Local SEO Best Practice #4 – Creating Keywords

With a list of generated keywords in hand, any business owner will be well on their way to improving their SEO efforts. However, the keywords provided by the research tools aren’t enough if they don’t include local keywords and long-tail keywords.

Many people think that using local keywords is simply attaching the name of the city or state at the end of a keyword. That’s partly true, but just like the keyword ‘plumber’ can generate dozens of keywords, so can locations.

For instance, local keywords for the term ‘plumber’ could include ‘New York plumber’, ‘Plumber in New York’, ‘Plumber near New York’, and more.

When using local keywords, business owners make it much easier for local people to actually find their business and use it. These keywords aren’t typically used so much for the search engines, as they are the people that are using them.

The opposite is true for long-tail keywords. Long-tail keywords are keywords that make up a phrase of about 5 or more words. Google and the other search engines love long-tail keywords because they best reflect the user’s intent; they tell the search engine exactly what the user is looking for. Like local keywords, long tail keywords have a lower search volume, but they do have a much higher conversion rate than head, or standard, keywords.

In addition to local and long-tail keywords, keyword modifiers can also be used. These come in the form of adjectives or secondary products and services.

When using adjectives as keyword modifiers, they can be anything from ‘best’ to ‘cheap’ or ‘affordable’. These are terms that users often use when searching for a business because they’ll likely be spending money there, and they want to make sure they’re using the best business to get the most value for their money.

Secondary services the business offers are also considered to be keyword modifiers. In the case of the plumber, this might include keywords such as ‘plumbing repair’ or ‘commercial plumbers.’

Using keyword modifiers won’t only broaden the list of keywords available, combining them with local keywords will also give business owners great long-tail keywords.

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