Google My Business Optimization S1 E1 – Category Research

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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