What is copywriting for your website and why do you need it?

Dec 14, 2022 | SEO Tips

What is Copywriting and Why Do You Need It for Your Website?

You’ve probably heard of copywriting before, but what exactly is it? Copywriting is the process of writing content for your website that is designed to persuade the reader to take a particular action. This could be anything from signing up for your email list to making a purchase.

Why do you need copywriting for your website?
Because without it, you’re just leaving money on the table. Good copywriting can make the difference between a website that just exists and one that actually makes sales and generates leads.

Think about it this way: if you have a brick-and-mortar store, would you just put up a sign that said “store” and leave it at that? Of course not! You’d want to put up a sign that said something like “20% off all clothing today only!” or “New arrivals!” to entice people inside. The same principle applies to your website – you need copy that will grab attention and persuade people to take action.

Not sure where to start with copywriting for your website? Keep reading for some tips.

3 Tips for Copywriting Your Website

1. Write benefit-focused headlines

Your headline is the first thing people will see when they land on your website, so you want to make sure it’s something attention-grabbing that tells them what they can expect to find on your site. For example, instead of “How to start a blog,” try “Start a blog in 5 easy steps and make money doing what you love.” See the difference? The second headline is benefit-focused, which means it tells the reader what they stand to gain by reading your article. That creates intrigue and encourages them to click through.

2. Use persuasive language

Once you have their attention with an attention-grabbing headline, it’s time to write body copy that will persuade them to take action. This is where using persuasive language comes in handy. There are certain words and phrases that are proven to be effective in persuasion, such as “you can earn more money,” “save time,” or even simply “because.” Find out which persuasive words resonate most with your target audience and use them throughout your website copy. Just be careful not to overdo it – too much persuasive language can come across as spammy or sales-y, which will turn people off.

3. Keep it simple and scannable

When people land on your website, they’re not going to read every single word of every single page – they’re going to skim until they find what they’re looking for. That’s why it’s important to keep your copy simple and scannable by using short sentences, bullet points, and plenty of white space. Breaking up your text makes it easier for people to digest, which means they’re more likely to stick around long enough to take action.

Good copywriting can help you achieve your business goals by:

• Generating leads
• Converting leads into customers
• Increasing brand awareness
• Boosting sales
• Improving search engine optimization
• Creating loyalty and repeat business

Here’s an example of copywriting in action:

AIDA Framework method:

(these 4 elements make a great recipe in copywriting) AKA the Aida framework:

Attention: Struggling to get your website seen by the right people?

Interest: SEO is a long-term investment that can help you grow your business. Monthly SEO services from Jen Ruhman SEO can increase traffic to your website and help you reach more customers online.

Desire: You’ll see results over time as your website climbs in the search engine rankings. We know what it takes to improve your website visibility and attract more customers through organic search. Let us handle all of the hard work for you while you focus on running your business.

Action: Click this ad now and sign up for a free consultation with Jen Ruhman SEO! We can help you find the right monthly SEO package for your business needs.

–

Before-AfterBridge Framework Method:

Before: You’re tired of paying for advertising that doesn’t work. You want to get more traffic from search engines, but you don’t know how.

After: Imagine getting thousands of visitors every month who are looking for your products and services on Google and other search engines. These visitors are qualified leads because they’ve already expressed an interest in what you have to offer by searching online. And the best part is, it’s all done automatically!

Bridge: With Jen Ruhman SEO as your partner, we’ll help you attract customers with our proven organic SEO strategies so that your website will be found when people search online using keywords related to your business or industry.

–

PAS Framework Method:

Problem: You know you need SEO services, but you don’t have the time or resources to do it yourself.

Agitate: It’s hard enough to run your business, let alone try to figure out SEO and stay up-to-date on all the latest changes.

Solution: Jen Ruhman SEO can take care of everything for you. We offer monthly SEO services that will help your website rank higher in search engines, bring in more traffic, and boost your conversions.

–

Copywriting may seem like a daunting task, but once you get started it becomes easier and more fun than you ever thought possible! By following these three tips – writing benefit-focused headlines, using persuasive language, and keeping it simple – you can write great website copy that will persuade your readers to take action. So what are you waiting for? Start writing!

Want to hire me to do the heavy lifting aka copywriting for you?

I love writing fun persuasive bite-sized pieces of content for websites like yours. (see what I did there) 😎

Yup. I am an expert at creating engaging, informative content that will get people excited about what you have.

PLUS (wait there’re more!) I also do SEO to get that wonderful content discovered in Google searches.

Yes, as an SEO company in San Diego, I combine my copywriting with SEO skills to create magic for your website.

(No wonder my competition is afraid of me!)

What is a search algorithm and why does it matter?

Dec 10, 2022 | SEO Tips

What is a search algorithm and why does it matter?

 A search algorithm is the set of rules that a search engine uses to determine which results to display for a given query. The purpose of these algorithms is to surface the most relevant, authoritative, and trustworthy results for the user.

As a business owner or blogger, it’s important to understand how these algorithms work so that you can optimize your site accordingly and ensure that your content is being seen by as many people as possible. Keep reading to learn more about search algorithms and why they matter for your business.

How Search Algorithms Work

Search algorithms are constantly changing and evolving as new technologies and user behaviors emerge. However, there are some core factors that have remained constant over the years. These include things like relevance, freshness, and authority.

Relevance refers to how well the content on your site matches the user’s query. If you sell dog collars and someone searches for “dog collars,” you want your site to be at the top of the results because you are relevant to their query.

Freshness refers to how recently your content was published. If you sell dog collars and someone searches for “new dog collars,” you want your site to be at the top of the results because your content is fresh.

Authority refers to how credible and trustworthy your site is. If you sell dog collars and someone searches for “best dog collars,” you want your site to be at the top of the results because you are an authority on dog collars.

While these are just a few of the factors that go into search algorithms, they give you an idea of what goes into determining which results appear when someone performs a search.

Why Search Algorithms Matter For Your Business

As a business owner or blogger, it’s important to understand how search algorithms work so that you can optimize your site accordingly. There are a few key reasons why this matters:

• If your site is optimized for relevance, freshness, and authority, you’re more likely to appear higher in search results, which means more people will see your content.
• If more people see your content, that means more traffic to your site, which could lead to more customers or subscribers.
• Understanding how search algorithms work can help you create better content that appeals to both users and search engines.

Search algorithms may seem like a complex topic, but understanding the basics can help you ensure that your content is being seen by as many people as possible. By optimizing your site for relevance, freshness, and authority, you can increase your chances of appearing higher in search results and attracting more traffic to your site. Keep this in mind as you create new content so that you can maximize its reach and impact.

Struggling to get your website ranked on Google?

You’re not alone. SEO is a complex and ever-changing field, which is why so many businesses rely on our team of experts to help them stay ahead of the competition. We’re an SEO company in San Diego, CA. Our monthly services are designed to give you the best chance at ranking higher in search engines, so you can start seeing more traffic and conversions from your website.

We want to see your business succeed as much as you do, which is why we offer a 100% money-back satisfaction guarantee on all of our services. If you’re not happy with our work, we’ll refund your entire payment – no questions asked.

Sign up for Jen Ruhman SEO today and let us help you reach the top of Google!

Shopping around for SEO? Check out my SEO pricing San Diego – you gain high quality monthly SEO at an affordable rate.

How Local SEO Can Help Grow Your Business in 2026

Dec 2, 2022 | SEO Tips

Updated for 2026

If you own a local business, some of your best potential customers may already be searching for exactly what you offer.

They’re searching Google for things like:

• “personal trainer near me”
• “financial advisor San Diego”
• “plumber in Santee”
• “hair transplant Los Angeles”
• “spray tan near me”

The question is: Does your business appear when they search?

That’s where Local SEO comes in.

I’m Jen Ruhman, and I’ve worked in SEO for more than 20 years. As someone who runs an SEO company in San Diego, Local SEO is especially interesting to me because I get to see firsthand how Google Search and Google Maps can connect local businesses with people who are actively looking for their services.

Let’s look at what Local SEO actually is, how it helps businesses grow, and what matters most in 2026.

Quick Answer: How Does Local SEO Help Grow a Business?

Local SEO helps increase your visibility when people in or near your target geographic area search for the products or services you offer.

A strong Local SEO strategy can help your business appear more prominently in:

• Google Maps
• Google’s local search results
• Traditional organic search results
• Location-specific searches
• “Near me” searches
• Branded searches
• Some AI-powered search and discovery experiences

The business benefit is simple: more opportunities to be discovered by people who may actually become customers.

What Is Local SEO?

Local SEO is the process of improving a business’s online presence so it can become more visible to potential customers searching within a particular geographic area.

Traditional SEO might target a broad search such as:

“retirement planning”

Local SEO may target searches such as:

“retirement planning San Diego”

or:

“financial advisor near me”

The geographic component changes the strategy.

Google needs to understand what your business does, where it’s located or which areas it serves, and whether it’s a relevant and prominent option for the searcher.

Why Local SEO Can Be So Valuable for Small Businesses

One of the things I love about Local SEO is that a smaller business doesn’t necessarily need to compete with every company in the country.

You need to compete effectively in the market that matters to you.

If you own a personal training studio in San Diego, getting visitors from New York probably isn’t particularly valuable.

But getting discovered by someone a few miles away who is actively looking for a personal trainer?

That’s a much more interesting visitor.

Local SEO focuses your visibility on the people most likely to be able to use your business.

1. Local SEO Helps You Reach People With Strong Search Intent

Not all website traffic has equal value.

Someone reading a general article may simply be researching a topic.

Someone searching:

“emergency plumber near me”

has a very different level of intent.

Local searches frequently happen when a person is actively comparing options, looking for contact information, researching a provider, or preparing to make a purchase.

This is why I care much more about qualified traffic than simply generating the largest possible traffic number.

2. Local SEO Can Increase Your Visibility in Google Maps

For many local businesses, Google Maps visibility is incredibly valuable.

When Google determines that a search has local intent, it may display a group of nearby businesses prominently in the search results.

Your Google Business Profile is a major part of your presence there.

A strong profile should accurately communicate important information such as:

• Business name
• Primary and secondary categories
• Address or service area when applicable
• Phone number
• Website
• Business hours
• Services
• Photos
• Reviews

I regularly see businesses focus entirely on their website while barely touching their Google Business Profile.

For a local business, that’s a missed opportunity.

3. Your Google Business Profile Matters

Your Google Business Profile should not be something you create once and forget about.

At minimum, make sure the fundamental information remains accurate.

I also recommend paying attention to:

• Choosing accurate business categories
• Adding relevant services
• Uploading useful, authentic photos
• Keeping hours current
• Responding appropriately to reviews
• Making sure the linked website page is relevant

Don’t stuff keywords into your business name or create fake locations in an attempt to manipulate Google Maps.

Build a legitimate profile that accurately represents the real business.

4. Reviews Can Help Turn Local Visibility Into Customers

Ranking is only part of the battle.

Imagine searching for a local company and seeing:

Business A: 4.9 stars with a large collection of detailed recent reviews

Business B: 3.4 stars with a handful of old reviews

Which one are you more curious about?

Reviews can provide social proof before someone ever visits your website.

I recommend developing a legitimate process for requesting feedback from real customers rather than waiting and hoping people leave reviews.

And don’t forget to respond.

A thoughtful response demonstrates that there is a real business behind the profile.

5. Your Website Still Matters for Local SEO

Local SEO is not just Google Maps optimization.

Your website gives search engines substantially more information about your business.

It can explain:

• Your services
• Your expertise
• Your location
• Your service areas
• Your team
• Your experience
• Your process
• Your customers’ questions

A strong Local SEO strategy usually connects your website and Google Business Profile rather than treating them as two completely separate marketing channels.

6. Optimize Important Service Pages for Local Intent

This is one of the biggest Local SEO opportunities I see.

If you want to rank for a valuable local service, make sure your website actually has a strong page about that service.

For example, if you’re a San Diego roofing company trying to rank for:

“roof repair San Diego”

I would want to evaluate the page specifically representing your roof repair services.

Does it explain:

• What you offer?
• Who you serve?
• Where you provide the service?
• What problems you solve?
• Your experience?
• Your process?
• Why someone should choose you?
• How to contact you?

A homepage can’t always rank effectively for every service a business offers.

Sometimes the website needs a stronger page structure.

7. Location Pages Can Help When They’re Actually Useful

Location pages can be valuable, but they’re also commonly abused.

I don’t recommend creating dozens of nearly identical pages where the only thing that changes is the city name.

That’s not particularly useful to visitors.

A strong location page should have a legitimate reason to exist.

Depending on the business, useful location-specific information might include:

• Services available in that area
• Real office information
• Local staff
• Directions or parking information
• Neighborhoods served
• Relevant customer examples
• Local testimonials
• Photos from that location
• Area-specific FAQs

Create useful location pages, not doorway pages made simply to swap one city keyword for another.

8. Local Keyword Research Helps You Understand How Customers Search

Business owners don’t always describe their services the same way their customers do.

That’s why keyword research still matters.

I might research variations involving:

• Service + city
• Service + neighborhood
• Service + “near me”
• Provider + city
• Problem + location
• Specific service variations

But I don’t recommend stuffing every variation onto a page.

The purpose of keyword research is to understand demand and search behavior so you can create the right pages and content.

9. Consistent Business Information Helps Avoid Confusion

Your core business information should be accurate across important platforms.

This is often referred to as NAP:

Name, Address and Phone Number.

Businesses sometimes accumulate outdated information after:

• Moving offices
• Changing phone numbers
• Changing names
• Changing websites
• Opening or closing locations

You don’t need to obsess over every obscure directory on the internet.

But your important listings should accurately represent the business.

10. Local Citations Can Reinforce Your Business Presence

A citation is an online mention or listing of your business information.

Depending on your industry and location, relevant listings might include:

• Major mapping platforms
• Professional directories
• Industry associations
• Local chambers of commerce
• Local business organizations
• Relevant community resources

I prefer quality and relevance over trying to submit a business to hundreds of random directories.

A legitimate local business should look like a legitimate local business across the web.

11. Local Backlinks Can Build Authority

Backlinks remain an important part of a strong SEO strategy.

For Local SEO, links from relevant local organizations can be especially interesting.

Potential opportunities might come from:

• Local organizations
• Chambers of commerce
• Community sponsorships
• Local publications
• Professional associations
• Business partnerships
• Charitable involvement
• Local events

The goal isn’t to manufacture as many links as possible.

Build real-world authority that is reflected online.

12. Internal Linking Strengthens Your Local Website Structure

Internal links are one of my favorite SEO strategies because they’re completely within your control.

Suppose you have a strong article about a problem your customers frequently experience.

If you provide a service that solves that problem, there may be a natural opportunity to link the article to your service page.

Internal links help visitors discover related information and help search engines understand relationships between your pages.

I explain this in more detail in my guide to internal linking for SEO.

13. Local Content Should Support Your Customers

You don’t need to turn your business blog into the local newspaper.

I’ve seen advice suggesting every local company should publish endless articles about festivals, restaurants, and community events.

That only makes sense when those topics are relevant to the business or its customers.

I’d rather create useful content around:

• Questions local customers actually ask
• Local considerations affecting the service
• Customer case studies
• Local regulations when relevant
• Service-area information
• Problems unique to your market

The goal isn’t to insert your city name into random blog posts.

The goal is to demonstrate genuine relevance and expertise.

14. Mobile Experience Is Especially Important for Local Customers

Think about how often you search for a local business from your phone.

Your potential customers are doing the same thing.

When they land on your website, they should be able to quickly:

• Understand what you do
• Find your location or service area
• Call you
• Request an appointment
• Read reviews
• Navigate your services

You don’t need a flashy website.

You need a website that’s fast enough, readable, trustworthy, and easy to use.

15. Local SEO Can Help Build Brand Recognition

There’s another benefit that doesn’t always show up neatly in an SEO report.

People may encounter your business multiple times.

They might:

1. See you in Google Maps
2. Visit your website
3. See your business again while researching
4. Read your reviews
5. Search your brand name later
6. Finally contact you

That’s why I don’t view Local SEO solely as a rankings game.

Consistent visibility can help create familiarity and trust.

16. Local SEO and AI Search in 2026

Local discovery is no longer limited to a traditional list of Google results.

People can now ask AI-powered search tools questions about businesses, services, providers, and locations.

I don’t think this means businesses need to abandon Local SEO and start over.

It makes having clear, consistent and authoritative business information even more valuable.

I want the web to clearly understand:

• Who your business is
• What you do
• Where you’re located
• Where you provide services
• What you’re known for
• Who your experts are
• Why customers trust you

That’s why I see traditional SEO, Local SEO, brand authority, and AI search visibility becoming increasingly connected.

17. How Do You Measure Whether Local SEO Is Working?

Don’t measure Local SEO success using only rankings.

I like looking at a combination of:

• Visibility for important local keywords
• Google Maps visibility
• Google Business Profile interactions
• Organic traffic to service and location pages
• Phone calls
• Contact forms
• Appointment requests
• Direction requests when relevant
• New customers
• Revenue when attribution is available

Ultimately, I want to know whether increased local visibility is helping the business.

18. Common Local SEO Mistakes I See

Some of the most common problems I encounter include:

• An incomplete Google Business Profile
• Using the wrong business categories
• Keyword stuffing the business name
• Weak service pages
• Duplicate or thin location pages
• Inconsistent business information
• Ignoring reviews
• No local keyword strategy
• Buying low-quality backlinks
• Creating fake locations
• Publishing generic content with no local relevance
• Ignoring conversion tracking

Local SEO doesn’t need to be complicated for the sake of being complicated.

Build a strong business presence online that accurately reflects the strong business you operate offline.

Can Local SEO Really Help a Small Business Compete With Larger Companies?

Absolutely.

This is one of the reasons I enjoy Local SEO.

A huge national company might have a much larger website and marketing budget.

But a strong local business may have advantages such as:

• Better local expertise
• More relevant reviews
• A stronger community presence
• More specific local content
• Closer proximity to customers
• Specialized services
• Authentic local relationships

You don’t need to outrank a national company for every keyword.

You need to become one of the best and most relevant answers for customers in your market.

Frequently Asked Questions About Local SEO

What is Local SEO?

Local SEO is the process of improving a business’s online visibility for searches connected to a geographic area. It can involve optimizing the website, Google Business Profile, reviews, local pages, citations, backlinks, and other signals that help search engines understand what the business offers and where it operates.

How does Local SEO help a small business grow?

Local SEO can help a small business become more visible to nearby potential customers who are actively searching for its products or services. Greater visibility can lead to more website visits, phone calls, appointments, store visits, leads, and customers.

What is the difference between SEO and Local SEO?

Traditional SEO can target searches regardless of location, while Local SEO focuses more heavily on searches with geographic intent. Local SEO commonly involves Google Maps, Google Business Profile, local keywords, reviews, location relevance, and local authority.

How important is a Google Business Profile for Local SEO?

A Google Business Profile can be extremely important for eligible local businesses because it provides Google with information about the business and can help it appear in Google Maps and other local search experiences.

Do reviews help Local SEO?

Reviews are an important part of a local business’s online presence. They can help potential customers evaluate a company and contribute to the prominence and trust surrounding a business. Businesses should focus on earning legitimate reviews from real customers rather than manipulating review systems.

Do I need location pages for Local SEO?

Not every business needs multiple location pages. They make the most sense when a business has real locations or meaningful service-area information that deserves a dedicated page. Location pages should provide useful, unique information rather than simply changing the city name across otherwise identical pages.

How long does Local SEO take to work?

There is no guaranteed Local SEO timeline. Results depend on competition, location, website quality, Google Business Profile strength, reviews, authority, existing visibility, and the amount of work required. Some improvements can happen relatively quickly, while competitive markets may require sustained effort.

Can I do Local SEO myself?

Yes. Business owners can handle many Local SEO fundamentals themselves, including maintaining accurate business information, improving their Google Business Profile, requesting legitimate reviews, creating useful website content, and monitoring performance. Competitive markets may require more advanced SEO work.

Does Local SEO still matter with AI search?

Yes. As search evolves, businesses still benefit from having clear and authoritative information about their services, locations, expertise, reputation, and brand available across the web. These fundamentals can support discoverability across traditional and emerging search experiences.

How do I know if my Local SEO is working?

Measure more than rankings. Useful Local SEO metrics can include Google Maps visibility, organic traffic from your target area, Google Business Profile interactions, calls, contact forms, appointments, direction requests, leads, customers, and revenue when attribution is available.

Want More Local Customers to Find Your Business?

Local SEO is especially close to home for me because I use these same strategies to market my own business here in San Diego.

I’m Jen Ruhman, and I’ve worked in SEO for more than 20 years. I help businesses improve their visibility in Google Search, Google Maps, and the changing AI-powered search landscape.

If you’re wondering why competitors keep appearing above you—or whether your business is missing valuable local search opportunities—I can take a look.

Learn more about my Local SEO services in San Diego or start with my free SEO analysis.

And if you’re looking for an experienced SEO expert in San Diego, you’re already in the right place.

Call or text: (619) 719-1315

Thanks for reading,
Jen Ruhman
SEO Expert & Founder of Jen Ruhman SEO