Local SEO focuses on optimizing your online presence to attract more business from relevant local searches.
The cornerstone of local SEO is understanding and targeting local keywords—terms that include location-specific phrases and help your business rank in a specific area.
In this blog, we will walk you through the process of researching keywords for local SEO to boost your visibility and attract local customers.
Why Is Local SEO Important?
Local SEO is vital for businesses that rely on attracting customers within a specific geographic area.
If you are a new business or if nobody knows about your services yet local SEO can provide a competitive edge. By focusing on local search intent, you can connect with customers actively seeking your products or services.
A Quick Stat: According to a recent survey, 46% of all Google searches seek local information. This demonstrates the importance of ensuring your business appears in these searches.
Understanding Local Keywords
Local keywords are search terms that signal intent for a product, service, or professional located nearby. Examples include:
- Emergency plumber near me
- Dentist in Toronto
- Moving company in Houston
- Local cleaners
The intent behind these searches is clear: users want to find businesses in their area that offer specific services or solutions.
Implicit vs. Explicit Local Keywords
- Implicit Local Keywords: These keywords do not mention a location explicitly but imply it. Example: “Emergency plumber near me.”
- Explicit Local Keywords: These keywords include a specific location. Example: “dentist in Toronto.”
Understanding the distinction helps you optimize content for both types, capturing a broader range of search queries.
How to Do Local Keyword Research
Local keyword research involves identifying relevant keywords based on their volume, intent, difficulty, and competitive analysis. Follow this step-by-step breakdown to simplify the process.
Step 1: List Your Products, Services, and Solutions
Start by brainstorming all the products or services you offer:
- Write them down on paper or use a spreadsheet.
- Visit competitors’ websites to ensure you’re not missing any relevant offerings.
For example, a moving company might provide:
- Home moving
- Office moving
- Apartment moving
- Single-item moving
Bonus Tip: Consider including your city or region in your domain name if possible (e.g., HoustonMovingServices.com). This can provide a minor SEO advantage.
Step 2: Add Keyword and Location Modifiers
Adding location modifiers ensures that Google and users recognize your business as a local entity. Examples include:
- Dentist in Houston, TX
- Emergency plumber in Los Angeles
- Local bakery near Chicago
Why It Matters: Adding a location builds trust and increases the likelihood of users choosing your business over competitors located farther away.
Step 3: Group and Map Keywords to URLs
To organize your keywords:
- Group keywords with similar intent together. For instance, “home moving,” “house moving,” and “residential moving” can be grouped under one page.
- Create separate pages for services with distinct intent. For example, “apartment moving” may warrant its own page.
Test to Decide: Search for a keyword and compare the top 10 search results. If 7 out of 10 results have the same intent, group those keywords. Otherwise, create a separate page.
Step 4: Check Competitors’ Keywords
Analyze your competitors’ websites to identify their targeted keywords. Look at:
- Meta titles
- Meta descriptions
- Headings
Use tools like SEMrush or Ahrefs to uncover keywords driving traffic to their sites.
Step 5: Choosing Keywords
Choose keywords that have:
- High search volume: More people are searching for them.
- Low keyword difficulty: Easier to rank.
These long-tail keywords are often less competitive and more specific, making them ideal for local SEO.
Using Local Keywords Effectively
After selecting your keywords, ensure they are integrated strategically into your content:
- Meta Titles: Include the keyword and location (e.g., “Top Dentist in Houston | [Business Name]”).
- Meta Descriptions: Write compelling descriptions with the keyword to increase click-through rates.
- Headings: Use H1, H2, and H3 tags to incorporate keywords naturally.
- Website Content: Place keywords naturally throughout your page content while maintaining readability.
- Page URLs: Use clean URLs with keywords (e.g., “www.example.com/houston-dentist”).
- Image Alt Tags: Add descriptive alt tags with keywords (e.g., “Dentist in Houston TX performing a root canal”).
- Google Business Profile: Optimize your business profile with accurate keywords and location data.
- Listings and Social Media: Consistently use local keywords in your business directories and social profiles.
- Paid Ad Campaigns: Target location-specific keywords in your ad copy to ensure relevance.
Conclusion
Researching keywords for local SEO strategy requires a systematic approach to ensure your business ranks well for searches within your area. By understanding the nuances of local keywords and strategically using them, you can connect with potential customers and grow your business effectively. Start your local SEO journey today and watch your business thrive in the local market!