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A Plumber's Guide to SEO Mastery
Get More Business Than You Ever Imagined... Organically!
By Steve Johnson
When someone needs a plumber, they search, and three companies show up in the map box at the top of Google. Those three get most of the calls. This free book shows you how to become one of them: the keywords, your Google Business Profile, your reviews and your website, in the order that works.
- Get into the map box where homeowners pick who to call
- Find the plumbing keywords that bring emergency calls and paying jobs
- Earn more 5-star reviews without breaking Google's rules
- Follow a 90-day plan you can run yourself
The book teaches it. The worksheet pack gets it done.
How it works
One book, one worksheet pack. Both free.
- 1Read the chapter.The book shows you what to do and why it works.
- 2Fill in the worksheet.The worksheet pack turns the chapter into a page you can finish.
- 3Track your progress on the 90-Day Tracker.Check off each week until it's done.
How to get more plumbing leads from Google
Get into the three-spot map box at the top of Google. Google picks those three with three things: distance, prominence and relevance. You can't move your shop, but you control the other two: your reviews and reputation, and how clearly your profile and website say what you do and where.
This book walks you through both, in order, with real keywords, scripts and checklists. Nobody can guarantee you a ranking, and the book says so. It shows you exactly what you control.
What's inside
16 chapters in 5 parts. The checklists, scripts and logs from the back of the book are all in the worksheet pack.
Part 1: The Prize
- 1. The BoxWhy the three-spot map box at the top of Google gets most of the calls.
- 2. Rented vs. OwnedPaid leads you rent versus calls you own, and where your money should go.
- 3. The Three-Legged StoolDistance, prominence and relevance: the three things Google uses to pick the box.
Part 2: The Foundation
- 4. The Words That Bring the CallsThe five kinds of plumbing keywords, the city math, and how to build your own list for free.
Part 3: Prominence
- 5. The Three NumbersVolume, velocity, recency and your rating: the review numbers that decide who gets the call.
- 6. The AskWhen to ask for reviews, who should ask, and scripts your techs can use.
- 7. The Line You Don't CrossReview gating and the other moves that get a profile in trouble.
- 8. The One-StarThe 24-hour rule and a four-part reply to a bad review.
- 9. What Your Customers Say About YouMine your reviews for the words your customers actually search.
Part 4: Relevance
- 10. The Profile Most Plumbers Fill Out OnceYour Google Business Profile, starting with the most important field: primary category.
- 11. The Four Surfaces Inside Your ProfilePosts, Q&A, messaging and suggested edits, including the one your competitors can edit.
- 12. What Your Website Has to DoWhat your website has to do to back up your profile.
- 13. Citations, Directories, and Snake OilWhich directories matter and which ones are snake oil.
Part 5: Proof and Plan
- 14. How You'll Know It's WorkingHow you'll know it's working, with numbers you can check.
- 15. The 90-Day PlanThe whole book as a week-by-week checklist.
- 16. When to Hire SomeoneWhen to hire help, and what to ask before you do.
About the author
Steve Johnson is an SEO and the founder of Own The Box Marketing, a marketing agency for home-service businesses. He wrote this series so trade owners can run the whole system themselves, or know exactly what to expect from anyone they hire.
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