This document provides an overview of changes to search engine optimization and the new SEO formula for plumbing and HVAC businesses. It discusses how duplicate content is no longer effective, low quality links can hurt rankings, and the importance of a real physical office for local rankings. The new SEO approach focuses on user experience optimization through page load times, scroll rates, time on site and reducing bounce rates. It provides examples of optimizing services and city pages with keywords, multimedia, reviews and internal/external links to build authority. Attendees can request a free SEO review analysis.

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3. Digital Dominance Blueprint

4. Need Your Attention Please...
• Turn off cell phones
• Turn off Facebook
• If you're a Plumbing or HVAC Business owner
and you're serious about getting better results
online the next 60-90 minutes will change your
life
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5. What we will cover today
• The latest updates with the Google
Algorithm
• The things that you may have put in place
in the past that could be hurting you now
• How to optimize your website using the
NEW SEO Formula
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6. Who Am I & Why Should You Listen To Me?
• Author of the Complete Guide to Internet Marketing for Plumbing
Contractors & How to Triple your Sales by Getting Your Internet Marketing
Right
• Active member of the PHCC, QSC, Nexstar Network, Service Roundtable
& 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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7. Hundreds of Plumbing &
HVAC business owners…

8. This is what we do
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9. Does SEO Still Matter?
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YES! SEO Still Matters

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72% from
Organic SEO

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YES! SEO Still Matters
You can’t rely on Pay-Per-Click Alone

16. The 3 Biggest Changes
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1. You can no longer get away with
duplicate content.
2. Low quality links pointed back to
your website could hurt you.
3. You need a real, physical office
to rank well on Google Maps.

17. 1. You can’t get away with duplicate
content anymore
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• Most plumbing / HVAC companies serve a 25 -
50 mile radius (lots of little cities & towns)
• It used to be common place to setup pages
for each city & keep everything the same but
change only the city.
• Lots of guys setup multiple micro-site targeting
different cities with the same content only
changing the cities along the way
• Your pages must be UNIQUE from one page to
the next & from one site to the next

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2. Too many irrelevant / low quality
links pointed back to your website could
actually hurt you
• It used to be ALL ABOUT links
• The Penguin Update addressed that and now
it’s all about quality & relevant links
• You are going to have to review your link profile,
find the bad links & either have them removed
or disavowed
• Work to diversify your anchor text & build more
high quality / relevant links.

19. 3. You need a real, physical office to rank well on Google Maps.
• Google Maps had a MAJOR change with the Google Pigeon Update
• Primary addressed Local Map Listings
• Took a major toll on those who:
• Had multiple FAKE addresses
• Used UPS Stores, Mailboxes Etc, Virtual Offices
• Worked from a home address & have the business address
hidden on Google My Business
• You need a REAL physical business address in the city that you
want to rank
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20. What else has changed?
• Old fashion SEO is no longer effective
• In the post panda, pigeon, penguin era it’s
all about User Experience Optimization
• The NEW SEO approach requires a heavy
focus on User Experience Optimization

21. What are the NEW ranking factors?
• CTR is KEY (Click Through Rate)
• Scroll Rate is essential (Are they scrolling
down once they get to your homepage or
website?)
• Time on page is a big deal
• Bounce rate is something to watch very
closely
• # of citations, reviews & relevant links

22. The NEW SEO Formula
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•Figure out what the most important keywords are based on your service,
service area & search volume
•Google Keyword Tool, Wordstream, SpyFu, Google AdWords
•Setup a great website with unique pages targeting those keywords
•Pages for each service & each city
•Optimize your website for User Experience
•Optimize your site for SEO - On Site Optimization
•Build your authority - Off Site Optimization
•Track your results

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

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Download the keyword list at
www.HVACSEO.net/Keywords
HVAC Keywords

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•Strong website with good content & user experience (UXO vs.
SEO)
•Leverage Multi-Media to improve on-page time
•Pages for each of your Services
•Pages for the Cities that you serve
•Unique Content & NearbyNow to pass heat map data to the
city pages
•Unique Content on every page
•Keyword in the Title & H1
•Meta Description that SELLS The click
•Name, Address, Phone Number in the footer
•Blog with ongoing updates
On Site Optimization

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Live Example

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Live Example

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Live Example

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Live Example

30. Off Page SEO
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•Claim & Optimize Google My Business Listing
•Get lots of citations across the web
•Build Up Online Reviews leveraging best in class tools like NearbyNow,
BirdEye, ReviewBuzz, Customer Lobby, Podium, etc
•Build authoritative links back to your website from other websites

31. The Secret To Getting Ranked
on the Google Map
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32. The Secret To Getting Ranked
on the Google Map
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33. How to build up good relevant links
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34. How to build up good relevant links
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35. What do these results have in common?
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•Claimed & verified Google
Map Listing on Google My
Business
•NO-SPAM in the Company
Name
•Lots of Online Reviews
•Keyword in the Title Tag
“Allentown Plumber” or
some variation
•Lots of citations with
consistent reference of NAP
•Solid link profile across the
web

36. The NEW SEO Formula
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•Setup a great website with pages with each of your services & for each of
the cities that you serve
•Get your keyword & geo modifier in the Title of each page
•Use Unique Content on EVERY Page
•Leverage multi-media to enhance time on page & reduce bounce rate
•Get online reviews across the web
•Build your citations & consistency
•Post updated content on an ongoing basis
•Build links & authority
•Leverage Paid Search to identify high converting keywords

37. FREE:
SEO Review
• Analysis of Online Visibility
• Custom Keyword List of most important search
terms
• Ranking Report showing where you rank currently
• Analysis of Online Directory Listings & Consistency
• Analysis of Online Reviews and Reputation
• Analysis of Social Presence
• Analysis of Website Conversion Effectiveness
CALL 866-610-4647

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Call us Directly at 866-610-4647
or
www.plumberseo.net/schedule