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Local SEO Audit of Alan Barnes Plumbing and Heating Website

Moving on with our local website audits, we’re moving further afield to Bradford today, and looking at the website of Alan Barnes Plumbing and Heating ( which is targeting keywords around “plumber in Bradford”.

Lack of / Poor Customer Feedback Online

Getting customer reviews is very challenging. People are busy and often only the unhappy customers will have the time or energy to go out of their way to leave feedback online. It’s even against Google’s terms of service to incentivise reviews!

That being said, this company needs an influx of reviews to improve their online presence. The reviews they do have are mostly negative, with fairly long stories of poor service on Cylex and other sites.

Making it really easy to review your company can improve the amount of reviews you get, such as having a business card with quick redirect links that take a customer right to the review page.

Duplicate and Missing Citations

Local citations are very important for your websites Google maps rankings. They help to tell Google where you are, and provide trust for them to rank you higher for your related terms. Citations are websites that list your details online, including:

  • Business Name
  • Business Phone
  • Email
  • Address
  • Website

Popular examples include Google Maps, Yelp, Yell, Cylex, Central Index, and Foursquare.

This website has many duplicate, missing or simply incorrect citation examples, which confuses Google and means they end up edging on the side of caution by not ranking your maps listing.

Fixing this using a citation audit is the best way to go about fixing these, followed by comparing their competitors citations using a tool such as and filling in the gaps. Markup for a Plumber

This is still a very common mistake among website owners, ever here in 2018 people still aren’t using markup for their local business! It’s especially important for businesses that have specific languages such as Plumber, as their competitors will most likely be gaining a ranking bonus over them simply by including it.

The website currently ranks on Page 3 for “plumber Bradford” and they have spent some money upgrading their website with Yell business. This may hold them back however, as some of these changes may be difficult to implement on the Yell platform.

However even performing the citation changes and combining it with a local link building campaign could improve them to page 1 within a few months.

Matt Jackson

SEO Expert at SEO Scientists
I'm a digital marketing expert living in Sheffield, specialising in local and e-commerce SEO.

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