Calling all landscapers: are you doing things the old-fashioned way? There’s nothing wrong with word of mouth referrals, local newspaper ads, and truck wraps, but there is so much more opportunity out there.
It would help if you were complimenting your grassroots marketing campaigns with SEO or Search Engine Optimization. SEO allows your business to be seen by more people who use search engines to find local businesses and services.
And the numbers don’t lie. At least one market study has revealed that 4in every five people use a search engine to find local businesses and home services. And the great thing about SEO is that you can use it to boost sales for specific services or specialties.
For landscapers, irrigation SEO can be instrumental in particular. Everyone needs irrigation services at one point or another, so will your company be the one they hire when the time comes? Find out how to boost your irrigation SEO rankings in the following guide we’ve composed just for landscapers.
Emphasize Local SEO
Your landscaping business may be many things. But at the end of the day, it is at its core a local business. You most likely run a very personal, face-to-face business that caters to the residents’ and business owners’ needs.
People in your town probably know you and your crew on a first-name basis. So your foray into SEO should have a very local bent. Start by registering your business with Google My Business. GMB will help you break into the local three map pack and let people know that you offer their area services.
You are also going to want to register on Houzz and Angie’s List in your area. Both of these sites offer excellent opportunities to customize your profile based on the areas that you service. And they are specifically for home service contractors like you.
On the more technical side, you should utilize schema markup on your company’s website as well. Local schema markup will make it easier for search engines to index your site based on searches with local intent.
For example, if someone searches “irrigation landscapers near me,” local schema markup will signal to search engines that you do offer irrigation services in the area of the person that performed that search (if you are actually in that area, of course).
These days, people get their information through blog content, videos, and social media posts (for better or worse). Information about local services and businesses show up on each vertical. So let’s say someone wants to know the benefits of installing a new sprinkler system for their garden.
They might search what we in the industry call a “research intention” search. In other words, they may not be ready to spend money on new sprinklers just yet, but they want to know more about them.
On the other hand, we have buyer intent searches representing people conducting a search engine query to find a product to buy or a business to work with/hire. An example of a buying intent search may be “affordable landscapers near me.”
But whether a person is ready to buy or wants more info, you should have content available on your website, on YouTube, or on your social media pages prepared to inform or convert them.
Create blogs that answer common questions about irrigation, upload videos that help people maintain their yards, and post stories to Facebook and Instagram that have anything to do with landscaping.
These days, online reviews are an essential commodity for any business. People rely on online reviews as much as they do word of mouth referrals. So be sure your company is listed with Yelp, the Better Business Bureau, and other public review websites, so people have the opportunity to tell other consumers about your business.
Be sure you and your staff are requesting reviews. And make it easy for them to leave reviews. Consider having QR codes printed on your business cards that lead to a review page. Include a link in any emails you send out that also leads to your review pages.
Just the Beginning
Of course, there is a lot more to SEO than what’s listed here. Still, this would be a good start whether you already have an SEO strategy in place or not. And for irrigation SEO ranking dominance, be sure to contact us here at Nolen Walker. We can help your landscaping business earn new customers through tried and true digital marketing strategies, so get in touch with our team today.
Plumber SEO is the practice of optimizing web assets to rank on Google search. Ultimately, the goal of SEO is to generate qualified plumbing leads within your service area. Compared to other marketing tactics like paid advertising and email blasts, SEO provides the best ROI by almost any measure.
Plumber SEO in 2021
Very shortly, we are going to be rounding the corner of a challenging and unprecedented year. 2020 brought unheard-of challenges to many industries, and businesses had to find ways to adapt. The home service industry is one such industry.
As a plumber operating in 2020, you probably had to implement new safety policies to keep your head above water in these trying times and hang on to customers. The good thing for plumbers is that plumbing is an essential service.
People can’t simply sit idly by while their kitchen sinks spew like Old Faithful. But it has still been tough. And if you operate a small plumbing business, you probably felt the squeeze of 2020 pretty strongly.
That’s because the plumbing space is already plenty competitive. Whether you are in a large or small market, you are probably competing with at least a handful of contractors offering similar services to the same clientele.
So how do you stand out in rugged terrain? The answer is plumber SEO. In 2020, SEO showed that it was still a relevant form of digital marketing. Because in 2020, search engines were still the go-to for online consumers, with 68% of them beginning their purchasing journey on a search engine.
The bottom line is that as long as search engines are still relevant, search engine optimization (SEO) will always be appropriate. And the simple truth is that less than 1% of searchers will even venture onto the second page of a search engine results page when looking for goods and services.
In 2021, you will still need to show up near the top of the first page to have any hope of success. So to start the new year off on the right foot and give your business the best chance to do better than it did in 2020, take a look at these plumber SEO tips.
Mobile SEO for Plumbers
A relevant plumber SEO tip for the new year is making sure that voice search commands can index your site. That’s because voice searches were prevalent in 2020, and they project to become more common in the coming year. As of now, 40% of all adults use the voice feature on their smartphone, smart speaker, virtual assistant device, or mobile device to search for things online at least once a day.
So how do you make sure that your plumbing website is showing up on these voice searches? For starters, you have to make your keywords more conversational. That’s because people don’t talk the way they type. They tend to include more words when conducting a voice search because speaking is more manageable than typing. Voice searches are more conversational, so the keywords in your on-page content should reflect this shift.
And since most voice searches occur on a mobile device, you also have to make sure that your website is mobile-friendly. A mobile-friendly site means fast loading times, easily navigable menus, and compressed image files.
SEO-Targeted Blogs for Plumbing
If you haven’t already included a blog on your plumbing website, drop everything now, and start one. Content marketing was one of the highest priorities of top marketers across the country in 2020. Why? Because it is convenient. People are trending away from advertisements as sources for information about a business, product, or service. Instead, they are looking to blog content that is fun, engaging, informative, or all of the above.
A recent study showed that 70% of surveyed consumers report that they would instead get information about a business, product, or service by reading a blog or other form of non-ad content than a traditional ad. Blogging can be compelling if you are a plumber because everyone is looking for answers to their plumbing problems. Your blog content should focus on answering these questions.
Think about the most common questions you have heard from your customers in your time as a plumber. Form these questions into informative and insightful blogs that people will want to read. It’s important not to avoid being too sales-oriented in your blog content. That’s not what it’s for, and doing so can drive away potential leads.
Track Success (Or Failure) With Google Analytics
Measurement is something we often recommend to plumbing contractors who may be handling their SEO campaign on their own or operating on a shoestring marketing budget. Google Analytics is free to use (for the basic version) but more importantly, its user friendly. If you have never run any site data analytics before, this is a great place to start. Google Analytics can show you how much traffic your site is getting, how much time people are spending on your site, and even suggest ways to make it more visible.
Knowing the basics of how your website performs is an essential step no matter what year it is, so it will still be necessary for plumber SEO in 2021. The dashboard is easy to navigate, and setting up your site on Google Analytics is easy. And, if you start to get the hang of it and feel like you are ready for a more robust analysis of your site, you can always upgrade to the premium version for a moderate fee.
Target Consumers With Your Headlines
Google recently dropped some fresh advice for developers and content creators that correlate with new Google core updates. In the update, they emphasize the importance of concise and informative headlines and page titles. They advise developers and content creators to assess their existing content and ask whether their page titles are descriptive of the visitor’s needs and intent.
Google does not like misleading, sensational, or vague page titles and headlines. They have to be indicative of what the person will read and true to what the content contains. Now is an excellent time to look at your service pages and make sure that the headlines give an accurate description of the page’s content.
So, for example, as a plumber, you may have a service page about drain cleaning. If the page title reads “Drain Cleaning Perfection,” the on-page content should focus on how your company achieves thorough drain cleaning results. And the on-page content of your “Drain Cleaning Perfection” page can briefly mention other services you offer; make sure you are not dedicating entire sections to any other service.
Optimize Local Listings (NAP Citations, GMB, ETC)
Plumbing is very much a local business. And chances are you aren’t the only plumber in your town. Ensuring that the website for your plumbing business in Mesa, AZ, doesn’t get lost in the mix with plumbing sites from Tulsa, Mobile, Milwaukee, or other corners of the country you have nothing to do with is very important.
To make sure that your website searches up for people who need a plumber in your area, you have to utilize local SEO tactics. Local optimization will also let search engines locate and pin your business and index them on location-oriented searches.
The first place you should start with local SEO is Google My Business. Google My Business is imperative for ranking in the local three-pack. Making sure all location information reads correctly will help Google pull up your site. For example, having a GMB listing that makes it straightforward that you operate in and around Plano, TX will help Google pull index your site when someone searches for “plumbers in Plano.”
Embed Structured Data for Google’s Sake
Structuring the data on your website rather than having pieces of information spread worldwide will make it easier for search engines to understand the content you are offering and index it to interested parties. Structured data also looks neater and can catch the eye of the searcher. When you have structured content that displays your company name, how long you’ve been in business, the type of business, and a brief description, search engines will rank it higher. That’s because it is more visually appealing and provides essential information in a neat and organized manner.
Of course, you will have to familiarize yourself with Schema markup to code your structured data correctly, but it’s essential because Google places a priority on sites with structured data.
Work With a Plumbing SEO Pro Like Nolen Walker
2020 was a rough year, but if you’re reading this, then you made it through. With everything that has gone on in 2020, it may be hard to devote the time it will take to implement all SEO strategies. But here at Nolen Walker, we have an all-inclusive solution for plumbers looking to dominate the rankings in 2021.
The Nolen Walker advantage is that we provide all digital marketing services under one roof. From PPC ads to web design to content marketing and beyond, we will give your plumbing company the digital edge it needs. Contact us today, and let us tell you how we can help you dominate the rankings in 2021.
PPC for vets is pay per click advertising that targets pet owners needing nearby vet clinics and help for their animals. Strategically placed Google Ads can help veterinarians attract valuable customers through online advertising.
PPC’s Effectiveness for Veterinarians
While SEO and website design provide the most significant ROI for veterinarians, a PPC ad campaign can give pretty much any business a real shot in the arm. And even though this type of advertising has a broad reach, it still has to be tailored to the business’s individual needs. Targeting is where many business owners and marketers make mistakes with their PPC ad campaign and end up with a less than satisfying ROI (Return On Investment).
Low ROI is a particularly relevant pitfall for veterinarians and vet clinics. You have to realize that many PPC ad services are geared more towards selling products. These types of ads wouldn’t be of any use to you. Many PPC advertisers don’t take a custom approach to craft ads for their clients, either. Some of them even use cookie-cutter marketing platforms like BuilderAll so that they can churn out PPC ads quickly, with little to no regard for the ad’s effectiveness.
As a veterinarian, you have to get your ads out to people who require your services. It would help if you got people through your doors. So in the following post, we will be providing you with a crash course guide to PPC for vets specifically.
How do PPC Ads Work?
For the uninitiated, PPC stands for pay-per-click, and they work pretty much as the name suggests. You hire a company to create and run your ad on some online platform, and every time a consumer clicks on the ad, you pay a negotiated fee beforehand.
What are the Benefits of PPC?
You can set a firm budget of how much you want to spend on them
They can provide you with valuable market research through strategic traffic tracking
The results are almost instantaneous
What Options Do Vets Have?
As a veterinarian, it’s essential to know all of your PPC ad platform options because some will be better suited to your business than others. Here are the features that most PPC services will offer you:
Social Media PPC – Social media PPC can be very useful for one critical reason: most PPC ads that run on Facebook, LinkedIn, and Instagram are native ads. They appear in the user’s story feed, and they don’t look like ads at all. They look like social media posts, so the users tend to check them out for longer. Before they know it, they are aware of a brand or service they’d never heard of before. Maybe it is for this reason that native social media PPC ads garner 18% more purchase intent than other ad forms.
Pay Per Call – Instead of sending people to a website, click-to-call ads automatically connect the user’s mobile device to a number of your choosing. The pros: click-to-call ads result in 4 times more conversions than website ads, they cater to mobile users (of which there is an ever-increasing amount) and fulfill the needs of pet owners in need of emergency care. The only con is that they are only accessible to people on mobile.
Search Engine Ads: This type of PPC ad appears when someone searches for a keyword that you choose beforehand. The pros: These ads show up at the top of a relevant SERP (Search Engine Results Page) even above organic results and target a specific geographical area. The cons: the keywords you want to rank your PPC ad for may be highly competitive and expensive.
PPC Display Ads: Display ads are the most generic types of PPC ads. And if you’re a veterinarian, you probably won’t be able to benefit much from them. Display ads can be virtually any image posted almost anywhere on a website, on a YouTube video, or a social media post.
Remarketing PPC Ads: Now, these can be especially beneficial PPC for vets. Remarketing ads are a type of display ad – in the sense that they appear in the places that display ads do. But they are specifically targeted to people who have recently searched for certain things or visited certain websites. For example, let’s say someone does a Google search for “flea medication for dogs.” In a remarketing PPC ad campaign, your vet clinic’s ad can show up on subsequent sites that person visits because they qualify as a lead for your business based on their search activity.
Another great benefit of PPC for vets is that you can target your ads in various ways. Targeting helps you narrow down your audience so that your ads only show up for people who are most likely to visit a vet (at least that’s the goal). Reducing impressions also helps you save money on wasted clicks from people who clicked accidentally (and you still have to pay) or people who don’t intend to pay for veterinary services. The types of targeting options you should know about are:
Geographic Targeting – If you operate a vet clinic, you are most certainly running a local business. Geographic targeting will display your PPC ad only to people within a certain radius of your office.
Website Targeting – People looking at hunting rifles online probably wouldn’t click on a veterinary ad. Website targeting will display your ad only on relevant websites.
Demographic – This type of targeting allows your ad to reach people of a certain age, socioeconomic bracket, gender, etc.
Marketing and PPC Ads Services From Nolen Walker
Here at Nolen Walker, we offer veterinarian marketing and PPC ad services specifically beneficial to vets. What types of ads are most helpful to vets? Social media, Google ads, and remarketing ads tend to generate the best results for vets specifically. Get more business with our help today.
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