Relevancy, Trust, & Wasps
How do you build a website that empathizes with the searcher? Focus on relevancy and trust. Learn more through my friend's recent interaction with wasps.
A quick story…
This weekend my friend Ben complained to me.
He said in an online search for a local exterminator to get rid of a wasp problem last summer he failed to find anyone locally that could get the job done.
Ben tried two different companies and the wasps kept coming back.
He found that websites would mention wasps in a bulleted list somewhere, but there wasn’t a dedicated page or more information about wasp extermination specifically. It was all general extermination, but he wanted the expert in one that field.
This made him feel no confidence that anyone could get the job done.
This is a real story. I didn’t make this up. Unique circumstances are a part of our lives.
And Google, as a search engine, empathizes with that.
You need to be building a website that actually considers the experiences of humans like this.
So, how do you do it? By creating a relevancy and trust checklist.
Here’s one you can borrow…
The Relevancy & Trust Checklist
For each of these items, consider each one of your target keywords. Then make sure you have a page on your site that answers each question well.
I’ll use the “wasp exterminator near me” keyword as an example:
- “Is this searcher looking for residential or commercial wasp extermination, what industry are they in?”
Google can’t tell based upon the keyword, so you better have content that explains who you serve, specifically – for a more relevant experience.
- “What does the service look like? What are the pros and cons of this service? What are the benefits and problems it solves? Guarantees, etc”
Google doesn’t know how much this searcher knows about wasp extermination. Google wants you to be able to help them if they have questions.
- “What businesses actually offer this service in this city/area?”
Google wants to confidently see that you offer the service the searcher is looking for in the area they are looking for it.
- “When do they need this service?”
Google wants to know, with confidence, that you can offer this service to the searcher at the time they need it.
- “What else might the searcher want to know about this topic?”
Google wants to make sure you are able to answer the most common customer questions about this service and transparently offer authoritative content. They want to see wasp specific content.
- “Will the searcher need images and/or videos to better understand the service?”
Google wants to see that you have media to help the searcher understand the service better.
- “Have other people purchased this service in this area before?”
Google wants to see that other people have hired you for this specific service and have had a great experience.
- “How much will this service cost the searcher?”
Google wants to recommend a transparent company that offers some details on purchasing. Provide a preview of your process at least.
- “Do other entities (people, businesses, etc.) trust this business?”
Google is looking for proof that other people or organizations trust you both nationally and locally. You better have links from their sites (Yelp, YellowPages, your local Chamber, etc.) to yours.
Looking for More On This Topic?
We put together a WordPress website template for businesses that want to achieve maximum relevancy and trust in order to generate more qualified leads.
Here is an article that goes over that template.
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