Local keyword research is the process of identifying the search terms that people in a specific area use to find products or services. The goal is to use these terms to improve a business’s local search engine optimization (SEO).
Local keyword research is the core of any successful local SEO strategy. If you’re looking to attract customers within a specific geographical area, understanding how to find and use the right keywords is essential. This guide will walk you through the process of conducting local keyword research effectively, while also laying the foundation for topical authority and clustering your content.
Why Is Local Keyword Research Important?
Local keyword research helps you understand what your target audience is searching for and ensures your business appears in relevant local searches. This increases your visibility in local search results, drives foot traffic, and generates leads for your business.
Step-by-Step Process for Local Keyword Research
1. Understand Your Audience
Before starting keyword Research, take time to understand your target audience:
- Who are they? Define demographics like age, occupation, and preferences.
- What problems are they trying to solve? Think about how your products or services fit into their needs and solve customer pain points.
- Where are they located? Identify your primary geographical service area.
Example:
If you own a bakery in Austin, Texas, your audience may search for terms like “best cupcakes in Austin” or “vegan bakery near me.”
2. Brainstorm Local Keyword Ideas
Think about the words and phrases people use to find businesses like yours. Combine:
- Primary business terms: E.g., “coffee shop,” “plumber,” “lawyer.”
- Modifiers: Include “near me,” “in [city],” “best,” “cheap,” “top-rated.”
- Location-specific terms: Neighborhoods, landmarks, or colloquial names (e.g., “Downtown,” “South Side,” or “UT campus area”).
Example:
A plumber in Chicago might focus on phrases like:
- “Emergency plumber in Chicago”
- “Water heater repair South Side Chicago”
3. Use Keyword Research Tools
Tools can provide insights into search volume, competition, intent, and related terms. Some popular tools are;
- Google Keyword Planner (Free)
- SEMrush (Paid)
- Ahrefs (Paid)
- Ubersuggest (Freemium)
Look for:
- Search Volume: How often the term is searched.
- Competition: How many businesses are targeting the same keyword.
- Intent: Focus on the keyword intent.
- Keyword Variations: Synonyms or related phrases.
Example:
Using Google Keyword Planner, you might find terms like:
- “24-hour plumber Chicago”
- “affordable plumbing Chicago”
4. Analyze Competitors
Study what keywords your competitors are ranking for and which keywords are your competitors targeting using tools like SEMrush or Ahrefs. Check their:
- Website content.
- Blog topics.
- Google My Business (GMB) profiles.
Example:
If a nearby bakery ranks for “custom birthday cakes Austin,” it might be worth exploring how you can target that keyword more effectively.
5. Use Google Search Results or People Also Ask (PPA)
Google itself is a powerful tool for keyword ideas:
- Autocomplete: Type a keyword and see suggested terms . Collect suggested keywords by typing different keywords in search bar.
- People Also Ask (PAA): Find related questions people are searching for.
- Local Pack: Look at the keywords used by top-ranking local businesses.
- Related Searches: Scroll to the bottom of the search results for additional search ideas.
Tips: Try to collect as many keywords from Google Auto suggestions and People also ask.
Example:
Typing “hair salon Dallas” might show suggestions like:
- “Best hair salon in Dallas for curly hair”
- “Affordable hair salon Dallas”
6. Group Keywords into Clusters
Clustering keywords helps build topical authority by creating related content around a core theme. Group your keywords by intent:
- Informational: Keywords aimed at providing knowledge or answering questions (e.g., “how to bake a cake”).
- Navigational: Keywords used to find specific websites, brands, or locations (e.g., “Google login” or “Starbucks near me”).
- Transactional: Keywords with purchase intent, signaling readiness to take action (e.g., “buy running shoes online”).
- Commercial: Keywords indicating research before making a buying decision (e.g., “best laptops under $1000”).
Example of a Cluster for a Bakery:
- Core Keyword: “Bakery in Austin”
- Informational: “How to choose the best bakery in Austin”
- Navigational: “Bakery near UT campus Austin”
- Transactional: “Order custom cakes Austin”
- Commercial: “Best mobile phone under 300$”
7. Optimize Content for Local Keywords
Use your chosen keywords naturally within your website and content. Prioritize:
- Page Titles and Meta Descriptions: Include your primary keywords.
- Headings (H1, H2): Organize content using keyword-rich headings.
- Body Text: Integrate keywords without overstuffing.
- Alt Text and Image Names: Optimize images with location-based keywords.
Example:
A title like “Best Vegan Bakery in Austin” is more effective than “Our Bakery Services.”
8. Track and Adjust Performance
Keyword strategies evolve over time. Use tools like Google Analytics and Google Search Console to monitor:
- Which keywords drive traffic.
- Rankings for local searches.
- User behavior on pages.
Adjust your strategy based on what’s working and refine underperforming content.
Additional Tips for Building Topical Authority
- Create Localized Content: Write blogs or guides that focus on your area (e.g., “Top Coffee Shops in Downtown Seattle”).
- Engage in Local SEO Practices: Optimize your Google My Business profile, build local backlinks, and encourage reviews.
- Develop FAQ Pages: Address common local queries, like “What is the best time to visit [business]?”
Conclusion
Local keyword research is an essential step to dominate local search results and connect with customers in your area. By following the steps outlined above, you can create a targeted, user-focused SEO strategy that drives meaningful results.
Start today by understanding your audience, finding the right keywords, clustering them effectively, and optimizing your content for search engines. With consistency, you’ll not only rank higher but also establish your business as a trusted authority in your local market. Want to know more about Keywords Research?