big flag that says, “Hey, over here! We have emergency plumbing services!”

What Are The Tools and Strategies for Effective Keyword Research?

Choosing the words to use in title tags, service pages, and throughout your on-page SEO strategy is not magic.

Plumber SEO experts use extensive keyword research to understand what customers in your area are searching.

If you guess what words to use in content creation, then you undermine your plumbing SEO.

Unfortunately, many writers skip this step or use basic tools to find terms like “emergency plumber,” “leaky faucet repair,” and “drain cleaning service.”

These may seem like a good start for your primary service pages, but don’t stop at the basics-your competitors won’t.

Uncovering more specific, long-tail keywords that can attract a more targeted audience.

Don’t Guess What Words To Us In Content Creation.

What Does Optimizing Your Plumbing Website Include?

Step 4:

Your plumbing company’s website is an asset. A well-optimized website helps you build an online reputation and convert more customers.

For plumbers, website optimization is not just about climbing the ranks in search engine results. It should do that, but it is also about ensuring that all of your web pages do their job.

What is the job of your service pages, blogs, and other webpage?

Attract, engage, and convert.

This process, known as on-page SEO, involves analyzing the elements of your site that are visible to search engines and users.

Key areas to focus on include:

  • Title tags
  • URL structure
  • Meta description
  • Content creation
  • Internal linking
  • Navigational menus

The theme of your plumbing SEO strategy should be clear, concise, and relevant.

Your website’s structure and navigation should be intuitive, making it easy for both visitors and search engine crawlers to find what you offer, who you are, and who you serve.

How Do You Create High-Quality Content for Your Plumbing Site?

Content helps get search engines’ attention, but what happens when someone lands on your web pages?

You need more than plumbing keywords to engage and convert new customers.

High-quality content not only informs your audience but also helps them take quick and decisive action.

For plumbers, this could include informative blog posts on common plumbing issues, how-to guides for simple repairs, or case studies showcasing your work.

To develop valuable content for your audience, start by identifying their pain points and questions. Talk directly to your audience and give them plenty of opportunity to connect with your team.

Remember, the goal is to provide value to your readers, so focus on creating informative, well-written, and engaging content that addresses their needs.

How Can Plumbers Manage Online Reviews and Reputation?

Step 6:

Online reviews can feel like a double-edged sword for plumbing SEO.

Poor reviews can feel like a personal attack, but they are inevitable in the digital world. Positive reviews can boost your SEO, as search engines consider them a sign of a trustworthy and popular business.

Managing your online reputation is, therefore, a crucial part of your SEO strategy. Across all platforms like Google, Yelp, and social media, you should respond to all reviews promptly and professionally.

This demonstrates your commitment to customer satisfaction and can even transform a negative experience into a positive one.

How To Encourage Positive Reviews from Customers?

Now let’s focus on the positive.

Positive reviews are gold for your plumbing business. They not only enhance your SEO but also attract more customers.

So, how do you get more 5 star reviews?

You have to ask for reviews and show gratitude when you earn one. Start by providing exceptional service that exceeds customer expectations. Happy customers are more likely to leave positive reviews.

Providing direct links to your review profiles in follow-up emails or on your website is a key first step.

You can also gently remind satisfied customers to share their experiences online. Engaging with customers online, whether through social media or responding to reviews, shows that you value their feedback and can encourage others to share their positive experiences.

Professional plumber SEO experts use a number of tools to help increase the volume of reviews for your business.

Genuine and positive reviews are a reflection of your excellent service, so featuring these on your website offers social proof to prospective customers.

attract engage convert

How Do You Monitor and Adjust Your Plumber SEO Strategy?

Step 7:

SEO for plumbers build strength as you execute content, technical exercises, and link building.

The digital landscape is constantly evolving, and so should your SEO strategy. Regular monitoring and adjustment are key to staying ahead of the competition and maintaining your online visibility.

Utilizing tools like Google Analytics and Google Search Console to track your website’s performance helps identify what is working and what needs to be improved.

All plumbing SEO services should be monitored so keeping an eye on metrics such as organic traffic, bounce rate, and conversion rate helps gauge the effectiveness of your SEO efforts.

Additionally, there are tools to monitor your rankings for targeted keywords and watch for any significant changes that might indicate a need for strategy adjustments.

By staying proactive and making data-driven decisions, you can fine-tune your SEO strategy to better align with your business goals and market dynamics.

Adapting To Changes In Plumbing Industry And Search Engines

SEO for plumbers is not the only digital marketing tool available to your business. Google Ads, Local Services Ads, paid social, and other forms of advertising and networking make a well-rounded and resilient marketing strategy for plumbers.

Google and Bing search engine algorithms are constantly evolving and new technology emerges at a breakneck pace. The world of SEO is therefore ever-changing.

Working with professional experts in SEO services for plumbers helps you stay updated with the latest trends and techniques is crucial for maintaining a strong online presence.

Studying consumer behavior through SEO services can also provide insights into emerging demand. For example, if there’s a surge in demand for eco-friendly plumbing solutions, then you can highlight these services and leap ahead of competitors.

By staying adaptable and responsive to both SEO and industry changes, you can ensure that your plumbing business remains relevant and visible to your target audience.

Knowing When To Build and When To Buy

In the plumbing industry, standing out in local search results can be challenging. Finding a trusted marketing company to deliver exceptional SEO for plumbers can make the difference. Start with a free marketing assessment with Valve+Meter Performance Marketing.

Request Marketing Analysis

Frequently Asked Questions

SEO is essential for plumbers because it enhances online visibility, making it easier for potential customers to find your services. In an era where most people turn to search engines to find local businesses, appearing at the top of search results can significantly increase your chances of being chosen over competitors.

To market yourself as a plumber, focus on building a strong online presence through a well-optimized website, engaging social media profiles, and a Google Business Profile. Additionally, encourage satisfied customers to leave positive reviews and consider using targeted advertising to reach potential customers in your area.

Getting customers for your plumbing business involves a combination of online and offline marketing strategies. Online, ensure your website is SEO-optimized and maintain active social media profiles. Offline, network with local businesses, offer referral incentives, and participate in community events to increase your visibility.

To prepare for SEO, start by defining your target audience and identifying relevant keywords. Ensure your website is user-friendly, mobile-responsive, and loaded with valuable content. Set up a Google Business Profile and gather positive customer reviews. Regularly monitor your website’s performance and stay updated with SEO best practices for continuous improvement.