Hello and welcome. In this video you're going to learn how we research the best
categories and subcategories to use for your Google My Business (GMB) listing so that
you can rank for a wider variety of local keyword searches. And at the end of
the video, we'll have a free spreadsheet guide for you
to help make the job a little easier.
Ok welcome back. So straight out, there are two areas of keyword research you have to do, ideally, for your optimizing your
Google My Business listing. One is your standard keyword research or your
overall keyword research for your entire business really - for all of your products
services, and your brand name. That's mostly for your website but it's also needed
for your Google My Business listing because there are fields for your
business description, your product and service descriptions, you can optimize
your photos with keyword descriptions, your Google My Business posts, etc. So
keyword research is needed also and that will be covered in a separate video. This
video today we're all about category research and subcategory research. Your
primary category is normally pretty obvious but subcategories are hugely
important so that you can rank for a broader spectrum of local searches. So we're
going to get right into that okay. We've got a split screen here, one is
our Google My Business category analysis spreadsheet. It's a little worksheet that we
we've created. There'll be a free link to this in the description
below. And then of course we're going to search Google. So just back to the
spreadsheet real quick. Again this is for category analysis for your products, your
services, and your profession. We're going to use a primary category example
keyword as Dentist in San Diego California. And we are going
to look for what the top three map positions categories are and
what other categories we find on the page. Then we're also going to carry
over to a little bit of the keyword research that we were just talking about
and we're going to write down some of the titles that we like from ads and organic
listings. Alright, so let's head over to Google on the left here and we're going
to search for a dentist and San Diego California and here we are and we want
to go right into the map. Right at the top is Google Maps, we're gonna
click on more places and go right in there. Next we're gonna ignore the ads at
the top because unless we see them immediately down below, we don't
know if these are optimized right? They're paying to get in here.
Their listing itself is probably not optimized otherwise they would not be paying.
Of course their ROI could be good and that's why they're there. But let's go with the
ones that are actually ranking because of the strength of their website and
their Google my business listings. Number one right here, San Diego Smile
dentistry, what we're looking for is the category right? So which is located right
after the reviews, the number of views and then cosmetic dentist right there is
the category. So I'm going to come over to my spreadsheet, the number one
category is cosmetic dentist I already typed it in so I'm just highlighting a
black again to us save us some time. Next category is dentist, and then dentist
again right? So we see two more dentists or two dentist categories... and so there we have it.
Now back over to the map and I see orthodontist is next, dentist,
dentist, pediatric dentist. So we're gonna look for all of those and record them.
So pediatric dentist, orthodontist, I don't care about the order now I'm just
looking for other categories. Back to the search we've got a
dental clinic, pediatric dentist, dentist, and dentist. So we see dentist and
cosmetic dentist are very popular and we have several pediatric dentists
and a couple of dental clinics. Okay so the most common I put down here is
dentist. Now if you are a dentist in this example in San Diego, you would pick
your primary keyword based on your primary specialty. So if your
specialty is children = pediatrics, if you're an orthodontist. If there's two or
more dentists in the clinic then a dental clinic would be more appropriate.
If you're a single general dentist you would just decide if you were a cosmetic
dentist or just general dentistry. Anyway so you would pick your primary
based on really what you are, unless the competition said something completely
different. But right here you could pick, or you'd be safe in picking whatever your
primary is right. But now what we care about is secondary. Before we get there
though, let's take a look at the keywords being
used that are dominating on page one. There are no ads right now so
they can't help us but let's go, so I always like to go see what's in the
organic listings. So best dentist and in San Diego. And I have some of
these already there I forgot, so we're gonna highlight those and actually this
time there are no ads so we're gonna get rid of the ads. So best dentists
san diego, top ten dentists, 2017 the year, of course that's backfiring on them now.
You need to know if you put a year in, which is great, into your title tags then
you need to go in and update it every year and change it. This is a
magazine so they're not going to be doing that but if it was on your blog
you would want to update the year. Cosmetic dentist in San Diego, all right,
cosmetic dentistry San Diego. So you're looking for the common terms and you can
see since we search for dentist in San Diego
California the phrases that are most popular or containing both of those, or all of those
words dentist in San Diego California, dentists San Diego California, etc. Which is
why it's important to put your city and your state in your title tags on some of
your pages. Okay so we covered that so you get the gist of this. It will help
us later and we'll show it in another video. We'll carry this over into our
overall keyword research for the business. Right now we're just caring
about category research, so we're going to go to category keyword number two.
For dentists it would be teeth whitening. So we're going to come over here
into Google and type teeth whitening, and we do have an ad "teeth whitening in San Diego
Dentist."So matching the phrase exactly and now we're going to go right
into the map we're going to ignore the ads. We're gonna go another ignored ad
and right into the top three local pack. So teeth whitening, teeth whitening,
teeth whitening, and the complete phrase is "teeth whitening service."
And as I scan down the page I'm seeing that's pretty much everybody's
category. In fact, so far it is indeed every single one except for the ad, which
again we're going to ignore it. So teeth whitening across-the-board. All
three of them.
And that tells us enough right? They're really all 20 on page one of
Google Maps, so that would be our most common as well. Now what this shows if
you're a dentist, and cosmetic dentist let's say is your primary category, you would want
to add teeth whitening as a subcategory of your primary in your Google my
business listing. This would enable you to rank better when somebody types
in 'teeth whitening in your city.' Alright, okay so you get the gist there.
Now if you were a plumber, you would just do the same thing right.
Your services... your services whatever they are. We're just gonna grab a random
plumber here hopefully without too much trouble. And you would just go do whatever your
services are. Here in this case
heating and air conditioning repair, epoxy pipe lining, restoration and flood
services, etc. So that's what your keywords would be over here on the spreadsheet
and then that's what you would be typing into Google with your city and
without. If you are already in your city when you're doing this search,
then you don't need to put in the city. You should do it with and without. I'm
not in San Diego so I had to type it in in order to get San Diego results.
But if you're in San Diego for example, do it with and without San Diego in
there and see if you get different results. You'll want to scan the
page and see. Now for plumber it'll be probably a little simpler. I'm
scanning this page here on the left and I'm seeing mostly plumber as a category, or
primary category. Let's go down just for the sake of it, to page two, and everybody's
there with a plumbing category. But now if we did what... heating repair
which I didn't type in right, Google caught me though. Now we have heating contractor.
See plumbing, heating contractor ,heating equipment supplier, heating contractor,
HVAC contractor, so you know depending on your field you have to analyze these. But
again, you take them over to the spreadsheet and you decide which
categories you want to use. Now in our dentist example, he would certainly,
he or she would certainly want to use if you did those services of course,
dental implants and teeth whitening as subcategories to either general dentist
or cosmetic or pediatric or orthodontist or whatever your primary
specialty was. Again we're also looking at keywords so if I go back a
few pages and we do that again on the teeth whitening San Diego, we should go
back to the organic page rankings ads. There are none, so to the organic and see
what kind of organic titles we have. There's no ad titles but we have San Diego
teeth whitening center, and then we have best teeth whitening San Diego, and then
we have San Diego teeth, whoops teeth whitening, and then San Diego teeth
whitening center again, and then teeth whitening in La Jolla and San Diego, and
that's teeth whitening San Diego. Alright so this may help us when we're doing
some keyword research for articles and pages and posts on our website. So
that's the gist of category analysis and research. You would
do it for all of your key products and services. I would now here's an important note is
that in the SEO world, it's a little gray area, how many categories should we have?
How many categories? So rule of thumb is about four or less.
Four or less, and the reason for that is you're gonna be hard-pressed to go
beyond that but first and foremost you want to make sure that they're
real right. You're not just adding categories to try and reach out for
extra traffic that really doesn't belong to you. In our example here
let's say we have a cosmetic dentist who does teeth whitening, dental implants, and
maybe emergency dental care. Right, so those are all legitimate categories. Four
or less and no problem. But if let's use our plumber example,
or whatever, plumber or dentist, or any industry here in if you're using
categories that are not really applied to your services your profession, your
products, then Google, you may see that you add the category and Google
just takes it away from your Google my business listing. But worse than
that is if you sort of abuse the system or Google even thinks you are ,then they
could even suspend your entire business or Google my business listing which would
be horrific for you unless you're already on, you know, way in the bottom of
page one or two or three or something and not getting any traffic from it
already. But if you're anywhere near page one or the top of the map and you get
suspended then you lose all that traffic and fighting back will be a little bit
of an uphill battle or a big up hill battle. Okay, so don't don't abuse the
system use it only where it applies, four or less categories, find your best
subcategories and you will extend your proximity of your reach for local
keyword searches and be able to attract more people into
your business. Alright, so that's how we do category research and analysis here
at Video4Traffic for ourselves and our clients. We hope you got some value
out of that. If so, please hit the like button and subscribe to our channel for
weekly tips and tips on how to grow your local business in the digital marketing
world. Thanks for watching. Create a great day! Peace
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