Not all SEO strategies are the same. Content-based websites, like Tom’s Guide or BuzzFeed, can use SEO tools to find nationwide keyword volume and/or target specific cities and states. On the other hand, local businesses have to know how to find the keywords people search within their service area.
I’ve helped countless local businesses capitalize on organic searches within their cities (and those that surround them), and in this guide, I’ll teach you how to do the same.
Understanding Local Keyword Research
Local keyword research is finding and analyzing the search terms that potential customers use when looking for products or services in a particular geographic area. Unlike general keyword research, which targets a broad audience, local keyword research focuses on attracting local traffic by optimizing for keywords with local intent. This means identifying keywords that include location-specific terms or imply a local context, such as “near me” searches.
For example, a local bakery in Dallas might target keywords like “best bakery in Dallas,” “Dallas custom cakes,” or “bakery near me.” These keywords help the bakery appear in search results when local customers are looking for bakery services in their area.
Still, it’s important to note that there is still tons of value in local businesses targeting general keywords. If you search “plumbers” on Google, the search engine is smart enough to know that you likely want to see results for plumbers near you.
Importance of Local Keyword Research
- Increased Visibility: By targeting local keywords, businesses can appear in local search results, which increases their visibility to potential customers in their area.
- Relevant Traffic: Local keyword research helps attract more relevant traffic, as it targets users specifically looking for products or services in a particular location.
- Competitive Advantage: Understanding and targeting local keywords allows businesses to stay ahead of their competitors, who may not optimize for local search.
- Improved User Experience: By providing content that matches the search intent of local users, businesses can enhance the user experience and increase the likelihood of conversions.
Steps to Conduct Local Keyword Research
List Your Core Products/Services
Start by brainstorming a comprehensive list of your core services or products. For example, if you run a cleaning service, your list might include:
- Cleaning
- Maid service
- Housekeeping
These terms are your starting point, and in the next steps, you will expand upon them to build a more comprehensive list of local keywords. Make sure to include all variations and synonyms relevant to your offerings. This will ensure you cover all possible search queries that potential customers might use.
Expand with Specific Keywords
For each core term, think of more detailed and specific variations. For example, using the cleaning service example, you might add:
- House cleaning
- Apartment cleaning
- Move-in cleaning
- Move-out cleaning
- Green cleaning
- Holiday cleaning
Use tools like Ahrefs to identify popular specific terms related to your services. This can help you discover new variations and trends you might not have initially considered. The goal is to create a comprehensive list that captures all the ways potential customers might search for your services.
Incorporate Local Intent
Combine your core and specific terms with local modifiers. For example:
- “Plumbing Repair in Dallas”
- “Best hair salon near me”
- “Affordable maid service in Chicago”
Check Google’s local search results to verify local intent. Perform searches for your keywords and see if the results include local businesses, maps, and localized content. This will confirm that your keywords have local intent and will likely attract local traffic.
Use Keyword Research Tools
Instructions:
- Goal: Utilize tools to find and analyze keywords.
- Details: Various keyword research tools can provide valuable insights and data to refine your local keyword list. These tools help identify search volumes, keyword difficulty, and related terms, making your research more accurate and comprehensive.
Use both free and paid tools to gather data:
- Google Keyword Planner: Offers insights into search volumes and keyword ideas based on your input.
- SEMrush: Provides detailed keyword analytics, including competitor analysis and keyword gaps.
- Ahrefs: Known for its comprehensive keyword research features and competitive analysis.
- BrightLocal: Can help you dial in on how you are performing in searches in a specific area.
Analyze Competitor Keywords
- Identify your top local competitors.
- Use a keyword research tool to enter your competitors’ URLs and analyze their top-ranking keywords.
- Focus on keywords that have high relevance and local intent.
- Look for keyword gaps where competitors rank, but you don’t, and consider targeting these keywords.
Best Practices for Using Local Keywords
Natural Integration
Ensure that your local keywords are integrated naturally into your content. They should flow seamlessly within sentences and not disrupt the readability or the user experience. Keyword stuffing, or overloading content with keywords, can negatively impact your local SEO and user experience.
Example:
Instead of writing, “Best Dallas plumber Dallas plumbing services,” opt for a natural sentence like, “Looking for the best plumber in Dallas? Our Dallas plumbing services are here to help.”
Use Keywords in Key Locations
Place local keywords strategically in key locations such as:
- Titles and Headings: Include primary and secondary keywords in titles (H1) and subheadings (H2, H3).
- Meta Descriptions: Write compelling meta descriptions with local keywords to improve click-through rates.
- URLs: Incorporate keywords into your URLs to make them more SEO-friendly.
- Alt Text for Images: Use local keywords in images’ alt text to enhance image search optimization.
Create Localized Content
Develop content that explicitly addresses local issues, events, or interests. This helps in keyword optimization and makes your content more relevant and engaging for local audiences.
Example:
Write blog posts about local events, case studies of local customer success stories, or guides that cater to local needs, such as “How much does an HVAC system cost in Dallas?”
Optimize Google Business Profile
Ensure your Google Business Profile (formerly Google My Business) is optimized with local keywords. This includes the business name, description, services, and posts. Regularly update your profile to reflect any changes in your services or offerings.
Focus on Mobile Optimization
Many local searches are conducted on mobile devices. Ensure your website is mobile-friendly and loads quickly on mobile platforms. Use tools like Google’s Mobile-Friendly Test to check and improve your mobile optimization.
Leverage Reviews and Local Citations
Encourage satisfied customers to leave reviews on your Google Business Profile and other local directories. Use local keywords naturally in your responses to reviews. Ensure your business is listed in local directories and citation sites with consistent NAP (Name, Address, Phone) information.
Final Thoughts on Local Keyword Research
Local keyword research is vital for any local business’s SEO strategy, but general keywords are also important. You’ll want a good mix of localized content and generalized content to help build your business’s authority while still reminding Google of the areas you serve.
Local SEO is about more than just keyword research. You’ll need to master Google Business Profile management, local schema, Google’s helpful content guidelines, and a long list of other things to succeed. Of course, you could always hire a professional instead. If you need help maximizing your local SEO efforts, make sure you hit us up!