The other day a local locksmith asked if I would do some search engine work for him. Before putting some numbers together, I did some research.
I looked over a few competitor’s websites and found keyword phrases that Google thought were good for his competitors.
Here’s a partial list:
- 24 hour locksmith
- 24/7 locksmith
- auto locksmith
- automotive locksmith
- car locksmith
- commercial locksmith
- emergency locksmith
- local locksmith
- locksmith for cars
- locksmith service
- lost car keys
- mobile locksmith
So why would Google list this locksmith higher than his competition for any of these keywords?
When looking at the list, one keyword phrase grabs me for this locksmith.
I’ve known this guy for a while. He went to my high school. He’s owned his locksmith business for a long time.
He has a few good reviews online. He’s a family man.
His son earned a football scholarship at a local college. His other kids are involved in the local high school.
He isn’t a franchise owner. He isn’t part of some big chain.
He is a local businessman that grew up in the community. A family man.
He is the poster child for a “local locksmith.”
I’m sure you can already picture a web page about this “local locksmith” immediately from the description above.
You don’t need to know anything about Google algorithms. You don’t need to know anything else.
What if this guy told the story of why he is the personification of the “local locksmith” on his website? He should do pretty well on Google searches for that term.
It’s obvious, right?
Did his website highlight these facts? Hell no.
Was he willing to change the content on his website in order to highlight these facts? Hell no.
He wanted someone to sprinkle magic dust on his website for a couple of hundred dollars and get him to the top of the search engines.
He didn’t understand.
He wasn’t going to listen to “the truth.”
Are you ready for “the truth” about having a successful website? If so, download the first chapter of the book I’m writing about website success.
Here’s the link: