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What is the importance of exact match keywords for local SEO in service industry businesses?

Technical SEO

Andrew Woffenden last edited by

I am working with a local service contractor. Several of his competitors have domain names with exact match keywords. Audits of competitor sites and use of other research tools reveals that their sites are behind in content and technical SEO. The competitor sites consistently rank higher in organic search results.

I am new to SEO and I understand that some of my lack of clarity here is a result of not understanding the value of key word use in local SEO vs. wider efforts.
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