Nearly every business makes the same fundamental mistake with their website—one that directly prevents them from ranking in Google search. The issue isn’t technical SEO or backlinks. It’s simpler and more common: businesses create pages based on what they do instead of what people actually search for.
When you get this wrong, you’re disqualifying yourself from showing up when potential customers search for your products or services. The fix is straightforward but requires rethinking how you structure your website.
The Common Mistake: Building Pages Around Your Services
When most businesses build their website, they think about all the services they offer their customers. About half are smart enough to create a separate page for each service. That makes sense—if you run a window tinting shop, you need a page about window tinting.
Except there’s a problem.
If you know the window tinting industry, you know these shops don’t technically install “window tint”—they install “automotive window film.” That’s the industry term. So when these businesses create their service pages, they title them “Automotive Window Film.”
But here’s the thing: nobody searches for “automotive window film.” They search for “window tint.”
This disconnect between industry terminology and user language happens across nearly every business category. You’re using your internal vocabulary—the terms you and your competitors use—while your customers are using completely different words.
The result? Your pages don’t match what people type into Google, so you don’t show up in search results.
What Users Actually Search For
The fix is simple: create pages for what people search for, not what you call your services internally.
This gets even more specific than you might think. People don’t just search for “window tint.” They search for:
- Window tint for Teslas
- Window tint for trucks
- Ceramic window tint
- Window tint near me
- Commercial window tinting
As the business owner, you’re probably thinking: “These are all the same thing. It’s one service—window tinting.”
But remember: we’re not creating pages for each thing you do. We’re creating pages for each thing someone searches for.
Each of these searches represents a different user with different needs, questions, and concerns. A page focused on one specific query can be optimized deeply for that intent and will outrank a broad generic page. Google ranks pages based on how well they match what users are searching for.
How to Find What People Search For
You need to discover all the specific ways people search for your services. Use these tools:
Free Tools:
- Google Keyword Planner – Free with a Google Ads account, shows search volumes and related keywords
- Google Trends – Shows trending search terms and related queries
- AnswerThePublic – Reveals question-based searches people actually ask
- Google’s autocomplete and “People also ask” sections
Commercial Tools:
- Ahrefs
- SEMrush
- KWFinder
- KeywordTool.io
Browse forums, Reddit, Quora, and industry Q&A sites to find commonly asked variations. The goal is to compile a comprehensive list of long-tail phrases people use when looking for services like yours.
Creating High-Quality Pages for Each Search Query
I’m not suggesting you create low-quality, keyword-stuffed spam pages. Each page should be the highest quality possible for that specific searcher.
For example, if someone searches for “truck window tinting,” they’re telling you something about what they need. Your page should include:
Specific Examples Show photos of your work on trucks. Include before/after pictures of the exact vehicle types they own—F-150s, Silverados, Rams. A page about Tesla window tinting should feature Model 3s and Model Ys.
Relevant Pricing List pricing for the most common truck models or Tesla configurations. Don’t make people guess whether your packages fit their vehicle.
Targeted Testimonials Include reviews from customers who had their trucks or Teslas tinted. “I had my F-150 tinted last week and couldn’t be happier” carries more weight than generic praise.
Specific Details Discuss considerations unique to that vehicle type. Trucks might need different tint levels for work visibility. Teslas have factory-tinted glass that affects product choices.
When you do this well, each searcher gets a page designed specifically for their use case. That’s better for SEO and better for user experience.
How to Segment Your Service Pages
You can segment your services in multiple ways:
By Use Case or Industry If you’re an SEO agency, create pages like “SEO for law firms,” “SEO for HVAC contractors,” or “SEO for florists.” Each industry has unique terminology and concerns.
By Product Features An auto shop might have separate pages for “ceramic window tinting” versus “carbon tinting.” A photographer could segment “wedding photography,” “senior portrait photography,” and “corporate headshots.”
By Demographics A gym could target different customer groups: “personal training for seniors,” “youth athletic training,” or “women’s fitness classes.”
By Service Area For local businesses, create pages for each city or neighborhood you serve: “Dallas plumber” versus “Fort Worth plumber.” These location pages can dramatically boost visibility if done correctly.
By Combination Mix multiple segments. A lawyer’s site might have “Chicago personal injury lawyer,” “Houston family law attorney,” and “Texas DUI attorney”—combining location and practice area.
The SEO Benefits of Search-Focused Pages
Creating specific pages around search queries delivers several advantages:
Better Search Intent Match When your page content directly answers what the user searched for, Google favors it. Your content must match the search intent to rank well.
Lower Competition Long-tail keywords tend to have lower competition, making them easier to rank for. You can dominate many niche searches instead of fighting for one broad term.
Higher Conversion Rates Users searching specific terms are further along in their buying journey. Someone searching “Tesla Model 3 window tinting near me” is ready to buy—they just need to choose a shop.
More Ranking Opportunities Each well-crafted page can rank for its target query and related searches. One business could potentially rank for hundreds of specific search terms across all their niche pages.
Avoid These Pitfalls
Don’t Create Duplicate Content If you make multiple service area pages, each one must have unique content. Don’t just copy your “Dallas plumber” page and swap in “Fort Worth.” Google will only rank one of near-identical pages.
Don’t Sacrifice Quality for Quantity Creating many niche pages doesn’t hurt your site authority—but only if they’re high-quality. Thin, templated content triggers penalties or simply won’t rank.
Don’t Ignore Search Volume Reality Each long-tail keyword brings low traffic volume individually. You may need many pages to reach a broad audience. The trade-off is less traffic per keyword but higher conversion rates and easier ranking.
Stop Thinking About Your Services, Start Thinking About Searches
The shift from service-based pages to search-based pages isn’t just the best SEO strategy—it’s better for users. When someone lands on a page that speaks directly to their specific need, using their language, addressing their unique concerns, they’re more likely to convert.
Your window tinting process might be identical whether you’re tinting a Tesla or a truck. But your marketing shouldn’t be. Each searcher deserves a page that makes them feel understood and shows you specialize in exactly what they need.
If you’re ready to restructure your website around how people actually search, we can help. TJ Digital specializes in AI optimization and SEO strategies that align with how modern search algorithms work. Contact us for a free website audit and see where you’re missing ranking opportunities.