Did your plumbing business use to rely on the yellow pages for customers and now are missing out on the traffic that’s going to your competition online? Face it the first page of Google is the one and only place to be for marketing.
I have seen clients who ran billboards, radio and TV and still organic traffic was 95% of their business. If you sell to consumers then you need to be at the top of page 1. People trust the top of the search results. A good chunk of people think that Google evaluates the companies that appear at the top and rank them accordingly so being on the top gives you instant credibility.