Pool Builder Search Engine Optimization: Using Local SEO to Dominate Your Pool Construction Market

Kester Browne

- by Kester Browne

Jul 30, 2023

Pool builder search engine optimization.

It's one of the most effective ways to outshine other pool companies the city or town you operate in. 

But what exactly is search engine optimization for swimming pool builders? 

Why should you, as a pool builder, pay attention to it, and how can you start the process to help grow your business and attract more customers?

In this guide, I'll delve into these critical questions. 

Pool builder search engine optimization.

I'll shed light on why local SEO is a game-changer for swimming pool builders, how to craft and implement a successful local SEO strategy, and how to track your progress to ensure you get the desired results.

Let's dive in!

Understanding Local SEO

As a pool builder, local search engine optimization should be a key player in your digital marketing strategy especially if you want to dominate your local market.

Local Search Engine Optimization (SEO) focuses on optimizing your website to be found in Google search engine results pages (SERPS). 

I use Google because it is the #1 search engine in the U.S, and because it controls 92% of the search engine market.

Local SEO is all about improving your online visibility for searches in your area or those with local intent. 

When users query your services, local SEO helps your business appear in the right place at the right time, which is often the exact moment potential customers are ready to engage and buy

Why does this matter to you as a pool builder? 

Consider this: when homeowners or commercial businesses need a pool built, they're not likely to seek out pool builders nationally. 

They're going to search for "pool builders near me" or "pool construction in [city name]." 

That's where local SEO shines - it allows you to reach these potential customers who are in your vicinity and ready to start their pool construction project.

In a competitive industry like pool building, which is tied to a physical location, the benefits of local SEO are incredible. 


An effective local SEO campaign can create more opportunities for your business to:

  1. Survive in a Saturated Market - In highly competitive markets, Local SEO can make the difference between being visible or invisible. By focusing on a specific geographic area, businesses can carve out a niche in a saturated market.
  2. Create Local Partnerships - Local SEO can lead to partnerships with other local businesses. For example, businesses may decide to collaborate on local events or promotions after discovering each other through local search results.
  3. Avoiding Ad Fatigue - Over-reliance on paid advertising can lead to ad fatigue among your target audience. Local SEO is a way of reaching potential customers without this risk.
  4. Future-Proofing Your Business - As Google continues to focus more on delivering personalized, location-specific results, having a robust local SEO strategy is a way of future-proofing your business. As technology continues to evolve, the importance of local SEO is likely to grow.
  5. Community Integration - A well-executed local SEO strategy can help businesses integrate into their local community, making them appear more like a community member than an outsider. This can increase local customer loyalty and engagement.

It's a strategy specifically targeting your local market, connecting you with the people who are actively searching for your services, and most likely to become your customers. 

By understanding and effectively leveraging local SEO, pool builders can make their businesses more visible online, attract more qualified leads, and, ultimately, increase their revenues.

However, local SEO isn't just about appearing in search results when potential customers are looking for pool builders. 

It's also about ensuring that the information they find about your business is accurate and compelling, leading them to choose you over your competitors. 

Why Local Search Engine Optimization

In today's digitally driven world, online visibility plays a critical role in a business's success; this is where local SEO comes in. 

But why should pool builders particularly care about local SEO?

Here are 3 powerful reasons why:

#1. Local Intent Dominates Almost Half of Google Searches

An impressive 46% of all Google searches are driven by local intent.

This substantial percentage underscores the immense significance of local SEO in the realm of Google searches. Small and medium-sized enterprises that neglect to incorporate fundamental local SEO tactics risk losing out on nearly half of all Google searches.

Considering that Google handles over 3.5 billion searches daily, a staggering 1.6 billion of these searches embody local intent.

#2. A Massive 97% of Consumers Turn to Online Search to Discover Local Businesses

It’s no secret that consumers are becoming more reliant on the internet to find products, services, and businesses. But, are you aware that an overwhelming majority of these users resort to online searches to find local businesses?

Local search statistics further reveal that a substantial 54% of us conduct these searches at least once a month, while an active 12% of users search for a local business on a daily basis.

#3. 62% of Consumers will Disregard a Business if They Can’t Find Them Online

An alarming 62% of consumers will disregard a business if its online presence is non-existent. This striking statistic is sufficient to compel business owners to re-evaluate their digital footprint.

Businesses that readily provide contact details foster a sense of
trustworthiness and legitimacy among consumers.

Local SEO is no longer optional for pool builders who want to stay competitive and grow their business. It is a must.

Local SEO is not only crucial for finding new customers, but also maintaining a genuine business presence. Search has become so common that consumers don’t trust businesses that fail to provide business information or have no online profile.

When leveraged correctly, it's a powerful tool that can significantly boost your online presence, help you dominate your local market, and drive more qualified leads to your business. 

Implementing Local SEO for Pool Builders

Here's how you do local SEO for your swimming pool company.

Step #1. Conduct Local Keyword Research 

Conducting local keyword research is the first step in enhancing your local SEO strategy. 

The aim is to pinpoint specific terms, phrases, and questions your potential customers use while searching for your area's pool construction and maintenance services.


Topics and questions potential customers may have include:

  • How much does a swimming pool cost?
  • How much does a swimming pool cost to fill?
  • How much does it cost to remove a swimming pool?
  • How much does it cost to heat a swimming pool?

To find keywords you can use online tools such as:

These tools are invaluable when finding the right keywords. 

Answer the Public keyword tool.

They provide insights into different keywords' popularity, competition, and relevance. 

But remember, successful keyword research isn't just about high-volume search terms. 

You must also consider 'long-tail keywords,' longer and more specific phrases or questions clients use when they're closer to a purchase decision.

For instance, someone in the final stages of hiring a pool contractor might search for 'pool builders near me' instead of a broad term like 'pool builders.' 

By incorporating these specific, locally-focused keywords into your website's content, you can effectively target potential customers ready to convert.

Step #2. Optimize Your On-Page SEO

On-Page SEO involves optimizing individual pages on your website to rank higher and earn more relevant traffic. 

The primary areas you should focus on are meta tags, core web vitals, content optimization, and internal and external linking.

Crafting Impactful Title Tags

Title tags act as the headline for your web page in search engine results, playing a significant role in attracting clicks.

They should encapsulate the essence of your page while also integrating your chosen local keywords.

For pool builders, each page should have a unique title tag that directly correlates with its content - whether it's about pool
designs, maintenance services, or customer testimonials.

Optimize Meta Descriptions

Meta descriptions act as mini-advertisements for your web pages. A compelling, unique meta description can increase your organic click-through rate by up to 5.8%.

To increase your click-through-rate, ensure each description clearly states what your page offers, with a focus on the services provided by your pool building business. Don't forget to incorporate your target local keywords organically.

Optimize Images for Better Engagement

Images aren't just aesthetically pleasing; they also contribute to SEO. Ensure all images on your website are optimized with relevant file names, alt text, and compressed for faster loading times.

As a pool builder, your visuals could be the deciding factor for potential
customers, so optimizing your high-quality project images is paramount.

Improve Core Web Vitals

Core Web Vitals are a set of factors that Google considers important in a webpage's overall user experience.

They measure dimensions of web usability such as load time, interactivity, and the stability of content as it loads.

You can check you website's core web vitals here.

Enhance these vitals to ensure your pool-building website not only ranks well but also provides a seamless experience for your visitors.

Maximize Internal and External Linking

A well-implemented link strategy can significantly improve your site's SEO. Incorporate internal links to keep users engaged and guide them through relevant content on your site.

On the other hand, credible external links can boost your site's authority in the eyes of search
engines. However, always ensure these links provide value to your readers.

Tailoring Content to Cater to Your Customers

Finally, your content should be easy to read and digest for potential customers. Break down your content into manageable chunks by using headers, subheaders, and bullet points.

Aim to provide detailed, engaging content about your pool building services, including the
process, benefits, and differentiating factors. Remember, content that resonates with your customers will also resonate with search engines.

Step #3. Boost Your Off-Page SEO

Off-Page SEO encompasses all efforts outside your website that improve your search engine rankings. This includes strategies such as link building, social media marketing, and online directory listings.


Backlinks from authoritative, relevant websites drive traffic to your site and enhance your site's credibility in the eyes of search engines. Reach out to local businesses, suppliers, or relevant blogs as part of your link building strategy.

Social Media Marketing

Actively engage with your local community on social media platforms. Regularly sharing valuable content and updates about your services can significantly increase your brand visibility and influence. Utilize platforms like Facebook, LinkedIn, and Instagram to showcase your completed projects, share customer testimonials, and provide helpful tips on pool maintenance.

Local Directory Listings

Listing your pool-building business on popular online directories and niche-specific platforms can significantly enhance your online visibility.

Major online directories for pool builders include:

Make sure to be consistent with your business name, address, and phone number (NAP) across all listings.

Step #4. Leverage Google My Business

Google My Business (GMB) is crucial for any local business.

An optimized GMB profile increases your chances of appearing in Google's Local Pack, Local Finder, and organic rankings.

To make the most of your GMB listing:

  1. Keep it updated with high-quality images of your projects.
  2. List all your services.
  3. Ensure your opening hours are accurate, and
  4. Encourage customers to leave reviews.
  5. Responding to positive or negative reviews to show your commitment to customer satisfaction.

Step #5. Harness the Power of Reviews and Ratings

Online reviews significantly influence your reputation, SEO rankings, and customers' purchase decisions.

According to Brightlocal, 75%  of people age 35-54, read reviews on mobile browsers.

Encourage satisfied clients to share their experiences on your GMB profile, social media pages, and third-party review sites like Yelp.

The more positive reviews you have, the more trust you'll build with potential customers.

Addressing negative reviews is equally crucial.

A professional and prompt response to unsatisfied customers demonstrates your dedication to rectifying issues and maintaining high service standards. This could turn a negative situation into a display of excellent customer service, reassuring potential clients of your commitment to their satisfaction.

The next section will cover how to track your SEO performance effectively and optimize your strategies over time.

Step #6. SEO Analytics and Reporting

Monitoring the performance of your SEO efforts is crucial to understand their effectiveness and identify areas for improvement.

Two crucial tools for tracking and monitoring your SEO campaign are Google Analytics and Google Search Console.

Several metrics can help you gauge the success of your SEO strategy:

Organic Traffic - The number of visitors that come to your website through a search engine like Google is referred to as organic traffic. A steady increase in organic traffic generally indicates that your SEO efforts are paying off.

Keyword Rankings - Track where your website is ranking on the SERPs for your targeted keywords. If you're ranking high for relevant local keywords, it's a good sign that your local SEO strategy is working.

Local Visibility - Using tools like Google My Business Insights or BrightLocal can help monitor how visible your business is in local searches.

Conversions: Ultimately, the goal of SEO is not just to drive traffic but to convert that traffic into leads and customers. Tracking metrics like form fills, phone calls, and appointment bookings can provide insights into how well your SEO efforts are translating into tangible results.

#7. Ongoing SEO Strategy Optimization

SEO is not a one-time activity but an ongoing process. As search algorithms evolve and your business grows, your SEO strategy should adapt and improve:

Regular Website Audits: Conduct periodic SEO audits to check for any technical issues that might be hampering your site's performance. These can include broken links, slow load times, and mobile-unfriendliness.

Fresh and Relevant Content: Keep adding fresh, new blog posts and service pages that are relevant to your local customers. This not only keeps your website fresh but also allows you to target more local keywords.

Backlink Building: Continually work on building high-quality backlinks to your website. You can do this by collaborating with local businesses, participating in community events, or guest posting on relevant blogs.

Encourage More Reviews: Regularly ask your satisfied customers to leave a review on your Google My Business page or other review platforms. This not only improves your online reputation but can also boost your local SEO.

Stay Updated: Stay updated on the latest SEO trends and Google algorithm updates to keep your SEO strategy relevant.

In the next section, we'll dive into how to outsource SEO if you lack the time or expertise to do it yourself. Remember, SEO is a long-term game, but with the right strategies and constant optimization, your pool building business can dominate the local market.

When and How to Outsource SEO for Your Pool Company

Signs It's Time to Outsource

SEO requires a blend of technical expertise and marketing insight.

It's also time-consuming, and staying up-to-date with the ever-changing search engine algorithms can be challenging.

Here are some signs it might be time to outsource your SEO:

Lack of Expertise: SEO is more than just inserting keywords into content. It involves understanding search engine algorithms, user experience, website design, content marketing, and more. If you're struggling to keep up with the intricacies of SEO, it might be time to hire an expert.

No Time: Running a pool building business involves countless tasks. If SEO is just another thing on your long to-do list and you're struggling to dedicate enough time to it, outsourcing could be the answer.

Lack of Results: If you've been trying to handle SEO on your own, but your site isn't climbing the SERPs or attracting more traffic, a professional SEO service can help turn things around.

How to Outsource Effectively

Once you've decided to outsource, finding the right SEO agency or SEO specialist is crucial. Here are some tips:

Define Your Goals: Before you start looking for an agency, clearly define what you want to achieve with your SEO efforts.

Whether it's increasing organic traffic, improving local visibility, or generating more leads, having clear goals will help you find a service that can meet your needs.

Do Your Research: Not all SEO services are created equal.

Look for an SEO company that has experience in your industry and a proven track record of delivering results. Check their case studies, ask for references, and read their online reviews.

Ask the Right Questions: When you start contacting agencies, ask them about their strategies, their reporting process, their communication style, and their pricing structure. This will help you gauge if they're the right fit for your business.

Start Small: Consider starting with a small project or contract before committing to a long-term relationship. This can help you assess the agency's capabilities and see if they're a good fit for your business.

Outsourcing your SEO can free up your time to focus on what you do best - building beautiful pools. However, it's crucial to stay involved, monitor your progress, and maintain open lines of communication with your SEO agency to ensure you're getting the results you want. In the next and final section, we will wrap up our discussion and remind you why local SEO is vital to your pool construction business's success.

Final Thoughts: Embrace Pool Builders SEO to Dominate Your Local Market

Standing out from your local competitors is crucial.

By implementing SEO - specifically local SEO - you can improve your online visibility, attract more website traffic, and ultimately drive more leads to your business.

Your website is more than just an online brochure.

It's a powerful marketing tool that, with the right SEO strategies, can become your top source of new customers.

People are turning to search engines like Google to find local businesses, including pool builders. If your website isn't showing up in local search results, you're missing out on a significant opportunity to grow your business.

Remember, SEO is not a one-time effort but an ongoing process.

It involves regularly updating your website with fresh, relevant content, monitoring your website's performance, adjusting your strategies based on data, and staying updated on the latest SEO trends and algorithm updates.

While SEO can be complex, it doesn't have to be overwhelming.

As we've discussed, there are several ways to approach it, from handling it in-house to outsourcing it to a professional SEO specialist.

The key is to find an approach that fits your resources, skills, and business objectives.

No matter how you approach SEO, remember the importance of being patient and consistent.

SEO isn't about quick fixes and instant results. It's about steadily building your online presence and credibility with both your audience and search engines.

If done right, SEO can provide a significant return on investment for your pool construction business. By leveraging local SEO, you're not just increasing your chances of getting found online - you're setting the groundwork for long-term, sustainable growth.

So do you think now, it's time for you to dive in and start dominating your local market with pool builder search engine optimization?

About the author

With over half a decade of hands-on experience, I've honed my skills to become an SEO specialist. My passion for increasing my client's online visibility and cash flow, matches my clients' drive to create the best swimming pools. Leveraging cutting-edge SEO strategies, I've catapulted businesses to the top of search engine results, leading to increased leads, conversions, and revenue.

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