Conducting Effective Local Keyword Research for Your Business

Local keyword research is a crucial step in creating a successful online presence for your business. It helps you understand what people are searching for in your area and how you can tailor your content to meet their needs.

According to Google's Keyword Planner tool, 46% of searches have local intent, indicating that people are actively looking for businesses like yours in their area. This is a significant opportunity for you to reach potential customers and drive sales.

To start your local keyword research, identify your business's target location and industry. Use online tools like Google My Business to determine the most relevant keywords for your business.

Local keyword research is the process of identifying specific search queries that users input into search engines to find goods, services, or information within a specific geographical area.

These search queries typically include the name of a city, town, or even neighborhood, making them particularly useful for businesses targeting a local customer base.

Local keywords can be explicit, specifying a location, or implicit, relying on search engines' ability to infer local intent.

For example, a user might search for "best Italian restaurant in downtown Chicago" or simply "plumbers near me" to find relevant local results.

Local SEO keywords are crucial to consider when creating your action plan, analytics, and marketing content if you want to increase the visibility of your local business.

By understanding what local keywords are, you can tailor your online presence to match the search queries of your target audience, improving your chances of getting found online.

Performing local keyword research is essential for any business looking to capture the attention of potential customers in their immediate geographical area.

Local keyword research enables businesses to understand exactly what their target customers are searching for, allowing them to optimize their online content accordingly.

You must keep your hand on the pulse and monitor whether your business is still visible to your potential customers as the market or customers' needs and competitors' actions change.

Local SEO for words that are not searched by users, or don't match your business, would make no sense.

Almost half of all searches conducted on Google have local intent, and 28% of local searches result in a purchase within 24 hours.

Local keywords are targeting a smaller subset of the global population, making them less competitive than non-local keywords.

88% of local searchers call or visit the business within a day, so targeting those local searchers can increase your chances of getting new customers.

Here are some key benefits of performing local keyword research:

Implicit local intent is also considered, where a search doesn't explicitly mention a location, but the user is looking specifically for results near them. Google uses a variety of factors to determine local intent, including the type of business, the searcher's location, and search history.

To understand local search intent, it's essential to recognize the difference between implicit and explicit local searches. Explicit local keywords directly specify a location or include terms like "nearby" that make it obvious the user is searching by location. Examples include "Los Angeles dentist", "Chicago Italian restaurant", and "coffee shops near me."

Implicit local keywords, on the other hand, don't specify a location or include terms that suggest a location-based search. However, it's still evident that the user is searching for nearby services or products. For instance, when someone types "dentist" or "coffee shops" in search engines, it's hard to believe they want to drive cross-state just to drink a cup of coffee.

Here's a breakdown of the two types of local searches:

By understanding local search intent, you can create content that meets your audience's needs at the right moment. For example, a user searching for "buy organic coffee beans in Boulder" is likely in a different stage of the customer journey than someone looking for "what are organic coffee beans."

Local keyword research is a crucial step in local SEO, and the right tools can make all the difference. Google Keyword Planner is an excellent starting point, allowing you to find relevant keywords, assess search volumes, and get suggestions for new keywords to target.

You can also use SEMrush, which offers a range of local keyword research features, including keyword gap analysis to compare your website's keywords with your competitors. Ahrefs is another comprehensive tool that provides valuable insights for local keyword research, including keyword explorer to find relevant local keywords by filtering results based on location.

To get started, you can use the free Google Keyword Planner to search keywords by country, territory, region, or city. For a more in-depth keyword research experience, SEMrush's Keyword Magic Tool is a great option, providing additional keyword detail and ideas for more keywords.

To do keyword research effectively, start by identifying your seed keywords, which are short, generic phrases most relevant to your business. For example, "French bakery" is a seed keyword for a French bakery.

Use tools like Google Keyword Planner or SEMrush's Keyword Magic Tool to analyze each keyword for local intent. Look for location-specific terms within the keyword itself, such as "dentist in Miami" or "coffee shops in Chicago."

Check the search results for local business websites, review sites, or local directories. If the majority of the search results are from local businesses or resources, it's a good sign that the keyword has local intent.

To find explicit local keywords, add your location modifiers from step one to the "Include keywords" filter. Then, select the "Any keywords" option and find relevant keywords for your business.

To find implicit local keywords, move your location modifiers from the "Include keywords" filter to the "Exclude keywords" filter. Then, filter keywords with local intent using advanced filters, such as selecting "Local pack" under "SERP Features."

Avoid using industry jargon or overly technical terms that your local audience may not understand. Instead, use language that is accessible and frequently used by your target customers.

Here are some tools you can use for local keyword research:

Social media sites are a crucial part of your local SEO strategy, and they're often overlooked. You can optimize your social media sites for local search by adding your location.

Your location field is a key place to include your local keywords. This is where you can specify your business address. For instance, a law firm's Google Business description includes location information.

Your business description on social media and listing sites is another important place to incorporate your local keywords. This can help you rank for relevant searches and give potential customers a better idea of what you offer.

Here are some key places to include your local keywords on social media sites:

Competitor analysis is a crucial step in developing a comprehensive local search strategy. By examining how your competitors rank for local keywords, you can identify gaps in their approach and seize opportunities they may have missed.

To conduct a competitor analysis, start by using Google to search for a local keyword phrase relevant to your business. Find your competitors who rank in the top three results on the SERP. If you're physically not in the location where your business operates, use a tool like I Search From to see the search engine results for the location you select.

By analyzing your competitors' local keyword rankings, you can gain valuable insights into which local keywords drive local organic traffic. Exclude any search terms that include their brand names, as these are generally not relevant to your local search strategy.

Online reviews can significantly influence local search rankings, and it's essential for businesses to encourage positive reviews that include relevant keywords naturally.

Reviews with targeted local SEO keywords can improve a business's visibility in local search results.

Accurately categorized Google My Business listings, peppered with targeted local SEO keywords, enhance the chances of appearing in relevant local searches.

Businesses should make it a priority to collect reviews that naturally include relevant keywords to boost their local search rankings.

Analyzing your competitors is a crucial step in developing a comprehensive local search strategy. By examining how your competitors rank for local keywords, you can identify gaps in their approach and seize opportunities they may have missed.

Competitor analysis helps you understand who you're competing with for space online and reveals what terms people in your area are searching for. You can use tools like SEMrush, Ahrefs, or Ubersuggest to analyze the keywords your competitors are ranking for.

It's essential to examine your competitors' content and SEO strategies, looking at their website structure, blog posts, FAQs, and service pages to see how they incorporate local keywords into their content. This can provide clues on how to better optimize your content and perhaps identify underutilized keyword opportunities.

To conduct competitor analysis, start by searching for a local keyword phrase relevant to your business on Google. Find your competitors who rank in the top three results on the SERP. You can also use a tool like I Search From to see the search engine results for a specific location.

Here are some key metrics to look for when analyzing your competitors' keyword strategy:

These metrics can help you identify keywords you can target and benchmark your local SEO efforts against your competitors.

By comparing your website's performance on search engine results pages (SERPs) to competitors' websites, you can gain valuable insights into which local keywords drive local organic traffic.

To conduct effective local keyword research, it's essential to apply the right selection criteria. This includes choosing keywords that accurately reflect your business offerings and match the intent of your potential customers.

Relevance is key, so prioritize keywords that have a strong local intent, indicating that searchers are looking for businesses or services within a specific area. Consider the competition level for each keyword, as targeting less competitive, niche keywords can yield better results.

To get started, use tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant local keywords and analyze search volumes. Filter results based on location to get more accurate data for your specific area.

Here are the key selection criteria to keep in mind:

Navigating the realm of local SEO keyword research involves not just identifying the right keywords to enhance your visibility in local search results but also understanding which terms may not effectively contribute to your local SEO goals.

Misleading or irrelevant local phrases can decrease the quality of your traffic and negatively impact user experience, as incorporating local phrases that are not directly related to your business or services can lead to a mismatch between your content and what local searchers are looking for.

Incorporating keywords that are too broad or generic can be just as ineffective, making it difficult to attract relevant traffic to your website.

Reviewing your competitors' Google My Business listings can help you identify which categories and keywords are most relevant to your business and services, and what terms to avoid.

Certain types of words or phrases might not yield the desired impact on your local search performance, such as keywords that are not directly related to your business or services.

General keyword research is a broad approach that helps you understand the terms people use to describe companies, products, or services like yours. It's ideal for businesses operating nationally or globally.

Local keyword research, on the other hand, focuses on understanding how people search for companies, products, or services in a specific geographic area. This approach is crucial for businesses targeting local customers.

The key difference between general and local keyword research lies in keyword structure. General keywords are often broad and location-agnostic, such as "best coffee beans" or "floss picks." In contrast, local keywords include location-specific terms, like "best coffee shop in Miami" or "dentist near me."

To identify local keywords, you need to find the exact location-specific keyword modifiers your audience uses in their searches. This requires analyzing local metrics and competitors' rankings to understand which keywords drive traffic to their sites and how they rank for those terms.

Here's a comparison of general and local keyword research:

By understanding the differences between general and local keyword research, you can tailor your keyword strategy to meet the needs of your business and target audience.

Measuring success in local keyword research is crucial to understanding whether your strategy is working. Effectively tracking your local keyword rankings requires setting clear, measurable goals.

Having specific targets in place allows you to measure your progress and adjust your strategy as needed. This could be improving rankings for specific keywords, increasing local search traffic, or boosting conversions from local visitors.

To measure local keyword success, look for increased organic visits. You can find this information in Google Analytics to see how many people are coming to your website right from the search engine. If you're getting more organic traffic, it's a pretty sure bet that your keyword strategy is working.

You can also use Google Analytics to see if there are any increases in overall traffic to your website. Additionally, you can use a keyword tool like Ahrefs to track keyword-specific performance. Enter your website URL or specific pages on your site and see which keywords it's ranking for.

Here are some ways to measure local keyword success:

It's essential to focus on other areas of local SEO, such as your Google Business Profile, reviews, and website structure. Being the best local keyword researcher in the world won't do you any good if your website isn't up to snuff.

Local keyword research can be a fun journey to discovering the perfect blend of words and phrases that will have potential customers clicking to your site.

Start by listing out your core products or services, and then build out your list with more specific keywords and phrases.

List out the area(s) you serve, as this will help you target your local SEO efforts.

You can use tools like Google Keyword Planner or Semrush to expand your list of specific keywords.

A free Semrush account gives you 10 searches in this tool per day, or you can use the link to access a 14-day trial on a Semrush Pro subscription.

The Keyword Magic Tool shows you keyword data like search volume and keyword difficulty.

The higher the search volume, the more people can find your business if you rank for that term.

However, since many businesses use high-volume keywords, competition for them is usually high.

Finding a balance between meaningful search volume and achievable keyword difficulty is key.

Here's a simple 6-step process to help you get started:

By following these steps, you'll be well on your way to performing effective local keyword research for your business.

Start by creating a simple spreadsheet to save your local keywords. This will keep them organized and allow you to easily analyze them to make informed decisions for your SEO strategy.

Use a spreadsheet template, such as the free keyword research template, to get started. It's a good idea to track specific keyword data, including monthly searches, cost per click (CPC), keyword difficulty, relevance, and trend.

Create a target keyword list based on their relevance to your products or services. For example, if you're doing dental SEO, you might have separate groups for teeth cleaning, dental implants, and orthodontic treatments.

Group your keywords into categories, such as main target keywords, specific services or products, and question-based keywords. This will help you identify the most relevant and high-priority search terms for your business.

Here's an example of how you can structure your local keywords:

By structuring your local keywords effectively, you can create dedicated service pages for your core offerings, optimizing each page for the most relevant local keywords.

Focusing on local keyword research can help businesses identify niche markets within their locality and tailor their content and offerings to meet the specific needs of these markets.

By leveraging advanced strategies for keyword discovery, businesses can uncover valuable opportunities to connect with their target audience more effectively. These strategies go beyond basic keyword identification, offering a more nuanced approach to optimizing your online presence for local searches.

Competitive advantage can be achieved in niche markets by focusing on local keyword research and tailoring content to meet the specific needs of the local audience.

To dominate local markets, businesses need to leverage local SEO keyword research and uncover opportunities to connect with their target audience. This requires a more nuanced approach to optimizing online presence for local searches.

By addressing the specific interests and needs of the local audience, businesses can improve visibility in search results, enhance engagement, and boost conversion rates.