1. Objective
This SOP governs how you identify, organize, and maintain the keyword list that drives all SEO decisions for your inspector client. Keyword research is not a one-time exercise — it is the foundation that determines which terms appear in GBP descriptions, which pages get built on the website, what blog posts get written, and where optimization effort is concentrated. Every piece of content and every optimization decision should trace back to a keyword on this list.
Where this SOP starts: Week 1 — after the competitive audit (SOP-HI-MKT-02) is complete.
Where this SOP ends: When the keyword master list is documented and approved by the client. Refreshed quarterly.Success looks like: Your inspector has a prioritized list of 20–40 keywords with clear assignments for where each one should appear — GBP, homepage, service page, location page, or blog. Every new piece of content is matched to a keyword on the list before writing begins.
2. Your Role & Boundaries
2a. What you handle independently
- Building and maintaining the keyword master list
- Researching new keyword opportunities as new services are added or new cities are targeted
- Assigning keywords to specific pages and content pieces
- Updating keyword priority as competition or search behavior shifts
2b. What requires client approval before acting
- Creating new website pages targeting specific keywords (the keyword is your recommendation — the client approves the page)
- Adding a new service to the keyword list that the inspector hasn't confirmed they offer
- Targeting geographic areas the inspector has not confirmed they serve
2c. What you never do
- You never target keywords for services the inspector doesn't actually provide
- You never keyword-stuff GBP descriptions, web pages, or posts — every keyword appears naturally and purposefully
- You never create content for a keyword without confirming it serves the inspector's actual business goals
3. The Two Keyword Types
Every keyword your inspector's potential clients might search falls into one of two categories. Knowing which is which determines how you use it.
Buying Intent Keywords
Searched by people who are ready to hire a home inspector — or nearly ready. These are decision-mode searches. They are your highest priority because they drive direct conversions.
Examples:
- "home inspector [city name]"
- "home inspection near me"
- "certified home inspector [city]"
- "home inspection company [city]"
- "pre-purchase home inspection [city]"
- "radon testing [city]"
- "mold inspection [city]"
- "new construction inspection [city]"
These keywords go on: GBP profile, homepage, service pages, location pages.
Research Intent Keywords
Searched by people who are learning — they may need an inspector soon but are still gathering information. These drive blog content and FAQ pages that build website authority over time.
Examples:
- "what does a home inspection include"
- "how long does a home inspection take"
- "home inspection cost [city]"
- "what is a 4-point inspection"
- "do I need a mold inspection"
- "how to read a home inspection report"
These keywords go on: blog posts, FAQ pages, informational website content.
4. Building the Keyword Master List
Step 1: List every service the inspector offers.
Work from the client onboarding worksheet (SOP-HI-MKT-01-CLIENT). Common services:
- Standard buyer's home inspection
- Pre-listing / seller's inspection
- New construction inspection
- Radon testing
- Mold inspection / air quality testing
- Sewer scope inspection
- 4-point inspection
- Wind mitigation inspection
- Drone / roof inspection
- Pool and spa inspection
Step 2: List every geographic target.
From the client's confirmed service area:
- Primary city
- Top 3–5 neighboring cities by booking volume
- County name(s)
- Local neighborhood or area names where relevant
Step 3: Build buying intent combinations.
Combine each service with each geographic target. For a home inspector in Kansas City:
- "home inspector Kansas City"
- "home inspection Kansas City"
- "radon testing Kansas City"
- "new construction inspection Kansas City"
- "home inspector Overland Park"
- "home inspection Leawood KS"
Your raw list will be 40–80+ combinations. Don't prioritize all of them equally — move to Step 4.
Step 4: Build research intent keywords.
Use Google autocomplete: type "home inspection [city]" and capture every autocomplete suggestion. Then scroll to the bottom of the results page and capture all "Related Searches." These are your research intent targets.
Add the highest-relevance ones to the master list.
5. Keyword Research Tools (Free)
Google Search Autocomplete
Type your target phrase into Google and capture the autocomplete suggestions. These are real searches with confirmed volume — Google only shows what people are actually typing.
Google "Related Searches" and "People Also Ask"
Scroll to the bottom of any Google results page for your target keyword. The 8 related searches shown are all keyword ideas with confirmed demand.
Google Keyword Planner (free with any Google Ads account)
Shows average monthly search volume for specific keywords in specific locations. For local searches, volumes of 50–500/month are real, meaningful opportunities. Do not dismiss a keyword because local volume seems small.
Ahrefs Free Keyword Generator / Ubersuggest Free Tier
Enter your primary keyword and capture variations with estimated volume.
Watch Out: Local keyword volumes always look small. A keyword with 50 monthly searches in your inspector's city represents real buyers. In a local service business, 5–10 new leads per month from organic search is meaningful growth. Never filter out keywords because local volume seems low compared to national numbers.
6. Keyword Priority Framework
With your full list built, prioritize in this order:
Priority 1 — Highest Value (Build immediately)
"[home inspection/home inspector] + [primary city]" — this is the most important term. Optimize GBP and homepage for this first.
Priority 2 — High Value (Build in first 60 days)
"[home inspection/home inspector] + [top 3–5 nearby cities]" — build dedicated location pages for each.
Priority 3 — Specialty Services (Build after location pages)
"[specialty service] + [primary city]" — radon testing, mold inspection, new construction. Build dedicated service pages for each.
Priority 4 — Research Intent (Build ongoing)
Long-tail, research-mode keywords — these power the blog content strategy and build long-term authority.
7. Keyword Master List Format
Maintain this spreadsheet — one row per keyword:
| Column | Content |
|---|---|
| Keyword | The exact phrase |
| Type | Buying Intent / Research Intent |
| Geographic Target | City, county, or "all markets" |
| Priority | 1 / 2 / 3 / 4 |
| Where to Use | GBP description / Homepage / Service page / Location page / Blog |
| Page/URL Assigned | Link to the specific page targeting this keyword (once built) |
| Date Added | When it was added to the list |
Review and update quarterly. Add new keywords as the inspector adds services or new target cities.
8. Escalation Protocol
Escalate when:
- The inspector tells you they're dropping a service that has an active, ranking page on their website — the page needs to be redirected or updated, not left to confuse visitors and Google
- A keyword suddenly starts generating significant traffic but the page targeting it is thin or doesn't convert — this is an optimization opportunity worth a client conversation
- A new competitor appears ranking for a priority keyword your inspector doesn't rank for
Keyword Alert — [Inspector Name]:
[Describe the specific situation]
My recommendation: [specific action — update page X, create page Y, adjust GBP description to include Z]
Estimated effort: [time or complexity]
Let me know if you'd like me to proceed.
9. Tools & Access
| Tool | Purpose |
|---|---|
| Google Search (Incognito) | Autocomplete and related searches research |
| Google Keyword Planner | Volume estimates for target keywords |
| Google Search Console | Tracks which keywords your website is already ranking for |
| Keyword master list spreadsheet | Running keyword inventory for the engagement |
10. Changelog
| Date | Notes |
|---|---|
| April 2026 | Initial release |