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Keyword Research &<br />
Content Planning<br />
WHY KEYWORD RESEARCH IS IMPORTANT<br />
It’s simple, <strong>the</strong>re are two things that are working in your favor that, if you<br />
take advantage of, <strong>to</strong> help you rank in <strong>the</strong> search engines: search volumes<br />
and <strong>the</strong> fact that Google ranks web pages not websites. You need<br />
keyword research <strong>to</strong> make sure that you know you’re targeting <strong>the</strong> right<br />
keywords, not <strong>the</strong> ones you think are right. <strong>The</strong>n you apply that keyword<br />
research <strong>to</strong> <strong>the</strong> existing pages on your website <strong>to</strong> figure out where <strong>the</strong><br />
gaps are. Since Google ranks web pages and not web sites, it’s important<br />
that you adopt a 1:1, keyword <strong>to</strong> webpage strategy. Where each page on<br />
your website is specifically targeted for a keyword you’re going after. This<br />
is <strong>the</strong> most effective and efficient use of your time.<br />
KEYWORD RESEARCH IN A NUTSHELL<br />
Keyword research looks much like a refining process, you’re going <strong>to</strong> a<br />
bunch of ideas at a wall, see what sticks, refine, and continue <strong>to</strong> make<br />
your way through that process until you have a list of great target<br />
keywords that you can highlight. I’m going <strong>to</strong> let you in on a little secret,<br />
for local service businesses, <strong>the</strong> formula is incredibly simple….<br />
Target services that you provide and <strong>the</strong>ir variants as well as <strong>the</strong> most<br />
high level variation of <strong>the</strong> services that you provide, combined with all of<br />
<strong>the</strong> cities in your service area.
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