Best Practices for Local Keyword Research

Local keyword research helps businesses connect with nearby customers by focusing on location-specific search terms. Whether it’s “plumber near me” or “Miami bakery,” these keywords are essential for improving visibility in local search results. Here’s a quick summary of how to get started:

• Types of Local Keywords:
  • Direct: Includes a location (e.g., "Dallas plumber").
  • Implied: Suggests location without naming it (e.g., "plumber").
• Why It Matters:
  • 46% of Google searches have local intent.
  • 28% lead to a purchase within 24 hours.
  • Most consumers travel up to 8 miles for services.
• Top Tools:
  • Google Keyword Planner: Location-specific targeting.
  • BrightLocal: Review management and automation.
  • Semrush Local: Competitor tracking and keyword monitoring.
• Practical Tips:
  • Add city, neighborhood, or landmark names to keywords.
  • Use tools like Google Trends to track local search trends.
  • Study competitor keywords to find gaps and opportunities.
• Optimize Your Content:
  • Include local keywords in meta titles, descriptions, headers, and body text.
  • Create location-specific pages for each service area.
  • Update your Google Business Profile with local keywords.

Quick Comparison of Local SEO Tools

How To Do Local Keyword Research to Rank #1

Local Keyword Research Tools

Google Keyword Planner is a go-to for local keyword research, but specialized tools can provide deeper insights into location-specific data. These tools work hand-in-hand with the strategies we've already covered.

Google Keyword Planner Location Features

Google Keyword Planner offers location-specific targeting to refine your keyword data at various geographic levels . Here's how to make the most of its features:

"Sleep on local keyword research and risk missing out on valuable clicks and calls from potential customers near you who are already looking for the services and products you offer." - Amanda Jordan, SEO, RicketyRoo

Local SEO Research Tools

For a more detailed local analysis, specialized tools can give you an edge. Here’s a quick comparison of some top options:

BrightLocal stands out for its review management and automation capabilities .

"BrightLocal is one of the best internet marketing tools out there... It is fast, accurate, and produces excellent reports"

Google Trends for Local Search Data

Google Trends is another valuable tool for refining your local strategy. It highlights:

• Regional search patterns
• Trending local terms
• Seasonal keyword fluctuations
• Variations in regional language use

With Google Trends, you can compare search volumes across locations and track year-over-year changes. Considering that 81% of retail shoppers research online before buying , understanding local search behavior is essential.

Finding Local Keywords

Local Keyword Ideas

Pair industry-specific terms with local modifiers to connect with your audience. For example, a bakery in Miami might use phrases like "best custom birthday cake in Miami" or "Miami croissant delivery" to attract local customers .

"Local keyword research helps small businesses reach potential customers in their area." - Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest

To refine your approach, include detailed location terms in your strategy.

Adding Location Terms

Successful businesses often layer geographic details into their keywords:

For instance, Popken Fashion Group boosted visibility by incorporating "plus-size" and "Bremen" into their Google Business Profile titles . Similarly, Brose strengthened their local search performance by combining "vehicle components" with "Coburg" in their listings .

Local Competitor Keywords

Look into what your competitors are doing. For example, Milano Bakery ranks #1 for "joliet bakery", driving 3,000 monthly visits. A Dallas cleaning service also discovered new opportunities by analyzing local competitors .

"It's important to understand why competitors are outperforming you, how they're meeting user needs better, and on the flip side, where they're weak and leaving you an opening to get ahead." - Nikki Lam, VP of SEO at NP Digital

Study competitor content, track their PPC campaigns, and identify keyword gaps.

With voice search gaining traction - an estimated 162.7 million Americans are expected to use voice assistants by 2027 - incorporating natural-language local keywords is becoming more important. Use these insights to fine-tune your on-site content and business listings.

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Using Local Keywords Effectively

Local Keywords in Website Content

Incorporating local keywords naturally into key website elements can enhance your site's relevance to local searches.

"Local keywords are specific words or phrases that are relevant to a particular geographic location." – Local Falcon

For instance, Windy City Paws uses local keywords effectively on their homepage by embedding a Google Map to display their location and mentioning neighborhood names throughout the content . You can apply a similar approach to your Google Business Profile to strengthen local visibility.

Google Business Profile Keywords

After optimizing your website, focus on refining your Google Business Profile to maximize local search potential:

• Business Categories: Choose a primary category that directly aligns with your services.
• Service Descriptions: Naturally include local keywords in service titles and descriptions.
• Business Description: Write a clear, keyword-rich description emphasizing your local focus.

To further enhance your profile, consider creating location-specific pages for each service area.

Location-Based Pages

Dedicated location pages take your local SEO efforts a step further by directly targeting specific areas. Research indicates most local searches lead to same-day visits .

Here are some examples of effective location pages:

• Weitz & Luxenberg: Their New York City office page uses local keywords in headings, includes client testimonials, and features an embedded Google Map to boost relevance .
• Swish Dental: The Bee Cave, Texas location page highlights staff bios with photos, local reviews, parking details, and operating hours .

To make these pages even more effective, add schema markup (LocalBusiness) to help search engines understand the content. Include unique, location-specific details like:

• Customer testimonials from the area
• References to nearby landmarks
• FAQs tailored to the location

Tracking Local Keyword Results

Tracking how your local keywords perform is key to improving your search visibility and refining your strategy.

Local Search Metrics

Monitoring the right metrics helps you understand how well your local SEO efforts are working. Here’s what to focus on:

"Personally, I believe that Google Business Profile actions and website conversions are two of the most useful indicators for local SEO. If people are finding you in search and taking action to engage with your business by calling, booking or visiting your site, that's a sign your SEO is working."
– Yasmin Cotton, Digital Marketer & Founder of Elyrium

These metrics lay the groundwork for using tools to track and refine your rankings.

Local Ranking Tools

Specialized tools can help monitor local search performance effectively. Here are some key features to look for:

• Google Maps Pack Monitoring: With 70% of users clicking on Map Pack results , tools like Local Falcon offer detailed insights into local rankings using AI-driven analysis and location-specific performance tracking.
• Position Tracking: Tools like Semrush's position tracking allow you to:
  • Monitor rankings for specific business location URLs
  • Get alerts for ranking changes
  • Track performance by user location
  • Analyze appearances in the Local Pack

"Local Falcon is more than just another SEO tool: it's a strategic partner that helps our clients dominate their local markets, and it's been an absolute game-changer for us."
– Chris Dreyer, CEO, Rankings.io

For more SEO tools, check out the Top SEO Marketing Directory.

Improving Keyword Performance

If certain keywords aren’t performing well, there are steps you can take to improve them:

• Content Optimization: Look at metrics like organic keyword rankings, average position, and engagement. Update your content by:
  • Making titles and meta descriptions more locally relevant
  • Adding location-specific details
  • Refreshing outdated stats
  • Including relevant images and testimonials
• Geographic Targeting: Use neighborhood names, ZIP codes, or "near me" phrases to expand your reach.
• Continuous Monitoring: Regularly review how your keywords are performing and adjust as needed.

"We also pay close attention to customer interactions, especially reviews and engagement. Reviews aren't just for reputation; they play a direct role in rankings and conversions. A steady stream of high-quality, recent reviews shows Google (and potential customers) that the business is active, trusted, and relevant. We encourage clients to consistently gather and respond to reviews, it's a small effort with a big impact."
– Chris Coussons, Founder of Visionary Marketing

Summary

Key Points Review

Local keyword research is key to reaching the right customers. Research shows that 80% of consumers conduct local searches weekly .

Here’s a quick breakdown of the main elements for effective local keyword research:

Use these components to build a solid local SEO strategy.

Getting Started

To kick off your local SEO efforts, focus on these steps:

1. Start With Core Terms
   List your main products and services. Then, expand your keyword list by adding location-specific terms using tools like those found in the Top SEO Marketing Directory.
2. Optimize Strategically
   Focus on areas where local keywords make an impact. With one-third of searches being location-based , prioritize:
   • Updating website content with local keywords
   • Improving your Google Business Profile
   • Creating location-specific landing pages
   • Maintaining accurate local business listings
3. Track and Refine
   Use metrics and tools to measure your progress. Local search traffic grows every year . Target low-difficulty, high-volume keywords that match your business, and adjust your strategy based on what works .

Consistent effort is key to succeeding in local SEO.

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• Automated Keyword Research for B2B SEO
• 10 Tools for Automated Keyword Research
• How to Find Local Keywords for SEO