Local SEO Keyword Research: 5 Proven Secrets for Success

Local SEO keyword research is the heart of ensuring that your business stands out in search results. Here’s why:

• Increased Visibility: Target the right words to ensure your business pops up when locals search for your services.
• Customer Connection: Reach potential customers who are ready to buy by using terms they’re searching for.
• Competitive Edge: Stay ahead by understanding what keywords your neighbors are not yet capitalizing on.

The primary goal is to connect your business with customers who are nearby and ready to engage. By knowing what local searchers are typing in, you can make sure they’re finding you at the top of search results.

I’m Randy Speckman, founder and CEO of Randy Speckman Design. My experience with local SEO keyword research comes from years of helping over 500 businesses craft the right digital strategies to connect with their ideal customers. Transitioning from keyword insights to actionable steps, let’s explore how local SEO can drive real traffic and engagement for your business.

Understanding Local SEO Keyword Research

Local SEO keyword research is all about understanding local intent. This means figuring out what people in your area are searching for when they’re looking for products or services like yours.

Local Intent: The Heart of Local Searches

When someone searches for a service or product, they often want something nearby. This is called local intent. For example, if someone searches for “coffee shop,” they probably want a nearby place, not one across the country.

Google is smart enough to know this. It uses your location to show results that are relevant to where you are. This makes understanding local intent crucial for businesses wanting to attract nearby customers.

Explicit vs. Implicit Keywords: Knowing the Difference

Local search intent can be split into two types of keywords: explicit and implicit.

Explicit Local Keywords: These are searches where the user clearly states a location. For instance, “plumber in San Diego” or “bakery near Central Park.” These keywords make it obvious that the searcher wants local results.

Implicit Local Keywords: These don’t mention a location but still have local intent. For example, someone might just type “plumber” into Google. Even without a location, they still want a nearby service. Google picks up on this and shows local results based on the searcher’s location.

Why This Matters

Knowing the difference between explicit and implicit keywords helps you tailor your SEO strategy. By optimizing for both types, you ensure your business shows up whether someone specifies a location or not.

For example, Anderson Plumbing in San Diego ranks high for the explicit keyword “plumbers in San Diego.” This business also appears in the local pack, boosting its visibility further.

By focusing on both explicit and implicit keywords, you can capture a wider audience. This means more potential customers finding your business when they need it most.

In the next section, we’ll dive into the steps to conduct local SEO keyword research effectively.

Steps to Conduct Local SEO Keyword Research

Conducting effective local SEO keyword research involves a few key steps. Let’s break it down.

1. List the Services You Offer

Before diving into keyword research, you need a clear list of the services your business provides. This helps identify specific keywords that potential customers might use.

Start with Brainstorming: Write down all services you offer. For instance, a plumber might list “drain unblocking,” “boiler repairs,” and “radiator installation.”

Expand Your List: Use tools like the “Having same terms” report in Ahrefs to find services you might have missed. This ensures a comprehensive list of what people are actually searching for.

2. Check for Local Intent

Local SEO is all about targeting keywords with local intent. This means the person searching wants a local service or product.

Identify Local Intent: Ask yourself if the service naturally requires a local provider. For example, “emergency plumbing” has obvious local intent, as people need someone nearby.

3. Check Search Volumes

Once you have your list of services, it’s time to check how often people search for these terms.

Use Keyword Tools: Tools like Google Keyword Planner show the average monthly search volume for each keyword. This helps prioritize which keywords to target based on popularity.

Balance Volume with Competition: High search volume is great, but often comes with high competition. Look for a balance between search volume and keyword difficulty to find sweet spots.

4. Group and Map Keywords

After identifying relevant keywords, group them based on intent and relevance. This helps in creating focused content that matches what users are searching for.

Create Keyword Clusters: Group similar keywords together. For example, “boiler repair” and “fix boiler” can be in the same cluster.

Map Keywords to Pages: Assign each keyword cluster to a specific page on your site. This ensures each page targets a unique set of keywords, avoiding keyword cannibalization.

Why This Process Works

By following these steps, you ensure that your SEO efforts are well-targeted. This means higher visibility in local searches, leading to more potential customers finding your business.

In the next section, we’ll explore the best tools to use for local SEO keyword research.

Tools for Local SEO Keyword Research

Finding the right tools can make local SEO keyword research much easier. Let’s explore some of the best options available:

Google Keyword Planner

Google Keyword Planner is a great starting point for any keyword research. It’s free and provides data straight from Google, making it reliable.

• Features: Offers search volume, competition levels, and keyword suggestions.
• Best For: Beginners and those looking for basic insights.
• Tip: Use it to find keywords with local modifiers like “near me” or specific city names.

Semrush

Semrush is a comprehensive tool that offers detailed insights into keyword trends and competition.

• Features: Provides search volumes, keyword difficulty, and competitor analysis.
• Unique Selling Point: Its Keyword Magic Tool is excellent for finding long-tail keywords.
• Best For: Businesses that want a deep dive into their SEO strategy.

Ahrefs

Ahrefs is known for its vast data library and accurate keyword metrics.

• Features: Includes keyword difficulty scores, return rate metrics, and click data.
• Unique Selling Point: Offers a “Content Gap” feature to find keywords your competitors rank for but you don’t.
• Best For: Those who need a robust tool for competitive analysis.

KWFinder

KWFinder is perfect for finding low-competition keywords with high search potential.

• Features: Offers keyword difficulty scores, search volumes, and trend analysis.
• Unique Selling Point: Its interface is very user-friendly, making it ideal for beginners.
• Best For: Small businesses looking for easy-to-rank local keywords.

These tools can help you uncover the best keywords to target for your local SEO efforts. Each tool has its strengths, so choose one that fits your specific needs and budget.

In the next section, we’ll discuss how to optimize for multiple locations using these keywords.

How to Optimize for Multiple Locations

Optimizing for multiple locations is crucial if your business serves various areas. Here’s how to do it effectively.

Location-Specific Keywords

First, focus on location-specific keywords. These are keywords that include the name of the city, town, or neighborhood you’re targeting. For instance, if you own a chain of bakeries, use keywords like “best bakery in San Diego” or “fresh bread in Brooklyn.”

• Why It Matters: Location-specific keywords help you appear in searches for local services, making it easier for potential customers to find you.

• How to Find Them: Use tools like Google Keyword Planner and Semrush to find popular search terms in each location.

Create Location Pages

Next, build dedicated location pages on your website. Each page should focus on a specific area and include relevant keywords. For example, if you have a dental practice in multiple cities, create a page for each city with unique content.

• Content Tips: Include details like the address, phone number, and operating hours. Add customer testimonials from that area and mention any location-specific services.

• SEO Benefits: Location pages improve your site’s relevance for local searches and improve your chances of ranking higher in search engine results.

Optimize Your Google Business Profile

Your Google Business Profile is a powerful tool for local SEO. Ensure each business location has its own profile, accurately filled with relevant keywords.

• Business Description: Naturally incorporate location-specific keywords. For instance, “Leading plumbing services in Austin.”

• Photos and Reviews: Upload images with descriptive filenames, such as “plumber_Austin.jpg.” Encourage satisfied customers to leave positive reviews mentioning the location.

• Categories: Choose the correct categories that match your services and include your target keywords.

Consistency is Key

Ensure that your business name, address, and phone number (NAP) are consistent across all online platforms. This consistency boosts your credibility with search engines and helps improve local search rankings.

By implementing these strategies, you can effectively optimize for multiple locations, ensuring that your business appears prominently in local search results across different areas.

Frequently Asked Questions about Local SEO Keyword Research

How to research keywords for local SEO?

Researching keywords for local SEO is all about understanding what your potential customers are searching for and how they phrase their queries. Start by identifying industry keywords—these are the core terms that describe your business and services. For example, a florist might focus on words like “flower delivery” or “wedding bouquets.”

Keyword modifiers are essential. They make your keywords more specific and less competitive. Adding words like “best,” “affordable,” or “near me” can help you capture more targeted traffic. For instance, “best flower delivery near me” narrows down the search to users ready to make a purchase.

Location terms are crucial for local SEO. They include the name of the city, town, or neighborhood. Combine them with your industry keywords to create phrases like “wedding bouquets in Seattle.”

“Local keyword research is the backbone of any successful local SEO strategy,” says digital marketing expert Rand Fishkin.

How do I target local SEO?

Targeting local SEO involves several key strategies. First, ensure your Google Business Profile is fully optimized. This means using accurate business information, including your address, phone number, and business hours. Add relevant keywords to your business description and encourage customers to leave reviews.

Localized content is another powerful tool. Create blog posts or articles that focus on local events, news, or community activities. This not only boosts your local relevance but also engages your audience.

NAP consistency is vital. Your business’s name, address, and phone number should be identical across all online platforms. This consistency helps search engines verify your business’s authenticity and improves your search visibility.

Does local SEO work?

Absolutely, local SEO is highly effective. It’s all about improving your local ranking factors to increase your visibility in search results. When done right, local SEO can significantly boost your organic traffic.

Statistics show that in 2023, 76% of people who searched for something nearby visited a business within a day. This highlights the potential impact of local SEO on driving foot traffic and sales.

By focusing on local SEO strategies, businesses can achieve better search visibility, attract more local customers, and ultimately, increase their bottom line.

Conclusion

Local SEO is not just a trend; it’s a vital strategy for businesses looking to thrive in their local markets. At Randy Speckman Design, we understand the power of local SEO keyword research and the significant impact it can have on your business. Our expertise in web design is complemented by our strong focus on marketing, digital strategy, and conversion optimization.

We specialize in creating high-performing websites that are not only visually appealing but also optimized to convert visitors into customers. Our approach ensures that your website is structured to capture local search traffic effectively. By integrating targeted keywords, we help your business appear in local search results, making it easier for potential customers to find you.

Conversion optimization is at the heart of what we do. We don’t just stop at driving traffic to your site; we make sure that your visitors are compelled to take action. Whether it’s making a purchase, signing up for a newsletter, or contacting your business, our goal is to turn clicks into customers.

Our commitment to your success is unwavering. We are passionate about leveraging our web design expertise to boost your local presence and grow your business. If you’re ready to take your local SEO to the next level, explore our Local Business SEO services and see how we can help you succeed.

By focusing on the right keywords and optimizing your online presence, you can achieve greater visibility and attract more local customers. Let us guide you on this journey and open up the potential of your business with effective local SEO strategies.