Keyword Research & Ad Group Structure
To start, I performed research on the types of terms that people were using when trying to find a moving company. At the time, Google had been testing some changes to its search engine results based on location terms being included in a search query. This made our keyword research project evolve into location-based terms and generic terms.
After brainstorming keyword ideas, multiplying them with various tools, finding terms that competitors targeted via Paid Search, and programmatically creating location terms, we ran our list through Google's Keyword Planner tool. This gave us an estimated search volume which was used to help us identify our target list of keywords.
From there we were able to map keywords to the appropriate pages based on search volume and choose a primary and secondary term that we wanted to target.
Content Optimization
Next, I used our keyword to landing page mapping document to created custom title tags, meta descriptions, heading tags and body copy. While doing this we made sure to use the targeted primary keyword along with a supporting secondary term. Our goal was to give search engines a better idea about what type of content we have on a page without getting carried away. Next, we looked at alt image text to make sure that was accurate and appropriate.
Google Maps Optimization
Next, we worked with our client to create and optimize Google Maps listings for each of their physical locations. Since Google often showed the local map listings for terms that included a location keyword, this proved to be a vital area for our client.
Lastly, we worked with them to create a process where they would ask customers to leave a review after they completed a move. This included a three touch follow-up process that would end if they clicked on a link that they received via email.