A keyword is what a customer types into Google: “leaking roof”, “emergency plumber”, “facade renovation price”. The “search intent” is what they really want: an emergency repair, a quote, or simply information.
Why it matters
Tradespeople write with the vocabulary of their trade, customers with their own. A website that speaks like its customers shows up on their searches; a website that reads like a technical catalogue, much less.
Each search has an intent: “emergency plumber” wants a phone number right now, “loft insulation price” wants to understand before asking for a quote. The right page answers the right intent.
In France, your customers search in French: the same principle applies to French keywords, and that is what we work on for your website.
The words to know
- Autocomplete
- The suggestions Google offers while you type: they reflect real searches.
- Related searches
- The suggestions at the bottom of the results page, and the “People also ask” box.
- Keyword Planner
- A Google Ads tool that gives ideas and rough search volumes. It requires a Google Ads account.
- Keyword stuffing
- Repeating a word everywhere to “please Google”. Google spots it and treats it as spam.
What you can do yourself
- Note the words your customers use on the phone and in their messages
- Type your trade into Google and look at the suggestions and the questions people ask
- Choose one main idea per page (a service, a town)
- Put the keyword in the page title, the main heading and the first lines, naturally
- Describe your photos (the “alt text”) in simple words
- Reuse these words in the description and services of your Google profile
- Repeating the same word in every sentence: the text becomes unreadable, and Google notices
- Creating dozens of identical pages where only the town name changes
- Putting keywords in your Google profile name: it is forbidden
Before writing your website, we research the keywords for your trade and your towns. The copy is written with your customers’ words.
Frequently asked questions
Do I need one page per town?
One page per town where you really work, with content specific to that town, yes. Dozens of identical pages where only the name changes, no: Google treats them as low-quality content.
Do keywords work in the Google profile?
In the description and the list of services, yes, used naturally. In the business name, no: it is forbidden and can get the profile suspended.
How many keywords per page?
One main idea per page, and its natural variations. Write for the customer first: clear, useful text is what Google wants to show.