Local keyword research is the cornerstone of a successful local SEO strategy. It involves identifying and targeting the specific search terms and phrases that potential customers in your area use to find businesses like yours. By optimizing your website and online profiles with these local keywords, you can improve your visibility in search results, attract more qualified traffic, and drive local customers to your business.
This guide will walk you through the process of conducting effective local keyword research, the tools you’ll need, and the best practices for incorporating these keywords into your SEO strategy.
Why Local Keyword Research is Important
Local keyword research helps your business appear in search results when users perform location-based searches like “restaurants near me” or “plumber in [city].” These local search queries often indicate high purchase intent because users are looking for services they need right away. By identifying the exact keywords your audience is searching for, you can optimize your content to rank higher and attract more potential customers.
There are several key reasons why local keyword research is essential for your local SEO strategy:
1. Capture High-Intent Searches
Local searches are typically performed by people who are ready to take action—whether that’s visiting a store, booking a service, or making a purchase. By targeting local keywords, you can ensure that your business is visible to users who are actively looking for what you offer in your area. This not only drives more traffic to your website but also increases your chances of converting those visitors into customers.
2. Outrank Competitors in Local Search Results
With the growing importance of local SEO, competition for local search rankings is fierce. Businesses that invest in local keyword research and optimization are more likely to outrank competitors in Google’s Local Pack, Google Maps, and organic search results. By understanding the specific keywords your competitors are targeting, you can craft a more effective strategy to gain an edge.
3. Improve Visibility in Mobile Searches
The majority of local searches are conducted on mobile devices, with users often searching for nearby businesses while on the go. Optimizing for local keywords ensures that your business shows up in mobile search results, particularly for “near me” searches. These queries often display a map and the Local Pack, which can drive foot traffic and increase brand awareness.
How to Conduct Local Keyword Research
Conducting local keyword research involves several steps, from brainstorming keyword ideas to analyzing search volume and competition. Here’s how to get started:
1. Start with Your Services and Location
Begin your keyword research by listing the products or services you offer and the locations where you serve customers. This will help you create a foundation for your local keyword strategy. For example, if you’re a plumber in Chicago, you might start with basic keywords like:
- “plumber in Chicago”
- “emergency plumber Chicago”
- “Chicago plumbing services”
- “pipe repair in [specific neighborhood]”
By combining your services with location-specific terms, you can build a list of core keywords that are relevant to your business and target audience.
2. Use Keyword Research Tools
Once you have a basic list, use keyword research tools to expand your keyword ideas and find valuable insights, such as search volume and competition levels. Some of the most effective tools for local keyword research include:
- Google Keyword Planner: This free tool allows you to find keywords based on your industry and location. You can see average monthly search volumes and get keyword suggestions tailored to your business.
- Google Trends: This tool helps you identify trending keywords in your area and shows how search volume for specific terms has changed over time. You can compare different keywords and filter results by location.
- SEMrush or Ahrefs: These are paid tools that provide in-depth keyword research, including local keyword data, search volume, keyword difficulty, and competitor analysis. You can also analyze the keywords your competitors are ranking for in local search results.
- Ubersuggest: This tool generates keyword ideas based on your seed keywords and shows important metrics like search volume, keyword difficulty, and cost per click (CPC). It also provides location-based suggestions.
3. Focus on Long-Tail Keywords
For local SEO, long-tail keywords are especially valuable because they tend to be more specific and have less competition than broader, high-traffic keywords. Long-tail keywords typically contain three or more words and may include phrases like “affordable dentist in [city]” or “best Italian restaurant near me.”
Long-tail keywords not only help you rank for more targeted queries but also capture users who are further along in the buying process. These users are often closer to making a decision, which means they’re more likely to convert when they find your business in search results.
4. Include Location Modifiers
Local keyword research should always incorporate location-based modifiers, which are keywords that include specific locations such as cities, neighborhoods, or even landmarks. For example, instead of targeting a generic keyword like “pizza delivery,” you would target “pizza delivery in Brooklyn” or “best pizza near Central Park.”
By adding geographic terms to your keywords, you can signal to Google that your business is relevant to searchers in that particular area. This increases your chances of appearing in Google Maps and local search results.
Analyzing and Choosing the Right Local Keywords
Once you’ve compiled a list of potential keywords, it’s time to analyze them to determine which ones will be most effective for your local SEO strategy. Here’s how to assess and choose the best local keywords:
1. Search Volume
One of the key metrics to consider when choosing keywords is search volume, which indicates how many people are searching for a particular term each month. While it’s important to target keywords with a decent search volume, don’t focus solely on high-traffic keywords. Long-tail and lower-volume keywords can still be valuable, especially if they have less competition and higher intent.
Use tools like Google Keyword Planner or SEMrush to find the monthly search volume for each keyword and compare them to your competitors.
2. Keyword Difficulty
Keyword difficulty refers to how hard it is to rank for a particular keyword based on the competition. Keywords with high difficulty scores are often dominated by well-established businesses or directories like Yelp or TripAdvisor. It’s a good idea to target keywords with medium or low difficulty, especially if you’re just starting with local SEO.
SEMrush, Ahrefs, and Ubersuggest provide keyword difficulty scores that can help you assess the competition level for each keyword.
3. Search Intent
Understanding search intent is crucial when choosing local keywords. Search intent refers to the reason behind a user’s query—whether they’re looking for information, making a purchase, or finding a local service. Make sure your keywords align with user intent and target queries that indicate a strong likelihood of conversion.
For example, keywords like “buy flowers in [city]” or “book a hotel in [city]” show high intent and are likely to drive customers ready to make a purchase. In contrast, keywords like “how to fix a faucet” may have a lower chance of converting unless you offer DIY services.
How to Implement Local Keywords in Your SEO Strategy
Once you’ve identified the best local keywords for your business, it’s time to implement them across your website and online profiles. Here are some best practices for optimizing your content with local keywords:
1. Optimize On-Page Elements
Make sure your local keywords are included in key on-page SEO elements, such as:
- Title Tags: Incorporate your target local keyword in the title tag of each page. For example, “Best Pizza Delivery in [City]” or “Affordable Plumbers in [City].”
- Meta Descriptions: Use location-based keywords in your meta descriptions to improve click-through rates. For example, “Looking for the best pizza in Brooklyn? Call us for fast delivery!”
- Headers (H1, H2, H3): Include your local keywords in the headings throughout your content to improve SEO and guide users through the page.
- URL Slugs: Use your main local keyword in the URL for location-specific landing pages, such as yourwebsite.com/pizza-delivery-chicago.
2. Create Location-Specific Landing Pages
If your business serves multiple locations, create separate location-specific landing pages for each area you serve. This helps ensure that your business ranks for searches in different geographic areas.
For example, if you’re a plumber serving Chicago and its suburbs, you could create landing pages for “Plumbing Services in Chicago,” “Plumbers in Evanston,” and “Plumbers in Oak Park.” Each page should be optimized with the relevant local keywords, NAP information, and localized content.
3. Optimize Your Google My Business Profile
Ensure that the local keywords you’ve identified are reflected in your Google My Business profile. Include these keywords in your business description, services section, and even in Google Posts. Optimizing your GMB profile with local keywords helps improve your chances of ranking in the Local Pack and Google Maps results.
4. Incorporate Keywords in Blog Content
Creating blog posts around local topics is another effective way to use your local keywords. Write articles that are relevant to your area, such as “Top 10 Restaurants in [City]” or “How to Choose the Best Electrician in [City].” This not only helps improve your local SEO but also establishes your business as an authority in your community.
Conclusion
Local keyword research is an essential part of any successful local SEO strategy. By identifying the keywords that your target audience is searching for, and optimizing your content accordingly, you can improve your search engine rankings, attract more local traffic, and convert more customers. Focus on long-tail keywords with geographic modifiers, analyze search volume and competition, and strategically implement these keywords across your website and online profiles to see the best results.
