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A clearer plan for search

Keywords &
How Our SEO Works

Help the right people understand what you offer—and find a useful next step. Start with your services, your area, and the searches that matter to your business.

Discuss your SEO goals ↗What counts as a keyword?

Illustrative website concept

01 / The searches behind the words

What is a keyword?

A keyword is a word or phrase a customer types into a search engine. It can name a business, describe a service, or ask a question.

Branded search

“Example Plumbing LLC”

The customer already knows the business name. This does not count toward Local Growth’s two keywords.

Non-branded search

“drain cleaning in Reading PA”

The customer is looking for a service in an area, without naming a particular business.

Two primary topics, chosen together

Local Growth includes SEO optimization targeting 2 non-branded keywords. One target keyword means one agreed primary search topic—for example, “drain cleaning in Reading PA.” Closely related phrases with the same intent are grouped with that topic, rather than counted as separate deliverables.

A second topic could be “water heater repair in Reading PA,” if it matches the customer’s actual services and the research supports it. These are examples, not preselected targets or traffic forecasts. Your website can still appear for other relevant searches; two targets do not limit the searches it can appear for.

02 / Research before selection

Choose useful searches, not impressive numbers.

We select target keywords with you. The starting point is what your business actually does and where it serves customers.

Services & area

Confirm the services you provide, the places you serve, and the jobs you want inquiries about.

Customer intent

Ask what someone needs: an explanation, a comparison, or a business they can contact. The page should answer that need.

Demand evidence

Consider available search-demand evidence. Where data is limited, say so. We do not invent search volume, difficulty scores, or traffic estimates.

Competition & fit

Review competing search results, relevance to potential inquiries, and realistic opportunities for your business. A popular phrase is not automatically a good target.

03 / Give each topic a useful home

Keywords guide pages. They do not dictate a page count.

Primary topic

Drain cleaning in Reading PA

Related phrases might include “blocked drain help in Reading” and “Reading drain cleaning service.”

Relevant service page

Drain cleaning

An illustrative URL: /services/drain-cleaning/. Explain the service, actual service area, customer questions, and how to inquire.

Group closely related phrases when they serve the same intent. Different services may need different pages; closely related topics may share a page. We do not automatically create one page per keyword.

Both approved packages include a five-page website. Two target keywords do not mean two additional pages. We agree how the topics fit the site’s pages; additional pages require an agreed scope.

04 / The methods, explained

Useful pages. Sound foundations. Relevant connections.

These are methods that may form part of an SEO plan. Explaining a method here does not make it included in every package. Check the approved package comparison.

On-page SEO

Give each page a clear title, useful headings, service copy, descriptive URLs, appropriate image descriptions, and internal links. Write for people rather than repeating a phrase unnaturally.

Technical SEO

Review whether search engines can crawl the site, its indexing controls, sitemap, canonical URLs, broken links, mobile usability, and performance. Use accurate structured data where appropriate; it does not guarantee a special search appearance or indexing.

Local SEO

Consider eligible Google Business Profile work, consistent business details, relevant listings, accurate service areas, and legitimate customer reviews. Profile and listing management require an agreed scope.

Content that answers questions

Useful service information helps customers decide whether to contact you. Fact-check business details and claims against information you can verify. Content production and any editorial review process are defined in the agreed scope.

06 / Measure different outcomes separately

Visibility is a starting point, not a sale.

Impressions & clicks

Impressions describe appearances in search results under the search platform’s counting rules. Clicks show when people follow a result to your website. Neither is an inquiry.

Target-query visibility

Review how the agreed topics appear in available query data and search results. Results can vary by location, device, and search context; a position is not a permanent placement.

Inquiries & sales

An inquiry is someone contacting your business. It is distinct from a qualified lead or a sale. Attribution needs appropriate tracking and access, and may be incomplete.

Reporting and tracking requirements must be agreed and configured for your project before they can be used. We do not promise a dashboard, reporting schedule, call attribution, or automated lead tracking as part of these packages. Reporting is available through an agreed SEO scope.

07 / What the packages include

A defined starting point.

Setup fees are one-time charges. Monthly fees are recurring charges. The package details below separate initial setup from recurring monthly work.

A strong start. A clear next step.

Your website and online foundation—all in one place.

Launch with a professional website and the essentials to keep it running. Choose Local Growth for ongoing work focused on helping local customers find your services.

Use your existing domain. Domain registration and renewal are separate.

View full package details
Everything in your website & initial setup

A sound technical foundation

Hosting included with your website: 1 business website, free SSL with renewal management, daily local backups (7 snapshots), 5-minute checks and managed static-site care while your monthly plan is active.

Storage is project-scoped; a monthly transfer allowance is not yet confirmed. One custom-domain mailbox is pending availability and is not currently included. Domain registration and renewal are separate. View hosting specifications · Hosting fair usage.

What your monthly fee covers

Small updates, kept simple

Updates cover existing text or image changes. Unused time does not roll over.

Request help through our contact form; requests are saved for review by your delivery owner.

Local Growth: your focused local search plan

Target searches such as “floor installation Philadelphia”—not just searches for your business name.

Keyword visibility uses authorized Search Console impressions, clicks and average position when available. These are aggregated search results, not precise local rank tracking; geography, device and query coverage are shown in your report.

Understand keywords and local SEO ↗
Business email, domains & separately scoped options

Business mailboxes and form-to-email delivery are not included yet. We’ll confirm a mailbox provider, license cost, storage and sending limits before adding them. Google Workspace and Microsoft 365 licenses are separate. Understand custom-domain business email.

Use your existing domain. Domain registration and renewal are separate.

Additional pages, Ongoing blog writing, Paid advertising, AI receptionists, E-commerce, Paid third-party licenses, Domain registration and renewal are separately scoped.

These plans apply to new proposals and explicitly agreed upgrades. Existing customer agreements remain unchanged.

From to launch.

  1. Share your business details

    Send your services, photos, and preferred contact information.

  2. Review your website

    Check the design and content, then share your feedback.

  3. Approve and launch

    Approve your website so we can connect your domain and publish.

  4. Keep growing

    Receive the ongoing care and services included in your plan.

Search rankings vary and aren’t guaranteed. Your proposal confirms scope, service allowances, and billing terms.

What does the monthly fee cover?

The written proposal states the ongoing services and billing terms. The approved monthly prices do not, by themselves, define recurring SEO tasks, reporting, hosting, maintenance, support, or edit allowances. Confirm those details before you agree to a service.

We do not offer unlimited SEO, unlimited backlinks, guaranteed rankings or indexing, specific traffic or lead counts, or fixed results timelines.

08 / Questions worth asking

Before you choose a package.

What counts as one target keyword?

One agreed primary search topic, such as “drain cleaning in Reading PA.” Close variants that express the same intent are grouped with it. We select the two primary topics with you and record them in the written scope.

Why do business-name searches not count?

Someone searching for “Example Plumbing LLC” already knows the name. Local Growth’s two targets focus on non-branded service searches, rather than counting your business name as one of the two.

Does each keyword need its own page?

No. Pages should match the service and the customer’s intent. Related phrases can share a useful page. The two targets do not add two pages to the included five-page website; additional pages require an agreed scope.

Can the website appear for other phrases?

Yes. Search engines may show a relevant page for other related queries. Two primary targets guide the work; they are not a limit on the phrases a page could appear for, or a guarantee that it will appear.

How is a backlink different from a citation?

A backlink is a clickable link from another website. A citation mentions business details such as name, address, and phone. A citation can include a backlink, but does not have to.

How does basic SEO differ from ongoing SEO?

Launch includes basic on-page SEO for the five-page website. Local Growth adds SEO optimization targeting two non-branded keywords. Local Growth includes a monthly review of agreed target pages, focused optimization where findings justify changes, and sourced reporting when account access is available. Broader ongoing SEO can involve reviewing evidence and making agreed improvements over time, but recurring tasks and frequency must be specified in the written proposal. A monthly fee is not a promise of unspecified monthly SEO work.

What ongoing services are included in the monthly price?

Both plans include hosting, SSL management, daily local backups, periodic website checks, routine maintenance and support via our contact form. Launch includes one content-update request per month, up to 30 minutes. Local Growth adds monthly target-page review, local profile/listing recommendations, sourced reporting when access is available, and two update requests of up to 30 minutes each.

Is organic SEO the same as paid advertising?

No. Organic SEO concerns unpaid search visibility. Paid advertising purchases ad placements through a separate advertising service and budget; advertising spend and campaign management are not included in these approved packages.

Can you guarantee when results will arrive?

No. Search engines control crawling, indexing, and rankings; customers decide whether to inquire or buy. We do not promise rankings, indexing, traffic, leads, sales, or a fixed results timeline.

Start with your services and your area.

Tell us what you do, where you work, and what a useful inquiry looks like. We can discuss the right package and agree the target topics with you.

Ask about your SEO scope ↗ Compare package prices

Further reading: Google’s SEO Starter Guide, Google’s spam policies, and Search Console performance reports. These explain search methods, not ZippyGlow package inclusions.

Explore the work behind the package.

See what initial on-page SEO, two agreed keyword targets, Business Profile review and sourced monthly SEO reports mean in practice. Explore all website features and services.