With millions of searches occurring on Google, Bing and Yahoo everyday, it’s no wonder why people have been investing thousands of dollars to rank on the front page for their industry terms. In fact, the phrase “plumber near me”, in the United States, is searched 105,000 times a month!
So how do you rank on the first page for your target keywords? How can you use increase your service calls with SEO? We’re going to cover everything in this article and give you insight into concepts that no other home service SEO agency is willing to share.
But first, let’s start with the basics…
What is SEO?
Search Engine Optimization (SEO) is simply the process of tweaking your website to make it relevant for a specific phrase. That’s it, plain and simple.
The tricky part is that, unlike TV and radio advertising, you are trying two feed to audiences: the prospect, and the Google bots.
You see, at the end of the day Google is a robot, and robots like structured data. Sure you might be the best at hydro-jetting, or replacing sewer lines, but Google doesn’t know that! It can’t see what a great job you do, it can only read the data that it’s given. That data is written in code (technically a markup language),
The process itself is straightforward enough that even an elementary school kid could understand it, but the balance and care that is required to achieve the ideal results is what throws so many business owners off.
Disclaimer: We are not going to talk about the benefits of search engine marketing, because quite frankly it should be a no-brainer why ranking on the first page of Google is beneficial. There are many other articles that go over the benefits of local SEO, and our goal is not to reinvent the wheel.
Outsourcing vs DIY SEO
If you have the budget, you should definitely consider outsourcing your SEO/online marketing campaign to a professional agency.
Why? Because they’re the experts! Would you recommend someone replace their sewer line, or would you recommend they hire a plumbing expert? Exactly. The same principle applies here.
How much you should spend is the big variable. Your SEO cost will vary from company to company. Some will charge you $10,000 upfront, others will charge a monthly fee of $1,000. It all depends on your needs, and the agency’s pricing model.
to learn more about the cost of local SEO, read our article “How Much Does SEO Cost“
Whether you’re looking to outsource your work or do it yourself, you’re going to want to consider the following topics to help you get a solid understanding of the whole process:
- Keyword Research
- On-Page & Content
- Google Maps
- Link Building & Citations
Content is King, and Optimization is Queen
If my pipe bursts in the middle of the night and I’m looking for an emergency plumber in my area, who am I going to choose? The company that has 2 pages “Home” and “Contact” or the company that has pages for all types of needs and services “Emergency Sewer Repair”, and “Emergency Drain Repair”? Probably the latter.
That’s because content is the king of a good SEO campaign. Why? Because content, especially well written and thought out content, establishes trust and transparency. It shows the prospect that you are going the extra mile for them, to provide them with answers to questions they have.
It can be as simple as adding your service hours, adding your emergency line number, or adding a page that breaks down price.
What Type of Content Should You Publish?
Before starting with SEO, you must consider “what are the most common questions people ask me and my team?”
Keyword Research for Plumbers
Keyword research is a tricky subject to explain because there are a few terms you need to know in order to perform this task properly. However, the main terms you should know are: Search Volume (Vol, Volume, Monthly Search Volume), Keyword Difficulty (KD, Difficulty, Competition), Keyword (Keywords, Keyphrase, Search Phrase), CPC (Cost-Per-Click, Cost)
- Keyword(s) – A particular word, or phrase that is entered into the search bar. Sometimes referred to as “Keywords”, “Keyphrase”, or “Search Phrase”
- Search Volume – An estimate or average amount of times a particular phrase is searched every month. Sometimes referred to as “Vol”, “Volume”, “Monthly Search Volume”
- Keyword Difficulty – An estimate of how difficult it is to rank for a specific search term. Sometimes referred to as “KD”, “Difficulty”, or “Competition”
- CPC (Cost-Per-Click) – The average amount it will cost in order to receive one-click when running a Google Ad.
click here to learn more about SEO terminology.