Making Use of Search Engine Optimisation (SEO) as a Plumber
Given that 46% of all Google searches are local, SEO has never been so important for local service providers. So, whether you’re a plumber, tradesperson or a local tile shop owner – being near the top of organic search results is a must. Especially given that 75% of web users won’t scroll past the first search engine results page (SERP) before clicking onto a webpage.
What is SEO?
Search Engine Optimisation (SEO) is an integral part of any successful digital marketing strategy. Our favourite definition of SEO is; “the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results”. Whilst many factors weigh into the Google ‘ranking’ process, the following are believed to be the three key pillars;
- Relevance: your site and its content must be relevant to the search query and users search intent.
- Trustworthiness: Google must value your site, along with the sources that are linking to the site. If Google believes your site is a credible source of information, it will rank better across the board.
- Authority: built through external sites linking to yours, the more reputable sites linking to yours the better it will be perceived by Google and other search engines.
SEO is often split into two primary components, the first of which being on-page/on-site SEO. This is the practice of optimising elements directly on your website, in order to rank higher and in theory generate more, better quality traffic.
Off-page/off-site SEO refers to actions taken outside of your own website to impact your rankings within SERPs. For example; building backlink profiles, PR activities and improving domain authority and trust flow.
While many on-page and off-page factors attribute to the ranking of a web page within Google search results, everything ultimately ties back to relevance, trustworthiness and authority.
SEO for Tradesmen
Digital Marketing, in particular SEO, can be a huge driver of new business. Often at a lower cost than traditional advertising and marketing methods. Yet many tradespeople neglect Digital Marketing, despite the power it has to bring in local business.
By selecting a pool of high-value keywords, you can target niche audiences within your local area. For a keyword to be ‘high-value’ for your business, it’s all dependant on their relevance and search volume. For example, if you’re looking to attract plumbing clients within Northampton, you can create content, amend meta-data and apply other on-page optimisation techniques to give your site a better chance of ranking for those selected keywords.
Experts in SEO for Tradespeople
At Eighty Eight Digital, we’ve been lucky enough to help numerous tradespeople with their Digital Marketing and SEO efforts. If you’re struggling to make an impact digitally, give us a shout.