how to do local keyword research for your small bu with timestamps YoutubeScribe.com

[0:00] 88% of people who do a local search on
their smartphone will visit a related store
[0:04] within a week.
[0:05] So if your local SEO game is weak, then
chances are you're leaving a lot on the table.
[0:11] Now, the first and arguably most important
step of local SEO is local keyword research.
[0:17] And this is when you find keywords that
people actually search for to find local
[0:22] products and services.
[0:24] And the reason why this step is so important
is because if you get it right, then your local
[0:29] business will have the potential to rank for
keywords that can drive targeted local traffic
[0:34] to your website and send
more customers your way.
[0:38] So let's go through a step-by-step process
to find keywords that your local business
[0:43] should be targeting so you can get
more customers through your doors.
[0:47] The first step is simple: jot down
a list of all services you offer.
[0:51] For example, a plumber might offer
services like drain unblocking, boiler
[0:56] repairs, boiler installation, and radiator 
installations to name a few things.
[1:02] A dentist might offer comprehensive dental
exams, cleanings, teeth whitenings, fillings,
[1:08] and crowns.
[1:09] Take your time going through this
brainstorming stage because we want
[1:13] to make sure that your website will be
searchable for all the services you provide.
[1:17] Now, once you've completed your list,
we'll want to expand on these ideas
[1:21] for good measure.
[1:22] As a starting point, I recommend digging
through your competitors' websites.
[1:27] For example, if you hover over the plumbing
services menu for this company, you'll see
[1:32] they also have services pages for toilet
and sink installations and repairs, sump
[1:37] pump replacements and frozen
pipes to name a few.
[1:41] If you offer these services,
then add them to your list.
[1:44] Another thing you can do is use a keyword
research tool like Ahrefs' Keywords Explorer.
[1:49] Just paste in your brainstormed list of services,
set the country to where your business operates,
[1:54] and run the search.
[1:56] Next, go to the Matching terms
report to find more keyword ideas.
[2:00] Now, because our goal is to expand our list
of services, we just want to scan the list of
[2:05] keywords and look for other
services we might have missed.
[2:08] For example, you'll see new ideas like
servicing gas boilers, commercial boiler
[2:13] repairs, and combi boiler installations
to name a few.
[2:17] If you offer these services, then
they're worth jotting down.
[2:21] Once you have a comprehensive list
of services, move on to the next step
[2:25] which is to check for local intent.
[2:27] Local intent refers to queries where Google
assumes the user is looking for a local result.
[2:33] And an easy way to infer local intent
is by looking for map packs and local
[2:38] organic listings.
[2:39] For example, if you search for Mexican
restaurants, you'll see that there's clear
[2:43] local intent because there's a map
pack that lists local restaurants and
[2:48] the organic results are all directories
and local businesses in the area.
[2:53] So to check for local intent, you can search
for each service one by one in Google and
[2:57] check for a map pack and/or
local organic results.
[3:01] Alternatively, you can bulk-check
them in Keywords Explorer.
[3:05] Just paste in your list of
services and run the search.
[3:09] Then set a SERP features filter to only show
keywords where a local pack is in the SERP.
[3:15] Hit Apply, and you'll see
keywords with local intent.
[3:19] Alright, the next step is to
check for search volumes.
[3:22] Now, because nearly every keyword research
tool is country specific, it's challenging to find
[3:27] local search volumes.
[3:29] As far as I know, Google Keyword
Planner is about the only source for this.
[3:34] And unless you're already advertising with
them, you'll see broad search volume ranges
[3:39] which aren't helpful at all.
[3:41] For that reason, checking the relative
popularity of keywords at the national
[3:45] level will probably be more productive.
[3:49] This is because what happens in one
city is likely to be similar in the next,
[3:53] seeing as we're looking at
data for the same country.
[3:56] You can do this with a keyword research
tool like Ahrefs' Keywords Explorer.
[4:00] Just paste in your list of services, run
the search, and use the volumes to get
[4:05] a general idea of how you might prioritize
creating and ranking these pages.
[4:11] Alright, let's move on to the next step 
which is to group keywords by page.
[4:15] Now, this part of the keyword research process
often gets ignored but it's super-important.
[4:21] In short, we want to do two main things.
[4:24] First, we want to find out which
services will need a dedicated page.
[4:28] And second, we want to get a general idea
of the content type and format we should
[4:33] use to give ourselves the best
chance at ranking.
[4:37] Take these services.
[4:38] Based on the keywords alone, it's tough
to know whether we need dedicated pages
[4:42] for each one or whether we can rank
for all of these terms with one page
[4:46] about boiler installations.
[4:48] To find out, you'll want to analyze the current
top-ranking results for each target keyword.
[4:54] For example, if we look at the search results
for the query "oil boiler installation," you'll see
[4:59] that this result is from a local company in
the New York area that offers specifically
[5:04] an oil boiler installation – not just
a general boiler installation.
[5:09] To top it off, all the top results
are specifically about oil boilers.
[5:14] So in my opinion, our site should have
a dedicated page specifically targeting
[5:19] "oil boiler installation" – and the type of
content we should create is a landing page
[5:25] that tells people details about
our service – just like this page.
[5:30] Now, if we do the same thing for "gas
boiler installation," you'll see that a bunch
[5:34] of the top 10 results are just about
regular boiler installations despite
[5:39] the query including the word "gas".
[5:42] So we probably don't need a dedicated page
for gas boiler installations and can try to rank
[5:47] for this and related terms with a broader page
about just boiler installations and replacements.
[5:54] Now, if we look at the search results for "combi
boiler installation", you'll see that there isn't
[5:58] a local pack and the top results are all mainly
informational results with instructions showing
[6:04] how to install your own combi boiler.
[6:07] Seeing as there isn't local intent, it probably
wouldn't be worth creating a services landing
[6:12] page – from an SEO perspective at least.
[6:15] But if this is a service you provide, then you may
still want to create it for business purposes.
[6:20] Alright, the next step is to look for things
to mention on your services pages.
[6:24] Now, the way many local companies
approach service page copy is by just
[6:28] straight up keyword stuffing.
[6:30] For example, if we look at this page that
ranks for "boiler repair" in Albany, New York,
[6:36] you'll see they've intentionally tried to
mention "boiler repair" and "albany ny"
[6:41] as many times as possible.
[6:43] This is the wrong approach because it's not
helpful to visitors in understanding if you're
[6:49] the right company to help
them solve their problem.
[6:52] Now, while you shouldn't stuff keywords,
it's still worth looking for relevant ‘things
[6:56] to mention' for a few reasons.
[6:58] #1. It can help improve ‘topical relevance'.
[7:02] #2. It can help you rank for
long-tail keywords.
[7:06] And #3. It helps you to better serve your
visitors by addressing questions they
[7:10] might have when they land on your page.
[7:12] For example, that might include details of your
service, pricing, and other important details.
[7:19] Now, to find things worth mentioning,
the first place I'd look is at the top-ranking
[7:23] competitors' pages.
[7:25] And what you're looking for
are potential talking points.
[7:29] For example, this page ranks for "teeth
whitening" in Los Angeles, California.
[7:33] Their content uses words like
"stained" and "discolored teeth."
[7:37] It talks about "bleaching" your teeth.
[7:40] It talks about over the counter vs.
professional grade teeth whitening.
[7:44] It tells you that it's a one-hour procedure.
[7:46] That the results are long-lasting.
[7:49] It addresses tooth sensitivity during
whitening as well as the costs associated
[7:53] with the service.
[7:55] These are all important things that I think
a) helps Google better understand what
[7:59] the page is about; and b) provides a great
user experience for those looking for teeth
[8:05] whitening services.
[8:06] The second place you can look is in
the People also ask box or in this case,
[8:11] a Buyer's guide box.
[8:13] As you can see, the search results for the
query "teeth whitening" shows questions
[8:17] like "can sensitive teeth be whitened",
how much does a teeth whitener cost,
[8:23] what is the best teeth
whitener brand, and more.
[8:26] Now, if you want to cut out some of
the guesswork, you can try the third
[8:29] method and that's to look at your
competitors' organic keyword rankings.
[8:34] To find these keywords, we can paste our
competitors' URL into Ahrefs' Site Explorer
[8:39] and then head on over to
the organic keywords report.
[8:42] Next, let's set a filter to only show
keywords that rank in the top 10 to
[8:46] keep our results relevant.
[8:48] And as you can see, the page ranks
for things mentioning specific cities
[8:52] like Los Angeles, Beverly Hills,
and even a specific zip code.
[8:58] It also ranks for things related
to tooth bleachings.
[9:01] So these are some things that you'd want
to consider talking about in the content of
[9:04] your service landing page.
[9:06] Now all you have to do is rinse and repeat 
these steps and you should know exactly
[9:11] which service pages you'll need to create
and what key points to talk about in them.
[9:17] Keyword research is in the books and now
it's time to actually create the content for
[9:21] those pages.
[9:23] Watch our video on content writing
for SEO to learn how you can best
[9:27] optimize your pages to rank higher in Google.
[9:29] And I'll see you in the next tutorial.

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