Local keyword research helps businesses target searches with local intent, like "dentist in Chicago" or "coffee near me." It’s about identifying the terms people in your area use to find services. Unlike general keyword research, local keyword research focuses on location-specific queries to attract nearby customers who are ready to act.
Here’s why it’s essential:
- Higher Conversion Rates: 78% of local searches lead to conversions.
- Better Visibility: Helps businesses rank in local search results, Google Maps, and the local 3-pack.
- Qualified Traffic: Targets users actively looking for services in your area.
Key Steps:
- Understand Your Audience: Identify customer language, needs, and the areas you serve.
- Leverage Google Business Profile: Use search queries and insights to find trending local terms.
- Expand Keywords: Include service-specific terms with local modifiers (e.g., "emergency plumber in Boston").
- Refine with Tools: Use tools like Google Keyword Planner and Google Autocomplete to analyze search volume and competition.
- Analyze Competitors: Check their keywords, content, and profiles for ideas.
- Evaluate Keywords: Focus on terms with strong local intent and conversion potential.
By following these steps and regularly updating your strategy, you can improve your local SEO efforts and attract more high-quality leads.
How to Prepare for Local Keyword Research
Know Your Business and Audience
Start by getting a solid grasp of your business basics. Think about your core products and services from the perspective of your customers. For instance, while a law firm might officially offer "personal injury representation", potential clients are more likely to search for terms like "car accident lawyer" or "slip and fall attorney."
Be specific about your target areas. Identify the neighborhoods, suburbs, or regions you serve. For example, a plumbing company might cater to areas like Lincoln Park, Wicker Park, and Logan Square – each representing its own set of keyword possibilities.
Dive into customer interactions, like emails, calls, or support tickets, to understand how they naturally describe their needs. A roofing contractor might notice that customers frequently say "roof leak" instead of "roof repair" or use "storm damage" rather than "weather-related repairs."
Don’t forget to review customer feedback on platforms like Google, Yelp, or Facebook. These reviews often highlight the words and phrases people use to describe your services, as well as the benefits they value most. This real-world language should form the backbone of your keyword strategy.
Once you’ve nailed down how customers talk about your business and identified your target locations, it’s time to tap into your Google Business Profile for even more specific insights.
Use Your Google Business Profile
Your Google Business Profile is a treasure trove of local search data. The insights section reveals the exact search terms people use to find your business, offering a direct look into what potential customers are typing into Google.
Check out the search queries report in your profile. This breaks down discovery searches (when people look for your type of business) and direct searches (when they search for your business name). Since discovery searches make up 84% of Business Profile views, these terms can provide a clear picture of what your audience is looking for.
Look for trends in the search terms that bring people to your profile. For example, a dental office might notice that "emergency dentist" generates more traffic than "dental office", or that "teeth whitening" is more popular than "cosmetic dentistry."
Your profile insights also highlight geographic patterns in search behavior. You may discover that people are searching from areas you hadn’t initially considered, opening up new opportunities to target those locations.
Pay attention to the questions customers ask through your Google Business Profile. These often mirror common search queries and can inspire new keyword ideas. If several people ask about weekend availability, for example, "weekend dentist" might be a keyword worth targeting.
Track Your Findings
Once you’ve gathered insights from your Google Business Profile and other sources, organize your findings systematically. A simple spreadsheet can help you keep everything in one place, but the key is to stay consistent in how you document your research.
Set up columns for keyword variations, search intent, geographic terms, customer language notes, seasonal trends, and negative keywords. Be sure to note where each keyword idea came from – whether it was a customer review, Business Profile data, or direct feedback.
Use this system to build on what you’ve already learned about your audience. For instance, track seasonal trends in search behavior. A landscaping company might notice that "snow removal" spikes in November, while "lawn care" dominates in the spring.
Keep an eye on competitors, too. Observe the language they use in ads, website content, or social media. This isn’t about copying them but understanding how industry terms are being used and what resonates with your shared audience.
Finally, maintain a list of negative keywords – terms that might seem relevant but don’t align with your business. For example, a fine dining restaurant might want to avoid terms like "cheap eats" or "fast food", even if they pop up in local searches.
Regularly update your spreadsheet as you gather more insights. This document will serve as your go-to resource throughout your keyword research process, helping you stay organized and ensure no valuable data slips through the cracks.
Local Keyword Research Tools
After organizing your initial findings, it’s time to expand your keyword list. Using specialized tools powered by Google, you can uncover local search trends and refine your strategy. Here’s a look at three essential tools to help you zero in on the right keywords.
Google Keyword Planner
Google Keyword Planner is a go-to tool for discovering new keywords and analyzing search volume in specific areas. While it’s free, having an active Google Ads campaign unlocks more detailed insights.
To get started, log in to your Google Ads account and head to the "Discover new keywords" section. Focus on geo-targeting by setting your location filter to your target area, such as a specific city or metro region.
When entering keywords, stick to broad terms related to your services without adding location-based modifiers. For example, if you own an auto repair shop, start with "auto repair" instead of "auto repair Chicago." This approach broadens your scope and helps you uncover variations and related queries you might not have considered.
Pay attention to search volume ranges to gauge local demand. The competition and bid estimate columns provide additional insights – keywords with higher competition often indicate strong conversion potential for businesses in your niche.
Use the "Refine keywords" feature to filter results into specific categories. For instance, an auto repair shop could narrow results to focus on areas like "brakes", "oil changes", or "transmission repair", revealing niche opportunities within their broader market.
Google Autocomplete and Related Searches
Google Autocomplete is another powerful tool that shows real-time search suggestions based on what users are actively typing. These suggestions are especially helpful for identifying local search patterns.
To get the most accurate results, always search in incognito mode to avoid personalized data influencing your findings. Autocomplete naturally factors in your location, so you’ll see suggestions tailored to your area.
Here are some tips to make the most of Autocomplete:
- Test keyword placement: Move your cursor to different positions within a phrase to discover variations with local modifiers.
- Use the alphabet trick: Add each letter of the alphabet after your keyword to uncover long-tail, location-specific queries.
- Try prepositions: Add words like "near", "with", "for", or "in" after your keywords to reveal new targeting opportunities.
- Ask questions: Use phrases like "how to", "where to", or "why do" before your keywords to identify informational searches with local intent.
Google Business Profile Insights
Your Google Business Profile offers valuable data to complement your keyword research. By reviewing the split between discovery and direct searches, you can pinpoint the specific terms customers use to find businesses like yours.
Discovery searches account for a large majority – often around 84% – of Business Profile views. These searches reveal the exact phrases potential customers type when browsing for services in your industry. For example, a plumbing company might notice that "emergency plumber" drives significantly more traffic than "plumbing services."
Look for unexpected geographic trends in your profile data. These might highlight new areas to target or reveal differences in terminology between neighborhoods.
Pay attention to customer questions on your profile, as these often reflect common search queries. For instance, if multiple customers ask about weekend hours, you might want to target keywords like "weekend plumber" or "open Saturday auto repair."
Also, monitor seasonal patterns in your data. For example, a tax preparation service might see a surge in "tax help" searches in January, while "tax extension" inquiries peak in April. Recognizing these trends allows you to time your keyword strategy and content efforts more effectively.
Step-by-Step Local Keyword Research Process
Using insights from your initial research and your Google Business Profile, you can build a solid local keyword strategy. This process will guide you from brainstorming ideas to analyzing competitors, ensuring your local SEO efforts are well-grounded and effective.
Brainstorm and Expand Keywords
Start with a basic list of keywords that focus on specific services rather than broad terms. For instance, a plumber shouldn’t just target "plumbing." Instead, include detailed services like "water heater installation", "emergency leak repair", or "drain unclogging."
Think like your customers. Avoid industry jargon and focus on the problems they’re trying to solve. For example, someone with a leaking faucet might search for "leaking faucet repair" instead of "plumbing services." Similarly, a restaurant owner might consider terms like "family-friendly dining" or "romantic dinner spot" instead of just "restaurant."
Pay attention to your customers’ language. Look at customer reviews, support tickets, contact forms, or even phone conversations to find the exact words people use to describe your services. These insights are gold for building a keyword list.
Once you have your initial list, use tools like autocomplete and related searches to uncover additional variations. Then, add local modifiers to make the keywords location-specific. For example, a dentist in Austin could target phrases like "Austin family dentist", "dentist near Zilker Park", or "dentist in 78704."
Don’t forget to include descriptive modifiers that highlight specific attributes of your service, such as "24-hour", "affordable", or "emergency." These words can change the intent behind a search and make your keywords more targeted. For example, "emergency locksmith" might be more effective than just "locksmith."
You can also gather insights by running surveys or polls in your community to understand regional terminology better. These unique local phrases can give you an edge over competitors who stick to generic terms.
With your expanded list ready, the next step is refining it with data.
Refine Keywords Using Research Tools
Take your expanded keyword list to tools like Google Keyword Planner to analyze search volume and competition. Be sure to set your location targeting to match your service area – this ensures the data reflects local demand instead of national trends.
Focus on search volume ranges rather than exact numbers, especially if you’re not running Google Ads. Keywords with 100-1,000 monthly searches in your area can often indicate strong opportunities without excessive competition.
High competition levels often signal strong commercial intent, meaning these keywords are likely to convert well. Strike a balance between targeting competitive, high-intent keywords and longer, more specific phrases with less competition.
Use tools to organize your keywords into categories. For example, an auto repair shop might group keywords into "brakes", "oil changes", "transmission repair", and "emergency services." This helps you spot gaps in your content and identify areas where you can stand out.
Filter out irrelevant terms. For instance, if you’re a residential plumber, remove keywords related to industrial services. Similarly, if you don’t offer 24-hour services, avoid targeting those keywords that could create false expectations.
Cross-check your keyword data with seasonal trends. For example, tax preparation services might focus on January through April, while landscaping services peak in spring and summer.
Once you’ve refined your list, it’s time to look at what your competitors are doing.
Analyze Competitors for More Ideas
Identify your local competitors – businesses that operate in the same area and target similar customers. These don’t have to be direct competitors; they could simply be ranking for keywords you want.
Visit their websites to analyze service pages, blog posts, and meta descriptions. Look for keywords they emphasize repeatedly, as this can reveal opportunities you may have missed.
Search for your target keywords and see which competitors consistently appear in the top results. Take note of their content structure and keyword usage to identify gaps you can fill in your own strategy.
Check out their blog posts, FAQ sections, and localized pages. Many businesses create separate pages for different service areas, which can reveal geographic keywords that might work for you.
Examine competitor Google Business Profiles to see how they describe their services and which keywords they highlight. Pay attention to the categories they’ve chosen and the services they feature prominently.
Also, consider related businesses. For example, a general contractor might compete with roofers for "roof repair" keywords, or a marketing agency might overlap with web designers for "website design" terms.
Document everything you find – track which competitors rank for specific keywords and the type of content they’re using. This competitive data will be a valuable resource when you start crafting your own optimized content and fine-tuning your local SEO strategy.
How to Evaluate and Select Local Keywords
Once you’ve compiled and refined your keyword list through research and competitor analysis, the next step is narrowing it down to the ones that matter most. This selection process is what separates successful local SEO efforts from wasted time and resources. By carefully evaluating keywords, you can ensure your strategy aligns with actual customer behavior and demand in your market.
Focus on Keywords with Local Intent
Keywords with local intent are those that show a searcher is looking for a business or service nearby. For example, terms like "pizza delivery", "emergency plumber", or "car wash" clearly indicate a need for local services. On the other hand, informational queries like "how to fix a leaky faucet" are less likely to lead to immediate local business engagement.
Pay close attention to keywords that include action-oriented phrases such as "hire", "buy", "book", "schedule", "near me", or "open now." These often signal a strong intent to take action. For instance, "hire wedding photographer" suggests a higher likelihood of conversion compared to a general search like "wedding photography tips."
Adding geographic details to your keywords can also enhance local relevance. Including your city, neighborhood, zip code, or even landmarks – like "dentist downtown Portland" or "plumber near Pearl District" – helps target searchers in your area.
Timing plays a role too. Emergency-related searches like "24-hour locksmith" or "urgent care clinic" reflect an immediate need, while seasonal keywords can generate interest during specific times, such as local events or weather-driven services.
Service-specific keywords are often more effective than broad industry terms. For example, "brake repair" is more precise than "automotive", and "wedding cake baker" directly addresses a specific need compared to "bakery." However, be cautious with keywords that might attract the wrong audience. For instance, "plumbing supplies" could bring in DIY enthusiasts instead of customers looking for professional plumbing services.
Use Metrics to Make Decisions
When evaluating keywords, don’t just chase high search volumes. In local markets, a keyword with moderate search volume can often be more valuable if it aligns closely with your service area and has strong conversion potential.
Look at competition levels using keyword research tools. High competition often signals commercial value but can also mean it’s harder to rank organically. A mix of competitive, high-intent keywords and longer-tail phrases can help you attract quality leads while balancing difficulty.
Cost-per-click (CPC) data can offer insights into a keyword’s potential to convert. Keywords with higher CPCs often indicate stronger conversion potential. Additionally, analyzing seasonal trends can help you plan content and optimize your site for peak periods when certain services are in higher demand.
Keyword difficulty scores can provide an estimate of how challenging it might be to rank for a term. However, local search results often differ from national trends. A keyword that seems competitive on a national level may be much easier to target within your specific area.
Finally, think about the potential lifetime value of customers tied to certain keywords. Sometimes, targeting terms that bring in fewer leads but attract higher-value customers can be more profitable than chasing high-volume, low-value traffic.
Check Keywords Against Customer Language
Your keyword strategy will only succeed if it reflects the way your customers actually speak and search. Reviewing customer communications is a great way to capture the phrases they use to describe their needs.
Customer reviews can also provide valuable insights. Pay attention to recurring phrases like "quick turnaround" or "same-day service", as these might make effective keywords.
Your sales team can be another goldmine of information. They interact directly with customers and often hear the language people use when describing their problems or needs, which may differ from industry-specific jargon.
Regional language differences are important too. For example, some areas say "soda", while others use "pop." Similarly, "yard work" might be more common in one region, while "landscaping" is preferred elsewhere. Recognizing these variations can help you refine your keyword list.
Testing your keywords with friends, family, or even existing customers can uncover surprising insights. Asking them how they would search for your services often reveals language patterns that differ from what business owners assume.
Lastly, validate your keyword choices by running searches and checking the results. Make sure the search results align with your business offerings. For example, if you’re a residential plumbing service, but your keyword mainly returns results for commercial plumbing companies, it might not be the best fit for your local strategy.
Conclusion
Local keyword research, when approached systematically, can have a lasting impact on your business. Each step, from identifying local intent to analyzing insights, plays a role in driving meaningful results. Over time, businesses that invest in this process see increased visibility and attract higher-quality leads by connecting with local customers more effectively.
Benefits of Local Keyword Research
Local keyword research offers several tangible benefits for businesses. Improved visibility in search results ensures your business appears when potential customers are actively looking for your services. This means you’re reaching people who are ready to take action – whether it’s visiting your location or making a purchase.
Another key benefit is attracting higher-quality leads. Local searches often come with immediate intent, leading to better conversion rates compared to broader, less targeted searches.
From a budget perspective, local keyword research is cost-efficient. For example, targeting "wedding photographer Portland Oregon" not only costs less in paid advertising than a national keyword like "wedding photographer", but it also ensures you’re reaching customers in your service area.
Additionally, local keyword research provides valuable insights into customer behavior. The specific terms people use when searching reveal their preferences, concerns, and decision-making processes. This information can shape your overall marketing strategy, influencing everything from website copy to social media messaging.
Finally, understanding local search trends gives you a competitive edge. While competitors may focus on broader, high-volume keywords, you can dominate niche local searches that truly matter to your audience. This approach allows you to stand out in your community and connect with customers on a more personal level.
Keep Your Keywords Updated
Local search trends can shift more often than you might expect. To stay ahead, it’s essential to review your keywords regularly – ideally every quarter. Use tools like Google Business Profile insights, monitor seasonal patterns, and listen to customer feedback to adapt to emerging search behaviors, such as the rise of voice searches.
Leverage Google Business Profile insights to uncover new opportunities. By checking the "How customers search for your business" section, you can identify real-world search terms that might not yet appear in traditional keyword tools. These insights often highlight new trends before they become widely recognized.
Stay aware of local events and developments that could influence search behavior. For instance, the opening of a new shopping center, changes in traffic patterns, or the arrival of a major employer can all shift how people search for services in your area. A coffee shop near a new office building might benefit from targeting terms like "morning coffee downtown" or "business meeting space."
Additionally, monitor your competitors to identify shifts in their strategies. Tools like Google Alerts can notify you when competitors publish new content or target new keywords. Keeping an eye on their activity helps you stay competitive and responsive to local market changes.
Treat local keyword research as a continuous process. By refining and updating your strategy regularly, you’ll ensure your local SEO stays effective and keeps your business ahead of the curve.
FAQs
How do I incorporate customer language into my local keyword research?
To make your local keyword research more effective, focus on understanding how your audience naturally phrases their search queries. Look for the specific words, slang, or regional expressions they use when searching for products or services similar to yours.
You can uncover this language by diving into customer reviews, social media comments, and direct feedback. Additionally, keyword research tools can help pinpoint popular local search terms. When your strategy matches the way your customers speak, you’re more likely to connect with them and attract the right kind of traffic to your business.
How can I effectively track and adapt to changes in local search trends?
To keep up with changes in local search trends, make it a habit to monitor keyword performance using tools like Google Analytics and Google Search Console. These platforms provide valuable insights into shifts in search behavior and help you track visibility metrics over time.
Another helpful resource is Google Trends, which can reveal seasonal patterns or highlight trending topics relevant to your area. Combine this information with local SEO efforts, such as fine-tuning your Google Business Profile and crafting content that resonates with your community’s interests. By staying informed and using data to guide your strategy, you’ll be better equipped to adapt to changing search behaviors and maintain a strong presence in local search results.
How can I effectively balance high-competition keywords with long-tail phrases for local SEO?
To strike the right balance between competitive keywords and long-tail phrases in local SEO, start by prioritizing long-tail keywords tailored to specific local searches. These phrases tend to have less competition but attract users with a clear intent, making them easier to rank for and more likely to drive relevant traffic. For instance, instead of aiming for a broad term like "plumber", opt for something more specific, such as "emergency plumber in Dallas, TX."
As your website gains authority over time, you can begin to include more competitive keywords in your strategy. This step-by-step approach helps you capture high-intent local traffic early on while setting the stage for sustained growth. By blending both long-tail and competitive keywords, you’ll build a comprehensive SEO plan that effectively connects with local customers.