Fresh content? Check. Right keywords? Check. Yet, after these SEO efforts, you’re still not getting the desired results. Maybe you’re missing one key ingredient: local search intent.
Business owners thought that producing keyword-rich content alone attracts online leads. This strategy used to work. However, Google has gotten better at interpreting search results.
Today, search engines prefer optimised content that directly answers your potential customers’ questions. If your blog posts or pages lack this, users turn away and find another site that can answer or help them.
The competitiveness of service-based businesses in Australia is already high. So, a customer disconnect like this will only harm your operations.
With search intent added to local SEO, you connect well with the right audience and keep them engaged.
Keep reading this article to learn more about search intent and how to use it to your advantage.
The Power of Search Intent in Local SEO
Search intent is vital as it explains the why behind your customer’s query in search engines like Google.
For example, a user may type “chiropractic care” on Google to learn about the health profession or the treatment a chiropractor can provide.
Phrases like “chiropractic clinic Melbourne” suggest that the user may be looking for treatment options near them. This search may or may not lead to a booking, though.
However, search terms like “book chiropractic appointment” mean the user is ready to pay for consultation or therapy.
If you try typing in these search terms, notice how Google predicts intent. It responds accordingly by showing you medical blogs, business maps, and contact pages.
These variations represent the customers’ journey in finding products or services online. As a website owner, your job is to help make that journey easier.
When you add the proper search-intent keywords to the correct articles or pages, you can inform users, keep them engaged, or encourage them to convert.
Localising Search Intent
Localising your search intent further reinforces the keywords you use. However, this strategy is beyond translating a word into another language.
It means adapting your keyword selection based on how the locals use or speak them. In Australia, for example, locals in some regions may say “chiro” instead of “chiropractor”.
People who know the same language may speak it differently, depending on their regional variations, cultural background, age, education, or work environment.
With keyword localisation added to search intent, you can reach a more specific audience and make your content more relatable and authentic.
Leveraging Search Intent for Local Service Businesses
There are two ways for business owners to incorporate local search intent: creating targeted content and optimising their website.
1. Content Strategy
Here’s how to combine local keyword search and content creation for maximum online presence.
Do a core keyword research and analysis.
First, create a core keyword list relevant to your business and the audience within your area.
Use keyword research tools like Google Keyword Planner or SEMrush for a more data-driven approach.
While researching, look for question-based keywords or specific phrases with a well-defined search intent.
These long-tail keywords usually have lower competition. Also, as they are more specific, these terms likely meet user expectations or lead to conversions.
Conduct a location-specific keyword research.
Aside from general terms, look for local terms and phrases using the same keyword-generating tools. Type your core keywords with a specific country, state, city, or surrounding suburb and see what results you’ll get.
Let’s say you have a chiropractic clinic in Victoria. You can then focus your local search on the following terms:
- chiropractic clinic in Melbourne
- chiropractor Melbourne
- chiropractor St Kilda
- chiropractor Docklands
- chiropractor East Melbourne
While searching, you’ll likely see terminologies or word combinations that the locals near your business area use. Make sure to add them to your list, too.
Also, note that tools would rate search terms with a keyword difficulty score. It indicates how easy or difficult it is to rank for a particular term. Keep an eye on these scores when choosing your local terms. Check their search volume as well.
Read our previous article on how to find the best local keywords for more details and tool suggestions.
Add keyword modifiers to your local terms.
Here’s another technique to widen your reach and make your local search intent more specific. Try adding modifiers to some of your local terms.
Your formula then becomes your core term + location + modifier. Here are some examples:
- Modifiers that describe the service type: back pain chiropractor in Melbourne
- Modifiers that describe the service target: Melbourne chiropractor for seniors
- Modifiers that describe the service price: Melbourne chiropractor consultation fee
Strategically align your keywords with the right content.
Using keyword-generating tools, analyse the keyword list that you made. Group them according to the search intent: navigational, informational, commercial, or transactional.
- Navigational intent: keywords that contain a specific website, page, or company name (e.g. Apple, Facebook)
- Informational intent: keywords used to look for answers to questions (e.g. how to, why, best way to)
- Commercial intent: keywords to learn more about a specific product or service (e.g. reviews, comparisons, pricing information)
- Transactional intent: keywords that suggest buying intent (e.g. product names, buy, deal, discount)
If you like, use keyword tools that can automatically identify the search intent of each term or phrase.
Finally, incorporate these search intent keywords into your local content, like blog posts, website copy, and social media captions.
Also, use local dialect or colloquial terms when applicable to make your content resonate better with your readers.
When crafting content, ensure that it provides helpful information and straightforward answers or solutions to problems.
It’s also ideal to anticipate your customers’ most common queries and proactively address them through your web content.
Remember, your goal for content creation should always be to boost online visibility by addressing users’ needs.
2. Optimisation Strategies
Aside from creating content, optimising your website for location-specific information enhances your visibility. Here’s how to do it with the search intent concept.
Create and optimise service pages.
If your business provides various services to customers, it will be good to create dedicated service pages for each.
For example, if you are a physiotherapist in Melbourne, create service pages featuring the treatments you offer. Use keywords like “physiotherapy for back pain Melbourne” and “physiotherapy for sports injury Melbourne” to make each page attract targeted local traffic.
Some website owners may list their services on one homepage. However, it makes it harder for users to find the service or treatment they need.
Moreover, there’s likely limited information describing each service if you put them all in one landing page. Most customers will just check other websites rather than call your business for more details.
An optimised service page will inform your target customers and keep them engaged. It also gives them the confidence that your business can provide the service they need.
Optimised service pages make you more visible in local search results. These increase your chances of turning visitors into customers, too.
Showcase online reviews or feedback from your local customers.
The next time you get a testimonial from a satisfied customer, put it on your homepage or individual service page for visitors to see.
As you get more testimonials, you may also put them in a dedicated section on your site. Add star ratings, customer quotes, or videos to make each online review appealing and persuasive.
Other service-based businesses like health care can do this by featuring case studies.
Customer reviews boost your credibility and encourage local prospects to get your services. These also act as proof that your business delivers and meets customer expectations.
Check out our other tips to leverage Google reviews to boost your local SEO efforts.
Claim and optimise your Google My Business profile.
When people search for local businesses online, they initially look for your company name, address, and contact number.
So, your NAP (name, address, and phone) must be consistent across all online platforms, directories, and review sites.
If you need to update your business details, ensure that you apply the changes to all your listings.
Customers are hesitant to deal with businesses with inconsistent or incorrect contact details. If customers cannot trust you, search engines won’t either, and it can affect your rankings.
Claiming and optimising your Google My Business (GMB) profile is also crucial to do well in local search results. Doing this boosts your chances of appearing in Google Search and Maps.
Aside from information accuracy, keep your GMB profile engaging, too. Provide pertinent info about your services, add high-quality images, and upload an updated GMB main photo.
Partnering with an SEO Agency for Search Intent Success
Adding search intent to your local SEO efforts can significantly enhance your business performance.
With this strategy, you can tailor your content and website based on users’ needs, reeling in relevant traffic and buy-ready customers.
In a highly competitive Australian service business industry, local search intent also helps you stand out.
However, putting a local spin on search intent can be tricky. It requires extensive research, analysis, and constant monitoring.
Working with a reputable local SEO agency like Infinite Ace ensures you start your local SEO strategies right. With our SEO team, we can:
- design a local SEO strategy that matches your business environment
- simplify keyword research and craft content that appeals to your target audience
- regularly track keyword performance to identify new opportunities or make data-driven adjustments
- use data analytics to identify local search trends and user intent patterns for targeted optimisation
Search intent and user behaviour constantly change. With experts monitoring and fine-tuning your SEO performance, you’ll not only gain impressive rankings in the search results.
You’ll also attract high-quality leads that convert into paying customers and stay ahead of the competition.
Conclusion
Combining search intent with local SEO is an essential marketing strategy today, especially for the Australian service industry. With it, you can rank better in the SERPs and attract your most engaged users.
The lifeline of any business is its customers, and the key to building genuine connections with them is to understand and deliver what they need the most.
In the digital world, doing that means spending more time on research. Find out what your customers look for online, then create relevant content that matches their expectations.
Embrace search intent as a game changer, and consider partnering with a reliable local SEO agency for expert guidance.
Call Infinite Ace on 03 9043 4444 (or email us at hello@infiniteace.com) so we can start growing your local business with a custom search intent strategy.
