How to know what local content prospects are searching for?

In this video, we're going to discuss how to use Google Analytics and Google Search Console to create content that people are actually searching for. So people ask all the time, well, how do you know what content to create? And you could simply say, oh, well, take your services that you offer and then create content like the five best ways to do carpet cleaning or those types of content. That type of content is good. However, it's more broad in the information that it's providing. And so it doesn't necessarily attract the customers that are closest to you. If you're a local service business, for example, five ways to clean your carpet if you have a wine stain is global universal content. It's not specifically for people in a specific location. And so obviously you don't want. Not all traffic is necessarily good traffic. Right? You want people that are local that could potentially turn into local leads. And so what we do is we use Google Analytics and specifically we use Google Search Console. And what this allows us to do is to see all the queries that people are searching over a specific amount of time. And so we can say in this past month, the past six months, past year, and then we could search in here for different queries. Or what we could look at is what are people clicking on? But more importantly, what are people actually searching? And where are we ranking on those keywords? So let's look at impressions. This is the volume of queries that we're ranking on. So to give you an idea of this universal, more broad keyword, we have smoke, damage restoration. This is in the entire world. Anyone can search smoke, damage restoration. If you see we have zero clicks on this and we have 3,000 impressions, which means we showed up 3,000 times, times, and our average position in the entire world is number 60. Which people may look at this and say, oh, that's terrible. But this keyword is not necessarily the keyword that we want for local SEO, local search engine optimization. The keywords that we want locally are like this one, water damage restoration in Fairfax, Virginia. Fairfax, Virginia is about 15 miles away from this business's location, which means that the local is Google business profile may not show up for Fairfax, Virginia water restoration, water damage restoration. So what we would do is create a case study or content specifically for water damage restoration in Fairfax, Virginia. And what we would do is maybe interview the business that we work with on a recent water damage restoration job that they did in Fairfax, Virginia so that we can use that keyword. But more importantly, we can provide a truly relevant piece from water damage to the process that we took to the unique challenges and then the overall outcome and hopefully even a nice review from this customer. So if you see water damage Restoration in Fairfax, Virginia specifically, they rank number 15. Now how does this actually work with rankings? What we can look at here is fire damage contractors, only one person search that, they rank number one. But if we look at queries that are more specific to their location, this is what we want. Like fire Restoration, Fairfax County, 10 people search that, they rank number one. If we go to the landing pages here, we can see that these are their interior service pages. So fire damage restoration, water damage restoration. So if we look at this here, fire and smoke damage restoration. This is an interior page on their website. But check out this. Water damage restoration and mitigation. Alexandra, Virginia got 3,000 impressions and one click through. And so this is the power of how this works. Mold remediation, Great Falls, Virginia this is another project that they did 637 impressions. So yes, we want clicks, which is important and they will come, but more importantly, we want the visibility because if they see you in an ad, then they see you on the Google Local service pack, then they see you also in the bottom section of your on site SEO. It all works together. So we're hitting them in all components. So if you're interested in creating content like this, that's a good framework that I just showed you. We obviously help local service businesses grow by getting more visibility, turning that visibility into customers. And so be sure to like and subscribe so that you get more videos like this and we'll see you on the next video.