How Customers Actually Search
Not all searches are equal. A customer searching "how to fix a screen door" is learning. A customer searching "screen door repair near me" is buying. Knowing the difference changes how you focus your marketing.
Buyer Intent vs Browsing
Browsing searches (low intent):
- "how to repair a pool screen"
- "what is a screen enclosure"
- "types of pool cages"
These people are curious, not ready to spend money. Ranking for these brings traffic but rarely calls.
Ready-to-buy searches (high intent):
- "pool screen repair near me"
- "screen enclosure company [city]"
- "fix my pool cage [city]"
These people have a problem and want it solved today. This is where your marketing effort should go.
High-Value Keywords vs Junk Traffic
Junk traffic is visits from people who will never call you. High-value keywords are the phrases your best customers use right before they pick up the phone.
To find your best keywords, think about:
- What do you offer? (pool screen repair, rescreening, screen enclosure installation)
- What city or cities do you serve?
- What words do people use when they're ready to hire someone?
Put those together: "pool screen repair Tampa" -- that's gold.
Why "Near Me" Is Gold
"Near me" searches have exploded in recent years. The people using them are almost always ready to buy and want someone local.
When someone searches "screen repair near me," Google shows them the top 3 Google Business Profiles in their area. That's why your GBP setup from Week 2 is so important. It's the gateway to capturing those searches.
You don't need a big ad budget to win "near me" searches. You need a solid GBP and steady reviews.
Next week: Getting traffic is only half the battle. Here's how to turn it into actual calls.