Keyword Intent For Local Businesses - Change The Intent & Get Hundreds Of Leads

Summary

In this video, Kurt from Based Media emphasizes the critical role of keyword intent in marketing for service-based businesses. He explains how targeting high buyer intent keywords can boost leads and revenue. The tutorial covers using SEMrush for keyword research, identifying transactional and informational keywords, and leveraging blog posts and videos for attracting potential customers. Kurt also discusses the importance of retargeting and dominating local search results with Google Ads and local service ads, ultimately aiming to fill business diaries with more clients.

Takeaways

• 🔍 The importance of understanding keyword intent for marketing service-based businesses is highlighted as it significantly impacts customer behavior.
• 🎯 Targeting high buyer intent keywords in marketing campaigns can lead to more leads and increased revenue.
• 📈 For service-based businesses, analyzing top pages on Google for relevant keywords can help determine the intent behind searches like 'loft conversion cost' or 'unblock a drain'.
• 📝 Content types are categorized into blog posts, product pages, videos, national lead generation pages, and local lead generation pages, with a focus on local leads for keyword research.
• 🔧 Using SEMrush, a keyword research tool, can help identify the intent behind keywords, such as transactional, informational, and commercial.
• 📚 Informational keywords often pull up blog posts or videos, indicating users are seeking information, while commercial and transactional keywords indicate users looking for local services.
• 🛠️ Blogging can be a valuable strategy for attracting potential customers by providing how-to guides and answering questions related to products or services.
• 📈 Retargeting is a marketing technique where potential customers are shown ads for products or services they have previously searched for, increasing the likelihood of conversion.
• 🌐 Creating a blog with useful content can help build online authority and improve search engine rankings, especially in the home service industry.
• 📌 Local keywords like 'Plumber near me' or 'Plumber London' are crucial for targeting local customers and should be used in Google Ads and other local service ads.
• 🏆 Dominating local and national search results with a combination of blog posts, videos, and targeted ads can provide a constant flow of leads and help grow the business.

Q & A

What is the main focus of the video script?

The main focus of the video script is the importance of understanding keyword intent for marketing service-based businesses, especially when running Google ads or driving targeted traffic to a website.

Why is keyword intent significant for service-based businesses?

Keyword intent is significant because it impacts whether a customer is just browsing or actively looking for a service, which in turn affects the effectiveness of marketing campaigns and the potential for generating leads.

Who is the presenter of the video?

The presenter of the video is Kurt from Based Media.

What is the recommended approach to finding high intent keywords?

The recommended approach is to perform a Google search, analyze the top pages, and use keyword research tools like SEMrush to identify keywords with high buyer intent.

What are the different types of keyword intents mentioned in the script?

The different types of keyword intents mentioned are transactional, informational, and commercial.

Why are informational keywords important even though they may not directly generate leads?

Informational keywords are important because they help attract attention to the website through blog posts or videos, which can indirectly lead to leads by providing valuable content associated with the products or services.

What is retargeting and how can it benefit a business?

Retargeting is a marketing strategy where potential customers who have previously interacted with a company online are shown ads for that company's products or services as they browse the web or social media. It benefits a business by keeping the brand top-of-mind and increasing the likelihood of conversion.

How can blog posts contribute to a service-based business's online presence?

Blog posts, especially how-to guides and tutorials, can attract thousands of potential customers to a business's website, establishing the business as an authority in its field and providing opportunities for retargeting.

What are some examples of local keywords that a plumber might target?

Examples of local keywords a plumber might target include 'Plum near me', 'Plumber London', and 'local plumber'.

What tools and strategies are suggested for dominating local and national search results?

The script suggests using Google Ads, Local Service Ads, Google My Business, and creating a blog with useful content to dominate local and national search results.

How can a service-based business use video tutorials alongside blog posts?

A service-based business can use video tutorials alongside blog posts to provide additional value and engage with potential customers more effectively, increasing the chances of attracting views and generating leads.

Outlines

00:00

🔍 Importance of Keyword Intent in Marketing

This paragraph emphasizes the significance of understanding keyword intent for service-based businesses, especially when running Google ads or driving traffic to a website. The intent behind a keyword can greatly affect whether a customer is just browsing or actively seeking a service. Targeting high buyer intent keywords can lead to more leads and increased revenue. The video introduces Kurt from Based Media, who aims to help trades businesses gain more leads through online marketing. Viewers are encouraged to subscribe and join the community for updates. The paragraph also suggests starting keyword research by analyzing top Google search results for specific terms related to the business, such as a plumber, to understand the type of content that ranks high and how it can attract potential customers.

📈 Utilizing SEMrush for Keyword Research

The second paragraph focuses on using SEMrush, a paid keyword research tool with a free trial, to find high intent keywords. It explains how to use the tool to identify the intent behind keywords, which can be transactional, informational, or commercial. The paragraph provides a step-by-step guide on using SEMrush to find keywords with local intent, such as 'plumber London,' which are more likely to attract customers looking for local services. It also discusses the importance of creating blog posts and videos that answer common questions and provide how-to guides, as these can attract thousands of potential customers and establish online authority for the business.

🛠 Strategies for Local and National Lead Generation

This paragraph discusses strategies for generating leads both locally and nationally. It suggests creating blog posts that provide useful content, such as how-to guides and tutorials, which can attract a large number of potential customers. The paragraph also highlights the value of retargeting, where potential customers who have previously searched for related terms are shown ads for the business on social media platforms. The importance of targeting local keywords with Google Ads, local service ads, and directories like Google My Business is also emphasized, as this can help the business dominate the first page of search results and secure a steady flow of leads.

Keywords

💡Keyword Intent

Keyword intent refers to the purpose or goal of a person using a specific keyword in a search query. It is crucial for marketing service-based businesses because it helps determine whether a search is informational, commercial, or transactional. In the video, the importance of targeting keywords with high buyer intent is highlighted to generate more leads and revenue. For instance, the script mentions analyzing search terms like 'how much does a loft conversion cost' to understand the intent behind the search.

💡Google Ads

Google Ads is a platform that allows businesses to run online advertising campaigns. It is mentioned in the script as a tool for driving targeted traffic to a website. The video emphasizes the importance of understanding keyword intent when running Google Ads campaigns to ensure that the ads are reaching the right audience with the potential to convert into customers.

💡High Buyer Intent Keywords

High buyer intent keywords are search terms that indicate a user is actively looking to make a purchase or engage with a service. The video script discusses targeting these keywords in marketing campaigns to attract leads who are more likely to convert. An example from the script is using 'plumber London' to attract users looking for local plumbing services.

💡SEMrush

SEMrush is a digital marketing tool that offers a suite of services including keyword research, competitor analysis, and SEO auditing. In the context of the video, SEMrush is recommended as a keyword research tool to identify keywords with different intents such as transactional, informational, and commercial.

💡Transactional Keywords

Transactional keywords are search terms that indicate a user is ready to take action, such as making a purchase or signing up for a service. The video script explains that these keywords are particularly valuable for service-based businesses as they often lead to direct conversions. An example provided is searching for 'plumber London' which shows commercial intent.

💡Informational Keywords

Informational keywords are used by searchers looking for information or knowledge about a topic. In the video, it is mentioned that informational keywords like 'how to unblock a drain' typically result in blog posts or videos appearing in search results, as users are seeking guidance or explanations.

💡Blog Posts

Blog posts are written articles on a website that aim to provide information, engage readers, and attract traffic. The video script discusses using blog posts as a strategy to attract potential customers by answering questions and providing how-to guides related to the services offered by the business.

💡Retargeting

Retargeting is a marketing strategy where ads are shown to users who have previously interacted with a company's website or online content. The video script explains retargeting as a way to remind potential customers about a business after they have shown initial interest, such as by searching for related information.

💡Local Lead Generation

Local lead generation refers to the process of attracting potential customers from a specific geographic area. The video emphasizes the importance of targeting local keywords and using tools like Google Ads and local service ads to capture leads in a specific region, such as 'Plum near me' or 'Plumber London'.

💡Content Format

Content format refers to the style or structure of the content presented. In the video, the recommended content formats for the home service industry include how-to guides, step-by-step tutorials, and list posts. These formats are designed to provide value to the reader and attract traffic to the business's website.

💡Video Tutorials

Video tutorials are instructional videos that demonstrate how to perform a task or solve a problem. The video script suggests creating video tutorials alongside blog posts to dominate the first page of search results and provide additional value to potential customers, such as 'how to unblock a drain'.

Highlights

Keyword intent is crucial for marketing service-based businesses as it impacts customer behavior.

Targeting high buyer intent keywords can increase leads and revenue.

Analyzing top Google search results helps understand keyword intent behind services like loft conversions or drain unblocking.

Blogs or videos often appear for informational keywords, not directly leading to leads.

Content categories include blog posts, product pages, videos, and lead generation pages, with a focus on local leads.

Using SEMrush for keyword research can identify transactional, informational, and commercial intents.

Transactional and commercial keywords are more likely to attract users looking for local services.

Blogging on informational topics like 'how to unblock a drain' can attract potential customers.

Larger companies use blog posts to answer questions and guide potential customers.

Retargeting is a strategy where potential customers are shown ads after they've searched for related topics.

Creating a blog with useful content can build online authority and attract traffic.

Content formats like how-to guides, tutorials, and list posts are effective in the home service industry.

Video tutorials alongside blog posts can enhance visibility and attract more views.

Targeting local keywords with Google Ads and local service ads can dominate search results.

Using big directories and Google organic searches can secure top placements for local keywords.

The video aims to help businesses generate high-quality leads and grow by filling their calendars with more customers.

A link in the description offers a solution for businesses facing lead generation problems.

Engagement is encouraged through likes, subscriptions, and comments, with a promise to read and respond to all feedback.

Transcripts

welcome back to the channel in today's

video we're going to go over the

importance of keyword intent for

marketing service-based businesses cut

the relevant keywords if you're running

Google ads or running targeted traffic

to your website it's good to know about

the intent behind certain keywords this

is because the intention behind the

keyword is going to have a massive

impact on if the customer is browsing or

actually looking for your service

targeting High buyer intent keywords for

your marketing campaigns will get you

more leads and make you a lot more money

now if you're new here hi I'm Kurt from

based media and I'm here to help you get

more leads for your trades business

using online marketing so if you don't

want to miss any videos join our

community and hit that subscribe button

and the bell icon to get notified so to

get started on your hunt for high intent

keywords you'll want to do a search on

Google and then analyze the top pages

and see what comes up so for example how

much does a loft conversion cost or how

much to unblock a drain now go on Google

search these terms and see what shows at

the top so you can see now if you run

this type of business getting found for

these types of Search terms is not

necessarily going to get you lead

straight away because they pull up

either blogs or videos but this is a

great way to get attention on your

website for things that are associated

with your products or services so we

bucket our categories of content types

down into groups we have blog posts

product pages videos National lead

generation page local lead generation

page now most of our clients are

interested in local leads so this is the

main bulk of our attention when we do

keyword research so for the purposes of

this video let's say you're a plumber

we'll start by using the keyword

research tool semrush now this is a paid

tool but it does offer a free trial so

you can do the free trial for your

keyword research and then cancel the

membership before it charges you we've

been using this tool for years and would

say it's by far one of the best and the

most accurate type in your main keyword

let's say plumber click view all

keywords and you can see that semra

shows you the intent behind the keyword

you have transactional informational and

Commercial so if you do a Google search

for the informational keywords they

usually pull up blog posts or video

content on Google as the user is usually

looking for information for commercial

and transactional these are people

directly looking for local Services now

if you're looking for a lot of

transactional keywords to go after type

in your service and your local area you

want to get work so let's say plumber

London now you can see that most all of

the keywords are commercial because they

have local intent now let's look at some

opportunities to get traffic to your

business with blog posts type in a

keywords such as how to unblock a drain

you'll see all of the phrases are

informational because the user is

looking for howto guides you may not

have previously seen the value in

bloging but we found this is a great way

to get literally tens of thousands of

potential customers on your website this

is why bigger plumbing companies use the

strategy of building out blog posts

answering questions and doing how-to

guides for their potential customers

it's also a great way to retarget the

customer with ads what is retargeting

you ask what's this think back to the

time when you search something on Google

only to then go on social media and see

the company or product show up that is

retargeting so if you're really looking

to dominate the local and National

search results creating a Blog with

useful content that builds your online

Authority is the way to go so a blog

post in the home service industry the

content format is usually how-to guides

step-by-step tutorials and list posts so

if you're a drainage company you might

have topics such as how to unblock a

drain best drain cleaners or step by

step how to unblock a sync this will

pull in thousands of views for your

business and if you really want to

dominate the first page create video

tutorials to sit alongside your blogs

how to boil water now move on to local

keywords these will be keywords like

Plum near me Plum London and local

plumber you want to Target these

keywords with Google ads local service

ads Google m business the big

directories that are shown at the top of

Google and the Google organic searches

now if you target all of them with

highly searched local keywords you're

going to dominate the first page and get

a constant flow of leads coming into the

business every single month thank you

for watching until the end I hope you

got a lot out of the video so our goal

here is to help you generate the best

quality leads so you can fill out your

diary with more customers and grow your

business and that's it for me and by the

way if lead generation is a problem for

you right now then there's a link in the

description that will help you solve

that problem in under 3 minutes I want

to say a big thank you again for

watching this video if you want to see

more like this please do like and

subscribe and also leave a comment in

the comment section we read and respond

to all the comments we get have a great

day I'll see you on the next

one