SEO for pool builders and installers
A pool is planned months before it is bought, and the searching starts long before anybody rings. That makes this a trade where being late is the main way to lose: a page published when the enquiries start arriving is a page that will not rank until the season is over.
Peak Endurance, a sports clinic, Sep 2023 to May 2024, from 482,378 impressions. Their Search Console.
It is also a trade with an unusually wide spread of jobs behind one word. Inground and above-ground, fibreglass, concrete and vinyl, new builds, replacements, resurfacing, heaters, covers and weekly service are all different searches with different budgets, and most pool company websites have a single page called Services covering all of them.
Searches we build for, with the place name your customers use:
- inground pool installation [city]
- fiberglass pool cost [city]
- pool resurfacing near me
- pool builders [neighborhood]
What stops pool builders getting enquiries
Four problems we find on nearly every pool builder website we audit, and what we do about each.
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One page for every kind of pool
Fibreglass, concrete and vinyl are three different decisions with three different budgets and three sets of searches. One page mentioning all three ranks for none of them properly.
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Published too late for the season
Pages need to be written and indexed months before the searches peak. Publishing in spring is publishing late, and the cost of that is a whole season.
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The service side ignored
Resurfacing, heaters, covers and weekly maintenance are steady, year-round and far less competitive than new builds, and most builders have no page for any of them.
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Galleries with no pages behind them
A photograph of a finished pool is the most persuasive thing you own, and on a gallery page it ranks for nothing. The same photograph inside a page about that type of build, in that area, works twice.
What you get each month
- A page for each build type you offer: fibreglass, concrete, vinyl, above-ground
- Pages for the service work: resurfacing, heaters, covers, weekly maintenance
- A finished build written up each month, attached to the area it is in
- Area pages for the places you genuinely travel to
- Google Business Profile: services, seasonal posts, project photographs, reviews replied to
- Monthly Search Console report by build type and by season
Where we do this
The method is the same everywhere; what people search for and where the results come from are not. Each market has its own page, and so do the cities where pool builders search for this most.
How we work
What sets the size of the month is how many build types and service lines you cover, and how wide an area you travel. Work usually starts well before the season it is aimed at. We scope the work on a call and send a written quote before anything starts. The SEO services page explains what a month covers and who does it.
Results from real clients
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived.
- 52,993clicksUp and Running Physical TherapyPhysical therapy · 1 Mar 2023 to 14 Mar 2024
- Impressions
- 2,238,155
- CTR
- 2.4%
- Avg. position
- 13.49
+139,355% clicks against the previous period of the same length.
- 12,285clicksBackcountry Physical TherapyPhysical therapy · 6 Jul 2023 to 31 May 2024
- Impressions
- 601,822
- CTR
- 2.0%
- Avg. position
- 19.3
+2,059% clicks against the previous period of the same length.
Questions pool builders ask us
When should we start?
Months before the season you want it to affect. Pages take three to six months to settle, so work starting in spring is aimed at the following year rather than this one.
Should we publish pool prices?
A starting figure with what moves it answers the question every buyer has first and filters the enquiries. A full price list rarely survives contact with a real site survey. What you publish is your call.
Is the service side worth pages?
Usually the best value on the site. Resurfacing and maintenance searches are steady all year, far less contested than new builds, and the customers often become build customers later.
We only do one kind of pool. Does that help?
Yes. A specialist page beats a generalist page on the specialist search almost every time, and that is where the better enquiries are.
Book a call with us
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.