Want your business to stand out in local search results? Local SEO keyword research is the key. With 46% of Google searches tied to local intent and 80% of local searches leading to a purchase, targeting the right keywords can help customers find you when they’re ready to act.
Here’s how to get started:
- Understand your audience: Focus on the terms your customers use to describe your services.
- Use location-based keywords: Combine your services with specific cities, neighborhoods, or landmarks.
- Leverage tools: Platforms like Google Keyword Planner, Ahrefs, and Moz help identify valuable local keywords.
- Track and refine: Monitor keyword performance and adjust your strategy to stay competitive.
How to Do Local Keyword Research for Your Small Business
Getting Ready for Local Keyword Research
Before diving into keyword tools, it’s essential to outline what your business offers, where you operate, and how your customers typically search for your services.
List Your Core Products, Services, and Categories
Start by breaking your offerings down into clear, simple categories. For example, if you own a bakery, you might organize your products into groups like birthday cakes, gluten-free pastries, wedding cakes, breads, cookies, and catering services.
Think about your customers’ needs and questions. Often, customers search based on specific problems or inquiries. For instance, a plumbing company might focus on terms related to clogged drains, water heater installation, emergency repairs, or bathroom renovations.
Use your Google Business Profile and competitor websites. These can provide a treasure trove of real-world search terms that your potential customers are using. Often, you’ll discover that the language they use differs from how you describe your services internally. Look for recurring phrases or common concerns – they often match what people type into search engines.
Ask your customers directly. A simple question like, "How did you find us online?" can reveal valuable keywords you might not have considered. Plus, it gives you insight into the language your audience naturally uses.
Add Location Terms to Your Keywords
Location-based keywords are the heart of local SEO. They help connect your business with the 76% of people who visit a local business within a day of searching for something nearby.
Start with your main service area. Focus on your primary city or town, then expand to include neighborhoods, ZIP codes, districts, and nearby landmarks. For example, an HVAC company in Denver might target phrases like "air conditioner repair in Denver", "heating services in Highlands Ranch", or "furnace installation near Cherry Creek Mall."
Think like your customers. Consider how locals might phrase their searches. A pizza restaurant in New York City, for example, could target terms like "best pizza in NYC", "NYC pizza delivery", or "top pizzeria in Manhattan."
Recognize urgency in local searches. Many local searches are time-sensitive. Keywords like "24-hour", "emergency", "same-day", or "near me" are common. A locksmith, for instance, might focus on phrases like "emergency locksmith downtown Chicago" or "24-hour key replacement near Union Station."
Don’t forget proximity-based terms. Not everyone searches using exact city names. Phrases like "near me", "close by", or references to local landmarks are popular. With 46% of all Google searches now being local, including these terms is crucial.
Balance broad and specific keywords. While a general term like "Italian restaurant" might get more searches, a targeted phrase like "authentic Italian restaurant in Little Italy San Francisco" is likely to attract customers who are ready to visit or make a reservation.
Understanding Local Search Intent
Local search intent combines immediate needs with geographic proximity. By understanding this, you can target keywords that not only bring in traffic but also turn visitors into customers.
Pinpoint local search intents – transactional, informational, and navigational. Transactional searches reflect users ready to act, like "pizza delivery near me" or "book massage appointment downtown." Informational searches focus on gathering details, such as "best dentist in Austin reviews" or "what services do local accountants provide." Navigational searches involve finding specific places or businesses, like "Starbucks on Main Street" or "directions to City Hall."
Match keywords to the customer journey. Someone searching "how to choose a real estate agent" is likely in the research phase, while "top real estate agent in Plano, Texas" suggests they’re ready to take action. Your keyword strategy should cover both exploratory and action-oriented queries.
Account for mobile search behavior. Mobile users often search with higher purchase intent. In fact, 76% of people who search for something nearby on their smartphone visit a related business within 24 hours. Mobile searches tend to be shorter and more direct, often including "near me" phrases, so optimizing for these queries is key.
Understand your local competition. In local search, you’re up against businesses in your immediate area. For example, a search for "best coffee shop" in Portland, Oregon, will produce entirely different results than the same search in Portland, Maine. Tailor your keywords to dominate your specific market rather than competing on a national level.
With these steps in place, you’re ready to start using keyword research tools to pinpoint the terms that matter most for your business. This preparation ensures your efforts are focused and effective as you move forward.
Tools for Local Keyword Research
Once you’ve got your basic keyword strategy in place, the next step is selecting the right tools to refine and execute your local SEO plan. The right tools can make the process smoother and even uncover opportunities you might not have considered.
Recommended Tools Overview
Google Keyword Planner is a go-to option for many businesses. This free tool, originally designed for paid search campaigns, gives you access to search volumes and related keyword suggestions using Google’s own data.
Google Trends is perfect for spotting seasonal patterns and location-specific trends. It’s a free tool that helps you identify how search behavior changes over time and across regions – valuable insights for shaping your local strategy.
Ubersuggest is known for its simplicity and its focus on local SEO. It provides keyword ideas, traffic stats, and competitor data, making it particularly effective for finding long-tail keywords that other tools might miss.
Ahrefs is a powerhouse for keyword research. Its Keywords Explorer offers detailed metrics like keyword difficulty, search volume, and click-through rates. It also uses AI to suggest seed keywords and includes intent labels to help you understand whether a keyword is informational, commercial, or transactional. Plans start at $129/month, making it a solid choice for businesses serious about SEO.
Semrush is an all-in-one SEO platform with a vast keyword database. Its Keyword Magic Tool and Keyword Gap tool are especially helpful for local businesses looking to analyze competitors and refine their strategies. Plans start at $139.95/month, making it a comprehensive option for those ready to invest.
Moz is a user-friendly platform ideal for beginners. Alongside its keyword research features, it offers Moz Local, which helps evaluate your online presence with a free listing score. Paid plans start at $49/month, making it one of the more affordable options for businesses starting out.
For businesses seeking a free, specialized resource, RedShift Local‘s SEO audit provides a thorough review of your online presence. This includes visibility checks, competitor insights, and local listing evaluations, offering a strong foundation for your keyword research.
The table below compares these tools to help you find the best fit for your needs.
Tool Comparison
| Tool | Starting Price | Best For | Key Strengths | Data Sources |
|---|---|---|---|---|
| Google Keyword Planner | Free | Basic research & PPC planning | Reliable search volumes, direct Google data | Google Ads |
| Google Trends | Free | Seasonal & trending insights | Time-based patterns, geographic breakdown | Google Search |
| Ubersuggest | – | User-friendly local research | Competitor insights, long-tail keywords | Multiple search engines |
| Ahrefs | $129/month | Comprehensive analysis | Large database, AI suggestions, intent labels | Proprietary crawling |
| Semrush | $139.95/month | All-in-one SEO platform | Keyword Magic Tool, gap analysis | Proprietary database |
| Moz | $49/month | Beginner-friendly research | Simple interface, local listing integration | Proprietary crawling |
| AnswerThePublic | $11/month | Question-based keywords | Highlights customer questions | Search autocomplete |
| SpyFu | $39/month | Competitor analysis | Historical data, rival strategies | PPC & organic data |
How to Choose the Right Tool for Your Business
The best tool for your business depends on your size, budget, and specific SEO goals.
- Small businesses can stick to free tools like Google Keyword Planner and Google Trends. Pairing these with RedShift Local’s free SEO audit can help you establish a solid starting point.
- Growing businesses with modest budgets may prefer platforms like Moz or AnswerThePublic. Moz’s integration with local listing management is especially useful for businesses with multiple locations, while AnswerThePublic uncovers customer questions that can guide your content.
- Established businesses with larger marketing budgets might consider Ahrefs or Semrush. These platforms offer advanced features like detailed competitor analysis, historical data, and robust filtering options to find high-value keywords.
- Service-based businesses often benefit from tools like AnswerThePublic, which focuses on question-based keywords to align with customer search intent.
- Multi-location businesses should opt for tools with strong geographic segmentation capabilities. Both Semrush and Ahrefs excel here, allowing you to tailor strategies for different areas while analyzing local competition.
"Ultimately, the best way to find the right keywords for your business is to experiment with different tools and techniques and analyze what works best for your specific business." – Neil Patel
Combining tools is often the smartest approach. For example, you could use Google Keyword Planner as a free baseline tool and supplement it with a paid option like Ahrefs or Semrush for deeper insights. This balanced strategy can help you cover all your bases and uncover keywords your competitors might miss – all while staying within your budget.
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Step-by-Step Local Keyword Research Process
Now that you’ve got your tools ready, it’s time to roll up your sleeves and dive into the keyword research process. Following this step-by-step approach will help you create a strategy that connects with local customers and drives targeted traffic to your business.
Create Your Seed Keywords
Seed keywords are the foundation of your research. They’re short, simple phrases that represent your core products or services. To come up with these, put yourself in the shoes of a new customer. What terms would they use to describe what your business offers locally?
Start by defining your main service keywords, then add location-specific modifiers. Don’t forget to include terms that reflect your customers’ needs. For example:
- A bakery might start with "cakes", "breads", or "pastries."
- An auto repair shop in London could use "car service" or "auto repair in London."
- A dentist in Minneapolis might go for "downtown Minneapolis dentist", "teeth cleaning warehouse district", or "Twin Cities cosmetic dentist."
To validate your ideas, use tools like Google Autocomplete or explore the "People Also Ask" section. You can also check competitor websites and gather feedback from your customers to uncover additional terms. Once you’ve nailed down your seed keywords, you’re ready to expand and refine your list.
Expand and Refine Your Keyword Lists
Now that you have your core keywords, it’s time to broaden your list to cover different local search intents. Google Suggestions and the "Related searches" section are excellent places to find long-tail variations and autocomplete ideas.
Leverage keyword tools to filter terms by location, search volume, competition, and user intent. This will help you discover a wide array of related phrases that build on your seed keywords.
Don’t overlook question-based searches. Many local customers phrase their queries conversationally, asking things like, "Where’s the best pizza near me?" or "What’s the cost of carpet cleaning in my area?"
Also, keep an eye on seasonal trends. Some keywords tend to spike during specific times of the year, so adjusting your list for these periods can help you capture timely traffic.
Analyze and Prioritize Keywords
With a robust list in hand, the next step is to evaluate and prioritize based on relevance and potential to convert. Group your keywords by location, service type, and intent, and focus on those that strike a balance between search volume and competition.
For local businesses, transactional keywords (like "buy", "hire", or "book") and navigational keywords (where users are searching for a specific business or location) are particularly valuable. While high-volume keywords might seem tempting, they’re often dominated by larger brands. Instead, aim for keywords with a manageable level of competition within your local area.
Seasonal trends can also influence your priorities. Some keywords become more relevant during certain times of the year, so revisit your list regularly to stay ahead of these shifts. By focusing on the right mix of keywords, you’ll be better positioned to optimize your site and attract high-quality local traffic.
If you’re looking for expert help with your local SEO efforts, check out RedShift Local. They offer a free local SEO audit and personalized advice to fine-tune your keyword strategy and strengthen your local online visibility.
Using and Tracking Local Keywords
Once you’ve fine-tuned your list of local keywords, the next step is putting them to work. Strategically incorporating these keywords across your digital presence and keeping tabs on their performance can transform your research into measurable business results.
Add Keywords to Your Online Assets
Your local keywords should flow naturally throughout your online content. Start by weaving them into your website’s key areas – page titles, meta descriptions, headers, and body text. For instance, a Phoenix-based plumbing company might optimize its emergency services page with phrases like "24-hour plumber Phoenix" or "emergency plumbing Scottsdale area."
Don’t overlook your Google Business Profile, which is a major driver of local traffic. Use your primary local keywords in your business description, services section, and even in posts. When uploading photos, give them descriptive filenames that include location-specific terms, such as "downtown-seattle-coffee-shop-interior.jpg."
Consistency is crucial for local directory listings like Yelp, Yellow Pages, and other industry-specific platforms. Ensure your business name, address, and phone number (NAP) match across all listings, and incorporate your target keywords where appropriate. Social media is another opportunity – use location tags, local hashtags, and references to neighborhood landmarks or events to reinforce your local presence.
Once your keywords are in place, the next step is tracking their performance.
Track Keyword Performance
Tracking helps you move from guesswork to a data-driven approach. Regularly monitor your local keywords and Google Business Profile metrics to catch any sudden ranking changes. Monthly reviews can help you identify ranking trends, competitor movements, and seasonal shifts, while quarterly assessments allow you to measure overall progress and refine your strategy.
"Tracking and improving your local keyword rankings isn’t just a one-time task – it’s an ongoing process that keeps your business visible, competitive, and ready to attract local customers."
– Kate Herbert-Smith, BrightLocal
Focus on keywords that match local search intent, such as "service + location" combinations, "near me" searches, and terms tied to neighborhoods or landmarks. Automated tools can simplify this process and avoid the inaccuracies of manual searches caused by personalized results.
Improve Your Strategy Over Time
Use insights from tracking to continually fine-tune your strategy. If certain keywords aren’t performing well, dig deeper to identify the issue. It could be content-related, a technical SEO problem, or simply high competition in your area.
Pay attention to both ranking positions and search volumes to gauge which keywords are driving traffic to your site. If a keyword ranks well but isn’t generating qualified leads, it might indicate a mismatch between search intent and your content. Adjust on-page elements like title tags, meta descriptions, and content based on performance data.
Other ways to boost your local visibility include improving website usability (e.g., faster load times, mobile-friendly design), earning backlinks from local websites, and encouraging customer reviews on your Google Business Profile. Adding local schema markup can also help search engines better understand your business and improve your visibility in local search results.
If managing all of this feels like too much to handle, RedShift Local offers tracking and optimization services tailored to local SEO. Their free local SEO audit can spot gaps in your tracking setup and provide actionable steps for improvement.
Conclusion
Local SEO keyword research is your gateway to connecting with customers in your area who are ready to take action. With nearly 80% of local searches leading to purchases, every carefully chosen keyword can drive more traffic and, ultimately, more revenue. Plus, with 21% of Americans searching online for local businesses daily, the opportunities to attract local traffic are constant and abundant.
By following the strategies outlined earlier, you can create a keyword plan that delivers precise, local results. Begin with your core services, expand your keyword list using reliable tools, study your local competitors, and keep a close eye on your performance. Incorporate both specific location-based terms and phrases that reflect immediate customer intent. These tactics help you meet the needs of nearby customers right when they’re searching.
"Local keyword research helps your business appear for the exact terms potential customers use in your area." – Andrew Shum, Head of SEO, SeoProfy
The key to success in local keyword research lies in staying consistent. Search patterns change, competitors come and go, and seasonal trends can shift. Regularly monitoring your keyword performance and tweaking your strategy ensures you remain competitive over time. By refining your approach as you gather insights, you’ll maintain your edge in local search.
Don’t overlook your Google Business Profile – it’s one of your strongest assets in this process. When paired with well-researched keywords naturally integrated into your website and online presence, it creates a solid foundation for helping local customers find you when they’re ready to make a purchase.
As outlined in this guide, refining your keyword strategy is not a one-time task – it’s an ongoing process. By adapting to evolving search behaviors and staying proactive, you can capture local traffic and drive consistent growth for your business.
FAQs
How do I find the best local keywords for my business?
To pinpoint the best local keywords for your business, start by listing the key services or products you provide. Then, pair these with location-based terms like your city, neighborhood, or region. This approach ensures you’re reaching people searching for businesses specifically in your area.
Leverage tools like Google Business Profile insights or keyword research platforms to evaluate search volume and relevance. Pay particular attention to long-tail keywords that show clear buyer intent, such as "best coffee shop in downtown Chicago." These more detailed phrases are often less competitive and easier to rank for. Update your website content and business listings to include these targeted terms, making sure they match what your local audience is actively searching for.
What are the most common mistakes businesses make with local SEO keywords?
When working on local SEO keyword strategies, businesses often stumble into a few common pitfalls:
- Overlooking user intent: Choosing keywords that don’t match what local customers are actually looking for can lead to low engagement and fewer conversions. It’s about understanding what they need, not just guessing.
- Focusing on generic keywords: Broad terms without any local connection make it tough to stand out. If your keywords don’t reflect your specific area or services, you’re likely competing with much larger players.
- Keyword overuse: Packing your content with keywords might seem like a shortcut, but it can backfire. It disrupts the flow of your content and can even hurt your search rankings.
To get the most out of your local SEO strategy, zero in on location-specific keywords and create content that genuinely helps and connects with your audience.
How often should I update my local SEO keyword strategy to stay ahead?
To stay ahead in the game, it’s a good idea to revisit and refine your local SEO keyword strategy every three to six months. This allows you to keep up with shifts in search patterns, customer preferences, and the ever-changing local market.
By routinely updating your keywords, you can focus on the terms that matter most to your audience, helping your business remain visible and relevant.