Start with the customer
Think of the words your best customer uses when they need you right now, not the words you use for your trade. A homeowner says my roof is leaking, not remedial membrane repair.
Use their language.
Buyers versus browsers
Some searches come from people researching, and some from people ready to hire. The second group is worth far more, even at lower volume.
Words like near me, cost, emergency and hire often signal buyers.
Add the place
Local words, such as Nashville, Franklin, Brentwood or a neighborhood, turn a general search into a local one. These are often easier to win and more valuable.
Each area deserves its own page.
Check the competition
Look at who ranks today. If the top results are big directories, that search may be hard. If they are weak local pages, it may be an opportunity.
Our research service does this for you.
One page, one purpose
Give each important search its own page that answers it fully. Do not stuff many terms into one page.
Write for the person first.
Review often
Customer words change and new questions appear, especially around AI and voice. Revisit your list at least once a year.
Our density and SERP tools help you check your work.
Choose the searches that real buyers use, add your local places and give each one a page that answers it fully.
