This document outlines an internet marketing plan for a plumbing business. It begins by posing questions about the benefits of having a dominant online presence and consistent prospects contacting the business. It then provides an overview of the key online marketing channels that will be covered, including search engines, social media, directories, and paid lead services. The bulk of the document details an 8 step strategy for optimizing the business's online presence and marketing. This includes building out the website, optimizing pages for search, improving the Google Maps listing, developing inbound links, using social media, exploring paid channels, and tracking results. The goal is to achieve high search engine rankings and consistent lead generation for the plumbing business online.

1. Your 2013 Internet Marketing Plan
Monday, October 21, 13

2. Have You Ever Wondered What It
Would Be Like To...
• To have a dominate web presence
that positioned you at the top
plumbing 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 your marketing strategy
was working so you didn’t have to
worry about it?
Monday, October 21, 13

3. You’re About To Discover....
• A blueprint covering the MOST important
online marketing medium that you should
be tapping into for your plumbing
business
• How to get your plumbing 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
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4. Why The Internet?
•Massive Transition from Offline
to Online
•Statistics tell us that more than
77% of consumers go online
when looking for plumbing
services.
•There are over 20 Million
Searches EVERY MONTH for
Plumbing & HVAC Services
Monday, October 21, 13

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
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6. These Strategies WORK
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7. These Strategies WORK
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8. These Strategies WORK
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9. These Strategies WORK
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10. We are going to cover
the EXACT strategies that
produce these results on
this presentation
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11. Monday, October 21, 13

12. Online Marketing Channels
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13. Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
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14. Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
• Social Media
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15. Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
• Social Media
• Online Directories
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16. Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click
• Social Media
• Online Directories
• Paid Lead Services
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17. Online Marketing Pyramid
• Pay-per-click
• Online Directories
• Social Media & eMail
•
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Website Setup
Search Engines
SEO / Organic
Map Listings
Pay-Per Click

18. What Online Marketing should you be doing in
your Plumbing or HVAC Business?
• 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
Monday, October 21, 13

19. 8 Steps To GO BIG with your
Internet Marketing Plan
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 & Quanitify
BONUS:Get ready for the phone to ring
Monday, October 21, 13

20. Step 1: Understand The Search
Engines
SEARCH RESULTS PAGE • SERP
PAY PER CLICK • PPC
ORGANIC LISTINGS
PAY PER CLICK • PPC
GOOGLE MAPS
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21. Step 1: Understand The Search
Engines
SEARCH RESULTS PAGE • SERP
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22. Step 1: Understand The Search
Engines
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23. 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
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24. Plumbing Keywords
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
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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

25. 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
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26. Add More Pages
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27. 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
Monday, October 21, 13

28. 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
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29. Navigation, Pages & Flow
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30. 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
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31. Navigation, Pages & Flow
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32. Navigation, Pages & Flow
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33. Navigation, Pages & Flow
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34. Navigation, Pages & Flow
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35. Navigation, Pages & Flow
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36. Navigation, Pages & Flow
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37. Navigation, Pages & Flow
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38. Navigation, Pages & Flow
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39. 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
Monday, October 21, 13

40. 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
Monday, October 21, 13

41. 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
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42. Step 3: Optimize Pages On Site
For Search
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43. Page One Placement for
Most Important Keywords
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44. Page One Placement for
Most Important Keywords
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45. Page One Placement for
Most Important Keywords
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46. Page One Placement for
Most Important Keywords
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47. Page One Placement for
Most Important Keywords
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48. Page One Placement for
Most Important Keywords
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49. Page One Placement for
Most Important Keywords
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50. Page One Placement for
Most Important Keywords
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51. Page One Placement for
Most Important Keywords
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52. Step 4: Optimize For Google Maps
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53. Step 4: Optimize For Google Maps
HOW DO I GET RANKED ON THE GOOGLE MAP?
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54. Step 4: Optimize Your Google Maps
Go to Google.com/places
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55. Monday, October 21, 13

56. Step 4: Optimize Your Google Map
Listing
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57. Step 4: Optimize Your Google Map
Listing
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58. Step 4: Optimize Your Google Map
Listing
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59. 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
operaon
&
services
offered
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60. Step 4: Optimize Your Google Maps
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61. Monday, October 21, 13

62. Monday, October 21, 13

63. Monday, October 21, 13

64. Monday, October 21, 13

65. Step 4: Optimize Your Google
Maps
Monday, October 21, 13

66. 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."
Monday, October 21, 13

67. Monday, October 21, 13

68. Monday, October 21, 13

69. Monday, October 21, 13

70. Monday, October 21, 13

71. Monday, October 21, 13

72. 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!
Monday, October 21, 13

73. So What Is Google’s Fascination
With Cute Little Animals?
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74. Well There Really Not All That
Cute And Friendly After All
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75. Step 5: Build Inbound Links &
Authority
Monday, October 21, 13

76. Now There Is A New Cute Little
Animal In The Mix
“Hummingbird”
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77. But Does He Play Nice?
“Hummingbird”
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78. He’s Not All That Mean, But You
Need To Know What He Does
•Google Wants To Answer Questions
•Google Wants To Deliver Great
Content
•Content Is King
Monday, October 21, 13

79. Step 5: Consistently Create
Fresh Content
•You ARE a subject Matter Expert
•Create Articles, Video’s & Audios
•Post & Syndicate your content
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80. Step 5: Ninja Link Building
Strategy
• Competitive Link Acquisition
Monday, October 21, 13

81. Step 6: Get Active On Social Media
•What is your #1 source of new business?
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82. Step 6: Get Active On Social Media
=
Monday, October 21, 13
More Repeat Business &
More Referrals

83. Step 6: Get Active On Social Media
Where to start?
Facebook Business Page
Twitter
LinkedIn
YouTube
Google Plus
Blog
Monday, October 21, 13

84. Step 6: Get Active On Social Media
• Leverage eMail to get
initial engagement
• Consistently Daily
Updates - Information
not Sales
• Engage - Engage Engage
Monday, October 21, 13

85. Step 7: Explore Paid Online
Marketing Opportunties
• 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
Monday, October 21, 13

86. 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
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87. BONUS: Get Ready For The Phone to
Ring
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88. BONUS: Get Ready For The Phone to
Ring
Monday, October 21, 13

89. RECAP
8 Steps To GO BIG with your
Internet Marketing Plan
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
Monday, October 21, 13

90. Questions?
eMail : josh@plumberseo.net
Phone: 866-610-4647
www.PlumberSEO.net
Monday, October 21, 13