Back to All

How To Do SEO For Pool Businesses: Best Practices, Tips, & Tricks

May 15, 2023

"Pool service companies near me."

That's usually the very first thing someone will Google when they've got an issue with their swimming pool or spa. Google is the most visited website. Yes, the most visited website on the entire internet.

Yet so many pool builders and pool service companies are missing out on the hundreds, potentially thousands of prospective customers Googling pool-related keywords every single day. What's the solution? Search engine optimization, or SEO.

And despite what some gurus online may try to tell you (or sell you), SEO doesn't need to be complicated. Like most things in life, SEO is all about mastering the fundamentals. This comprehensive guide will walk you through the best SEO practices, tips, and tricks tailored specifically for pool companies.

Whether you're a beginner or looking to refine your SEO strategy, we'll provide you with the necessary tools and knowledge to succeed in the digital landscape. Let's dive in.

Table of Contents

  • Understanding the basics of SEO
  • Conducting keyword research for pool businesses
  • On-page SEO best practices
  • Off-page SEO strategies
  • Local SEO for pool companies
  • Technical SEO considerations
  • Tracking and measuring SEO performance
  • Staying up-to-date with SEO trends
  • Final thoughts

Understanding the basics of Search Engine Optimization (SEO)

Search engines like Google use complex algorithms to evaluate and rank websites based on factors such as relevance, authority, and user experience. In fact, Google has coined an acronym for this in their quality rater guidelines: E-E-A-T. E-E-A-T stands for expertise, experience, authority, and trustworthiness. In Google's eyes, high-quality content exemplifies these core values. This content has a good chance of ranking highly in Google search results.

The role of keywords and their significance in SEO

Keywords are the phrases and terms people use when searching for products or services online. Almost everything in SEO revolves around keywords. Using relevant keywords on your website can signal to search engines that your site is a good match for specific search queries.

Understanding search intent is one of the most important SEO skills you can develop. Generally speaking, keywords break down into three different types of search intent:

  1. Navigational - "Skimmer home page"
  2. Informational - "How much chlorine to shock pool?"
  3. Transactional - "Swimming pool services in Orlando, FL"

Keywords can be further categorized into two main types: short-tail and long-tail. Short-tail keywords are broad, general phrases that are typically one or two words long (e.g., "pool cleaning," "pool maintenance").

These keywords are often searched tens of thousands of times per month, have very high competition, and are thus challenging to rank for. Long-tail keywords are more specific and longer phrases that target a particular niche or audience (e.g., "residential pool cleaning services," "saltwater pool maintenance tips").

Due to the lower competition, these often have fewer monthly searches but are much easier to rank for.

On-page vs. off-page SEO

SEO can also be divided into two main categories: on-page and off-page. On-page SEO refers to optimizing of your website's content, structure, meta-tag descriptions, and HTML code.

Basically, any changes you make to the site content itself is on-page SEO. Off-page SEO involves external factors influencing your website's rankings, such as backlinks, social media, and online directories.

Backlinks are links to your site from other sites on the internet. When other sites link to you, Google sees this as a vote of confidence. This informs the trustworthiness element of EEAT.

Conducting keyword research for pool businesses


Keyword research is the first step in any SEO campaign, as it allows you to identify the terms and phrases potential customers use to find pool services online. The art and science of keyword research go well beyond the scope of this post, but check out these resources if you need a deeper dive:

For a quick overview, here are some tips to guide your keyword research:

Identify target keywords

Start by brainstorming "seed" keywords related to the pool industry. Think about the terms your customers might use when searching for your services, such as "pool cleaning," "pool maintenance," "pool repair," and so on.

Use Google Auto-Suggest and People Also Ask to get more keyword ideas

Google Auto-Suggest and the People Also Ask feature are great tools for expanding your keyword list for SEO. When you start typing a query into Google, it automatically suggests completions based on what others are searching for, offering a wealth of long-tail keyword ideas.

If you just type in "pool repair," you'll see a list of cities in your area.


But, when you type in more informational queries or letter combinations, you'll start seeing some great content ideas, like this one:


Similarly, the People Also Ask boxes that show up in Google search results provide insights into related queries that users are interested in. These are often framed as questions and are perfect for informational content ideas or FAQ sections.


Analyze Competition

Look at the keywords your competitors are targeting. This can give you ideas for other potential keywords and help you understand the competitive landscape. These are typically featured in the H1 or Title tags of your competitors' pages.

On-page SEO best practices

Once you have your list of target keywords, it's time to put them to use on your website. Here are some on-page SEO best practices for pool service companies:

Title tags and Meta descriptions

These critical HTML elements should include your target keywords, preferably at the front of the copy. They not only give search engines information about the content on your page but also influence the user's decision to click on your website in the search results.

Make sure only one page is targeting a particular keyword. When multiple pages target the same keyword, this is known as "keyword cannibalization," and it muddies the waters for your customers and the search engine results pages (SERPs).

Header tags

Use H1, H2, and H3 tags to structure your content. The H1 tag should be used for your main page title, and H2 and H3 tags for subheadings. Include your keywords (and variations of these keywords) where they naturally fit within these headings.

Keyword usage in content

Use your keywords naturally throughout your website's content. This includes text on your homepage, about us page, service pages, and blog posts. Avoid "keyword stuffing" or overusing your keywords, as this can lead to penalties from search engines.

Image optimization

If you have images on your site, make sure to optimize them. This includes compressing the images for faster page load times and using descriptive filenames and alt tags that include your keywords.

Internal linking

Linking to other relevant pages on your website helps search engines understand the structure of your site and can also keep visitors on your site longer. For example, a blog post about pool maintenance could link to your service page for pool cleaning.

URL structure

Your website’s URL structure should be simple and include your keywords. For example,

Off-page SEO strategies

SEO is more than just perfecting on-page structure and inserting the perfect amount of keywords. If everyone did that, how would Google know who to rank? That's where off-page SEO, specifically backlinks, comes into play. Here's how to build high-quality backlinks to show Google (and your users) that you're trustworthy.

Step 1: Linking from social accounts

Social media can play a significant role in enhancing the visibility and reputation of pool companies. Think about it: Google is looking to rank legit businesses substantiated by other reputable platforms.

When it sees a website linked to from Pinterest, Instagram, Facebook, and more, it's much more likely to regard that website as trustworthy. While social media platforms are technically nofollow links (they don't directly pass link equity), many SEOs believe that they still go a long way in helping rankings.

Step 2: Citations and business directories

Listing your pool service business in local directories and citation sites can significantly improve your online visibility, especially for local SEO. Start with key platforms like Google Business Profile, Yelp, and Bing Places, ensuring that your NAP (Name, Address, Phone) information is consistent across all listings.

Also, consider listing your business in pool industry-specific directories for additional exposure. If you're strapped for time, you can use a service like BrightLocal, which automatically scans the internet for your business and bulk updates all your citations for a fee.

Step 3: Link-building through partnerships and collaborations

Experienced SEO managers will tell you that the best backlinks come from real, meaningful partnerships and collaborations. Consider partnering with other businesses in the pool service industry, such as pool equipment suppliers or local pool stores, to exchange links. Make sure any link exchange is with relevant and trustworthy sites; the quality of the links is more important than the quantity.

Local SEO for pool companies

Perhaps you're wondering why we didn't begin this article with local SEO. After all, pool companies are, by definition, local. We wanted to lay a more holistic foundation for SEO because most pool service companies only focus on local SEO at the expense of a more informational SEO strategy.

They neglect the "how do I...?" keywords and only target "pool repair Orlando" or "pool companies Phoenix." That's a recipe for getting lost in the competition. However, local SEO is still vitally important, but only when executed in a larger SEO framework.

Claim your Google Business Profile

The first and arguably most important thing you should do as a pool service company is claim and optimize your Google My Business listing. This free tool allows you to manage your business's online presence across Google, including search and maps.

Ensure that your business information is complete, accurate, and up-to-date, including your address, phone number, website, and hours of operation. You can also add photos and respond to customer reviews through your Google Business Profile.

Lastly, focus on gathering and managing local reviews. Positive reviews improve your business's online reputation and local SEO visibility. Encourage satisfied customers to leave reviews on Google Business Profile, Yelp, and other local directories. Always respond to reviews promptly, both positive and negative, to show customers that you value their feedback.

Encouraging customer reviews and testimonials

Customer reviews and testimonials are essential to building credibility and trust with potential customers. They also provide valuable feedback for pool businesses to improve their services.

Make it easy for customers to leave a review: Include links to your business profile on review sites and directories, such as Google My Business, Yelp, and Facebook.

Provide incentives: Offer discounts or free services in exchange for leaving a review.

Use customer reviews on your website: Display customer reviews and testimonials on your website to increase trust and credibility with potential customers.



Technical SEO considerations

Technical SEO refers to optimizing a website's technical aspects to improve its visibility in search engines. While technical SEO may seem intimidating, it is important to ensure that your website is easily accessible and navigable by search engines and users. Here are some technical SEO considerations for pool businesses:

Improving website speed and performance

A fast website provides a better user experience and improves your website's search engine ranking. Some ways to improve website speed and performance include optimizing images, using a content delivery network (CDN), and minifying CSS and JavaScript files.

Creating and submitting XML sitemaps

An XML sitemap is a file that lists all the pages on your website, making it easier for search engines to crawl and index your website. Creating and submitting an XML sitemap can improve your website's visibility and ensure that all your web pages are properly indexed.

Related reading: Submit your sitemap to search engines • Yoast

Fixing broken links and addressing crawl errors

Broken links and crawl errors can negatively impact your website's user experience and search engine ranking. Use a tool like Google Search Console to identify and fix broken links and crawl errors on your website.

Tracking and measuring SEO performance

Tracking and measuring your SEO performance is essential to determine whether your SEO efforts are paying off. Here are some tools and metrics to help you track and measure your SEO performance:

Setting up Google Analytics and Google Search Console

Google Analytics is a free web analytics service that tracks and reports website traffic, while Google Search Console provides data on search traffic and performance, including keyword rankings, click-through rates, and more. By setting up both tools, you can gain insights into your website's performance and identify areas for improvement.

Monitoring organic traffic, keyword rankings, and conversion rates

Regularly monitoring organic traffic, keyword rankings, and conversion rates can help you understand how your SEO efforts impact your business. For instance, if your organic traffic and keyword rankings are increasing while your conversion rates are not, it may indicate that your website needs to improve and optimize the user experience for conversion rates. 

Staying up-to-date with SEO trends and algorithm changes

Search engines like Google frequently update their algorithms to improve the relevance and quality of search results. Staying up-to-date with the latest SEO trends and algorithm changes is critical for pool companies to stay ahead of the competition. Here are some ways to stay informed:

Following reputable SEO blogs and experts

Many reputable SEO blogs and experts regularly share insights and tips on SEO. Following them can help you stay up-to-date with the latest trends and algorithm changes. Here are some of our favorites:

  1. Nathan Gotch - YouTube
  2. Matt Diggity - YouTube
  3. Ahrefs Blog | Get Better at SEO & Marketing

Continuously refining and updating content and strategies

SEO is an ongoing process that requires continuous refinement and updating of content and strategies. By regularly revisiting your SEO efforts, refreshing your content, and consistently building backlinks, you can ensure that your website stays relevant and competitive in the search results.

Final thoughts

SEO is a crucial aspect of marketing for pool businesses, and implementing effective SEO strategies can help attract new customers and increase online visibility. To review, the most important things are:

  • Understanding the basics of SEO,
  • Conducting keyword research,
  • Implementing on-page and off-page best practices,
  • Optimizing for local search,
  • And tracking and measuring performance.

By following the best practices, tips, and tricks outlined in this guide, you can significantly improve your online visibility, attract more organic traffic to your website, and ultimately, generate more leads and customers for your pool business.

View All