Elio

Member
Joined
Jul 31, 2015
Messages
29
Reaction score
2
Hi all!

The other day I was reading a few articles about creating local content to rank organically for locations outside the main area. But that got me thinking:


  1. How does one go about keyword research? I mean if you are going to write local content, about local events, local testimonials, whatever, I presume there won?t be that many searches per month for whatever combination you could think of. So my question here is: does it make sense to do keyword research for local content?
  2. The first question led me to think: what if a local business is running a blog in which they write not only local content but also content for the ?global market?? Would it make sense here to make some keyword research for writing blog posts or would it be better to focus the optimization around some keywords only for really important pages (AKA local landing pages)? I?m asking this because I have been doing a lot of keyword research for some blog posts the clients have been writing, but I don?t think it is not worth the effort since the competition is really strong and since the easiest keywords to rank for have usually low traffic.

I know this topic has been debated at length but I could not find anything related to local businesses talking both to local and global audiences.

Thanks for your opinions
Cheers
 

JoshuaMackens

Local Search Expert
Joined
Sep 12, 2012
Messages
1,950
Reaction score
579
If it's truly a location specific topic, that may be really difficult. You're correct in that Adwords probably won't have data on it. Your best bet is just to brainstorm and maybe even try an autocomplete wildcard search in Google. For instance if you were looking for "places to eat in NY" you could do "* places to eat in NY" and autocomplete would give you a list of what the most popular searches are for words that go in front of "places". You can do that between each word to get a decent size list. That will help your brainstorm (I hope all of that made sense, I'm tired :))

If your content is truly a location specific topic and can be replicated in other markets, then you could obviously do a national search on the same question and then use the Keyword Planner to get an idea of how to prioritize your keywords based on volume.

Do you have a topic example?
 

CodyBaird

Member
Joined
Jan 4, 2013
Messages
341
Reaction score
126
I don't recommend adding geo modifiers "houston" for example when doing keyword research for blog topics. Use queries at a national level. Then add the geo after the content is finished.

I like to start by speaking with sales and support staff to find out the common questions/faq's asked by the current clients. Tackle all those topics first.

Then move to audience research. This research may be by email, phone or in person. I'm looking to break audiences into 3 groups.

1. Those that tried the product/service and loved it, ie repeat buyers or clients that have been with the business for years.

2. Those that tried the service but left, ie weren't satisfied.

3. Those that were leads but didn't convert or buy.

You want to identify what the reservations, questions, concerns that each group had before/while making the decision.

You want to find out why group 1 and 2 chose to work with the business. And find out why group 3 didn't try it at all.

You want to find why group 2 left.

You want to find out why group 1 is so loyal.

Keyword research and content without tackling these items will always fall flat on its face.

Start with people. Not keywords.

I learned the following after a decade of researching hundreds of businesses and verticals:

All queries boil down to 5 buckets of questions:

1. How much does it "cost". Example: how much do dental implants cost. Cost of single implant. Cost of mini implants.

2. What are the potential "problems" or "pitfalls" of the product/service. Example: possible complications with dental implants. Recovery from dental implants. Pain after implants.

3. What are the "pros and cons" of the service. "Comparison" (x) service/product to (y) service/product. Example: Dental implants vs bridges. Pros and cons of implants. Pros and cons of bridges. Veneers vs lumineers. Or dental practice X vs practice Y.

4. "Reviews" about service/product. Include customer reviews and/or links to 3rd parties that review/recommended said product/service.

5. "Best" implant dentist in houston. Why is your client/product best? Back it up with links or references to 3rd parties when possible.

Take a topic and tackle it this way then use keyword research to expound on this direction, or to guide you by using the most common queries for each of the 5 subtopics.

I like google auto suggest, ubersuggest, Google trends, and adwords keyword planner. Old school for the win and you don't need an expensive software.

I like to tackle all service/product categories this way. Involve owner, sales, and support team. Shouldn't need more than 15 mins per service/product. Then let the team review the content before posting. Splash some original images or video. Back it up with data where appropriate, charts, graphs, infographic if time or budget allow.

Now we're making content thats gold baby!

Sent from my SM-G900V using Tapatalk
 

Elio

Member
Joined
Jul 31, 2015
Messages
29
Reaction score
2
@ Cody
WOW! Thank you very much for taking the time to outline the whole process for me.

The process you suggest makes perfect sense but I’m not sure how to tie together the first part of your idea “Use queries at a national level. Then add the geo after the content is finished” with the all rest, for example a query from bucket #2, like “Pain after implants”.

How do you write content around the concept of pain after an implant that is also relevant for people in Houston, for example? After all, pain is pain everywhere ;)
An interview/review, for example?

Again I ask this because, the concept you propose, in general, is clear and makes sense, but the first part of the answer confuses me a bit: “Use queries at a national level. Then add the geo after the content is finished”.

How do you write content like this without writing an article that sounds like “How to deal with pain after an implant in Houston”?, which I’m 10000% sure this is not what you had in mind ;)

Thank you again

---------- Post Merged at 06:23 PM ---------- Previous Post was at 06:08 PM ----------

@ Joshua

the idea of the wildcard is actually pretty good, and, yeah it all made sense ;) .

As for the topic idea, on the top of my head, one could be for example something like ?How much does it cost to install bathroom ceramic tiles?? for a pottery shop's site in Formia (a town close to Rome)

Thanks again
 

JoshuaMackens

Local Search Expert
Joined
Sep 12, 2012
Messages
1,950
Reaction score
579
That could be a national query so I would just use the wildcard search with no location keywords and then use the Keyword Planner to back that up. If you rank at the top of the list for that search, and have very valuable information, you could get some backlinks for it.
 
Similar threads
Thread starter Title Forum Replies Date
E Keyword Research for Blog posts and local content Local Content 4
JoyHawkins How Do You Do Local SEO Keyword Research? Local Content 15
Blake Denman Local Keyword Research Local Search 1
ntaylor360 Keyword Research Tool Local Search 3
H Keyword research and determining what is a local term or not. . . Local Search 7
JoyHawkins The Proper Way to do Keyword Research in 2016 Marketing 9
James Watt New Keyword Research Tool with cool local features Local SEO Tools & Software 1
Mark Warner Need A New Keyword Research Process and Software, Pls Help Local Search 0
Colan Nielsen Great Keyword Research Tip Local Search 6
Linda Buquet How to Use Google Trends for Local Keyword Research Local Search 0
foxxr Local Keyword Research Process Local Search 5
grasshoppersean Stuck on keyword research. Help please. Local Search 5
Linda Buquet Targeting The Long Tail In Google Local Search w/ Keyword Research Local Search 2
Linda Buquet Fine Tune Local Keyword Research with Google Trends Local Search 1
D Local Keyword Research Methods Local Search 1
Chris Ratchford Keyword Research via AdWords testing Organic SEO 8
Linda Buquet Hot for Local! NEW Google Keyword Planner - KW Research by City Local SEO Tools & Software 40
Linda Buquet 10 Local SEO Keyword Research Tips Local Search 0
R Re: LOCAL Keyword Research Tools and Tricks Recycle Bin 0
Linda Buquet LOCAL Keyword Research Tools and Tricks Local SEO Tools & Software 32
I Is there an uptick in keyword planner data being excluded for healthcare related terms? Paid Search and Local Service Ads 5
chrism Local Competitor Keyword Stuffing/Similar Words In GMB Spam on Google 8
D Keyword Targeting by "Location" vs "Near Me" Organic SEO 8
jross Homepage Focus Keyword? Local Search 3
RattlingTram Wild rank variations for plural v singular & same intent single keyword searches Ranking Puzzles 2
Ben Walsh Best keywords to use for geogrid ranking maps Ask a LocalU Expert [PRIVATE] (LocalU) 2
RattlingTram Map Pack Rankings for SAB with equal intent keywords Service Area Businesses 2
coachmarino Keywords in Name NAP, Categories, Dashboard Data 5
coachmarino DUP Keywords in Name Recycle Bin 0
Gsmithmike The most accurate Tool to show Local Search Result for Geo Targeting keywords? Local SEO Tools & Software 3
Andy Keyword stuffing - dentist NYC Spam on Google 3
Ben Walsh Keyword in meta title twice Ask a LocalU Expert [PRIVATE] (LocalU) 1
Y My rival manipulates google autocomplete and now whenever I write keywords on google his name appears Local Search 14
N DUP Main keywords Unexpectedly dropped Recycle Bin 4
MKubot One GMB Keyword Outlier Ask a LocalU Expert [PRIVATE] (LocalU) 2
M Google keyword planner vs Ahrefs Local Search 1
Y Sudden GMB Ranking Drop for all keywords Google My Business & Google Maps 7
Lachlan_Wells Is it time to rethink our definition of keyword stuffing? Google My Business & Google Maps 7
D Name of town/city in keyword phrase Recycle Bin 0
koji Name of town/city in keyword phrase Local Search 5
K Keywords in Review Response Local Reviews 5
eshad Keyword tracking for nearby towns Local Search 4
djbaxter The search could not be completed because the keywords were too short, too long, or too common. How To Guides 3
W Do keywords in Google My Business (GMB) reviews help ranking Local Reviews 3
Dana Franks Google putting home page title keyword on other pages Organic SEO 6
M Keyword in SERP-title as indicator for competition Organic SEO 2
S Stop words in title or not - for the main keyword? Local Search 2
H Keyword vs. Keywords plus GEO Local Search 1
B Best practice for flagging keyword-stuffed business names Recycle Bin 0
eshad Reviews not showing for businesses for certain keywords in maps? Local Reviews 6

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert


Top Bottom