Local SEO Keyword Research: How To Target Local Keyword Searches

In today’s digital landscape, local businesses increasingly realize the importance of having a robust online presence to attract customers in their specific geographic areas. This is where Local SEO (Search Engine Optimization) comes into play. Local SEO optimizes a website and online presence to rank higher in local search results.

Local SEO keyword research involves the systematic process of identifying and selecting keywords that are relevant to a specific location or geographic area. It aims to uncover local consumers’ search terms and phrases when looking for products, services, or information online. In addition, this research aims to optimize a website’s content and online presence to align with these localized keywords, increasing visibility in local search results.

Local SEO keyword research serves several vital purposes.

  1. Firstly, it helps businesses understand their target audience better by gaining insights into their search behavior and preferences. By knowing the specific keywords people use when searching locally, companies can create relevant and targeted content that resonates with their potential customers.
  2. Secondly, local keyword research allows businesses to optimize their website and other online assets to align with search engine algorithms. Search engines, such as Google, consider the relevance of keywords in determining search result rankings. Therefore, by incorporating the right keywords into website content, meta tags, and other elements, businesses can signal to search engines that their website is a valuable resource for local search queries.
  3. Lastly, local SEO keyword research enables businesses to gain a competitive edge in their local market. By understanding the keyword landscape and analyzing competitors’ strategies, companies can identify opportunities to target less competitive but highly relevant keywords. This can help them attract organic traffic and stand out from competitors in local search results.

Key differences between general keyword research and local keyword research

While national and local keyword research share similarities, key differences make local keyword research unique. Understanding these differences is crucial for effective local SEO implementation.

  • In general keyword research, the focus is on identifying keywords with high search volume and relevance on a broader scale. As a result, these keywords are often more competitive and target a larger audience. On the other hand, local keyword research narrows the focus to keywords that are specific to a particular location. These keywords incorporate geographic modifiers, such as city names, neighborhood names, or even ZIP codes, to target local searchers.
  • Another distinction lies in the intent behind the search queries. Local keyword research recognizes that users searching with local intent are likely looking for nearby businesses or services. Therefore, local SEO keyword research emphasizes identifying keywords that align with this intent, ensuring companies can connect with potential customers in their immediate vicinity.
  • Furthermore, local keyword research considers the local market’s unique characteristics, such as regional dialects, slang terms, or specific landmarks. By incorporating these local nuances into keyword research, businesses can tailor their content to resonate with their target audience on a more personal and regional level.

Identifying Local Keywords

Utilizing local keyword research tools and resources

Leveraging the right tools and resources is essential to identify local keywords effectively. Here are some valuable resources to aid in your local keyword research:

  1. Google Keyword Planner: Google’s Keyword Planner is a powerful tool that provides insights into keyword search volumes, competition levels, and suggested keywords. It allows you to filter results based on location, making it ideal for local keyword research.
  2. Google Trends: Google Trends helps you understand the popularity of specific keywords over time. You can narrow the results to particular regions or cities to gain insights into local search trends and identify emerging keywords.
  3. Local keyword research tools: Several third-party tools are designed specifically for local keyword research. Examples include Moz Local Market Analytics, SEMrush’s Local Keyword Research Tool, and BrightLocal’s Local Search Grid. These tools offer advanced features like competitor analysis, local search volume data, and keyword suggestions tailored to specific locations.

Understanding the target audience and their search behavior

To uncover relevant local keywords, it’s crucial to understand your target audience and their search behavior. Consider the following strategies:

  1. Customer surveys and feedback: Engage with your existing customers and collect feedback on their language when searching for products or services. Surveys or feedback forms can provide valuable insights into the keywords they associate with your business and the location-specific terms they use.
  2. Local forums and communities: Participate in regional online forums, social media groups, and community platforms. Consider members’ conversations and language when discussing local businesses or seeking recommendations. This can give you valuable insights into the keywords and phrases commonly used by locals.
  3. Analyzing website analytics: Review your website analytics to identify the organic search terms driving traffic to your site. Look for location-specific keywords that are performing well and consider expanding on those themes.

Analyzing local competitors and their keyword strategies

Exploring your local competitors can provide valuable insights into their keyword strategies and help you discover untapped keyword opportunities. Here’s how to conduct competitor analysis for local keyword research:

  1. Identify top competitors: Identify businesses in your local market that are similar to yours or target the same audience. Analyze their websites, content, and online presence to understand their keyword targeting strategies.
  2. Analyze website content and meta tags: Examine your competitors’ website content, meta titles, meta descriptions, and header tags to identify the keywords they target. Look for location-specific keywords they use to optimize their content for local search.
  3. Review local directories and citations: Explore local directories, review sites, and citation listings where your competitors have a presence. Please pay attention to the keywords they use in business descriptions and their chosen categories. This can provide insights into popular local keywords in your industry.
  4. Use SEO competitor analysis tools: Utilize SEO competitor analysis tools like Ahrefs, SEMrush, or Moz to gain a comprehensive view of your competitors’ keyword strategies. These tools can reveal the keywords they rank for, their organic search traffic, and potential keyword gaps you can exploit.

Leveraging these strategies, tools, and resources can help you identify relevant local keywords that align with your target audience’s search behavior. This knowledge will be a foundation for optimizing your website and online presence to improve visibility in local search results.

Conducting Keyword Research

Brainstorming and generating initial keyword ideas

The first step in conducting keyword research is to create a list of initial keyword ideas. Start by brainstorming relevant terms and phrases associated with your business, products, or services. Consider the following approaches:

  1. Core offerings: Identify your business’s primary products or services and list the keywords directly related to them. For example, if you’re a local bakery, keywords like “freshly baked bread,” “artisan pastries,” or “custom cakes” would be relevant.
  2. Location-specific terms: Incorporate geographic modifiers into your keyword ideas to target local searches. Include city names, neighborhood names, or other location-specific terms. For example, “bakery in [city name]” or “best pastries in [neighborhood name].”
  3. Long-tail keywords: Long-tail keywords are more specific and often have lower search volumes but higher intent. They can help you target niche audiences, such as “gluten-free bakery in [city name]” or “wedding cake baker near [venue name].”

Expanding keyword lists using relevant modifiers and variations

Once you have your initial keyword list, expand it by incorporating relevant modifiers and variations. This helps capture additional search queries and long-tail variations. Consider the following strategies:

  1. Local modifiers: Add localized terms such as “near me,” “in [city name],” or “close to [landmark name]” to your keywords. This ensures you target users searching for local businesses within a specific area.
  2. Product or service modifiers: Include descriptive terms that specify variations or features of your offerings. For example, if you’re a fitness center, include keywords like “24-hour gym,” “group fitness classes,” or “personal training.”
  3. User intent modifiers: Consider the intent behind users’ searches and add relevant modifiers. For example, include terms like “best,” “affordable,” “reviews,” or “tips” to capture users who are looking for specific recommendations, pricing information, or advice.

Assessing keyword search volume and competition levels

Once you have a comprehensive keyword list, evaluating each keyword’s search volume and competition levels is essential. This helps prioritize your efforts and identify the most valuable keywords. Consider the following methods:

  1. Use keyword research tools: Utilize tools like Google Keyword Planner, SEMrush, or Moz Keyword Explorer to obtain data on search volumes and competition levels for your keywords. These tools provide insights into the number of monthly searches and the level of competition for each keyword.
  2. Analyze keyword difficulty: Keyword difficulty refers to how challenging it is to rank for a particular keyword. Tools like SEMrush and Moz offer a keyword difficulty score that helps you understand the level of competition for each keyword. Focus on keywords with a balance of relevance and attainable difficulty.
  3. Consider long-tail keywords: Long-tail keywords often have lower search volumes but are less competitive. Prioritize long-tail keywords that align with your target audience and are more likely to convert into customers.

Prioritizing keywords based on relevancy and potential impact

Once you have evaluated the search volume and competition levels, it’s time to prioritize your keywords based on relevancy and potential impact. Consider the following factors:

  1. Relevance: Ensure your chosen keywords align with your business, products, or services. Focus on keywords that accurately represent what your target audience is searching for.
  2. Local intent: Prioritize keywords with solid local intent specific to your target geographic area. These keywords help you connect with local customers actively seeking businesses like yours.
  3. Conversion potential: Consider the likelihood of keywords leading to conversions or desired actions. Keywords that indicate

Optimizing Local Content with Keywords

Incorporating keywords naturally into website content and meta tags

Optimizing your local content with relevant keywords is essential to improve your visibility in local search results. Here’s how you can incorporate keywords naturally into your website content and meta tags:

  1. Homepage and core pages: Review your homepage and core pages, such as About Us, Services, or Products, and ensure they include your primary local keywords. Integrate the keywords seamlessly into headings, subheadings, and body content, maintaining a natural flow of language.
  2. Location-specific landing pages: Create dedicated landing pages for each target location or geographic area you want to target. Optimize these pages with location-specific keywords, including the city or neighborhood name, to increase visibility in local searches.
  3. Meta titles and descriptions: Craft unique and compelling meta titles and descriptions for each page, incorporating relevant local keywords. Meta titles should be concise and descriptive, while meta descriptions should provide a compelling summary of the page’s content.
  4. Image alt tags: Optimize your image alt tags by including relevant keywords. This helps search engines understand the context and relevance of your images. Additionally, consider using location-specific keywords in alt tags for images related to local events, landmarks, or places.

Creating location-specific landing pages and optimizing them for local searches

Location-specific landing pages are a powerful tool to target local searches effectively. Here’s how you can optimize them for maximum impact:

  1. Unique and valuable content: Each location-specific landing page should have unique and valuable content relevant to that area. Provide information about the products, services, or offerings available at that location and any localized details or promotions.
  2. Include location-specific keywords: Incorporate location-specific keywords naturally throughout the landing page’s content. This includes mentioning the city name, neighborhood name, or other relevant geographic terms in a way that feels organic and useful to the reader.
  3. NAP (Name, Address, Phone number): Ensure your NAP information is consistent and prominently displayed on each location-specific landing page. This helps search engines understand your business’s physical presence in that area and reinforces its relevance to local searches.
  4. Embed a Google Map: Embedding a Google Map on each location-specific landing page provides visitors with a visual representation of your business’s location. This helps users find you quickly and reinforces your local relevance to search engines.

Maximizing the impact of keywords in titles, headings, and alt text

Maximize the impact of keywords in titles, headings, and alt text to optimize your local content further. Here’s how:

  1. Title tags: Place your primary local keyword near the beginning of the title tag for each page. This helps search engines understand the page’s relevance to local search queries. Keep the title tag concise, compelling, and under 60 characters.
  2. Heading tags: Use heading tags (H1, H2, H3, etc.) to structure your content and include relevant local keywords in headings. This provides a clear hierarchy and signals the importance of keywords to search engines.
  3. Alt text for images: When optimizing images on your website, include descriptive alt text with relevant local keywords. Alt text provides context for search engines and improves accessibility for users who rely on screen readers.

Integrating keywords in URL structures and internal linking

Optimizing URL structures and internal linking can further enhance the impact of local keywords on your website. Consider the following strategies:

  1. URL structures: Include relevant local keywords in your URL structures when creating location-specific landing pages or optimizing existing URLs. For example, use “yourwebsite.com/city-name/product-name” for a specific product page.
  2. Internal linking: Link to relevant location-specific landing pages from other pages on your website. This internal linking strategy helps search engines understand the connection between different pages and reinforces the relevance of local keywords throughout your website.

By optimizing your local content with relevant keywords, you can increase your chances of ranking higher in local search results and attracting targeted local traffic to your website. Remember to maintain a natural and user-friendly approach, ensuring your content is valuable, informative, and engaging for your local audience.

Tracking and Analyzing Local Keyword Performance

Setting up local SEO tracking tools and analytics

To effectively track and analyze the performance of your local keywords, it’s crucial to set up appropriate tracking tools and analytics. Consider the following steps:

  1. Google Search Console: Set up Google Search Console for your website. It provides valuable insights into how your website appears in search results, the keywords that drive traffic to your site, and your website’s overall performance in search.
  2. Google Analytics: Install Google Analytics to track your website’s organic search traffic. It provides detailed data on user behavior, keyword performance, conversion rates, and more.
  3. Local SEO tracking tools: Utilize local SEO tracking tools like BrightLocal, Moz Local, or SEMrush to monitor keyword rankings, local search visibility, and online mentions of your business. These tools offer specific features for tracking and analyzing local keyword performance.

Monitoring keyword rankings and organic search traffic

Once your tracking tools are set up, monitor keyword rankings and organic search traffic to assess the performance of your local keywords. Here’s how:

  1. Keyword ranking reports: Review keyword ranking reports from your local SEO tracking tools. These reports show how your keywords perform in search results, allowing you to identify fluctuations or changes in rankings.
  2. Organic search traffic: Use Google Analytics to monitor organic search traffic to your website. Analyze the volume of organic traffic, the landing pages that receive the most traffic, and the keywords that drive the highest amount of organic visits.
  3. Local search visibility: Local SEO tracking tools often provide visibility scores or metrics that indicate how visible your business is in local search results. Monitor these scores to understand your overall local search presence and identify areas for improvement.

Analyzing the effectiveness of keywords and making data-driven adjustments

Analyzing the effectiveness of your local keywords is crucial for ongoing optimization. Follow these steps to make data-driven adjustments:

  1. Keyword performance analysis: Analyze keyword ranking reports and organic search traffic data to identify keywords performing well and driving significant traffic to your website. Focus on keywords that are driving relevant traffic and converting into customers.
  2. Conversion tracking: Set up conversion tracking in Google Analytics to measure the effectiveness of your keywords in driving desired actions, such as form submissions, phone calls, or online purchases. Identify keywords that have a higher conversion rate and prioritize their optimization.
  3. Assessing user engagement metrics: Review user engagement metrics such as bounce rate, time on page, and pages per session for pages targeting specific local keywords. High bounce rates or low engagement metrics may indicate a need for content improvements or better keyword targeting.
  4. Keyword refinements: Based on your analysis, refine your keyword strategy. Consider optimizing underperforming keywords by improving content, adjusting on-page optimization, or exploring new opportunities. Continuously monitor and adjust your keyword targeting to improve performance.

Identifying new keyword opportunities based on user behavior

Keyword research and analysis should be an ongoing process. Stay proactive by identifying new keyword opportunities based on user behavior. Consider the following tactics:

  1. Search term analysis: Analyze users’ search terms to find your website. Look for patterns, long-tail variations, or emerging keywords that can be incorporated into your local SEO strategy.
  2. User-generated content: Monitor user-generated content, such as reviews, comments, or social media discussions related to your business. Pay attention to the language and keywords used by your customers and prospects, and consider incorporating them into your keyword strategy.
  3. Stay updated with local trends: Stay informed about local trends, events, or changes in consumer preferences. Adapt your keyword targeting to align with these trends, ensuring your content remains relevant to local searchers.

By tracking and analyzing local keyword performance, you can identify opportunities for improvement, refine your keyword strategy, and ensure that your local SEO efforts effectively drive relevant traffic and conversions. Continuously monitor and adjust your keyword targeting based on data-driven insights to stay ahead in the local search landscape.

Localizing SEO for Multiple Locations

Strategies for businesses with multiple locations or franchises

Managing SEO for businesses with multiple locations or franchises requires a strategic approach to ensure each location receives optimal visibility in local search results. Consider the following strategies:

  1. Create dedicated location pages: Develop individual landing pages for each location, providing unique and localized content. Include location-specific information such as addresses, phone numbers, business hours, and testimonials or reviews for each site. This helps search engines understand the relevance of each location to local search queries.
  2. Optimize local business listings: Claim and optimize local business listings on platforms like Google Business Profile, Bing Places for Business, and industry-specific directories. Ensure accurate and consistent NAP (Name, Address, Phone number) information across all listings. Customize each listing with location-specific details, photos, and relevant keywords.
  3. Implement local schema markup: Use schema markup, specifically LocalBusiness schema, to provide search engines with structured data about your multiple locations. The schema markup should include location-specific details such as addresses, phone numbers, opening hours, and reviews.
  4. Develop localized content: Create localized content for each location to target the unique needs and preferences of the local audience. This can include blog posts, articles, or event announcements specific to each location. Optimize this content with location-specific keywords to enhance local relevance.

Implementing location-specific keyword targeting

When targeting multiple locations, it’s essential to customize your keyword strategy for each location. Consider the following approaches:

  1. Location-specific keywords: Incorporate location-specific keywords into your content, meta tags, headings, and URLs for each location. Use the city, neighborhood, or other geographic modifiers to signal local relevance. For example, “Italian restaurant in [City]” or “Best hair salon in [Neighborhood].”
  2. Long-tail variations: Focus on long-tail keywords that combine location and service-specific terms. These keywords capture highly targeted local search queries. For example, “family dentist in [City]” or “organic grocery store near [Landmark].”
  3. Geo-modified terms: Include geo-modified terms like “near me,” “close to [Landmark],” or “in [City]” to capture location-specific intent. This helps target users who are actively seeking nearby businesses.

Managing local SEO campaigns at scale

Managing local SEO campaigns at scale requires efficient processes and tools to streamline your efforts. Consider the following strategies:

  1. Centralized management: Establish a centralized system or platform to manage and monitor local SEO activities across multiple locations. This ensures consistency in branding, NAP information, and overall SEO strategies.
  2. Standardized optimization guidelines: Develop guidelines and best practices for local SEO optimization. This includes on-page optimization techniques, content creation, citation management, and review management. Provide training and resources to ensure consistency and adherence to these guidelines across all locations.
  3. Regular audits and performance tracking: Conduct regular audits to assess the performance of each location’s SEO efforts. Monitor keyword rankings, organic search traffic, conversion rates, and other relevant metrics. Identify areas for improvement and provide guidance or support to locations needing assistance.
  4. Local SEO Reporting: Generate regular reports that provide an overview of the performance of each location’s SEO efforts. Share key metrics, insights, and recommendations with location managers or franchisees to keep them informed and engaged in optimization.

By implementing these strategies, businesses with multiple locations can effectively localize their SEO efforts, enhance visibility in local search results, and attract customers to each location.


In conclusion, local SEO keyword research is a continuous process that requires a combination of strategic thinking, data analysis, and adaptation. Investing time and effort into understanding your target audience, optimizing your content with relevant keywords, and staying current with industry trends can significantly enhance your online visibility, attract local customers, and drive business growth in your target locations.