Blog

Dec '20

Irrigation SEO: The #1 Guide for Sprinkler Repair Contractors

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.

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.

Software

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.

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.

Dec '20

Plumber SEO: Everything Plumbing Companies Need in 2021

What is Plumber SEO?

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.

May '20

Top 46 Best SEO Keywords for Churches

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

church near me
church near me now
church near me open now
church near me catholic
church near me Christian
churches near me
churches near me now
best churches near me
contemporary christian churches near me
church services near me
find a church
protestant churches near me
christian churches near me
evangelical church near me
bible based church
protestant church near me
church near me hours
open churches near me
american church near me
cool churches near me
christian church near me
best church near me
good churches near me
church service near me
contemporary church near me
bible churches near me
new churches near me
community church near me
late church services near me
churches near here
baptist church near me
non denominational church near me
contemporary church services near me
church open near me
house churches near me
churches in my area
born again church near me
churches near my location
small churches near me
modern churches near me
churches near me with evening services
bible based church near me
local churches
evangelical churches near me
black churches near me
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.