How to Track SEO Performance for Plumbing Businesses

At Lillian Purge, we specialise in SEO for Plumbers. This page details how to track SEO performance for plumbing businesses.

Plumbers often invest time and money into SEO but don’t always know how to measure its impact. Tracking SEO performance allows you to see what’s working, what needs improving, and how your website contributes to real business growth.

This guide explains how to track SEO performance effectively for plumbing businesses, from keyword rankings and traffic to calls, enquiries, and long-term results.

Why Tracking SEO Matters for Plumbers

SEO is a long-term investment. You won’t see overnight results, but steady improvements in rankings and visibility can bring consistent leads. Without tracking, it’s easy to miss opportunities or waste money on tactics that don’t convert.

Monitoring performance helps you:

• Understand which keywords drive traffic and leads

• Measure ROI from your SEO efforts

• Spot issues like traffic drops or broken pages early

• Plan future content and campaigns more strategically

For plumbers, where most work is local and competitive, data tracking ensures your business stays visible in nearby searches.

Key SEO Metrics to Track

1. Keyword Rankings

Keyword tracking shows where your website appears in search results for important terms like “emergency plumber Bedford” or “boiler repair near me.” Ranking higher for these local keywords means your business is more likely to be chosen when customers need urgent help.

Use rank-tracking tools to monitor progress weekly or monthly. Remember to focus on both high-volume keywords and long-tail phrases such as “plumber available tonight in Bedford,” as these often convert better.

2. Organic Traffic

Organic traffic refers to visitors who find your website through unpaid search results. In Google Analytics, check how many users visit from “Organic Search.” An upward trend means your SEO is working.

Look at which pages attract the most visitors. For plumbers, these might include service pages like boiler installations, leak repairs, or emergency callouts. High-performing pages show where your SEO and content strategy are strong.

3. Local Search Visibility

Local visibility is vital for plumbing businesses. Google Business Profile (GBP) insights show how many people found your listing through search or maps, how often they called you directly, and what actions they took.

Track how often your business appears in “near me” searches. Consistent activity in your GBP profile, such as adding new photos and responding to reviews, helps maintain strong local rankings.

4. Click-Through Rate (CTR)

CTR measures how many people click your link after seeing it in search results. A low CTR may suggest your title or meta description isn’t compelling enough.

For example, “24/7 Emergency Plumber in Bedford | Fast Local Service” is more effective than a generic “Professional Plumbing Services.” Small wording changes can significantly increase clicks without changing your position in search results.

5. Bounce Rate and Engagement

Bounce rate shows how many visitors leave your website after viewing one page. High bounce rates could mean your site loads slowly, the content isn’t relevant, or the design is confusing.

Engagement metrics such as time on site and pages per visit also help measure quality. A visitor who stays to read or clicks your contact form is more likely to become a paying customer.

6. Conversions and Leads

The most important metric for plumbers is how many leads come directly from organic traffic. Set up conversion tracking to measure:

• Contact form submissions

• Phone calls from your website

• Quote requests

• Online bookings

This shows which keywords and pages deliver the most enquiries, helping you focus your SEO on what drives revenue.

7. Backlinks and Domain Authority

Backlinks are links from other websites that point to yours. They’re one of Google’s top ranking factors. Track how many new backlinks you gain over time and from where.

Plumbers can earn quality backlinks through local directories, industry blogs, and sponsorships. The stronger your backlink profile, the higher your domain authority, which makes it easier to rank for competitive local terms.

Tools That Help Track SEO Performance

You don’t need to be a technical expert to track results. The following tools provide clear insights for plumbers:

• Google Analytics: Tracks website traffic, sources, and conversions.

• Google Search Console: Shows keyword performance, impressions, and indexing issues.

• Google Business Profile Insights: Reveals calls, views, and direction requests from local search.

• Semrush or Ahrefs: Track rankings, backlinks, and competitor performance.

• Call tracking software: Identifies which channels generate the most phone leads.

When combined, these tools give you a full picture of how your SEO efforts translate into business growth.

Understanding the SEO Timeline

SEO takes time. Most plumbers start seeing noticeable improvements within three to six months, depending on competition and website quality. Consistency is key—regular content updates, backlinks, and technical maintenance help maintain rankings.

Short-term wins come from fixing technical errors, improving metadata, and adding location-specific keywords. Long-term success relies on building authority, reviews, and trust signals across your website.

Common Tracking Mistakes to Avoid

Many plumbing businesses make tracking errors that lead to poor decisions. Avoid these pitfalls:

• Focusing only on rankings instead of leads or calls

• Ignoring Google Business Profile insights

• Failing to set up conversion tracking properly

• Not comparing results month by month

• Overlooking mobile traffic and engagement metrics

A holistic view of performance gives a more accurate picture of SEO success.

Turning Data into Action

Once you have the data, the next step is using it to make improvements. For example:

• If a service page gets traffic but few enquiries, improve the call to action.

• If certain towns bring high engagement, create more location-based pages.

• If organic traffic drops, check for algorithm updates or broken links.

Data allows you to refine your SEO strategy continually. Over time, this means more targeted visitors, higher conversion rates, and better return on investment.

Complementary Tactics for Better Tracking

Tracking SEO should go hand-in-hand with other marketing efforts. Sync your data across Google Ads, Meta Ads, and email marketing platforms for a full view of performance.

Regularly cross-check results from paid and organic channels to understand where customers first discover your business and what drives them to contact you.

Expert Advice for Plumbers

Keep your tracking simple at first. Focus on three core metrics—keyword rankings, organic traffic, and conversions. As your understanding grows, add deeper insights such as call tracking, bounce rate, and customer lifetime value.

Always make sure your reporting frequency is consistent. Monthly or quarterly reports are ideal for spotting trends without overreacting to short-term fluctuations.

Finally, treat SEO tracking as part of your business operations, not a one-time task. The plumbers who dominate local searches are those who measure, adjust, and stay active with their digital presence year-round.

Final Thoughts

SEO tracking gives you the clarity to see what’s working and where to improve. For plumbing businesses, it’s not just about traffic numbers—it’s about turning online visibility into booked jobs.

With the right tools, clear metrics, and regular analysis, you can make smarter marketing decisions and keep your business one step ahead of local competitors.

Explore further by reading How to measure ROI from SEO campaigns for plumbers and How to optimise plumbing service pages for SEO. Find more in our Plumbers Hub.