Keywords and local search intent

From query to intent

A keyword is what someone types. Intent is what they want to solve. "House cleaning" might be someone looking for prices, someone looking for a company right now, or someone wanting to clean better themselves. Strategy starts by separating those possibilities.

Types of intent

• Informational: wants to understand. Example: "how often should you deep clean a house".
• Commercial: comparing options. Example: "house cleaning cost orlando".
• Transactional: ready to hire. Example: "house cleaning service near me".
• Navigational: looking for a specific brand.

In local searches, modifiers such as "near me", a city name or "open now" reinforce intent to act.

Service plus location

The basic combination is each service crossed with the areas you really serve: "deep cleaning lake mary", "move out cleaning orlando". That matrix shows the size of the territory. The caution is not to turn every combination into a page: many are well served by one service page that makes the service area clear.

How to assess opportunities

Search volume is only one criterion, and tools provide estimates. Also weigh:

1. Relevance: does the term describe something you sell?
2. Intent: is the searcher close to hiring?
3. Visible competition: who shows up today, and with what kind of page?
4. Lead potential: does the term tend to turn into a call or a quote?

From term to page

Each page should have one main intent. When two pages on the same site target the same intent, they compete with each other (cannibalization). That is why the keyword map decides which page serves which group of terms before any new content is written.

Where to find real terms

Google autocomplete, the "People also ask" box, the Search Console queries report and the Google Ads Keyword Planner are accessible sources. The questions your customers ask by phone and WhatsApp are gold too: they show the real language of people who buy.