Keyword research is the secret sauce behind every successful local SEO strategy. If you're looking to dominate local search results and drive traffic that actually converts, you’ve got to nail your keyword game. No, this isn’t about guessing which terms sound good—it’s about understanding how your customers search online and making sure your business shows up when they’re ready to buy.
Let’s break it down.
What Is Local Keyword Research?
Local keyword research helps businesses figure out what search terms customers in their area are using to find services like theirs. It’s all about knowing which keywords will help you show up in the right local search results and give you a leg up on the competition.
Think of it like this: when someone searches for “best tacos near me,” local keyword research ensures that your taco joint pops up in their results instead of someone else’s.
Why Is Keyword Research So Important for Local SEO?
Keyword research sets the foundation for everything else. It helps you:
Create optimized landing pages that speak directly to what people are searching for.
Understand how your customers think and what they need.
Find gaps in your SEO strategy and new opportunities to grow.
Capture more local traffic by targeting the right terms.
Guessing at keywords? That’s like throwing spaghetti at the wall and hoping it sticks. Doing proper research? That’s like being a sniper—direct, accurate, and effective.
The Local Keyword Research Process: Step-by-Step
You don’t need to be an SEO genius to figure out local keywords—you just need a process. Here’s a step-by-step guide to building a killer keyword list for your local SEO.
Step 1: Identify Your Core Term
The first step is figuring out your core term—the main keyword that best represents what your business does. This is your bread and butter.
For example:
If you own a hair salon: Your core terms might be “haircut,” “hairstylist,” “barber.”
If you run a law firm: Your core terms could be “lawyer,” “law firm,” or “personal injury attorney.”
You can start by brainstorming core terms based on your business offerings. Then, do a quick Google search to see what keywords your competitors are targeting. You’ll be surprised at what you might be missing.
Step 2: Extend Core Terms with Keyword Modifiers
Now, let’s add keyword modifiers to your core terms. These modifiers help you target more specific, and often less competitive, search queries.
For example:
“Best hairdressers near me”
“Affordable personal injury lawyer”
Adding modifiers like “best,” “affordable,” or “near me” will make your keyword strategy more precise and help you tap into high-intent searches—those closer to a purchasing decision.
Pro tip: Use tools like Ahrefs, SEMrush, or Moz to filter out highly competitive keywords and focus on those with less competition but still high potential.
Step 3: Add Your Location
Local SEO is all about…well, local. So, make sure you’re adding location keywords into the mix.
For example:
“Best hairdresser in Austin”
“Top-rated personal injury lawyer in Chicago”
Look at your core terms, add in your location, and now you’ve got a locally optimized keyword. You can even get granular with neighborhoods or districts if it makes sense for your business. Google Analytics can give you insights into where your web traffic is coming from, which can help you pinpoint the locations you should be targeting.
Step 4: Organize Keywords by Search Intent
Not all searches are created equal. Some people are looking to buy now (high-intent), while others are just researching or learning. You’ve got to group your keywords based on search intent so you know how to use them in your SEO strategy.
Commercial/Transactional: These are the moneymakers. Keywords like “book a haircut now” or “buy best lawyer services” indicate someone is ready to make a decision.
Informational: These keywords are for people in the research phase, such as “how to choose a lawyer” or “best haircut styles 2024.”
Navigational: This is when people are searching specifically for your business name or product.
By organizing keywords by intent, you’ll know which terms to use in service pages, blog posts, or FAQs. Commercial terms should be on high-converting pages, while informational keywords are great for blog content or guides.
Tools to Make Local Keyword Research Easier
There are tons of tools out there to make keyword research easier, like:
Google Keyword Planner: Great for basic keyword ideas and search volumes.
Ahrefs or SEMrush: These will give you keyword difficulty scores, search volumes, and even competitor insights.
Moz: Moz is excellent for local SEO, with tools to help you track rankings and optimize local listings.
Use these tools to refine your list, cut out overly competitive terms, and find hidden gems that will drive real results.
Wrapping Up Your Local Keyword Strategy
Once you’ve gone through these steps, you should have a solid keyword list that’s tailored for your local market. Now it’s time to start optimizing your site—adding those keywords into your page titles, meta descriptions, headers, and content.
Remember, keyword research isn’t a “one and done” thing. Keep an eye on trends, watch what’s working, and adjust your strategy as needed. Local search is dynamic, and your keywords should evolve with your business.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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