- Hey, everyone.
It's Neil Patel and welcome to another day
of Local SEO Unlocked.
Today, I'm going to be breaking down
how to build local content.
If you miss any of the previous lessons,
you can go to NeilPatel.com/training and click
on "Local SEO Unlocked"
where you'll find all the lessons there
as well as the cheat sheets, modules, worksheets,
the templates, everything to make your life easier.
So in today's lesson,
we're going to talk about identifying keywords,
creating your content, and then beating your competition.
And there's a little bit more steps than that,
but I didn't want to bore you with the detail
Because we're about to get in depth on each of them,
so you won't really have to worry.
With Google, they dominate search, so much so
that roughly out of the 2+ billion people online
at any given moment, roughly 86+ percent,
maybe even 87% if you want to round up,
they're using Google search
when it comes to their preferred search engine.
And Google's evolved over the years with the algorithm,
from just being very robotic to now really putting humans
on the forefront and trying to do what's best for them,
so much so that their company has now changed
from being called Google to Alphabet,
and they do a lot of different things
such as even having self drone deliveries
for localized businesses that they're working on.
You'll see more and more of this come into play
in the future, which will affect your local business.
But for now you don't really need to worry about that.
Before we really dive in,
I want to read this quote
from the ex-CEO of Google, Eric Schmidt.
"I actually think that most people don't want Google
to answer their questions, they want Google to tell them
what they should be doing next."
So let's first go by identifying the local keywords.
You need to study your market.
The moment you know
what your customers are really looking for,
and you put yourselves in your customer's shoes,
it'll give you a good understanding of your market
and what you need to do to reach these people.
On top of that, you need to study search intent.
What I mean by this is not all keywords are equal.
Some keywords cause purchases, some keywords cause people
just looking for information such as how to tie a tie.
If I type in "how to tie a tie,"
it doesn't mean I'm going to go to the store
and go buy a tie.
With keywords, there's different types.
There's mainly head terms and long tail terms.
Head terms are like "real estate."
Long tail terms are "Phoenix Arizona real estate"
or "homes for sale in Phoenix, Arizona."
You typically want to go after long tail terms,
especially at the beginning,
they're less competitive and they drive more conversions.
When you're doing your keyword research
and I'll show you how to do that in a bit,
you also want to use local modifiers.
These modifiers,
when you use them in conjunction with your keywords,
they can help you drive more conversions.
And there's four types of main modifiers out there.
There's phrases like "best" or "top."
So the best cheap iPhone, the top refrigerators
and then there's occasion phrases like "fall,"
"birthday," "Christmas."
There's type phrases and modifiers
like "wedding venues in Los Angeles."
And then there's special offerings,
"all-inclusive wedding venues in Los Angeles."
And this will give you idea for some modifiers.
I'm going to show you in a bit
on how to do keyword research using UberSuggest,
but I wanted to first point this out,
and before we dive into that, you also need to make sure
you've picked the right business category.
Remember we talked about this in previous lessons.
If you're McDonald's, you're not really a dessert chain,
you're more of a fast food joint.
Even though you offer dessert,
you're mainly known for fast food.
So pick the right one because it helps you
with your rankings, not just in Google Maps,
but also for all the local terms out there.
And then you need to review your competition
because once you know your category,
it'll give you an idea of what your competition's doing.
What are they ranking for that you're not,
what keywords are hard to rank for, which ones are easy,
and which ones can potentially drive you a lot of revenue.
A good way to do this as you go to UberSuggest,
you put in your competitor's URL,
in the left navigation, you click on Keywords
and it'll show you what your competitors are ranking for.
Or you can just go to the competitor's report.
You can put in one of your competitor URLs,
it'll show you all your competitors
because it pulls it up all automatically through there,
and even shows you all the keywords
that they're each ranking for
and which ones you're ranking for
that they're not ranking for and vice versa.
So that way you can spot more opportunities.
I also like using Facebook as well,
even though Facebook doesn't have much to do with local SEO,
but it can show me
how many people I can potentially reach online
within a localized region, which will give me an idea of,
"Hey, this is my total potential pool."
So then when I'm looking for keywords,
it'll give me an idea of my total market that's addressable,
And simply put,
if you choose the right keywords, you'll make money.
If not, you won't, And that's why I want you
to choose the right keywords,
so you can see your traffic link up and
to the right like mine.
So how do you create local content?
There's a framework, you can download all my framework,
cheat sheets, worksheets at NeilPatel.com/training,
click on Local SEO Unlocked, go to Week Two Lesson One
where you'll find my whole workflow
and I'm going to dive right into it
and break down the process step by step.
And here's the example of what one of our boards looks like.
And you can create something similar to this
and we break it all down as well
as give you the sheets at the NeilPatel.com website,
where we give you worksheets
where you can put in your idea names,
we'll help you come up with ideas,
show you the traffic potential, the keyword potential
and all that kind of good stuff.
So let's go over the writing process.
So you got your ideas.
You can do the ideas in a Google Sheet
and we provide a worksheet for you.
Then from there,
the researcher/writer will create a solid outline
and that shouldn't take him more than 45 minutes,
and the most important part in this is the hook.
If you can't hook people,
they're not going to read the rest of your content,
no matter how amazing it is.
And then I recommend using Google Docs for your writers,
where they can write within there.
And as they're writing,
I highly recommend that you teach them the concept of E-A-T.
This is part of Google's algorithm,
it's expertise, authority, trust.
It's all about using stats, data,
anything that they can to back up
and show that you're an expert versus making up information.
You want to show you're an expert
and not make up any quote, unquote, fake news.
From there, you would want to upload stuff into WordPress.
Hopefully you're using WordPress. If not, that's fine, too.
You can use Wix or any other platform out there.
Wordpress, I like because they offer a lot of stuff
for free.
Wix is also an amazing platform as well
and they've drastically improved their SEO capabilities
over the years as well, which is great.
Then you want to make sure that you have your name, address,
phone number, and website details in the footer
if not also the header of your website.
That way, when Google is crawling your website,
you also have your local listings, it's all matching up,
which will help you bring in the long run.
So how do you beat your competition
when it comes to their content?
Well, first you need to pick a target competitor.
The way you do this is you head to UberSuggest,
you search for a term and then you type in or more so
on the left-hand navigation, go to Keyword Ideas Report,
and then you'll see, all right, I got my key word,
who is ranking?
And then once you see who's ranking,
it'll give you an idea of your competition.
And you'll see who's ranking on the right side
for some of these keywords that are related to your space.
Then you want to take that URL
and put it into the top pages category,
which you see on the left-hand navigation.
Once you put it in their URL
and you can use the View All button to see, you know,
all right, what are the keywords
that their top pages are ranking for?
This will give you idea of more terms.
And once you have that, go to those pages and look to see,
hey, how are they using these keywords?
Does it make sense with the products that I'm selling?
And if it does,
then I want you to go back to the Keyword Ideas Report,
search for more keywords and keep repeating that process.
And of course, check all the ones that are relevant
and group them and export them.
So then you'll have a list of keywords
that are very relevant for you that make sense,
and then you can end up creating pages
around these grouped keywords,
but make sure these keywords are very, very related
to each other.
You don't want to use keywords that aren't too related
to each other because it would be hard to fit them
into a post.
After you do that, I want you to look to see what's working.
What's working for your competition?
What's working for you?
Is there any potential for you to take advantage
of different content types like audio or even video?
Do you have a comment section?
Are people giving you feedback to see how you can improve?
And also here's the example of the power of video.
Look at this: Chicago's Best Pizza: Nonna's Pizza,
12 million views.
That's ridiculous.
How much do you that's created in revenue for them?
Probably a lot.
Probably more than a million dollars,
if I had to take a bet on that.
So you want to make sure you go out there
and you're using all the different formats out there,
as well.
Now I know I went through this lesson pretty quickly,
but that's because I want you to head
to NeilPatel.com/training, click on Local SEO Unlocked,
go to Week Two Lesson One, and under that,
I want you to download all the worksheets and cheat sheets,
which walk you through how to do this
in much more detailed step.
If you enjoy this video, like it, share it,
tell the people about it.
Thank you for watching.
And if you need extra help
and you just want me to do all this for you,
check out my ad agency, Neil Patel Digital.
Cheers.