Local keyword research helps businesses connect with nearby customers by identifying the search terms they use when looking for local products or services. Here’s why it matters and how to get started:
- Why It’s Important:
- 30% of all mobile searches are location-based.
- Searches with "near me" have grown by 500%.
- 78% of local searches lead to a purchase.
- How to Do It:
- List your services and target locations.
- Use tools like Google Keyword Planner and SEMrush to find local search terms.
- Add location-specific modifiers (e.g., "dentist in Chicago").
- Analyze competitors to find keyword gaps.
- Create location-specific pages and optimize your Google Business Profile.
Keyword Research Example for Local SEO (Step by Step)
Map Your Business Offerings and Target Locations
Before diving into keyword tools and research strategies, it’s crucial to start with a clear understanding of what your business offers and where you serve customers. This foundation will guide every keyword decision you make. Once you’ve clarified your offerings and target areas, you’ll be ready to explore local keyword research tools and tactics.
Pinpoint Your Core Products, Services, and USPs
Start by listing all your products and services. Think about how customers might describe them in their own words. For instance, while a roofing company might advertise "roof repair", potential customers could search for terms like "leak fixes", "storm damage restoration", or "emergency roof services."
Your unique selling points (USPs) can also be turned into keyword opportunities when paired with location-based terms. For example, if you’re the only 24-hour plumber in your area or you specialize in eco-friendly cleaning solutions, these distinctions can match the way people search for services.
Consider your ideal customer and the specific language they might use when looking for solutions to their problems. A pest control company catering to families with young children might focus on keywords such as "safe pest control" or "child-friendly extermination." Building a detailed customer profile can help you identify the exact phrases your audience uses.
Don’t forget to highlight any special features of your service. Whether you offer free estimates, same-day service, or cutting-edge equipment, these details can inspire valuable local keyword ideas.
Define Your Target Service Areas
Your service area plays a key role in determining which location-based keywords you should focus on. For service area businesses, this can mean targeting a broader region, but it’s important to stay realistic. Avoid extending your service area beyond a manageable range – typically no more than a two-hour drive.
When setting up your Google Business Profile, you have the option to select up to 20 service areas based on cities or ZIP codes. Choose these carefully, focusing on areas where you currently serve customers and where you’d like to grow.
For each service area, create dedicated location pages with tailored content that speaks to the unique characteristics of that area. For example, a landscaping company might notice that suburban customers search for "lawn maintenance", while urban customers look for "small space gardening" or "rooftop landscaping."
Encouraging reviews from customers in different service areas can also boost your local presence. Ask customers to mention both the service they received and their location in their reviews – this helps build a strong local reputation.
Incorporate Local Modifiers in Your Keywords
Local modifiers connect your services to your geographic reach. These can include city names, neighborhoods, landmarks, ZIP codes, and even terms like "near me."
Think about all the ways people might refer to your location. For instance, in Austin, Texas, a customer might search for "Austin restaurants", "ATX dining", "South Austin eateries", or "restaurants near the UT campus." Including these local variations, such as abbreviations or well-known landmarks, can make your keywords more relevant.
You can refine generic keywords by adding local terms. For example, "Thai restaurant" becomes "Thai restaurant San Francisco", immediately signaling local relevance to search engines.
If your business operates in multiple locations, map specific keywords to individual location pages. For example, an auto repair shop in a downtown area might focus on "quick oil change during lunch", while a suburban branch could target "family car maintenance."
Don’t overlook seasonal or event-based keywords. A catering company, for instance, might use terms like "wedding catering near [local venue]" or "corporate lunch delivery in [business district]" during peak seasons. Using tools to refine these localized keywords can help capture the specific intent behind local searches.
Tools and Methods for Local Keyword Discovery
Once you’ve defined your service areas and offerings, it’s time to dig into the keywords your local audience is actually searching for. A mix of free and paid tools can help uncover these local keyword gems.
Tools for Local Keyword Research
Free Tools That Deliver Big Insights
- Google Keyword Planner: A favorite starting point, this tool provides search volume data straight from Google. While the results often show ranges instead of exact numbers, it’s still a reliable way to gauge how often specific terms are searched in your target area. You’ll need a Google Ads account to access it, but it’s free to use.
- Google Trends: This tool highlights seasonal and regional keyword trends, helping you spot local opportunities as they arise.
- Ubersuggest: A handy tool for discovering long-tail keyword variations and getting basic search estimates – perfect for finding niche terms that other tools might miss.
Paid Tools for Advanced Insights
If you’re ready to invest in professional tools, several options offer deeper insights into local keyword performance:
- SEMrush ($119.95–$449.95/month): Known for its competitor analysis and keyword rankings, it’s great for seeing what’s working for similar businesses in your area.
- Ahrefs ($99–$999/month): Offers detailed local search volume data, keyword suggestions, and backlink tracking to refine your local SEO strategy.
- Moz Keyword Explorer ($99–$599/month): A solid choice for tracking local keywords and monitoring their performance over time.
- BrightLocal: Designed specifically for local SEO, this tool includes features like local rankings tracking and citation management. Pricing is flexible, making it accessible for smaller businesses.
SearchX‘s Free Audit Tools
SearchX offers free resources to get a snapshot of your current performance. The Free GMB Audit Tool evaluates your Google Business Profile, identifying areas for improvement. Similarly, the Free Website Audit Tool provides a quick technical and content-based analysis, helping you discover keyword gaps where competitors might be outperforming you.
"Local keyword research helps your business appear for the exact terms potential customers use in your area."
– Andrew Shum, Head of SEO at SeoProfy
With these tools ready, it’s time to explore Google’s built-in suggestions for even more keyword ideas.
Find Keywords Through Google Suggest and Related Searches
Google’s search features are a treasure trove for discovering what real people are searching for in your area. Best of all, they’re completely free.
Use Google Autocomplete
Start by typing your main keywords into Google and pay attention to the autocomplete suggestions. For instance, if you own a plumbing business in Denver, search for "plumber Denver" and note phrases like "plumber Denver emergency", "plumber Denver cheap", or "plumber Denver reviews." Experiment with terms like "best", "cheapest", or "closest" to uncover high-intent keywords that signal customers are ready to act.
Check Out "People Also Ask"
Scroll down to the "People Also Ask" section in search results. These questions reflect real queries from users and can reveal opportunities you might not have considered. For example, searching "dentist Chicago" might show questions like "What dentist accepts Medicaid in Chicago?" or "Which Chicago dentist is open on weekends?" Each of these can be turned into a targeted keyword or content idea.
Explore Related Searches
At the bottom of Google’s search results, the "Related searches" section provides additional keyword ideas tied to your original query. These often include local variations you might have overlooked.
Sterling Sky’s 2023 research on "near me" and "nearby" terms showed that optimizing for this language can improve organic rankings. Interestingly, most "near me" searches happen on desktop rather than mobile devices.
Dive Into Competitor Reviews and Social Media
Check out reviews on your competitors’ Google Business Profiles to see the phrases customers use. Google’s "Place Topics" feature can highlight recurring themes. Social platforms like Facebook, Reddit, and local forums are also goldmines for understanding how people talk about your industry, often leading to keyword ideas that reflect actual local language.
Filter and Prioritize Keywords
After gathering a list of keywords, it’s time to refine them. Not all keywords are created equal – your focus should be on those that align with your business goals and have the potential to convert.
Relevance Is Key
Eliminate generic terms that don’t fit your business. For example, a fine dining restaurant shouldn’t target "cheap eats" even if it has high search volume. Make sure your keywords align with your services and match the intent of local customers.
Balance Volume and Realistic Opportunities
While high search volume is tempting, it’s not always the best target. A keyword with 1,000 monthly searches that you can rank for is far more valuable than one with 10,000 searches where ranking is unlikely. Start with low- to moderate-difficulty keywords to build your local authority.
Focus on Conversion Potential
The ultimate goal is to drive results. A keyword that brings 50 visitors who convert is worth more than one that attracts 500 visitors who bounce. Consider seasonal trends too – tax preparation services, for instance, might prioritize different keywords in January compared to July.
Keep in mind that about 78% of local searches lead to a purchase, and roughly 80% result in conversions. Long-tail keywords often provide the best opportunities. While "restaurant" might have massive search volume, a specific phrase like "family-friendly Italian restaurant with outdoor seating in downtown Portland" is more likely to convert – and easier to rank for.
"Growth isn’t about more eyes – it’s about reaching the right eyes."
– Tom Niezgoda, CMO & Co-founder @ Surfer
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Analyze Competitors and Search Intent
Understanding your competitors’ strategies and why people search for specific terms offers a twofold advantage: it helps you pinpoint valuable keywords and grasp the motivations behind customer searches. This approach not only guides your SEO efforts but also aligns them with customer expectations.
Conduct a Competitor Analysis
Your competitors have already tested strategies in your local market, making their efforts a treasure trove of insights. By analyzing their successes and oversights, you can refine your approach and seize untapped opportunities.
Identify Your Real Competitors
Start by searching for your target keywords and listing the top 10 organic competitors. These aren’t necessarily the same as your direct business competitors – they’re the ones dominating search results for your chosen terms.
"Keep your friends close, and your competitors closer when it comes to local SEO – examining their strategies can reveal untapped opportunities."
– Connor Wilkins, CMO, Direction.com
Once you’ve identified these key players, add their websites to tools like Ahrefs or SEMrush to dig deeper into their SEO strategies.
Analyze Their Keyword Strategies
Look at the keywords your competitors rank for but you don’t – a process known as keyword gap analysis. This helps you spot opportunities to expand your reach.
Don’t overlook their Google Business Profiles. Check the keywords they use in their business descriptions, categories, and services. This can reveal additional local keyword opportunities many businesses ignore.
Study Their Content and On-Page SEO
Examine the type of content your competitors create around key terms. Are they focusing on service pages, blog posts, or location-specific landing pages? Pay attention to their page titles, headers, and how they structure their content.
Additionally, review their backlinks and directory listings. Tools like Ahrefs and SEMrush can show you which sites are linking to them, offering potential leads for your own outreach efforts.
Understand Search Intent Behind Local Keywords
Not all keywords serve the same purpose. Understanding the intent behind searches allows you to create content that resonates with users and drives conversions.
The Four Types of Search Intent
Local searches typically fall into these categories:
- Informational: Questions like "How to fix a leaky faucet" or "Best pizza toppings."
- Navigational: Searches like "Home Depot near me" or "Tony’s Pizza downtown."
- Commercial: Queries such as "Best plumber in Chicago" or "Top-rated dentist reviews."
- Transactional: Action-oriented searches like "Emergency plumber Chicago" or "Book dentist appointment online."
To decode user intent, study the search engine results pages (SERPs) for your target keywords. For example, if service pages dominate the results, the intent is likely transactional. If blog posts or guides are prevalent, the intent is informational. Features like "People Also Ask" sections or suggested bids in Google Ads can also provide clues about user preferences and buying intent.
High bounce rates from search referrals in your analytics could mean your content isn’t meeting the expected intent. Use this data to refine your approach and better align with user needs.
Apply Competitor Insights
Once you’ve gathered insights from competitor analysis and search intent, it’s time to put them into action.
Fill the Content Gaps
Identify areas your competitors have missed. For example, if they focus heavily on service pages but neglect blog content, this could be your chance to attract more traffic by addressing informational queries.
"Analyzing your competitors’ strategies can be a goldmine for your own local keyword research. It’s like peeking into their playbook to see what works and where you can outshine them."
– Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest
Prioritize Based on Business Value
Focus on keywords that align with your business goals. Consider factors like search volume, user intent, and the potential value of the leads generated.
Optimize Existing Content
Use competitor insights to improve your current pages. If competitors rank well for specific keywords, analyze their use of local modifiers, the depth of their content, and how effectively they match user intent. Adjust your content to better meet these benchmarks.
Leverage Advanced SEO Tools
Tools like SEMrush can help you classify keywords by intent – navigational, informational, commercial, or transactional. This makes it easier to see which competitors are targeting specific intents and where you can step in.
"Competitive keyword analysis is a fundamental aspect of any SEO strategy. By both understanding and implementing this process, businesses can leverage their competitors’ insights, enhance their own content strategy, and ultimately secure higher-quality traffic."
– Andrew Zarudnyi, SEO and Content Marketing Expert, Editor, and Webinar Host at SE Ranking
Organize and Prioritize Your Local Keyword List
Once you’ve gathered insights from competitor analysis and identified search intent, the next step is to organize that data into a clear, actionable keyword strategy. A well-structured keyword list is essential – it lays the groundwork for content creation, performance tracking, and scaling your local SEO efforts.
Group Keywords by Themes and Locations
Organizing keywords logically ensures you avoid overlap and cover all relevant areas. The goal is to structure your keywords in a way that reflects your business and aligns with how potential customers search.
Start with Service-Location Combinations
Create a service-location matrix that pairs your main offerings with geographic terms. For instance, if you’re a dentist in Chicago, you might create groups like “emergency dental Chicago,” “dentist Lincoln Park,” or “dental cleaning near Navy Pier.” This systematic approach helps you target all relevant combinations without leaving gaps.
Use Search Radius and Theme-Based Clusters
Sort keywords based on how far customers typically travel for your services. For example:
- Immediate searches: within 1–2 miles
- Local area searches: within 5–10 miles
- Regional searches: 20+ miles
Additionally, group keywords by themes such as services, products, or customer needs. A law firm might create clusters like “personal injury,” “family law,” or “business litigation,” each paired with relevant location terms. This method not only boosts visibility but also ensures your content resonates with local search patterns. For example, a retail chain with hundreds of locations saw an 85% increase in organic traffic after adopting this structured approach.
Assign Keywords to Specific Pages
Each keyword cluster should map to a specific page, whether it’s an existing one or a planned addition. This prevents keyword cannibalization and ensures every term has a clear optimization target. For example, create dedicated pages for specific geographic clusters or service categories, rather than relying on generic content with minor tweaks for different locations.
Once your keyword groups are in place, focus on aligning them with your business goals.
Prioritize Keywords to Align with Business Goals
Not all keywords are created equal. Prioritize the ones most likely to bring valuable traffic and conversions.
Balance Search Volume with Ranking Difficulty
Start with long-tail keywords that have lower competition but strong local intent. These terms often have fewer than 1,000 monthly searches but offer higher conversion rates and are easier to rank for. As your site gains authority, you can expand to moderate-volume keywords (1,000–10,000 searches) and eventually tackle high-volume terms (10,000+ searches).
Focus on Commercial and Transactional Intent
Keywords that signal buying intent or immediate service needs should take precedence. Phrases like “emergency plumber,” “book appointment,” or “near me” searches tend to convert better than informational queries. While informational keywords can help establish authority, transactional terms often drive direct results.
"Growth isn’t about more eyes – it’s about reaching the right eyes." – Tom Niezgoda, CMO & Co-founder @ Surfer
Consider Local Market Trends
Pay attention to keywords that align with your community’s interests and search habits. A term with moderate search volume but strong local relevance can outperform high-volume keywords that don’t resonate locally. Look for opportunities tied to local events, seasonal patterns, or community-specific phrases.
Evaluate Business Value
Rank keywords by their potential to generate revenue. For instance, a keyword driving 100 searches for a high-value service could be more impactful than one generating 1,000 searches for a low-margin offering. Factor in average transaction values and profit margins when prioritizing.
Maintain and Update Your Keyword List
A well-organized keyword list is only effective if it stays current. Local search trends shift frequently due to algorithm updates, seasonal changes, and evolving customer behavior. Regular updates are crucial to staying competitive.
Set a Review Schedule
Establish a routine for monitoring and refining your keyword list:
- Weekly: Check core local keywords and Google Business Profile metrics for sudden changes.
- Monthly: Analyze ranking trends and competitor activity.
- Quarterly: Remove underperforming terms and add new opportunities.
Respond to Trigger Events
Significant changes – like opening a new location, launching a new service, or a major search algorithm update – should prompt immediate updates to your keyword strategy.
Track Key Metrics
Monitor metrics like click-through rates (CTR), conversion rates, and revenue attribution. This helps you identify which keywords deliver real business value versus those that simply drive traffic.
Adapt to Seasonal Trends
Adjust your focus based on seasonal demand. For example, emphasize “snow removal” in winter and “lawn care” in spring. Including these adjustments in your maintenance schedule ensures you capture timely opportunities.
Real-world examples underline the importance of this approach. An auto dealer group doubled its local visibility after restructuring 50 location pages with market-specific keyword groups and tailored local content. This demonstrates the power of consistent organization and optimization in boosting local search performance.
Conclusion and Next Steps
Local keyword research is the cornerstone of connecting your business with your community. The strategies outlined in this guide provide a clear path to understanding how local customers search and what they expect from your business.
Key Takeaways from Local Keyword Research
Effective local SEO starts with knowing your service areas and understanding customer intent. By tailoring your offerings to specific locations and using local modifiers strategically, you can reach potential customers exactly when they’re ready to make a purchase. Competitor analysis can help you identify gaps in your strategy and uncover what’s already working in your market. Organizing your keywords by themes and locations gives you a structured plan for content creation and optimization. For instance, 46% of all searches have local intent, highlighting the importance of this approach.
"SEO success isn’t [measured by] a single metric, but rather [about how you’re] achieving your business goals. Instead of looking at each metric as a stand-alone indicator of success, we look at how each facet of your SEO strategy feeds into your overarching business goals." – Nanette Taripe, Demand Generation Technical SEO Specialist
With these insights, it’s time to move from planning to action.
Next Steps for Businesses
Start using your keyword research to engage local audiences effectively. Transform your keyword list into targeted content that aligns with local search intent. Develop service pages, articles, and FAQs that address specific customer needs while incorporating the local terms you’ve identified.
Focus on optimizing your website’s on-page elements. Add local keywords to title tags, meta descriptions, headers, and alt text. This makes it easier for search engines to recognize your local relevance and improves your chances of appearing in local search results.
Take advantage of your Google Business Profile. Fill out every section thoroughly, include local keywords in your business description, upload high-quality photos, share regular updates, and encourage customer reviews. Considering that 78% of local-mobile searches lead to offline purchases, an optimized profile can significantly boost foot traffic.
Ensure your business is listed in key local directories with consistent NAP (Name, Address, Phone) details across all platforms. Consistency reinforces your local presence and credibility.
Create location-specific landing pages with unique content for each area you serve. Write local blog posts about events, tips, and guides to establish your business as a trusted local resource. Additionally, work on earning backlinks from other local websites to strengthen your authority.
For instance, a local business that applied these strategies experienced noticeable growth in website traffic and conversions.
To track your progress, use tools like Google Analytics and Search Console to monitor keyword rankings and conversion rates. Review your keyword performance at least twice a year to adapt to changing market trends.
FAQs
How can I use location-specific keywords to boost my local search rankings?
To boost your local search rankings, make sure to incorporate location-specific keywords into your strategy. This involves adding geographic details like city names, neighborhoods, zip codes, or even nearby landmarks to your primary keywords. For instance, instead of just saying "coffee shop", you might use phrases like "coffee shop in Brooklyn" or "coffee shop near Times Square."
You can take it a step further by adding modifiers such as "best", "top-rated", or "affordable" alongside the location details. This approach helps you target users with clear search intent. For example, someone searching for "best pizza in Chicago" or "affordable plumbers in Austin" is likely ready to take action. By combining local details with descriptive terms, you’ll not only improve your visibility in local search results but also attract the right audience in your area.
What are the most common mistakes businesses make when choosing their local SEO target areas?
One mistake businesses often make is going after keywords that are too broad or generic, which don’t align with the needs of their local audience. This approach can hurt your visibility and lead to minimal engagement from potential customers in your area.
Another issue is neglecting to fully optimize service area pages or overlooking smaller, highly relevant local regions. When you fail to emphasize your business’s connection to these specific areas, you risk limiting your presence in local search results and missing out on potential nearby customers.
To do well in local SEO, prioritize precise, location-specific keywords and make sure your service area pages are customized to highlight the communities you serve.
How can I choose the best keywords to attract local customers and meet my business goals?
To attract local customers and align your keywords with your business goals, start by focusing on user intent – what your potential customers are searching for and how it connects to your products or services. Research terms your audience is likely to use when looking for businesses like yours in your area. Using long-tail keywords can be especially effective since they tend to address specific needs and often lead to higher conversion rates.
You should also take a closer look at the keywords your competitors are targeting. Tools like Google Analytics can help you monitor user behavior and understand which terms are driving results. Evaluate each keyword based on its ability to bring meaningful outcomes, such as more traffic, better leads, or increased sales. Focus on keywords that not only rank well but also align directly with your business goals.
