Imagine you’re hungry and want pizza. What do you search for online? Probably something like “pizza near me” or “pizza in [your city].” That’s local keyword research in action. It’s all about figuring out the words people use to find businesses, services, or information in their area.
Local keyword research is like a treasure map for businesses. It helps them connect with customers nearby. Whether it’s a coffee shop, a plumber, or a yoga studio, using the right local keywords can make sure they show up in searches when it matters most.
Related Reading: Keyword Research and Optimization
Why Local Keyword Research Matters
Local keyword research is essential for businesses that want to attract customers from their area. Let’s break it down:
- It connects local businesses with local customers: If you’re searching for a dentist, you’re likely to look for one close to you. Businesses need to use the right keywords to appear in those searches.
- Boosts local search visibility: When businesses use local keywords, they’re more likely to show up on Google Maps or in the “near me” results.
- Helps with mobile and voice searches: Many people use their phones or voice assistants to search for things nearby. Local keywords help businesses rank for these types of searches.
Example: If a bakery in Chicago uses keywords like “fresh bread Chicago” or “best pastries near Millennium Park,” it’s more likely to attract local customers.
Understanding Local Search Intent
When people search for something locally, they usually have specific goals in mind. This is called search intent. Here’s what it might look like:
- Transactional intent: They’re ready to buy something, like “order pizza near me.”
- Navigational intent: They want to find a specific business, like “Starbucks downtown.”
- Informational intent: They’re looking for information, like “best parks in Seattle.”
By understanding local search intent, businesses can create content that matches what people are looking for.
Examples of Local Search Phrases:
- “Best sushi in New York”
- “Car repair shop near me”
- “Family-friendly hotels in Miami”
Related Reading: To gain a clearer understanding of search intent you can read our article Understanding Search Intent
How to Find Local Keywords
Finding the right local keywords doesn’t have to be hard. Here are some simple methods:
1 Leveraging Google Tools
- Google Autocomplete: Start typing a keyword in Google, and it will show suggestions based on what people are searching for.
- Google My Business Insights: If you have a business listing, check which keywords are driving traffic to your profile.
- Google Keyword Planner: This tool lets you filter keywords by location to find the most relevant ones.
2 Using Free Tools
- Screaming Frog: Helps you analyze your website and see what keywords are already working.
- AnswerThePublic: Shows questions and phrases people commonly search for.
- Google’s Related Searches: Found at the bottom of search results, these are great for finding extra ideas.
3 Paid Tools for Advanced Research
- SEMrush and Ahrefs: These tools give detailed insights into local competition and keyword performance.
- KWFinder: Great for finding location-specific keyword suggestions.
4 Customer-Centric Approaches
- Ask Your Customers: Survey your customers to find out how they describe your products or services.
- Read Reviews: Check your reviews or competitors’ reviews to see the language people use.
Incorporating Location-Specific Modifiers
Location-specific modifiers are words that tie your keywords to a specific place. Here’s how to use them:
- City and State Names: Add your city or state to your keywords, like “electrician in Austin” or “personal trainer Los Angeles.”
- Neighborhoods or Landmarks: Go hyper-local with terms like “coffee shop near Central Park” or “dentist in Midtown.”
- Seasonal Keywords: Use keywords tied to local events or seasons, like “Christmas markets in Denver” or “summer camps in Phoenix.”
Optimizing Content for Local Keywords
Once you have your local keywords, it’s time to put them to work. Here’s where to use them:
- Titles and Meta Descriptions: Add local keywords to your page titles and descriptions to grab attention.
- Headings (H1, H2, etc.): Use them in your subheadings for better structure and SEO.
- Body Content: Sprinkle them naturally throughout your text.
- Image Alt Tags: Describe your images with local keywords for extra optimization.
- Service Pages: Create separate pages for different locations or services to target specific audiences.
Example: Instead of a general title like “Best Restaurants,” use “Best Restaurants in San Diego.”
Using Local Keywords in Technical SEO
Local keywords also play a big role in the technical side of your website. Here’s how to optimize:
- Schema Markup: Add local business schema to your site to help search engines understand your location and services.
- Location-Based Landing Pages: Create separate pages for each city or region you serve.
- Optimized URLs: Include local keywords in your URLs, like “yourbusiness.com/best-pizza-seattle.”
- Sitemaps and Breadcrumbs: Organize your site to make it easy for search engines to crawl and index.
Tracking and Measuring Success
How do you know if your local keyword strategy is working? Track your progress with these tools:
- Google Analytics: Check where your traffic is coming from and which keywords are driving it.
- Google Search Console: See how your site ranks for local keywords.
- Local Keyword Rankings: Use tools like SEMrush or Ahrefs to monitor your position in local search results.
Adjust your strategy based on what’s working and what’s not. For example, if one keyword isn’t performing well, try a different variation.
Common Mistakes
Here are some pitfalls to avoid and how to overcome them:
1 Keyword Stuffing
- Mistake: Overusing keywords to try and rank higher.
- Why It’s Bad: It makes your content look spammy and can lead to penalties from search engines.
- Solution: Use keywords naturally and focus on creating high-quality, user-friendly content.
2 Ignoring Smaller Areas
- Mistake: Only targeting major cities and ignoring suburbs or smaller towns.
- Why It’s Bad: You could miss out on a lot of potential customers.
- Solution: Research and include keywords for smaller areas where your target audience might be.
3 Using Outdated Terms
- Mistake: Relying on keywords that are no longer relevant.
- Why It’s Bad: Trends and language evolve, and outdated terms might not reflect current search behavior.
- Solution: Regularly review and update your keyword list to stay relevant.
4 Neglecting Search Intent
- Mistake: Choosing keywords without considering what users actually want.
- Why It’s Bad: You’ll attract visitors who aren’t interested in your content or services.
- Solution: Match your content to the search intent behind each keyword.
5 Overlooking Voice Search
- Mistake: Ignoring the rise of voice search and conversational queries.
- Why It’s Bad: You could miss out on traffic from users who search via voice assistants.
- Solution: Optimize for natural language and question-based phrases like “Where can I find a bakery near me?”
6 Not Using Data to Adjust Strategy
- Mistake: Failing to track and analyze keyword performance.
- Why It’s Bad: You won’t know what’s working and could waste time on ineffective keywords.
- Solution: Regularly monitor metrics and refine your approach based on insights.
FAQs
What’s the difference between general and local keyword research?
Local keyword research focuses on specific locations to connect businesses with nearby customers.
How do I rank for “near me” searches?
Use location-specific keywords and ensure your Google My Business profile is complete and up-to-date.
Are free tools enough for local keyword research?
Free tools are a great start, but paid tools can provide more detailed insights.
How do I optimize for multiple locations?
Create separate landing pages for each location and use local keywords for each one.
Do I need separate landing pages for each city I serve?
Yes, this helps target customers in each area more effectively.
How does voice search impact local keywords?
Voice searches often use conversational and question-based phrases. Optimize your content to match.
What are geo-modifiers, and how do I use them?
Geo-modifiers are location-specific terms like city names or landmarks. Add them to your keywords.
Can local keywords improve rankings on Google Maps?
Absolutely! They help your business show up in local map searches.
Mastering Local Keyword Research
Local keyword research is your ticket to connecting with customers in your area. By understanding search intent, finding the right keywords, and optimizing your content, you can boost your visibility and grow your business. Start small, track your progress, and adjust your strategy as needed.