Target service-plus-city searches

'[Service] [city]' is the backbone of local keyword targeting: 'dentist Brighton', 'roofer Leeds', 'physio Austin'. They carry clear intent and clear geography. But you can't and shouldn't chase every town, so pick with your head.

Only target towns you can actually win

Two things decide whether a service-city combo is worth it: is there real search demand, and can you realistically rank there? A town you're based in or right next to is winnable. One an hour away where you have no address and no reviews is a long shot, proximity will always beat you. Concentrate on your genuine catchment first.

Check demand before you build

Before you create a page or target a town, confirm people actually search '[your service] [that town]'. A keyword tool tells you in seconds. Building pages for towns nobody searches is how businesses end up with a pile of thin pages that rank for nothing, we'll come back to that trap in the pages chapter.

Prioritise by value, not just volume

A slightly smaller town where the jobs are high-value can beat a bigger one full of price shoppers. Weigh volume against what a customer there is worth to you, and rank your target towns accordingly.