|  Avoid Getting Lost in Thin, Irrelevant Content by Creating a Keyword Map
What's one of the fastest growing search trends? Travel searches and local searches. Warning: Tread carefully! Articles targeting an audience based on a location are only successful if the article is exclusive to that location. Relevance Matters A common oversight of many SEO-hungry authors is repeating a keyword phrase that combines a location and a keyword (e.g., "SEO Seattle" or "Seattle Plumber"). Grammar issues aside, the author will pair these phrases with thin, generalized content or content that can be applied to other locations and is therefore irrelevant. Readers see right through this tactic - they either know their location like the back of their hand or have a set of expectations regarding the location. One sector that has seen an overabundance of irrelevant content due to a poor localized SEO recommendation or a misunderstanding of SEO is that of the service sector. Service Sector Scenario Let's say you're a plumbing expert in Seattle, Washington and you own a plumbing repair business that serves clientele within a 30 mile radius of Seattle. Top service calls from your clientele include backed up toilets, blocked drains, ruptured pipes, sump pump issues, etc. The problem with targeting a Seattle audience regarding your top service calls: All of these topics are applicable elsewhere, i.e., the articles will be considered irrelevant by non-Seattle audiences. Additionally, these topics have a huge audience as well as higher competition to be seen or ranked in search engines. For example, let's say you write an article about why a homeowner should install a sump pump. The article is applicable to more than just a Seattle audience - any city that's not in a desert or arid climate (e.g., Chicago, Illinois and Brisbane, Australia) can benefit from this article. Create a Keyword Map Delve further into your experience to find angles specific to Seattle by creating a keyword map, blueprint, or tree. - Start in the middle with your main topic (e.g., "Plumbing in Seattle").
- Next, consider what you have knowledge of or experience in from that original idea (e.g., plumbing ordinances, water utility, etc. specific to Seattle). Write down keyword threads off of your main topic to form your next tier.
- Finally, continue writing more specifics off of each thread (e.g., from the Seattle Plumbing Ordinance tier, you might write legal regulations and safety, building regulations, etc.). Repeat process as needed.
Should you still write articles for a more general audience (e.g., blocked drain articles for everyone)? Absolutely. Having a balanced portfolio of articles that targets international audiences as well as local audiences will only add to your credibility and amplify your exposure. Just remember: Relevance matters. For more tips on writing about a place or location, click here. Questions or comments? Visit this post online! |
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