If you have a small business and you offer a service, you can stop thinking about creating tons of keywords. This is kind of the old approach - using generic terms and limiting them with negative keywords. Let me show you a more effective strategy.
Focus on High-Converting Search Terms
Here's the key insight: 80-85% of searches follow two simple patterns - your service plus the cost, or your service plus the area. By focusing on these patterns, you'll capture the best converting traffic possible.
While there's a small percentage of long-tail queries (people asking detailed questions), these users are typically "colder" in terms of conversion readiness. We still want this traffic, but focusing on service + cost and service + area will connect you with the warmest leads - customers who are ready to convert.
Building Content Hubs for Better Conversion
Content hubs serve two crucial purposes:
- They provide all the content needed for SEO and organic placements
- They serve as targeted landing pages for your ads
It's crucial to maintain uniformity across your keywords, ads, and landing page content. This alignment not only drives better traffic but also reduces your Google Ads costs - a critical advantage for small businesses.
Creating Service + Cost Pages
Start by building your "service plus cost" page within your content hub. Make it comprehensive and detailed. Then, return to Google Ads to:
- Create your "service + cost" keywords
- Design ads that mention service and cost-related information
- Include calls-to-action like "Find out the cost of [service]"
While you don't need to list specific prices in your ads, your landing page should provide detailed cost information. Include a lead capture form or phone call extension to convert interested visitors.
Creating Service + Area Pages
Apply the same strategy for location-based searches:
- Create "service + area" keywords
- Design location-specific ads
- Build detailed pages for each service area
- Include neighborhood and region coverage information