Oct 20, 2023 | SEO Tips
Unlocking the Potential of SEO for Business Coaching
If you are an online business coach, you may already understand the importance of developing a strong web presence. But does your web presence include search engine optimization (SEO)? If not, you’re missing out on one of the most powerful tools available to increase your visibility and reach more potential clients.
Let’s explore why SEO is so important for business coaches.
Hi It’s me, JEN – I follow a lot of business coaches on Instagram and their #1 problem is attracting clients that actually convert!
Believe it or not, online business coaches make a lot of content and gain a lot of followers and views but are very seldom able to convert an online fan into a paying customer. (especially high ticket customers)
Let me tell you why this is… SEO converts 8x better than social media and paid advertising. TA-DA!
Why SEO Is Important for Your Business Coaching
SEO is important because it helps ensure that your website appears in the top search results when potential clients search for a business coach. This means that more people will find your website and be exposed to your services, which gives you a greater chance to provide those services and increase your client base.
But SEO isn’t just about making sure people can find your website; it’s also about providing valuable content that makes them want to stick around — and maybe even contact you!
Quality content helps build trust with potential clients by showing them that you are knowledgeable in their chosen field, which increases the likelihood that they will hire you as their business coach. In addition, quality content helps establish credibility within the field of business coaching and gives current clients something to refer back to if they need additional information or assistance.
How You Can Leverage SEO for Your Business Coaching
To get started with SEO, there are several steps you can take: firstly, create an effective keyword strategy.
Research relevant keywords related to business coaching and use those words throughout your website — especially in title tags, meta descriptions, headings, and titles — so that when people search using those terms, they’ll be directed to your page.
Secondly, start building backlinks by connecting with other websites and blogs related to business coaching; this will help show Google that yours is an authoritative source on the topic.
Finally, create high-quality content regularly—this could include blog posts or e-books—to ensure that visitors stay engaged with what’s on offer and come back for more!
Search engine optimization (SEO) is essential for any online business coach who wants to grow their client base and reach new heights in their career. By leveraging effective keywords, building backlinks from credible sources, and creating quality content regularly, you can increase visibility online and make sure potential clients can find you easily when searching for a business coach. With SEO on your side, the possibilities are endless!
Are you an online business coach looking for better SEO services?
Jen Ruhman SEO offers the best and most affordable SEO services for online business coaches. We can help you increase your website traffic, leads, and sales.
As an SEO company in San Diego, I know that as an online business coach, you want to provide the best possible experience for your clients. That’s why we offer a wide range of expert SEO services that are designed to help you reach your target audience and get more clients.
Contact us today to learn more about our SEO services!
Oct 11, 2023 | SEO Tips
If you’re trying to improve your visibility online, you may have heard the terms SEO and Local SEO used almost interchangeably.
They are related, but they are not exactly the same thing.
Traditional SEO focuses on improving a website’s visibility in organic search results, while Local SEO places additional emphasis on helping a business appear for searches connected to a specific geographic area.
I’ve worked in SEO for more than 20 years, and for many local businesses, the best strategy isn’t choosing one or the other.
It’s understanding how the two work together.
A San Diego business, for example, may want its website ranking organically for valuable service keywords while also appearing prominently in Google Maps and other local search experiences.
That requires both strong website SEO and strong local signals.
Table of Contents
Quick Answer: What’s the Difference Between SEO and Local SEO?
SEO focuses on improving a website’s visibility in organic search results, while Local SEO focuses on improving visibility for searches tied to a specific location or service area.
Traditional SEO may help a business rank for searches such as:
- How does SEO work?
- Best retirement planning strategies
- How to choose a financial advisor
- How does hair restoration work?
Local SEO is more concerned with searches such as:
- SEO company San Diego
- Financial advisor San Diego
- Personal trainer near me
- Hair restoration Los Angeles
- Spray tan La Jolla
Local SEO also involves signals beyond the website itself, including Google Business Profile, reviews, proximity, local citations, business categories, and geographic relevance.
For many local businesses, SEO and Local SEO should support each other rather than operate as separate strategies.
What Is SEO?
SEO stands for Search Engine Optimization.
SEO is the process of improving a website so search engines can better understand its pages and connect them with relevant searches.
A comprehensive SEO strategy can include:
- Keyword research
- Search intent analysis
- Technical SEO
- Website architecture
- Content optimization
- Internal linking
- Backlinks
- Structured data
- Page experience
- Topical authority
- Content development
Traditional SEO doesn’t necessarily require geographic intent.
A company selling products nationally, offering online services across the country, or publishing informational content can use SEO without focusing heavily on one city.
What Is Local SEO?
Local SEO is a branch of SEO focused specifically on helping businesses become more visible to people searching within a particular geographic area.
It is especially important for businesses that serve customers at a physical location or within a defined service area.
Examples include:
- Attorneys
- Financial advisors
- Dentists
- Therapists
- Med spas
- Personal trainers
- Restaurants
- Plumbers
- Electricians
- Roofers
- Hair restoration clinics
- Local professional service companies
Local SEO often includes traditional website SEO, but it also introduces additional signals that help search engines understand where a business operates and which local customers it may be relevant to.
If you want a deeper look at the process, I’ve created a separate Local SEO guide for San Diego businesses.
The Main Differences Between SEO and Local SEO
The easiest way to understand the difference is to look at what each strategy is trying to accomplish.
Traditional SEO asks:
How can we make this website more relevant and authoritative for this topic or search?
Local SEO adds another question:
Why should this business appear for someone searching in this particular location?
1. Local SEO Focuses More Heavily on Geographic Search Intent
Location is one of the biggest differences.
A traditional SEO search might be:
“how to choose an SEO company”
A local search might be:
“SEO company San Diego”
The second query includes geographic intent.
Google understands that the searcher isn’t looking for general educational information.
They’re likely looking for an SEO provider serving San Diego.
Geographic intent can also exist without the city being typed directly into the search.
For example:
“personal trainer near me”
Google can use location signals to determine which businesses may be relevant nearby.
2. Local SEO Includes Google Maps and Local Search Results
Traditional SEO is usually associated with the organic results appearing on Google’s search results page.
Local SEO also focuses heavily on map-based visibility.
For many local service searches, Google can display a map with nearby businesses before or alongside traditional organic results.
This means a local company may have two major opportunities:
- Rank in Google’s local or map results
- Rank in Google’s organic website results
I don’t treat these as completely separate worlds.
A strong website can reinforce the relevance and authority of the business behind the Google Business Profile.
3. SEO and Local SEO Use Different Keyword Strategies
Traditional SEO keyword research may focus on broad topical or service-related searches.
Local SEO frequently includes geographic modifiers.
For example:
- SEO company San Diego
- SEO expert San Diego
- Local SEO San Diego
- SEO company Poway
- SEO services near me
However, adding a city name to every keyword isn’t a Local SEO strategy.
Search intent still matters.
The page itself has to genuinely serve the person conducting that local search.
This is why I spend time determining which keywords belong on service pages, location pages, supporting articles, and the homepage.
You can read more about that in my guide to search intent.
4. Google Business Profile Is a Major Part of Local SEO
One of the clearest differences between traditional SEO and Local SEO is the importance of Google Business Profile.
A Google Business Profile can provide information such as:
- Business name
- Primary and secondary categories
- Address or service area
- Phone number
- Website
- Business hours
- Photos
- Services
- Reviews
For a local business, the profile can become one of the most important search assets available.
But optimizing the profile alone isn’t enough.
I want the information on the Google Business Profile and the website to reinforce each other.
When both clearly communicate what the company does and where it operates, the local search strategy is much stronger.
5. Reviews Play a Bigger Role in Local SEO
Reviews matter to businesses for many reasons, but they are especially important in local search.
A strong review profile can help potential customers evaluate a company before they ever visit the website.
Reviews can provide signals about:
- Customer experience
- Business reputation
- Services people actually use
- Local relevance
- Trust
I don’t recommend trying to manipulate reviews or stuffing customers’ reviews with keywords.
The goal should be a consistent process for earning genuine feedback from real customers.
Reviews are both an SEO asset and a conversion asset.
6. Local SEO Uses Citations and Consistent Business Information
A local citation is an online reference to a business’s information.
These references may appear on:
- Business directories
- Industry directories
- Local organizations
- Professional associations
- Chambers of commerce
- Local publications
Consistency matters.
If the business name, address, phone number, website, and other important details differ across the web, that can create unnecessary confusion.
I don’t believe businesses need to chase hundreds of low-quality directory listings.
I’d rather focus on accurate, relevant, credible citations and mentions.
7. Website SEO Still Matters for Local Rankings
This is one of the biggest misconceptions about Local SEO.
Some business owners think Local SEO means optimizing Google Business Profile and ignoring the website.
I strongly disagree.
Your website helps establish:
- What services you provide
- Which locations you serve
- Your expertise
- Your topical authority
- Your business identity
- The relationship between services and locations
A weak website can limit the amount of context Google has about the business.
That’s why I treat the website and Google Business Profile as parts of the same local search ecosystem.
Technical SEO, content, internal links, service pages, location pages, and authority building all still matter.
8. Local SEO May Include Location and Service-Area Pages
Businesses serving multiple areas may benefit from dedicated location pages when those pages provide genuine value.
For example, a company serving several San Diego communities may have different pages for its highest-value markets.
But location pages need to be created carefully.
I don’t recommend producing 100 nearly identical pages where the only difference is the city name.
That isn’t useful to customers and can create a large amount of thin, repetitive content.
A good location page should explain why the business is relevant to that particular area.
It can include:
- Services offered in that market
- Local experience
- Nearby neighborhoods
- Relevant examples
- Local case studies
- Frequently asked questions
- Supporting local content
The strongest location pages become part of a larger local content cluster rather than existing as isolated pages.
9. Both SEO and Local SEO Need Authority
Backlinks can support both traditional and Local SEO.
For traditional SEO, links from relevant and trustworthy websites can help strengthen the authority of your domain and individual pages.
For Local SEO, locally relevant mentions can be especially useful.
Examples might include:
- Local news websites
- Community organizations
- Local event websites
- Business associations
- Industry organizations
- Local sponsorships
The point isn’t simply to collect links.
The goal is to build legitimate authority around the business.
Who Needs Local SEO?
Local SEO is particularly important when your customers need to find a provider in a specific geographic area.
That includes businesses with physical storefronts as well as many service-area businesses.
You may need Local SEO if customers search for your service using:
- A city
- A neighborhood
- “Near me”
- A county or region
- A local service category
For example, a plumber serving San Diego doesn’t need to rank nationally for “plumber.”
The business needs visibility among people who can realistically hire them.
Who Needs Traditional SEO?
Traditional organic SEO becomes especially important for businesses whose audience isn’t limited to one geographic market.
This may include:
- E-commerce businesses
- National service providers
- Software companies
- Online education businesses
- Publishers
- Consultants working nationally
- Companies targeting multiple states
These businesses may still have local elements, but geography doesn’t necessarily determine who can become a customer.
Can a Business Need Both SEO and Local SEO?
Absolutely.
In fact, many of the businesses I work with need both.
A local company might want to rank in Google Maps for:
“service near me”
while also ranking organically for:
“service + San Diego”
and publishing useful educational content that attracts customers earlier in the decision-making process.
That combination can create visibility at multiple stages of search.
This is why I don’t like putting Local SEO in its own little box.
Local search works best when your:
- Website
- Google Business Profile
- Reviews
- Content
- Location signals
- Backlinks
- Business information
all tell a consistent story.
How AI Search Changes Local Discovery
The way people discover businesses has expanded beyond the traditional Google results page.
Potential customers may now research providers through:
- Google organic results
- Google Maps
- AI Overviews
- ChatGPT
- Gemini
- YouTube
- Reddit
- Other AI-powered discovery tools
That doesn’t make Local SEO obsolete.
It makes having clear business information even more important.
I want search engines and AI systems to understand:
- Who your business is
- What services you provide
- Where you operate
- What you’re known for
- What customers say about you
- Whether other trusted sources mention you
Modern Local SEO is increasingly about creating a clear and consistent entity across the web, not simply inserting a city name into a page title.
Common SEO vs Local SEO Mistakes
Thinking Google Business Profile Replaces Website SEO
It doesn’t.
Your profile is extremely valuable, but your website provides much deeper context about your services, expertise, locations, and authority.
Creating Thin Location Pages
Changing “San Diego” to “Poway” to “La Jolla” across dozens of otherwise identical pages isn’t a strong Local SEO strategy.
Location content should be useful and differentiated.
Ignoring Organic Results Because You Rank in Maps
Google Maps visibility is valuable, but organic rankings create another opportunity to reach customers.
I want strong businesses appearing in as many relevant places as possible.
Targeting Only Broad National Keywords
If your customers are local, ranking nationally for a broad keyword may be far less valuable than ranking for highly relevant local searches.
Stuffing City Names Everywhere
Adding “San Diego” to every sentence doesn’t create local authority.
Strong Local SEO uses natural geographic signals supported by real business relevance.
SEO vs Local SEO: Which Strategy Is Right for Your Business?
If your customers can come from anywhere, traditional SEO may deserve the greater emphasis.
If your customers need to be located within a particular city or service area, Local SEO becomes essential.
For many businesses, however, the answer is:
You need both.
Your website should rank organically for important services while your local presence helps you compete in Maps and location-based searches.
When those strategies support each other, your business has more opportunities to appear when potential customers are searching.
Need Help With SEO or Local SEO in San Diego?
If you’re not sure whether your business needs traditional SEO, Local SEO, or a combination of both, I can help you determine where the best opportunities are.
I’ve worked in SEO for more than 20 years and help businesses improve organic rankings, Google Maps visibility, website structure, content, authority, and local search performance.
As a San Diego SEO expert, I work directly with my clients and build strategies around their actual market, competition, services, and business goals.
Learn more about my San Diego SEO services and request a consultation.
Frequently Asked Questions About SEO vs Local SEO
What is the main difference between SEO and Local SEO?
SEO focuses broadly on improving website visibility in organic search results. Local SEO adds geographic signals and local search elements such as Google Business Profile, reviews, proximity, local citations, and location relevance to help a business appear for searches tied to a particular area.
Is Local SEO part of SEO?
Yes. Local SEO is a specialized branch of SEO. It uses many traditional SEO techniques, including content optimization, technical SEO, internal linking, keyword research, and backlinks, while also focusing on geographic relevance and local search signals.
Does Local SEO only affect Google Maps?
No. Local SEO can influence both map-based visibility and local organic search results. A strong local strategy should include Google Business Profile optimization as well as a well-optimized website with relevant service and location content.
Do I need a Google Business Profile for Local SEO?
For businesses eligible for a Google Business Profile, it is one of the most important Local SEO assets. It helps Google understand the business category, location or service area, contact information, reviews, services, and other local details.
Can a service-area business use Local SEO?
Yes. A business does not necessarily need a storefront to benefit from Local SEO. Service-area businesses such as plumbers, electricians, contractors, mobile service providers, and other companies that travel to customers can use Local SEO to improve visibility within the areas they serve.
Do I need both SEO and Local SEO?
Many local businesses benefit from both. Local SEO helps improve visibility in map and geographic searches, while traditional SEO can help service pages, educational content, and other website pages rank in organic search results.
Are reviews important for Local SEO?
Reviews are especially important for local businesses because they help potential customers evaluate trust and reputation. A consistent stream of genuine customer reviews can strengthen a business’s overall local presence and improve conversion opportunities.
Are location pages good for Local SEO?
They can be when they provide real value. Strong location pages should contain useful information specific to the area rather than simply duplicating the same page and changing the city name. Location pages are most effective when they are part of a broader local content strategy.
Does AI search make Local SEO less important?
No. AI-powered search creates additional ways for people to discover businesses, but accurate business information, local relevance, strong website content, reviews, authority, and consistent brand signals remain important for helping search and AI systems understand a local business.
Oct 9, 2023 | SEO Tips
What Holds People Back from Doing SEO?
If you’ve been considering doing SEO for your business but haven’t taken the plunge yet, you’re not alone. Many businesses shy away from SEO because they don’t understand it or are intimidated by the process. In this blog post, we will discuss some of the common reasons why people avoid doing SEO and how to overcome them.
Reason 1: Overwhelmed by Technical Knowledge
SEO can be a daunting task for someone who doesn’t have a lot of technical knowledge, so a common reason why people avoid doing SEO is because they don’t know where to start. While there are many complexities involved in SEO, the good news is that it doesn’t require an expert to do basic SEO work. Taking courses on platforms such as Udemy can give you an overview of what needs to be done and help you get started with basic SEO tasks. Additionally, there are many online resources that can provide helpful tips and tricks on getting started with SEO.
Reason 2: Poor Results in Previous Experiences
Another common reason why people avoid doing SEO is that they had poor results in previous experiences with it. The truth is that if you don’t have a solid understanding of how to properly use keywords and other elements of search engine optimization, your efforts won’t yield much fruit. That said, it’s essential to invest time into researching best practices around keyword usage and content optimization before attempting any sort of major projects related to SEO.
Reason 3: Fear of Failing or Making Mistakes
Finally, another big reason why people avoid doing SEO is that they fear making mistakes or failing at it all together. It can be scary to put in all of this effort only for nothing to come from it. But here’s the thing—instead of avoiding the challenge altogether out of fear, embrace it! Every mistake has the potential to teach us something new about our business or industry, so view them as learning opportunities rather than failures. Additionally, trial and error may be necessary when testing out different strategies in order to determine what works best for your business – so just take things one step at a time!
As intimidating as search engine optimization may seem at first glance, there are plenty of ways that businesses can get started with basic tasks without feeling overwhelmed by technical knowledge or fearful of failure, or making mistakes along the way. By investing some time into researching best practices around keyword usage and content optimization before attempting any sort of major projects related to SEO will pay off immensely in terms of successful outcomes down the line! For those who need additional help navigating through their own unique challenges with regard to their own respective online presence, hiring an experienced professional like me may be worth considering for further assistance!
Are you looking for more traffic to your website?
SEO is the best way to get more traffic to your website. Our monthly services will help you rank higher in Google searches, so you can get more leads and sales from your website.
At Jen Ruhman SEO, we want to help you grow your business online. We know that with the right SEO strategy, you can see a big increase in traffic and revenue. We’re a top SEO company in San Diego, CA. If you’d like our help, we’re one phone call away.
Sign up for a free consultation today!
Oct 2, 2023 | SEO Tips
2023 is around the corner. Here are some important SEO trends to prepare for:
Voice search will continue to grow in popularity, so make sure your content is optimized for voice search
SEO is always changing and evolving, and one of the latest trends is optimizing content for voice search. With the rise of digital assistants like Siri, Alexa, and Google Assistant, more and more people are using their voices to search for information online.
And since Voice search is often used for local searches, it’s important to make sure your content includes relevant keywords and location information. In addition, since people often speak in full sentences when using voice search, be sure to use natural language in your content rather than keyword stuffing. If you keep these tips in mind, you can make sure your content is ready for the future of voice search.
Mobile optimization will be more important than ever – make sure your website is mobile-friendly
Mobile devices are becoming increasingly popular, and it is estimated that by 2025, over 75% of internet users will be accessing the internet via mobile. This means that mobile optimization will be more important than ever. responsive web design is one way to make sure your website is mobile-friendly.
This involves creating a website that can be accessed easily on any device, regardless of screen size or resolution. responsive web design is essential for ensuring a positive user experience on your website, and it can also help to improve your search engine ranking. If you want to make sure your website is ready for the future, responsive web design is a must.
Content marketing will become even more important, so make sure you’re creating high-quality content that people want to read
As a business owner, you’ve likely heard of content marketing. Content marketing is the process of creating and sharing online material (such as blog posts, videos, and infographics) in order to attract and retain customers. And it’s an important part of any digital marketing strategy. In fact, according to a recent study, nearly 60% of marketers say content marketing is their top priority.
With that in mind, it’s clear that content marketing is only going to become more important in the years to come. So if you’re not already creating high-quality content that helps your target audience solve their problems, now is the time to start.
Not sure where to begin? Start by writing more blog articles. Blogging is a great way to position yourself as an authority in your industry and to attract new leads and customers. Plus, it’s relatively easy and inexpensive to get started. Simply decide on a topic to write about, and then start creating helpful, informative content that your target audience will appreciate.
Social media will still be a major factor in SEO, so make sure you’re using social media to promote your content
SEO is more important that Social media. SEO is the set of methods and technicalities used to optimize a website so that it can rank higher on search engine results pages (SERPs). The aim of SEO is to improve visibility and organic traffic from Google, Bing, and other search engines.
The benefits of SEO are many: higher brand awareness, more website visitors, improved engagement with target audiences, and increased ROI for businesses.
However, SEO is not a one-time effort; it is an ongoing process that should be incorporated into your marketing strategy. One way to do this is by using social media to promote your content.
By sharing your content on social media platforms such as Facebook, Twitter, and LinkedIn, you can reach a larger audience and get your content in front of potential customers and clients. In addition, you can use social media to build relationships with influencers and thought leaders in your industry, which can ultimately lead to more exposure for your brand. So make sure you’re using social media to promote your content and help improve your SEO efforts.
Artificial intelligence and machine learning will play a bigger role in SEO, so make sure you’re using these technologies to improve your website’s performance
The ever-changing landscape of SEO is always keeping businesses on their toes. It can be difficult to keep up with all the latest trends and algorithm changes, but it’s essential to maintain a good ranking in search results. One area that is constantly evolving is the role of artificial intelligence (AI) and machine learning in SEO.
Both of these technologies are becoming more and more sophisticated, and they’re starting to play a bigger role in how websites are ranked. As a result, it’s important to make sure you’re using AI and machine learning to improve your website’s performance. There are a number of ways you can do this, such as using AI to research keywords, optimize content, and track your website’s progress. By harnessing the power of these technologies, you can stay ahead of the curve and ensure your website is performing at its best.
If you want to stay ahead of the curve and ensure that your website is ranking high in Google search, then you need to make sure you’re keeping up with the latest SEO trends. Voice search, mobile optimization, content marketing, social media, and artificial intelligence are all going to be major factors in SEO in 2023. Jen Ruhman SEO can help you make sure your website is optimized for all of these trends so that you can rank higher in Google and get more traffic to your website. Contact us today to learn more about how we can help you improve your website’s performance in 2023.
Are you looking for a way to improve your website’s ranking on Google?
Jen Ruhman SEO can help. I’m a San Diego SEO expert – (and yes I actually live here in San Diego) in the field of search engine optimization, and I know what it takes to get your website ranked higher than your competition.
Higher rankings mean more traffic to your website – and more traffic means more business for you. Let Jen Ruhman SEO take care of your SEO needs and watch your business grow.
Contact us today for a free consultation!
Sep 24, 2023 | SEO Tips
Local keyword research is one of the first things I look at when building an SEO strategy for a business that depends on customers from a specific geographic area.
But finding good local keywords isn’t as simple as taking your main service and adding a city name to the end.
I’ve worked in SEO for more than 20 years, and I look at local keyword research as a combination of search intent, services, geography, competition, existing rankings and business value.
The goal isn’t to create the biggest possible keyword list.
The goal is to figure out what your potential customers actually search when they’re looking for a business like yours—and then make sure you have the right page to satisfy that search.
In this guide, I’ll walk you through how I approach local keyword research today.
Table of Contents
Quick Answer: How Do You Do Local Keyword Research?
Local keyword research is the process of identifying the searches potential customers use when looking for products, services or businesses within a particular geographic area.
A simple local keyword research process looks like this:
- List your most important services.
- Identify the cities and communities you actually serve.
- Combine services with relevant geographic modifiers.
- Research “near me” and other local-intent variations.
- Check the actual Google results for each important keyword.
- Analyze search intent.
- Review Google Search Console for searches you’re already appearing for.
- Research competitors.
- Identify long-tail and high-conversion variations.
- Map each keyword group to the most appropriate page.
The most important part comes at the end.
Don’t just collect keywords. Decide which page should rank for each search intent.
What Is Local Keyword Research?
Local keyword research focuses on searches that have geographic intent.
Some of those searches explicitly mention a location:
- SEO company San Diego
- Financial advisor San Diego
- Personal trainer Hillcrest
- Spray tan La Jolla
- Hair restoration Los Angeles
Others don’t mention a location at all:
- SEO company near me
- Financial advisor near me
- Personal trainer nearby
- Best spray tan near me
And sometimes Google understands that a search has local intent even without an obvious geographic modifier.
If someone searches for a plumber, dentist, restaurant or personal injury lawyer, for example, Google may determine that location is important to the search.
That’s why Local SEO keyword research requires more than generating combinations of keywords and city names.
Why Local Keyword Research Matters
Good local keyword research helps answer several important questions:
- What are potential customers actually searching for?
- Which services have the strongest commercial intent?
- Which cities and neighborhoods matter?
- Which searches trigger Google Maps?
- Which searches should your homepage target?
- Which searches need dedicated service pages?
- Which locations may deserve dedicated pages?
- Which keywords are you already close to ranking for?
Without that information, it’s easy to build the wrong pages.
You may end up targeting keywords nobody searches, creating multiple pages that compete against each other, or attracting visitors who aren’t likely to become customers.
1. Start With the Services That Make You Money
I like to start keyword research with the business—not with a keyword tool.
Make a list of the products or services customers can actually buy.
For an SEO company, that might include:
- SEO services
- Local SEO
- AI SEO
- Google Business Profile optimization
- SEO consulting
For a personal injury law firm:
- Car accident representation
- Motorcycle accidents
- Truck accidents
- Pedestrian accidents
- Wrongful death
For a med spa:
- Skin tightening
- Botox
- Microneedling
- Laser treatments
Starting with actual revenue-generating services keeps your keyword research connected to business goals.
2. Create Your Seed Keyword List
Once you know your services, create a basic list of ways customers might describe them.
For example, someone looking for SEO help might search:
- SEO company
- SEO agency
- SEO expert
- SEO consultant
- SEO services
- Local SEO company
These are your seed keywords.
At this stage, don’t worry about building a list of thousands of terms.
You’re trying to identify the main concepts customers associate with your services.
3. Add City and Neighborhood Modifiers
Next, consider how people might combine those services with locations.
For example:
- SEO company San Diego
- SEO expert San Diego
- Local SEO San Diego
- SEO consultant San Diego
- SEO company Poway
Depending on the business, you may also research:
- Cities
- Neighborhoods
- Communities
- Counties
- Regions
But don’t assume every possible city deserves a page.
Keyword research should help identify which geographic markets actually make sense for your business.
4. Research “Near Me” Searches
“Near me” searches can reveal extremely strong local intent.
Examples include:
- SEO company near me
- Financial advisor near me
- Personal trainer near me
- Med spa near me
- Car accident lawyer near me
You generally don’t need to create awkward website copy repeatedly saying “near me.”
Google can interpret the searcher’s location and connect it with businesses that appear relevant to that area.
Your job is to make your business’s services and geographic relevance clear.
5. Analyze Local Search Intent
This is where keyword research becomes strategy.
Consider these two searches:
“What does SEO do?”
and:
“SEO company San Diego”
The first person probably wants information.
The second may be actively looking for someone to hire.
That difference is search intent.
For local businesses, I pay particular attention to commercial and transactional intent because those searches are often closest to becoming leads.
Examples include:
- Best SEO company San Diego
- SEO consultant San Diego
- Financial advisor near me
- Book spray tan La Jolla
- Car accident attorney San Diego
You can read my full explanation of search intent and SEO to understand why this matters.
6. Look at the Actual Google Results
One of the most useful keyword research tools is Google itself.
Search your potential keyword and look at what Google currently displays.
Ask:
- Does a Google Map Pack appear?
- Are service pages ranking?
- Are homepages ranking?
- Are location pages ranking?
- Are directories dominating the results?
- Are informational articles ranking?
- Are the top businesses actually located nearby?
The search results can tell you a lot about what Google believes the intent behind the query is.
For example, if nearly every result for a keyword is a service page, trying to rank a generic blog post may be the wrong strategy.
If the results are dominated by informational guides, a highly commercial landing page may not match the intent.
7. Use Google Autocomplete and Related Searches
Google can also help you discover the language people use around your services.
Start typing your primary service into Google and pay attention to autocomplete suggestions.
You may discover variations involving:
- Locations
- Pricing
- Reviews
- Specific services
- Problems customers need solved
- Questions
- Comparisons
You can also review related searches and other query suggestions that appear in the search results.
I use these ideas as research clues—not as instructions to create a separate page for every variation.
8. Use Google Search Console to Find Local Keywords You’re Already Ranking For
Google Search Console is one of my favorite sources of keyword opportunities.
Instead of estimating what Google might associate with your website, Search Console shows queries your site is actually receiving impressions for.
Look for:
- Service + city searches
- Near-me variations
- Neighborhood searches
- Commercial keywords
- Queries with lots of impressions but few clicks
- Keywords ranking on page 2
- Unexpected keyword variations
These can reveal some of your best opportunities.
For example, if an important service page is already ranking #11 for a valuable local keyword, I may improve that existing page before creating anything new.
Google is already telling us it sees a relationship between that page and the query.
9. Analyze the Local Competitors That Actually Rank
Don’t just research the businesses you personally consider competitors.
Research the businesses Google considers competitors.
Search your most valuable keywords and identify the websites and Google Business Profiles appearing consistently.
Then look at:
- The services they have dedicated pages for
- The locations they target
- Their page titles and headings
- The depth of their service content
- Their internal linking
- Their backlinks
- Their review profiles
- Their supporting content
Tools such as Semrush and Ahrefs can help expand this analysis.
But don’t blindly copy a competitor’s keyword strategy.
The goal is to find gaps and understand why Google may view certain competitors as particularly relevant.
10. Find Long-Tail Local Keywords
Long-tail local keywords are longer and more specific searches.
For example:
“SEO”
is extremely broad.
“SEO company for small businesses in San Diego”
is much more specific.
Other examples might include:
- Financial advisor for retirement planning San Diego
- Personal trainer for women over 40 San Diego
- Spray tan before wedding La Jolla
- Car accident lawyer free consultation San Diego
These searches may have lower reported search volume, but they can reveal much stronger intent.
This is why I don’t automatically reject a keyword because a keyword tool says its volume is low.
11. Identify Your Local Money Keywords
Some keywords are more valuable than others.
I call the searches most closely connected to leads, sales and bookings money keywords.
For a local business, these are often searches that combine:
- A core service
- A strong commercial modifier
- A relevant geographic area
For example:
- SEO company San Diego
- Personal injury attorney San Diego
- Financial advisor San Diego
- Personal trainer Hillcrest
A keyword doesn’t need massive search volume to be valuable.
If 50 people search a term and several are ready to hire someone, that keyword may be far more valuable than an informational keyword receiving thousands of searches.
I explain this in more detail in my guide to finding your money keywords.
12. Map Local Keywords to the Right Pages
This is one of the most important steps.
Once you’ve identified your keywords, decide which page should rank for each search intent.
For example:
- SEO company San Diego → primary commercial SEO page or homepage
- Local SEO San Diego → Local SEO service page
- SEO company Poway → relevant Poway location page
- How does Local SEO work? → informational article
- How to rank higher in Google Maps → Google Maps guide
This is called keyword mapping.
Without keyword mapping, businesses often accidentally optimize several pages for the same term.
Then Google has to decide which URL is the best result.
13. Decide When You Actually Need Location Pages
Local keyword research may uncover opportunities in several cities.
That doesn’t mean you should immediately create a page for every city.
I ask:
- Do we genuinely serve this area?
- Is this market valuable?
- Is there meaningful search demand or business opportunity?
- Can we create genuinely useful content for this location?
- Do we have experience, customers or proof connected to the area?
- Can the page be meaningfully different from our other location pages?
If the answer is yes, a dedicated location page may make sense.
If the plan is simply to copy the same page 50 times and replace the city name, I wouldn’t do it.
14. Avoid Local Keyword Cannibalization
Keyword cannibalization happens when multiple pages on your website compete for the same search intent.
For example, imagine you have:
- /local-seo-san-diego/
- /san-diego-local-seo/
- /best-local-seo-san-diego/
- /local-seo-company-san-diego/
If all four pages are essentially trying to rank for the same thing, you may be creating unnecessary competition within your own website.
I would rather have one excellent page clearly established as the primary resource for that intent.
Supporting articles can then link into it.
That’s how you build a stronger topical cluster without creating unnecessary overlap.
15. Connect Your Keyword Research With Google Maps
Local keyword research shouldn’t stop at organic website rankings.
Search your important local terms and see whether they trigger Google Maps results.
If they do, look at which businesses appear.
Review their:
- Primary categories
- Locations
- Reviews
- Services
- Websites
- Local relevance
Remember that Google Maps rankings are affected by more than keywords.
Proximity, relevance and prominence all matter.
That’s why someone searching the same keyword from two different parts of San Diego can see different local results.
I’ve written separate guides explaining how to rank higher in Google Maps and how proximity affects Local SEO.
How AI Search Changes Local Keyword Research
Keyword research still matters in 2026, but I don’t think businesses should view SEO as matching one exact phrase to one exact page.
Search engines and AI systems are much better at understanding:
- Topics
- Entities
- Relationships
- Locations
- Questions
- Intent
- Natural language
Potential customers are also discovering businesses through more than traditional Google results.
They may use:
- Google Search
- Google Maps
- AI Overviews
- ChatGPT
- Gemini
- YouTube
- Reddit
So while I still track important keywords, I also think about the broader questions a potential customer might ask.
For example, someone may search Google for:
“SEO company San Diego”
but ask an AI assistant:
“Who is a good SEO expert for a small business in San Diego?”
The wording changes.
The underlying intent doesn’t.
That’s why I build content around topics, services, locations, expertise and customer questions rather than trying to repeat one exact keyword everywhere.
Local Keyword Research Example: An SEO Company in San Diego
Let’s use my own business as a simple example.
My broad seed keyword might be:
SEO
But that’s far too broad to tell me much.
I could expand that into services:
- SEO company
- SEO services
- SEO expert
- SEO consultant
- Local SEO
- AI SEO
Then add relevant geographic intent:
- SEO company San Diego
- SEO services San Diego
- SEO expert San Diego
- SEO consultant San Diego
- Local SEO San Diego
- AI SEO San Diego
Then I might research specific markets I genuinely want to serve:
- SEO company Poway
- SEO company Santee
- SEO company La Mesa
From there, I wouldn’t simply create a page for every phrase.
I would determine which searches share the same intent and which deserve different pages.
That’s the difference between collecting keywords and developing an actual SEO strategy.
Common Local Keyword Research Mistakes
Choosing Keywords Based Only on Search Volume
Search volume is useful, but conversion intent and relevance matter more.
Creating a Page for Every Keyword Variation
“SEO company San Diego” and “San Diego SEO company” probably don’t need separate pages.
Ignoring Search Intent
A keyword can look perfect in a spreadsheet but have search results that show Google interprets it completely differently.
Targeting Cities You Don’t Really Serve
Don’t create local pages simply because a keyword tool reports search volume.
Ignoring Existing Rankings
Check Search Console before creating new content. You may already have a page gaining visibility for the term.
Focusing Only on City Names
Local intent can include neighborhoods, “near me” searches, service areas and queries where Google infers the searcher’s location.
Ignoring Google Maps
If the keyword triggers local results, organic SEO isn’t the entire picture.
Creating Thin Location Pages
A location page needs a reason to exist beyond replacing one city name with another.
How to Track Your Local Keyword Performance
After you’ve mapped and optimized your local keywords, track what happens.
I pay attention to:
- Google Search Console impressions
- Organic clicks
- Average search positions
- Local keyword rankings
- Google Maps visibility
- Website leads
- Calls
- Form submissions
- Conversions
Don’t judge success solely by whether one keyword moved from position #7 to #5.
The larger goal is increasing qualified visibility that leads to actual business.
My Local Keyword Research Strategy in 2026
If I were starting Local SEO for a business today, my process would look roughly like this:
- Identify the highest-value services.
- Identify the most important geographic markets.
- Build a focused seed keyword list.
- Research service + location variations.
- Research near-me and long-tail searches.
- Analyze search intent.
- Review the actual Google results.
- Check Google Search Console for existing opportunities.
- Analyze the competitors already ranking.
- Identify the highest-value money keywords.
- Group keywords by intent.
- Map those groups to existing or future pages.
- Strengthen internal links between related content.
- Track both rankings and conversions.
Notice what’s missing:
Creating hundreds of pages for hundreds of tiny keyword variations.
That’s not the goal.
I would rather create a smaller number of excellent pages with clear intent and strong supporting content.
Need Help Finding the Right Local Keywords?
If you’re unsure which local keywords your business should target—or you’ve created a lot of content but aren’t seeing the rankings or leads you expected—I can help.
I’ve worked in SEO for more than 20 years and help businesses identify valuable search opportunities, map keywords to the right pages, improve existing rankings and build stronger Local SEO strategies.
As a San Diego SEO expert, I focus on the searches most likely to connect businesses with real potential customers rather than simply chasing high search volume.
You can also read my Local SEO guide for San Diego businesses for a broader look at improving local visibility.
Learn more about my San Diego SEO services and request a consultation.
Frequently Asked Questions About Local Keyword Research
What is local keyword research?
Local keyword research is the process of identifying the searches potential customers use when looking for products, services or businesses within a particular geographic area. These searches may include cities, neighborhoods, regions, “near me” phrases or other forms of local intent.
How do I find local keywords?
Start with your core services, then research how potential customers combine those services with locations. Use Google search results, autocomplete suggestions, Google Search Console, keyword research tools and competitor analysis to uncover additional variations and determine search intent.
Should I add my city to every keyword?
No. Some searches explicitly contain a city while others use “near me” language or have local intent that Google can infer from the searcher’s location. Your content should use geographic information naturally rather than repeatedly adding a city name to every keyword.
What are local money keywords?
Local money keywords are searches with strong commercial or transactional intent that are closely connected to a potential lead, sale, booking or consultation. Examples include searches such as “SEO company San Diego,” “financial advisor San Diego” or “personal trainer near me.”
Do I need a separate page for every local keyword?
No. Closely related keywords that share the same search intent can often be targeted by one strong page. Creating a separate page for every minor variation can result in thin content and keyword cannibalization.
How do I know whether a local keyword needs a service page or blog post?
Look at search intent and the current Google results. If service and business pages dominate the results, the keyword probably has commercial intent. If informational articles dominate, an educational article may be more appropriate.
Can Google Search Console help with local keyword research?
Yes. Google Search Console can reveal local searches your website is already receiving impressions for. This is particularly useful for finding striking-distance keywords, unexpected variations and pages Google already associates with specific services or locations.
Should I create pages for every city I serve?
Not necessarily. Create location pages when the market is strategically important and you can provide genuinely useful, differentiated information for that area. Avoid mass-producing nearly identical city pages simply to target keyword variations.
Are “near me” keywords important for Local SEO?
Yes. “Near me” searches often indicate strong local intent. However, you generally don’t need to repeatedly place the words “near me” throughout your website. Strong service relevance, accurate location information and Local SEO signals help search engines connect your business with nearby searchers.
Does local keyword research still matter with AI search?
Yes. Search behavior is becoming more conversational, but understanding customer intent remains essential. Local keyword research helps identify the services, locations, questions and commercial needs your content should address across traditional search and AI-powered discovery.
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Sep 14, 2023 | SEO Tips
The Power of SEO in Lead Conversion
As a business owner, you know how important it is to convert leads into customers.
And while social media can be an effective tool for boosting your visibility and drawing attention to your brand, SEO might actually be even more powerful when it comes to converting those leads into customers.
Let’s take a look at why SEO is better than social media when it comes to converting leads into customers.
Increases your overall online visibility
Search Engine Optimization (SEO) helps businesses get found online by increasing their visibility on search engine results pages (SERPs). An effective SEO strategy focuses on targeting keywords that are most likely to be used by potential customers when they conduct searches related to your business. By optimizing content that contains these keywords, you dramatically increase the chances that you’ll show up higher in SERPs—which makes it much more likely that searchers will find and click through to your website.
Targets Local Customers
Another way SEO is better than social media for lead conversion is because of its ability to target local prospects. Local SEO focuses specifically on improving rankings for local searches related to your business, and this type of optimization has been shown to generate higher levels of engagement from local prospects than other marketing strategies like social media or television ads. Local SEO also allows businesses to target specific geographic areas, making it easier for them to reach their target market with relevant content and messaging tailored specifically for them.
Affordable vs. PPC
Finally, unlike some other forms of marketing—such as pay-per-click advertising—SEO doesn’t require a massive budget in order to be successful. Sure, there are certain costs associated with creating and optimizing content; however, the rewards far outweigh the investment since organic traffic resulting from optimized content can provide long-term value without requiring any additional spending beyond the initial setup costs.
All things considered, SEO provides a much more efficient path toward lead conversion than social media does. With its focus on targeting specific keywords and local markets, plus its ability to generate lasting impact without huge upfront costs, SEO offers an unparalleled level of efficiency when compared with other marketing strategies like social media or pay-per-click ads. If you want an effective way to turn leads into customers quickly and cost-effectively, then investing in SEO is definitely a wise choice!
Do you want to increase leads from your website?
Jen Ruhman SEO can help. We are a professional SEO company in San Diego that can optimize your website to convert more visitors into leads. We know what it takes to rank your website on the first page of Google, and we will work tirelessly to make sure you get the results you need.
When you partner with me, an SEO expert, you’re partnering with the best in the business. We have a long history of success in helping businesses just like yours increase their leads and grow their businesses. You won’t find anyone who is more passionate about getting results than we are.
Contact us today for a free consultation!
