Hey Boss,

Here’s secret number 2 to getting more leads, served up hot and ready. This one gets a little technical, but take it step by step and you’ll be fine. I know you know how to work through much bigger tasks than this but today, we’re staying local.

Secret 2: Target Local Keywords in Your Content

Keyword here is LOCAL. Got it? Warning that some of this language is going to be brand new to some. No big deal. You got it.

Step 1. Keyword Research: Finding the Right Local Keywords

Local keywords are going to help your ideal customers find you when they’re looking for someone to help them online. Here’s how you’re going to figure out which local keywords to use:

Start in Google Search: Type relevant terms like “construction company” or “plumbers” into Google and check out the auto-suggestions. These are popular search terms in your area.

• Use Keyword Tools: Options for these tools are vast. But here are a few to get you started. Honestly, it does take you time to learn how to use these efficiently but you can take a day or two to get good enough to get going.
  • Google Keyword Planner: This free tool can help you find search volume data and keyword suggestions for your industry and location.
  • Tools like SEMrush or Ahrefs: These offer more advanced keyword insights, including competitor keyword rankings and location-specific keyword data.
  • Mangools is a slightly less expensive option that I’ve seen recommended many times.
• Focus on Local Modifiers: Combine service keywords with location-based terms like:
  • “Best construction company in [City]”
  • “Affordable electricians near [Neighborhood]”
  • “[City] HVAC services” These location-based modifiers help you appear in local search results when potential customers are looking for services in their area.
• Long-Tail Keywords: Long-tail keywords, like “affordable kitchen remodeling in [City],” may have lower search volumes but higher intent, making them valuable for lead generation.

Step 2. On-Page SEO: Optimizing Website Content

Once you’ve collected a list of the right local keywords, integrating them into your website through effective on-page SEO is key. All this to appease the Google overlords. 

• Website Meta Titles and Descriptions:
  • Include local keywords in the meta title and description of each webpage. Example: “Best Roofing Contractor in Vancouver | Free Estimates” for your homepage or service pages.
  • Keep the meta description around 155 characters, clearly highlighting your services and location.
• Headers and Body Content:
  • Use H1 tags for primary local keywords, like “Residential Construction Services in [City].”
  • In H2 and H3 tags, incorporate secondary keywords or related services. Example: “Remodeling Services for Homes in [City]” or “Expert Plumbers Serving [City & Nearby Areas].”
  • Naturally integrate these keywords throughout the body text, avoiding keyword stuffing. For example: “We offer top-notch home renovation services in Vancouver, specializing in kitchen, bathroom, and whole-home remodeling.”
• Location-Specific Landing Pages:
  • If you service multiple areas, create dedicated landing pages for each location. For example, if you serve Vancouver, Burnaby, and Richmond, each city should have its own page optimized for keywords like “General contractor in Burnaby” or “Home renovation in Richmond.”
  • Each page should be unique, featuring content tailored to the specific area’s needs, including any local regulations or community-related information.
  • This helps your website have more opportunity to rank for way more local search terms to increase your surface area of being found online. 
• Schema Markup:
  • Use local business schema on your website to help search engines understand your business details (location, services, reviews, hours, etc.), which enhances your chances of showing up in rich search results (e.g., the local pack or Google Maps).

Step 3. Blogging: Engaging Your Local Audience

A regularly updated blog or article section not only boosts your SEO but also helps you get more potential leads coming to check out your business. Again, the more relevant content that connects to your target audience you have, the more likely your business will show up in search. 

• Local Topics and Events:
  • Write blog posts around local events or seasonal changes that might affect your industry. For example, if you’re in the HVAC business, post about “How to Prepare Your Heating System for Vancouver Winters.”
  • Cover any local news, regulation changes, or industry trends. This makes your business appear knowledgeable and up-to-date.
• Service-Specific Guides:
  • Provide helpful guides with local relevance, such as “5 Common Plumbing Issues in [City] Homes” or “The Best Materials for Home Renovation in [Your City’s Climate].”
• Local Case Studies and Success Stories:
  • Showcase your work with local clients. This demonstrates your expertise in the area and adds credibility. For example, a blog titled “How We Transformed a Burnaby Family’s Home with an Open-Concept Kitchen” can attract potential clients from Burnaby.
  • Include before and after photos to make more of an emotional impact.  
• Incorporate Local Keywords in Blog Content:
  • Each blog post should include local keywords relevant to the service you’re promoting. For instance, if you’re a roofing contractor, you could write, “How to Spot Roof Damage After a Storm in [City],” making sure to include your targeted location.
• Optimize for Featured Snippets and Local FAQs:
  • Use structured content that could appear in Google’s featured snippets. For example, a blog post titled “What’s the Cost of Bathroom Remodeling in [City]?” can give users the quick answers they’re looking for.
  • Address local FAQs, like “Do I need a permit for a home renovation in [City]?”
  • This type of content could also double as a great lead magnet (something we’ll get into in tomorrow’s email. 

Additional Tips for Success:

• Internal Linking: Ensure your blog posts link back to key service pages, boosting their SEO authority. For example, a blog on “How to Choose the Right Construction Materials” could link to your “Residential Construction Services” page.
• Call-to-Action (CTA): At the end of each post, include CTAs like “Get a Free Estimate” with a link to your contact page, improving lead generation efforts. Try and imagine where a potential client is at in their buying journey. They might be at the very start, not yet ready to even get an estimate. Maybe all they’re ready for is to read the next blog post on why installing new windows can help them be eco conscious and save a bunch of money on heating and cooling in the next 3 years. You’re bringing them one step closer to a purchase and getting your business name as the authority they’ll start to know and trust because of this great value you’re giving them for free. 
• Promote Blog Content: Share your blog posts on your Google Business Profile posts, local Facebook groups, forums, and industry-specific platforms to drive local traffic to your website.
• Link Building: Build local backlinks from reputable local websites, such as local news outlets or industry-specific directories.

By focusing on these keyword research, on-page SEO, and blogging strategies, a construction or home services business can significantly enhance its local visibility, attract more organic traffic, and ultimately, generate more qualified leads.

Thanks for taking the time to work through this! The next step is working on lead magnets to help prime people to go from curious about the service to being ready to buy.