Relevance and Keyword Usage
What it means:
Relevance in local SEO is all about how closely your content and online presence match what a user is searching for. It answers the question: “Is this business the best match for the searcher’s intent?”
And that’s where keyword usage comes in.
Search engines like Google analyze the words and phrases on your website, Google Business Profile (GBP), and other citations to determine:
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What your business does
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Where you do it
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Who you do it for
If you don’t clearly communicate this, you’ll struggle to rank—even if your business is nearby and has great reviews.
Why Relevance Matters in Local SEO
Local SEO is about more than showing up—it’s about showing up for the right searches. If someone types “emergency HVAC repair in Chesapeake VA” and your website just says “we fix heaters,” you’re not going to be seen as highly relevant for that query.
Google’s algorithm is looking for strong keyword signals to determine whether your business is the best match for a local query. The better your keyword targeting, the higher your relevance score—and the better your chances of landing in the Map Pack or top 5 organic results.
How It Ties into a Siloed Structure
Your silo pages are like hyper-focused landing pages that align with specific search intents. For example:
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/roof-repair-virginia-beach -
/metal-roof-installation-chesapeake -
/emergency-roof-tarping-norfolk
Each page should revolve around a primary keyword and include closely related semantic keywords (i.e., terms and phrases that support the main topic), making the page more complete and relevant.
Instead of diluting your site’s SEO strength with one generic “Services” page, siloing helps you:
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Rank for more long-tail keywords
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Serve up more targeted content
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Show up in local search results for multiple cities or service categories
DIY Tips for Stronger Relevance and Keyword Usage
✅ Do real keyword research
Use tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic to find the keywords your audience actually searches for. Don’t just guess—type your service and city into Google and check:
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The auto-suggested phrases
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“People also ask” questions
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Competitor rankings
✅ Use long-tail keywords
Instead of just targeting “plumber,” go for:
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“24-hour emergency plumber Chesapeake”
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“water heater installation Virginia Beach”
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“leaky faucet repair near me”
These are more specific, easier to rank for, and closer to what real people are typing.
✅ Write for humans, optimize for Google
Naturally incorporate keywords into:
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H1 headings
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Subheadings (H2, H3)
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The first 100 words of your content
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Alt text for images
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Meta titles and descriptions
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URL slugs (e.g.,
/septic-tank-cleaning-hampton-va)
But don’t keyword stuff—Google is smart enough to spot when content is written just for bots.
✅ Use keyword variations and synonyms
Search engines are getting better at understanding context. If your silo page is for “emergency AC repair,” you might also include:
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“after-hours AC service”
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“24/7 air conditioner repair”
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“fast HVAC help”
✅ Localize your keywords
Always pair your keywords with city, neighborhood, or region names. Even better: mention local landmarks or phrases your audience would know.
✅ Write FAQs with keyword-based questions
Including a short FAQ section at the bottom of each silo page is a great way to:
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Add more keywords naturally
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Answer common questions (which Google loves)
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Earn potential featured snippets
✅ Don’t forget meta tags!
Write compelling meta titles and descriptions that include your main keywords and a local identifier. For example:
Meta title:
“Roof Repair in Norfolk, VA | Same-Day Service Available”
Meta description:
“Need fast roof repairs in Norfolk? Our expert team is available 24/7. Call now for emergency roof patching and free estimates!”
Pro Tip: Relevance + Consistency = Local SEO Gold
Relevance doesn’t stop at your website. Make sure your Google Business Profile and citations across the web (like Yelp, YellowPages, Angi, etc.) use the same keywords and descriptions. If your GBP says “heating and cooling” but your website says “climate control services,” you’re sending mixed signals to Google.
Keep your messaging clear, consistent, and focused.
Final Thought:
Search engines are like matchmakers—trying to connect users with the most relevant local businesses for their needs. Relevance and keyword usage are your way of saying, “Hey Google, we’re exactly what they’re looking for.”
With siloed content that’s keyword-rich, city-targeted, and user-focused, you’ll not only show up more—but show up for the right people at the right time.