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Ranking in Google Search for Multiple Services or Products

Ranking in Google Search for Multiple Services

Why is your website not ranking in Google for all of your services or products? The answers may surprise you!

I received this frantic email from one of my clients who owns a small home improvement company:

"I just Googled 'construction' and I was not on top!!! My company wasn't even there!!! What can we do??"

My response was as follows (company name and search terms are changed for client privacy):

"Construction" is not one of your website's search terms, nor should it be. Homeowners never search for "construction" companies. And you say that you mostly do kitchen and bathroom remodeling, so your keywords should be targeting kitchen and bathroom remodeling. HOWEVER, you don't have a page on your website dedicated to either of those services.

A website with separate pages for each service can rank for those specific services. But a website, like yours, without separate service pages will only rank for one, maybe two services, as well as one or possibly two locations. Search engines give priority to the first keyword they see at the top of your web page, and second priority to the second word, and so on. By the time you get to the third or fourth word, if your competition is using your fourth word as their first word, they will rank above you for that word. For instance, "architectural design" is around the 10th word in your website description, and is in the middle of the first paragraph of your website. Any of your local competitors that have "architectural design" as their 1st to 9th word in their title, description, or first paragraph, will generally rank above you for that term (all other things being equal, of course, since there are many other variables that affect search engine ranking.)"

Once my client understood how this works, he provided me a list of his most important services, and I added a couple of pages on his website for those specific services. I also started handling his Facebook posts. Sure enough, within a few months he was ranking on Page 1 of Google for most of his important services, and the calls finally started coming in!

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