Local Keyword Research and Targeting Techniques
Effective local SEO depends on understanding how potential customers search for businesses and services in your area. Local keyword research is the process of identifying and prioritizing the terms and phrases people use when looking for solutions nearby. By targeting these queries in your website content, Google Business Profile, and supporting pages, you increase your visibility in local search results and attract high-intent customers.
Understanding Local Search Intent
Local search intent signals that the user is looking for something nearby or specific to a geographic area. These searches often include:
- City or neighborhood names (e.g., “dentist in Brooklyn”)
- Regional modifiers (e.g., “best pizza near Central Park”)
- Service-based queries with “near me” (e.g., “auto repair near me”)
- Queries with local landmarks or zip codes
It’s important to distinguish between general keywords (broad topics or services) and local keywords, which always reflect a physical location or proximity.
How to Find Local Keywords
Analyze Your Core Services
Start by listing your main services or products. Then add geographic modifiers relevant to your market area. For example, a florist in Austin might target “wedding flowers Austin” or “flower delivery downtown Austin.”
Use Keyword Research Tools
Platforms such as Google Keyword Planner, Ahrefs, Semrush, and Moz provide data on search volumes and related terms. Filter results by location to focus on queries actually used by your target audience.
Study Competitors
Examine the top-ranking competitors in your city or region. Review their website copy, meta tags, and Google Business Profiles to identify which keywords they are targeting. Often, competitor pages reveal valuable local keyword ideas you might have missed.
Leverage Google Autocomplete and Related Searches
Type your main service into Google and review the autocomplete suggestions. These are based on real user behavior. At the bottom of the results page, check the “related searches” section for additional ideas.
Monitor Google Business Profile Insights
GBP Insights provides data on the exact queries people use to find your business listing. Pay attention to which keywords drive the most impressions and interactions.
Prioritizing and Using Local Keywords
Once you have a list, focus on:
- High-Intent Keywords: Terms indicating the searcher is ready to act (e.g., “book appointment,” “open now,” “near me”).
- Location Variants: Cover neighborhoods, city districts, and nearby towns if you serve multiple areas.
- Service + Location Combinations: Target your primary offerings paired with your geographic area.
Incorporate these keywords naturally in:
- Page titles and meta descriptions
- Headings and body copy on key pages
- Google Business Profile descriptions and posts
- Local landing pages for multi-location businesses
- Internal linking anchor text
For more on structuring these elements, see SEO-Friendly URLs & Slug Optimization and Headings & SEO-Friendly Page Structure.
Avoiding Common Pitfalls
- Don’t stuff keywords. Natural phrasing is essential for both users and search engines.
- Ensure your business name, address, and phone number (NAP) remain consistent across your site and all local citations.
- Remember to update local content and keywords as your service areas or offerings change.
Integrating With Your Local SEO Strategy
Local keyword research should be an ongoing process, revisited as your business grows or your market shifts. When combined with a well-optimized Google Business Profile, strong Local Citations & Directory Listings, and a consistent review management process, targeted local keywords help you connect with more nearby customers - and ensure your business stands out in a crowded marketplace.