SEO for Plumbers: 9 Tips, Best Practices, & Examples

Imagine this: A homeowner wakes up to a flooded bathroom because a pipe burst overnight. They grab their phone, Google “emergency plumber near me,” and click on the first result they find. If your business doesn’t rank at the top of that search, you’re losing customers to competitors who are.

That’s where SEO (search engine optimization) makes a huge difference for plumbers. It helps you appear at the top of search results, increasing website traffic, calls, and bookings at your business. 

In this guide, we’ll break down the best SEO practices for plumbers, covering everything from different types of SEO to nine actionable tips to help you rank higher and get more sales. Let’s get started.

Best SEO for Plumbers

SEO stands for search engine optimization, which means improving your website and business listings to rank higher in search results. When people search for plumbing services online, Google (and other search engines) decide which businesses to show based on relevance and trustworthiness. 

How do search engines decide which brands are relevant and trustworthy? 

• Location
• Reviews
• Expertise/Authority

Optimizing your website and local business listings for SEO means clearly indicating where you conduct business to search engines, showcasing positive reviews, and demonstrating expertise with content like blogs and service pages.

Plumbers need SEO because customers turn to Google first when they need a home service. Whether it’s a leaking pipe, a clogged drain, or a complete bathroom remodel, your business should be easily discoverable online. Without SEO, your website is just sitting there, invisible to potential customers.

There are several types of SEO, but the two most important for plumbers are local SEO and technical SEO.

What is local SEO for plumbers?

Local SEO means optimizing your online presence so your business appears in searches in your area. Remember that location is a big deal when search engines decide how relevant your business is to search queries (searches on Google). When someone searches for “plumber near me” or “best plumber in [your city],” Google prioritizes businesses that are physically close to them.

Key elements of local SEO include:

• Google Business Profile (GBP): This business listing profile helps you appear on Google Maps and local search results. Be sure to claim and update your Google Business Profile as often as possible. 
• Customer Reviews: The more positive reviews you have, the better Google ranks your business. Use this online presence scanner to see how popular your business is online.
• Local Citations: Your business should be listed in directories like Yelp, Angi, and HomeAdvisor. Here’s a list of sites where you can add your business and make it easier to find.
• NAP Consistency: Your Name, Address, and Phone Number (NAP) should be identical across your website, Google Business Profile, and other online directories. Inconsistencies confuse customers, and search engines won’t rank you higher if they don’t know your company name, location, or contact info.

Tip: You can update all your online profiles from one place with an enhanced local listings tool.

Technical SEO for Plumbers

Technical SEO ensures your site is easy for Google to search through, loads quickly, and works well on all devices. In other words, your code is clean, your site is fast, and it’s clear to Google what your company does. 

This includes:

• Fast Website Speed: A slow website can frustrate users and hurt rankings. Ensure your site’s images load quickly and no plugins slow down your pages. 
• Mobile-Friendliness: More than half of searches happen on mobile devices, so your site must be easy to navigate on phones and tablets. 
• Secure Website (HTTPS): Google favors secure websites, so make sure yours has an SSL certificate. You can get this through your web hosting provider.

Tip: This tool analyzes your site speed and helps you improve technical SEO. 

Now that you know the basics, let’s dive into nine local SEO tips for plumbers.

1. Optimize your Google Business Profile (GBP).

Your Google Business Profile is one of the most important ranking factors for local SEO. Here’s what it looks like when you search for a business on Google: 

The companies with complete profiles and good reviews show up first. The more information you have, the more that Google will know about your business. Don’t just settle for the bare minimum. Fill out all the fields and categories like services, products, and images. Not only will they make your profile more robust, but they’re good for SEO. 

Here’s how to make your Google Business Profile stand out:

• Fill out every section completely, including services, hours, and contact details.
• Add high-quality photos of your team, trucks, and completed jobs.
• Post regular updates and promotions to keep your profile active.
• Encourage happy customers to leave reviews.

Tip: Get more tips on Google Business Profile in this guide. 

2. Use local keywords on your website.

Your website should include keywords that reflect the services you offer and the areas you serve. Keywords are words and phrases that people search for on Google. For example, local keywords might be:

• “Emergency plumber in [city]”
• “Drain cleaning services near [city]”
• “Water heater repair [city]”

Include these keywords naturally in your website’s content. A great place to do this is on service pages where you describe each service you offer. Here’s an example:

By creating service pages, Google knows you provide various solutions and operate in specific areas. That increases your chances of appearing in search results because Google can confidently say you provide “X” service in “Y” area.

3. Get more customer reviews.

Google prioritizes businesses with positive reviews. In fact, most businesses that appear at the top of search results have plenty of good reviews. Positive reviews show search engines that your business is trustworthy and people want to work with you. 

Encourage customers to leave reviews by:

• Sending follow-up emails asking for feedback.
• Adding a review request link on your website.
• Offering incentives like discounts for leaving a review.

Once you’ve built up your reviews, link them to your website’s home page. You can also embed them on your site or create customer testimonial pages, instead. Here’s an example of a testimonial page on Thryv’s website. 

4. Create location-specific service pages.

As a plumber, you most likely have a service area where you conduct business. If you serve multiple cities, the best way to let Google know that you operate in those cities is to create separate pages for each location. 

For example, people might use the following keywords to find a plumber in Texas:

• “Plumbing Services in Austin, TX”
• “Emergency Plumber in San Antonio”

If you operate in these areas, your location pages should tell Google you work there. Each page should contain unique content and relevant keywords for your most popular services. Here’s an example:

This site tells you where it operates (Aliso Viejo) and lists the services it provides in this area. Customers can easily book an appointment using the form on the right-hand side. This content is good for SEO and creates a better customer experience. 

5. Get listed in online directories.

Remember how there used to be Yellowpages, and everyone had a phonebook in their house? Nowadays, all of that’s online (how old do I sound right now?), and there’s more than one place to look. 

Make sure your business is listed on:

• Yelp
• Angi
• HomeAdvisor
• Better Business Bureau
• Local Chamber of Commerce websites
• Thumbtack

Having consistent NAP details across these directories boosts your local SEO rankings and makes your business easier to find online. 

6. Build local backlinks.

Backlinks are links from other websites to yours. They tell Google that other sites think your content is credible and trustworthy. They’re hard to acquire, but they’re really good for SEO.

Most SEO tools will tell you how many backlinks point to your site. You can track this and other data to monitor your site’s performance over time.

While getting backlinks can be tricky, here are four ways you can do it: 

• Partner with other home service businesses for cross-promotions.
• Sponsor community events and get mentioned on their websites.
• Write guest blogs for local news websites
• Be active on social media and ask people to share your content.

7. Publish helpful blog content.

Google rewards websites that provide valuable content. It also tells Google that you are an authority on plumbing topics. Starting a plumbing blog is a great way to connect with customers and helps you rank for terms your customers are searching for. 

For example, one common keyword is “how to fix a faucet.” People search for this term on Google, and your business could write about it in a blog post. 

This marketing strategy has two benefits. First, customers will discover your business through the blog, which builds brand awareness and increases potential sales. 

The other benefit is authority. If you rank for plumbing-related keywords, Google will view you as a leader in your industry. You’ll have a better chance of appearing when people search for plumbers in your area.

Some great blog ideas for plumbers include:

• “How to Unclog a Drain Without Chemicals”
• “Signs Your Water Heater Needs Repair”
• “DIY vs. Professional Plumbing: When to Call an Expert”

8. Be active on social media.

Social media can indirectly improve your SEO performance in several ways. First, sharing content drives traffic back to your site. When people spend more time on your website, your search rankings improve. 

Social media can also help you gain backlinks. If people share your content, those links can improve your website’s authority. 

Lastly, social profiles also appear in local search results. Keeping your accounts active and updated tells Google that your business is legitimate. 

9. Track your performance.

To consistently improve your site over time, you must use SEO tools to monitor your performance. These reports measure your site’s authority and identify opportunities to improve your local and technical SEO. 

If you don’t have the time to invest in ongoing reporting, I recommend working with an SEO service. These companies will manage your SEO, generating traffic for your site by acquiring backlinks and writing blog posts for your business. They’re well worth the investment if you want to take your site to the next level. 

SEO Service for Plumbers

SEO is one of the most powerful marketing strategies for plumbers, but it takes time and effort. If you follow these nine tips, you’ll rank higher, get more website visitors, and book more jobs online.