Keyword research is a crucial part of a thought-out SEO strategy because keywords play a significant role in optimizing content and boosting your position on search engine results pages. Typically, it's the initial step that sets the stage for the entire SEO plan.

Moreover, this research often takes a global approach since the ultimate goal for any website is to show up on results pages for users worldwide and achieve international recognition. However, many don't realize that starting locally is the key to global success. But how can you do this? The answer is simple — focus on local keyword research!

In this blog post, we will explore the importance of local SEO keyword research in more detail and provide actionable tips to help businesses conduct effective research.

What Are Local Keywords?

Local keywords are specific search queries that users input into search engines to find goods, services, or information within a specific geographical area. These keywords typically include the name of a city, town, or even neighborhood, making them particularly useful for businesses targeting a local customer base.

For example, instead of searching for "best Italian restaurant," a user might search for "best Italian restaurant in downtown Chicago," making it a local keyword. Implicit local keywords do not specify a location but rely on search engines' ability to infer local intent, such as "plumbers near me" or simply "plumbers" when the search engine uses the searcher's location to provide relevant local results.

Why Performing Local Keyword Research is Necessary?

Performing local keyword research is essential for any business looking to capture the attention of potential customers in their immediate geographical area. This research enables businesses to understand exactly what their target customers are searching for, allowing them to optimize their online content accordingly. By targeting the right local keywords, businesses can improve their organic visibility on search engine results pages (SERPs), driving more unpaid website traffic, foot traffic, and inquiries.

Local keyword research tools and techniques, such as local keyword rank trackers and local SEO keyword research strategies, help businesses identify both implicit and explicit local keywords. This distinction is crucial for effectively targeting search queries with local intent, whether or not the user specifies a location in their search.

What Makes Local Keyword Research Unique

Local keyword research stands apart from general keyword research due to its focused approach on targeting users based on their specific geographic locations. This distinct methodology is vital for businesses aiming to capture the attention of potential customers within a particular area, making it a cornerstone of any robust local SEO strategy. Here, we delve into the unique aspects of local keyword research.

Geographically Focused Intent

The most defining characteristic of local keyword research is its emphasis on geographically focused intent. Unlike broad keyword research, which may target a global audience, local SEO keyword research zeroes in on users searching for products, services, or information in a specific locality. This could range from a neighborhood to a city or region, incorporating local keyword generators and local keyword tools to pinpoint phrases that include location modifiers such as "near me," city names, or local landmarks.

Importance of Local Search Factors

Google’s algorithms prioritize certain factors when it comes to local searches, including the proximity of the business to the searcher, the relevance of the business’s services to the search query, and the prominence of the business online. Local keyword research leverages these factors by incorporating them into the SEO strategy, using local keyword rank trackers and local SEO keyword research tools to ensure that content is optimized not just for the keywords, but also for Google’s local search criteria.

The Role of Google My Business and Online Reviews

Local keyword research is intricately linked with Google My Business profiles and online reviews. These elements play a crucial role in improving 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. Furthermore, reviews and their content can influence local search rankings, making it essential for businesses to encourage positive reviews that include relevant keywords naturally.

Voice Search Optimization

With the rise of voice search, local keyword research has had to adapt to longer, more conversational search queries. People using voice search are often looking for immediate, local solutions, which means optimizing for phrases that are more natural and question-based, such as "Where is the closest pizza place?" This unique aspect of local keyword research emphasizes the need to understand and implement strategies that cater to voice search behaviors.

The Significance of Mobile Searches

Local searches are predominantly performed on mobile devices, as people on the go look for businesses and services nearby. This mobile-first nature of local searches necessitates optimizing for mobile searchers, ensuring that websites are responsive, load quickly on mobile devices, and feature content that is easy to interact with on smaller screens. Local keyword research must, therefore, take into account the preferences and behaviors of mobile users.

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Use of Hyperlocal Keywords

Local keyword research dives deeper into the granularity of location by employing hyperlocal keywords. These are incredibly specific to small areas or neighborhoods, catering to a highly targeted segment of the audience. Businesses leveraging hyperlocal keyword strategies can effectively compete by appearing in searches that are extremely relevant to a very localized customer base.

Competitive Advantage in Niche Markets

By focusing on local keyword research, businesses can identify niche markets within their locality and tailor their content and offerings to meet the specific needs of these markets. This targeted approach not only improves visibility in search results but also enhances engagement and conversion rates by addressing the specific interests and needs of the local audience.

How to Do Keyword Research for Local Business Listings?

Conducting keyword research for local business listings is essential for any business looking to enhance its visibility and effectively reach its target audience within a specific geographic area. By leveraging local SEO keyword research strategies, businesses can ensure they appear in relevant search queries performed by potential customers nearby. Here's a step-by-step guide to performing thorough local keyword research.

Start with Answering Key Questions

The foundation of effective local keyword research lies in understanding your business and its customers deeply. Begin by addressing several key questions that will guide your research:

• Who are your customers? Understanding your audience's demographics, interests, and behavior will help tailor your keyword strategy to match their search habits.

• What products or services do you offer? Clearly defining your offerings allows you to identify the terms and phrases your potential customers might use to find them.

• Where does your business operate? Knowing your operational area helps in pinpointing location-specific keywords that are crucial for local visibility.

• What might customers type into a search engine to find your services in your area? Anticipate the search queries based on your business type, services, and location.

Prepare Initial Suggestions for Local Keywords

Using the insights gathered from the previous step, create an initial list of local keywords. This list should include terms and phrases that accurately describe your business, products, and services, combined with local modifiers such as city names, neighborhood names, or even "near me." For example, "boutique clothing store in downtown Boston" or "emergency plumber near me" are specific local keywords that could drive targeted traffic to your site.

Utilize Google Keyword Planner and Keyword Surfer

To refine your list and understand the search volume and competition for your chosen keywords, utilize tools like Google Keyword Planner and Keyword Surfer. These tools offer valuable data on keyword popularity, search trends, and related terms, which can help in prioritizing your keywords based on their potential to attract relevant traffic.

• Google Keyword Planner provides insights into search volumes and competition levels and suggests additional related keywords. This information is crucial for selecting keywords with a realistic chance of achieving high rankings.

• Keyword Surfer is a free Chrome extension that shows estimated search volumes directly in Google search results, making it easier to evaluate the popularity of your keywords as you browse.

Selection Criteria for Effective Local Keywords

When finalizing your list of local keywords, apply the following selection criteria to ensure they are effective in driving targeted traffic and conversions:

1. Relevance: Choose keywords that accurately reflect your business offerings and match the intent of your potential customers.

2. Search Volume: Prioritize keywords with a healthy search volume to ensure enough people are looking for the terms you plan to target.

3. Competition: Consider the competition level for each keyword. Sometimes, targeting less competitive, niche keywords can yield better results.

4. Local Intent: Ensure the keywords have a strong local intent, indicating that searchers are looking for businesses or services within a specific area.

5. LSI Keywords: Incorporate LSI keywords related to your primary terms to improve content relevance and search engine understanding of your page's context.

Exploring Industry-Related Local Keywords

To ensure your local SEO efforts bear fruit, it's crucial to delve into industry-related local keywords. This means identifying terms and phrases that not only reflect your business’s offerings but also incorporate geographical specifics that potential customers are likely to use when searching for services or products in your area. A thorough understanding of both your industry's jargon and your target audience's search behavior is essential.

For example, if you're a dental practice in Phoenix, instead of merely targeting "dental services," focus on "cosmetic dentistry Phoenix" or "emergency dental care Phoenix." Utilizing local SEO keyword research tools can provide insights into the specific terms used within your industry in relation to your location, enhancing the relevance and reach of your online content.

Use Keyword Modifiers

Keyword modifiers are words or phrases added to your main keywords to create a long-tail keyword with specific local intent. These modifiers can include location names, service specifics, or any other detail that narrows down the search query's focus. Using modifiers like “best,” “affordable,” “reviews,” or “near me” in conjunction with your primary keywords can significantly increase your visibility in local searches. For instance, “affordable Italian restaurant downtown LA” or “best auto repair near me” are modified keywords that can attract more qualified local traffic to your site. This strategy not only targets users with more specific search intents but also competes more effectively in a crowded market by focusing on particular niches within your industry.

Consider Keyword Intent

Understanding the intent behind search queries is pivotal in selecting the right local keywords for your business. Keyword intent can be informational, navigational, transactional, or commercial investigation. Each type of intent requires a different approach to content and keyword optimization. For local businesses, focusing on transactional and commercial investigation intents can be more beneficial as these intents indicate a readiness to engage in services or make a purchase. 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.” By aligning your keywords with the correct user intent, you can create content that meets your audience's needs at the right moment.

Implicit vs. Explicit Local Keywords

The distinction between implicit and explicit local keywords is crucial for fine-tuning your local SEO strategy. Explicit local keywords are those that directly mention a location within the search query, such as “flower shop in Greenwich Village.” These keywords are straightforward in targeting users searching for services in specific locales. Implicit local keywords, however, do not contain geographical modifiers but still have local intent, relying on search engines to infer the searcher’s location based on other signals, like “flower shop nearby” or simply “flower shop.” Optimizing for both types of keywords allows businesses to capture a broader audience segment — from those who specify their search area to those who expect search engines to do the geographical targeting for them.

Advanced Strategies for Keyword Discovery

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

Find Relevant Local Keywords

The first step in advanced local keyword research is to find keywords that are not only relevant to your business but also have a strong local intent. Utilize local keyword research tools and local keyword generators to identify terms that your target audience is using to search for products or services in your area.

This might include combining your services or products with location-specific terms, such as "organic grocery stores in Upper East Side" or "emergency HVAC repair in San Diego." The goal is to compile a comprehensive list of keywords that reflect the unique aspects of your offerings and the specific needs of the local market.

Check Local Metrics and Competitors’ Rankings

Once you have a list of potential local keywords, the next step is to evaluate their effectiveness by checking local metrics and analyzing competitors’ rankings. Tools like Google Keyword Planner and SEMrush can provide insights into search volumes, keyword difficulty, and the competitive landscape for your chosen keywords within your specific geographic area. Analyzing competitors’ rankings for these keywords can also reveal gaps in their strategies that you can exploit. By understanding which keywords are driving traffic to their sites and how they are ranking for those terms, you can adjust your own strategy to compete more effectively.

Map Your Keywords to URLs

Mapping your selected local keywords to specific URLs on your website is a critical component of an effective local SEO strategy. This process involves assigning each keyword to a relevant page where the content directly addresses the search query associated with that keyword. For instance, a keyword like "best Italian restaurant in Downtown LA" should be mapped to a page that showcases your restaurant's menu, location, and customer reviews. By ensuring that each page is optimized for a specific set of local keywords, you can improve your site's relevance and authority for those searches, leading to better rankings and increased traffic.

Bonus Tip: Optimize Your Google Business Profile

Your Google Business Profile (formerly Google My Business) plays a pivotal role in local SEO, making it crucial to optimize it with your local keywords. Ensure that your business name, address, and phone number (NAP) are accurate and consistent across all online listings. Incorporate your local keywords into your business description, services, and posts to enhance your profile's relevance for those terms. Encourage satisfied customers to leave reviews mentioning specific services or products, as these can also contribute to your local keyword strategy. Regularly updating your profile with fresh content and photos can further signal to Google that your business is active and relevant to local searchers.

Best Keyword Research Tools for Local SEO

Local SEO is pivotal for businesses aiming to capture the attention of customers within their geographic area. Effective local SEO begins with meticulous keyword research, leveraging the right tools to uncover terms that your target audience is searching for locally. Here are the best keyword research tools tailored for local SEO.

Google Keyword Planner

Google Keyword Planner remains a fundamental tool for local SEO keyword research. Its comprehensive data on search volumes, competition levels, and geographic targeting make it invaluable for identifying local keywords. By inputting location-specific parameters, businesses can discover exactly what local customers are searching for, tailoring their SEO strategies to meet these needs.

SEMrush

SEMrush offers an extensive suite of SEO tools, including powerful capabilities for local keyword research. Its Keyword Magic Tool allows for detailed local keyword analysis, providing insights on search volumes, keyword difficulty, and competitive density. SEMrush's unique selling point is its ability to offer localized search trends and performance metrics, enabling businesses to fine-tune their local SEO efforts.

Moz Local

Moz Local is designed specifically for improving local search engine visibility. It provides features for tracking local rankings, managing listings, and optimizing your local SEO strategy. Moz Local's keyword suggestions are based on real-world search data, offering insights into the local search terms that are driving traffic in specific geographic areas.

Ahrefs

Ahrefs is another comprehensive SEO tool that excels in keyword research, including local SEO. Its Keywords Explorer provides detailed search volume data, question keywords (great for voice search optimization), and newly discovered keywords, which can be crucial for tapping into emerging local search trends.

Localo

Localo specializes in optimizing your Google Business Profile, which is a critical component of local SEO. It offers tools for keyword analysis that help improve your business's visibility in local search results. By analyzing competitors and providing keyword suggestions, Localo helps businesses identify opportunities to outrank their local competition.

BrightLocal

BrightLocal is a specialized tool for local SEO, offering features such as Local Search Rank Checker and Google My Business Audit. These tools help businesses understand their local search performance and discover local keywords that can drive targeted traffic. BrightLocal's insights into local search rankings and competitor analysis make it a go-to tool for local businesses.

Ubersuggest

Neil Patel's Ubersuggest provides keyword suggestions, search volume data, and insights on SEO difficulty. Its local keyword research capabilities are bolstered by offering localized search volume data, helping businesses target the most relevant keywords for their local SEO campaigns.

How to Use Your Competition in Your Local Keyword Research

Leveraging your competition in local SEO keyword research is a savvy strategy for understanding the local search landscape and identifying opportunities to improve your visibility. By analyzing the keywords for which your competitors rank, you can gain insights into what might work for your business and uncover gaps in their strategies that you can exploit. Here’s how to effectively use your competition to enhance your local keyword research efforts.

Identify Your Competitors

Begin by identifying who your local competitors are. These can be businesses offering similar products or services within the same geographic area. Use local search queries related to your business to see which companies appear in the search results and Google Maps listings. Pay attention to both direct competitors and those that may only partially overlap with your offerings, as they can provide valuable keyword insights.

Analyze Competitors’ Keywords

Once you have identified your competitors, use tools like SEMrush, Ahrefs, or Ubersuggest to analyze the keywords they are ranking for. Look for patterns in their keyword strategy, such as specific local modifiers (e.g., city names or neighborhoods) they target, services they emphasize, or LSI keywords they incorporate. This analysis can reveal valuable keywords that are driving traffic to their sites, which you may not have considered.

Examine Their Content and SEO Strategies

Beyond just the keywords, examine your competitors' content and overall SEO strategies. Look at their website structure, blog posts, FAQs, and service pages to see how they incorporate local keywords into their content. Understanding the context in which they use these keywords can provide clues on how to better optimize your content and perhaps identify underutilized keyword opportunities.

Monitor Their Google My Business Listings

Google My Business (GMB) listings are a goldmine for local keyword research. Review your competitors' GMB listings to see which categories they are listed under and read through their business descriptions and customer reviews. Often, customers will mention specific services or attributes (e.g., "best gluten-free pizza in Boston") that can serve as valuable keyword insights.

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Use Local Keyword Gap Analysis

Conduct a keyword gap analysis to compare your website’s keyword performance against your competitors’. Tools like SEMrush offer a Keyword Gap feature that allows you to see which keywords your competitors are ranking for that you are not. This analysis can help you identify missed opportunities and areas where you can potentially outrank them by creating targeted content or optimizing existing pages.

Learn from Their Successes and Mistakes

Finally, use your competitors’ successes and mistakes as learning opportunities. If a competitor ranks well for a specific keyword, analyze why they are successful. Is it due to high-quality content, strong backlinks, or effective on-page optimization? Conversely, if competitors are ranking poorly for certain keywords, it might indicate that those keywords are either highly competitive or not effectively addressed by their content.

How to Track Local Keyword Rankings

In the realm of digital marketing, understanding and optimizing for local SEO is paramount for businesses aiming to capture the attention of their nearby audience. Local keyword rankings play a crucial role in this process, offering businesses a direct pathway to increased visibility, engagement, and ultimately, conversions from local searches. This comprehensive guide delves into the nuances of local SEO keyword research, providing strategies for effectively tracking and enhancing your local keyword positions.

Understanding Local SEO Keyword Research

At its core, local SEO keyword research involves identifying the specific terms and phrases that potential customers in your vicinity use when searching for products or services similar to yours. This process not only uncovers the keywords you should be targeting but also offers insights into the local consumer behavior, enabling you to tailor your online presence to meet their needs more effectively.

Key Aspects to Consider:

• Implicit vs. Explicit Local Keywords: Local searches can be categorized into two types - implicit and explicit. Implicit searches are those where the user expects local results without specifying a location (e.g., "plumbers"), while explicit searches include a geographical location or terms like "near me" in the query.

• Local Keyword Popularity and Intent: Understanding the search volume and intent behind local keywords is critical. High-volume keywords can drive significant traffic, but their true value is realized when aligned with the user's intent - be it informational, navigational, or transactional.

Tracking Local Keyword Rankings

1. Choose the Right Tools: Utilize local keyword rank tracking tools that offer detailed insights into your position on SERPs for targeted local searches. Tools like Google's Keyword Planner, SEMrush, Moz Local, and Local Rank Tracker by Localo provide a good starting point, offering analytics tailored to local SEO.

2. Monitor and Analyze Competitor Keywords: Keep an eye on your competitors' keyword strategies. Understanding which keywords they rank for can reveal gaps in your own strategy and opportunities to capture additional local search traffic.

3. Regularly Update Your Local SEO Strategy: Local search trends can change rapidly. Regularly reviewing and updating your keyword list ensures you're always targeting the most effective terms. This involves adding new keywords, phasing out low-performing ones, and adapting to shifts in local search behavior.

4. Integrate Keywords Naturally: Once you've identified the best local keywords for your business, incorporate them naturally into your website's content, meta tags, and listings on local directories and Google My Business. Remember, relevance and user experience should always be your priority.

5. Leverage Local Reviews and Social Signals: Encourage satisfied customers to leave positive reviews mentioning specific services or products along with your location. These reviews not only boost your local search presence but also include natural variations of your target keywords.

Measuring Success

Effectively tracking your local keyword rankings requires setting clear, measurable goals. Whether it's improving rankings for specific keywords, increasing local search traffic, or boosting conversions from local visitors, having specific targets in place allows you to measure your progress and adjust your strategy as needed.

What Words Not to Use in Local Keyword Selection

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. In the meticulous process of selecting keywords for local SEO, certain types of words or phrases might not yield the desired impact on your local search performance. This guide delves into the types of words to steer clear of during local keyword selection, drawing insights from leading industry sources.

Nationwide or General Keywords

When focusing on local SEO, incorporating keywords that are too broad or generic can lead to missed opportunities in targeting your specific local audience. Nationwide keywords such as "online courses" or "men's shoes online" lack the geographical specificity required to attract local search traffic. These general terms can place you in a vast, competitive pool, reducing your chances of standing out in local searches. Instead, focus on incorporating geographic identifiers into your keywords, like "online courses in Tampa" or "men's shoes store downtown Boston," to hone in on local searchers.

Overly Broad Service Keywords

Keywords that broadly describe your services without any local qualifiers may not effectively capture the intent of local searchers. For instance, terms like "plumbing services" or "law firm" are too general and may not resonate with users seeking specific local solutions. It's crucial to pair your service offerings with local identifiers or phrases that local customers are likely to use, such as "plumbing services in Queens, NY" or "law firm near Miami Beach."

High-Competition Keywords Without Local Modifiers

Targeting high-competition keywords without adding local modifiers can be an uphill battle for local businesses. While it's tempting to aim for generic, high-traffic keywords, the lack of local specificity can make it difficult to rank well in local search results. Keywords like "best Italian restaurant" or "top dental clinics" should be refined to include local terms, transforming them into "best Italian restaurant in Austin" or "top dental clinics in North Seattle," to effectively target local audiences.

Irrelevant Local Phrases

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. Keywords should not only include local terms but also accurately reflect the nature of your business and the services or products you offer. Misleading or irrelevant local phrases can decrease the quality of your traffic and negatively impact user experience.

Jargon or Overly Technical Terms

Using industry jargon or overly technical terms that your local audience may not understand can hinder your local SEO efforts. While it's important to demonstrate expertise, ensure that your keyword strategy employs language that is accessible and frequently used by your target customers. Replace complex terms with simpler alternatives or common phrases that local customers might use to search for your services.

Concluding Thoughts on Local SEO Keyword Research

The process of local SEO keyword research is a foundational element that dictates the trajectory of a business's visibility in local search results. This meticulous endeavor not only enhances a brand's digital footprint in specific geographic locales but also bridges the gap between the services offered and the local audience's needs.

Local SEO keyword research is an indispensable part of a broader digital marketing strategy. Its ability to connect businesses with their local audience, enhance online visibility, and drive targeted traffic is unparalleled. By embracing the complexity, continuously adapting strategies, and leveraging the right tools, businesses can unlock the full potential of local SEO to achieve sustainable growth and success in their local markets.

Frequently Asked Questions (FAQs)

In this section, we address some common questions and concerns about Local SEO keyword research

How often should local keyword research be updated to stay competitive?

Local keyword research should be reviewed and updated quarterly to adapt to changing market trends, consumer behaviors, and competitor strategies, ensuring your SEO remains competitive and effective.

Can local keyword research benefit businesses without a physical storefront?

Yes, businesses without a physical storefront can benefit from local keyword research by targeting local audiences looking for online services or products, enhancing visibility and attracting local online traffic.

How to balance the use of broad versus hyperlocal keywords to optimize reach and relevance?

To balance reach and relevance, use a mix of broader local keywords for general visibility and hyperlocal terms to target specific areas or neighborhoods, optimizing content for both broad and niche audience segments.