http://www.plumberseo.net - Learn what you should be doing to market your plumbing or HVAC business online in 2014. A lot of things have changed and your plan needs to be updated and modified. Watch this video and get the latest updates on what you should be doing in terms of SEO, Google Maps, Social Media, Pay-Per-Click and other online marketing channels to maximize your leads, calls and profitability. Download the implementation guide at http://www.plumberseo.net/plan

1. Your 2013 Internet Marketing Plan

2. Have You Ever Wondered What It
Would Be Like To...
• To have a dominate web presence
that positioned you at the top
plumbing or HVAC business in your
area.
• What it would be like to have a flood
prospects calling into your business
on a consistent basis that found you
online?
• Know that you were leveraging the
internet to it’s fullest in terms of
exposure, leads & profits?

3. You’re About To Discover....
• A blueprint covering the MOST important
online marketing medium that you should
be tapping into for your plumbing or HVAC
business
• How to get your plumbing or HVAC
business ranked on PAGE ONE for the most
important plumbing keywords in your area
• A proven strategy for getting your
company to rank on the Google Map in
your area by establishing your NAP, Citation
Development & Reviews
• Our Step-by-step strategy for getting more
repeat & referral business via Social Media

4. Why The Internet?
•Massive Transition from Offline
to Online
•Statistics tell us that more than
97% of Internet users take
advantage of online media to
find local services.
•There are over 20 Million
Searches EVERY MONTH for
Plumbing & HVAC Services

5. Who Am I & Why Should You
Listen To Me?
• Author of the Complete Guide to Internet
Marketing for Plumbing Contractors
• Associate member of the PHCC, QSC &
ACCA
• Spoken at PHCC, QSC & other industry events
across the US.
• Articles published in Plumbing & Mechanical,
Contractor Mag & HVAC Insider
• Widely accepted as the premier expert in the
internet marketing for Plumbing & HVAC
Businesses
• Worked with Plumbing & HVAC Business
Across the US & Internationally

7. So Many Online Marketing
Channels in 2014

8. So Many Online Marketing
Channels in 2014
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click

9. So Many Online Marketing
Channels in 2014
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
• Social Media

10. So Many Online Marketing
Channels in 2014
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
• Social Media
• Online Directories

11. So Many Online Marketing
Channels in 2014
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
• Social Media
• Online Directories
• Paid Lead Services

12. Where should you start…
• Pay-per-click
• Online Directories
• Social Media & eMail
•
Website Setup
Search Engines
SEO / Organic
Map Listings

13. What Online Marketing should you be doing in
your Plumbing or HVAC Business in 2014?
• Update Website for SEO & Conversion
• Make sure you have your MOBILE site ready
• Get active in SEO (Link building, content creation, etc)
• Optimize your site for Google Maps
o Optimize your listing at Google.com/Places
o Citation Development
o Review Request Process
• Get Active in Social Media
o Facebook, Twitter, Google+, LinkedIn, YouTube
• Leverage eMail Marketing
• Consider Paid Marketing Channels
o AdWords / PPC
o Online Paid Directories – Angie’s List, Yelp, CitySearch
o Paid Lead Services - Home Advisor, eLocal Plumber, etc
• Track & Measure your results

14. 8 Steps To Online Success in 2014
Step 1: Understand The Search Engines (Paid, Organic & Map Listings)
Step 2: Build out Your Site for most profitable services & service area
Step 3: Optimize the site & pages for search
Step 4: Optimize your Google Maps Listing & Get Online Reviews
Step 5: Build Inbound Links & Authority
Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc)
Step 7: Explore Paid Online Marketing Channels
Step 8: Track, Measure & Quantify
BONUS:Get ready for the phone to ring

15. Step 1: Understand The Search
Engines
SEARCH RESULTS PAGE • SERP
PAY PER CLICK • PPC
ORGANIC LISTINGS
PAY PER CLICK • PPC
GOOGLE MAPS

16. Step 1: Understand The Search
Engines
SEARCH RESULTS PAGE • SERP

17. Step 1: Understand The Search
Engines

18. Step 2: Build Out Your Website
•Typical Plumbing Site 3-5 Pages
•Pages for each service
•Pages for each of the sub cities that you serve

19. Plumbing Keywords
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
plumbing
plumber
Plumbers
water heaters
bathroom remodeling
tankless water heaters
leak detection
drain cleaning
shower repair
boiler repair
plumbing contractor
emergency plumber
water heater repair
shower installation
water heater installation
sewer repair
commercial plumbing
commercial plumber
repipe
repiping
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
City
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
residential plumbing
tankless water heater installation
sump pump repair
residential plumber
garbage disposal installation
water softener installation
gas line installation
water softener repair
clogged toilet repair
sewer line replacement
hydro jetting
trenchless sewer repair
gas line repair
trenchless sewer replacement
slab leak repair
tankless water heater repair
burst pipe repair
septic tank plumbing
water filtration system installation
backflow testing

20. HVAC Keywords
Your
City
+
air
condi/oning
Your
City
+
air
condi/oner
Your
City
+
ac
air
condi/oning
Your
City
+
furnace
Your
City
+
air
condi/oners
Your
City
+
hvac
Your
City
+
air
condi/on
Your
City
+
trane
Your
City
+
air
con
Your
City
+
hvac
air
condi/oning
Your
City
+
heat
pump
Your
City
+
hea/ng
air
Your
City
+
hea/ng
&
air
Your
City
+
hea/ng
and
air
Your
City
+
air
condi/oning
units
Your
City
+
air
condi/oning
unit
Your
City
+
air
condi/oner
unit
Your
City
+
air
condi/oner
units
Your
City
+
hea/ng
&
cooling
Your
City
+
cooling
and
hea/ng
Your
City
+
hea/ng
and
cooling
!
Your
City
+
air
condi/oning
and
hea/ng
Your
City
+
hea/ng
and
air
condi/oning
Your
City
+
hea/ng
air
condi/oning
Your
City
+
hea/ng
&
air
condi/oning
Your
City
+
air
condi/oning
hea/ng
Your
City
+
portable
air
condi/oner
Your
City
+
air
condi/oner
portable
Your
City
+
central
air
Your
City
+
portable
air
condi/oning
Your
City
+
air
condi/oning
portable
Your
City
+
portable
air
condi/oners
Your
City
+
air
condi/oners
portable
Your
City
+
air
condi/oning
system
Your
City
+
air
condi/oning
repair
Your
City
+
repair
air
condi/oning
Your
City
+
air
condi/oner
price
Your
City
+
window
air
condi/oner
Your
City
+
air
condi/oner
repair
Your
City
+
portable
air
condi/oning
units
Your
City
+
repair
air
condi/oner
Your
City
+
air
condi/oning
systems
!

21. Add More Pages
Typical Plumbing Website:
!
Home | About Us | Services | Coupons | Contact
SEO Built Out Plumber Site:
!
• Home | About Us | Coupons | Contact
!
Sub Pages For Each Service
City Emergency Plumber, City Leak Detection, City Toilet Repair
City Water Heater Installation, City Tankless Water Heater
!
Sub Pages For Each City Serviced
Sub City Plumber, Sub City Plumber, Sub City Plumber

22. Add More Pages

23. Add More Pages

24. Add More Pages

25. Add More Pages

26. Add More Pages

27. Step 3: Optimize Pages On Site
For Conversion

28. Step 3: Optimize Pages On Site
For Conversion

29. Navigation, Pages & Flow
Your website should have
•Home
• About Us (Meet Our Team, Why Choose Us, etc)
• Our Services - Emergency, Drain Cleaning, Water Heater Repair, Water Heater Installation
(Tankless), Bathroom Remodeling, Repiping, Sewer Cleaning, Leak Detection, Sewer Repair,
Bathroom Remodeling, etc)
•Our Service Area
•Online Specials
• Reviews / Testimonials
•Contact Us

30. Navigation, Pages & Flow

31. Elements of Conversion
Your website should have
• Number in the TOP RIGHT Corner
• Web Form where customer can request a quote / service call
• Links to your Social Media Profiles (Facebook, Twitter, LinkedIn, Google+, etc)
• Direct links to your online reviews / testimonials
• Company Name, Address & Phone Number on every page of the site
• PERSONALITY - Real Photos & Videos of you, your team, your trucks, etc
• A clear explanation of WHY they should choose your company
• Special Offers & Incentives to drive action
• MOBILE READY Version for Mobile Visitors

32. Navigation, Pages & Flow

33. Navigation, Pages & Flow

34. Navigation, Pages & Flow

35. Navigation, Pages & Flow

36. Navigation, Pages & Flow

37. Navigation, Pages & Flow

38. Navigation, Pages & Flow

39. Navigation, Pages & Flow

40. Step 3: Optimize Pages On Site
For Conversion

41. Step 3: Optimize Pages On Site
For Conversion

42. Step 3: Optimize Pages On Site
For Conversion

43. Step 3: Optimize Pages On Site
For Search

44. Step 3: Optimize Pages On Site
For Search

45. Step 3: Optimize Pages On Site
For Search
• Unique title tag on each page
• H1 tag re-stating that title tag on each page
• Images names with primary keywords
• URL should contain page keyword
• Anchor text on each page & built into footer
• XML sitemap should be created & submitted to:
•Google webmaster tools
•Bing webmaster tools

46. Step 3: Optimize Pages On Site
For Search
Typical Plumbing Site Title
!
•Joe’s Plumbing
SEO Optimized Title Tag
!
• Orlando Plumber | Shamrock Plumbing Orlando, FL | Orlando Repipe

47. Step 3: Optimize Pages On Site
For Search
SEO Optimized Title Tag
!
• Orlando Emergency Plumbing 24 Hour Emergency Plumbing
Service in Orlando, FL
• Orlando Water Heater Repair Water Heater Repair Service in
Orlando, Fl
• Orlando Drain Cleaning - Drain
Cleaning Service in Orlando, Fl
Etc

48. Step 3: Optimize Pages On Site
For Search

49. Step 3: Case Study

50. Step 3: Case Study

51. Step 3: Case Study

52. Step 3: Case Study

53. Page One Placement for
Most Important Keywords

54. Page One Placement for
Most Important Keywords

55. Page One Placement for
Most Important Keywords

56. Page One Placement for
Most Important Keywords

57. Page One Placement for
Most Important Keywords

58. Page One Placement for
Most Important Keywords

59. Page One Placement for
Most Important Keywords

60. Page One Placement for
Most Important Keywords

61. Step 3: Optimize Pages On Site
For Search

62. Step 4: Optimize For Google Maps

63. Step 4: Optimize For Google Maps
HOW DO I GET RANKED ON THE GOOGLE MAP?

64. Step 4: Optimize Your Google Maps
Go to google.com/places & www.google.com/+/business/

65. Step 4: Optimize Your Google Maps
Update
Your
Company
Name
to
Read
“Company
Name”)
–
E.G.
Don’t
Add
any
keywords
here
Add
your
Website
Address
–
This
will
create
an
important
inbound
link
USE
a
LOCAL
NUMBER
(800#’s
Won’t
Do
The
Trick)
Use
a
Local
Address
(NO
PO
BOX
or
UPS
Store).
Worst
Case
Virtual
Office
Upload
PHOTOS
–
AS
MANY
AS
POSSIBLE
–
Use
personal
Photos
–
Pictures
of
yourself
(the
owner),
Pictures
of
Your
Staff,
Pictures
of
the
Office,
Pictures
of
Your
Trucks,
Your
Equipment,
Your
Logo,
Coupons,
Pictures
of
your
work.
People
Connect
&
Resonate
With
People.
Leverage
that
in
your
Map
Lis:ng
Upload
a
Video
if
you
have
one
(If
you
don’t
–
Get
one
made!)
List
your
hours
of
opera/on
&
services
offered

66. Step 4: Optimize Your Google Maps

67. Step 4: Optimize Your Google Maps

68. Step 4: Case Study

69. Step 4: Optimize Your Google Map
Listing

70. Step 4: Optimize Your Google Map
Listing

71. Step 4: Optimize Your Google Map
Listing

73. Step 4: Optimize Your Google
Maps

74. Step 4: Optimize For Google Maps
Get$Reviews–"Reviews"are"a"key"determinant"of"placement"within"
the"Map"Lis9ngs."The"number"of"reviews"of"your"local"lis9ng"is"a"key"
determinant"in"placement."
As"a"prac9ce,"you"need"to"request"reviews"from"your"customers"in"
order"to"get"them."A"strategy"that"we"use"takes"a"three"pronged"
approach:""
• Send"an"ini9al"email"to"your"client"database"asking"them"to"
write"a"review"of"your"company"on"Google"and"provide"them"
with"the"URL"to"your"Google"Places"page."
• Keep"an"open"ear"for"Happy"Customers"and"ask"them"if"they"
would"be"willing"to"write"a"review."If"so,"get"their"email"at"
that"moment"and"let"them"know"that"you"will"be"sending"
them"an"email"with"the"link"to"write"the"review."

75. Step 4: Case Study

81. Step 4: Optimize For Google Maps

82. Step 4: Optimize For Google Maps

83. Step 5: Build Inbound Links &
Authority

84. Step 5: Build Inbound Links &
Authority
•Once the pages are built & Optimized
it’s Links to the Page that determine
Placement
More than 70% of the battle is
getting links.
!
He who has the most QUALITY
links WINS!

85. Step 5: Build Inbound Links &
Authority

86. Step 5: Consistently Create
Fresh Content
•You ARE a subject Matter Expert
•Create Articles, Video’s & Audios
•Post & Syndicate your content

87. Step 5: Ninja Link Building
Strategy
• Competitive Link Acquisition

88. Step 6: Get Active On Social Media
•What is your #1 source of new business?

89. Step 6: Get Active On Social Media
=
More Repeat Business &
More Referrals

90. Step 6: Get Active On Social Media
Where to start?
Facebook Business Page
Twitter
LinkedIn
YouTube
Google Plus
Blog

91. Step 6: Get Active On Social Media
• Leverage eMail to get
initial engagement
• Consistently Daily
Updates - Information not
Sales
• Engage - Engage Engage

92. Step 7: Explore Paid Online
Marketing Opportunities
• Pay Per Click Marketing
‣Google AdWords, Bing Search /
Yahoo
• Paid online directory listings
‣Angies List, YP.com, Yelp.com, etc
• Paid Lead Services
‣ Home Advisor, eLocal Plumber,
PlumingNetworx

93. Why Most Pay-Per-Click
Campaigns Fail
• Setup only ONE ad group for all
services (plumbing, emergency
plumbing, drain cleaning, water
heaters, etc)
Don’t use specific text ads and
landing pages for for groups of
keywords
No strong call to action or
OFFER on the landing page
•
•

94. Understanding How
AdWords works

95. Understanding How
AdWords works
• Highest Bid Does Not = Top Ranking

96. Understanding How
AdWords works
• Highest Bid Does Not = Top Ranking
• Google MUST serve the most relevant
results

97. Understanding How
AdWords works
• Highest Bid Does Not = Top Ranking
• Google MUST serve the most relevant
results
• Quality Score Drives your Positioning &
Cost Per Click

98. How does Google Determine
Quality Score?

99. How does Google Determine
Quality Score?
• Click Through Rate

100. How does Google Determine
Quality Score?
• Click Through Rate
• Relevance

101. How does Google Determine
Quality Score?
• Click Through Rate
• Relevance
• Quality of Landing Page

102. Understanding How
AdWords works

103. Understanding How
AdWords works
Better Quality Score =
Lower Cost Per Click for Top Positions

104. Why Most Pay-Per-Click
Campaigns Fail
• General Plumbing Services
• Emergency Plumbing
• Water Heater Repair / Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Re-Piping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
• Trecnhless Sewer Replacement
• Etc, Etc, Etc
YourCompany.com

105. Why Most Pay-Per-Click
Campaigns Fail
• General Plumbing Services
• Emergency Plumbing
• Water Heater Repair / Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Re-Piping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
• Trecnhless Sewer Replacement
• Etc, Etc, Etc
YourCompany.com

106. Why Most Pay-Per-Click
Campaigns Fail
• General Plumbing Services
• Emergency Plumbing
• Water Heater Repair / Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Re-Piping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
• Trecnhless Sewer Replacement
• Etc, Etc, Etc
YourCompany.com

107. How To Setup your PPC
Campaign for Success
• Setup your AdGroups based on
specific groups of services
• Write compelling Text Ads that
are relevant to your keywords
• Link your ads to specific pages
on the site (not the home page)
with strong offer & call to action

108. What Ad Groups should you use?
• General Plumbing Services
• Emergency Plumbing
• Water Heater Repair /
Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Re-Piping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
• Trecnhless Sewer Replacement
• Etc, Etc, Etc

109. Step 8: Track, Measure & Quanitify
It’s All About ROI
• Watch Traffic Trends with Analytics
• Track your online ranking for
important Keywords
• Consider call tacking phone number
on site (in Graphics only).
• Put a CRM or some other tracking
tool in place to track lead sources and
billed amounts

110. BONUS: Get Ready For The Phone to
Ring

111. BONUS: Get Ready For The Phone to
Ring

112. BONUS: Get Ready For The Phone to
Ring

113. BONUS: Get Ready For The Phone to
Ring

114. BONUS: Get Ready For The Phone to
Ring

115. BONUS: Get Ready For The Phone to
Ring
!
•
•
•
!
January – Just a handful of calls
March – 52 Inbound Calls
September – 147 Inbound Calls!

116. BONUS: Get Ready For The Phone to
Ring
!
•
•
•
!
January – Just a handful of calls
March – 52 Inbound Calls
September – 147 Inbound Calls!

117. BONUS: Get Ready For The Phone to
Ring

118. BONUS: Get Ready For The Phone to
Ring

119. What Online Marketing should you be doing in
your Plumbing or HVAC Business in 2014?
• Update Website for SEO & Conversion
• Make sure you have your MOBILE site ready
• Get active in SEO (Link building, content creation, etc)
• Optimize your site for Google Maps
o Optimize your listing at Google.com/Places
o Citation Development
o Review Request Process
• Get Active in Social Media
o Facebook, Twitter, Google+, LinkedIn, YouTube
• Leverage eMail Marketing
• Consider Paid Marketing Channels
o AdWords / PPC
o Online Paid Directories – Angie’s List, Yelp, CitySearch
o Paid Lead Services - Home Advisor, eLocal Plumber, etc
• Track & Measure your results

120. BONUS: Get Ready For The Phone to
Ring

121. RECAP
Let Us Partner with you in 2014
8 Steps To Online Success in 2013
Step 1: Understand The Search Engines (Paid, Organic & Map Listings)
Step 2: Build out Your Site for most profitable services & service area
Step 3: Optimize the site & pages for search
Step 4: Optimize your Google Maps Listing & Get Online Reviews
Step 5: Build Inbound Links & Authority
Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc)
Step 7: Explore Paid Online Marketing Channels
Step 8: Track, Measure & Quantify
BONUS:Get ready for the phone to ring

122. Recap
• Pay-per-click
• Online Directories
• Social Media & eMail
•
Website Setup
Search Engines
SEO / Organic
Map Listings

123. Your 2014 Online Marketing Plan
Free Implementation Guide http://plumberseo.net/plan

124. Questions?
eMail : josh@plumberseo.net
Phone: 866-610-4647