Master Local Keyword Research: Dominate Your Area in Search!

The Ultimate Guide to Finding and Ranking for Local Search Terms That Drive Real Customers to Your Business.

Master Local Keyword Research

Keyword research is an important aspect of any SEO strategy, whatever its ranking for broad or niche words, doing it right can help your website get noticed by the right customers. But when it comes to local SEO, things can go haywire. Local keyword research needs a specific approach to ensure that your business reaches the people most likely to convert into customers.

Imagine you run a roofing business in Los Angeles, and you might assume that ranking for roofing is enough. However, ranking is done based on local search by the people from multiple locations. Searches often include words like “roofing services near me” or “roof sheet installation in Los Angeles”.  Skipping local keyword research may lead you to miss high-intent customers who need your services immediately or later. 

Local searches are highly intent-driven. When a person searches for the ‘best Italian restaurant near me,’ Google prioritizes certain businesses based on location, reviews, and relevancy. According to a study, the first local search on Google gets 24.4% of all clicks, proving that ranking in the map pack is crucial.

Following which your website gets increased visibility in local searches and drives more foot dallas and business inquiries for you. 

Why Is Local Keyword Research Important?

Local keyword research is a crucial part of any business’s SEO. It gives you an understanding of how users in specific geographic areas are searching for products and services similar to yours. So targeting the right local keywords helps you identify your audience and target them at the right time at the right place.

Avoiding or skipping local keyword research can be a risk to your business as the starting can go too broad with irrelevant keywords bringing the wrong customers to your business. Optimize your website with the right local terms that raise your chances of appearing in the local set of Google Search or Maps which is often where a customer looks for you! 

How to Do Local Keyword Research?

Below is a step-by-step process of how Shrushti helps you conduct local keywords research:

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Step 1: Define Your Target Location

  • This step is important as Google prioritizes businesses near the searcher’s location. 
  • This could be a specific city, neighborhood, or region, depending on your business type.
  • For example, a local coffee shop in San Francisco would target keywords related to coffee and cafes in San Francisco, while a roofing in Los Angeles would target keywords relevant to roofing services in that city.
  • Identify the primary and secondary locations you want to rank for (e.g., city, neighborhood).
  • Consider different ways people might search for your location (e.g., “coffee shop in Miami,” “San Francisco cafe near me,” “best roofing in Los Angeles”).
  • Local keyword research should always align with the physical locations where your products or services are offered. 
  • It’s critical to ensure that the keywords reflect not only your business offerings but also the search behaviors of people in those locations.

Example:

  • A roofing company in Los Angeles might target:
  • “emergency roofing in Los Angeles”
  • “24-hour roofing near me”
  • “clogged drain repair in Hollywood, CA”

Step 2: Identify Core Services and Offerings

Local keyword research is not just about adding relevant keywords, it’s more about where people search for your products or services and what exactly they search for. 

  • Identify your potential customers search by listing all the services and products you offer.
  • Consider your customer’s pain points or specific problems they might face and include it in your keywords. 
  • Research related keywords or terms that people usually search for similar brands like yours. 

For a roofing company in Miami the search terms might be related with “emergency roofing services”, “the best roofing company in Miami”, “emergency roof repair Miami”. By designing specific services businesses can target local searches more effectively in multiple locations. 

Step 3: Find Local Keywords With Google’s Keyword Tools

Google offers several tools that can help you with local keyword research. And your potential customers don’t just search for “roofing” or “cafe.” They search for specific services. The most commonly used ones are Google Keyword Planner, Google Trends, and Google Search Console. 

First of all list every service and or products you offer and break them down into specific service keywords. Keep in mind to ensure keywords are aligned with customer search intent.

Let’s take a look at how you can use these tools to identify local keywords:

  • Google Keyword Planner: This free tool allows you to explore keyword ideas and see how often certain search terms are used in different regions. To conduct local keyword research, you can enter broad terms like “roofing” or “coffee shop” and then refine your search to a specific location to get localized keyword ideas.
  • How to Use Google Keyword Planner for Local SEO  

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  • Go to Google Ads → Keyword Planner
  • Enter a broad keyword (e.g., “roofing”)
  • Set your target location (e.g., “New York”)
  • Analyze search volume & competition
  • Searching “roofing” for Miami may reveal:
  • “Best roofing in Miami” – 1,200 searches/month
  • “Emergency roofing service Miami” – 800 searches/month
  • Google Trends: With Google Trends, you can see how search interest for specific keywords changes over time and in different locations. It’s an excellent way to gauge regional interest and identify seasonal patterns. For example, if you own a pool cleaning business, Google Trends can help you see when people search for pool maintenance services in your area.
  • Google Search Console: This tool shows the keywords for which your site is already ranking. If you’re already targeting some local keywords, it’s helpful to see which ones drive the most traffic from your target location. You can also identify opportunities for additional keywords to target.

Example:

A dental clinic might list itself under:

  • “teeth whitening Miami”
  • “emergency dentist Miami”
  • “Invisalign orthodontist in Miami”
  • “wisdom tooth removal near me”

Additionally, services like GBP Audit Services can provide valuable insights into the performance of your Google My Business listing, which will help you understand what keywords are working and which ones need more focus.

Step 4: Analyze Competitors’ Keywords

Another effective way to conduct local keyword research is by analyzing your competitors. Look at local businesses that rank well in your industry and check the keywords they are targeting. Ahrefs, SEMrush and Ubersuggest are the best tools for competitor analysis.

How to Analyze Competitors

Suppose you run a veterinary clinic in Miami and your competitor, ranks #1 for “veterinary clinics in Miami.” You can check their Ahrefs profile and might find that they have:

  • 50+ local backlinks from Miami directories
  • A highly optimized Google My Business listing
  • Localized blog content answering user questions like “How much does veterinary cost in Miami?”
    These insights tell you exactly what you need to replicate and improve upon.

Here are some of the more ways to conduct a competitor analysis for local keyword research: 

  • Use Ahrefs or SEMrush: These tools allow you to input your competitors’ websites and see the keywords they are ranking for, along with their search volume and keyword difficulty. By analyzing their top-performing local keywords, you can find opportunities to target similar terms and improve your rankings.
    ahrefs-vs-sem-rush-organic-keywords-1
  • Check Local Listings: Local business directories like Yelp, Yellow Pages, or Angie’s List are excellent places to find competitor keywords. Browse through the top businesses in your niche and take note of the terms they use in their descriptions, titles, and business names.
  • Review Google’s Local Pack: The businesses that show up in the local pack are your direct competitors. Look at the keywords and phrases they use in their Google My Business profiles, website, and listings.

Step 5: Look for Local Intent with Google SERPs 

Local searches indicate the local intent customers have and local intent means users are actually looking for privacy or service near them. It’s for you to identify which words have local intent. A search for “roofing service” might lead them to a google map pack, but “what is the cost of terrace shed” will take them to articles which means it has low local intent. 

How to search for local intent with google serps 

  • Search your keywords in Google’s incognito mode.
  • Check for google’s map pack, i.e; top 3 local business listings
  • Look for local business listings in organic results
  • Use Google’s ad preview tool for location-specific serps
  • Identify local intent variations & modifiers
  • Avoid looking for non-local keywords

Step 6: Focus on Long-Tail Keywords

When doing local keyword research, it’s crucial to include long-tail keywords. These are longer, more specific phrases that often have lower competition but higher intent. For instance, instead of targeting just “roofing,” a long-tail keyword might be “affordable roofing in [city name]” or “emergency roofing service near me.”

  • Long-tail keywords tend to be more relevant to local searches because they reflect the specific needs of users. Google’s local algorithm often favors businesses that are relevant to the user’s intent. 
  • Additionally, long-tail keywords are easier to rank for, which can help smaller businesses compete against larger competitors.
  • Incorporating long-tail keywords into your content will increase the likelihood that you’ll appear for niche local searches, helping your business reach customers who are more likely to convert. 
  • Using services like White Label Local SEO can further streamline this process, allowing you to target long-tail keywords effectively.

Step 7: Leverage Local Citations

Local citations play an important role in local SEO and keyword research. These are mentions of your business’s NAP (Name, Address, Phone Number) across different online directories and websites. Building citations helps improve your local search visibility and enhances the relevancy of your business for specific location-based searches.

  • To find local keywords relevant to your business, look at the sites where your business is listed. 
  • Pay attention to the descriptions, tags, and categories used on these platforms. 
  • Often, the language used in local citations can reveal valuable local keyword opportunities.
  • By ensuring consistency across these citations and optimizing your listings, you can boost your rankings for the targeted local keywords. 
  • Consider opting for Local Citation Services and conducting a Local Citation Audit to ensure that your business information is accurate and up-to-date across all platforms.

Step 8: Monitor Performance and Adjust Strategy

Keyword research isn’t a one-time task. Once you’ve implemented your local keywords, it’s essential to monitor your rankings and performance. 

  • Track your keywords using tools like Google Search Console, Ahrefs, or SEMrush. Make adjustments as needed to stay competitive.
  • If some keywords aren’t bringing in traffic or conversions, experiment with variations or target other local terms that may yield better results. 
  • Keeping an eye on your Google My Business profile and optimizing it with the right local keywords is key to maintaining a strong local presence.

Step 9: Optimize Your Website with Local Keywords

Once you’ve completed your local keyword research, it’s time to optimize your website. Here’s how you can effectively integrate local keywords:

  • Title Tags and Meta Descriptions: Include local keywords in your title tags and meta descriptions to improve visibility on search engine results pages.Screenshot-of-a-page-title-and-meta-description-on-Google
  • Content: Create location-based content, such as blog posts or service pages, targeting specific areas. This helps search engines associate your site with particular locations.
  • Google My Business: Don’t forget to incorporate local keywords into your Google My Business profile. This helps boost your chances of showing up in local searches.

You can also consider using Local SEO Packages to optimize your website and local listings further.

Step 10: Deal with Multiple Locations

If your business operates in multiple locations, optimizing your SEO for each of these areas is crucial. Managing multiple locations can be challenging, but it can also greatly enhance your visibility and attract customers from different regions. Here’s how you can manage your local keyword strategy across several locations:

  1. Create Location-Specific Pages
    Create Location-Specific Pages
  2. Utilize Location-Based Keywords
  3. Use Google My Business for Multiple Locations
  4. Track Performance by Location
  5. Consistency Across Local Citations
  6. Focus on Local Link Building

By following these strategies, you can optimize your local SEO for multiple locations and ensure your business is found by customers across different cities or neighborhoods.

Conclusion

Effective local keyword research is the foundation of any successful local SEO strategy. By targeting the right local keywords, you can ensure your business ranks well in local searches and reaches your target audience. Remember to define your location, use keyword tools, analyze competitors, and focus on long-tail keywords. Additionally, don’t forget the importance of local citations and optimizing your Google My Business listing.

With the right strategy and the help of services like White Label Local SEO and Local Citation Services, you’ll be well on your way to improving your local SEO and increasing visibility in your area. Keep refining your approach, monitor performance, and adjust as needed to stay ahead of the competition.

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