Want to grow your business and make it stand out among online audiences? Search engine optimization is the key.
Plumbing professionals should focus on both keyword- and entity-based SEO for optimal results. However, not all contractors are familiar with these concepts. You may be wondering, “What is entity SEO, and how is it different from keyword-based SEO?”
As a leading marketing agency for home service contractors, Relentless Digital LLC understands the complexities of search engine optimization. Below, our experts share everything you need to know about using it to grow your plumbing business.
Why Is SEO Important for Any Modern Plumbing Business?
In today’s digital age, the majority of people head to the internet to find answers to their problems. Rather than flipping through the yellow pages or waiting for a TV ad for plumbing services, people have solutions at their fingertips. A quick search for “plumber near me” or “local plumbing company” can lead them to discover qualified providers.
Search engine optimization is one of the best ways to make your business more accessible to audiences. You can cater to users based on their specific needs by optimizing your site’s content. As your website climbs the search rankings, users will be more likely to stumble on it when they search for relevant terms.
SEO involves several critical components:
- Technical SEO: Improve your website’s backend by eliminating broken links, making the design more user-friendly, and increasing page load speeds.
- Mobile optimization: Cater to those who use mobile devices during a search.
- Link building: When trustworthy sites link to yours, search engines view your website as more authoritative.
- Keyword research: You’ll have to figure out which keywords your target audience is searching for. Based on your research, strategically incorporate those terms into various website pages.
- Content creation: Fill your web pages with high-quality content that addresses a user’s search intent and includes relevant keywords.
A robust SEO strategy could dramatically increase your organic traffic and potentially grow your revenue, compared to other marketing measures.
What Are the Differences Between Keyword and Entity SEO?
What is entity SEO? Is it really that different from keyword-based SEO? Our team is here to break down everything you need to know.
Entity SEO optimizes content around entities, like people, places, things, and concepts, instead of just keywords. It gives greater context to the search engines and could potentially improve rankings beyond keyword SEO.
Your plumbing business could benefit from both approaches. Before you jump into a new campaign, learn about some key distinctions between keyword and entity-based SEO. Use the information below to guide your upcoming campaign to success.
Search Results Rely on Exact Phrase Matches vs. Contextual Relevance
Keyword SEO is all about optimizing your website with common terms that users search for. Creating service pages or blog posts with these terms increases the chance of someone finding your site in their search results page.
Entity SEO focuses less on the exact keywords and more on a semantic search. Structured data helps search engines like Google make sense of a term’s context, so the algorithm pushes results that might fit, rather than ones that explicitly contain an exact keyword.
Entities are well-defined and unique topics, such as people, places, organizations, or concepts. Your company’s brand can become an entity that people could encounter after making a relevant Google search. Depending on your site’s content and structured data, users could find your pages in their search results, even if they don’t specifically type the name of your company or a long-tail keyword you’re trying to rank for.
Imagine someone types the words “drain cleaner” into Google. The algorithm may deliver results for liquid cleaning products or a professional plumber who specializes in drain cleaning. Entity relationships help make sense of the user’s search, so they receive the results that best suit them.
Entity SEO Utilizes Google’s Knowledge Graph
If you want your website to climb Google’s search rankings, keyword-focused SEO can help you reach your goals. What is entity SEO useful for? It gets to the core of your content by using Google’s Knowledge Graph.
This is essentially a massive database containing information about entities and those who connect with them. The graph may pull information from a wide range of sources, such as:
- Social media platforms
- Online encyclopedias
- Maps pages
- Other relevant websites
It retains and analyzes data about a given entity, which may then appear in Google’s Knowledge Panel. This feature provides a snapshot of important information in the top right section of a search results page.
For instance, imagine someone Googles your plumbing company, but not enough information exists for a semantic search. The SERP will likely include keyword matches rather than a Knowledge Panel. If you successfully make your brand an entity with a lot of connections, a Knowledge Panel may appear with information about the company’s location, services, and reviews.
Schema Markup Is Crucial for Entity SEO
You may fill your company’s website with tons of relevant keywords, such as “local plumber in [city],” “water heater repair services,” or “emergency plumbing for commercial buildings.” But if you don’t add structured data on the backend, search engines may not be able to figure out the context of your keywords.
Schema markup is code that you can add to your website so Google and other search engines can make sense of your pages. Users will uncover more information within a results page, so they can spend less time researching their options.
For example, you could add structured data outlining your business hours. When your site appears in a local search result, a rich snippet could pop up for users, letting them know about your availability. If you’re available 24/7 for plumbing emergencies, this information might be all a user needs to go ahead and book your services.
Common types of schema markup include:
- Local Business Schema: Offer essential information about your business, including the phone number, address, and hours of operation.
- Event Schema: Market an upcoming event with structured data about the venue, date, and time.
- Product Schema: A product’s price, reviews, and availability are key components in this type of schema markup.
Entity SEO Is an Excellent Way To Improve Topical Authority
What is entity SEO if not a way to show your expertise within the plumbing industry? You could publish a high-quality blog post optimized for the keyword “how to unclog a toilet.” However, that one post might not be enough for Google to view you as an expert on the topic.
What if you publish more blog posts on the subject? Search engines may change their perception if your blog contains well-written posts with the following keywords:
- Unclogging a toilet quickly
- Tools for unclogging a toilet
- Can you unclog a toilet without a plunger?
- When to call a plumber to unclog a toilet
- How long to unclog a toilet
Users may not be searching for all of these keywords. However, if you create posts for each of them, search engines could recognize your site as a trusted expert on the topic. This may be an easier way to improve topical authority than relying on backlinks alone.
Developing valuable content isn’t solely based on keyword research. For example, you may find that most people search for the term “how to unclog a toilet.” But if you expand on the topic and create similar content, your site could reap the benefits of topical authority.
Intent Clusters Can Emerge With Entity SEO
Basic keyword-based SEO takes the guesswork out of a user’s search intent. A specific keyword could fall into one of four categories that define what a user wants to get out of the search. Check out the different forms of search intent and examples of plumbing keywords that meet them:
- Informational: The user wants to learn more about a certain subject. Examples include “How to clear a clogged drain” and “What kind of training does a plumber need?”
- Navigational: A user is trying to reach a specific site when they type in a keyword like “YouTube login” or “Amazon search.”
- Transactional: Keywords that signal a transactional search intent include “Book an emergency plumber” and “Join a plumbing maintenance plan.” The user is trying to make some type of purchase from their search.
- Commercial: Under this type of search intent, people want to investigate products or services. Examples include “tankless water heater review” or “comparing water filtration systems.”
If a keyword doesn’t quite fit into these categories, but there’s an established entity, intent clusters may appear at the top of the results page. Users can then narrow down the search based on given suggestions.
Say someone types “plumbing toilet repair” into Google. To make the search more specific, intent clusters with the terms “cost,” “kit,” and “top-rated” appear. Clicking on one of them refines the search to deliver tailored results.
How Can Plumbing Websites Gain More Traffic Through SEO?
Aside from “What is entity SEO?”, one of the most common questions marketing experts hear is, “How can I increase online visibility?” Pay-per-click campaigns allow you to target users on search engines and social media sites. However, those clicks may not turn into conversions.
Search engine optimization remains one of the best ways to bring more organic traffic to your website. Whether you utilize traditional keyword SEO or a more modern approach, you’re sure to see some impressive benefits, including:
- More qualified leads: You’ll bring intentional users to your site and can continue to work your magic on new leads.
- Increased revenue: When you organically promote your plumbing services and show your expertise in your website’s content, you can gain more customers.
- Reduced marketing costs: SEO is a cost-effective way to market your brand. Budget accordingly to see a profit.
Bear in mind that algorithms are constantly evolving. To keep climbing the search rankings, you must stay up-to-date on important metrics that search engines check for. Consider partnering with a digital marketing agency that deals exclusively with SEO for plumbers.
Experts frequently conduct research about new SEO trends and ways to help their clients succeed. By letting an industry professional handle your SEO campaign, you can focus on offering the best products and services to your customers.
How Can I Track the Success of My Entity SEO Campaign?
The point of focusing on search engine optimization is to increase your customer base and grow your revenue. However, it helps to make specific goals to strive for, such as doubling your organic traffic or having a certain number of conversions per month. Once you have a goal in mind, it’s much easier to track your results until you reach it.
Platforms like Google Search Console and Google Analytics take the guesswork out of measuring your campaign’s success. To track your progress, experts recommend monitoring a few key metrics:
- Organic visitors and page views: A successful campaign will gradually see these numbers increase long-term, though there may be some fluctuation day-to-day.
- Bounce rates: It’s important to see how many visitors explore more than one page of your site. Several issues could contribute to a high bounce rate, including a poor website design and low-quality content.
- Conversion rates: Your strategy should cause people to take action by filling out booking forms or calling your company. If your conversion rate isn’t improving, it may be time to adjust your marketing efforts.
- Cost per lead: You’ll likely devote time and resources to your SEO campaign. Consider your marketing costs in relation to how many leads you’re acquiring to see if it’s a worthy investment.
Don’t be afraid to adjust your strategy if data becomes stagnant or begins trending downward. You must adapt to changes in algorithms and remain competitive within the growing digital landscape.
Don’t Forget About Local SEO
Digital marketing specialists often hear questions like, “What is entity SEO?” and “Does SEO replace the need for paid advertising?” There are plenty of complex aspects of search engine optimization that business leaders have to navigate. In doing so, they may forget to focus on the power of local SEO.
Plumbers and other home service contractors, in particular, have much to gain from this tactic. Local SEO puts the spotlight on businesses within a certain area. Users can find the plumbing solutions they need without questioning if a contractor serves their area.
How can you get the most out of local SEO? Helpful tips include:
- Creating tailored location pages: Build location pages that highlight your services within a particular town or city.
- Optimizing a Google Business Profile: Claim and verify your Google Business Profile, then optimize it by adding information about your business. You can also use this platform to post announcements, such as changes in your services or availability.
- Responding to online reviews: Manage your online reputation by responding to every customer’s online review. Welcome both positive and negative feedback with gratitude, as this shows potential customers that you’re attentive and focused on their satisfaction.
Local SEO is vital for businesses limited to a certain area. Stand out as one of the premier plumbers in your region with this tactic.
Reap the Benefits of Search Engine Optimization With Relentless Digital LLC
After reading this guide, you no longer have to wonder, “What is entity SEO, and how can it help my business?” Our marketing experts at Relentless Digital LLC have insight into this topic, ranking for AI overviews, and other crucial components of online advertising. Team up with our specialists to enhance your plumbing business with our proven solutions.
Contact Relentless Digital today to discuss a marketing strategy that suits your needs. Let us take your business to new heights with our expertise.
