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Local companies on the Web face their own challenges when it comes to SEO and SEO copywriting. Maybe you offer Web design or plumbing services. It could be that you're a handyman or that you run a hair salon that wants to reach people in your local area through search engine optimization. Great! So let me ask you a question.

When marketing yourself to others in person, what is your response when you're asked what you do? It's most likely something like, "I operate a hair salon in downtown Chicago" or "We provide Web design services to clients in Detroit." That just makes sense. But something almost always seems to get skewed when it comes to SEO copywriting that involves local keyphrases. Because specific keyphrases need to be used and supported throughout your page, the copy can sound odd, repetitive, forced and mechanical.

One problem is that people don't search the same way they talk. If you saw your husband or wife flipping through the local phone directory and asked what they were looking for, the answer would be something like, "somebody to fix that broken banister on the front porch." But surfers have learned that typing something like that into a search engine does not usually bring up the listings they want. They've also learned that they need to specify the need for a local handyman. So, what happens when they go online to find somebody to fix the banister? They type something to the effect of "Chicago handyman" or "Chicago fix it shop."

Then we, as SEO copywriters, are left to incorporate this phrase into our pages. What usually happens is not pretty!

Here's a typical sampling of copy that uses a local keyphrase. We'll stick with our handyman example and use the keyphrase "Chicago handyman."

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Are You Looking For A Chicago Handyman?

If you are looking for a Chicago handyman, we can provide all the Chicago handyman services you need. From fixing broken railings to installing dishwashers to repairing concrete driveways and doing light construction, we offer a wide range of Chicago handyman services to choose from. Chicago handyman services are provided on an hourly basis, or we can provide a custom project quote for larger jobs.

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You see it right away, don't you? It's too much. The keyphrase doesn't naturally flow in half the places it's used. It sounds odd, forced, stuffed. What can you do? The main thing is to stop thinking of your chosen keyphrase and your business category as synonyms. You cannot simply substitute "Chicago handyman" for "handyman" or "Miami Web design" for "Web design." They are not the same.

What's the answer? Break up your keyphrase or separate it altogether.

Separating A Keyphrase

When you separate a keyphrase, you use each, individual word instead of using the entire keyphrase as-is. So, rather than consistently using the phrase "Chicago handyman," you would use the TWO individual words "Chicago" and "handyman." This makes it a lot easier to write your copy, and the result is a more gentle flow of words.

WARNING: Keep in mind, however, that this method may hinder your rankings. Before deciding to separate your primary keyphrase, check with several search engines. Type in the keyphrase (without quotes) and look at the results. Are other sites using the entire phrase "Chicago handyman" as-is, where the words appear in order, right beside each other? If not, you're free to separate the phrase and use the two, individual words with little fear of losing positioning.

If most others are using the keyphrase in its exact order, you'll need to do the same. That means moving on to the next method - breaking up the keyphrase.

Breaking Up A Keyphrase

Using this strategy, you break the keyphrase up using punctuation, spacing, bullet points, line breaks or other formatting elements. Since search engines don't pay any attention to these types of things, your keyphrase is read as being in its original order. Here's an example of breaking up a keyphrase.

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Are You Looking For A Chicago Handyman?

If you're a resident of Chicago, handyman services from a trusted, reliable source are just around the corner. From fixing broken railings to installing dishwashers to repairing concrete driveways and doing light construction, we help homeowners all around Chicago. Handyman services are provided on an hourly basis, or we can provide a custom project quote for larger jobs.

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See what's happening? In the first sentence, the phrase is broken with a comma. In the last sentence, the phrase is broken with a period. The words are still in their same order, but the reader doesn't perceive them to be one phrase that is overly used. This version of the copy sounds much better than the previous version.

Regardless of what you're promoting to your local audience, when it comes to using local keyphrases within search engine copywriting, you don't have to sacrifice readability for high placement. Use either of these tips to help you achieve both goals, and you'll be well on your way to higher rankings and improved conversions.

Karon Thackston is a veteran copywriting pro who specializes in SEO copy. Learn how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Get more tips on incorporating keyphrases into your copy with Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.

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