Welcome to The Growth Report

It’s Ben Wright here, founder of Risely.

Most local businesses still treat YouTube like a social media channel, a place to upload the occasional video and hope for the best. But in 2025, YouTube is one of the most powerful (and underused) tools for local SEO.

At Risely, we help service-based businesses grow through smart, search-focused strategies and YouTube is a game-changer when it’s used correctly. Here’s what you need to know:

YouTube Isn’t Just Video; It’s a Search Engine

YouTube is the second-largest search engine in the world, and more importantly, its videos appear in Google search results too.

When someone types “Dallas water damage restoration” or “San Diego moving company” into Google, an optimized YouTube video can outrank competitors especially if it includes the right local keywords in the title, description, and tags.

👉 Tip: Use your city + service in the title of every video to boost visibility in your local market.

Most Businesses Upload Without a Strategy

One of the biggest mistakes we see is businesses uploading videos without thinking about SEO. If you're not doing keyword research, optimizing your video titles, adding relevant tags, or creating compelling thumbnails, you're missing out on traffic.

Before creating content, use tools like TubeBuddy or vidIQ to identify what your customers are searching for on YouTube. Then build your content around those terms, just like you would with a blog.

What Should You Post First? Start With the Basics

If you’re just getting started with YouTube, we recommend creating 3–5 foundational videos:

• About Us / Who We Are – Build trust and put a face to your business.

• Service Explainer Video – Walk through what you offer and how it helps.

• Customer Testimonial or Case Study – Social proof drives conversions.

• FAQ or “How-To” Video – Answer the questions your customers Google.

• Behind-the-Scenes / Community Project – Show your team or local impact.

These are the evergreen pieces that continue to drive traffic long after they're published.

Use YouTube Ads for Hyperlocal Reach

YouTube Ads aren’t just for big brands. Even a modest budget can go a long way when you target by ZIP code or radius.

We recommend using skippable in-stream ads to reach people who have:
✔️ Visited your website
✔️ Searched for local services like yours
✔️ Engaged with similar businesses in your area

This keeps your brand top-of-mind, even if they didn’t convert the first time.

No Industry Is Too “Boring” for YouTube

Don’t let production quality or industry type stop you. We've seen smartphone-shot videos from moving companies, HVAC techs, and roofers outperform high-budget ads because they tell authentic, local stories.

You don’t need to be flashy. You need to be real, helpful, and consistent. Focus on:

• Customer experiences

• Before-and-after visuals

• Answers to common questions

• Local community involvement

That’s the content your future customers want to see — and Google wants to show.

Top Digital Marketing Articles This Month:

• Google Tests Pushing Searchers from AI Overviews to AI Mode — A major shift by Google that could reduce traditional website clicks. It’s a must‑read for businesses relying heavily on organic traffic.

• Why Keyword‑Rich Google Reviews Are a Local SEO Gamechanger — Insightful read on how authentic reviews using real customer language can significantly boost local visibility and conversions.

• Google Pushes Deeper Into Lifecycle Targeting With New GA Audience Templates — Important update for advertisers: new audience‑targeting tools that help refine reach and improve ad efficiency during Q4 and beyond.

P.S.

• Follow me on X/Twitter and LinkedIn for more insights like this.

• Book a quick 1:1 call with me to talk through your AI or marketing strategy.

• Learn more about Risely’s services here.