Keyword research isn’t just a step in your marketing plan; it’s the foundation of your entire local SEO strategy. If you want to dominate local search results and have your business pop up right when potential customers are looking, mastering local keyword research is a must. Let’s break down how to do it step-by-step.
What is Local Keyword Research?
At its core, local keyword research is about understanding what terms your local audience is searching for. Think about it: when someone in your area is hunting for services you offer, what phrases are they typing into Google? The goal is to identify these search terms so you can tailor your SEO efforts to match.
Local keyword research ensures you don’t waste time on guesswork. As the saying goes, “You can’t hit a target you can’t see.” So, let’s get those eyes on the prize!
Why is Keyword Research Important for Local SEO?
Without proper keyword research, your local SEO strategy is like navigating without a map—confusing and ultimately unproductive. By targeting the right terms, you can:
Create landing pages that resonate with your audience.
Understand search behavior to align your offerings with what people want.
Explore related markets and possibly expand your service offerings.
Attract local consumers more effectively.
As a local business, knowing how to speak your customers' language is crucial.
How Do You Use Keyword Research for Local SEO?
Local keyword research focuses on three critical components: your core term, keyword modifiers, and location.
Identify Your Core TermYour core term is essentially the “what” of your business. For instance:
A hair salon might focus on “haircut” or “hairdresser.”
A law firm could target “attorney” or “lawyer.”
To kick off, jot down your core terms and then Google them to see what keywords your competitors are leveraging. You’ll often find gems you didn’t initially consider.
Extend Your Core Terms with Keyword ModifiersHere’s where things get interesting. Keyword modifiers are words or phrases that refine your core term. They make your search terms more specific and less competitive. Examples include:
“Best hairdressers near me”
“Affordable personal injury lawyer”
Using a keyword research tool to filter terms by difficulty can reveal less competitive keywords that are easier to rank for.
Add Your LocationsThis is where you pinpoint your audience geographically. Include specific towns, counties, and neighborhoods in your keywords. Think:
“Best hairdresser in Albany”
“Find a personal injury lawyer in NY”
Check your Google Analytics for location data. You can also explore “people also search for” sections to unearth additional location-based keywords.
Organize Your Relevant Keywords by Search IntentUnderstanding user intent is crucial. Keywords can fall into three categories:
Commercial Intent: Users are ready to make a purchase or book a service.
Informational Intent: Users are looking to learn something or solve a problem.
Navigational Intent: Users are trying to find your site directly.
By categorizing your keywords, you can tailor your content to meet the needs of your audience effectively. An informational keyword could be the basis for a blog post that answers a common question, while a commercial keyword might be used on a landing page designed for conversion.
Conclusion
With these steps, you’re well on your way to building a robust local keyword list that enhances your SEO strategy. Remember, this list isn’t set in stone. Regularly revisiting and updating your keywords is key to staying relevant in the ever-changing digital landscape.
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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