Handymen and service-based websites can optimize content based on user intent, all while generating income from their blog posts. This week’s Ask An SEO query comes from Stephen:

“How can a service provider determine what people are searching for, and how can they monetize blog content without selling a product or book yet?”

This is a crucial distinction between traditional e-commerce SEO and service providers regarding keyword research and crafting converting blog content. The approach further differs between local and national levels, but I’ll focus on actionable strategies applicable to service providers at large for this discussion.

Please note: Service providers encompass a spectrum from purely online services (such as hosting or VPNs) to physical services (like plumbing or car towing) and even hybrid services (such as a veterinary pharmacy offering both local pickups and national shipping).

Tailoring these strategies based on the specific service offered is essential.

 

Strategies for Localized Keyword Research

 

Let’s delve into the initial segment focused on keyword research.

Like a retail shop specializing in t-shirts, you’ll encounter common phrases like “electricians near me” or “dog groomers in Logan Circle.

For these cases, the approach to keyword research remains consistent using your preferred tool, such as Google’s Keyword Planner. However, since Keyword Planner may not provide detailed local volumes, it’s advisable to complement it with your local knowledge.

 

Consider the neighborhoods where your target audience resides

 

To estimate market demand, I recommend aggregating the total search volume from a larger city with a similar demographic or from the entire nation. Then, divide this volume by the city’s population, adjusting it with a weight based on the demographics specific to that region.

For instance, if 100 people search nationally and your city constitutes 10% of the population, assume around 10 people are searching locally. If your city has a higher density of relevant demographics, consider increasing it to 12; if it is lower, then decrease it to 8.

 

Tailoring SEO to Local Nuances

 

Suppose you operate a daycare service in a city where many residents are more inclined to have children. Consider slightly increasing the anticipated search volume in your projections in this scenario.

Alternatively, your dog grooming service primarily caters to larger breeds, yet your suburb demographic leans heavily toward Chihuahuas and Pomeranians. In that case, slightly reduce the projected search volume.

This is where your intimate knowledge of the locality becomes pivotal.

For instance, envision you’re operating a daycare center downtown, but your target audience primarily resides in the suburban and residential neighborhoods within the city.

During local keyword research, aligning with the areas your target audience frequents is crucial. For instance, if you cater to downtown professionals needing childcare while at work, the focus should be on something other than the neighborhoods where they reside.

For instance, if your daycare operates in DC, it wouldn’t be beneficial to emphasize keywords like “childcare in Petworth,” mainly if your establishment isn’t situated there.

Instead, emphasize keywords like “childcare in downtown DC” or highlight the specific area where your business is located. This approach aligns with your customers’ search intent and your business’s physical existence.

 

Expanding to Long Tail and Specific Phrasing

 

Let’s delve into long-tail phrases and specific wording, where the real value lies. Consider the demands of a busy professional. At times, they might work late and struggle to pick up their kids on time, making it essential to optimize for phrases like “open late.”

Similarly, professionals might not search solely for “downtown”; instead, they might use specific landmarks like “Chinatown” or reference locations such as “near the Capitol building,” primarily if they work on Capitol Hill. Integrating these details into your content through FAQs detailing proximity or directions can significantly benefit your audience.

This content serves potential customers and assists existing clients in locating your business while signaling your services and locations to search engines. A standard keyword research tool might not uncover these nuanced search volumes. Hence, your local expertise is crucial in combining modifiers with primary queries.

Bonus tip:

• Ensure your operating hours are prominently displayed on your webpage.
• Include them within your Google Business Profile.
• Implement proper schema markup indicating the service area and detailed daily operational hours.

These tactics offer a competitive edge over businesses with flexible hours or needing SEO expertise in their strategy.

 

Crafting a Localized Service Blogging and SEO Strategy

 

Another approach to service provider keyword research involves addressing your audience’s questions, which can vary significantly based on their specific geographical circumstances.

Consider comparing a dry region with minimal water and a flood-prone coastal area—these distinct environments will evoke different needs within your audience.

Let’s take the example of a handyman or plumber:

In arid regions, roofs might suffer from dry rot, while in wetter climates, issues like mold or leaks may prevail due to the expansion, contraction, and degradation of materials caused by water and ice.

Using local knowledge, create content to identify these problems and craft informative “how-to” articles for your blog. Address common and uncommon issues you frequently resolve, tailoring your content to resonate with specific local audience’s needs and challenges.

Through this content creation, you assist your local community and reach individuals in similar climates, offering insights into resolving these issues. They might attempt a DIY solution; if it proves complex, you can provide a method for them to request a service quote from you.

Moreover, consider utilizing a remarketing pixel to target these audiences and promote your services. Introduce a home upkeep subscription package to build your monthly recurring revenue (MRR).

If you sell the necessary repair parts or tools, incorporate internal links to these relevant pages within your content. Conclude your posts with a compelling call to action, such as “For DIY enthusiasts, explore tools required to fix XYZ damage here,” providing an opportunity to generate revenue even in such scenarios.

 If you offer nationwide services, implement a similar strategy, but ensure your blog is categorized differently.

Use categories relevant to local concerns for your local business, facilitating easy navigation for individuals seeking specific resources related to their area.

Here’s a pro tip:

1. Utilize YouTube as a valuable resource to discover various “how-to” topics.
2. Begin typing a few initial words or the specific issue in the search box and observe the recommendations.
3. Review the video titles that appear, paying attention to metrics like view counts, comments, thumbs-ups, and other engagement signals. This analysis can reveal the prevalence of particular issues.

While the blog post addresses the “how-to,” consider the service pages themselves. It’s crucial to segment keywords based on user intent.

Search queries for “how-to” guides often involve individuals identifying problems, seeking DIY solutions, or merely desiring step-by-step instructions. Alternatively, they might be gauging the skill levels required and realize the complexity, prompting the need for professional assistance—which is where your services come into play.

Now, if the query is “roofers that specialize in mold,” it indicates someone actively seeking a service provider. In this case, refrain from optimizing the “how-to” guide for it; instead, optimize your service page to cater specifically to such inquiries.

 

Monetizing Your Service-Oriented SEO Ventures

 

With a wealth of keyword research avenues for service providers, let’s explore the final phase—earning revenue without having a product or ebook readily available.

Here’s a range of options to consider:

 

1. Newsletter List Building: Create a newsletter list and offer sponsorships to local or national businesses that complement your future offerings. This strategy ensures income even if prospects are temporary buyers.
2. Affiliate Marketing: Incorporate affiliate links in your content. By sharing relevant content regularly, you foster trust and secure future service requests based on audience needs.
3. Analyzing Conversions: Observe which products, services, or guides garner the best conversions. Use this insight to prioritize your future offerings more effectively.
4. Ad Networks: As traffic grows, join a CPM or CPC ad network. Earn revenue based on views and clicks from your audience.
5. Ad Space Sales: Sell ad space and seek sponsorships from complementary businesses or service providers.

Ultimately, the key lies in directing your audience to a platform under your control—such as a newsletter, SMS list, or a community forum—where you can effectively engage and market back to them. This approach offers diverse monetization possibilities while fostering a loyal community.

If you’re finding navigating challenging, consider exploring our monthly SEO packages. Our team of experts is here to lend a hand and guide you through the process.