Local keyword research isn’t just about finding what people are searching for. It’s also about understanding how you’ll target those keywords.
Most of the time, your homepage isn’t going to rank for all the services you offer.
That’s why most local businesses create pages dedicated to each service.
This is where things can get a little confusing because it’s not always obvious which services do and don’t need dedicated pages.
For example, take these services:
combi boiler installation
oil boiler installation
It’s not clear whether we need dedicated pages for “combi boiler installation” and “oil boiler installation” or whether we can rank for all these terms and more with a page about “boiler installation.”
The best way to check is to analyze the current top-ranking results for the keywords.
For example, looking at the search results for “oil boiler installation,” the page from the local business ranking in position #4 is specifically about oil boiler installation—not just boiler installation in general.
So, in my opinion, our site should have a dedicated page for this service.
If we do the same thing for “gas boiler installation,” we see this page in the top 10:
As this is not specifically about gas boiler installation, we probably don’t need a dedicated page for this service. We can try to rank for this and related terms with a broader page about boiler installation/replacement.
That said, it’s worth noting that there’s some nuance to this process and it isn’t an exact science. If you’re unsure at any stage, just think about whether site visitors would find a page dedicated to a specific service useful. If it feels like you could easily tell them everything they need to know about that particular service on a broader page, it’s probably not worth creating a dedicated page.
Step 5. Look for ‘things to mention’
Let’s say that one of the services you offer is boiler repair.
How do you create a page that ranks locally for “boiler repair” and related terms?
Unfortunately, the approach many people take here is keyword stuffing. This is where they find all of the most popular ways someone might search for a service and repeat those exact phrases in their copy.
Here’s an example:
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
This is the wrong approach. All it does is make the page unreadable.
But while you shouldn’t stuff keywords, it is worth looking for relevant ‘things to mention’ for a few reasons:
It can improve ‘topical relevance’. If a page about boiler installation talks about the types of boilers you offer, pricing, and locations served, that’ll probably help Google understand the overall topic of your page and have confidence in ranking it higher.
It can help you rank for long-tail keywords. Not everyone searches for something the same way. For every 100 people searching for boiler repair in London, there are probably a handful searching for boiler repair in North London.
It helps visitors. People searching for boiler installation services probably want to know what you offer and how much it’ll cost.