Local SEO Keyword Research (Step-by-Step Guide)

If you’ve heard the line “If you build it, they will come,” you may be expecting online success to follow the same principle. While it’s an inspirational quote, it doesn’t always hold true for local businesses.

Simply setting up a website doesn’t guarantee a flock of prospects at your door, and that’s not just conjecture on my part. 

Recent research shows that 21% of businesses struggle to attract sufficient website traffic, making it harder to establish a strong online presence.  

On top of that, many people believe that Google favors larger brands. This is because people tend to trust familiar names, and users may be more likely to click on links from brands they recognize, even if the content itself isn’t top-notch. However, this doesn’t mean high-quality content won’t get noticed. Google’s algorithms are constantly evolving, with recent updates prioritizing Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), signaling a shift towards rewarding content that demonstrates expertise and provides real value.

Now, don’t get me wrong. High-profile businesses do tend to perform better online simply because more people are looking for them. However, your local company website can still compete.

The key lies in mastering local SEO keyword research and implementing a well-crafted strategy. That’s exactly what I’m going to talk about today so you can attract local customers and grow your business online.

Key Takeaways

• Local SEO keyword research helps small businesses reach potential customers in their area.
• Use keyword research tools like Ubersuggest, Google Keyword Planner, and Google Trends to identify relevant keywords.
• Incorporate modifiers, location terms, and consider search intent to refine your keyword strategy.
• Analyze competitors’ strategies to uncover additional keyword opportunities and gain a competitive edge.
• Experiment with different tools and techniques to find the most effective keywords for your specific business.

Table of Contents

• Key Takeaways
• Why Is Local SEO Important?
• How to Do Local Keyword Research
  • 1. Find Your Industry Keywords
  • 2. Use Keyword Modifiers
  • 3. Add Your Location Terms
  • 4. Consider Search Intent
  • Using Competitors for Your Local Keyword Research
• The Best Local SEO Keyword Research Tools
• FAQs
• Conclusion

Why Is Local SEO Important?

Local SEO is valuable because it helps small companies reach potential customers who are looking for products or services in their area.

For example, if you own a home repair business, you will want to target people in your local area who may need your services. In other words, local keyword research targets potential customers who are already interested in what you have to offer.

When done correctly, localized keyword research:

• Generates more leads and sales.
• Helps you rank higher in local search results, increasing website traffic.
• Makes it easier for searchers to find you when they’re searching for local businesses on their mobile devices.
• Builds trust and credibility with potential customers through reviews.

Research also supports the importance of local SEO. According to SOCi, 80% of consumers go online multiple times weekly to find local businesses.

That’s not all, though. The research shows that 32% of consumers use the internet daily to find local businesses.

As I’ve already detailed, the main focus of localized keyword research is attracting more leads and gaining more customers.

However, aside from using local SEO to target a particular geographic area, there’s plenty more that makes it different.

The most obvious is Google’s ranking factors. With local searches, the search engine giant considers several vital areas, such as:

• The searcher’s location
• The sentiment and keywords in online reviews
• Name, address, and phone number 
• A Google Business Profile 
• Your Google Maps star rating
• Social media interest

To improve your local SEO further, Google offers these tips:

• Verify your location, to help improve visibility in local search.
• Keep your opening hours up to date, especially around holiday times. This lets local consumers know you’re open, so they don’t have a wasted visit.
• Manage/respond to reviews, to show you appreciate and act on feedback. Review management is also essential as positive reviews inspire consumer confidence and can enhance business visibility. Don’t forget that negative reviews present an opportunity to showcase your commitment to customer satisfaction. A thoughtful and timely response can turn a disgruntled customer into a loyal advocate.
• Add photos and in-store listings. Images showcase your store and products, to give customers a deeper understanding of what you’re selling and whether the products are right for them.

Google also considers relevance, distance, and prominence (your overall web presence,  which is influenced by factors such as content, backlinks, and directory listings).

Another factor that makes local keyword research unique is the emphasis on modifiers. The search terms you integrate into writing must be super specific to your location. For example, if you’re a business in Austin, Texas, you would want to use keywords like ‘Austin restaurants’ rather than just ‘restaurants.’

Additionally, voice search is essential to local SEO. Research shows that 76% of people use voice search at least weekly to find local businesses, and just 18% of voice search users choose smart speakers for local search.

Statista’s latest research shows that digital voice assistants are only going to get more popular. It might be a good idea to start thinking about how this could fit into your local SEO strategy.

How to Do Local Keyword Research

You know the importance of local keyword research, but how do you discover the best ones to use? Fortunately, it’s not as complicated as it may seem.

Think of keywords as the building blocks of your online presence, each one a combination of three key components: a modifier, a core term, and a location.

Sound complicated? Don’t worry – we’ll show you how to do local keyword research with these components in mind to boost your visibility. 

1. Find Your Industry Keywords

Think about what you offer and what services or products you want to promote; then brainstorm a list of keywords related to your business.

If you’re stuck, Google your main service (like “pet grooming”) and check the ”related searches” at the bottom of the page for ideas. 

Another trick? Start typing a keyword into Google and see what auto-fills pop up – those are popular searches!

Once you have a list of keywords, do online research to see how popular they are. You can use tools like Ubersuggest, Google Keyword Planner, or Google Trends to get this information. You could also use Ubersuggest to analyze competitor keywords and see if it’s feasible to overtake them in the rankings.

2. Use Keyword Modifiers

Using keyword modifiers lets you focus your efforts on specific areas or types of searches for targeted traffic and better results from your local SEO efforts.

For instance, let’s say you’re writing an article for a mechanic about choosing the right tires for your car. Instead of just targeting the broad term “tires,” you can use modifiers like “best,” “all-season,” or “winter” to narrow down your focus and reach people who are searching for specific types of tires.

Ubersuggest can help you discover these modifiers by suggesting related keywords or showing you which terms your competitors are using.

3. Add Your Location Terms

Now it’s time to sprinkle in some local flavor! Think of all the different ways people might refer to your location. This could be the name of your city, neighborhood, or even nearby landmarks. 

Don’t forget to include variations like abbreviations or nicknames. For example, if your business is in New York City, you might use “NYC,” “the Big Apple,” or “Manhattan.”

By adding these local keywords to your content and metadata, you’re telling search engines that your content is relevant to people searching in your area.  Tools like Google Trends or Ubersuggest can help you discover which local keywords are trending or popular among your competitors.

4. Consider Search Intent

When people search online, they have a goal in mind. Are they ready to buy, looking for more information, or just browsing? This is called “search intent.” 

Once you know the searcher’s intent, you can better target your keywords and content to meet their needs. 

Here are some examples:

• Navigational: Ubersuggest Login, San Diego Zoo Careers 
• Transactional: “Emergency Electrician in San Diego available today,” “Buy hiking boots downtown San Diego”
• Informational “How to fix a leaky faucet,” “What’s the weather in San Diego,” 
• Commercial Intent: Best hiking boots to buy, Affordable electrician in San Diego

So, having an idea of what’s in your customers’ minds can help you tailor your keywords to match what they’re looking for.

Using Competitors for Your Local Keyword Research

Can you really steal your competitors’ keywords? Absolutely! Analyzing your competitors’ strategies can be a goldmine for your own local keyword research. It’s like peeking into their playbook to see what works and where you can outshine them. 

Here’s a breakdown of how to examine your competition and use their tactics to your advantage:

1. SERP Sleuthing: Start by searching for your target keywords in Google. Competitors consistently appearing at the top are your focus.
   
2. Content Deep Dive:  Check their content. Are they focusing on blog posts, local news, or testimonials? How are they using your target keywords? Look for patterns and see how you can create even more engaging content.
   
3. Other SEO Tactics: Pay close attention to their on-page SEO tactics. Are they optimizing their title tags, meta descriptions, and header tags? Have they claimed and optimized their Google Business Profile? By identifying their strengths and weaknesses, you can develop a strategy to surpass them.
   
4. Find the Gaps: What’s missing from their strategy? Are there any keywords they’re overlooking? Any content formats they haven’t explored? Identifying these gaps can give you a competitive edge.

Here’s an example of top searches for the keyword “best coffee in Seattle”:

Remember, this isn’t about copying; it’s about learning and doing it better. 

By analyzing these results, you can gain insights about your direct competition: their strengths, weaknesses, and overall online presence.

For example, notice how many of the top results showcase their coffee through enticing visuals. To stand out, you could focus on highlighting your unique atmosphere, baristas, or customer experience through high-quality photos and videos.

Additionally, check out how your competitors are leveraging their Google Business Profile listings. Along with photos, positive reviews play a crucial role in building credibility and attracting new customers.

The Best Local SEO Keyword Research Tools

I’ve already referenced Ubersuggest, but it’s worth highlighting again.  This user-friendly tool provides keyword ideas, traffic data, insights into similar websites, and more.

For example, if I search for ‘digital marketing agencies California,’ I get:

You can also choose from ‘prepositions,’ ‘related,’ ‘comparisons,’ and ‘questions,’ to get a better idea of search intent.

Other tools to consider in your local SEO keyword research:

• Google Keyword Planner: With this tool, you can see competitive keywords and get ideas for other related keywords.

• Moz Local: Get a free listing score and to gauge your online presence.

• Serpstat: Analyze your competition for a deeper understanding of SEO opportunities.

Ultimately, the best way to find the right keywords for your business is to experiment with different tools and techniques and analyze what works best for your specific business.

FAQs

Conclusion

Local keyword research should be an essential part of any small business marketing plan.

By understanding the keywords people in your area are searching for, you can create content and advertising that speaks to them directly, and by using the right tools like Ubersuggest, it’s easy to find out what those keywords are.
Search intent is also a vital part of online visibility, so be sure to build around matching your content to client needs to improve your overall local SEO.

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