Author Archives: Nolen Walker

SEO for Roofers: (Exclusive Guide) | 15 Years of Experience ✅

SEO for roofers is an excellent way to grow a roofing business.

In the following guide, I’ll reveal the SEO strategies I’ve used over the past 15 years to help thousands of roofing companies generate millions of dollars in revenue through Google organic search traffic.

I will explain:

  • Why SEO is essential for roofing companies
  • How to find what your customers are searching for (the right way)
  • How to create content that ranks
  • Local SEO best practices
  • How software contributes to SEO performance
  • Why you should avoid advice from SEO “gurus”

And much more.

SEO for Roofers

Why Roofing SEO is Essential

Potential customers search Google for roofing services 7,393,490 times per month.

Roofing Search Volume Per Month

The great demand for roofing services creates an opportunity for local companies to capture new customers on search engines like Google.

SEO doesn’t replace door-knocking or word-of-mouth referrals but will help maximize its impact.

Unlike those traditional marketing methods, organic traffic from SEO delivers 24/7 leads to your roofing company.

What is Roofing SEO?

Roofing SEO is the process of creating website pages to rank for roofing-related search queries, bringing in new customers.

Unlike other experts, I use the term “queries” instead of “keywords” because over half of visitors to your website will use a search query that is undetectable to keyword research tools.

Think about what your customers might search for before they find your services, such as “roof leak in fort worth tx after storm.”

You can enter that string of words into popular keyword research tools like Semrush, Ahrefs, and even Google Search Console, and nothing will show up.

Each of your prospective customers will word their queries slightly differently, creating thousands of variations of a single user intent.

User intent is the searcher’s goal when searching Google (i.e., finding storm damage roof repair services in their area.)

SEO ensures that your website pages rank for all these terms to capture the highest possible percentage of your local customers.

SEO Ranking Factors

The seven confirmed ranking factors for traditional organic search results are:

  • Links
  • User Intent
  • Freshness
  • Mobile Experience
  • Page Speed 
  • Intrusive interstitials

However, at least 200 ranking factors determine where your website ranks for a query, most of which are unconfirmed by the search engine powerhouse.

If that weren’t enough to think about, Google changes its algorithm 12 times per day and 4,500 times per year.

The algorithm’s complexity is why most roofing companies invest in professional SEO services after reaching a specific revenue benchmark.

However, roofers must first understand the process itself to appreciate the value of SEO services.

Free SEO Consultation for Local Roofing Companies

What Do Roofing Customers Search For?

If you take one thing from this guide, let it be identifying what your customers are searching for.

In the SEO world, this process is called keyword research.

Unfortunately, the subject of keyword research for roofing websites breeds overwhelming misinformation.

Gurus will tell you to target keywords that appear on popular keyword research tools like Semrush and Ahrefs.

Unfortunately, these tools miss over 50% of queries that future customers will use to find your business.

As a result, following their advice will cost you at least half of your potential customers.

Step 1: Foundation Keywords

The tools mentioned above, Ahrefs and Semrush, are valuable for the first step of your keyword research: identifying your foundation keywords.

For most roofers, this will start with the phrase roofing + city name.

Examples of this include:

  • Roofing fort worth
  • Roofing dallas
  • Roofing houston
  • Roofing denver
  • Roofing orlando

Enter roofing + (your city name) into Semrush and sort by keyword volume.

Semrush data on "roofing fort worth"

Other foundation keywords will include:

  • Roof repair + city name
  • Roof installation + city name
  • Roof replacement + city name
  • Roof inspection + city name

Semrush data on "roof repair for wroth"

Step 2: Specialty Keywords

The exact services your roofing company offers vary by resources, size, location, etc.

For example, some roofers offer both residential and commercial roofing services, while others offer one or the other.

Similarly, some companies provide metal roofing, tile roofing, foam roofing, and other specific service types, while others don’t.

This is where your specialty keywords come into play.

First, write down all of your specific roofing services, something like:

  • Residential
  • Commercial
  • Emergency
  • Asphalt Shingle
  • Tile
  • Foam
  • Metal
  • Flat
  • TPO
  • EPDM

Next, you’ll want to enter the specialty + roofing keyword into Semrush.

DO NOT INCLUDE THE CITY NAME in this portion of your keyword research.

Semrush search volume for "metal roofing"

Once you record the national search volume for your keyword, use Semrush’s “select location” feature to estimate your city’s keyword volume.

Local Semrush volume for "metal roofing"

Remember, this is a general estimate; many terms will inaccurately show zero search volume.

That’s why you’ll want to look at both the national search volume, the local search volume, and the population of your city.

In the case of metal roofing, the three numbers are:

  • National volume: 49,500
  • Local volume: 110
  • Local population: 956,709

Looking at these numbers together, it’s easy to see that this is a great keyword opportunity for a Fort Worth-based roofing company.

The Keyword Handbook Research for Roofers

Free Keyword Research Workbook for Roofers (PDF)

Step 3: Hidden Keywords

Hidden keywords are terms you can’t officially research but still must account for.

These terms will represent over 50% of your organic SEO visitors.

How do I know this? I ran a comprehensive research case study based on 10+ years of Google Search Console data from over 1,000 roofing websites.

Ahrefs conducted a similar study and reached similar findings.

Typically, hidden terms are long-tail phrases (3 words or more), such as:

  • brava barrel shingle roofing repair fort worth
  • shingle roof repair after hail storm dallas
  • sbs polymer infused shingle houston

Tools like Ahrefs, Semrush, and Google Search Console can’t help you find these queries.

When you enter them into keyword research tools, they display a “N/A” search volume.

Semrush search volume for hidden term

Do you use a field service management app like Acculynx, JobNimbus, or Field360?

If so, your job data will store the specific services you offer.

Alternatively, you can use a tool like DataPins, NearbyNow, or GeoJuice to document your recent jobs directly on your website.

This step ensures your pages will rank for the thousands of hidden terms users search for.

How to Create Content That Ranks #1 on Google

There are multiple strategies roofers can use to create content that ranks #1 on Google.

  • You can create a page for each service (residential, commercial, metal, etc.)
  • You can also create a single page that ranks for multiple services. (more on this later)

Either way, your ability to rank #1 comes down to your website’s authority and optimization.

You have limited control over authority since your website gains trust over time through natural backlinks, customer reviews, and brand mentions.

However, you CAN control how you optimize your content.

SEO professionals refer to optimizing content as on-page SEO.

Common on-page SEO factors like title tags and meta descriptions are relatively well-known.

For example, your page about metal roofing services in Fort Worth should have the following:

Title: Metal Roofing Services in Fort Worth, TX | Company Name

Meta Description. Company Name offers top-notch metal roofing services in Fort Worth, TX. Our 60+ 5-star Google reviews demonstrate our commitment to professional metal roofing solutions for Fort Worth residents.

Pretty simple, right?

While titles and meta descriptions are fundamental to on-page SEO, lesser-known factors move the needle in rankings and conversions.


How would you feel if you picked up a book with a roofing title and opened the first page to find content about landscaping?

You would probably feel misled.

That’s exactly how Google users feel when they click on a misleading search result.

Google’s algorithm knows this, which is why it ranks relevant content.

To rank in the top 3 Google search results for roofing-related terms, you must create relevant content that meets a user’s intent.

Not only that, but the body content must be relevant to your title tag and meta description.

For example, a page titled Roofing Insurance Claims should detail the claims process from the point of view of a roofing professional with first-hand experience.

The content should answer common questions your customers ask about this process and cite real-world examples from your past.

When you can inject unique insights into your content (things that only you could know, you gain a significant ranking boost that your competitors cannot replicate.

Site Speed

Your page’s speed is a significant ranking factor because of its impact on user experience.

Head to Google PageSpeed Insights to test your page’s current speed.

Any score below 50 is a cause for concern.

If your pages consistently score low on desktop and mobile, you likely have a problem with your hosting server or image files.

Digital Branded Signaling

Over the past several years, Google has cracked down on content made for search engines rather than users.

They’ve released multiple iterations of their Helpful Content Update along with the March 2024 Core Update, all of which target content that lacks what I call “branded digital signaling.”

Google has its own term for this: EEAT or experience, expertise, authority, and trust.

Google has publicly stated that EEAT is NOT a ranking factor.

However, search quality raters, who are people Google hires to evaluate the performance of its algorithms, are trained to look for EEAT when grading pages.

When pages without sufficient EEAT rank well on Google, the following algorithm update aims to lower those rankings in favor of pages that better demonstrate those branded signals.

Tangible ways to improve your website’s EEAT include:

  • Awards
  • Badges
  • Licenses
  • Social Proof
  • Recent Projects
  • Check-ins or Pins
  • Reviews (Especially Google Reviews)
  • Original Images
  • Schema Markup

Post Helpful Content Update Checklist for Roofers

Post Helpful Content Update Checklist for Roofers (PDF)

Local SEO Best Practices for Roofing Companies

As a local roofing company, your Local SEO strategy is crucial to maximizing customer acquisition.

The on-page SEO factors mentioned above also apply to local SEO, but you must consider multiple other components at the local level.

The most significant local ranking factor is your Google Business Profile.

A Google Business Profile (formerly Google My Business) is a verified local listing for your roofing company through Google’s business database.

A verified Google Business Profile is eligible to rank on Google Maps and Google’s Local Map-Pack (sometimes called the 3-pack).

Helping roofers claim their Google Business Profile is one of the first things I do with my clients, as it sets the stage for the rest of your Local SEO strategy.

After claiming and verifying your Google Business Profile, you can optimize your listing by ensuring it contains accurate information.

Pay particularly close attention to the “website” field of your profile.

Your official website must be connected to your Google Business Profile because it powers the SEO for your listing.

I encourage roofing companies to upload unique photos of their staff, equipment, and recent projects directly to their business profile.

Roofing Google Business Profile Website Field

Requesting Google Reviews

Ranking on Google’s Map-Pack requires consistently acquiring customer reviews.

I recommend using software to automate customer review requests through email and text messaging.

Including an on-page HTML widget showcasing Google reviews directly on your website is also a helpful action to take

You can expect your rankings and conversions to increase simultaneously as you increase reviews.

Google Business Address

The top Google Maps ranking factor is proximity, something some roofers don’t like to hear.

If your address is on the outskirts of your primary city, you will lose traffic to competitors on Google Maps.

You can still rank for your city in traditional (organic) search results but will not rank in the map 3-pack.

The only way to overcome this is to physically move your business to a better location.

Target offices in the center of your target city, which typically leads to higher Google Maps rankings.

City / Location Pages

The strategy of producing individual pages for each city or location in your service area has been around for decades.

While it can work when properly implemented, it can also penalize your website, especially in light of the recent Helpful Content Updates.

It all depends on HOW you create city pages.

For example, a 100% unique city page that talks directly to consumers in that location while showcasing jobs and reviews from other customers will perform well on search.

Conversely, mass-produced city pages that swap out the city names but nothing else are likely to cause a penalty for your entire website.

In Google’s eyes, these are called doorway pages, meaning they are “bait” used to get users to your website without offering unique value.

So next time someone asks whether city pages are considered “best practices” for Local SEO, the answer is: It depends on how they are created.

City Page Template for Roofers

City Page Template for Roofers (PDF)

How Software Contributes to SEO Performance

I’ve run my SEO agency for 15 years and constantly seek ways to help my clients’ performance.

About five years ago, I invested millions into developing a software tool called DataPins.

It’s even been featured in Contractor Magazine.

In response to recent Google Algorithm Updates and the challenges they present to service area businesses like roofing companies, I created a tool specifically to improve SEO for roofers.

DataPins allows roofers to tag each of their roofing jobs and projects to their website as a pin.

Each pin includes unique photos, job descriptions, geo-coordinates, and schema markup.

The software’s user-friendly dashboard enables contractors and their staff to tag various pins on specific website pages.

For example, a TPO roof repair in Dallas can be tagged to your TPO roofing service page AND your Dallas location page.

Now, each of your web pages demonstrates the coveted social proof that Google values in its modern algorithm.

The tool also includes reputation management features such as review requests and on-site review widgets.

My software is not the only tool that can help roofers improve their search engine performance.

Tools like Link Whisper and WPRocket also help “move the needle.”

Get a DataPins Demo Today

Avoiding SEO Guru Advice

Because of the nature of the internet, self-proclaimed gurus can rank for terms like “roofing SEO” by providing advice based not on first-hand experience running an SEO agency for roofers but simply on having a reputable “name.”

I urge roofers to exercise skepticism when reading or listening to these gurus, many of whom mean well but don’t have extensive experience running an agency.

They take on clients occasionally and sell courses, but they don’t have longevity and proven results to support their claims.

Examples of advice from “gurus” include:

  • Only target roofing keywords from Ahrefs and Semrush
  • You will capture 30% of organic clicks by ranking #1 for roofing + city
  • Build “topical authority” through linkable blog posts
  • Purchase backlinks

These arguments present falsehoods and mistruths that can harm a roofer’s SEO presence over time.

For example, creating blog posts can lead to vanity traffic to your website but a lower conversion rate.

In addition, blog posts can create keyword cannibalization and trigger an algorithmic Google penalty.

The concept that you can only become an authority on metal roofing, for example, by creating multiple blog posts about metal roofing, is false.

A better way to create authority on a particular service is to showcase a recent metal roofing job your company performed in your target city.

This is actual data that helps prospective customers have a good user experience rather than an aimless blog post that exists only to trick search engines and attract backlinks.

Showcasing recent jobs can also help you rank for multiple services on a single page, especially for niche services like metal barn roof installation.


I hope my guide helps roofing professionals better understand SEO so they can make informed decisions on investing their resources going forward.

While SEO for roofers can be complex, its fundamentals are easy to understand.

My agency has been working with roofing companies for over 15 years, and I’ve learned a lot during that time.

My insights on content creation, Local SEO, and software are all rooted in first-hand experience with actual roofing companies.

Please reach out to me directly if you have further questions regarding my process or how it applies to your unique scenario.

Nolen Walker

Author: Nolen Walker

Nolen Walker is an SEO entrepreneur with 15+ years of first-hand experience working with roofing professionals. He is the founder of DataPins, Field360, and Roofing Webmasters and author of A Complete SEO Guide for the Roofing Small Business Owner. Nolen also hosts The Roofing SEO Podcast and Roofer’s Paradise podcast on Spotify.

Irrigation SEO: The #1 Guide for Sprinkler Repair Contractors

Irrigation SEO (Blog Cover)

Hey there, I’m Nolen Walker, an SEO entrepreneur who owns multiple digital marketing agencies and a software company. I got my start in the SEO industry, helping irrigation contractors rank on Google search results and drive more leads to their businesses.

Key Takeaway

Much has changed in my 15+ years in the digital marketing industry, but the goal of driving qualified leads to your business website remains essential. The process of getting there is a lot different than it was ten years ago, but it remains attainable when consistently utilizing the proper techniques.

My irrigation SEO guide is designed to help sprinkler repair contractors avoid costly mishaps and achieve online visibility as quickly and affordably as possible in 2024.

SEO as a Marketing Channel for Irrigation Companies

Those of us in the digital marketing industry tend to overcomplicate SEO. As a business owner, you care less about the process of ranking than the results it drives in the form of leads, sales, and customers.

That’s why I encourage my irrigation clients to view SEO as a marketing channel rather than a process.

Like other marketing channels, PPC, Facebook Ads, and print advertising, SEO works out well for some businesses but not others.

There are many reasons why SEO doesn’t work for some sprinkler repair companies, and they have led some business owners to give up on SEO entirely.

There are many reasons why SEO doesn’t work for some sprinkler repair companies, and they have led some business owners to give up on SEO entirely.

I fully understand your frustrations with the industry, as paying a large monthly retainer for subpar results is discouraging and problematic.

I aim to enlighten you on how some companies succeed with SEO and how you can emulate their strategies to achieve similar results.

SEO Quick Wins for Irrigation Professionals

Startup irrigation companies may be unable to afford the $500-$2,000 monthly cost of professional SEO services. However, you can manually perform several SEO tasks to drive your business free leads. I will outline them below.

Google Business Profile

Every legitimate business can claim and optimize their Google Business Profile for free. Verified listings are eligible to rank on Google’s Map 3-Pack, which can result in 100% free leads for your business.

Remember that listings without reviews or a connected website tend to rank much lower in search results. However, other variables also influence Google Maps visibility, including your business’s location and the searcher’s proximity.

Pro Tip: Follow This Google Help Document to Create Your Google Business Profile

Directory Listings

Most businesses pay a service provider to claim and optimize their citations across various directories. However, many are unaware that you can perform this process yourself, free of charge.

You can delegate this task to your office manager or intern, but be mindful that it is time-consuming. If you want to focus on a few directories initially, consider Yelp, Better Business Bearua, and Apple Maps.

Pro Tip: Watch This YouTube Video to Create a Free Yelp Listing

Social Media

Another SEO-friendly task you can perform manually is creating social media profiles and pages for your business. You should start with Facebook, Instagram, YouTube, and LinkedIn, allowing businesses to create an official page, profile, or channel.

Creating social profiles is worthwhile even if you don’t yet have content to share. By establishing your brand on these major platforms, you begin to send social signals to search engines like Google, which will serve you well as your campaign expands in the future.

Pro Tip: Follow This Google Help Document to Create a Business YouTube Channel

Expanding Your Reach With Professional SEO Services

After performing the fundamental SEO tasks mentioned above, most businesses will ultimately hit a glass ceiling regarding visibility and lead generation.

At this point, you can choose to level up with professional SEO services. However, it’s important to mention that this is the stage at which most business owners encounter their first mishaps in the oversaturated SEO industry.

Whether you choose an inexperienced SEO consultant who means well but lacks the expertise to drive results or an intentionally malicious agency that locks you into a long-term contract, the experience results in an increased skepticism of SEO as a process, industry, and marketing channel.

Vetting The SEO Agency Before Hiring Them

I cannot stress enough the importance of vetting an SEO agency before hiring them. Search for their brand name on Google, read their Google Business Profile reviews, and set up an introductory consultation with the agency owner before making any commitments.

Be skeptical of agencies that cold call your business or target you with Facebook ads. While there are exceptions, these practices are typically associated with the most dishonest agencies in the industry.

SEO Techniques Used By The Best Agencies

I’ve been running multiple digital marketing agencies for over 15 years, and I’ve been in contact with thousands of business owners about their agency experiences. I can tell you first-hand the techniques utilized by SEO agencies that consistently deliver results for their clients. I will outline these below:

Quality Content Over Quantity

The most obvious commonality among successful SEO agencies is that they don’t overproduce content on their clients’ websites. Google’s recent updates, including the Helpful Content Update and the March 2024 Core Update, have dropped the hammer on websites mass-publishing low-quality content.

99% of blog posts created on small business websites are unhelpful. However, too many agencies continue to include these posts within their services because they are considered a “deliverable” item, meaning they are tangible and acknowledged by their clients.

Don’t fall for this trap in 2024, as these posts will harm your website instead of helping it rank on Google Search. Content itself is not inherently bad, but the type of content traditionally created for irrigation websites is among the lowest quality on the web.


The best SEO agencies have a differentiating factor, typically a piece of software that assists their clients. This can take the form of lead generation, lead nurturing, or client relationship management. In my case, it comes with a piece of software I invested millions in, DataPins.

My DataPins software separates my agencies from others in the industry because it was designed based on 15+ years of first-hand experience performing digital marketing services for local contractors. The software generates and consolidates digital branded signals like E-E-A-T and schema markup for SEO.

The traditional tasks associated with SEO agencies are now obsolete in 2024. Services that do not include software are unlikely to keep pace with agencies that have invested their resources in client-specific tools.

Month-to-Month Agreements

On the payment side of things, most of the successful SEO agencies offer month-to-month agreements because their services actually deliver results. The only agencies that force their clients into 6-month or longer contracts are those that know their services don’t work.

Typically, agencies that offer long-term agreements are very fond of PPC (Google Ads) as it ropes the irrigation contractor into multiple payment streams that fatten the pockets of the country’s most arrogant gurus. I’ve heard from far too many contractors who’ve lived through this nightmare.

I advise every local company to avoid any agreement longer than month-to-month, so the onus remains on the agency to consistently deliver positive results to your business.

Advanced SEO Concepts You May or May Not Want to Know

At the beginning of this guide, I noted that the outcome of an SEO campaign is more important than the process. Some business owners are rightfully focused on lead generation, not the process that makes that possible.

However, some business owners like to know all the details of the process, which I outline below.

Technical SEO

Technical SEO is the groundwork for an optimized website. Things like XML sitemaps, URL structure, SSL certificates, and site speed optimization are all technical components of search engine optimization.

Properly implementing technical SEO requires decades of experience from industry professionals, which is why an experienced agency is critical for a sustainable digital marketing campaign.

On-Page SEO

On-page SEO gets into the nitty gritty of SEO work, including meta tags, title tags, meta descriptions, internal linking, and text formatting. The implementations of these tasks are often nuanced and based on custom research combined with experience and expertise.

Novice SEO professionals often overlook the minutia of properly naming image files and inserting relevant alt text, which breeds long-term resentment from their underperforming clients.

Keyword Research

Keyword research involves using tools like Moz and SEMRush to identify the best terms and phrases for a local SEO strategy. For irrigation contractors, terms often focus on sprinkler repair and irrigation services.

Unfortunately, properly using keyword research tools requires decades of experience, as the search volumes and other estimates are often inaccurate and lack the proper context of an SEO strategy.

For example, location-specific terms like sprinkler repair seattle may not register volume on such tools but will absolutely drive visitors to a local irrigation website.

Sprinkler Repair Keywords Moz

Source: Moz

Integrated Reputation Management

Most business owners know the importance of online reviews and how they influence consumer behavior. Fewer know about how reputation management integrates with SEO for a cohesive digital brand in 2024.

Generating reviews is insufficient if customers never view them, and increasing visibility without customer feedback is equally limiting. Showcasing recent reviews on your business website (through an HTML slider) is one example of this type of integration.

Link Building

Link building is the most challenging component of an SEO strategy because of the misinformation surrounding it. While links are a ranking factor in Google search results, not all links hold SEO value. Furthermore, many link-building processes violate Google’s spam guidelines and can be penalized.

The only links worth pursuing are those that are relevant to your business. Typically, these link opportunities manifest through real-life networking and relationships that reflect your businesses’ standing in your community.

For example, joining your local chamber of commerce or sponsoring a Little League team in your services area can garner highly valuable website backlinks. Conversely, paying a website owner to guest post on their sports blog wastes time and money.

Moving Forward With SEO for Irrigation Companies

I hope this guide helps you make good decisions about your digital marketing campaigns in 2024. I’ve outlined multiple free SEO tasks you can complete without the help of an agency or consultant.

For irrigation contractors looking to expand their organic reach to a higher level, investing in professional services can help.

You can contact me to discuss my SEO process and how my agency can assist you with ranking your irrigation company higher on Google Search and Google Maps.

SEO for Plumbers (Tested Formula) | Used in 1,000+ Campaigns

SEO for plumbers can greatly impact your business growth, lead generation, and revenue.

The formula I outline below has been used on over 1,000 SEO campaigns for professional plumbing companies over the past 15+ years.

The formula reveals:

  • Why plumbers need SEO
  • Terms and phrases customers use to find plumbers online
  • What type of content drives leads
  • The difference between Local SEO and regular SEO
  • Which software plumbers are using to boost SEO
  • How to identify SEO misinformation

And much more – all based on 15+ years of first-hand experience as an SEO agency owner!

SEO for Plumbers

Why Plumbers Need SEO

People search for plumbing and plumber-related queries 11,271,710 per month.

Screenshot of Semrush search volume for "plumbing"

This ongoing demand for plumbing services creates a valuable lead source for service providers.

While SEO won’t replace every aspect of your marketing campaign, it will enhance other promotional endeavors, like branding, advertising, and word-of-mouth referrals.

And what separates SEO is that it works non-stop every minute of every day.

What is SEO for Plumbers?

SEO for plumbers is the action of creating and editing website pages (or business listings) to rank for relevant search terms on Google and other search engines.

In other SEO guides, all search terms are called “keywords.”

I have a different mindset for this part of the process because not all search terms are actually “keywords.”

In fact, my 15+ years of SEO campaign data reveal that over 50% of all organic website clicks come from search terms that do NOT register search volume on third-party keyword research tools like Ahrefs and Semrush.

As a plumber, you can relate to this, as each of your customers talks a little bit differently.

That’s also how they search on Google.

One customer might search for “no hot water low water pressure fort worth” while another might search for “plumber near me for rheem water heater.”

An effective SEO formula accounts for all of these terms and phrases to capture all your potential customers.

Google Ranking Factors

There are seven confirmed ranking factors which are:

  • Backlinks
  • User Intent
  • Freshness (update frequency)
  • HTTPS (secure website)
  • Mobile Experience
  • Page Speed 
  • Intrusive interstitials

Most Google ranking factors are unconfirmed, but we are sure there are at least 200. 

The tricky part is that these factors are weighted, and their weights can shift up to 12 times per day.

In some cases, factors are removed from the algorithm and replaced with new ones.

Since none of these changes are made public (aside from some non-specific guidance), plumbers often invest in professional SEO services to help them navigate the murkiness.

While outsourcing SEO to an expert makes sense, you should still understand how SEO works to make the best decisions for your plumbing business in the future.

Free SEO Consultation for Local Plumbing Companies

How Consumers Find Plumbers on Google

Consumers enter a term or phrase into Google and click “search,” which prompts the search engine to deliver a series of results, including business listings and website links.

The study of which terms and phrases your target customers are searching for is called keyword research.

There is only one problem: over half of these terms and phrases are “hidden” from keyword research tools like Semrush and Ahrefs and don’t appear within your Google Search Console data.

That’s where most SEO guides lead plumbers astray, as focusing strictly on “keywords” will cost you more than half of your prospective clients.

Foundation Keywords

While tools like Ahrefs and Semruh don’t capture all of your customers’ queries, they are still valuable in identifying what I call foundation keywords.

Foundation keywords are usually straightforward terms or phrases, such as plumber, plumber near me, plumbing repair, etc., that combine the city or location.

For most companies, they look something like this:

  • Plumbing dallas
  • Plumber houston
  • Plumbing miami
  • Plumber seattle
  • Plumbing fort worth

You can look up the estimated search volume of your target keyword using Semrush.

Enter plumbing + (your city name) into Semrush and sort by volume.

Screenshot of Semrush search volume for "Plumbing Dallas"

Examples of other foundation keywords include:

  • Plumbing repair dallas
  • Plumbing company houston
  • Plumbing maintenance miami
  • Plumbing inspection seattle
  • Plumbing replacement fort worth

Screenshot of Semrush search volume for "plumbing repair dallas"

Specialty Keywords

Prospective customers with a specific plumbing-related need will use more granular terms in their searches.

As a plumbing company, your services vary by location, resources, and demand.

For instance, some plumbers focus strictly on drain cleaning or water heater repair, while more traditional companies offer a range of services from leak detection to pipe repair.

The uniqueness of your services is where specialty keywords emerge.

The first step is to list each service your company offers manually:

  • Residential Plumbing
  • Commercial Plumbing
  • Emergency Plumbing
  • Drain Cleaning
  • Sewer Line Repair
  • Water Heater Installation
  • Leak Detection
  • Pipe Repair
  • Hydro Jetting

Next, use Semrush to measure the volume of your specialty keywords.

In this case, you DO NOT want to include the location in your keyword.

Screenshot of Semrush search volume for "sewer line repair"

Semrush is a feature that allows you to “select location,” which provides an estimate of that term in your city.

Local Semrush Volume Sewer Line Repair

You should not rely solely on this number. You should also monitor the national volume for the term, which can better indicate its popularity.

Another factor to consider is your city’s estimated population, as it will also help you determine how valuable a given keyword is in your location.

For instance, the phrase “sewer line repair” shows the following numbers:

  • National volume: 5,400
  • Local volume: 140
  • Local population: 500,000

Combined, these numbers make it clear that sewer line repair is a high-opportunity keyword for a Dallas-based plumbing company.

Hidden Keywords

Although you can’t research hidden terms on keyword research tools, you still must account for them in your SEO strategy.

Hidden terms account for over half of all your organic website visitors.

You might wonder how I know this.

I compiled a comprehensive research case study based on 1,000+ plumbing SEO campaigns using Google Search Console data.

Other studies on this matter, like one conducted by Ahrefs, have reached similar conclusions.

Generally, hidden terms are three words or longer, sometimes called long-tail queries.

Examples of long-tail queries are:

  • emergency drain cleaning service round rock
  • rinnai tankless water heater installation san antonio
  • residential trenchless sewer repair burbank

As much credit as the SEO industry gives to tools like Ahrefs, Semrush, and Google Search Console, none of these tools will capture hidden terms.

You can corroborate this yourself by entering one into Semrush.

The tool will display “N/A” as the search volume.

Semrush search volume for hidden term

So, how do you account for these terms?

One way is to utilize job data from your field management app, such as ServiceTitan, Housecall Pro, or Jobber.

When used properly, these apps store your job history, which you can transfer to a Google Sheets spreadsheet to find trends related to potential hidden terms.

If you seek a more SEO-specific solution, you can use DataPins, NearbyNow, or GeoJuice to directly tag your recent plumbing jobs (and their locations) on your website.

SEO Content for Plumbers That Drives Leads

For keywords to rank on Google search, you must create content that targets them.

However, ranking on Google is not your only objective when creating content; it is also to drive leads.

I notice many plumbers creating hundreds or even thousands of blog posts on their website, thinking that “content is king.”

This is a HORRIBLE strategy and one I strictly forbid within my SEO formula.

Instead, a focus on helping plumbing companies create SEO-driven content that drives real customers to their services.

Using my SEO formula, I will give you an example of what a page might look like.

Title: Hydro Jetting Services in Fort Worth, TX | Company Name

Meta Description. Company Name offers skilled hydro jetting services in Fort Worth, TX. Our 100+ 5-star Google reviews demonstrate our commitment to professional hydro jetting solutions for Fort Worth homeowners.

It’s pretty straightforward, and that’s because it works.

Next, I will outline other aspects of SEO-driven content that are more complex than titles and descriptions.


Google’s recent March 2024 Core update placed a greater emphasis on content that demonstrates E-E-A-T.

E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness.

Although E-E-A-T is not the name of a Google ranking factor, the concept of E-E-A-T influences rankings.

How do I know this?

Google hires search quality raters to grade existing website pages and determine the effectiveness of its current algorithm.

In other words, when a page ranking fails to demonstrate E-E-A-T, a search quality rater will flag it, and Google will work to adjust its algorithm to produce rankings that fit its standards.

Plumbers can demonstrate E-E-A-T on their website in various ways, including:

  • Awards badges
  • Recent jobs
  • Unique photos
  • Credentials
  • Plumbing license number
  • Schema markup
  • And more

E-E-A-T Checklist for Plumbers

Free E-E-A-T Checklist for Plumbers (PDF)

User Intent

User intent is a confirmed Google ranking factor, and plumbing companies must create content that meets user intent.

First, you must understand what user intent is.

User intent is how effectively a search result matches the searcher’s goal.

For example, if a homeowner searches for emergency plumbing repair fort worth, it’s clear that they are seeking immediate services.

This type of intent is known as commercial intent, as the user is prepared to book a service.

Commercial User Intent in Semrush

Another user might search for what causes pinhole leaks in copper plumbing, which is an informational user intent.

In this case, the user is merely seeking information about the cause of a leak but is not yet prepared to choose a repair service.

Informational User Intent in Semrush

Another Googler might search for Bob’s Plumbing Pros Fort Worth, a brand name that signifies navigational intent.

A navigational intent means the user seeks a specific brand, website, or page.

Navigational User Intent in Semrush

Effective SEO content for plumbers primarily targets commercial intent.

For example, writing a comprehensive service page about hydrojetting that showcases recent jobs and details the specifics of your service meets your target customer’s intent.

Of course, your website will naturally garner navigational intent as your brand name becomes more popular over time.

However, your content should rarely, if ever, target informational intent.

Plumbing content that goes for informational intent is typically in the form of a blog post.

Mainly, informational content attracts vanity traffic that does not convert into customers.

However, when done in excess, it can also trigger a penalty and prompt Google to attach a negative classifier to your plumbing website based on its Helpful Content Update.

Goal Completion

The final element of great SEO content for plumbing companies is a focus on goal completion.

We know that Google measures on-site user metrics for SEO purposes.

This was revealed in Google’s recent antitrust case.

In the context of a local plumbing company, the best user signal is goal completions.

That’s why you want your content to lead the visitor to a specific goal.

It can be a book-a-service button, a click-to-call phone number, or a simple contact form.

In each case, you’ll want to structure your content to drive visitors to complete one of these goals.

This will maximize your site’s lead generation and generate positive user signals, ultimately increasing rankings.

Local SEO vs. Regular SEO for Plumbers

Local SEO differs from regular SEO, but don’t worry; it’s much easier.

The first difference is that you target local keywords and terms that are less competitive.

As a result, it’s easier to rank for terms that will quickly drive traffic and leads to your website.

The second difference is that about 40% of Local SEO traffic comes from Google Maps and the Google Map 3-Pack.

Ranking in this part of Google search requires claiming your Google Business Profile (formerly known as Google My Business)

While Google Maps rankings are based on a separate algorithm, it still accounts for your website’s optimization.

Each Google Business Profile includes a “website” field where plumbers can insert URLs.

Plumbing Google Business Profile Website Field

Google Maps ranking factors are distance, relevance, and prominence.


The distance factor measures the distance of the searcher’s location from your business’s location – which you verify when claiming your Google Business Profile.

You cannot influence the distance factor unless you actually move your business to a new location.

For plumbing companies on the outskirts of cities, considering a business move for SEO purposes is certainly an option.


The relevance factor accounts for your Google Business Category (i.e., plumber), business name (i.e., Jim’s Plumbing Experts), and other services listed on your profile and website.

Because your website plays a role, you can influence the relevance factor by showcasing your recent jobs and various services on your website.

For companies considering a name change, including the term plumbing within your LLC can also boost its relevance.


The last factor is prominence, which accounts for reviews, years in business, and the popularity of your brand.

For example, nationally recognized plumbing companies like roto-rooter have a built-in prominence associated with their brand.

You can influence your own company’s prominence by requesting customer reviews.

Localized Organic Results

While Google Maps garners about 40% of local search results, the other 60% comes from traditional organic results.

Plumbing websites can create city pages to rank for locations within their service areas.

However, city pages can also damage your SEO if used improperly.

In some cases, city pages violate Google guidelines by serving as something called a doorway page.

A doorway page exists to funnel users into your website under false pretenses.

An example is mass-producing 500 city pages using ChatGPT to change wording.

Google is much smarter than spammers so they will flag your content as thin.

Ultimately, you will destroy your entire SEO campaign with such a tactic.

Conversely, unique city pages that showcase jobs within that location are perfectly within Google’s guidelines and will rank on Google search in most cases.

Local SEO Affirmations for Plumbers

Local SEO Affirmations for Plumbers (PDF)

Using Software to Enhance Plumbing SEO

Some software tools can increase search rankings for plumbing companies.

DataPins, NearbyNow, and GeoJuice, are all options for showcasing recent plumbing jobs on your website.

I am partial to DataPins, which I invested millions in to develop for local plumbers.

DataPins differs from other tools because it allows plumbers to tag jobs to specific service pages.

For example, if you perform a pipe leak repair in Denver, Colorado, you can tag the job on your pipe leak repair service page and your Denver, CO city page.

Each job is converted into a pin containing schema markup, geo-coordinates, mini-maps, unique photos, and a job description.

Other software tools I recommend are Link Whisper for internal linking and WPRocket for speeding up your site speed.

Avoiding SEO Misinformation

In the social media age, anyone can promote themselves as an SEO expert.

That’s why SEO-related misinformation is at an all-time high.

It’s coming from Instagram reels, YouTube shorts, and even blog posts.

The problem is that people who’ve never run an agency consider themselves SEO gurus.

In some cases, it’s malicious, but in other cases, these people actually think they are helping local plumbers.

Plumbers must learn how to identify misinformation regardless of the person’s intent.

The first question is whether they have ever run an SEO agency.

If the answer is no, their tactics are rooted in speculation, not practice.

Other examples of SEO misinformation include:

  • You can find all your plumbing keywords on Semrush and Ahrefs
  • Ranking #1 for plumber + city garners 30% of all clicks
  • All blog posts help other pages rank because of “topical authority.”
  • Buying backlinks does not violate Google’s guidelines

If you were to listen to these myths, you would immediately lose over half of your prospective customers at best and potentially cause a permanent penalty on your website at worst.

It is not to disparage all SEO advice, as some of it is sound and rooted in testing and data.

I urge you to review the author’s presented credentials and research whether or not they’ve ever run an agency with more than 20 clients.


While some SEO components are confusing, this guide aims to simplify them so that readers can understand.

When you target the correct terms, create relevant content, and optimize your Google Business Profile, you are already defeating 90% of your competitors.

My SEO for plumbers formula is based on first-hand experience with 1,000+ plumbing campaigns.

My agency has been working with plumbers for over 15 years, and I’ve helped many of them generate millions in revenue.

If you have questions about my process or how it can apply to your campaign, call me directly.

Nolen Walker

Author: Nolen Walker

Nolen Walker is an SEO entrepreneur with 15+ years of first-hand experience working with plumbing professionals. He is the founder of DataPins and Plumbing Webmasters and author of A Complete SEO Guide for the Plumbing Small Business Owner. Nolen also hosts The Plumbing SEO Podcast and The Nolen Walker Podcast.

Top 46 Best SEO Keywords for Churches

Church SEO Keywords Cover

What are Church SEO Keywords?

Chruch SEO keywords, sometimes known as church marketing keywords, are common terms or phrases that users search for on Google. When enough people search for the same term or phrase it becomes known as a keyword. You can measure the volume of these terms through tools like MOZ Keyword Explorer and SEMRush. Some keywords are more competitive than others, and therefore more difficult to rank for.

Why Keywords Matter for Church Marketing

Church SEO keywords can work wonders for the growth of your congregation. SEO is a modern tool that a lot of preachers, ministers, pastors, and clerical organizations have been a bit slow to adopt. But no matter how you prefer to do things it is an undeniable fact that SEO and digital marketing, in general, are becoming essential to congregation growth. Church Leadership lays it out in plain English. There are 4,000 churches that close their doors every year and only 1,000 that take their place. And one of the things that churches that close down fail to do is utilize digital marketing.

The churches that are thriving are those that are adopting modern outreach methods. One of the most important of these techniques is SEO for churches and digital marketing. SEO (search engine optimization) is what makes your website visible to people who search on Google and other search engines. 

And more and more people are relying on online search results to help them find local services – including church services. It is estimated that Google alone gets 30,000 search queries a month that are related to local churches, church services, and even online church services. And that number is expected to grow as the digital age marches on with ever-increasing vigor.

So how can you leverage this trend to reach more people and expand your congregation? One of the most effective and essential SEO tools are SEO keywords. Here at Nolen Walker, we have taken the liberty of researching and listing the best church SEO keywords. We offer digital marketing and SEO services for a wide variety of niches including churches and religious organizations. Take a look at this definitive list of the best church SEO keywords that you could be using to grow your church right now.

Church SEO Keywords

  1. church near me
  2. church near me now
  3. church near me open now
  4. church near me catholic
  5. church near me Christian
  6. churches near me
  7. churches near me now
  8. best churches near me
  9. contemporary christian churches near me
  10. church services near me
  11. find a church
  12. protestant churches near me
  13. christian churches near me
  14. evangelical church near me
  15. bible based church
  16. protestant church near me
  17. church near me hours
  18. open churches near me
  19. american church near me
  20. cool churches near me
  21. christian church near me
  22. best church near me
  23. good churches near me
  24. church service near me
  25. contemporary church near me
  26. bible churches near me
  27. new churches near me
  28. community church near me
  29. late church services near me
  30. churches near here
  31. baptist church near me
  32. non denominational church near me
  33. contemporary church services near me
  34. church open near me
  35. house churches near me
  36. churches in my area
  37. born again church near me
  38. churches near my location
  39. small churches near me
  40. modern churches near me
  41. churches near me with evening services
  42. bible based church near me
  43. local churches
  44. evangelical churches near me
  45. black churches near me
  46. catholic church near me

Making Sense of Church Marketing Keyword Terms

As you can see, there are some church SEO keywords that are used a lot more often than others. And what you should also take note of is that most of these keywords end with “near me.” Churches are a local service so naturally, people want to find a church they love that is close to where they live.

Another reason the “near me” tag is so widely used is because people who travel for work often look for church services to attend while they are on the road. So you must include keywords like this in the copy of your church’s website. Utilize longform keywords that include a “city, state” tag at the end to specify your church’s location as well. Using the above keywords will get more eyes on your church and more people through your doors.

How Nolen Walker Can Help Optimize Your Congregation

At Nolen Walker, our digital marketing services are among the best in the United States. We have over 250 clients who trust us to expand their online presence and help them generate clicks through organic search results. Our methods are tested and proven, and we are always on the hunt for new information. Not only do we help organizations optimize on traditional organic search results, but also on the Local Map 3-Pack. For phrases like “churches near me” the Map Pack can be very effective.

Call Nolen Walker at 866-356-8198 to Learn More about SEO