SEO for Plumbers: 2024 Essential Guide


Plumbing services are one of the highest searched for trades in the UK with over 70,000 searches per month! Why is SEO for plumbers important? Well, if you want to get found and increase your online presence in one of the busiest markets, you’re going to need to stand out! In this blog, we cover the basics of SEO, some easy to implement tips and how you can measure your digital marketing efforts.

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What is SEO for Plumbers?

There are 2 methods to get your plumbing business found on search engines like Google, SEO or Paid ads.

Paid advertisement can be a great way to send visitors to your website and is especially helpful at the early stages of a new website when it will be slower to appear on Google. Paid ads can be expensive to maintain, and are only going to work while you keep paying for them.

Search engine optimisation or SEO, is the process of organically gaining traffic to your website by demonstrating to search engines that you are an expert in your sector, and they’ll favour you above your competition on Google. As long as you keep it up, you’ll maintain the SERP (search engine results page) position you have. SEO can take some time to become effective, and your sucess will depend on various factors such as how competitive your sector is and how much you invest.

Both paid ads and seo are effective marketing tools for your plumbing business, and you should consider both as part of your digital marketing strategy. It’s also worth mentioning here, that adding links across your social media profiles is useful for website traffic.

So, let’s break down each section of seo for plumbing businesses.

1. Local SEO

Local SEO is one of the best methods to getting your plumbing company found locally, unless you only want to work away from home, in that case you can skip this section. 

Search engines will prioritise a local plumbing service over a plumbing business further out. Just like when you use google maps to find a restaurant or barbershop, your customers looking for a plumber will be shown local businesses with a google my business profile.

Local SEO is the first step to getting your plumbing business found online.

2. Technical SEO

Technical SEO covers all the background stuff that ensure your website is optimised for speed, crawlability and useability. Realistically, this section requires a good amount of SEO and website development knowledge to implement effectively, and would perhaps be best left to a seo expert or marketing agency who can run a website seo audit.

That being said, there are some obvious steps you can take to ensure you’re doing the minimum for technical SEO. Firstly, run a report on page speed insights, here you can check how your exisiting website is performing, you’ll want to aim for a score above 90 on each metric.

Here’s a few tips to increaing your score should you fall below on each. 

Page speed can be improved by improving your website hosting, either by swapping hosting companies or increasing your storage allowance. Reducing image sizes with a WebP converter plugin and switching them to lazy load will help your page load speed. 

Page categorisation is hepful for navigation and accessibility. For example, if you have individual service pages for your plumbing business, having a main service page as an inbetween from your homepage makes it easy for search engines and users to identify what is classed as a service on your website. Check your website accessibility using the chrome add-on, wave.

Fianlly, some simple, almost common sensical design elements are to have very high contrast colours for text over images or backgrounds. Make sure your text is easy to read and not over busy imagery or background colours.

3. On Page SEO

On page SEO includes everything that is visable on your website, such as content, media, headings, copy and structure. 

You’ve probably heard the term “keywords” if you’ve done any plumber SEO research. Keywords are important to identify the individual webpage intent, for example, your homepage keyword might be “Plumbing Contractors London” and a service page for boiler installation might use “Boiler Installer London”. These keywords will both target the service and location. 

Using your own photos and videos will give you better SEO results vs stock images from the internet, as they’ll be unique to your business and services. So, remember to take pretty pictures of your work, in both vertical and horizontal! This is also another great oppotunity to add the keywords into your alt text for SEO and accessibility.

Lastly, make navigating around your website as easy as possible, either with a sticky header, or include links around your website in your footer and throughout the website text, this is known as internal linking and is useful for users and Google search engine to scan your website.

3. Off Page SEO

Off page SEO is the digital word of mouth. Other websites or platforms telling the world abour your website and services is better than blowing your own trumpet, right?

Add links to your website on your google business profile, your social media accounts, online directories and if possible, from other well performing websites.

These are known as backlinks, and they help build authority. Gaining quality backlinks is easier said than done, and the payback isn’t always worth the time, so I wouldn’t get hung up here. A good SEO agency will spend the time and also have the contacts to effectively build you good quality backlinks.

My one piece of advice, stay away from the cheap low-quality backlink services. Low quality backlinks in volume will do more harm than good.

Is Plumbing SEO Important For My Business?

It depends. Do you want to grow your business, have a fully booked diary and not worry about where you next cheque is coming from? Then yes, I would say investing in any digital marketing is a good call for any business owner.

Do not wait until you need SEO to work for you, to start investing though, by then it’s still another 6-12 months before you possibly see results. Get the process started while your business is performing well, which will ensure you’re plugging the digital marketing gap before you need it to bring in work.

After all, it’s never a bad idea to have multiple sources of inbound enquries for your business is it? I rarely see any business owner complaining they have too much work on.

How Do I Improve My SEO?

There are many areas of plumbing SEO you can focus on to get the results you want, but doing them in the correct order will benefit your business long term. Having a seo-ready website will ensure you have a solid base to start from, then it’s about creating the right content with the right keywords in the right places, right?

1. Plumbing Website

Firstly, do you have something to improve on? Is your website up to scratch? The phrase “you can’t polish a turd” is very fitting here, and throwing money at a SEO service when your website takes 3 minutes to load, has no page content and is impossible to navigate will give you absolutely zero return on your investment, no matter how much the SEO agency promises you page 1 results.

One of the most effective areas of SEO is on-page SEO. We have seen some great results from on-page SEO included with our plumbing website design without the need for expensive on-going SEO fee’s. Our clients achieve some great rankings and saves them money! Plus, all of our plumber web design with on-page SEO means their website is already set-up correctly should they want to invest in on-going SEO in the future.

LTE plumbing and heating plumbers website design

Get a free, no-obligation quote for your plumbing website today!

2. Plumbing Keywords

Keywords are words or phrases that best describe your business or service to search engines, and target customers trying to find your plumbing business using them.

Keyword ideas for plumbers include;

  • Plumbing Contractor
  • Plumbing Services
  • Plumbing and Heating Contractor
  • Plumbing and Heating Services
  • Plumbers London
  • Plumbing Company
  • Plumbing Company Services
  • Local Plumbers
  • Local Plumbing and Heating Company
  • Plumbing Industry Services

2.1 Keyword Intent Types

Keyword intent provides a clear message to search engines or your website visitors about your plumbing services or offering. Different keywords will have different intent, some overlap, but overall you should stick to the best keywords that describe your business services.

2.1.1 Navigational

Navigational keywords are used when a search is to directly get to a page or website. This is usually when the user knows exactly what they are looking for, such as your brand name, “Nike”, “YouTube” for example.

These are low intent keywords, and relate to your brand name making them easy to rank for.

2.1.2 Commercial

Commercial keywords are for users looking for more information before buying. These can either be branded such as “Valiant Combi Boiler” or unbranded such as “Boiler Installation”.

These are high intent keywords and are perfect to use for your service pages where the customer will most likely make a purchase.

2.1.3 Informational

Informational keywords to be used when you’re looking to find or learn something new. These keywords are essential to your plumber SEO if you are writing blogs or providing information in the form of FAQs.

Infomative blogs and guides provide helpful content and builds trust and credibility with your customers. This is very important when you want to grow your plumbing brand and expand your business.

2.1.4 Transactional

Transactional keywords are when the user is ready to buy a product or service. Similar to commercial keywords and often cross over, they provide the user with a solution. For example “Boiler Installation” is also a transactional keyword, and is perfect for selling a service, these should be used when adding keywords to your service pages.

2.2 Keyword Research

Keyword research is important when identifing which keywords you should include on your website. Adding target keywords and their semantic keywords in the page headings (H1, H2, H3 tags) and throughout your website text demonstrates to Google what each page is all about, but don’t over do it, 2 or 3 of each keywords per page is optimal, anymore and you’ll be scored down for keyword stuffing!

2.2.1 Keyword Research Tools

So where can you find all of these nifty plumber keywords? there’s a tool for that! Keyword Surfer or SEMrush that can help identify keywords for your plumbing website. 

Keyword Surfer is a google search page plugin which shows the amount of searches in the UK per month and also show how much on average a click would cost from paid ads. Simply add the plugin to your google chrome and use google as you usually would.

SEMrush has a free option for users which grants you 10 searches per day. It supplies information on the keyword intent, keyword search number, ranking difficulty, cost per click and more. 

Results will vary depending on the tool, as they are simply an educated guess. What I have found is that both toold underestimate the search volume.

3. Where Do I Use Plumber Keywords?

Use plumbing keywords on any page that you are intending to rank. These typically include your homepage, service page(s) and blogs.

3.1 Landing Pages

Landing pages refer to your home pages, service pages, gallery pages etc.

Typically your homepage should aim for keywords that broadly describe your business and location (if you are targetting local business). For example, “Plumbing and Heating Contractor London” would fit the bill!

A service page should niche to the specific service you are offering. Not every service you offer will have many searches, but still aim for a lower keyword. For exmaple, “Boiler Installation London”, “Emergency Plumbing Services” are terms used to describe your services.

Your gallery, vacancy and about pages are less likely to have the correct intent to rank for business, and that’s generally how it should be.

3.2 Plumbing Blogs

Blogs are some of the best plumbing content to add to your website if you want to gain website traffic and build credibility with your customers!

For example, a blog on “how to fit a kitchen tap” will provide the user with an informative guide. This may not lead to a purchase of your services, but will make them familiar with your brand. With any luck, they’ll remember your helpful guide for when they need something more complicated fixing or a new bathroom installing.

Take Your Own Action: Plumber SEO

As you’ve gathered by now, plumbing seo is no easy feat, and be honest, there’s a lot more to do here than you first thought!

Don’t panic, here are some easy to implement steps you should do to help you get started with your plumbing SEO strategy.

1. Google Business Profile

There’s no reason not to get started with a google business profile for your local SEO, it’s easy to set up, captures customer reviews and best of all, it’s free! 

Do a search and compare your profile to your competition, make sure you have optimised your profile to include your opening hours, services, contact details and links to your website.

A google business profile includes your business on the google map and captures customers from both the search engine page and also from the google map directly.

2. Website Audit

Is your plumbing website up to scratch? Check your website performance using page speed insights and gtmetrix. These tools will give you an idea of your websites current performance and is a great initial indicator for SEO. Whilst these tools will give you an overall rating, they only touch the surface when it comes to SEO and a complete audit will give you a better idea. 

Want us to send you a free plumbing website audit? Fill in the form below and we’ll get that over to you pronto with some pointers! 

How Do I Measure Plumbing SEO?

So you’ve done all of that work…is it working?

There are too many SEO tools for measuring your plumbign website out there, so I’ve narrowed it down to the most useful of the bunch, unless you prefer to spend all day reviewing analytics.

1. Google Analytics

Google Analytics is great for measuring your plumbing website traffic, the page engagement and user behaviour. Setting up your Google Analytics is fairly straight forward, but does require a line of code adding to your website, perhaps one for the web designer!

2. Google Search Console

Google search console is a very useful tool for tracking your website page impressions and clicks – basically how many times you’ve been seen and visited. This is a great tool for keeping check of how well your SEO is doing. Google search console also shows your any webpage errors and monitors how each page is performing.

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