Rank for MORE Keywords With Service Pages
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- Опубликовано: 10 сен 2024
- If you watch my videos, you know I'm a huge fan of adding additional categories to your Google Business Profile to rank for more keywords. This same strategy can be applied to your website, too.
In this video, I tell you how to rank your website for more keywords by adding more service pages, and give you 4 ways to find content inspiration for them.
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Timestamps:
0:15 Why comprehensive service pages are important
0:57 How do you make a list of services?
1:08 Ask the business owner
1.25 Competitive analysis
2:05 Use ChatGPT
2:35 Google's "People also ask" section
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Transcript:
Hey! In a recent video I talked about how you could rank for more keywords by adding additional categories to your Google Business Profile. Well, the same sort of optimization opportunity exists on your website. I often see websites that are not taking advantage of this opportunity and they can be driving way more business.
So here's an example. Shaw Legal Solutions (no, I’m not related to Steven Shaw here) has three things under his practice areas section: personal injury, insurance bad faith, and Medicare compliance.
This is a great example of the opportunity for improvement, because personal injury has a whole realm of different keywords, service types, and types of cases that he could definitely optimize for. Afterall, people don't always type in “personal injury lawyer Seattle.” They might look up something like “car accident lawyer Seattle” or “dog bite lawyer Seattle.” So there are all these subterms that he's currently not taking advantage of on his website.
How do you find the different service types that your business provides? How do you find all the different pages you should create?
Ask the business owner
Well, one way would be to just ask the business owner. So if you are the business owner you can just list them out. If you are the SEO consultant working for the business owner, you can get on the phone with them and ask them. Get a big list of services and then create pages based off of this list.
Competitive analysis
You can also do a little competitive analysis: search for something like “Seattle personal injury lawyer,” if that’s what your business is, and take a look at other competitors’ websites.
We can look at Davis Law Group here. When you look under the case types, you see a bunch of them: drunk driving, dog bites, child injuries, insurance disputes, and if you click “see all practice areas,” you see an even bigger list!
Wow, look at all this list. So there's a whole bunch of opportunities here to build out these extra subpages,
Ask ChatGPT
This is also a pretty good use for ChatGPT. You could say something like “Please List 30 practice areas for personal injury lawyers,” and it'll give you a pretty decent list. Chat GPT is great at this kind of thing.
Alright, so once you've compiled your list, all you need to do now is make a page for every one of those different service types. The advice here is to make sure that you make your page comprehensive. We're not talking about just a couple paragraphs, really go into detail about what you do, why you're good at it, why someone should hire you for this service.
Look through Google’s “People also ask” section
Finally, it can also be helpful to look through Google's “People also ask” section for content inspiration. For example, if I was making a page on bicycle accidents, I would search Google for that term and then look at this section.
Pro tip: Expand and collapse these questions a few times to expand the list of questions.
This is really helpful to inspire content. Additionally, a lot of this stuff can actually be put as Frequently Asked Questions on the page itself, too.
Alright. Go out, build your list of services, make all these pages on your site and rank for more terms. See you next time!
Thanks Darren. Your videos are always so helpful. Speaking of helpful... is Whitespark putting out the Rankings Report for 2022, if so do you have an ETA? :)
Hey! Funny timing. I JUST finished up the survey last night and I'll be sending it out to the local search experts today. I expect to have the results published within 3 to 4 weeks.
Hi, thank you for the video.
I have a question regarding going after the 'people also ask' section in Google.
Would you recommend going after all of those questions in 1 page or create a separate page to answer each of those questions?
I like an index page that lists all the questions and then you click each question to get to a dedicated page with the detailed answer. A page for each question means you can optimize that page's title tag and content for that specific question, so now you have a dedicated page that can rank when people search that exact question.
Google uses broad matches for nearly all keywords used in Google Ads. I am wondering if that applies to websites as well? For instance, we work with HVAC contractors. HVAC service=HVAC Repair, air conditioning repair=air conditioning repair service=ac repair=cooling service=ac service, and furnace repair=furnace service=heating repair=heating and cooling for example. We already have pages for our contractor clients that detail the aforementioned major keywords in services drop downs, and similar drop downs under products and warranty for Furnaces, Air Conditioners, Heat Pumps, etc. that show product details. Should we have individual pages for the equivalent keywords under services as well? For example, under services, if we have pages for Air Conditioning Repair, do we need a menu item Air Conditioning Repair Service and ac repair? The content would be very similar. Thanks in advance!
You could create the sub pages and link to them from within the body of the parent page, but not put them in the navigation. Benefit is getting a whole new page that’s hyper focused on that sub topic. I would.
Thank you for these wonderful insights. So as a web designer in Colorado with only ONE physical location, where I really struggle is how to setup a url structure. So in your video it shows legal professionals having generic service pages like dog bite cases, but then would you build out a dog bite case page for each city you serve like you mentioned Seattle? So if you want to try and get ranking in say 10 cities in Washington, are you saying it would be best to do a generic page, and then 10 geo-specific pages for that same service?
So back to my situation, if I serve Colorado businesses with my web design services, in your expertise... would I need to have a generic web design services page, and then create a separate Denver web design page, Pueblo web design page etc?
What about the url structure: geo modified like Domain/web-design-denver or domain/web-design/denver
Thank you for any tips to implement what your talking about in this video.
Create one service page. On that service page, have a list of cities you serve.