It’s fairly common, for more volume-based and competitive business like plumbers and HVAC technicians, for a business to not have #1 rankings on Google. Does this mean that they aren’t generating leads and customers online? Of course not. We never recommend focusing on Google rankings to measure online lead generation efforts for any businesses.
For a local plumbing company that we started handling plumber SEO efforts for 3 months ago, they don’t currently “dominate” in the Google Local Snackpack, however their phone calls have gone up month after month for 2 different locations.
When we launched the client’s website, we focused on local SEO signals from the start.
What did we do to focus on improving their local SEO?
- Optimized Google My Business profile by specifying operating hours, services, and adding additional photos.
- Implemented advanced schema.org microformat data, including both business address NAP (name address and phone number).
- Focused on improving how the client’s business information appeared on important third-party citation sites. This includes verifying that phone number is correct, suite number in address, business name is correct.
- Built additional third-party citation sources, to prove to Google that the business is a legit, verified business that should be visible for local search users.
- Focused on improving Google Pagespeed Insights score, especially for mobile. More people are using their mobile phones and searching for “plumbers near me” than ever before.
As a result, the client’s Google My Business phone calls (calls generated from Local Google results) have improved for both locations in the first few months.
This past October, the client’s existing location’s phone calls improved by over eighty percent:
While the client’s new location has improved month after month, generating more calls in October than ever before:
This is all while we have explained to the client that, according to traditional keyword ranking reports, they are not “dominating” the SERP’s or #1 in the Local Snackpack.
The client is a solo one-man truck, so competing with larger regional plumbing companies with larger marketing budgets will always be an uphill battle. However, with more people searching for plumbers near them on Google directly from their mobile phones, showing the client that it’s very possible for them to compete for market share without obtaining “top rankings” has been very effective.
Very seldom do keyword rankings tell the entire story. Will the client obtain better rankings as we continue to work on their project? Yes, very likely. However, we would never recommend judging a company’s online lead generation efforts based on keyword rankings. Instead, focus your time and attention on how to improve mobile experience, especially heading into 2020 where mobile will be more important than ever before.