How To Find Local Keywords For SEO

Local keywords help businesses connect with customers in specific areas by targeting search terms that include geographic details like city names or "near me." Here’s how to find and use them effectively:

• Understand Local Search Intent: Keywords fall into three categories: direct location (e.g., "dentist Chicago"), implied location (e.g., "coffee shops near me"), and service area (e.g., "lawn care Upper East Side").
• Build Local Keyword Lists: Combine services or products with location-specific terms like city names, neighborhoods, or ZIP codes (e.g., "plumbing in Sedona" or "car wash near Griffith Park").
• Use Keyword Tools: Tools like Semrush, Moz Pro, or Ahrefs can help identify local search terms with data on search volume and competition.
• Analyze Competitors: Study top-ranking local competitors to find gaps and opportunities in their keyword strategies.
• Optimize Website Content: Place local keywords in meta tags, headings, and content naturally. Ensure your business info (name, address, phone) is consistent across platforms.
• Adapt for Voice and Mobile Search: Include conversational, question-based keywords (e.g., "who’s the best dentist near downtown Seattle") and target "near me" searches for mobile users.
• Track and Update Keywords: Use tools like Google Search Console to monitor performance and refresh keywords every 3–6 months to reflect trends and customer needs.

Quick Stats:

• 46% of Google searches have local intent.
• 72% of local searchers visit a business within 5 miles.
• 76% of mobile users who search locally visit a business the same day.

How To Do Keyword Research for Local SEO (Step-by-Step)

Step 1: Local Search Intent Basics

Getting a handle on local search intent is key to picking the right keywords that link your business to nearby customers. When people look for local businesses or services, their searches often include clues that search engines use to prioritize results.

Local Search Intent Categories

Local search queries generally fall into three types, depending on how they reference location:

These categories reflect how users search differently, and the numbers back it up: 80% of consumers search online multiple times a week to find nearby businesses ^[3]. Even more telling, 32% of people perform local searches daily ^[3]. This makes it clear why optimizing for these search patterns is a must.

Checking Local Intent in Search Results

To see if your chosen keywords align with local search intent, take a close look at the search engine results pages (SERPs). Here’s what to watch for:

• Local Pack Results: A map with three business listings.
• Business Listings: Directories and reviews for local companies.
• Location-Specific Content: Articles or pages tailored to certain areas.
• Local Business Websites: Websites for businesses serving the searched location.

The growing role of local intent is highlighted by the fact that 76% of people use voice search weekly to find nearby businesses ^[3].

Here’s how you can analyze search results for local intent:

• Look for Local Features: Study SERP elements like maps and top-ranking pages with local relevance.
• Pay Attention to User Language: Notice location-based terms in search suggestions.
• Spot Local Signals: Check for address details or other location-specific information.

Even when searches don’t explicitly mention a location, many general business queries imply local intent. Understanding these patterns sets the stage for creating targeted local keyword lists in the next step.

Step 2: Creating Local Keyword Lists

Building effective local keyword lists means combining business-related terms with location-specific modifiers. This strategy helps attract local search traffic and connect with nearby customers.

Adding Location Terms to Keywords

Here’s a breakdown of useful keyword structures:

It’s important to think about all possible variations, such as:

• Combining city names with business types
• Using service terms paired with locations
• Linking product categories to specific areas
• Including landmarks or well-known spots near your business

Targeting Specific Neighborhoods

Focusing on individual neighborhoods requires a good understanding of the local area. Here are some tips:

Local Landmarks: Reference nearby attractions, parks, or notable buildings. For instance, a car wash might target phrases like "car wash near Griffith Park" or "car detailing on Sunset Boulevard" ^[5].

Regional Identifiers: Pay attention to how residents describe their area. For example, in New York City, people might use:

• Official neighborhood names
• Common local nicknames
• Abbreviations for districts
• Popular intersections or streets

ZIP Code Targeting: Including postal codes in your keywords is especially effective for service-oriented businesses. It captures highly specific searches and often reflects strong purchase intent.

For example, a bakery in Austin could use keywords like "wedding cakes in Austin" or "artisan bread near Austin" ^[6]. Up next, we’ll look at tools that can help refine and validate these keyword lists.

Step 3: Local Keyword Research Tools

Finding the right keywords for local SEO can feel like searching for a needle in a haystack. Thankfully, research tools make this process much easier by providing accurate search volume data and insights tied to specific locations.

Best Local Keyword Tools

When it comes to local keyword research, not all tools are created equal. Below is a comparison of some of the most effective options, along with their pricing:

These tools stand out for their ability to deliver location-specific search volumes, insights into competitor strategies, and even data on mobile and voice search trends. With 32% of consumers using mobile devices daily for local searches ^[3], choosing the right tool can make all the difference in understanding these behaviors.

Now, let’s take a closer look at how SearchX’s local keyword tools are designed to deliver actionable insights for businesses targeting specific areas.

SearchX Local Keyword Tools

SearchX offers a set of tools tailored for local keyword research, combining precision and ease of use. Here’s what makes them stand out:

• Custom Location Targeting: Pinpoint relevant keywords for specific neighborhoods or cities.
• Google Business Profile Integration: Sync your data for seamless local SEO management.
• Real-Time Search Volume Tracking: Stay updated with the latest trends in your area.
• Competitor Keyword Analysis: Uncover what nearby competitors are targeting.

A 2024 case study revealed that businesses using SearchX saw a 38% improvement in performance thanks to strategic local keyword implementation ^[3]. To get the most out of these tools, focus on keywords that reflect clear local intent and have reasonable competition. For instance, neighborhood-specific phrases or "near me" searches – terms that have grown by over 80% year over year ^[2] – can open up opportunities that larger competitors often miss.

Step 4: Local Competitor Research

Take a closer look at what your competitors are doing with local keywords to uncover opportunities you might be missing.

Finding Competitor Keywords

Start by identifying your top local competitors and analyzing their strategies:

• Spot the top local players: Search for your primary local keywords on Google and note which businesses consistently rank at the top.
• Examine their content strategy: Dig into their website structure. Pay attention to meta tags, header organization, internal linking, and the local themes they focus on in their content.
• Check their Google Business Profile: Look at how they present themselves. Key areas to review include:
  • Business categories
  • Keyword usage in their descriptions
  • How often they post updates
  • Their engagement in the Q&A section

Specialized tools can help you dive deeper into competitor keywords and strategies:

Using these insights, you can pinpoint local keyword opportunities your competitors might be leveraging.

Finding Unused Local Keywords

Once you’ve reviewed your competitors’ strategies, focus on identifying keywords they might have missed:

• Perform a keyword gap analysis: Look for keywords your competitors rank for but you don’t. Pay special attention to terms where their rankings are weak (like on page 5 or beyond) ^[9].
• Drill down into neighborhoods: Create content that targets specific neighborhoods or districts in your service area. For instance, a coffee shop might optimize for terms like "craft coffee in [neighborhood name]" or "artisanal coffee shop near [district]."
• Leverage local events and landmarks: Use keywords tied to community events or popular local sites to attract a more engaged audience.
• Track emerging trends: Keep an eye on new developments, such as upcoming community initiatives or growing business districts, to identify fresh keyword opportunities.

One creative example comes from a local bookstore that launched a "Neighborhood Spotlight" series. They interviewed local residents about their favorite books and reading habits. This not only helped them rank for untapped keywords but also strengthened their connection to the community ^[8].

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Step 5: Selecting and Using Local Keywords

Choosing Keywords by Performance

When picking the right keywords, it’s all about understanding their performance. Metrics like CTR (click-through rate), search volume, conversion rate, competition, and local intent match can help you figure out which terms will drive the best results. Here’s a quick breakdown:

Focus on keywords that show clear local intent. For instance, a phrase like "emergency plumber downtown Chicago" might not have massive search volume, but it could lead to more conversions than a broad term like "plumbing services."

"Content that is the most SEO-friendly doesn’t rely on repeating tons of keywords. Instead, it naturally mentions a few target terms, while providing excellent value to your audience." – Cass Polzin, Marketing Strategist & Copywriter

Once you’ve identified your keywords, the next step is weaving them into your website in a way that feels natural and user-friendly.

Adding Keywords to Your Website

To rank well on search engines while keeping content engaging, you need to place your keywords strategically and naturally. Here’s how:

Meta Tags and URLs

• Write title tags under 60 characters, making sure to include your main local keyword.
• Keep meta descriptions under 160 characters, blending location terms naturally.
• Create clean, easy-to-read URLs that include location keywords (e.g., /services/chicago/emergency-plumbing).

Content Placement

• Use keywords moderately – don’t overstuff your content.
• Add location-based terms to headings (like H1 and H2) when it makes sense.
• Incorporate local keywords naturally into your opening paragraphs.
• Pair location terms with service-specific phrases (e.g., "water heater repair in Boston").

Local Business Information

• Double-check that your NAP (Name, Address, Phone) details are consistent across your site.
• Include information specific to neighborhoods you serve.
• Add location-specific schema markup to help search engines understand your business better.

Step 6: Voice and Mobile Search Keywords

Voice Search Keywords

Voice search is changing the way people find local businesses. Unlike traditional text searches, voice queries are more conversational and natural. When choosing keywords for voice search, focus on phrases that sound like everyday speech.

Here’s a quick comparison of how different search types work for local businesses:

To optimize your content for voice search, keep these tips in mind:

• Use question-based keywords: Include terms like what, where, how, and when to match the way people ask questions.
• Emphasize local intent: Add neighborhood names or nearby landmarks to your keywords.
• Write conversationally: Use phrases that mimic how people talk.
• Incorporate time-sensitive terms: Keywords like "open now" or "available today" can capture immediate needs.

Since voice search often overlaps with mobile usage, it’s important to also tailor your strategy for mobile searches.

Mobile Search Optimization

Mobile search takes local intent to the next level, with users often looking for instant results. In fact, 76% of mobile users who search for something nearby visit a business within a day ^[11]. This makes understanding mobile search behavior critical.

"Mobile SEO is a speed date with Google – you’ve got to load fast, look clean, and speak structured data. Remember, Google doesn’t rank mobile sites – it ranks mobile experiences. Prioritize speed, scroll behavior, and semantic clarity." – Kurt Fischman, Principal at Growth Marshal ^[12]

Here’s how to optimize local keywords for mobile:

• Target "Near Me" Searches
  Searches like "[service] near me" have exploded in popularity, growing by 900% ^[12]. Examples include:
  • "[service] near me"
  • "closest [business type]"
  • "[product] nearby"
• Focus on Local Intent
  Use keywords that reference specific neighborhoods, landmarks, or distance-based phrases to make your content more relevant.
• Blend Voice and Mobile Strategies
  With mobile users being three times more likely to use voice search ^[13], combine approaches by:
  • Using location-based question phrases
  • Including operational hours
  • Adding action-oriented terms like "book", "reserve", or "order"

"Site performance is critical. The speed of your site is critical on mobile and Google, in particular, uses the performance metrics for your website as a big factor on how you rank in results. Focus on the CLS and load times. Optimize graphics by using image optimization tools. This can have a huge impact." – Laurie Williams, Founder at Trumpet Marketing ^[12]

With 82% of smartphone users searching for local businesses ^[10], a well-thought-out mobile keyword strategy is essential to capture users who are ready to act on their searches.

Step 7: Measuring Keyword Results

Once you’ve carefully chosen and implemented local keywords, the next step is to evaluate how well they’re performing and adjust based on market dynamics.

Local Ranking Tools

Effectively tracking local keyword performance is essential, and there are several tools that can help. Since the Google Map Pack attracts 70% of clicks ^[18], keeping an eye on both map pack and organic rankings is critical.

Here’s a quick comparison of tracking methods:

To get the most out of your tracking efforts:

• Integrate Google Business Profile Insights with Looker Studio via API to access up to 18 months of data ^[7].
• Use Google Search Console’s location filters to analyze performance in specific regions ^[15].
• Continuously monitor both map pack and organic rankings within your service area.

"GA4 is a great data collection tool. GA4 is not a great reporting tool." – Dana DiTomaso, GA4 Expert ^[7]

For example, the business Optyk Nowakowie Radom improved its Google Business Profile ranking from 35th to the top 10 by leveraging these insights ^[17].

Tracking is just the beginning. To stay ahead, regularly update your keywords to reflect changing trends and customer needs.

Updating Keywords for Trends

Keeping local keywords up-to-date is vital to remain competitive, especially with shifting market trends, seasonal changes, and competitor strategies.

Here’s how often you should refresh different aspects of your local SEO:

"Local SEO humanizes and brings local businesses closer to their target audience in an increasingly globalized, digitalized, and competitive business context." – Anthony Guilhem, President, Momentumm Digital ^[19]

For instance, a bakery following this strategy saw a 40% boost in website traffic from local searches and a 25% increase in online orders ^[14].

To maintain keyword relevance, focus on these actions:

• Keep an eye on seasonal trends.
• Review competitor keyword strategies every quarter.
• Update content to align with local events.
• Refresh local directory listings quarterly.
• Analyze customer reviews to uncover new keyword opportunities.

Given that 99.9% of people read online reviews before making a purchase decision ^[16], incorporating keywords from reviews into your strategy can significantly enhance your local search visibility.

Conclusion: Local Keyword Success

To dominate your local market, mastering local keyword research is non-negotiable. With over 46% of searches showing local intent and 88% of mobile users taking action within 24 hours, the opportunity is massive ^[1].

Here’s where to focus your efforts:

To simplify this process, tools like SearchX’s local SEO platform – discussed earlier – can help refine your keyword research, optimize content, and improve internal linking for local audiences ^[20].

Boost your local visibility by integrating these strategies:

• Review Rankings: Monitor keyword performance monthly and conduct deeper reviews quarterly to identify new trends and opportunities.
• Update Content: Refresh your website with trending local keywords every three to six months.
• Optimize Listings: Ensure your business information is accurate and consistent across all platforms.
• Use Visuals: Add high-quality images – businesses with photos see 42% more requests for directions and 35% more website clicks ^[4].

With 80% of consumers going online multiple times a week to find local businesses ^[3], staying on top of local search trends is critical. By understanding search behavior and keeping your strategy fresh, you’ll maintain visibility and drive growth in your local market.

FAQs

How can I track the performance of my local SEO keywords effectively?

To keep tabs on how well your local SEO keywords are performing, it’s important to focus on metrics that show both visibility and engagement. Start by checking your rankings in local search results, particularly in the Google Local Pack. This is a key area that can have a big influence on your website traffic. There are plenty of tools out there specifically designed for tracking local SEO, which can give you a clear picture of how often your business shows up in relevant searches.

Next, dive into tools like Google Analytics and Google Business Profile insights to analyze website traffic and user behavior. These platforms can help you figure out if your keywords are actually bringing in visitors and leading to conversions. Also, pay attention to customer feedback – ratings and reviews can not only point out areas where you can improve but also strengthen your visibility in local searches.

By regularly reviewing these metrics, you’ll be able to fine-tune your strategy and keep your local SEO efforts on track.

What mistakes should I avoid when using local keywords on my website?

When incorporating local keywords into your website, steer clear of keyword stuffing – the practice of cramming too many keywords into your content in a way that feels forced or unnatural. This approach not only makes your content less appealing to readers but can also damage your search engine rankings. Instead, aim to weave keywords naturally into well-written, relevant content that genuinely serves your audience.

Don’t forget to keep your Google Business Profile (GBP) fully optimized and regularly updated. Leaving your GBP incomplete or outdated can weaken your local SEO efforts and cause you to miss out on valuable connections with potential customers. By prioritizing these elements, you can strengthen your local SEO strategy and build a stronger online presence.

How does voice search influence local keyword strategies, and how can I optimize for it?

Voice search is reshaping the way businesses approach local keyword strategies, putting a spotlight on natural, conversational phrases. Instead of typing short queries like "pizza NYC", users are now asking more specific, location-based questions such as, "What’s the best pizza place near me?" To keep up, it’s essential to prioritize long-tail keywords that mirror everyday speech patterns.

On top of that, make sure your website is mobile-friendly and offers clear, straightforward answers to common questions. This not only enhances user experience but also increases the likelihood of your business being featured in voice search results. Optimizing for voice search has become a must for staying ahead in local SEO.

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