how to do local keyword research

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How to do local keyword research: A Step-by-Step Guide

• Nicole Sagadraca
• Updated: July 19, 2024

• Thought Leadership

Local keyword research is a pivotal strategy for boosting your website’s visibility in specific geographies. This detailed guide illuminates identifying and utilizing local keywords to enhance your search engine optimization (SEO) and connect with your target demographic more effectively. Through a deep dive into Google’s toolkit and an exploration of local SEO’s profound impacts on business growth, we will navigate the nuances of refining your web presence for local search queries.

Introduction to Local Keyword Research

Local keyword research is crucial for any business to enhance its online visibility within a specific geographical area. It involves identifying search terms that potential customers in the local region use when looking for products, services, or information online. Understanding how to do local keyword research effectively ensures that your business connects with your target audience, driving relevant traffic to your website. This process helps improve local SEO rankings and build a solid online presence that caters to local search intent.

Understanding the Importance of Local Keyword Research

Local keyword research is vital for several reasons. Firstly, it helps reach potential customers by appearing in searches with local intent. For instance, someone searching for “oil boiler installation near me” indicates a strong intent to find a local service, making it a prime example of a search with local intent. By including relevant keywords related to local businesses and services, such as “oil boiler installation,” businesses can better match these search queries, increasing their chances of being seen by potential local customers.

Defining Google Entities in the Context of SEO

In the realm of SEO, Google entities refer to any named thing, concept, or place that Google recognizes as distinct in its understanding of the world. This can range from people and organizations to locations and products. Google uses entities, alongside keywords, to better understand and categorize content within its search engine, helping it match user queries with the most relevant search results.

Step-by-Step Guide to Local Keyword Research

Embarking on local keyword research involves a systematic approach to uncovering the most effective keywords for your business.   Is SEO still relevant?   Absolutely. This step-by-step guide will take you through the essential stages to identify local keywords that will help you improve your local SEO rankings.

Step 1: Leveraging Google Autocomplete for Local Keywords

Google Autocomplete is a valuable feature for finding local keywords. By starting to type a core term related to your business followed by a geographic modifier, e.g., “plumber in [city name],” Google will automatically suggest related search terms. These suggestions are based on actual user searches, making them highly relevant to your local keyword research.

Tips for leveraging Google Autocomplete include:

• Focus on core terms related to your business and add local modifiers, such as city names or neighborhoods.
• Paying attention to the variations and the order of words in the autocomplete suggestions, as these can reveal specific search patterns.
• Use these suggestions as a foundation to build a comprehensive list of local keywords directly related to your business and customer search behavior.

Remember, Google Autocomplete reflects popular and recent searches, making it a robust tool for capturing current local search trends.

Step 2: Utilizing Google’s ‘People Also Ask’ and ‘Related Searches’ for Keyword Ideas

The ‘People Also Ask’ section and ‘Related Searches’ at the bottom of Google’s search results page are excellent sources for expanding your list of local keywords. These sections provide insights into related questions and terms users search for, which may not be immediately apparent.

Tips for using these features include:

• Entering your identified core terms into Google and thoroughly review the ‘People Also Ask’ and ‘Related Searches’ for additional keyword ideas.
• Noting any recurring themes or questions that tie back to local intent, indicating areas of interest or concern among your target audience.
• Incorporating these questions and terms into your SEO strategy to cover a broader range of potential customer inquiries.

This process helps ensure that your content answers the questions your local audience is asking, thus improving your relevance and visibility in local search results.

Step 3: Using Google Keyword Planner for Local Keyword Insights

Google Keyword Planner is a powerful keyword research tool that provides detailed insights into keyword search volume, competition level, and related search terms. To use Google Keyword Planner effectively for local keyword research, businesses should:

Focus on setting the geographic targeting to the specific local area of interest. This feature lets you check search volumes for keywords within a region, providing precise data relevant to your local business.

Look for keywords with a balanced combination of high search volume and manageable competition. These keywords have enough search volume to promise potential traffic but aren’t so competitive that ranking for them would be out of reach.

Utilize the keyword ideas and search volume data to prioritize keywords based on their relevance and potential impact on your local SEO strategy. By targeting specific keywords that match your business offerings and have substantial local interest, you can drive targeted traffic to your site.

It is crucial to transition from discovering potential local keywords to evaluating their performance and competition. Analyzing local competitors’ keywords helps refine your keyword selection and sharpen your SEO strategy.

Step 4: Analyzing Local Competitors’ Keywords with Google Search

Analyzing your local competitors’ keywords gives you a clear insight into the search terms driving traffic to their sites. Conducting a simple Google search with your potential keywords can reveal which local competitors rank highest, indicating the effectiveness of their keywords.

When analyzing competitors’ ranking pages, pay attention to the following:

• The frequency and placement of keywords in their titles, headings, and content.
• Any local citations or mentions that may be contributing to their local SEO performance.
• How do they address local intent and include relevant keywords that match local search queries?

This analysis helps identify gaps in your keyword strategy and highlights opportunities to improve your local SEO rankings by incorporating successful elements from competitors.

With your local keyword list refined based on competitive insights, the next step is to ensure these keywords remain relevant year-round or to identify seasonal variations that could impact their effectiveness.

Step 5: Optimizing with Google Trends for Seasonal Local Keywords

Seasonal trends can significantly affect search volumes for specific local keywords. Google Trends is invaluable for identifying these seasonal fluctuations and adjusting your keyword strategy accordingly. By entering your core local keywords into Google Trends and setting the appropriate geographical region, you can observe seasonal patterns that may influence local search behavior.

Strategies for using Google Trends include:

• Identifying peaks in search volumes related to seasonal events or holidays and planning content around these peaks.
• Comparing local keywords to see which ones maintain steady search volumes throughout the year and which fluctuate.
• Using the data to prioritize specific keywords during peak seasons or to develop special promotions or content that capitalizes on heightened search interest.

Optimizing for seasonal local keywords ensures that your business remains visible and relevant during critical times of the year, attracting seasonal traffic when it’s most valuable.

Having identified and optimized your keywords for seasonal trends, the final step involves monitoring and refining your keyword strategy based on actual performance data, making Google Search Console an essential tool in your SEO toolkit.

Step 6: Incorporating Google Search Console for Comprehensive SEO

Google Search Console offers comprehensive insights into how your website performs in search results, showing which keywords bring users to your site and how those users interact with your content. To leverage Google Search Console for local SEO, regularly review the Performance report to:

Identify which local keywords are driving traffic and conversions, and focus on these in your content and SEO optimizations.

Analyze click-through rates (CTRs) and rankings for target local keywords, adjusting your strategy to improve visibility and engagement for underperforming keywords.

Monitor your site’s overall health, checking for any indexing issues or security problems that may be affecting its visibility in search results.

By incorporating Google Search Console data into your local SEO strategy, you can make informed decisions that directly impact your website’s effectiveness in attracting and engaging local customers. This approach ensures your local keyword research translates into tangible business growth.

The Impact of Local Keyword Research on Local SEO and Business Growth

Local keyword research is pivotal in optimizing a business’s online presence for local search engine results, directly influencing local SEO effectiveness and overall business growth. Businesses can significantly increase their visibility in local search queries by targeting specific geographically related phrases and terms that potential customers are searching for. This enhanced online visibility leads to higher website traffic, more in-store visits, and, ultimately, an increase in sales and revenue, thereby driving substantial growth for the business.

Understanding the Connection between Local Keyword Research and Local SEO

Local keyword research is the backbone of an effective Local SEO strategy. It involves identifying search terms that local customers are using to find services or products similar to what your business offers. By targeting local keywords, businesses can ensure their web pages align with local search intent, increasing their visibility in search results for potential customers nearby. For instance, including terms like ‘oil boiler installation near me’ or specifying a location, say ‘oil boiler installation South Beach Miami,’ helps search engines understand the local relevance of your content, thereby boosting your local keyword rankings.

The Importance of Local Keyword Reserve for Business Growth and Future Proofing

Local keyword research provides invaluable insights that drive business growth and sustainability. By understanding and targeting specific search terms, businesses can attract more qualified traffic, leading to higher conversion rates and increased sales. For example, a keyword with high search volume but low keyword difficulty suggests a lucrative opportunity for local businesses to attract potential customers actively searching for related services or products.

Wrapping Up: Key Takeaways on Using Google Entities for Local Keyword Research

In conclusion, employing Google Entities for local keyword research is a game-changer for refining SEO strategies and bolstering local online visibility. Businesses can craft more effective and targeted SEO campaigns by understanding and leveraging the relationships between various entities and local search terms. This approach improves their search engine rankings and drives more relevant website traffic, laying a solid foundation for increased local engagement and business success.

Summary of Steps Involved in Conducting Local Keyword Research Using Google Entities

Local keyword research using Google entities involves a systematic approach to identify keywords that can enhance a business’s local SEO and, by extension, its visibility and growth potential. Here’s a concise summary of the steps involved:

• Leverage Google Autocomplete to discover local keywords by starting with core terms related to your business and observing the autocomplete suggestions.
• Use Google’s ‘People Also Ask’ and ‘Related Searches’ features to expand your keyword list and better understand the query context.
• Employ Google Keyword Planner to check search volumes and keyword difficulty, which helps prioritize targeting efforts.
• Analyze local competitors’ keywords with Google Search to identify gaps and opportunities in your SEO strategy.
• Optimize with Google Trends to identify seasonal trends and consumer interests specific to your locality, enhancing content relevance.
• Incorporate Google Search Console insights to refine your keywords list based on actual search queries leading to your site.

Final Thoughts and Recommendations for Efficient Local Keyword Research

In conclusion, mastering local keyword research is critical for businesses seeking to improve their local SEO rankings and grow their customer base. Employing keyword research tools like Google Keyword Planner and Keywords Explorer can give businesses insights into targeting the most relevant and profitable keywords. Moreover, keeping the research ongoing is crucial; consumer interests and search behaviors evolve, and so should your keyword list.

Here are a few recommendations for conducting efficient local keyword research:

• Always start with a broad seed keyword related to your business and then narrow down to more specific keywords and keyword modifiers that indicate local intent.
• Incorporate local citations and reviews in your keyword strategy to enhance your Local SEO further. Review management can significantly boost your legitimacy in local search.
• Finally, remember that local keyword research is not just about finding keywords—it’s about understanding your potential customers and how they seek out services or products locally. Keep the customer’s local search intent at the forefront of your research and content strategy.

Adhering to these recommendations, businesses can harness the full potential of local keyword research, securing improved rankings in local search results and fostering tangible business growth and resilience against market changes.

About Helium SEO

Since 2017, Helium SEO has been at the forefront of digital marketing, helping businesses rise above the competition in an increasingly crowded online marketplace. We understand that in today’s digital world, a strong SEO strategy is not just beneficial—it’s essential. We’re committed to providing innovative, cost-effective solutions tailored to each client’s needs.

At Helium SEO, we believe in the power of visibility. Our mission is to boost your reach and connect you with your target audience through cutting-edge digital marketing techniques. We offer a comprehensive suite of services designed to elevate your online presence:

• National/International SEO:   We identify high-value keywords your customers are searching for and work tirelessly to get your content ranking on the first page of Google.
• Local/Geo-Located SEO:   For businesses with a physical presence, we help you outrank local competitors and drive foot traffic to your location.
• Conversion Rate Optimization:   We don’t just drive traffic—we turn visitors into customers through strategic CRO campaigns.
• Google Ads & PPC Marketing:   Our cost-effective pay-per-click strategies help you grow your customer base without breaking the bank.
• Google Analytics & Phone Tracking:   We track your website’s performance and rankings in real-time and deliver monthly reports to keep you informed.
• Custom Marketing Solutions & Campaigns:   Whether you need   SEO or SEM , we craft bespoke digital marketing campaigns that combine our services to meet your goals.

With Helium SEO, you’re not just getting a service provider—you’re gaining a partner dedicated to your success in the digital realm. Let us help your business rise to new heights in the online world.

Check out our other blogs that focus on city specifics:

• our New York City SEO services
• our Boston SEO services
• our Philadelphia SEO services
• our Chicago SEO services

Frequently Asked Questions (FAQs)

How do i find the best local keywords for my business.

Use Google Autocomplete with your core business terms and location modifiers to find the best local keywords for your business. Utilize Google’s “People Also Ask” and “Related Searches” features to expand your keyword list. Then, use Google Keyword Planner to analyze your chosen keywords’ search volumes and competition levels. Finally, analyze your local competitors’ keywords and use Google Trends to identify seasonal variations in search interest.

What tools are most effective for local keyword research?

The most effective tools for local keyword research include:

• Google Autocomplete for discovering popular local search terms
• Google Keyword Planner for analyzing search volumes and competition
• Google Trends for identifying seasonal keyword patterns
• Google Search Console for understanding which keywords are driving traffic to your site
• “People Also Ask” and “Related Searches” features in Google Search results for expanding your keyword ideas

How can local keyword research improve my business’s online visibility?

Local keyword research can significantly improve your business’s online visibility by helping you target specific search terms that potential local customers use. Incorporating these keywords into your website content, meta descriptions, and titles increases your chances of appearing in local search results. This leads to higher website traffic, more in-store visits, and increased sales and revenue. Additionally, understanding local search intent through keyword research allows you to create more relevant content that addresses the specific needs of your local audience.

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How to do the best local keyword research for your business?

Update: 23.08.2024

From this article, you will learn how to conduct a local keyword research for your Google Business Profile. Effective local keyword research is essential for enhancing your business's visibility in Google search results, making it a crucial component of your local SEO efforts.

It's easier than you think – below you'll find the proper methods and tools to help you improve the whole process and make local keyword research easier. But time passes, and the competition never sleeps, so let's get to the point! We'll start with some basic information on how to do local keyword research and leverage these insights to boost your business.

Understanding and implementing local keywords can significantly improve your local SEO efforts. By targeting the right local keywords, you can attract more relevant traffic, increase your online presence, and ultimately drive more customers to your business. So, if you're ready to take your Google Business Profile to the next level, keep reading to discover the strategies that will help you succeed.

What are local keywords?

Local SEO keywords (location specific keywords) are the words or phrases most likely to be typed into Google by users looking for certain things in a particular area. They are crucial to consider when creating your action plan, analytics and marketing content if you want to increase the visibility of your local business.

See the wider definition of a term keyword in our marketing dictionary.

- What are local keywords?

- What is local SEO?

- How to do keyword research for local business listings?

- What is the search keyword volume?

- Best keyword research tools that will help you with analysis

- Why performing local keyword research is neccesary?

- How can I track local keyword rankings?

How visible is your business profile on Google

What is local seo.

What we call local SEO, or local search engine optimization, is a set of methods to improve the position and visibility of a business profile and its website in Google search and Google Maps for keywords with local search intent.

As the name suggests, local SEO focuses on local searches – the ones which take place in a specific area or territory. It could be a street, a neighborhood, a city or an area within, for example, a 2,000-meter radius of your business. Understanding local search intent is essential for developing an effective local SEO strategy.

Let's say you have a local business – a dental practice in New York City. Your goal will be to be visible in your city or specific neighborhood, not the entire state or country. Your potential customers are people who live nearby, and they are the ones who are supposed to notice your business. By identifying and targeting relevant keywords, you can optimize your content to meet the local search intent of these potential customers.

Optimizing for local SEO is a process aimed precisely at increasing your visibility in your chosen area. One optimization method is to create content with specific target keywords that are relevant to your business. This strategy will help your website rank higher in search results, ensuring that your business gets noticed by those searching for the services you offer in your locality. By focusing on how to find local keywords and incorporating them into your content, you can effectively capture the attention of your local audience and meet their search needs.

See the definition of local SEO in our marketing dictionary.

How to do keyword research for local business listings?

Wherever you want to show up with your business(whether on Google or elsewhere), you need to consider local keywords that will boost your search engine position in a specific area. It's an easy process - below you'll find a set of simple steps to create a list of the best local keywords for your business' SEO.

Start with answering the following questions:

These are common questions asked by professional agencies before creating marketing strategy. They will help you to determine who you are communicating to and how to do it effectively.

• Who are your customers?
• What services or products do you offer?
• Where does your business operate?
• What can potential customers type into a Google search engine to find the products or services you offer in your area?

Prepare initial suggestions for local keywords.

After answering these questions, create a set of local keywords based on them that could be used by potential customers in your area. To find explicit local keywords, remember to focus on terms that clearly indicate the location, such as the city or neighborhood.

For example, being a dentist in New York City, you could use keywords such as dentist New York, Dental Office New York, teeth whitening New York, Implants New York, etc. Including keyword modifiers such as "best," "affordable," or "top-rated" can help target more specific search intents.

Note: The difference between explicit local keywords and implicit local keywords will be explained in the further sections of the text.

Check how often they are typed and searched on Google

Once your keywords are in place, it's a good idea to use a dedicated tool to check their popularity and monthly number of searches. Check how often potential customers of your business search for these words. Check how often potential customers of your business search for these words and analyze the local search volumes.

You can use the two free tools we recommend below for this purpose. They will help you search for the keywords that users type in to find specific products and services in your specific location. If your business operates in multiple locations, make sure to tailor the keywords for each area to ensure they have high search volume and are relevant to your business's needs.

Google Keyword Planner

Google's business tool for keyword analysis. In addition, Google offers other useful free tools such as Google Trends and Google Search Console.

Keyword Surfer

Keyword Surfer is a free plugin for Google Chrome from SurferSEO that allows you to check the popularity of your keywords right in the browser.

Choose the words that best describe your business activities and are most searched by customers.

Once you have your list prepared, it's time for the final selection.

We suggest narrowing your list to five items that meet the following criteria:

• they describe your product or service well,
• are product phrases frequently searched on Google,
• your customers would naturally use them to find the products or services you offer.

What words not to use when selecting keywords that affect search results in a specific area?

The right choice of keywords during local keyword research is of great importance regarding our position in local search results. When considering words to use, it is worth remembering that the so-called nationwide/general keywords do not have much impact on the results displayed in a specific area.

For example, nationwide keywords include skirt online store, men's pants online, English course online, Localo , etc.

E‍xplicit local keywords vs implicit local keywords

In addition to avoiding nationwide or general keywords, it's essential to understand the difference between explicit and implicit local keywords when optimizing your site for a target keyword. An effective keyword strategy involves identifying and using both types. Explicit local keywords include the geographic location directly within the search term , such as "dentist New York" or "coffee shop in San Francisco." 

These explicit keywords clearly signal to search engines the specific area the business aims to target , making them highly effective for local search results. On the other hand, implicit local keywords do not contain a geographic term but are understood to have local intent based on the user's context or search behavior, like simply searching for "dentist" while being in New York City. Recognizing and strategically using both explicit and implicit keywords will enhance your business's visibility in local search results, ensuring you reach your target audience effectively.

To assist you in finding explicit local keywords and implicit keywords, the tools we presented earlier in the text will be invaluable. By leveraging these tools, you can refine your keyword strategy and improve your local SEO efforts.

What is the search keyword volume?

The monthly number of searches is one metric that shows how often (in a 30-day period) people type a keyword into Google. The number of searches is crucial to an SEO strategy, as it reflects the popularity of a word, and by extension, a service or product. One of the better strategies is to look for keywords that generate many searches but have low competition, e.g. long tail keywords.

See the wider definition of long tail keyword in our marketing dictionary.

🏆 Well done! Now you can start positioning your business for the local keywords you've chosen.

With the list of local keywords we just created (🤝) for your business' local SEO, you can start positioning your profile on Google and your website. Despite appearances, it's not a difficult task, especially if you use tools created specifically to make the process easier.

Best keyword research tools that will help you with analysis

The following tools have built-in features for competitor analysis of keywords, which will help you select keywords that will improve your website and profile position on Google compared to your competitors.

Be sure to check out the tools listed below, which can help your business thrive by simplifying the process of local keyword optimization and enhancing your overall local SEO strategy. These tools are designed to assist you in effectively managing your keywords, tracking their performance, and making data-driven decisions to boost your visibility in local search results.

With our application, you can check, monitor and improve the position of your business in local search results. It will also help you perform keyword analysis and develop guidelines for optimizing your business profile on Google. With Localo, you can add content with target keywords and check your competitors' keywords, allowing you to outrank them in Google search results. It will also show you keyword difficulty for every single proposition.

Surfer is a tool that will allow you to easily optimize content on your website, create new content, and include relevant keywords. With a convenient content editor and additional tools, you will see how valuable the text, post or blog article you create will be for your site's SEO. It will tell you how to choose keywords in the right proportions and then include them in the text. It will also help you arrange and divide the text well, so that Google's algorithm will better rank it.

Why performing local keyword research is necessary?

Dealing with your business' local positioning is not a one-time activity. As the market or customers' needs and competitors' actions change, you must keep your hand on the pulse and monitor whether your business is still visible to your potential customers. That's why checking your business' local keyword ranking and visibility on Google is a crucial aspect of local marketing.

Consider whether local SEO for words:

• Which are not searched by users would make sense?
• Which are not topical and don't match your business, would it make sense?

If you answered NO, you have also responded to why you need to conduct local keyword research.

How can I track local keyword rankings?

Keeping track of your local keyword rankings and how visible your business is on Google is crucial for your business to continue growing and developing strategies to increase its visibility on Google and stay ahead of your competitors.

The ideal tool for monitoring local keywords and visibility of your business profile on Google is  Local Rank Tracker  from Localo.

Just add your Google business profile, enter your keywords, and you're good. Local rank tracking is enabled and will refresh automatically.

Content marketing, especially if built on the right keywords, is not easy. We created Localo to help local businesses grow locally and stay ahead of even corporate competitors. We hope that with the above guide, local keyword research will become less complicated for you.

Good luck in growing your business!

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Mastering Local Keyword Research: A Comprehensive Guide

• by Nathan L
• December 19, 2023

Local businesses face a unique challenge in the digital age—how to stand out in a sea of online information and connect with potential customers in their immediate vicinity. The answer lies in mastering local keyword research. By identifying and optimizing for the right keywords, local businesses can enhance their local search engine optimization (SEO) efforts and attract more customers from their local area. In this in-depth guide, we’ll walk you through the process of conducting effective local keyword research, using powerful local keyword research tools, and leveraging the insights they provide.

Understanding the Basics of Local SEO

Understanding the Basics of Local SEO ” refers to gaining knowledge about the fundamental concepts and strategies involved in local search engine optimization (SEO). It includes comprehending how local SEO works , its significance for businesses, and the techniques used to improve online visibility within a specific geographic area.

Related Content: Top 13 Keyword Research Tools for SEO

What is Local SEO?

Local SEO , or local search engine optimization, is a digital marketing strategy focused on optimizing a business’s online presence to attract more local customers. It’s about ensuring that your business appears prominently in local search results when people search for products, services, or information related to your business within a specific geographic area.

The Significance of Keywords in Local SEO

At the heart of local SEO lies keywords . When potential customers search online, they use specific words and phrases to find what they need. By targeting the right keywords, you can ensure that your business shows up in local search results, leading to increased visibility and attracting local traffic.

Why Local SEO Matters

Local SEO offers several compelling benefits:

• Enhanced Visibility : Local SEO helps your business appear in local search results, maps, and directories, increasing your online visibility.
• Higher Rankings : Optimizing for local keywords can lead to higher search engine rankings, making it easier for potential customers to find you.
• More Foot Traffic : Effective local SEO can translate into more foot traffic to your physical location, resulting in potential sales and loyal customers.
• Competitive Edge : Local SEO allows you to compete effectively with other local businesses in your industry.

Now that we’ve established the importance of local SEO let’s delve into the step-by-step process of conducting local keyword research effectively.

Step 1: Define Your Business and Target Audience

The first step in local keyword research is gaining a comprehensive understanding of your business and the audience you aim to reach. This foundational step will guide your keyword choices and ultimately determine the success of your local SEO strategy.

1.1 Define Your Niche

To start, identify the specifics of your business:

• Products or Services : What are the primary products or services your business offers?
• Niche Markets : Do you cater to specific niche markets or specialized offerings within your industry?
• Unique Selling Points (USPs) : What sets your business apart from competitors?

Understanding your niche is crucial because it forms the basis for selecting relevant keywords.

1.2 Create User Personas

Developing user personas allows you to understand your target audience better:

• Customer Profiles : Create detailed customer profiles representing your ideal customers.
• Demographics : Include demographics such as age, gender, income level, and, most importantly, location.
• Preferences : Understand your audience’s preferences, pain points, and buying behaviors.

By creating user personas, you can align your keyword strategy with your audience’s needs and preferences, ensuring your local SEO efforts resonate with potential customers.

1.3 Location Focus

Specify the primary locations you want to target with your local SEO efforts:

• Service Areas : If your business serves multiple areas, define the specific regions, neighborhoods, or cities you wish to focus on.
• Location-Centric Approach : Ensure your keyword strategy reflects your chosen service areas.

Defining your target locations is critical for successful local keyword research as it allows you to tailor your keywords to local search intent.

Step 2: Brainstorm Seed Keywords

Seed keywords serve as the foundation for your local keyword research. They are broad terms related to your business and location. Brainstorming seed keywords is a creative process that involves thinking about what potential customers might search for when looking for your products or services locally.

2.1 List Seed Keywords

Start by compiling a list of seed keywords that relate to your business:

• Business Category : Consider the main category or industry your business belongs to (e.g., “restaurant,” “plumber,” “boutique”).
• Location Inclusion : Add your location or service area to create location-specific seed keywords (e.g., “New York City restaurant,” “Los Angeles plumber,” “Miami boutique”).
• Variations and Synonyms : Think about variations, synonyms, and alternate terms that potential customers might use to find businesses like yours (e.g., “eatery” instead of “restaurant”).

2.2 Include Variations

Extend your list by including variations of seed keywords:

• Long-Tail Keywords : Long-tail keywords are longer and more specific phrases that cater to niche topics (e.g., “best family-friendly Italian restaurant in downtown Chicago”).
• Problem-Solving Keywords : Consider keywords related to common problems or needs your business addresses (e.g., “emergency plumbing services in San Francisco”).

By brainstorming a diverse range of seed keywords and variations, you create a robust starting point for your local keyword research.

Step 3: Use Local Keyword Research Tools

Local keyword research tools are indispensable for finding relevant keywords, understanding their search volume, competition, and trends, and discovering location-specific keywords. Here’s how to leverage these tools effectively:

Related Content: International SEO Keyword Research Guide – (+ Free Tool)

3.1 Choose Local Keyword Research Tools

Selecting the right tools is crucial. Consider tools like Google’s Keyword Planner , Moz’s Keyword Explorer , and SEMrush . Ensure the chosen tool aligns with your business goals and budget.

3.2 Enter Seed Keywords

Once you’ve chosen your tool, input your list of seed keywords into the tool. Be sure to specify your target location or service area if applicable. This step will generate keyword suggestions based on your input.

3.3 Analyze Data

Analyze the data provided by the tool:

• Keyword Suggestions : Examine the keyword suggestions generated by the tool based on your seed keywords.
• Key Metrics : Pay attention to metrics such as search volume (the number of searches for a keyword), competition level, and keyword trends over time.

The insights gained from your chosen tool will help you identify valuable keywords to incorporate into your local SEO strategy.

Step 4: Analyze and Expand Keyword Lists

Keyword analysis and expansion are critical to refining your list of potential keywords. This step involves evaluating the data provided by your keyword research tool and identifying the most promising keywords for your business.

4.1 Keyword Data Evaluation

Thoroughly evaluate the data for each keyword:

• Search Volume : Consider the search volume to understand how often a keyword is searched for.
• Competition Level : Assess the competition level; lower competition may indicate easier ranking opportunities.
• Relevance : Ensure the keywords align with your business and location.

Select keywords that strike a balance between search volume, competition, and relevance to your business.

4.2 Highlight Long-Tail Keywords

Long-tail keywords can be particularly valuable for local SEO:

• Specific Queries : Long-tail keywords cater to specific queries and often indicate higher search intent.
• Evaluate Viability : Assess the search volume and competition for long-tail keywords to determine their viability for your strategy.

By identifying and highlighting long-tail keywords, you can capture highly targeted local traffic.

Step 5: Competitor Analysis

Competitor analysis plays a pivotal role in local keyword research. By identifying your local competitors and understanding their keyword strategies, you gain valuable insights into the keywords you should target.

5.1 Identify Competitors

Start by identifying your local competitors within your industry or niche:

• Online Presence : Examine their online presence, including their websites, social media profiles, and online listings.
• Customer Reviews : Pay attention to customer reviews and feedback about your competitors.

Understanding your competitors’ strengths and weaknesses is key to outperforming them in local search results.

5.2 Use Competitor Analysis Tools

Leverage competitor analysis tools like SEMrush to discover the keywords your competitors are ranking for:

• Keyword Insights : Gain insights into their keyword choices, including high-ranking keywords and gaps in their keyword strategy.
• Keyword Overlaps : Identify keywords that both you and your competitors are targeting, allowing you to refine your strategy.

Competitor analysis helps you adapt your keyword strategy to stay competitive in the local landscape.

Step 6: Leverage Google My Business Insights

Google My Business (GMB) is a powerful tool for local businesses. By optimizing your GMB listing and leveraging its insights, you can gain valuable keyword-related data.

6.1 Optimize GMB Listing

Ensure your GMB listing is complete, accurate, and up-to-date:

• Detailed Description : Include a detailed description of your business that incorporates relevant keywords.
• Attributes : Utilize attributes that reflect your business’s features and services.

6.2 Monitor Insights

Regularly monitor the insights provided by GMB:

• User Behavior : Understand how users are finding your business, including the keywords they use.
• Keyword Insights : Pay close attention to keyword insights to identify valuable local keywords.

GMB insights offer real-time data to refine your local keyword strategy.

Step 7: Monitor and Refine

Local keyword research is an ongoing process. To maintain and improve your local SEO efforts, you must continuously monitor the performance of your chosen keywords and adjust your strategy as needed.

7.1 Regular Monitoring

Consistently monitor keyword rankings:

• Track Rankings : Keep track of your local keyword rankings in search engine results.
• Performance Assessment : Assess how well keywords are performing in terms of driving local traffic and conversions.

7.2 Adjust Strategy

Make data-driven adjustments to your local keyword strategy:

• Keyword Optimization : Experiment with new keywords, refine existing ones, and ensure your content aligns with local search intent.
• Content Updates : Regularly update your website and content to reflect changes in your keyword strategy.

By staying proactive and making informed adjustments, you can maintain a competitive edge in local search results.

In conclusion, local keyword research is the cornerstone of a successful local SEO strategy. It’s not just about achieving higher rankings on search engines; it’s about connecting with your local audience and providing them with the information they need, precisely when they need it.

With the right strategies, tools, and ongoing efforts, you can uncover valuable local keywords, optimize your content and website, and drive more local customers to your business. Local SEO is a dynamic field, so remember to regularly review and refine your keyword strategy to stay ahead in your local market.

Whether you’re running a brick-and-mortar store, providing local services, or serving your local community in any capacity, mastering local keyword research can be the key to unlocking your online success and growing your business.

1. How do I research local SEO keywords?

To research local SEO keywords, start by understanding your business, target audience, and service areas. Create a list of seed keywords relevant to your niche and location. Use keyword research tools like Google’s Keyword Planner, Moz’s Keyword Explorer, or SEMrush to find local keywords. Analyze the search volume, competition, and relevance of these keywords to your business.

2. What is the best keyword research technique in SEO?

The best keyword research technique in SEO involves a combination of methods, including brainstorming seed keywords, using keyword research tools, analyzing competitor keywords, and considering user intent. Long-tail keyword research and focusing on relevant, low-competition keywords can also be effective strategies.

3. What is the best strategy for local SEO?

The best strategy for local SEO includes optimizing your Google My Business listing, building local citations, obtaining online reviews, creating location-specific content, and ensuring your website is mobile-friendly. Targeting local keywords and earning backlinks from local sources also contribute to a successful local SEO strategy.

4. Which keyword is best for SEO?

The best keywords for SEO are those that are highly relevant to your business, have a reasonable search volume, and manageable competition. Long-tail keywords and keywords that reflect user intent (informational, navigational, or transactional) are often effective choices.

5. How do I rank locally on Google?

To rank locally on Google, ensure your Google My Business listing is complete and optimized. Create location-specific content on your website, build local citations, encourage customer reviews, and target local keywords. Additionally, engage with your local community and participate in local events or sponsorships to enhance your online presence.

6. Which tool is used for SEO keyword research?

There are several tools used for SEO keyword research, including Google’s Keyword Planner, Moz’s Keyword Explorer, SEMrush, Ahrefs, and more. These tools help you discover relevant keywords, analyze search volume, competition, and trends.

7. What are SEO keywords examples?

SEO keyword examples include phrases like “best Italian restaurant in New York,” “plumber in Los Angeles,” “affordable dental care in Chicago,” and “local SEO services in Miami.” These examples reflect specific search queries with local intent.

8. How do I find SEO keywords for free?

You can find SEO keywords for free using tools like Google’s Keyword Planner, Google Trends, and free versions of keyword research tools. Additionally, analyzing competitor websites and using autocomplete suggestions from search engines can provide valuable keyword ideas.

9. What are SEO keywords?

SEO keywords are specific words or phrases that people use in search engines to find information, products, or services online. These keywords are strategically used in website content, meta tags, and other SEO elements to improve a website’s visibility in search engine results pages (SERPs).

10. How do I rank first in local SEO?

Ranking first in local SEO requires a comprehensive approach. Optimize your Google My Business listing, create high-quality, location-specific content, build quality backlinks, encourage customer reviews, and ensure your website is mobile-friendly. Consistent monitoring and refinement of your local SEO strategy are also essential to achieve and maintain a top ranking.

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How To Do Local SEO Keyword Research: A Step-By-Step Guide

Local keywords aren’t just strings of text; they’re the secret sauce that can catapult your website to the top of search engine results.

Why do they matter so much? Simple: local keywords connect you directly with your target audience. They’re the digital signposts that guide potential customers straight to your online doorstep. By tapping into your local market’s specific language and search habits, these keywords turn your website into a bustling hub of relevant traffic.

But here’s the catch: uncovering these powerful phrases is like finding needles in a haystack. You need more than just intuition; you require the big guns: precise and strategic research.

Why? Because the right keywords are relevant, competitive, and incredibly specific to your business and location. This isn’t just a matter of chasing the latest buzzwords; you must understand your target audience’s unique language and how they seek out services like yours.

Our blog is about to lift the curtain. We’re serving up a step-by-step guide to local SEO keyword research that’s as straightforward as it is effective. Tailored for small to medium-sized businesses, this guide cuts through the jargon and complexity, offering a clear path to SEO success.

Whether you’re a seasoned pro or just starting, prepare to gain insights that will transform your online presence. Let’s dive in and turn keyword research for local SEO from a daunting task into your competitive advantage.

Step 1: Understand the Basics of Local Keywords

We know, we know. You’re here to learn how to do keyword research, not learn what local keywords are. But before diving headfirst into SEO keyword research, you must develop a rock-solid understanding of what you’re working with. This isn’t just a preliminary step; it’s the foundation of your entire strategy.

Think of it as learning the rules of the game before playing. Local keywords are unique beasts in the SEO jungle. They require you to think like your customer, understand what they need, and learn how they express those needs in search queries specific to their locale. Without this insight, you’re essentially navigating in the dark.

At their core, local keywords are specific phrases that people use when searching for products or services in a particular geographic area. These aren’t just any words thrown together; they’re carefully crafted combinations that reflect how real people in your community are searching online.

Think “best coffee shop in downtown Austin” or “emergency plumber near Miami Beach.” These phrases are more than search terms; they’re virtual street signs pointing directly to your business.

Why do these geo-targeted nuggets matter so much? One word: precision targeting. By integrating local keywords into your digital presence, you’re directly addressing the needs of your immediate market. You’re not just casting a wide net in hopes of catching a few relevant customers; you’re fishing in the right pond where potential customers are already swimming.

Local keywords are the keys to unlocking targeted visibility. They ensure that your business appears in search results when and where it matters most.

For instance, a person searching for “handmade leather bags in San Francisco” is likely to be more interested in finding a local artisan shop rather than a generic online retailer. By optimizing for local keywords, businesses can attract more foot traffic, phone calls, and specific inquiries.

The outcome? Higher conversion rates compared to more generalized searches.

Local keywords also help in building community connections and brand loyalty. When your business pops up in local searches, it reinforces your presence and commitment to the area. This boosts your local SEO rankings and establishes your brand as a go-to source within the community. It creates a sense of trust and reliability (essential qualities for any business looking to thrive in a competitive market).

Let’s not forget how local keywords are evolving with voice search and mobile usage. Phrases like “Where to buy fresh flowers near me” or “Best Thai restaurant open now” are becoming increasingly common as people continue to use smartphones and voice assistants for location-specific needs. By tapping into this trend, you can reach people located close to your business who can actually  shop from you.

The demand is high. And local keywords are the bridge that connects you to potential customers waiting to take action, i.e., read a blog, make a purchase, avail a discount, etc.

Recommended Read: How Local SEO Works and Why It Matters

Step 2: Identify Your Target Audience and Their Search Habits

This step is the cornerstone of effective local SEO keyword research. It’s like knowing your customers’ favorite coffee order: the more specific you are, the more precisely you can cater to their tastes.

This step goes beyond mere demographics; you must delve into your audience’s psyche and carefully unravel their needs, preferences, and behaviors. What are they searching for? How are they phrasing their queries? Are they using desktops or mobile devices? Are they looking for quick answers or comprehensive information? And, most importantly, why are they initiating these searches?

Start by building a customer persona . If your business is a local bakery, your primary audience may be busy professionals looking for quick breakfast options or parents seeking birthday cakes for their kids. Each group has distinct search behaviors. Professionals may search for “quick breakfast spots near me,” while parents may look for “best custom birthday cakes in Miami.” Knowing these nuances will help you tailor your keywords effectively.

How can you build a customer persona? Use this chart as your cheat sheet:

See what we mean?

Next, analyze search query patterns. Thanks to tools like Google Analytics , you can dive deep into the kind of queries that lead people to your site. Look for patterns in the language used.

• Are your visitors using formal or casual language?
• Are they searching for specific products or broader categories?

This analysis will give you a glimpse into their search habits and help you fine-tune your keyword strategy.

Understanding the ‘when’ and ‘why’ behind searches is vital for tailoring your SEO strategy to align with your audience’s needs at specific moments. Seasonal trends, local events, and time-of-day patterns offer invaluable insights into consumer behavior.

For example, the surge in searches for “flower delivery” around Valentine’s Day reflects a seasonal trend, indicating a prime opportunity for florists to optimize for these keywords. Similarly, local events like festivals or sports games can trigger specific searches related to the event, e.g., “parking near [event venue]” or “fast food near [festival location].”

The time of day significantly impacts search behavior and intent. A restaurant may notice increased searches for “lunch specials near me” during midday, suggesting that office workers or locals are looking for quick dining options. In contrast, evening searches may shift towards “best dinner spots” or “romantic restaurants,” indicating a different customer segment or dining intent.

This pattern recognition allows businesses to optimize their keyword strategy for different times of the day. It’s a great way to ensure your business appears in search results exactly when your target audience is on the hunt.

Understanding these temporal search patterns also aids in content scheduling and ad targeting. By aligning your content release and advertising efforts with these peak search times, you can maximize visibility and engagement.

For instance, promoting special lunch deals on social media just before noon or highlighting dinner menus in the late afternoon can capture the attention of potential customers precisely when they’re making their dining decisions.

Clever, right?

Another aspect is understanding the ‘intent’ behind searches. Are your potential customers in the research phase? Or are they ready to make a purchase? Someone searching for “best Italian restaurant in NYC” may still be deciding, whereas a search for “Italian restaurant NYC reservations” indicates a readiness to dine. Tailoring your keywords to match these intents can significantly impact your conversion rates.

A little too much? Experts can help. This step of the local keyword research process isn’t all fun and games. Instead of taking things into your own hands, turn to SEO keyword research services to make the job easier for yourself. A keyword research agency will streamline the process and turn what may seem like an insurmountable task into a well-orchestrated plan of action.

When you hire keyword research experts, you’re not just outsourcing a task; you’re gaining a partner who brings expertise, tools, and strategies that are essential for success in local SEO to the table. You don’t have to waste valuable resources and time figuring out how to do keyword research. Experts will dive deep into understanding your business, your competitors, and your local market.

Step 3: Analyze Your Local Competition

This is a critical step in mastering local SEO. It’s like playing chess; to win, you need to understand your opponents’ moves. By analyzing your competitors, you gain insights into what works (and what doesn’t) in your specific market. This can help you refine your strategy for better results.

Start by identifying your main competitors. These may not always be the biggest players in your field, but they are those who rank well in local searches. Use search engines to see who appears for your targeted local keywords. Take note of businesses that consistently pop up in these searches; these are the ones you’re up against!

Once you’ve identified your competitors, examine their online presence. Look at their websites and note how they’re structured, the kind of content they’re producing, and which keywords they seem to be targeting.

Pay special attention to their homepage and main service pages. Are they using local keywords effectively? How is their messaging tailored to the local audience? This analysis will give you a clear idea of the SEO tactics they’re employing.

And don’t just stop at their websites. Check out their social media profiles, Google Business Profile (GBP) listings , and any other online platforms they’re active on.

• How are they engaging with their audience?
• What kind of reviews are they getting?

Social media interactions and customer reviews can offer a wealth of information about their reputation and customer service (which are integral to local SEO success).

Another critical aspect to consider is their backlink profile. Search Berg’s tools can help you analyze where their backlinks  are coming from. Backlinks from local businesses or publications can significantly boost local SEO. By understanding where your competitors are getting these links, you can identify potential opportunities for your own link building strategy.

We also recommend analyzing their content strategy. Which topics are they covering? Are they focusing on local news, events, or topics relevant to your community? This can give you ideas for your own content strategy and help you identify gaps that your competitors may be missing.

While it’s important to learn from your competitors’ success, it’s equally important to spot their oversights and weaknesses. Think of it as a game where you mirror the good moves and capitalize on the missed opportunities.

Are there local keywords that they’re overlooking? Perhaps there’s a buzz in town about a new community project or a popular local event they haven’t tapped into yet. These uncharted territories are your gold mines.

Let’s say you own a café in Ithaca. You notice that none of your competitors are using keywords related to “dog-friendly cafes in Ithaca.” If your café welcomes furry friends, this is a golden opportunity to target a niche yet passionate segment of the market. By optimizing your online presence with these specific keywords, you can attract dog owners looking for a place to enjoy a cup of coffee with their pets.

Consider the community topics and local happenings that your competitors may be missing out on. Maybe there’s an annual jazz festival in town, and none of the local music shops are talking about it online. If you’re in a related business, creating content around this event could position you as a community-engaged and relevant option for music enthusiasts.

Keep in mind that the goal of analyzing your competitors isn’t to become a carbon copy of them; it’s distilling key insights from both their triumphs and missteps to craft a formidable and customized local SEO strategy for your own business.

This process is like a skilled chef tasting a rival’s dish, not to replicate it, but to understand the flavors and techniques that make it work and try to create something uniquely delectable in their own kitchen.

By thoroughly understanding your competition, you can pinpoint areas where your business can shine. The goal is to find that sweet spot: whether it’s a particular service you offer that others don’t, a unique aspect of your customer service, or a community initiative you’re part of.

This analysis also helps in preempting your competitors’ next moves. By keeping a pulse on their strategies, you can anticipate market trends and adapt faster, staying one step ahead. Instead of just reacting to what they do, you’ll proactively shape your strategy to lead the market.

Learning from your competitors’ failures is just as important. Their missteps can offer valuable lessons on what to avoid and pitfalls to be wary of. This knowledge can save you time and resources.

Recommended Read: Lessons You Can Learn From Your Competitors

Step 4: Utilize Keyword Research Tools Effectively

Google’s Keyword Planner  is the crème de la crème of local SEO keyword research tools. It’s integrated within Google Ads and it’s the go-to for many SEO professionals.

This tool allows you to discover new keyword ideas based on exact match and phrase match keywords. By inputting phrases related to your business, you can uncover the volume of searches, competition level, and even the potential cost-per-click for paid campaigns. It’s a crystal ball that helps predict which keywords could drive traffic and conversions!

Beyond the numbers, Google Trends  is like the heartbeat monitor of the public’s interest in certain topics. It shows you the ebb and flow of keyword popularity over time and geographically. You can see if certain terms are trending upwards in your local area (which could be invaluable for seasonal offerings or tapping into emerging local interests).

Search Berg’s tools take a complementary approach by focusing on actionable data tailored for local businesses. Imagine a tool that not only suggests keywords but also offers insights on how to integrate them seamlessly into your content.

Search Berg’s toolkit can analyze your website and local online presence; it can then cross-reference this with extensive local search data to provide personalized keyword recommendations. This could include long-tail phrases that have a proven track record of success in your specific area or industry-related terms that are gaining traction among local consumers.

While Google’s tools offer a broad overview of keyword performance, Search Berg’s tools can drill down into the nuances of your local market. They can identify gaps in your current strategy where specific keywords can make a significant impact.

For instance, if there’s a local festival or event that’s unique to your city, Search Berg’s tools can help pinpoint related keywords that are more likely to be used by your community.

Another aspect where Search Berg’s tools excel is competitor analysis . While maintaining ethical research practices, these tools can give you a peek into which keywords your competitors may be targeting successfully and where there may be opportunities for you to edge in. This can help you make strategic decisions about where to focus your SEO efforts.

Search Berg’s tools can also assist with on-page optimization by suggesting keyword placements likely to yield better search engine results. This could mean identifying the ideal spots for your keywords within meta tags, headings, and throughout your website’s content to ensure you’re fully optimized for local search.

Effectively utilizing local SEO keyword research tools often requires more than just a do-it-yourself approach; it’s a craft that benefits greatly from the acumen of seasoned SEO experts. These professionals bring a wealth of experience and context to the table. They can discern patterns and insights from keyword trends that may be invisible to the untrained eye. For instance, they know that a spike in search volume might be a fleeting trend or a sign of lasting change in consumer behavior.

In this symbiotic relationship, tools provide the raw data while keyword research experts craft the narrative to ensure that your business builds a sustainable and effective local presence online.

Step 5: Master the Art of Long-Tail Keywords for Local SEO

Long-tail keywords are specific phrases that people use when looking for detailed information or nearing a purchase decision. They typically comprise three or more words.

Unlike broad terms that draw in high volumes of traffic with varied intents, long-tail keywords are laser-focused queries that speak to a specific need or question. They may draw less traffic individually, but collectively, they have higher conversion rates because they catch users further down the sales funnel.

For local businesses, long-tail keywords often include location-based details that target individuals searching for products or services in their area, e.g., “organic bakery in downtown Denver” or “emergency plumbing services in Queens, NY.” This precision in search intent makes long-tail keywords a critical element for effective SEO and a valuable asset for businesses aiming to capture a targeted audience.

To find these valuable long-tail phrases, start with the core terms that define your business and branch out. For a local bakery, it starts with “bakery” but grows into “gluten-free birthday cakes in Seattle” or “artisan bread in Capitol Hill.” The key is to combine your basic product or service with additional descriptors and local qualifiers.

The next step involves delving into the questions your customers are asking. Tools like ‘People Also Ask’ boxes in search results can be goldmines for discovering long-tail queries. Engage with your audience, conduct surveys, or mine Q&A forums related to your industry for common inquiries. Each question contains the seeds of a long-tail keyword that reflects real-world search behavior.

The goal is to capture the way people speak or type when looking for specific information. This is where integrating local colloquialisms or vernacular can be particularly potent. A term like “hoagies” might be more prevalent in Philadelphia, whereas “subs” could be the go-to in another city. Incorporating these subtleties can dramatically enhance your local keyword targeting.

Step 6: Incorporate Geographic Modifiers into Your Keyword Strategy

Step six in local SEO keyword research involves the strategic use of geographic modifiers. These are location-specific terms that potential customers use when they’re looking for services or products in a particular area. The right geographic modifiers can turn a generic keyword into a local search powerhouse.

The starting point is identifying the geographic terms relevant to your business. For a business with a physical location, this may be as straightforward as the city or neighborhood’s name.

But don’t just stop there. Think about how people in your area talk about locations. Do they refer to specific districts, popular street names, landmarks, or local nicknames? Including these in your SEO keyword research can significantly narrow down the competition and increase your site’s relevance to local searchers.

For example, if you’re a realtor in NYC, rather than targeting the highly competitive keyword “real estate agent,” you could use “Upper East Side condo listings” or “Brooklyn brownstone realtor.” These long-tail phrases with geographic modifiers reduce competition and attract a more focused demographic.

Incorporating these modifiers requires an understanding of how far your business’ influence reaches. A local coffee shop may focus on the neighborhood level while a specialty medical practice could draw patients from across the city or even the region. Use this knowledge to determine the scale of your geographic modifiers from neighborhoods to cities to regions.

It’s also important to consider the various ways people might search for the same location. Some might type “LA” while others may search for “Los Angeles,” and some might even use colloquial terms like “City of Angels.” Including these variations in your keyword research for local SEO ensures you cover the full spectrum of potential searches.

Leveraging tools like Google Business Profile (GBP) can help you understand the geographic areas where your business appears in local searches. This insight allows you to tailor your keyword strategy to match the actual search behavior of users in those areas.

And let’s not forget the importance of data. When it comes to fine-tuning your keyword strategy with geographic modifiers, the data holds the key to unlocking potential growth areas. Start diving into analytics to dissect where your website visitors are geographically rooted.

You’re not just supposed to track dots on a map; you must understand the journey your customers are taking to find you. Tools like Google Analytics  offer a treasure trove of information. They break down traffic sources by region, city, and sometimes even neighborhoods.

This data serves as a compass; it directs you to the geographic terms that are successfully drawing visitors. Perhaps it’s the “downtown” prefix or the inclusion of a well-known local park that’s channeling traffic your way. Conversely, the analytics may reveal untapped regions. Areas with less traffic could indicate a need to amplify your presence there with additional targeted geographic terms.

Work with an experienced keyword research agency to master the use of geographic modifiers.

Step 7: Leverage Local Events and Trends for Keyword Inspiration

Tapping into local events and trends for keyword inspiration is like unlocking a treasure chest of opportunities for your local SEO efforts.

These community happenings are focal points of interest and conversation that shape your local audience’s search behaviors.

By aligning your keyword strategy with these events and trends, you’ll gain access to a wealth of terms that your community is actively searching for.

Tune into the local calendar. Every community, big or small, is a tapestry of events that define its cultural and social landscape. From the buzz of the annual county fair to the excitement surrounding high school football derbies, these events are pivotal moments that shape search behaviors. Think of them as seasonal peaks in the online search world.

These local events act as magnets for search queries. When the county fair rolls into town, for instance, the focus isn’t just on the fair. Surrounding services and topics also become highly relevant.

People might start searching for “best parking near [county fair]” or “family-friendly restaurants near [fairgrounds].” These keywords, tied closely to the event, capture a specific audience looking for practical information or related experiences.

Similarly, high school sports events can trigger a flurry of localized searches. Keywords like “[high school name] football schedule” or “best spots to eat after [high school name] games” become hot commodities. These terms target an audience that’s already engaged and looking for additional resources or activities.

In a fascinating twist of events, Taylor Swift’s attendance at Travis Kelce’s matches  became a unique opportunity for savvy local SEO strategists. This intersection of sports and pop culture set off a notable spike in local search queries: a trend that astute businesses swiftly  capitalized on.

Source: https://www.dispatch.com/

Local eateries and entertainment venues near the stadium recognized the potential and adapted their SEO strategies to include keywords like “Taylor Swift at [Highmark Stadium]” and “Travis Kelce game highlights.” These targeted keywords perfectly captured the excitement of the moment; they cleverly drew in fans and onlookers who were eager to be part of the buzz.

Local restaurants, in particular, saw a golden opportunity and introduced keywords like”pre-game dinner before Taylor Swift appearance” or “best spots to watch Travis Kelce’s game near [location].” This strategic move increased their visibility in search results and connected them with a crowd looking to enjoy the game and perhaps catch a glimpse of the pop star.

Such instances exemplify how local businesses can leverage current events and popular trends to enhance their local SEO efforts. By staying attuned to what’s happening in their community and responding with timely, relevant, and engaging keywords, they can tap into the public’s interest and see a substantial uptick in local engagement and traffic.

Social listening is a critical tool here. Platforms like X  can provide real-time insights into what’s trending locally. A food festival, for instance, might inspire searches for “best street food vendors” or “food festival tips.” By identifying these trends early, you can incorporate relevant keywords into your content ahead of the curve.

Don’t overlook the local influencers and news outlets, either. What they talk about often sets the agenda for local searches. If a local blogger raves about the burgeoning art scene, terms like “contemporary art galleries in [Boston]” or “art classes near me” might see a spike.

Similarly, if the local news features a segment on a community garden project, searches related to “community gardening in [Seattle]” or “volunteering for green projects in [Chicago]” could rise.

Also, think about the local issues that are important to your community. Is there an ongoing development project that’s the talk of the town? Or perhaps a historical restoration that’s capturing everyone’s attention? Keywords related to these topics can draw traffic and demonstrate your engagement with local matters.

Keep in mind that your business doesn’t always have to be directly involved in these events or trends. As long as you’re part of the local dialogue, you’re on the right track. For example, even if you’re a digital marketing firm, using keywords like “marketing tips for [local event vendors]” during the festival season can put you right in the middle of the local buzz.

Want to find the right keywords around local events and trends? SEO keyword research services will come in handy here.

Recommended Read: Real-Time SEO Content Writing: A 7-Step Process for Everyone

Step 8: Optimize “Near Me” Search Queries

Embracing the “near me” phenomenon in search queries is a game-changer for local businesses seeking to maximize their digital footprint.

This seemingly simple phrase has revolutionized how customers find products and services in their immediate vicinity; it offers a direct channel to connect with potential clients who are ready to engage.

The first step in optimizing “near me” searches is understanding how, when, and why your potential customers use them. This is where you dive into local SEO keyword research tools to analyze the popularity of different “near me” queries related to your business.

Are people searching for “coffee shops near me” more often than “cafes near me”? This data can guide you in tailoring your website and content to meet these specific searches.

Pay attention to the variations in these queries. Some users may search for “best pizza near me,” while others may look for “pizza delivery near my location.” Each variation presents a unique opportunity to capture a different segment of the market. By incorporating a range of these phrases into your SEO strategy, you’ll cover a broader spectrum of potential searches.

Location accuracy plays a big role in helping you make the most of “near me” searches. Ensure your business’s name, address, and phone number (NAP) are consistently listed across all online platforms (including your website, social media, and local directories). This consistency helps search engines confidently associate your business with local search queries.

Leveraging local landmarks can also be a smart tactic. If your business is near a well-known location or landmark, include references to it in your content. For example, a boutique near Central Park might benefit from using keywords like “boutique near Central Park” or “fashion stores near Central Park.”

Step 9: Assess Keyword Difficulty and Search Volume

Keyword difficulty, often referred to as competition, is a measure of how hard it would be to rank for a particular keyword.

High difficulty means lots of competition (typically from well-established sites). On the other hand, low difficulty suggests an easier path to the top of search engine results pages (SERPs). For local businesses, assessing this factor is key to identifying achievable targets in the SEO landscape.

Conversely, search volume reflects the number of searches a particular keyword receives. High search volume indicates a popular keyword but also often comes with higher competition. Low volume keywords might be easier to rank for, but they won’t bring as much traffic.

The trick lies in finding that sweet spot: keywords that have a decent volume but aren’t so competitive that ranking for them is a Herculean task.

To assess these metrics, start by using local SEO keyword research tools. Many of these tools provide a difficulty score and search volume data for each keyword. For local SEO, you must look at these metrics from a local perspective. A keyword may have high competition globally but could be less competitive in your specific area.

Analyze the keywords your competitors are ranking for (especially those with a strong local SEO presence). This can give you insights into which keywords may be worth pursuing and which ones may be too challenging to tackle.

For example, a small boutique might find that “women’s clothing store” is highly competitive, but “artisanal women’s boutique in [San Francisco]” might be a more achievable target.

It’s also important to consider the relevance of the keyword to your business. Sometimes, a keyword with lower search volume but high relevance can be more valuable than one with high volume but low relevance. These keywords may bring in less traffic, but the traffic they do bring is more likely to convert.

Does it seem a little overwhelming? Hire keyword research experts who can take the reins for you. These professionals will utilize a suite of sophisticated tools and their in-depth knowledge to discern which keywords will effectively boost your local SEO efforts.

Take your time and carefully do your research to find the right keyword research agency that’s right for you.

Step 10:Monitor and Adapt Your Keyword Strategy

This is where local SEO keyword research strategy meets agility.

The first part of this process is monitoring. You need to keep a close eye on how your chosen keywords are performing. This involves regularly checking your website’s ranking for each keyword, analyzing traffic patterns on your site, and observing how these patterns correlate with changes in your keyword strategy.

Tools like Google Analytics  and Google Search Console  can be indispensable for this purpose. They can show you how much traffic you’re getting, which search queries are bringing people to your site, and how users are engaging with your content.

Monitoring should also include keeping tabs on your competition.

• Are they ranking for new keywords that you haven’t considered?
• Have they made changes to their website that are improving their SEO?

Competitive analysis tools can provide insights into the keywords your competitors are targeting and their relative success. This is a great way to generate ideas on how to adjust your strategy.

Another critical aspect of monitoring is staying up-to-date with changes in search engine algorithms. These algorithms can change frequently; what works today may not work tomorrow. Staying informed about these changes can help you understand shifts in your site’s performance and prompt you to make necessary adjustments to your strategy.

Adapting your keyword strategy is the next critical step. Based on the insights you’ve gathered from monitoring, you may need to revise your choice of keywords. This could mean shifting focus to more effective keywords, abandoning those that aren’t performing well, or even capitalizing on new keywords based on emerging trends or new products/services in your business.

The goal of adapting your strategy isn’t just chasing the latest trends but aligning your efforts with your target audience’s evolving needs and interests.

For instance, if you’re a local retailer and you notice an increasing number of searches for sustainable products in your area, you may start targeting keywords like “eco-friendly apparel in [Atlanta]” or “sustainable fashion brands near me.”

Seasonal trends can also play a significant role in how you adapt your strategy. A landscaping business, for example, might focus on keywords related to lawn care in the spring and snow removal services in the winter. By adapting your keywords to the season, you’ll ensure that your website is always relevant to what your potential customers are looking for at that time.

User feedback and interactions can also provide valuable insights into how you may need to adjust your keywords. Pay attention to the questions customers ask in emails, social media, and reviews. This feedback can reveal what your customers are really looking for and how they describe their needs (which might differ from the keywords you’re currently targeting).

Content refreshes are an integral part of adapting your strategy. Updating your website and blogs with new keywords, based on your ongoing analysis, can help maintain or improve your search rankings. It’s also an opportunity to keep your content relevant and engaging for your audience.

Adapting your strategy also involves experimenting with different types of content and seeing how they perform in terms of keyword rankings. You might find that certain types of posts, e.g., how-to guides or listicles, perform better for your target keywords than others.

Finally, it’s important to set regular intervals for reviewing and adjusting your keyword strategy. This could be monthly, quarterly, or bi-annually (depending on your resources and the level of competition in your industry). Frequent reviews ensure that your strategy remains aligned with your business goals and responds effectively to the ever-changing digital landscape.

Start Working with the Local SEO Whizzes!

Starting your local SEO keyword research journey can be daunting (especially when you’re aiming for top-notch results).

This is where the value of working with experts truly  shines.

Local SEO is a complex field that requires a deep understanding of search engine algorithms, local market trends, and effective keyword strategies. Tackling it alone can be overwhelming, and even with the best intentions, you may miss out on key opportunities or nuances.

This is where Search Berg enters the picture. Our team of local SEO experts brings a wealth of knowledge and experience. We understand that local SEO isn’t just a matter of inserting keywords into content; it’s the art of crafting a strategy that resonates with your local audience and aligns with how they search and engage online.

With Search Berg, you’re not just getting basic keyword research for SEO. You’re tapping into a suite of local SEO services that are tailored to your specific market and business needs. Our approach is thorough and data-driven; we focus on what works best in your industry and for your audience. Our experts stay updated with the latest SEO trends, and algorithm changes to ensure that your strategy remains effective and ahead of the competition.

Are you ready to experience the sheer power of local SEO keyword research? Our digital doors are open! Sign up for our SEO keyword research  and local SEO services  today. We’ll start off with a free consultation and craft a hyper-specific plan that meets your business’ unique requirements.

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How to Find Keywords for Local SEO (A Complete Guide)

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So you are running a local business.

This means you are optimizing your content to be found by locals. By people who are likely to become your clients.

To do that, you must learn to do keyword research based on locations.

Because people in one location don’t necessarily search Google using the same search terms as in another location.

In this post I’ll get into:

• What local SEO keyword research is
• How to find keywords for local SEO

What Is Local Keyword Research?

Local SEO keyword research involves finding popular search terms and phrases made by people in a particular location to optimize content for local search engine results.

So, for instance, if someone were to Google ‘dentist near me’ they are clearly looking to book an appointment to see a dentist.

As you can see in the screenshot above, Google understands when someone searches for a local business. And, in response, Google presents SERP results designed to help users find the local businesses that they are looking for.

SERP results include both text results and SERP features .

And since Google ‘gets’ when a user is looking for a local business, this means to be successful at local SEO, you must learn to spot a keyword with local intent.

Getting this right will help your business attract a steady stream of local customers from Google search results.

Getting this wrong could mean your business will end up under a couch in Google’s index (next to all of those dust bunnies and an old carrot left there by one of my kids.)

Now you might be wondering how Google figures this out.

What Are Keywords with Local Intent?

How is Google able to figure out if a user is searching for something local?

For instance, if you were to Google your favorite restaurant, you might see a local pack even if the restaurant has branches all over the world.

And, yes, sometimes the searcher will include a location in the query or include a modifier like ‘near me’. But, how does Google do it when there are no obvious local modifiers in the query?

For instance, this is what I see when I Google Pizza Hut. I didn’t add any modifiers such as ‘near me’ or location.

As you can see in the screenshot above, Google presents a Local Pack. More on this later in this post.

A lot happens when someone types a search query into Google. Google uses its natural language processing algorithms to understand the semantic meaning behind the query.

Within this process, Google also has a number of ways to identify if the query has local intent, including tracking user behavior.

Using these methods, Google is able to identify if a query has local intent.

What’s more…

Google has a database of popular user queries that all have local intent. This helps Google quickly identify if a user query is for a local business.

This means in order to get local SEO traffic, you need to identify and target queries in this database.

And, now you know that local searches are different from international search queries.

Now, let’s look at how you can find the right keywords to target for your business.

How to Find Keywords for Local SEO

There are two sides to the local SEO keyword research process.

• Finding local intent queries
• Creating content that specifically answers local queries

We’ve discussed how Google identifies and analyzes queries.

Google gets as much information as possible on user queries in order to help users find the best content that instantly satisfies their search intent .

It then helps users find the most relevant content for their search queries by presenting content in the results pages.

That means as an SEO, you must find queries that an audience looking for your services is asking.

Once you have a solid list of user queries that your specific business is designed to answer, you can go about optimizing your content so that Google chooses your content to answer the searcher’s queries.

This means having the most relevant content for the query.

Because SEO is all about matching highly relevant content with the right search queries.

Keyword research is how you do that.

To do this, start by brainstorming your services.

What Are Your Services?

Break your business down into specific services. Yes, this might seem kind of obvious. 😊

And, as I mentioned above, a keyword really represents a question that a user types into Google expecting an answer.

Your services should be the natural answer to those questions.

But think about it this way, what might seem obvious to you might not be obvious to your audience. How do they search for your services?

What phrases do they use?

At this brainstorming stage, you are making a best-guess estimate.

Don’t worry if you don’t get this right immediately. We’ll back your brainstorming up with data in the next step.

Just having a list of business services doesn’t mean you have a list of profitable keywords.

So let’s say you are an injury lawyer. Services you might offer are:

• Car accidents
• Construction accidents
• Motorcycle accidents
• Pedestrian accidents
• Slip and fall

Now take a look at competitor sites. What are their services?

Use Competitor Sites to Expand Your List of Services

Google your services and take a look at the top-performing competitor websites .

Focus on their service pages. This is useful for two reasons.

Firstly, you might find services that you didn’t think of. Secondly, there really is no need to reinvent the wheel.

So, for instance, I looked up the top organic results for ‘injury lawyer new york’. I clicked on the top text result.

I then went to their services page.

As you can see from the screenshot above, they list all of their services. Each one of their services links to a page specific to that service.

So, for instance, if you Google ‘car accident lawyer new york’ you’ll see that they occupy the top text result.

You can see how your services will eventually become target keywords.

And target keywords will turn into traffic.

Now that you have a list of services, it’s time to look at your keyword research tool to see how actual users search.

Because a little bit of data goes a long way.

Keyword Research

It’s time to jump into your keyword research tool. By doing this you will see actual queries users are typing into Google.

I’d suggest searching for all of your services individually to see what you can see. You might find that your audience uses different terminology than what you would expect.

You also might find a few services that you never thought of.

For instance, I searched for ‘dental x-rays’ in the Similarweb Keyword Generator .

Now you’ll notice from the screenshot above that there are a number of keywords for pediatric X-rays.

This might be a service you didn’t think of that you can add to your list of services.

Local intent

Make sure that your target keywords have local intent. This means they are showing local SERP features like Map Packs and Local Packs as well as local text results.

You can easily see this by Googling your target keyword.

Once you’ve done that, make sure that you are searching in the location of your business.

You can easily do this by adding &gl=[country code] to the URL in the search bar.

In the example above, the last two characters are ‘us’. This tells Google you are searching in the US. If you change that to &gl=ca, you will be telling Google to search in Canada.

Now just doing this is not enough.

You should be looking for search queries that are entirely focused on local results.

Beware of pages that have multiple user search intents.

Multiple User Intents Dilute Your Traffic Potential

Some pages have multiple search intents. This is especially true for broad terms but might show up more than you realize.

So for instance, if you were to Google ‘sushi’, you get mixed results. You find a Map Pack at the top of the results which has a clear local intent.

But you also see informational results such as a Wikipedia article at the top of the text result and a Knowledge Panel .

This means there are both local and informational search intents on this SERP.

Seeing multiple search intents on a single SERP is not uncommon.

But it means targeting this keyword will dilute your traffic potential.

Think of each intent as serving a different user segment.

Now if there are multiple user segments, even if your keyword research tool shows you a high search volume, a percentage of that search volume isn’t looking for your business.

This means to get to the top spot for this search you might end up competing with sites like Wikipedia. (Good luck with that.)

What’s more, even if you do get the top spot a large percentage of the traffic isn’t looking for your business.

This will either result in a low click-through rate or worse, will result in traffic that has more chance of stopping a freight train with a strand of spaghetti than converting to paying customers.

Because the more focused your keywords are, the more likely your business is showing up in front of an audience that is looking for your services.

Keyword Research Tools for Local Search Queries

Now, if you are looking for a shortcut, and who isn’t, try using keyword research tools that allow you to filter local keyword intent.

For instance, the Similarweb Keyword Generator tool does just that.

Allow me to demonstrate.

Log into Similarweb and go to the Keyword Generator.

For this example, I’ll start with a keyword and use filters to find the best keywords.

As you can see I’m searching for the keyword ‘sushi bar’.

The tool generates 319 keywords.

Now, click the keyword intent filter, select Local Intent, and hit Apply.

Now the tool only shows your 39 keywords all with local intent.

To find the most profitable keywords, you can now filter by:

• Search volumes
• Keyword Difficulty

The better you filter the keywords, the more precise you are.

Map Out Your Content and Create Keyword Clusters for Your Pages

At this stage you should have a solid list of keywords. You should notice that several of the keywords overlap.

For instance:

• Kitchen plumbing
• Kitchen sink plumbing
• Kitchen plumbing cost

The question you need to ask at this point is should you create a separate page for each keyword or should you try to include many keywords on one page?

The rule of thumb is to think about this from an audience perspective. Would someone expect to see pricing information on a Kitchen Plumbing page?

If so, you should target both keywords on the same page.

This isn’t always clear.

For instance, if you had an orthodontics page, should you include Invisalign information on the same page?

If you are not sure if these queries are serving different audiences, you can either do a Google search, or you can look at competitor sites.

Once that’s clear, create content that details your service.

Create Your Content

Once you’ve created target keyword clusters for each landing page, you can create content that answers each keyword query. The key here is to think about what a user needs to see on a page.

Keywords may help you figure this out.

What’s more, if you are not entirely sure what to add you can easily look at competitor sites or People Also Ask boxes.

Competitor Sites

Your competitors are likely to have landing pages similar to the ones you are creating.

This means to create a successful landing page you can easily look at the top ranking pages in Google for your keywords.

Look at their headings such as H2s and H3s.

Also, look in the PAA box for things that your audience are interested to know.

People Also Ask Boxes

Google’s People Also Ask boxes present the searcher with common topically related search queries. This means if you look through the PAA boxes on relevant search terms, you might find obvious questions that your potential customers are asking.

• What do most plumbers charge per hour?
• How do I hire a professional plumber?

The first query relates to pricing and the second relates to how to hire a plumber.

To answer these questions on your service page, simply Google each one and see what ranks at the top of Google.

We can infer from this that as a plumber you should include trust signals on your service pages. This means including your license information and as many customer reviews as possible.

Once you’ve mapped out your site and created your pages it’s important to track your keywords .

Finding Keywords for Local SEO: The Bottom Line

As you can see, doing local keyword research is vastly different from doing international keyword research. As far as Google is concerned, local keywords exist in a completely different keyword database than international keywords.

And, since keywords really represent actual users that are searching the search engine for answers to their queries…

This means the key to success in local keyword research is to find local keywords and create content that directly answers those keywords.

The more accurately you can do that, the more likely your business will see success.

by Darrell Mordecai

Darrell creates SEO content for Similarweb, drawing on his deep understanding of SEO and Google patents.

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Local Keyword Research: How to Find and Use the Best Keywords

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• Key Takeaways

Use tools like Google Keyword Planner and local SEO tools to discover keywords specific to your location and industry.

Integrate local keywords into title tags, meta descriptions, headers, and throughout your content to boost local search visibility.

Ensure your business’s Name, Address, and Phone number (NAP) are consistent across all local citations and directories.

List your business in local business directories to increase your online presence and improve search engine credibility.

Complete and regularly update your Google My Business profile, encouraging customer reviews to enhance your local search rankings .

Tailor your content to meet the specific needs and questions of your local audience, making it more relevant and valuable to potential customers.

In today’s digital landscape, local keyword research is crucial for businesses aiming to attract local customers through online searches. By identifying and using the most relevant local keywords, you can significantly improve your website’s visibility and draw in more potential customers from your area. But how do you find and use the best local keywords to ensure your business stands out in local search results?

• What is Local Keyword Research?

Local keyword research involves identifying and analyzing the keywords and phrases that potential customers use when searching for products or services in a specific geographic area.

This process helps businesses optimize their online presence to attract local traffic and improve their visibility in search engine results pages (SERPs).

By understanding the unique search behavior of local users, businesses can tailor their content and SEO strategies to meet the needs of their target audience, resulting in higher engagement and conversion rates.

How to Get Started with Local Keyword Research?

• 1. Identify Your Target Audience and Location

2. Define Your Ideal Customer Profile

The first step in local keyword research is to define your ideal customer profile . This involves understanding the demographics, preferences, and behaviors of the customers you want to attract.

Consider factors such as age, gender, income level, and interests. By creating a detailed customer profile, you can better understand the search terms they might use when looking for your products or services.

3. Specify Your Service Area

Next, specify the geographic area you want to target. This could be a city, neighborhood, or even a specific radius around your business location. Knowing your service area helps you focus your keyword research on the most relevant locations, ensuring that your content reaches the right audience. For instance, if you operate a bakery in downtown Chicago, you should focus on keywords that include “Chicago” and nearby neighborhoods.

• Brainstorm Local Keyword Ideas

Core Services and Products

Start by listing the core services and products your business offers. Think about the terms your customers would use to find these services. For example, a local plumber might consider keywords like “emergency plumbing,” “leak repair,” and “water heater installation.” Including your core services in your keyword research ensures that your website is optimized for the primary reasons customers seek your business.

Location-Specific Keywords (City, Neighborhood)

Incorporate location-specific keywords into your research. These keywords include the names of cities, neighborhoods, and other relevant geographic markers. For instance, if you own a dental clinic in Los Angeles, keywords such as “Los Angeles dentist,” “Beverly Hills dental clinic,” and “downtown LA dental services” can help attract local patients. These location-specific keywords help search engines understand where your business operates, improving your chances of appearing in local search results.

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User Intent (Informational, Transactional)

Consider the intent behind the keywords your potential customers might use. User intent can be informational (seeking knowledge) or transactional (ready to make a purchase).

For example, someone searching “best Italian restaurant in San Francisco” is likely looking for information, while “book a table at Italian restaurant in SF” indicates transactional intent. By addressing both types of intent in your keyword strategy , you can attract users at different stages of the buying journey.

Tools for Local Keyword Research

• 1. Google Keyword Planner

Google Keyword Planner is a popular tool for local keyword research. It provides valuable insights into keyword search volume, competition, and trends. By entering your business location and industry, you can find specific keywords relevant to your local market.

This tool also suggests related keywords, helping you expand your keyword list and optimize your content for local SEO . Utilizing Google Keyword Planner ensures you target the right audience in your locality, increasing the chances of attracting potential customers.

• 2. Moz Local

Moz Local is another essential tool for local keyword research. It focuses on improving your local search presence by managing your business listings across various directories. Moz Local ensures your business information is accurate and consistent, which is crucial for local SEO.

Additionally, it provides keyword research features that help you identify high-performing local keywords. By using Moz Local, you can enhance your local search visibility and attract more local customers to your business.

• 3. Ahrefs and SEMrush

Ahrefs and SEMrush are powerful tools for comprehensive keyword research, including local keyword research. Both tools offer features like keyword difficulty analysis, search volume data, and competitor analysis.

By using Ahrefs and SEMrush, you can identify the most effective local keywords for your business. These tools also provide insights into your competitors’ keyword strategies, helping you stay ahead in the local market. With detailed reports and data, Ahrefs and SEMrush are invaluable for optimizing your local SEO efforts.

• 4. Other Free and Paid Tools

In addition to the major tools mentioned, several other free and paid tools can aid in local keyword research. Ubersuggest, for example, offers keyword suggestions and SEO analysis, making it a great option for small businesses on a budget. BrightLocal specializes in local SEO and provides tools for keyword research, citation building, and review management.

These tools offer diverse features to help you find and use the best local keywords, ensuring your business stands out in local search results. By leveraging a combination of these tools, you can create a robust local SEO strategy and drive more traffic to your website.

Advanced Local Keyword Research Techniques

• Competitor Analysis

Competitor analysis is a crucial aspect of advanced local keyword research. Start by identifying your top local competitors, those businesses that consistently rank high in local searches for your industry.

Tools like Google My Business, SEMrush, and Ahrefs can help you pinpoint these competitors. Once identified, delve into their keyword strategy. Analyze the keywords they are targeting, the content they are creating, and how they structure their SEO efforts.

This analysis can reveal gaps in your own strategy and provide opportunities to target keywords that your competitors may have overlooked. By understanding your competitors’ strengths and weaknesses, you can refine your Local Keyword Research and develop a more competitive edge.

• Long-Tail Keywords vs. Short-Tail Keywords

When conducting Local Keyword Research , it’s essential to understand the difference between long-tail and short-tail keywords and their respective advantages and disadvantages.

Long-tail keywords are more specific phrases, often containing three or more words, that target a narrower audience. They usually have lower search volume but higher conversion rates because they match more precisely what potential customers are searching for.

On the other hand, short-tail keywords are broader terms with higher search volumes. They are more competitive and can attract a larger audience, but they often result in lower conversion rates due to their general nature. Balancing long-tail and short-tail keywords in your strategy can help you capture both broad and specific search intents, ultimately improving your local SEO performance.

How to Find Local Keywords

Effective local keyword research is essential for businesses aiming to attract nearby customers. It involves various strategies to identify the most relevant and impactful keywords. Here are some key methods to find local keywords:

• Analyzing Competitor Keywords

One of the most efficient ways to find local keywords is by analyzing competitor keywords. By examining the keywords that local competitors rank for, businesses can gain insights into what works in their specific market.

Tools like SEMrush, Ahrefs, and Moz can help identify these keywords. This analysis can reveal gaps and opportunities, allowing businesses to target keywords their competitors might have overlooked, thereby improving their local search rankings .

• Using Google My Business Insights

Google My Business (GMB) is a valuable resource for local keyword research. GMB Insights provides data on how customers find your business listing, including the search queries they use.

By reviewing these insights, businesses can identify common search terms and trends. This data is crucial for refining keyword strategies to better match the actual terms potential customers use, enhancing local visibility.

• Leveraging Social Media for Local Trends

Social media platforms are treasure troves of local trends and keywords. By monitoring local hashtags, community groups, and discussions, businesses can uncover popular topics and terms in their area. Tools like Hootsuite and Sprout Social can assist in tracking these trends.

Engaging with local communities on social media also provides direct feedback and insights into customer preferences, aiding in the discovery of effective local keywords.

• Conducting Surveys and Feedback

Direct customer feedback through surveys and questionnaires can provide valuable insights into the language and terms customers use when searching for products or services.

Businesses can use tools like SurveyMonkey or Google Forms to gather this information. Understanding the specific words and phrases customers use can help tailor keyword strategies to better meet local search behavior, enhancing the effectiveness of local keyword research.

Using Local Keywords Effectively

• On-Page Optimization

Local keyword research is critical for enhancing your website’s visibility in local search results. On-page optimization involves strategically integrating local keywords in key areas of your website. Start by incorporating these keywords into your title tags, meta descriptions, and headers (H1, H2, etc.).

This helps search engines understand the relevance of your content to local queries. Optimize your content for local search intent by addressing common questions and needs of your local audience. Additionally, ensure that the location is mentioned throughout the content to reinforce its local relevance.

• Building Local Citations

Building local citations is another crucial aspect of effective local keyword research. Citations are mentions of your business’s name, address, and phone number (NAP) on other websites, especially local business directories.

Consistency in NAP information across all platforms is vital as it helps search engines verify the legitimacy and location of your business. Accurate and consistent citations can significantly improve your local search rankings. List your business in local directories and ensure your NAP information is correct and up-to-date to maximize the benefits.

• Google My Business Optimization

Optimizing your Google My Business (GMB) profile is essential for local keyword research success. A complete and accurate GMB profile can enhance your visibility in local search results and Google Maps.

Make sure to fill out all the details in your GMB profile, including business hours, services offered, and high-quality photos. Encourage customers to leave reviews, as positive reviews can boost your local search rankings and attract more potential customers. Regularly updating your GMB profile with new information and responding to reviews also shows your active engagement with your local community.

Local keyword research is essential for improving your business’s visibility in local search results. By integrating local keywords into your on-page content, building consistent local citations, and optimizing your Google My Business profile, you can attract more local customers and boost your search rankings. Implement these strategies to effectively find and use the best local keywords for your business.

• What is a local keyword research tool?

A local keyword research tool helps identify keywords specific to a geographical location, enhancing local SEO efforts by targeting local search queries.

• How can I find a local keyword research tool for free?

Many tools like Google Keyword Planner and Ubersuggest offer free features to help discover local keywords for your business.

• What is a local keyword research template?

A local keyword research template is a structured document or spreadsheet used to organize and analyze local keywords, making the research process systematic and efficient.

• Can you provide examples of local keyword research?

Examples include keywords like “best pizza in Brooklyn” or “hair salon near me,” targeting specific local searches relevant to a business’s location.

• How does SEMrush help with local keyword research?

SEMrush offers tools to discover local keywords, analyze competitors, and track local search rankings, making it a robust platform for local SEO.

• What is a free keyword research tool?

Free keyword research tools like Google Keyword Planner and Ubersuggest help find keywords without any cost, providing basic but useful insights.

• What are local keywords?

Local keywords are search terms that include location-specific phrases, used to attract traffic from a specific geographical area, such as “plumber in Chicago.”

• How do I use Google Keyword Planner for local keyword research?

Google Keyword Planner allows you to filter keyword searches by location, helping you find keywords that are popular in your targeted geographical area.

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The Complete Guide to Local Keyword Research for SEO

Local keyword research discovers the words local customers use when searching for your products or services.

You want to rank for these keywords to attract more local customers to your website and Google listing.

In this guide, you’ll learn:

• How to do discover local keywords
• How to choose the ideal local keywords for your business
• How to rank for your services
• How to handle multiple locations

How to do local keyword research

List all your products/services.

Your keywords will be based on your products or services, so the first step is to identify these products/services and put them on a list.

Consciously include all the services you offer, as it’s easy to forget a few. For example, if as a tree care service, you probably do the following:

• Tree removal
• Tree pruning
• Stump grinding
• Emergency tree removal
• Tree transplanting
• Tree planting
• Land Clearing

This list may not be comprehensive enough, as there may be other services that are seasonal or more specific to your region. For instance, as a tree service in Wisconsin, where emerald ash borer disease is frequent, you may offer “emerald ash borer treatment” as a service too.

People also search for specific services too, so just make sure to list everything you offer.

Get more ideas with a tool

You might still end up missing a few things (and that’s okay). But a keyword research tool can provide more ideas and help catch any forgotten terms.

Keyword research tools bring up actual search terms used by real people. If you input “tree service” in a keyword tool like Google Keyword Planner, it’ll deliver several more related search terms.

Simply put in the words from the initial list—these are called seed keywords—and scroll through to pick more keywords that are related to your business. This way, you can expand on the list and be certain you are targeting terms people are actually using.

There are several keyword research tools that can do this, including Google Keyword Planner, Ahrefs, Semrush, and Ubersuggest.

For absolute beginners, I would recommend Google Keyword Planner and Ubersuggest. They are not as advanced as the other tools for keyword research, but they are easier and cheaper to use (Google Keyword Planner is totally free).

As a local business, it makes sense to measure the popularity of certain keywords within your city or locale.

How to discover local keywords using Google Keyword Planner

Google Keyword Planner is free, which makes it a good place to start.

To use the tool, you need to have a Google Ads account (this is assuming you already have a Google account. If not, create one ).

If you already have a Google account, simply go to the Google Keyword Planner site. Click on Visit Keyword Planner

The next page will ask to confirm your profile details and create your Google Ads account. Simply choose the options that apply and Submit . On the next page, click on Explore Keyword Planner .

You’ll be taken straight to the Keyword Planner interface in Google Ads. You have two options:

• Discover new keywords
• Get search volumes and forecasts

Since you’re just trying to find new keywords, click on Discover new keywords .

On the next interface, you’ll be able to input a seed keyword (one of the words from the original list) and choose a preferred search location.

You can actually enter all your seed keywords at once if you want to. However, the results might be overwhelming and irrelevant.

I’d recommend checking one keyword at a time to get more relevant keyword suggestions.

As a local seller, it makes sense to choose your operating cities/locations instead of the whole United States. This helps to gauge the local popularity (search volume) of any keyword—the search volume is the estimated number of searches a keyword gets per month.

The smaller the territory, the fewer the numbers, which is to be expected. For example, here are the results for checking “tree service” within Milwaukee.

Use location modifiers

At this point, you should have a longer list. You might notice that some of the suggested keywords have ending phrases like “near me” and “nearby.”

Those are location modifiers. They are used to make Google offer search results that are more relevant to the searcher’s location.

Location modifiers also include location names. For instance, instead of just typing “tree pruning,” someone in West Allis might type “tree pruning West Allis.”

Keywords with location modifiers are called explicit keywords and those without are called implicit keywords .

To be honest, you don’t want to overemphasize explicit keywords. Google will serve up localized results to users whether or not they use location modifiers.

In fact, searchers are catching up to this, and many people don’t bother including location modifiers anymore since they know the results will be targeted to their location in any case.

But here are a few reasons you could include explicit keywords in your strategy:

• Google may not show the same results for explicit and implicit keywords, and you want to show up for as many relevant searches as possible.
• You want to rank for searches in surrounding cities, beyond your immediate area. I’d recommend doing this only if the business has branches in those locations, or if you’re a service-based operation and the service cities are no longer than an hour or 30-minute drive from your home base.

Trying to rank in locations that are not close as a brick-and-mortar store will be quite tricky. Frankly, it’s not recommended. Google wants to show reputable businesses closest to the searcher’s location.

It might backfire even if it does work, as most people won’t bother patronizing a “far-away” business.

People don’t always use the officially recognized city name for their Google searches. Your location modifier has to be what the locals call it.

Check competitors’ keywords

Another way to get more keyword ideas is to discover what top competitors are ranking for. But first, you’ll have to know who they are.

The easiest way to do this is to check the top search results for some of your keywords. If you are within the location you want to rank for, simply type in the search term and see what Google pulls out.

You’ll find competitors in the map pack

And the organic search section.

You will see local directories too, but focus on the local business websites.

If you are not in your desired location, use a location modifier in your search. So instead of “tree services,” type “tree services Milwaukee.” The search results will be relevant to Milwaukee, and from there, you can find your top competitors in that location.

This approach may not generate the most accurate results, so you can also use a tool like I Search From :

Once you’ve discovered your top competitors’ websites, you can now check what keywords they are ranking for using a keyword research tool.

Most tools can do this, including Google Keyword Planner; just switch to the Start with a website tab on the Keyword Planner interface and input a website address.

The results will show what keywords that website is ranking for. You might see branded keywords (that include the competitor’s name) in the results, but typically, you’ll have no business with those (unless you’re running a particularly aggressive ad campaign).

How to choose the best local keywords for your business

Now you have a (possibly bulky) list of relevant keywords to try to rank for. To keep things simple, organize them on a spreadsheet or use one of those keyword tools I’ve mentioned.

You can’t pour the same amount of resources into ranking for everything on your list. You have to prioritize certain keywords that make the most sense and start with those.

Identify such keywords based on the following:

• Relevance (are they part of your core services?)
• Popularity (search volume)
• Profitability (how much money they can bring in per customer)
• Intent (are searchers looking to buy or do they just want information?)
• Competitiveness (how difficult they are to rank for)

Prioritization is needed, as it’s extremely difficult to rank highly for all KWs at once or even in the near future. Selecting the right crop of KWs will help you get results quicker and manage resources efficiently.

Checking search volume

High-volume keywords (at least 10K monthly searches) are a very competitive area.

So while such keywords can be attractive, you might have to spend considerably more resources and time (than is probably available) to rank highly for them.

As a small business without an enterprise SEO budget, the typical approach is to go for keywords with “reasonable” volume—not too high to be too expensive, but not too low to be worthless.

We’re talking 100 – 5K monthly searches.

The beauty of local SEO is that many KWs will fall within this range since you’re targeting cities and, therefore, smaller populations.

Depending on your industry, however, this doesn’t mean those KWs will be much less competitive.

Most SEO tools will indicate how hard it is to rank for a particular keyword. Google Keyword Planner has something like this:

But this only refers to how competitive a keyword is for paid ads, not organic search, which will be a major part of your local SEO strategy.

To gauge organic search difficulty, look at paid SEO tools like Semrush, Ahrefs, and co.

Note that some KWs in that list have a high difficulty level, even though their search volume is low. They are likely difficult to rank for because competitors see them as valuable and have placed high bids on them (which is how people run Google ads).

While this applies to ads, it’s a friendly reminder that search volume doesn’t always translate to keyword competitiveness.

Choosing low-volume keywords

As a local business targeting cities and towns, many keywords will have super low search volumes, i.e., not more than 20 monthly searches.

This doesn’t mean you should discard them. If the keyword represents a service you offer and if you (or competitors) have received requests for such a service, then it should be included in your strategy.

Some of the most profitable keywords we’ve targeted for clients at LWC had fewer than 30 monthly searches.

Choosing keywords based on intent

Keywords can be divided into four groups based on intent—what people want to do when they search:

• Informational
• Transactional
• Navigational

Commercial and transactional keywords sound similar, but they are a bit different. Whereas the former indicates interest in a product, the latter means the searcher is pretty much ready to buy.

“Roll-off dumpsters” is an example of a commercial keyword, as the searcher is probably investigating if and what type of dumpster he/she needs.

“Dumpster rentals near me” is a transactional keyword—the searcher is ready to rent a dumpster.

How to identify keyword intent

It’s not always easy to classify words by intent, as you’ll find keywords that can simultaneously fall under 3 categories.

One way to identify keywords by intent is to check the Google search results.

For instance, a search for “tree removal” turns up the map pack, which proves that it’s a transactional keyword. Via the map pack, prospects can immediately review and request a business’s services.

At the same time, “tree removal” can also have commercial and informational intent.

Google displays tree service websites to match the commercial intent. And then there is the blog with educational content for those who might just want to learn more about the subject.

To spare you the hassle, some SEO tools, like Semrush, indicate keyword search intent.

So which local keywords should I go for?

Generally, commercial and transactional keywords receive the highest priority in local SEO—which makes sense since people want to see results (sales and leads) fast. They should be the focal point of a local keyword strategy.

For keywords that have more than one intent, prioritize them as transactional and commercial keywords first if they match that intent.

In plain English, searchers who want to buy should be the biggest targets.

Informational keywords are typically questions and curious queries. Many of them will be long-tail keywords—search terms that are more specific and longer in length.

The keyword tool will provide informational keyword suggestions for the KWs you provide. You can build on this by checking those suggestions with the tool as well.

An easier, sure-fire way to find query-based keywords is to use tools like AnswerThePublic and Keywords Everywhere. These services require premium upgrades, however.

To get informational KWs for free, simply go to the People also ask section on the search engine result page (SERP).

A search for “tree removal” also suggests related questions people are asking on the search engine.

Check each of these questions in the keyword tool to gauge their search volume and even get more suggestions.

Dealing with repetitive keywords

You will notice that several suggestions from the keyword tool are simply variants of the same thing, e.g.:

• Tree arborists
• Tree surgeon
• Tree experts
• Tree care experts

Of course, don’t treat each keyword as a different entity or create pages to rank for them separately. That will be an enormous waste of time and resources.

The smart move is to prioritize the one with the highest (or most practical) search volume in the desired location and treat the rest as variations. Essentially, you can distribute the variants strategically across relevant pages. But be careful about doing this and avoid keyword stuffing.

Create pages for your local keywords

Beyond discovering KWs, you have to know how to rank for them.

The standard practice is to create dedicated service pages; the homepage will most likely not rank for all the services.

“Bread-and-butter” services should definitely get pages. For example, as a tree service, you want to create pages for the following (as long as they are services you offer):

• Tree trimming
• Tree treatment

But you might wonder whether to create pages for certain services that are related but still somewhat distinct, e.g.,

It seems like a page on “tree removal” could also rank for “emergency tree removal” as long as the latter keyword is included in the page.

An easy way to find out is to check the search results for the keywords you’re not sure about.

A search for “emergency tree removal” turns up pages dedicated to that service.

This means you probably need a dedicated page too to beat competitors in ranking for that service.

Another way to find out is to go to competing websites and check the services section on the menu bar. If multiple competitors have pages for the service, then you should probably do the same.

There is no go-to scientific formula for deciding which pages to create. Much of it boils down to knowledge of the industry and expert human judgment.

Ranking for multiple locations

The obvious practice to rank for multiple locations is to create location pages for them, but this may not always be neccessary.

Whether to do so or not depends on how competitive the industry and location are.

It’s possible to rank for other locations by simply mentioning them in your website’s content and meta-tags (meta descriptions and title tags).

This website doesn’t have a location page for Brookfield, Wisconsin, but it’s in the first SERP for a search in the region:

It also makes the first page for a search in Waukesha:

Rather than having seperate pages for these locations, the site simply mentions Waukesha and Brookfield in its homepage.

Some websites will list all their locations on their homepage and service pages and rank for a couple. This isn’t a surefire tactic, however.

The most competitive way to rank for multiple locations is to create location pages. But unless you can afford it, I wouldn’t advise you to create all your location pages at once.

Rather, choose the most important ones first based on population size, significance to your business, and how profitable the clientele is.

If you are going to create location pages, especially for a competitive area or industry, then conduct keyword research for each one. The services/products that are popular in one city may not be as popular in the other. People also use different search terms in different cities.

Basically, instead of just swapping location names with your chosen KWs, target relevant and popular KWs in each location.

Create a successful local keyword strategy

What’s the point of discovering keywords if you don’t know how to use them to get results?

Read our local SEO strategy guide to discover ways to implement your keywords and optimize your online presence.

Think this might help someone? Don’t hesitate to share!

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Local keywords: how to do local keyword research.

Leverage local keywords for targeted SEO. Incorporate city or region-specific terms, optimize local business information, and use relevant keywords to enhance visibility in local search results.

Table of Contents

Understanding the importance of local keyword research, the basics of local seo, step-by-step guide to local keyword research, local keyword research tips and strategies, incorporating local keywords into your website, how to track and measure the effectiveness of your local keywords, conclusion: boosting local visibility with strategic keyword research.

Raghav Tayal

Head Of Operations - Digital Web Solutions

Embarking on a digital journey tailored to your local audience begins with mastering the art of local keyword research. Whether you are a small local business looking to enhance local visibility or a regional enterprise seeking to strengthen ties with your audience, local keywords become pivotal.

But as you narrow down your target market and aim to rank higher in your vicinity, there are several different aspects you need to consider. There’s business listing, local link building, competitor analysis, and much more you need to do in the right manner. And in the end, all of these are related to local keywords. Let’s explore the importance of local keyword research, the steps to take to do it, how to track its success, and more.

Local keyword research becomes critical because it improves your visibility in your local area and increases the footfall of your store. But if you look closely, several other factors make local keyword research essential. Here’s a breakdown of the importance of local keyword research:

• Targeted Audience Reach: Local keywords enable businesses to tailor their online content to the preferences and search habits of a specific local audience. This targeted approach ensures that your content resonates with potential customers in your immediate vicinity.
• Increased Relevance: Search engines prioritize relevance in their algorithms. By incorporating local keywords, businesses signal to search engines that their content is specifically crafted for a particular location, increasing the likelihood of appearing in local search results.
• Competitive Edge: Local keyword optimization allows businesses to outshine competitors in local search rankings. When users search for products or services in a specific area, businesses with well-optimized local keywords are more likely to be prominently featured, attracting potential customers.
• Enhanced Local SEO: Local SEO hinges on the strategic use of local keywords. By integrating location-specific terms in your content, meta tags, and business listings, you boost your chances of ranking higher in local search results, ultimately driving more traffic to your website.
• Improved Conversion Rates: Users conducting local searches have a higher intent to make a purchase or engage with a business. Optimizing for local keywords ensures that your content aligns with the immediate needs of local consumers, leading to increased conversion rates.

Businesses looking to win the competition in their vicinity need to master the local SEO. And this journey begins with understanding the basics first. Here’s a concise breakdown of the key elements of local SEO:

• Google My Business: Ever searched for an office on Google Maps? Remember how you get all the details about it, like working hours, reviews, location, etc.? That happens due to Google My Business. Claim and optimize your Google My Business listing. Complete all information, including your business name, address, phone number, and business hours. Regularly update it with photos and respond to customer reviews. This looks trivial, but having an optimized GMB profile leads to better local keyword rankings. Eventually, this results in more visibility in your locality.
• Local Keywords: Identify and incorporate relevant local keywords in your website content, meta tags, and online profiles. This helps search engines understand your geographic relevance and enhance your visibility in local searches.
• On-Page SEO: Optimize your website’s on-page elements with local keywords, title tags, meta descriptions, and header tags. Ensure your NAP (Name, Address, Phone number) information is consistent across your site.
• Local Citations: List your business on reputable local directories, ensuring consistency in NAP information. This provides valuable backlinks and reinforces your business’s local presence.
• Online Reviews: Encourage and manage customer reviews on platforms like Google, Yelp, and other industry-specific review sites. Positive reviews enhance your reputation and contribute to local SEO rankings.
• Mobile Optimization: With the increasing use of mobile devices, ensure your website is mobile-friendly. Google prioritizes mobile-responsive sites in search rankings, especially for local searches made on mobile devices.
• Local Link Building: Build relationships with local businesses and websites to secure backlinks. Quality local backlinks boost your authority in local searches and are also a key factor in rankings. So, along with the authority, building quality links will also help you climb the search rankings ladder.
• Local Content: Create content that addresses local interests, events, and news. Generating content your local audience resonates with increases engagement on your site, makes you a credible source of information, and uplifts your local SEO rankings.

Here’s a breakdown of the steps local businesses can take to conduct local keyword research thoroughly:

Identifying Your Target Market

Before diving into keyword research tools, it’s imperative to understand your target market. Clearly define the geographic area your local business serves. It could be a city, region, or specific neighborhood. Consider the preferences, needs, and search habits of your local audience. Understanding your target market lays the foundation for picking effective local keywords.

You can start by identifying and deeply understanding your business’s core products or services. For example, if you run a bakery in downtown Seattle, your primary offerings can include artisan bread, custom cakes, or pastries. Tailor your keywords to reflect the unique aspects of your business and the local demand.

Utilizing Keyword Research Tools

No keyword research can be done efficiently without a keyword research tool. Tools like Google Keyword Planner, SEMrush, or Ahrefs can provide insights into the popularity and competition of specific keywords.

• Google Keyword Planner: Enter your business category and location into Google Keyword Planner to generate a list of relevant keywords. Focus on search volume and keyword difficulty to identify the keywords you can rank on and generate high impact.
• SEMrush: This tool allows you to analyze organic search results and identify keywords that competitors are ranking for. Input your business and location to discover valuable insights into your local competitors’ keyword strategies.
• Ahrefs: You can use Ahrefs to explore the backlink profiles of local competitors. Analyzing their link-building strategies can unlock valuable insights about the keyphrases they prioritize.

Analyzing Competitor Keywords

Understanding what keywords your local competitors are targeting provides a strategic advantage. Analyze the websites of businesses similar to yours within the same geographic area.

• Identify Competitors: Use search engines to find local businesses similar to yours. For instance, if you’re a local coffee shop, search for other coffee shops in your locality.
• Analyze Their Websites: Examine the content on your competitors’ websites. Take note of the keywords they emphasize in their product/service descriptions, blog posts, and meta tags.
• Explore Meta Tags And Titles: Look at the meta tags and titles of competitor websites. These elements often reveal the primary keywords they are targeting.

Analyzing the keywords your competitors are using unlocks insights into the language and terminology the audience likes. With this information, you can craft content that talks to your audience in their own language, making it more relatable.

Long-Tail Local Keywords

Long-tail keywords are specific phrases that typically have lower search volume but higher intent. Adding long-tail local keywords ensures that your content aligns with the specific needs of your target audience. For example, if you operate a fitness studio in Austin, instead of targeting a broad term like “gym,” you can focus on “yoga classes in downtown Austin” or “high-intensity interval training near 6th street.”

• Brainstorm Long-Tail Variations: Consider variations of your primary keywords, including specific locations, product features, or unique selling points.
• Use Conversational Language: Long-tail keywords often mimic natural language queries. Think about how potential customers might verbally express their needs when searching online.
• Incorporate Local Modifiers: Include location-based terms in your long-tail keywords, such as city names, neighborhoods, or landmarks relevant to your local business.

Local SEO keyword research is a dynamic process that involves understanding the unique nuances of your target audience’s search behavior. Here are some tips and strategies to refine your approach:

• Define Your Geographic Scope: Clearly outline the specific locations your business serves. Whether it is a city, region, or neighborhood, narrowing down your geographic scope helps in tailoring keywords to your immediate market.
• Leverage Google My Business (GMB): As said above, your GMB profile is the key to more exposure in your vicinity. Hence, you need to optimize your Google My Business listing with accurate business information, including your name, address, phone number, and other important details. Google often pulls local search results from GMB, making it a key player in local keyword visibility. You can also add relevant keywords in your listing description to improve rankings.
• Use Location-Specific Keywords: Integrate location-specific terms in your keywords. For instance, if you’re a real estate agent in Chicago, include terms like “Chicago real estate,” “homes for sale in Chicago,” or even specific neighborhood names to capture localized search queries.
• Long-Tail Keywords For Niche Markets: Identify and target long-tail keywords that cater to niche markets within your locality. If you provide specialized services or products, incorporating specific terms can help you reach a more targeted audience with higher conversion potential.
• Customer Reviews As Keyword Inspiration: Customer reviews are goldmines for local keywords. You can analyze customer reviews for your local business and competitors. Customers often use specific language when describing their experiences, providing valuable insights into the keywords and phrases that resonate within your local audience. Moreover, try to collect as many reviews as possible since it builds credibility and portrays you as an authority in your industry.
• Monitor And Adapt: Stay vigilant about changes in local search trends and adapt your keyword strategy accordingly. Regularly check analytics and keyword performance to ensure ongoing relevance. Trends in local language and search behavior can evolve, and your strategy should evolve with them.

Effectively incorporating local keywords into your website is essential if you aim to capture your target customer’s attention. This involves a two-way approach focusing on both on and off-page SEO strategies.

On-page SEO for Local Keywords

On-page SEO is a method where you perform all types of optimization on the pages, like adding relevant keywords, links, etc. When it comes to local on-page optimization, it involves tactics like:

• Optimize Meta Tags And Titles: Customize meta tags and titles with local keywords relevant to your business. Ensure that each page has a unique and compelling title incorporating location-specific terms. This helps in boosting search engine visibility while driving more click-throughs.
• Include Location In URL Structures: If feasible, integrate location-specific terms into your URL structures. This provides search engines with additional context about the page’s content and enhances the local relevance of your website.
• Create Location-Specific Content: Develop content that speaks directly to your local audience. This could include blog posts about community events, local news, or features on how your products or services cater to the specific needs of your area. Try to use language and terms that resonate with the locals.
• Optimize Images With Alt Text: When using images on your website, ensure the alt text includes relevant local keywords. This enhances accessibility and contributes to the overall and local SEO value of your page.
• Utilize Local Schema Markup: Implement local schema markup on your website to provide search engines with structured information about your local business, such as address, contact information, operating hours, customer reviews, and ratings. This can enhance your visibility in local search results and rich snippets.

Remember, there’s a thin line between perfect optimization and over-optimization. So whether you’re adding alt text to your images or optimizing meta titles, make sure you’re not stuffing keywords, as it will hurt the customer experience and your rankings as well.

Off-page SEO for Local Keywords

Off-page SEO is not performed on the pages but indirectly helps your pages rank higher. It involves practices like:

• Claim And Optimize GMB: Maximize your presence on Google My Business by claiming and optimizing your business listing. Provide accurate NAP (Name, Address, Phone Number) information, select relevant categories, and encourage customer reviews. You know this will uplift your brand visibility in your locality.
• Local Citations And Directories: Ensure your business is listed consistently across local directories and citation websites. Accurate NAP information on platforms like Yelp, Yellow Pages, and industry-specific directories reinforces your local relevance in search algorithms.
• Build Local Backlinks: Acquire backlinks from reputable local websites or community partners. These local backlinks signal to search engines that your website is a valuable resource within the community and contributes to improved local search rankings.
• Engage In Local Social Media: Actively participate in local social media platforms. Share content related to your business and engage with the community. Social signals from local platforms can positively impact your website’s visibility in local searches.
• Encourage Local Reviews On Other Platforms: Besides Google My Business, encourage customers to leave reviews on other local review platforms such as Yelp or TripAdvisor. Diversifying your review presence helps build credibility and reinforces your local authority in various search algorithms.

Tracking and measuring the effectiveness of your local keywords is crucial for evaluating the success of your local SEO efforts and making informed decisions. Here are a few ways you can effectively monitor the impact of your local keyword strategy:

• Google Analytics: Use Google Analytics to gain insights into your website’s performance. Focus on metrics like organic traffic, user engagement, and conversion rates for pages optimized with local keywords. Track the source/medium of your traffic to identify the effectiveness of local search in driving visitors to your site.
• Keyword Ranking Tools: Employ keyword ranking tools like SEMrush, Ahrefs, or Moz to monitor the rankings of your local keywords over time. Regularly check your positions in search engine result pages (SERPs) to identify trends, track improvements, and assess the competitiveness of your chosen keywords.
• Google My Business Insights: Leverage the insights provided by Google My Business to understand how users interact with your business listing. Monitor metrics such as clicks, calls, and direction requests. These insights offer a direct view of user engagement resulting from local searches and can help refine your keyword strategy.
• Conversion Tracking: Implement conversion tracking on your website to measure specific actions taken by visitors, such as form submissions, phone calls, or online purchases. Attribute these conversions to the corresponding local keywords to gauge which terms are driving the most valuable interactions with your business.
• Customer Feedback And Reviews: Actively seek and monitor customer feedback and reviews on platforms like Google, Yelp, and other industry-specific review sites. Analyzing customer sentiments can provide qualitative insights into the impact of your local keywords on the audience. Positive reviews mentioning specific local terms indicate successful alignment with customer expectations.

And there you have it. You’ve unlocked the secrets of local SEO keyword research. But the journey doesn’t end here. Regularly revisit your keyword strategy, analyzing trends and adapting to your audience’s evolving language. Embrace location-specific keywords, optimize online listings, and actively engage with your local audience.

By employing your newfound keyword knowledge, you can transform your online presence into a flare that attracts customers who are searching for exactly what you offer right around the corner. Remember, in the local SEO game, it’s not about shouting to the world; it’s about whispering the perfect words to the people who matter most – your neighbors. So, get out there, use local keywords, and outrank your local rivals!

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Local Keyword Research Tips & Tricks

Did you know that 76% of people who search on their smartphones for something nearby visit a business within one day, and of those searches, 28% result in a purchase? ( Think With Google ) If you want your business to rank for relevant searches in local search results, you need to make sure your keyword targeting strategy is on point. In this article, you’ll learn the ins and outs of local keyword research, including how to conduct your research, how to implement your research on your website, and what free and paid tools are available, so you can drive more relevant local traffic to your website.

Read straight through, or jump to the section you want to read!

What is Keyword Research?

How to conduct local seo keyword research, how to implement local keyword research, keyword research tools.

Keyword research is the process of discovering what keywords your target audience is searching for, how many people are searching for those keywords, and how they want the information presented to them in search results. Keyword research is also an important aspect of an all-encompassing SEO strategy because it can help you focus your marketing efforts on only the keywords that will drive relevant organic traffic to your website. By conducting keyword research, you can gain a better understanding of how your target audience is searching for your business, and how you can strategically position your website pages to best align with their searches.

How is Local Keyword Research Different?

Local keyword research is different from traditional keyword research in that you’re tailoring your research to your local target market(s). This is especially important since 46% of all searches on Google are for a local business or service ( SEO Expert Brad ). Common local search queries include a product or service paired with a specific city, neighborhood, or zip code.

For example, if you were to search for “supper clubs,” you would receive fairly general search results relating to common questions that people also ask, the history of supper clubs, and lists of supper clubs.

However, if you were to search for “supper clubs wisconsin dells,” you would receive much more localized search results that match your intent.

For your local keyword research strategy to be successful in local search results, your website’s content must align with your target audience’s search queries and location(s).

Local SERP Features

Google’s local search results feature two primary SERP features: the Local Pack, also known as the Map Pack, and local organic search results. The image below shows the Local Pack (A) and a local organic search result (B).

To increase your business’ chances of appearing in the Local Pack for relevant search queries, you will need to optimize your Google My Business listing . Google uses details from your Google My Business listing, such as your Name, Address, and Phone Number (NAP details), reviews, and hours, to populate the Local Pack.

To increase your business’ chances of appearing in local organic search results, you will need to conduct local keyword research and optimize the on-page elements of your website ( title tag , meta description, H1 tag, etc.). In fact, in Moz’s State of Local SEO Industry Report 2020 , they found that on-page SEO elements represent the most important ranking factors in generating local organic search results (web pages and featured snippets).

Tip : Your local SEO keywords must align with your target audience’s search queries and location(s) if you want to appear in local organic search results.

We've compiled even more of our favorite local SEO keyword tips & tricks in the Local SEO Checklist E-book!

When you hear marketers talk about keyword research, it may seem like a daunting task; however, if you follow these tips and tricks, conducting local keyword research will be a breeze!

1. Understand Your Target Audience & Their Goals

Before jumping straight into the local keyword research process, it’s important to understand who your target audience is and their ultimate goals. You can determine these answers by asking yourself a series of questions.

Let’s use Ishnala Supper Club in the Wisconsin Dells as an example. To understand their own target customers, they may ask themselves the following questions:

• What types of restaurants are people searching for in the Wisconsin Dells area?
• Are people searching for supper clubs?
• Who is searching for these queries? Locals? Tourists? Both?
• When are people searching for supper clubs? Are there seasonality trends?
• How are people searching for supper clubs? What keywords or questions do they use? Do they search on mobile devices?
• Why are people searching for supper clubs in the Wisconsin Dells area?
• Where are our potential customers located? Locally? Out of town?
• What do people currently find in search results when searching for supper clubs?
• How can we provide the best content on our website to encourage searchers to visit our supper club over a competitor’s?

Whether you’re an electrician or a fellow restaurant owner, you can tweak these questions to align with your business’ products or services. Once you’ve answered these questions, you can move on to the next step in the keyword research process!

2. Find What Keywords Your Target Audience Is Searching For

After answering questions about your target audience and their goals, you’ll most likely have some ideas of how to start your local keyword research. These ideas may serve as your seed keywords, or those you use to start your research process. For example, Ishnala Supper Club’s seed keywords may include wisconsin supper clubs , supper clubs wisconsin dells , and supper clubs near wisconsin dells .

From here, you can plug your seed keywords into Google’s search bar to understand what types of SERP features appear. Does Google show the Local Pack for your seed keywords? How about local organic search results? If Google shows local organic search results for your seed keywords, then your website has a chance of ranking if you optimize specific web pages for those and other related keywords.

You can also plug your seed keywords into either a free or paid keyword research tool to view specific data around these keywords (e.g. search volume, keyword difficulty, SERP analysis) as well as other related keywords or questions. This type of data can help you determine if you’re targeting the right keywords, if a keyword is worth targeting, and if you have a chance of ranking in local search results.

For example, if you plug the keyword “wisconsin supper clubs” into a paid keyword research tool like SEMrush, you’ll see that the keyword has a relatively high search volume in the United States and a hard keyword difficulty level.

You’ll also notice that many of the keyword variations and related keywords look like great opportunities for Ishnala Supper Club to target!

Finally, you’ll see that SEMrush gives you a SERP analysis so you can determine if your web page will even rank for your target keyword. For this particular keyword, Ishnala has a slim chance of ranking on the first page of organic search results because most of the results are for travel websites.

While tools like SEMrush will analyze the web pages in organic search results, it’s also important to search for the same keyword on Google to see if there are any other opportunities for your business to rank. For the same keyword, Google shows the Local Pack, which means Ishnala Supper Club has a chance to rank for this keyword’s SERP if they optimize their Google My Business account (which it looks like they have)!

After you’ve put together your list of seed keywords and other related keywords and questions, you can determine these keywords’ search volume and keyword difficulty.

3. Determine Search Volume & Keyword Difficulty

Similar to the example in step two, plug each of your keywords into a keyword research tool to determine their search volume and keyword difficulty. Typically, the higher a keyword’s search volume, the more difficult it will be to rank for in search results. This tends to correlate to a keyword’s difficulty level and SERP features. For example, a keyword with many SERP features can limit the number of traditional organic search results and, thus, your ability to rank on the first page for that particular keyword.

On the flip side, you do not want to target keywords with too low of search volumes, because then you risk not driving any traffic to your website. A good rule of thumb is to target specific keywords with lower competition and higher intent, otherwise known as long tail keywords.

While long tail keywords typically have lower search volumes, they often convert at a higher rate because these keywords have high search intent. Let’s use our Ishnala Supper Club example again. If someone were to search for “supper club near wisconsin dells,” they are most likely looking for a place to eat in Wisconsin Dells either that day or in the near future. If someone were to search for “ishnala supper club wisconsin dells,” it’s highly likely that they’re looking to eat at Ishnala either that day or, again, in the near future.

According to Ahrefs, while long tail keywords only account for a small percentage of the search demand share, they do account for the most search queries. This means that there are plenty of opportunities to answer your target audience’s most frequently asked questions with relevant content!

The final step is to analyze your target keywords’ SERPs.

4. Analyze Your Target Keywords’ SERPs

When analyzing each target keyword’s SERP, make sure your web page aligns with searchers’ intent and the other results shown. Like the example in step two above, it wouldn’t make sense for Ishnala to specifically target the keyword “wisconsin supper clubs” on one of their web pages because it’s highly unlikely that they’ll rank on the first page of search results based on the other organic search results shown; several travel websites hold the top organic positions, not supper clubs. This indicates that searchers’ intent is either transactional (they want to do something or go somewhere) or investigational (they want to find the best option for their specific needs).

After following these four tips and tricks, you’re ready to implement your target keywords on your website!

Conducting local keyword research is the hard part; implementing it is the easy part. Once you’ve determined the specific local keywords you wish to target along with the pages you want to rank for these specific keywords, you can begin optimizing your web pages for local search results.

To demonstrate how easy the implementation process is, we’ll use Ishnala’s homepage as an example. Specifically, we’ll optimize their homepage for the following keywords : ishnala supper club wisconsin dells and supper club wisconsin dells . While we want Ishnala to rank for both of these keywords, it’s also likely that they will rank for other related keywords if we optimize their homepage for the original targets.

1. Use Your Target Keyword(s) in the Title Tag

The first step is to use your target keyword in your title tag . A title tag is the primary HTML element that indicates the title of your web page to search engines. Your web page’s title tag also appears in search results above your page’s meta description.

Ishnala’s homepage’s current title tag is, “Home - Ishnala Supper Club.” To optimize their title tag for the local target keywords above, we could change the title tag to, “Ishnala Supper Club | Wisconsin Dells, WI.”

Tip : Use your target keyword along with your target location to improve your chances of appearing in local search results relating to your target location(s).

2. Use Your Target Keyword(s) in the Meta Description

The next step is to use your target keyword, or other related target keywords, in your meta description. Your meta description is an HTML element that provides a brief description of your web page’s content for search engines and searchers.

Currently, Ishnala’s homepage does not have a meta description and, instead, Google generated a meta description from other content on their page. To create a meta description optimized for the local target keywords above, we could add the following meta description, “Located just minutes from the Wisconsin Dells and voted the #1 supper club in Wisconsin, Ishnala Supper Club offers a truly relaxing dining experience.”

Tip : Keep your meta description under 160 characters because Google truncates meta descriptions longer than 160 characters in search results.

3. Use Your Target Keyword(s) in the H1 Tag

The third step is to use your target keyword in your H1 tag. Your H1 tag is an HTML element that helps both search engines and visitors understand your page content’s hierarchy. It’s also recommended to use only one H1 tag per page.

Ishnala’s homepage uses two H1 tags, “Home,” and, “Voted #1 Supperclub in Wisconsin!” To optimize their H1 tag for their target keywords, we could change the current H1 tags to, “Ishnala Supper Club, Located Just Minutes from the Wisconsin Dells.”

Tip : Avoid using the exact same H1 tag as your title tag because it can appear “overly optimized” to search engines. Instead, create unique tags for each that accurately describe your web page’s content. This also gives you an opportunity to target different keywords or keyword variations on the same page.

4. Use Your Target Keyword(s) in the URL

If your local business has multiple service offerings or locations, you can use your web page’s URL path to target relevant keywords or locations. For example, if Ishnala offered catering services in multiple locations, they could build out separate web pages for each location, and use location- and service-specific keywords (e.g. https://ishnala.com/catering-services/wisconsin-dells).

Tip : When optimizing your website URLs to include your target keywords, keep these best practices in mind .

5. Use Your Target Keyword(s) in the Content

The fifth step is to use a combination of your target keywords throughout your web page’s content to further suggest what your page’s content is about to search engines and visitors.

Tip : Avoid keyword stuffing at all costs. You should use your target keywords organically throughout the post if you’re covering a topic in depth.

6. Use Your Target Keyword(s) in the Image Alt Text

The final step is to use your target keywords in your images’ alt text, which are HTML attributes that help to describe your images for search engines.

Ishnala, for example, uses several images on their homepage to help visitors know what to expect when they dine at their supper club. The existing alt text for the first image is, “Slide 1.” We could optimize the first image by changing the alt text to, “Ishnala Supper Club Overlooking Mirror Lake”.

The alt text for the second image is, “Slide 2.” For the second image, we could change the alt text to, “Ishnala Supper Club Arrowhead Bar.”

While these alt attributes do not contain the full target keywords we mentioned above, they do accurately describe these images. If someone were to search on Google Image Search for the keyword, “ishnala supper club arrowhead bar,” the second image may have an opportunity to appear in Image Search results.

Tip : Learn how to fully optimize your images for SEO .

Now that you know how to conduct and implement local SEO keyword research, here are a few free and paid tools that can supplement your research:

Free Keyword Research Tools

• AnswerThePublic
• Google Ads Keyword Planner
• Google Search Console
• Google Trends

Paid Keyword Research Tools

• Moz Keyword Explorer
• Ubersuggest

Enjoyed the post? Subscribe to our blog to keep up with our local SEO series, and check out the next post in our Local SEO Series: Tips to Find & Remove Duplicate Content on Your Site .

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• Apr 27, 2023

Keyword research essentials for local SEO

Author: Celeste Gonzalez

Understanding your potential customers has never been more valuable than it is today. “Speaking their language” isn’t just a marketing cliché—it can be very lucrative to know the precise language people are using to search for local products and services like the ones you sell.

Doing keyword research is how you can learn to “speak their language.” It can be as simple as describing your products/services and can involve identifying new ways to explain your offerings for different types of customers. It can even introduce your business to new audiences.

This process is essential for any local business that wants people to check them out online. To find out where to start, you have to do keyword research—so, let’s get started.

Table of contents:

What is local keyword research?

The difference between traditional and local keyword research, how to find local search keywords.

General local keywords

Modified local keywords

Identifying local keywords by search demand (using tools)

Factoring in search intent, what you need to know about keyword research for local business blogs.

Local keyword research (or keyword research for local SEO ) refers to the process of identifying keywords that potential customers might search for to find local goods and services. Regularly performing this type of research and executing a strategy based on it can help local businesses appear in the searches best suited to bring customers their way.

Local keyword research is best suited for when a potential customer searches online for a product or service available locally, otherwise known as “local search intent.” This makes it a valuable technique for local business owners (or the marketers and SEOs that work for them).

Traditional keyword research , on the other hand, is not limited to local search intent (more on this in the section specifically about search intent).

This means that the businesses that engage in local keyword research are looking to appeal to customers in their service area, whereas traditional keyword research would be more appropriate for businesses that serve customers regardless of their geography.

So, a larger company that operates in many markets, like Optimum Nutrition, might perform traditional keyword research to identify opportunities to get in front of searchers—such as those that want to learn whether plant-based or whey protein is better , for example.

A local business would essentially do the same thing, except to cater to their audience that is looking for products/services locally. So, for example, a falafel restaurant chain might perform local keyword research to identify an opportunity to get in front of people looking for falafel catering in the Boston area and create a page specifically for that purpose .

In practice, many parts of the keyword research process are similar whether you’re a local or global business, but there are important nuances, which I’ll explain next.

In general, the content you create—whether it’s a local landing page or informational blog post or anything in between—should be informed by two perspectives:

What you offer

What your target audience wants

Let’s look at keyword research for local SEO from both perspectives, starting with your offerings. For this portion of the process, it’s helpful to break down your keywords into two categories: general and modified.

General local keywords based on your offerings

When you think of general (or broad) keywords, think of all the products/services your local business offers. These are the main keywords you want to target (i.e., create content based on).

Targeting these general keywords can help improve your business’s visibility in the organic search results. That way, when someone searches for detailing burbank , for example, your page about your Burbank-based auto shop’s detailing services might appear in the search results, which brings you closer to winning over a new customer.

It helps to come up with a list of products/services you offer and organize them based on priority or how essential they are to your business.

For example, a medical spa might list the following services (which could also function as general keywords to create content about):

CoolSculpting

Laser hair removal

Depending on the nature of the product/service (and the questions customers have about it), you could create one page that lists them all or create a dedicated page for each one.

Modified local keywords based on your offerings

You can modify the keywords you identified (in your list of general keywords from the exercise above) by finding long tail variations —variations of the keyword that have low search volume , but higher intent behind them.

This approach helps you appeal to potential customers that have a very specific need; for example, the way a local bakery’s page about their gluten-free, vegan breads appeals to a niche audience.

Going back to the medical spa example, this can be as simple as specifying the types of Juvederm offered.

Juvederm XC

Juvederm Ultra XC

Juvederm Ultra Plus XC

Juvederm Volbella

Juvederm Vollure

This also applies for home services businesses. If your home service business offers 24-hour or emergency services, you should add that to your main service keywords as well.

Lastly, another way to refine your list of keywords is by adding a relevant location to the front or end of the keyword. You can use “offering + location” (e.g., tacos near me ) or “location + offering” (e.g., los angeles tax services) for your keyword research.

Other than listing out your offerings, how else can you find keywords for your local business?

Keyword tools like Google Search Console , Google Keyword Planner, Ahrefs, Semrush , etc. can give you a sense of the keywords people are searching to find businesses like yours. You could even use Google’s autocomplete suggestions to help with keyword ideas.

Google Search Console is always a great place to start. You’ll be able to find out what queries your business is already gaining impressions and clicks from. You could easily use this data to create part of your SEO strategy .

For example, you can see the queries that a particular page has shown in the search results for. To do so, visit Google Search Console , then:

Select Search results in the left-hand navigation menu

Click + New in the filters section

Select Page

In the Page pop-up, select Exact URL from the drop-down menu

Enter the page URL you’d like to check out

The table beneath the chart shows you the queries that page has shown up in search results for. (Note: Google Search Console is not 100% accurate and does not reflect all data .)

From here, you could enter these queries into Google Keyword Planner or Semrush to get local search volumes . You can then narrow down which keywords you’d like to target based on this list.

And, remember, targeting a term doesn’t always mean creating a dedicated page for it—it could also mean adding a section about it onto an existing page, for example.

Once you have a narrowed-down list of keywords you’d like to target for your business, it’s time to address their search intent . It’s important to look at the search results for the keywords you are researching. This will let you know the type of content that Google serves to people searching for these terms, which will influence your success when pursuing the given keyword.

Take a look at what’s on the search engine results page (SERP) for a keyword you’re interested in. Are there videos? Are there mainly directories (Yelp, Angi’s, etc)? What you see in the search results can hint at the type of page and even the type of content you should include on the page for the keyword you want to target.

Let’s say I’m doing keyword research for my medical spa and I noticed that I’m getting a few impressions for what is botox . So, I might want to target this keyword on my service page. Let’s check out how what is botox looks in the SERP.

If I scroll down, I see that Google is mainly showing medical resources.

This tells me that this keyword ( what is botox ) is not a good match for my botox service page . The intent of the search is informational , meaning that someone searching this term isn’t likely looking to pay for botox just yet. The results also primarily display medical sources, meaning that it may be difficult to create a blog post and try to rank for this term as a local business.

If you look up another term like botox (insert city) , you’ll see local businesses or directories appear (as shown above). These are signs that the intent is to make a purchase or pay for a service. It’s a good signal that a service or location page could rank for this type of keyword.

There are some important benefits to keeping a blog on your local business site. It can help you:

Build up your site’s topical relevance

Increase traffic and eventually funnel qualified readers to your goods/services

Gain relevant backlinks

Going back to the what is botox example from earlier, you remember that there weren’t any local businesses showing up in the search results—it was all informational pages or blog posts. However, they were from very well-known sites, like WebMD, not from local medical spa businesses.

This can happen with all types of blog post keywords. Depending on the niche, Google may operate with stricter standards for expertise, authority, and trustworthiness , so the odds of a local business ranking for these keywords are lower. But, as long as you are producing quality content that is helpful to your audience, the blog posts will always be valuable.

Sometimes, customers simply expect you to have a blog post detailing why your product/service is unique, for example—just because ranking for the ideal keyword for it might not be realistic shouldn’t deter you from creating that content.

Ultimately, this is a marketing decision—you need to evaluate whether building credibility on a larger scale matters to your local audience. If it does, you can follow basic keyword research best practices , along with some of the tactics mentioned above, to get started with content your audience may be looking for.

Get found in more ways than one

What I’ve discussed above falls under the category of on-site optimization —just one aspect of controlling your business’s online presence. But, what goes on on your site is only half the equation for local businesses. Prospective customers may search for your Google Business Profile in Search or Maps, or look you up in a directory with reviews, like TripAdvisor or Yelp .

In addition to the local keyword research you’re doing for your site, make sure to build out your presence in all locations that potential customers might look for you:

Select the most accurate GBP category for greater relevance

Earn local reviews for better rankings and more leads

Use Posts to market and communicate with potential customers on Google for free

Altogether, making sure that your website and profiles provide information that’s helpful to people looking for your offerings will be key to getting discovered by new customers.

Celeste Gonzalez - SEO Strategist at RicketyRoo

Celeste Gonzalez is an SEO strategist at RicketyRoo. She began her journey with SEO by doing what she loves best: learning. She continues to learn in public and share her experiences—good and bad—with the community through Twitter and the SEOBreakdown. Twitter | Linkedin

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How to Do Local Keyword Research

• January 15, 2024
• read 9 mins

Mastering Local Keyword Research: A Step-by-Step Guide

Navigating the nuanced realm of local keyword research is an essential journey for businesses striving to secure an influential online presence within their target market.

It begins with comprehending why certain phrases can draw in a focused customer base and culminates with integrating those insights into a robust SEO strategy.

Mastery of this domain is not just about compiling a myriad of terms; it’s about identifying those that resonate deeply with the zeitgeist of one’s local demographic.

For those ready to transform their digital footprint and connect authentically with a regional audience, mastering local keyword research is indispensable.

Keep reading to uncover the tools and techniques that will elevate your local search potential to new heights.

Key Takeaways

• Local Search Optimization Is Essential for Businesses to Connect With Their Community and Target Market
• Mastering Local Keywords Involves Combining ‘Seed’ Terms With Regional Modifiers and Understanding Community Culture
• Competitive Analysis and Leveraging Local Keyword Research Tools Can Enhance a Business’s Online Impact
• Integrating Local Keywords Into Website Content, URL Structures, and Meta Elements Boosts Visibility and Engagement
• Prioritizing High-Impact Local Keywords Is Key to Attracting Qualified Traffic and Achieving Tangible Business Results

Understanding the Fundamentals of Local Keyword Research

With the ascendancy of digital marketing, local businesses can no longer afford to overlook the power of local search optimization.

By recognizing its significance and learning to harness it effectively, they ensure a digital presence that resonates with their target market and community.

At the heart of this strategy lies the adept use of local keywords—phrases meticulously tailored not just to reflect the services and products offered but also to embody the geographical identity of the consumer base.

Mastering the art of pinpointing the right elements that constitute a robust local keyword is the first step in optimizing for the kind of searches that lead customers right to a business’s doorstep.

Recognize the Importance of Local Search Optimization

Local search optimization emerges as a cornerstone of a business’s online strategy, as it directly impacts its visibility within its immediate geographic area. When consumers in search of immediate solutions turn to search engines, local keywords ensure that nearby businesses capture this intent, anchoring their digital presence where it matters most: close to home.

A precise local search strategy deftly incorporates community-specific phrases and landmarks into keyword selections, elevating a business’s relevance in the eyes of the search engine algorithm. This relevance translates into higher rankings on search engine results pages, poising businesses at the forefront of consumer consciousness when local services are in demand.

Identify the Elements That Make Up a Local Keyword

Deconstructing the anatomy of a local keyword unveils a strategic blend of ‘seed’ components and regional modifiers. Seed terms constitute the core service or product offering, while regional modifiers include location-specific details, such as city names, neighborhoods, or zip codes that local consumers are likely to append to their search queries.

Attention to details, such as colloquial terms or conversational nuances endemic to the local lexicon, differentiates an effective keyword from an underperforming one. A business stands to gain an upper hand by integrating these organic elements into their keyword strategy, thereby achieving a natural text optimization that resonates with local search habits.

The Initial Steps in Local Keyword Discovery

Embarking on the journey of local keyword research demands a blend of strategic thinking and intimate market knowledge.

The process commences with an expansive approach, drawing from broad market terms that encapsulate the essence of a business’s offerings—a starting point for what will become a highly targeted keyword list.

As insights into the target audience’s search behavior are cultivated, these broad terms are meticulously refined, honing in on the language and search patterns that lead consumers to a business’s local domain.

Start With Broad Market Terms and Narrow Down

Engaging in local keyword research initiates with casting a wide net to capture broad market terms that succinctly describe the primary offerings of a business. This forms the foundation for all subsequent keyword development, ready to be fine-tuned for geographically relevant searches.

Gradually, this process becomes one of distillation, sifting through the expansive list to identify terms with the strongest affinity to the target audience’s language and search habits. With every iteration, the keywords evolve, aligning closer to the precise queries potential customers use to find local services and products.

Consider Your Target Audience’s Search Behavior

Successful local keyword research critically hinges on understanding your target audience’s search behavior. Recognizing the nuances in the terms they use, their search intent, and the timing of their queries can immensely enhance the relevance and efficacy of your keyword strategy.

To optimize your approach, gather data on typical consumer search patterns, preferred devices, and conversion trends within your locale. This insights-driven method aligns your keywords with user behavior, ensuring increased visibility in local, organic search results.

Utilizing Tools for Effective Local Keyword Analysis

Embarking on the adventure of local keyword research can be akin to navigating an intricate labyrinth, where the prize is gaining prominent visibility and connecting with your consumer base.

To guide you through this maze of data and trends, a spectrum of sophisticated tools and resources stand ready to illuminate the path.

Among them shines the aptly designed Google Keyword Planner with its local insights that serve as your digital compass.

Further amplifying your toolkit, specialized local keyword research tools and software offer a more granular glimpse into the specific needs and behaviors of your target market.

Embracing these tools not only simplifies the analytical process but empowers businesses to carve out their niche in the ever-competitive online landscape.

Explore Google Keyword Planner for Local Insights

Google Keyword Planner stands as an invaluable resource for those delving into local keyword research. It offers actionable data and comprehensive analytics that shed light on keyword performance within specific locales.

It not only enables identification of high-potential search terms but also provides insights into competitive landscapes, helping businesses to tailor their keywords to the unique dynamics of their target demographic.

Leverage Local Keyword Research Tools and Software

In the rapidly evolving arena of digital marketing, businesses are keen to fine-tune their local SEO strategies, and leveraging local keyword research tools becomes instrumental to that end. The proprietary Keyword Researcher tool of SearchAtlas, with its advanced algorithms and user-centric interface, sets businesses on a sure path to identifying high-impact keywords that resonate with a local audience.

Integrating SearchAtlas’s Keyword Researcher tool into one’s SEO toolkit allows for the dissection and analysis of valuable keyword data, providing a clear roadmap for Crafting Content That Aligns With User Intent . This tool equips businesses with the ability to conduct thorough research, ensuring that their web presence is not only visible but also relevant and compelling to the area-specific consumer base they aim to capture.

Crafting a Local Keyword List That Drives Traffic

The endeavor to secure a business’s stronghold within its local market hinges on creating a keyword list that not only encapsulates core offerings but also speaks directly to the community it serves.

This foundational list of search terms will anchor the business’s visibility in the tides of search engine results, guiding prospective customers to their digital doorstep.

Beyond conjuring a preliminary collection of localized terms, dynamic businesses realize the necessity of a meticulous competitive analysis.

By evaluating the keyword landscape their competitors occupy, businesses can then refine their list, ensuring a higher search impact that harmoniously blends relevance with market differentiation, ultimately fostering higher traffic and customer engagement.

Compile a Preliminary List of Local Keywords

Commencing the creation of a local keyword list starts by amassing a variety of terms and phrases that embody the core services and products of a business: This is a critical step that lays the groundwork for a local SEO campaign.

• Gather primary service or product keywords that your target market is likely to search for.
• Include location-based terms, integrating cities, neighborhoods, or zip codes familiar to your local clientele.
• Reflect local vernacular, peppering your list with colloquial language that resonates with the community.

It’s imperative to blend these elements with an understanding of the community’s culture and search behaviors to ensure that your list speaks effectively to the local consumer base.

Refine Your List With Competitive Analysis

A competitive analysis is paramount in refining a local keyword list, shaping a lens through which a business discerns not only the landscape they operate within but also the opportunities they might capitalize on. By scrutinizing the keyword usage of their peers, businesses can identify gaps in the market and fortify their SEO approach with unique, less contested local keywords.

This analytical dive enables firms to discern the market’s pulse: tracking which keywords are oversaturated and which provide a fertile ground for growth. The result: a strategic keyword list that positions a business distinctively within the search engine results page and drives targeted traffic that can convert.

Tips for Prioritizing and Selecting the Right Local Keywords

Embarking on the quest for local search supremacy calls for a strategic approach that not only identifies potential keywords but also rigorously prioritizes and selects those with the most profound impact on the business.

This selection process must take into account the relevancy of each keyword to the company’s offerings, while concurrently evaluating search volumes and competition levels.

Grasping these considerations empowers businesses to cultivate a curated list of local search terms that are most likely to attract qualified traffic and drive tangible results.

Evaluate Keyword Relevance to Your Business

Selecting the right local keywords requires considering how closely they align with a business’s services or products. It’s critical to meticulously assess each term for its direct correlation to what the business offers, ensuring that the keywords not only attract the right audience but also reflect the core components of the company’s identity.

Once relevance is established, keyword efficacy can further be measured by their potential to engage and convert the target demographic: it’s paramount that the chosen keywords resonate with the specific needs and interests of the local consumer base. Crafting a keyword strategy with precision positions a business to capitalize on searchers ready to take action:

Assess the Search Volume and Competition Levels

When fine-tuning a local SEO campaign, businesses must weigh the search volume against competition levels to prioritize keywords that promise maximum engagement with minimal resistance. High search volumes indicate a significant interest among local consumers, but they often come hand-in-hand with fierce competition, making it challenging to achieve a place on the first page of search engine results.

Optimizing for less contested keywords with respectable search volumes, on the other hand, can give businesses a competitive edge. This strategic focus on balance allows businesses to identify “sweet spot” keywords—those with enough local search traffic to drive business without being overwhelmed by competitors—thereby maximizing online impact with precision targeting.

Implementing Local Keywords Into Your SEO Strategy

Entering the final stretch of local keyword research involves weaving those meticulously chosen phrases into a business’s online fabric.

The nuances of embedding these local terms within website content and meta elements is not merely a matter of placement, but an art form that enhances findability and relevance in the realm of search engines.

A business’s success in local search hinges on how well it translates its keyword insights into the structural and descriptive aspects of its digital domain, such as website copy and meta tags, effectively signaling to search engines the proximity and pertinence of its offerings to the local audience.

Integrate Local Keywords Into Website Content

Seamlessly incorporating local keywords into website content is not just about sprinkling terms across web pages; it’s about Strategically Placing Them in a manner that elevates the user’s experience while signaling relevance to search engines. Crafting compelling content that naturally integrates these local terms can dramatically enhance a site’s visibility and appeal to both the search algorithm and the potential customer navigating the site.

optimizing URL structure and meta descriptions with local keywords serves as a crucial facet of this endeavor, anchoring a business’s web presence in its geographical context. By fine-tuning these on-page elements, businesses underline their locality, making it easier for consumers in the vicinity to discover their offerings when performing search queries, thus boosting local traffic and engagement.

Optimize Meta Tags and Descriptions With Local Terms

Refining meta tags and descriptions with local keywords is pivotal in heightening a website’s visibility to a nearby audience. These streamlined amendments to a site’s metadata sharpen search engines’ understanding of the business’s locale, enabling higher rankings for geographically focused queries that drive regional traffic directly to your web page.

Implementing localized terms in meta elements enhances a site’s click-through rates by offering regionally resonant snippets in the search results. This optimization ensures that when prospective customers glimpse a search result, it speaks directly to their community needs, maximizing engagement and fostering trust.

Mastering local keyword research is essential for any business looking to establish a strong digital presence within its community.

By identifying and integrating the right local keywords, businesses can enhance their visibility to consumers actively seeking their services or products nearby.

Starting with broad market terms and refining them through an understanding of the target audience’s search behavior ensures a list of highly relevant local search terms.

Utilizing tools like Google Keyword Planner and local keyword research software can further aid in analyzing and selecting high-potential keywords based on search volume and competition.

A meticulously crafted and competitively analyzed list can differentiate a business in the local market, driving targeted traffic and fostering customer engagement.

Lastly, embedding these local terms into website content, URLs, meta tags, and descriptions is critical for signaling to search engines the relevance and proximity of a business to the local audience.

In sum, businesses that prioritize and skillfully implement local keyword research will likely improve their online strategy, attracting more regional customers and gaining an edge in the ever-competitive digital landscape.

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• SEO Local Keywords: 3 Steps for Finding Keywords for Local Search

Local Keywords: 3 Steps for Finding Keywords for Local Search

• Macy is a marketing writer with over five years of experience creating content for dozens of industries including food and beverage, home services, and education. She also specializes in creating SEO and PPC content. Her work has been featured by Search Engine Journal, HubSpot, Entrepreneur, Clutch, and more. In her free time, Macy enjoys trying new crafts and reading comic books.

Did you know that 80% of users use a search engine to find local information? People turn to search engines to help them find businesses in their area that offer the products or services they need. To appear in these search results, you need to integrate local keywords into your site to help you rank.

Local keywords are keywords that contain location-specific phrases that generate results related to the same geographic location. These keywords help drive people in your area to your business and play an integral role in optimizing your local search engine optimization (SEO) strategy . So, how do you find local keywords?

On this page, we’ll cover:

• How to find local keywords
• How to pick the best keywords for local search
• Which additional strategies will help you appear in local searches

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Keep reading to learn more about local keywords and how to find them. Want to know more about how to find local keywords and appear in more local searches? Enter your URL here to get an instant SEO audit with personalized recommendations for optimizing your website to capture more SEO traffic!

How do I find local keywords?

So, you want to rank in local searches — but how do you find the right keywords to rank in the results?

To find keywords for local search, you need to conduct local SEO keyword research . Keyword research is the process of identifying popular key terms that will help you appear in search results relevant to your business and target market.

Keyword research tools, like KeywordsFX , will help you find a list of relevant terms. It will generate a list of related keywords. With this list, you can discover ideas for the types of keywords to include on your site.

From this list, you can pull local keywords you think will help you rank in the right search results. Generally, for local searches, you’ll want to stick to phrases like:

• [business type/product/service] in Los Angeles
• [business type/product/service] Los Angeles
• Los Angeles [business type/product/service]
• Best [business type/product/service] in Los Angeles

So, if you were an event planner, you may see those keywords appear as:

• Event planners in Los Angeles
• Wedding planner Los Angeles
• Los Angeles party planning
• Best event planner in Los Angeles

By conducting local SEO keyword research, you’ll help your business appear in geographically tailored search results so more local leads can find your business.

Alternatively, if your business already ranks for localized search terms, you can use a Google position check tool like Google Search Console to evaluate your existing rankings and prioritize localized keywords from there, like “event planners in [city], [state].”

How do I pick the best local keywords and rank for them?

So, you know you need to conduct local keyword research to find the right terms, but how do you pick the best local keywords? When you conduct keyword research, you get a results page that’s filled with keyword ideas, and it can quickly become overwhelming to try and weed through them. Let’s look at three steps for choosing local SEO keywords that help you drive more local leads.

1. Specify your location

The first, and perhaps most important, step in finding local SEO keywords is specifying your location. You need to establish which areas you want to target for local search. You can target location keywords near your business or where you travel for service.

So, for example, let’s say your event planning business is located in Los Angeles. If you service Los Angeles and neighboring suburbs, you could target locations like Santa Monica and Venice Beach with local SEO too. It’s essential to include all the places you service so that you can reach people in those areas.

2. Focus on industry-related keywords

When you conduct local keyword research, focus on industry-related keywords.

Some companies will try to rank for keywords that aren’t relevant to their business because they have high search volume and drive traffic. The issue with this approach is that those keywords won’t drive qualified leads to your page.

For example, let’s say you notice that “talent agents in Los Angeles,” is a high-volume keyword, so you try to rank for it to increase traffic on your site. Even though your event planning business isn’t a talent agency, you want to increase traffic on your website.

When this traffic gets to your site, these users learn that your website isn’t relevant to their search query. They were looking for a talent agent and didn’t find any talent agents or services on your page. As a result, they bounce from your page and go back to the search results to find a different listing.

So, not only did you not obtain any leads but now you’ve increased your bounce rate . A high bounce rate sends a signal to Google that your page doesn’t fit the search query, so Google will rank your page lower. Lower rankings mean less traffic and reputable leads for your page.

Instead of trying to rank for these irrelevant terms, focus on industry-related keywords. Industry-related keywords will ensure you drive the right leads looking for your products or services. So, if you were an event planner, you might focus on terms like:

• Los Angeles party planners
• Los Angeles event planner
• Event coordinator in Los Angeles

3. Include keyword modifiers

As you find keywords for local search, you’ll want to add keyword modifiers to some of your terms. Keyword modifiers add more to your core keyword and help expand your reach, so you can drive more relevant traffic and leads. There are four types of keyword modifiers you can use with your keywords:

• Quality: As the name suggests, quality modifiers speak to the quality of your business. These include phrases like “best” or “top.” An example key phrase is “best event planners in Los Angeles.”
• Occasion: Occasion modifiers focus on a specific event or point in time. These include phrases like “fall,” “birthday,” or “Christmas.” An example keyword is “Wedding planner in Los Angeles.”
• Type: The type of keyword modifier focuses on something your business offers. If you were an event planner at a specific venue, you might offer catering or an event hall. An example key phrase is “wedding venues Los Angeles.”
• Special offering: Your business is unique, and you can use special offering keyword modifiers to help people find what’s unique about your company. These keywords can include offerings like same-day shipping, all-inclusive, and more. An example is “all-inclusive wedding venues in Los Angeles.”

These keyword modifiers help you connect with locals who conduct more specific searches.

P.S. Improve your local SEO efforts with SEO.com, a powerful tool designed to provide access valuable insights, and drive more local traffic to your website. Try SEO.com now for free and take your local business to the next level!

Going beyond local keywords: Alternatives to local keyword research

Finding keywords for local search is a great starting point for appearing in front of local leads, but it’s not the only option you have. You can drive local leads through other methods, too.

Let’s look at two local marketing options you can use to reach more leads in your geographic location.

1. Claim your Google Business Profile listing

Next, add a short blurb about your business and what you offer. Then, add photos to your listing to give people a visual insight into your business. This step is valuable because companies with photos receive 42% more requests for directions and 35% more clicks to their websites than companies without pictures.

After these steps, you’ll have a polished Google Business Profile listing that will start driving local traffic. If you’re looking to save time with updating your Google Business Profile listing, you can use tools like LocalFX to update all your local listings, from Google Business Profile to Yelp to Facebook, easily.

2. Run a pay-per-click (PPC) advertising campaign

Many searchers are looking for ads specific to their geographic location, so you can help your business reach these leads by creating locally relevant ads. To get started with PPC ads, you’ll need to find locally relevant keywords. You can use the keywords you find during local keyword research and integrate them into your ad.

Once you select your keyword, you’ll set your bid amount . PPC ads operate on a system where you pay each time someone clicks. You must determine your bid amount to let Google know what you’re willing to pay when someone clicks your ad.

After setting your bid, create your ad copy . Your ad copy features two parts:

The ad text and landing page.

The ad text is what users see when they find your ad in the search results. Your landing page is what they see after clicking on your ad.

To have a successful PPC ad, you must create a landing page relevant to your ad. If you’re running an ad for the keyword “wedding planners in Los Angeles,” your ad text and landing page should focus solely on your wedding planning services. Keeping your ad focused enables you to deliver a more relevant ad experience, which can help your ad get a better spot in search results.

Once you create your ad copy, launch your ad, and get your placement. From that point forward, you’ll start driving leads for your business.

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Start using local keywords today

If you aren’t using keywords for local search, you’re missing a prime opportunity to grow your business. Using local keywords will help you reach more people in your area and drive them to visit your company, which will help you obtain new leads and grow.

If you don’t have the time to research and integrate local keywords, WebFX can help. With over a decade of experience, we know how to optimize your website for local keywords to help you reach the top of local search rankings . From integrating keywords to optimizing your local listing, we can help you do it all.

Check out our local SEO services to learn more about how you can improve your local listing. Give us a call today at 888-601-5359 (or contact us online ) to find out how we can help jumpstart your local marketing campaign!

WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more

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Table of Contents

• How Do I Find Local Keywords?
• How Do I Pick the Best Local Keywords and Rank for Them?
• Going Beyond Local Keywords: Alternatives to Local Keyword Research
• Start Using Local Keywords Today

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What is local keyword research (and how to perform one)?

Local keyword research is a crucial part of SEO for any business that offers physical products or services in a particular region or city.

In other words – if you are not appearing in Google Search, how can people in your area find your business (or even know that it exists)?

In this article, we will therefore take a look at what local keyword research is, why it matters and how you should perceive and analyze local keywords.

What is local keyword research?

Local keyword research is a process of finding and analyzing search queries that users type into Google in order to find services or products around them.

The purpose of local keyword research is to determine which keywords you should use for your pages so they would appear to users in a specific area.

Why is local keyword research important?

Local keyword research helps you better understand how people are searching on Google for products or services in a particular region.

If you own a business in some place and you would like to appear in SERPs for local users, you need to know what kind of search queries are people typing – and not just guess the most common keywords that come to your mind. 

Therefore, local keyword research will show you what particular keywords you should optimize your pages for so they would be displayed to relevant users (and hopefully potential customers).

How to do local keyword research?

1. brainstorm your business.

In order to start your local keyword research, you need to brainstorm your business first. 

Expanding the ideas about your business is an important first step as it helps you specify what you can offer to your customers in a particular area.

For example, let’s say that you own an automobile repair shop in London.

You don’t have to be a genius that one of the most common keywords for your business would be “ car service ”.

But this is not the only query that people usually type into Google when searching for car repairs – users might want more specific repair services for their cars.

Therefore, you should brainstorm your business and come up with more specific services (keywords) that you are offering, such as:

• “ car brake repairs ”
• “ brake fluid change ”
• “ car battery check ”
• or even “ car engine diagnostics ”

You can create a list of specific services that you are offering and that might be interesting to users in your area.

Once you brainstorm your business thoroughly, it is time to expand and transform your ideas into specific keywords that users are typing.

In our keyword finder tool, you can quickly find out what keywords are people using in your “niche” and a particular country:

• Open KWFinder and type any of your brainstormed idea into the search tab
• Select the country that your business is in
• Choose a specific language
• Hit the “ Find keywords ” button

The tool will show you keywords users are searching for in your country – and also show you what kind of services you might have missed (or just did not think of)

You can enter your brainstormed ideas one by one and check every related keyword that might be relevant to your business and create the list of services that you are offering – all in just a few clicks:

This will help you to have a better grasp of how people are searching for the type of services that you are offering on Google and establish a base for your local keyword research.

Pro tip: You can also spy on competitors in your region and discover the keywords (and services) that they are ranking for.

If you know the names of their websites, you can simply:

• Select the “ By Domain ” tab in KWFinder
• Enter their domain or URL
• Hit the “ Find keywords ” button”

KWFinder will then show you all the keywords that your competitor is ranking for – just sort them according to their ranking positions and check whether any of those keywords are relevant for your business as well.

2. Perform SERP analysis (for local intent)

In order to optimize your website for relevant keywords, you need to determine whether or not there is a local intent behind them. 

Some keywords might seem to have the local intent but after a further inspection you might find out that the intent behind them is completely different.

The SERP analysis for local intent is pretty straightforward: If you live in the same region as your business, you can simply enter individual keywords into Google Search and inspect the SERPs manually. 

Local intent in the SERP can be usually indicated by 2 main SERP features : The “map pack” and the local businesses that are ranking as top search results.

In the case of our example with a car service business, if we take a look at the keyword “ car brake repairs ” we can clearly see that it has local intent behind it – the SERP behind the query displays many local businesses offering this type of service as well as the SERP contains a map pack:

On the other hand, the search query like “ how to change car tire ” has rather informational intent – it shows only pages with guides and step-by-step instructions that have nothing to do with local intent:

Pro tip: If you cannot check the SERPs of your keywords from the location of your business manually, you can use tools like Google Ads – Ad Preview and Diagnosis Tool for further inspection:

• Open the Google Ads Ad Preview tool
• Enter a specific keyword
• Set the language, location, and the device

The tool will show you a current SERP for the given location – with all the possible SERP features it may contain:

3. Check the search volumes

Once you analyze all your keywords and check the search intent behind them, it is time to prioritize these keywords according to their search volumes.

Search volumes of the keywords will give you a hint about how popular they are among normal users in a particular region or country.

But before you just start just sorting them out according to their search volumes and use them on your pages, you need to distinguish them into two categories – implicit and explicit keywords .

1. Implicit local keywords are queries that do not contain the name of a particular location or region within them (e.g. “ car service ”)

Generally speaking, people use implicit keywords the most often – this is because Google will always show relevant results to each user individually, with local businesses (as search results) that are nearby.

2. Explicit local keywords are search queries that DO contain the name of a particular region or city (e.g. “ car service london ”) – although people use these types of queries less often, they are much more relevant for local SEO than the implicit ones.

Implicit keywords have usually super high search volumes – for example, if we take a look at the keyword like “ car service ” in KWFinder and set up the United Kingdom as a country, we can see it has a very high search volume:

Although this general keyword might be relevant for you, its search volume represents users in the whole country – and not used just by people in a particular town or a city. 

On the other hand, if we check an explicit keyword like “ car service london ” in KWFinder, the search volume is much smaller but shows exactly how popular it is in London city:

Search volumes for both – implicit and explicit keywords – will help you to decide, which pages you should prioritize and create first for your local SEO .

Although it is merely impossible to determine accurate search results for implicit keywords for a particular region, you can use Google Keyword Planner to get a rough estimate of their search volumes:

• Open Google Keyword Planner
• Select the “ Get search volume and forecasts ” tab
• Paste all your implicit keywords
• Hit the “ Get started ” button
• Setup the location and the language

The tool will show you average monthly searches for every implicit keyword that you put there:

4. Map out keywords

The next step of local keyword research is to map out which keywords should have their own dedicated pages and which shouldn’t and create an overall map of your business website.

It can easily happen that keywords that have just slightly different meanings end up displaying completely different search results in their particular SERPs.

That is why it is important to check individual keywords and their SERPs and decide whether or not you should combine them together into a single page or create individual pages for each of them.

Going back to our car service business, let’s take a look at these 3 keywords:

• “ car tyre replacement”
• “tyre replacement cost”
• “bmw tyre replacement”

Although all these 3 keywords might seem very similar to each other (and probably could be used for just 1 single page), if we take a look at their particular SERPs we can clearly see a problem – all of them display different search results:

In this case, it would be better to create 3 separate pages that would cover general tire replacement services, the cost of tire replacement, and tire replacement for BMW cars individually.

Keep in mind though, that distinguishing which keywords should be combined together just for a single web page and which shouldn’t is a very delicate practice that differs from niche to niche, from business to business.

A good rule of thumb is to simply think pragmatically – if you can provide every important information about the given service in just 1 page, it’s probably better to do so, rather than create 2 or 3 separate pages.

5. Create and optimize pages

Once you group your keywords and map out the structure of your website, it is time to create and optimize your pages for these keywords.

In order to rank high for your main keywords and their related terms, you need to provide high-quality content that would reflect the local intent behind them .

For example, if we would like to create a page that should be optimized for terms like “ car tyre replacement ”, “ tyre replacement cost ”, “ bmw tyre replacement ”, you have to provide content that would help users to find what they need in a particular area.

If we just added these keywords to our service page, we would never appear as a local service for those particular SERPs – that would only result in potential penalties for keyword stuffing .

A better strategy is to provide more information about tire replacement service, the price of replacement as well as specific information about tires for BMW in the location of your business.

This can help you to increase the relevance of your service page for a particular place, helps visitors to get an idea about the costs of your services as well as potentially improve your rankings for these queries (in the region of your business).

Tip: You can also check the competing websites that are already ranking as top 10 search results for the local queries, to get an idea of what information/content you should have on your pages.

In addition to page optimization, you should also check the SERPs for any features that they may have and use them to your advantage:

• Featured snippets – local SERPs may sometimes contain featured snippets at the top which can be a great opportunity for you to appear high in a short time
• People Also Ask boxes – you can answer the questions in the SERPs that appear as People Also Ask boxes and provide relevant information to users (who can potentially become your new customers)
• FAQ markup – you can implement structured data to your service pages to answer the most common questions and appear as a rich result in local SERPs.

If you want to learn how to switch between SERPs for the same keywords in different regions, be sure to check out our article: How to change the location on Google .

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How To Do Keyword Research For SEO

As a business owner, getting found online is crucial to attracting new customers. One of the most effective ways to boost your visibility is through smart keyword research. By identifying the right keywords, you can make sure your website shows up when potential customers search for the products or services you offer. Here’s how you can do it:

• 1 Start with Your Own Insights
• 2 Conduct Simple Google Searches
• 3 Use Keyword Research Tools
• 4 Map Keywords to Your Website
• 5 Focus on Local SEO
• 6 How To Do Keyword Research for a Specific Page or Blog Post
• 7 How To Monitor Your Website’s Keyword Rankings
• 8 Conclusion

Start with Your Own Insights

Identify Important Keywords : Begin by thinking about the services or products that are most important to your business. What terms do your customers commonly use when they talk about your business? Your own insights are a great starting point for identifying key terms.

Conduct Simple Google Searches

Google It : Type your keywords into Google and see what comes up. Pay attention to who is ranking on the first page—these are your competitors. Take note of how they structure their content, what keywords they seem to be targeting, and any patterns you notice.

Use Keyword Research Tools

If you want to dive deeper, here are some tools that can help:

• Site Explorer : This tool lets you see which keywords drive traffic to your competitors’ sites.
• Keyword Explorer : It shows you how often certain terms are searched for and how competitive those terms are. You can also get ideas by looking at what your competitors rank for.
• Keyword Overview : This tool gives you a detailed analysis of any keyword, including search volume and difficulty.
• Keyword Magic Tool : Offers a wide range of keyword suggestions, helping you find the best ones to target.
• Keyword Gap Analysis : This feature helps you spot keywords your competitors rank for that you don’t, providing opportunities for growth.

Google Search Console (GSC)

• Find High-Value Keywords : Google Search Console shows you which keywords are already driving traffic to your site. Focus on these to keep your momentum going.
• Optimize Content : If you’re ranking for certain keywords but not getting clicks, your content might need some tweaking. GSC can help you spot these opportunities.

Google Ads Keyword Planner

This free tool from Google helps you find popular keywords and see how much competition there is for each one. You can also narrow down your keyword search by location, which is great if you’re targeting local customers.

Map Keywords to Your Website

Once you’ve gathered your keywords, it’s time to apply them to your website:

Home Page : Choose a main keyword or phrase that sums up your business. This is often a broad term that describes what you do.

Service Pages : For each service you offer, pick more specific keywords. These should directly relate to the services described on the page.

Location Pages : If you serve multiple areas, create location-specific pages using keywords that include your service and the location (e.g., “Plumbing services in Raleigh”).

Blogs : Blog posts are a great way to target long-tail keywords—these are longer, more specific phrases that potential customers might search for. Use these posts to drive traffic to your main pages by including internal links.

Focus on Local SEO

If your business serves a local community, optimizing for local search is essential:

Home Page Optimization : Decide whether to focus your homepage on your main service area or keep it more general.

Service Pages Optimization : Consider creating different service pages for different locations if it makes sense for your business.

Location Pages : Highlight the main cities or neighborhoods you serve, but don’t overdo it with keywords.

Blogs : Write blog posts that address specific topics relevant to your local audience, and include internal links to your main service pages.

How To Do Keyword Research for a Specific Page or Blog Post

When it comes to creating content for a specific page or blog post, you want to make sure you’re not competing with yourself. Here’s how:

Check Existing Content : Before creating new content, review your current pages and posts. Make sure you’re not targeting the same keywords on multiple pages, as this can dilute your efforts.

Google It : Search for your topic on Google to see what’s already ranking. Take note of how other businesses are presenting the topic and what keywords they are using.

Use Keyword Tools : Use tools like Ahrefs or Google Ads Keyword Planner to find a balance between search volume and competition for your keywords. Look for related keywords that can support your main one.

Optimize Your Content : Make sure your page URL, title tag, and meta description include your main keyword. Sprinkle variations of your keyword throughout the content and use it in image titles and alt text. Don’t forget to include internal links to other relevant pages on your site.

How To Monitor Your Website’s Keyword Rankings

Keeping an eye on your website’s keyword rankings is essential for understanding how well your site is performing in search engines. By regularly monitoring these rankings, you can see what’s working, what needs improvement, and make informed decisions to enhance your SEO strategy. Here are some tools that can help:

Known for its accuracy, AWR Cloud is a powerful tool for tracking keyword rankings. It provides detailed reports that help you monitor changes in your rankings and understand trends over time. This is especially useful for spotting any fluctuations and making necessary adjustments to keep your site performing well.

SEMrush Position Tracking Tool

SEMrush offers a position tracking tool that’s particularly helpful for small business owners. It lets you keep tabs on how specific keywords are performing and shows you how your rankings change over time. This insight is crucial for assessing the effectiveness of your SEO efforts and identifying areas that might need more attention.

GSC is a must-have tool for any business owner looking to monitor their website’s performance. It provides valuable data on how your site’s keywords are ranking in search results, helping you see which terms are driving traffic and which ones might need a boost.

By regularly using these tools to monitor your keyword rankings, you can stay on top of your SEO performance and make informed decisions to improve or maintain your search engine rankings. This ongoing effort will help ensure that your website continues to attract visitors and grow your business.

Effective keyword research is not just about finding popular search terms—it’s about understanding what your potential customers are searching for and how you can meet their needs with relevant, well-targeted content. By following the steps outlined in this guide, you can develop a strong keyword strategy that helps your business stand out in search engine results. Remember, keyword research is an ongoing process, and regularly monitoring your rankings is key to staying ahead of the competition and adapting to changes in search behavior.

Ready to take your business’s online visibility to the next level?

Let us help you craft a keyword strategy that drives results. Contact our digital marketing experts today to start optimizing your website and attract more customers. Your success online starts with the right keywords—let’s find them together!

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Tags: Content Marketing • Digital Marketing • Search Engine Optimization

Keri Rosemond

Keri Rosemond is the VP of Operations at TheeDigital. She manages the marketing and production departments and makes sure her team is delivering the best results for our clients. Give Keri a call at 1-919-626-8866 if you would like to discuss how TheeDigital can generate more leads for your business!

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