Think about this: A customer nearby is looking for the exact service you provide, but they can’t find you. Why? Because your business isn’t showing up in local searches. In 2024, local SEO is more important than ever. If you’re not using the right keywords, you’re missing out on customers.
This post will walk you through easy ways to do local keyword research, so your business stands out when people search. Ready to start attracting more local customers? Let’s dive in.
What Is Local Keyword Research?
Local keyword research is finding the search terms that people use when looking for businesses in a specific area. These keywords often include a location, like “plumber in Melbourne” or “coffee shop near me.”
Doing local keyword research helps your business show up when people nearby search for your services. It makes you more visible in search results, meaning more potential customers will find you. Using these keywords also helps you appear in Google’s local results, like the map section, which makes it easier for local customers to contact or visit you.
Local keyword research helps attract more people from your area to your business.
Understanding Search Intent
Search intent is the reason why someone searches for something online. It helps us understand what they want to achieve. There are three main types:
Informational Intent: The user is looking for information. For example, “how to fix a leaky faucet” or “best pizza places in Sydney.” They just want to learn something or get advice.
Navigational Intent: The user wants to go to a specific website or location, like “YouTube login” or “McDonald’s near me.” They know what they’re looking for and want to go directly to it.
Transactional Intent: The user is ready to act, like making a purchase or booking a service. Examples include “buy shoes online” or “book a hotel in Melbourne.”
Understanding local search intent is important for choosing the right keywords. When people search locally, they often want quick results—whether it’s finding information or buying something nearby.
For example, someone might search “best coffee shops in [city]” (informational) or “order pizza near me” (transactional). By knowing the intent, you can use keywords that match what people are looking for, making it easier for them to find your business.
How to Find Local Keywords
Finding the right local keywords is important to help your business show up in local search results.
1. Google Autocomplete
When you start typing a search into Google, it gives you suggestions based on what others are searching for. These suggestions are a great way to find common local search terms. For example, if you type “plumber in,” Google might suggest “plumber in Sydney” or “plumber in Melbourne.” These are local keywords that people are already using.
2. People Also Ask and Related Searches
When you search for something on Google, you might notice a section called “People Also Ask” or “Related Searches” at the bottom of the page. These are additional questions or searches that people often make related to your query. You can use these as keyword ideas because they show what people in your area are searching for, giving you more options to target.
3. Google Keyword Planner
This free tool helps you find keywords that are popular in your local area. You can enter your business type and location, and it will show you a list of keywords along with how many people are searching for them. You can also see how competitive each keyword is, which helps you choose the best ones for your local SEO strategy.
4. Local SEO Tools
There are several tools like Ubersuggest, Ahrefs, and Moz that can help you find more local keyword opportunities. These tools let you analyze your competitors, track keyword performance, and discover new keywords that you might not have thought of. By using these tools, you can find specific local keywords and learn which ones will help you rank higher in local search results.
Competitor Analysis for Local Keywords
Competitor analysis is an important part of any good local SEO strategy. It means looking at what your competitors are doing to see what works for them.
This way, you can learn and improve your own strategy. Here’s how to do a complete competitor analysis for local keywords:
1. Identify Your Competitors
First, you need to find out who your main competitors are in your area. These can be:
Direct Competitors: Businesses that offer the same products or services as you.
Indirect Competitors: Businesses that attract the same customers but offer different services.
To find them, search for your services on Google and see which businesses show up in the local results or the Google “local pack.”
2. Analyze Their Keywords
After you have a list of competitors, check the keywords they are using. There are tools that can help you with this:
SEMrush: This tool lets you enter a competitor’s website to see which keywords they rank for, including local ones. You can also find out how many people search for those keywords and how tough it is to rank for them.
Ahrefs: Similar to SEMrush, Ahrefs shows you how much traffic competitors get, the backlinks they have, and the local keywords they rank for. You can see how many clicks these keywords bring, helping you understand their strategy better.
Moz: Moz’s Keyword Explorer helps you find the keywords your competitors are using and how well they perform. It also gives your ideas for new keywords to try.
3. Assess Content Strategies
Look at the content your competitors create. Check these points:
Content Quality: Is their content useful and does it answer local customer questions? Good quality content usually ranks higher in search results.
Content Format: What type of content do they produce? This could be blogs, videos, infographics, or guides. Knowing this can help you decide what to create.
Local Focus: See if they use local keywords in their content. Do they mention neighbourhoods or local events? This helps Google understand their connection to local searches.
4. Review Their On-Page SEO
Check how your competitors set up their web pages for local searches. Pay attention to:
Title Tags and Meta Descriptions: Do they include local keywords in these areas? This helps search engines and users know what their pages are about.
Header Tags: Look at how they organize their content with header tags (H1, H2, H3). Using headers well can make their content easier to read and help with keyword optimization.
Internal Linking: See how they link to other pages on their website. This helps visitors navigate and can spread the strength of their website.
5. Understand Their Backlink Profile
Backlinks are links from other websites to yours, and they are important for SEO. A strong backlink profile can improve search rankings. Use tools like Ahrefs or Moz to check your competitors’ backlinks:
Identify Quality Backlinks: Look for respected websites linking to your competitors. This can give you ideas for partnerships or outreach.
Analyze Anchor Text: Check the clickable text of their backlinks. Are they using local keywords? This can show you how they promote their local presence.
6. Adapt and Implement Strategies
After gathering all this information, you can use what you’ve learned to improve your own strategy:
Choose Your Keywords: Use what you found to pick effective local keywords you want to target. Look for keywords your competitors missed or areas where you can create better content.
Create Better Content: Try to produce higher-quality content than your competitors. Answer common local questions, show your expertise, and engage your audience.
Optimize Your On-Page SEO: Make sure your website follows best practices for on-page SEO. Include local keywords in title tags, meta descriptions, and headers.
Build Quality Backlinks: Work on getting strong backlinks by reaching out to local websites, blogs, and directories. Think about guest posting or getting involved in local events to earn valuable links.
Use Location Modifiers
Adding location-specific words, or “modifiers,” to your keywords helps people nearby find your business more easily.
These location words—like city names, neighbourhoods, or landmarks—show search engines exactly where your business operates. Here’s how you can use them effectively:
1. Why Location Modifiers Matter
Adding location-based words to your keywords (like “plumber in Sydney” or “gym near Central Park”) tells search engines where you’re located, which helps you show up in local searches.
This is especially useful for appearing in the Google “local pack,” which shows businesses close to the searcher. For example, if someone types “best coffee in Melbourne,” Google will prioritize coffee shops in Melbourne, making it easy for locals to find them.
2. Examples of Location Keywords
Adding location words is simple—just include city or neighbourhood names in your keywords. Here are some examples:
- “Florist in Newtown”
- “Family dentist Brooklyn”
- “Computer repair near Beverly Hills”
Using these specific keywords helps local customers find you, especially if they’re looking for something close to their location.
3. Make Content Relevant to Nearby Areas
If you serve several nearby areas, add location names naturally in your content, like in titles or descriptions. If possible, make separate pages for each location. For instance:
- A restaurant could have pages for each city where it delivers.
- A real estate agency might have pages for different neighbourhoods, with details on each one.
Leveraging Long-Tail Keywords for Local Search
Long-tail keywords are longer, more specific phrases that help people find exactly what they’re looking for.
For local businesses, these keywords are valuable because they connect you with people nearby who are ready to buy. Here’s how to use long-tail keywords for better local SEO:
1. Why Long-Tail Keywords Matter for Local Search
Long-tail keywords make your business stand out because they are very specific. Instead of a broad keyword like “restaurant,” a long-tail keyword could be “family-friendly Italian restaurant in Newtown.”
People using these longer phrases know what they want and are often ready to visit or make a purchase.
2. Examples of Local Long-Tail Keywords
To create effective long-tail keywords, try combining what you offer with your location or details about your business. Here are a few examples:
- “Organic coffee shop near Central Park”
- “Affordable plumber in South Melbourne”
- “24-hour gym in Brooklyn”
These phrases help people find exactly what they need in your area, making it easier for locals to connect with your business.
3. Voice Search and Long-Tail Keywords
With more people using voice search, long-tail keywords are even more useful. People speak naturally when using voice search, so instead of typing “dentist near me,” they might ask, “Where can I find a family dentist in Portland?”
By using longer, conversational keywords, you make it easier for voice searches to find your business.
4. How to Find Local Long-Tail Keywords
Google’s “People Also Ask” or “Related Searches” features can give you ideas for long-tail keywords. Keyword tools like Ubersuggest or Ahrefs also provide suggestions that include local details.
Look for keywords that mention specific areas and avoid ones with too much competition, so your business has a better chance to rank higher in local searches.
Tools for Local Keyword Research
Using the right tools helps you find out what people in your area are searching for. Here’s an easy look at the best tools for finding local keywords, checking out the competition, and boosting your local visibility.
1. SEMrush: Local Keyword Insights
SEMrush is a top tool for finding keywords, especially for local searches. Here’s how SEMrush helps:
- Local Keyword Database: SEMrush has tons of keyword data for different locations. You can type in a keyword, pick a location, and see how popular it is in that area.
- Keyword Difficulty: SEMrush shows how hard it is to rank for each keyword, making it easier to pick keywords you can realistically rank for.
- Competitor Analysis: You can see which keywords your local competitors are ranking for and how much traffic they get from those keywords. This helps you choose keywords that are already working for similar businesses.
With SEMrush, you get to see what’s working for other local businesses and focus on high-potential keywords.
2. Moz Local: Track and Manage Local Keywords
Moz Local is made for businesses working on local SEO. Here’s how it helps:
- Local Ranking Tracking: Moz Local lets you see how well your business is doing in local searches for specific keywords.
- Citation Management: It helps manage your business info across platforms like Google, Yelp, and Facebook. Consistent information improves your local search rankings.
- Keyword Suggestions: Moz Local’s Keyword Explorer tool also gives local keyword ideas, helping you find keywords that are relevant to your location.
Moz Local is great for keeping a strong local presence and finding new keyword ideas.
3. Google Keyword Planner: Simple and Effective
Google Keyword Planner is free through Google Ads, and it gives you basic keyword data, including local search volume:
- Local Search Volume: It shows how many people search for specific keywords in your area each month.
- Keyword Suggestions: Based on your business, it generates keyword ideas, which can help you find new keywords.
- Cost-Per-Click Data: This shows you how much people pay for ads on each keyword. Keywords with higher cost-per-click often have high conversion potential.
Google Keyword Planner is a reliable, free option for finding popular search terms in your area.
4. Ubersuggest: Easy and Budget-Friendly
Ubersuggest is easy to use, and it’s great for businesses with a smaller budget:
- Keyword Ideas and Search Volume: Ubersuggest gives a list of related keywords and search volume in your area, which helps with local SEO.
- Competitive Analysis: You can see the top pages and keywords competitors rank for locally, helping you improve your own strategy.
- Content Suggestions: It provides content ideas based on trending local keywords to help you create relevant content.
Ubersuggest is a solid choice for businesses needing quick insights without a big cost.
5. Ahrefs: Advanced Features for Local Keyword Research
Ahrefs offers detailed local keyword data and competitor analysis:
- Keyword Explorer: Ahrefs shows keyword difficulty, search volume, and click-through rates in specific areas, giving you a clear picture of local keyword performance.
- Site Explorer: You can see top-ranking pages and keywords for competitors, helping you find effective keywords they’re using.
- Content Gap Analysis: This feature shows you keywords competitors rank for that you don’t, revealing new local keyword opportunities.
Ahrefs is ideal for understanding local keyword trends and competitor strategies.
6. BrightLocal: Tracking and Analyzing Local Rankings
BrightLocal is an SEO platform that focuses on local search, providing tools just for local keyword tracking:
- Local Search Grid: This tool shows how well your business ranks across different areas or neighbourhoods.
- Keyword Tracking: You can monitor how well your keywords are performing in local searches.
- Competitor Benchmarking: BrightLocal lets you compare your rankings to local competitors, helping you see where you stand.
BrightLocal is useful for businesses wanting a clear view of their local search presence across different areas.
7. Free Tools vs. Paid Tools
You’ll find both free and paid options for local keyword research. Here’s a comparison:
- Free Tools: Google Keyword Planner and Ubersuggest offer free access, with basic features for those new to local SEO.
- Paid Tools: Tools like SEMrush, Ahrefs, Moz, and BrightLocal provide advanced data, competitor analysis, and tracking. Although they cost more, these tools offer detailed information that can boost your local keyword strategy.
Optimizing for “Near Me” Searches
To reach people searching for local services “near me,” make sure your business is easily discoverable in nearby searches. First, keep your Google Business Profile up to date with accurate contact info, address, and hours.
Use location-based keywords on your website, such as “coffee shop near downtown” or “pet grooming near Central Park.” Including customer reviews and local landmarks in your descriptions can also help search engines understand your location.
By focusing on these elements, you’ll improve your chances of showing up when people search for businesses “near me.”
Creating Location Pages
Location pages are important for businesses that serve different areas because they help both search engines and customers see where you work.
Each location page should focus on one specific city, neighbourhood, or area. For example, you could use keywords like “plumbing services in Brooklyn” to target people in that area.
These pages should have unique information for each location, like local reviews, contact details, and nearby landmarks or neighbourhoods. Adding clear titles, descriptions, and headers with local keywords also helps search engines recognize the area you serve.
Well-made location pages can improve your chances of showing up in local searches and attracting customers from each area.
Evaluating and Refining Your Keyword Strategy
Evaluating and refining your keyword strategy is important for good local SEO.
- Review Keyword Performance: Use tools like Google Analytics to check how your keywords are doing. Look at numbers like search volume (how many people are searching for that keyword), click-through rates (how many people clicked on your site), and conversion rates (how many people took action, like making a purchase). This helps you see which keywords bring in visitors and customers.
- Check Your Competitors: Look at what keywords your competitors are using. This can help you find new keywords to use or see areas where you can improve. Tools like SEMrush or Ahrefs can help you see how well they are ranking and what traffic they are getting.
- Adjust Your Keywords: Based on what you find, change your keyword list. Add new keywords that could work well and remove any that aren’t performing. Try using longer phrases (long-tail keywords) and include specific locations to make your keywords more relevant.
- Test and Optimize: Keep testing and improving your content to keep up with changes in what people are searching for. This makes sure your strategy stays effective over time. Regularly reviewing your keywords helps you stay competitive and meet your business goals.
Mistakes to Avoid in Local Keyword Research
Ignoring Local Intent: Don’t just use general keywords. Include location-specific words to help people find you. For example, say “pizza delivery in [your city]” instead of just “pizza delivery.”
Not Analyzing Competitors: If you don’t check what your competitors are doing, you might miss out on good keyword ideas. Use tools like SEMrush or Ahrefs to see which keywords work for them.
Relying Solely on Broad Keywords: Using only broad keywords can bring in less relevant traffic. Try long-tail keywords like “affordable hair salon in downtown [city]” for better results.
Neglecting Search Volume and Competition: If you don’t look at how many people search for a keyword and how much competition there is, you might waste time on bad keywords. Use tools like Google Keyword Planner to find the right ones.
Overlooking Mobile Search Trends: Many people search on their phones, so don’t ignore how they use their devices. Adjust your keywords to fit what people say when they search on mobile.
Not Using Geo-Modifiers: Avoid using keywords that don’t include your location. Add city names or neighbourhoods to make your keywords more relevant and visible.
Underestimating Content Quality: Good content is very important. Even if you have the right keywords, if your content isn’t helpful, people won’t engage with it. Make sure your content is informative and valuable.
Ignoring Analytics and Ongoing Optimization: Regularly check how your keywords are performing. Update your strategy based on what brings in traffic and leads to stay relevant in your area.
How Xofts Will Help You with That
At Xofts, we help improve your local SEO by doing detailed keyword research with tools like SEMrush and Google Keyword Planner. We find the best keywords that include your location and long-tail phrases.
Our team also looks at what your competitors are doing to get useful ideas and creates high-quality content that uses these keywords and local information.
We keep an eye on how well your keywords are doing and make changes to your strategy to keep you ahead, including optimizing for mobile searches. With Xofts, you can boost your online visibility and connect better with local customers!
