Marketing for Plumbers

Not so long ago we all used Yellow Pages or Thompson Local if we wanted to find a Contractor to help us with the problems we would encounter.

Now I’m sure it hasn’t gone unnoticed that these directories are now just a tiny size of those massive Yellow Books that we used to keep the door open!

In today’s world, we hardly ever use these old outdated methods, we use the Internet to find a plumber or drainage contractor to fix the blocked toilet! That’s why it’s now more important than ever for plumbing, electrical and HVAC contractors to be visible on the major search engines, particularly as businesses and consumers are searching for your services. Search engines are the preferred source for consumers when they are looking for local services.

Marketing for Plumbers

We have written this straightforward basic SEO strategy for all Trades Contractors and the strategy can be applied no matter whether a Plumbing, Electrical, Heating, A/C or Fire Alarm Business.

Detailed below is our proven SEO Marketing for Plumbers strategy that we undertake for the contracting businesses we work for.

To make life easy when writing this article, we have used a Plumbing Contractor as an example but the same process is applied no matter what Contracting services you provide.

Step 1 – Add Content to bulk up the website and get more visibility on the search engines.

Commonly most basic typical plumbing websites have only 4-5 pages on their sites i.e.

(Home – About Us – Services – Contact Us).

Because of this it the site doesn’t get well indexed nor does it have great visibility on the major search engines (In other words it doesn’t get found easily!

Most plumbing contractors offer lots of other services including Hot Water Cylinder Replacements, Boiler Upgrades, Additional Radiators, Emergency Repairs, and Bathroom/En-suite Refurbishment etc. If you bulk up the website and create separate additional web pages for each of these services you offer, and then combine it with the towns/areas you work in, then the plumbing contractor will get listed on the search engines for each of those different keyword combinations. Here is an example:

Home – About – Services – Contact Us

Under the Services section, create Sub-pages for each service you provide – Derby Emergency Plumber, Derby Drain Cleaning, Derby Toilet Repair, Derby Hot Water Cylinder Replacement, Derby Boiler Upgrade. This list goes on for every the plumber provides. You get the picture!

Contractors regularly also work in areas outside of their home town. To get found on the search engines for EACH of those additional towns/villages etc, then additional sub-pages have to be created.

i.e. Sub-pages for each sub-area covered – Kegworth Plumber, Castle Donington Plumber, Ilkeston, Plumber, etc. If you have a look at this Video here, we have explained and shown exactly how this should work.

Step 2 – Optimise these new pages for the search engines: i.e. SEO 

Once these additional pages have been created and added to the website for each of your services offered, then each of these new pages need to be optimised. What this means is that SEO (Search Engine Optimisation) has to be undertaken so that the search engines understand what each page is about and then it will list you for those particular words.

However the world is changing in favour of not only employing SEO tactics but also by using great quality content and there is a well written article about making content SEO friendly and providing user friendly content and not just search engine friendly content. Yes there is a big difference and it’s important to get it right.

Detailed below are some of the most important items that need to be undertaken for what’s called “on-page” search engine optimisation. This is work that is done directly on each webpage:

  • Unique title tags on each webpage
  • H1 tag re-stating that title tag on each webpage
  • Images have names with main keywords
  • URL should contain the page keyword
  • Anchor text on each page and built into the footer – i.e. Derby Plumber
  • An XML Sitemap should be created and submitted to Google Webmaster Tools and Bing Webmaster Tools
A typical Plumbing Contractors Website Title Tag will say something like Jones Plumbing Services

Whereas a well optimised Title Tag should say:

Derby Plumber | Jones Plumbing Services | Derby Emergency Plumber as it clearly tells the search engine what the page is about.

Step 3 – Getting Inbound Links

Once the additional pages have been added as detailed above, then basically the “on-page” SEO work is complete, then the next step is getting inbound links – known as “off-page”. Everything that has done up to this point is laying out the basic ground work, you have to then get the pages into a logical order for the search engines to even consider your website as viable to your webpages onto their search results.

However, what will make the most difference to where the search engines place you, is the number of RELEVANT QUALITY inbound links – Links from external relevant websites to those new pages that you have created that will to determine your web position placement. When combined with good quality content and keywords that is also relevant to the user then you could see some dramatic results and quickly too.

Only 30% of SEO is “On-Page”
Vitally 70% is “Off-Page” External “Link Building”

The only way to get your Plumbing website to rank above your competitors is by having more quality and relevant “inbound” links to your site.

Follow the suggestions below to increase the number of inbound links to your site.

  • Association Links – Make sure that you have a link to your website from any trade associations that you belong to (i.e. APHC, Gas Safe, Refcom, NICEIC, CIPHE, Chamber of Commerce, networking groups, etc.)
  • Directory Listings – aka Citations. Get your website listed on as many directories sites as possible (Yell, Thomweb, Yahoo Local Directory,, etc.) N.B. Click on the link for a full list of UK directories that you should register with. 
  • Create interesting content and articles about your industry. This is probably the best and most reliable source of inbound links. If you can write an in interesting article about i.e. “Choosing the best type Hot Water system,” load it up as a new page on your website, and send it out to loads of article directory sites, then each one will then include a relevant link back to that specific page on your website.

If you bulk up your website by adding these new pages for all of your services as detailed above, then optimise the new webpages using SEO best practices and then follow our process for gaining inbound links to those pages and new sub-pages, you will start to dominate the search engines for the plumbing related keywords in your area.

If you would prefer for us to manage this process for you, give us a call on 0844 884 2370. We can help get you high placement on Google for a majority of the plumbing related keywords in your area. However, we only work with ONE plumbing company in each town. Make sure it’s your company we work with rather than your competitors.