Oleksii Kholiavko
If you have ever hired a freelance writer or a traditional SEO agency to write a service page for your business, you have probably seen the same frustrating trick.
Suppose you are a plumber in Chicago and you want to rank for plumber chicago gold coast.
An old-school writer will hand you an article that reads like this:
“Are you looking for the best plumber in Chicago Gold Coast? When you need a Chicago Gold Coast plumber, our family-owned company offers top-quality plumbing services at affordable prices...”
Ten years ago, repeating your main keyword over and over (“keyword stuffing”) was enough to trick Google. Today, it is the fastest way to get ignored.
Why? Because any spammer can type the words “plumber in Chicago” ten times.
Modern Google doesn't just count keywords anymore. Instead, Google scans your page for “Insider Words” (what software engineers call Semantic Entities). Google asks a simple question: Does this webpage use the exact vocabulary that a real, licensed local expert would use on the job?
If your top 10 competitors are talking about specific pipe diameters, local building codes, neighborhood street boundaries, and camera inspection brands—and your page just says “we fix leaks fast at great prices”—Google assumes your page is thin and pushes you down the rankings.
The good news? You don’t need expensive SEO software to figure out which “Insider Words” Google’s algorithm is looking for in your city. Your top 10 competitors have already given you the cheat sheet.
Here is the simple, 4-step method to extract them yourself in about 3 hours.
Open a private (“Incognito”) window in your browser so your past searches don't affect what you see.
Type your #1 money-making service + your city or target neighborhood into Google (for example: "plumber chicago gold coast" or "hvac repair phoenix az").
Skip the “Sponsored” ads at the top and skip directories like Yelp, Angi, or BBB. Open the first 10 real local company websites in separate tabs.
Grab a notepad or open a blank spreadsheet. Create four columns. As you read through your competitors' websites, you are going to hunt for specific nouns and technical terms that fall into these four categories:
Streets, exact zip codes, historic districts, prominent local landmarks, and nearby buildings that prove local geographic footprint.
What specific kinds of homes or commercial structures exist in this neighborhood? (Condo towers, greystones, vintage walk-ups, commercial suites).
Specific components, pipe materials, diagnostic technologies, hardware equipment, and commercial brand names.
Municipal permits, code compliance terminology, municipal replacement programs, and exact state/city license types.
Now, read through all 10 competitor pages with a highlighter (or copy-paste into your sheet). Ignore all the marketing fluff like “best service” or “friendly team.” Only write down concrete, real-world nouns and technical terms.
To show you the massive difference between “fluff” and real “Insider Words,” look at what we extracted when we ran this exact process on the top 10 ranking pages for plumber chicago gold coast:
Instead of just saying “Chicago,” the top rankers explicitly included:
A suburban plumber deals with standard single-family houses. The top Gold Coast pages proved they knew the neighborhood by mentioning:
Instead of just writing “we fix drains and pipes,” the top 10 pages used real diagnostic and hardware terms:
Regulatory compliance and licensing vocabulary that proves legitimate trade authority:
Look at that list above.
When a homeowner in a 35th-floor condo in 60610 reads a page that talks about booster pumps, shared plumbing stacks, HOA compliance, and RIDGID® thermal slab leak detection, they immediately think: “These guys actually know my building.”
And when Google’s algorithm crawls a page that naturally connects all four categories of those Insider Words, Google recognizes your page as the most authoritative, relevant local resource in the city.
The prospect feels an immediate sense of safety. You speak the language of their specific property, whether it's a vintage greystone or high-rise condo tower.
Google's knowledge graph validates your page as genuine. You rank not by spamming the primary keyword, but by demonstrating comprehensive topical coverage.
To do this yourself, take your list of 50 to 80 extracted terms and rewrite your service descriptions, local area section, and FAQs so that every single term appears naturally in a helpful sentence.
Now you know why generic copywriting fails—and how to give Google the exact technical and local proof it craves. You have two options from here:
While finding your market's “Insider Words” is a game-changer, it is only 1 of the 5 stages required to build a truly unbeatable Page 1 landing page. Knowing which words to use won't save your page if your page is missing the mandatory visual sections (% frequency), fails to answer your market's specific financial fears, or puts your headings (H1–H4) in the wrong order.
Top 10 profile + 12-point Comparative Feature Matrix (✓ / ✗) for Mandatory, Recommended & Differentiator signals.
Every hidden objection, plus exact licenses, warranties, price-match guarantees and social proof badges.
Full categorized database of Insider Words (geography, property types, hardware, brands, regulations).
Competitor blindspot breakdown and exact differentiators that place you ahead of rivals.
All 9 blocks mapped with H1–H4 hierarchy, exact word counts, layout guides, and copywriting directives.
Manually audit competitor pages and rewrite your copy.
Save your weekend. Done for you by an SEO Content Architect.
Instead of spending your weekend reading 10 competitor websites and wrestling with a 1,800-word draft, I can run my complete, systemized 5-Stage Reverse-Engineering process for your business:
Vastly more comprehensive than a simple word-extraction. Send me your target service and city, and receive a 10+ page Reverse-Engineering Blueprint covering all 5 stages (Feature Matrix, Intent & Objections, full TF-IDF Entity extraction, Winning Formula, and 9-block layout with H1–H4 targets).
Want to skip the writing entirely? For just $40 more ($90 total), get the complete 10+ page Architecture Brief AND the entire 1,650–1,950 word landing page copy. Every mandatory block, trust trigger, comparison table, and all 60+ “Insider Words” woven into ready-to-publish copy.
Have an unusual niche, multi-location project, or tight agency deadline? Reach out directly across any channel below.