Want more local customers? Start by targeting the right local keywords.
Here’s a quick guide to help your business stand out in local search results and attract nearby customers:
With 46% of Google searches being local and 76% of mobile local searches leading to a visit within 24 hours, using local keywords effectively can directly impact your business growth.
Let’s dive into the details to get your business discovered locally.
The first step in creating an effective local keyword strategy is understanding your audience and their location. This knowledge serves as the foundation for every keyword decision you'll make. By diving deep into your market, you can identify the right keywords to connect with your community.
Begin by defining the specific areas where your customers live, work, or frequently visit. Think about neighborhoods, districts, and local landmarks that are relevant to your business. For instance, Joe's Coffee Shop in Brooklyn decided to focus on Williamsburg and Greenpoint, using keywords like "best coffee shop Williamsburg" and "organic coffee in Greenpoint" [6].
Pay attention to how locals refer to your area. This might include abbreviations, nicknames, or local slang. For example, instead of searching for "pizza in South of Houston Street", people might simply type "pizza in SoHo." Similarly, someone might search for "dentist near LAX" rather than "dentist near Los Angeles International Airport."
To capture these nuances, create a list that includes your city name, neighborhood names, ZIP codes, nearby landmarks, and even street names people might use as reference points [5]. If your business serves multiple locations, consider building separate landing pages for each area to attract location-specific searches [4].
Understanding local search behavior goes beyond demographics. With 90% of consumers searching online daily [8] and 86% relying on the internet to find local businesses [1], it’s crucial to analyze how people in your area search for services like yours.
Take note of seasonal trends and events that shape local searches. For example, a ski rental shop in Colorado will see a spike in searches during winter, while a wedding photographer might notice increased activity around popular wedding seasons [7].
Use tools like Google autocomplete to uncover common searches. Simply type your service and location into Google to see suggested phrases. You can also explore the "People also ask" and related searches sections for additional insights [7].
"Remember, successful local keyword research isn't just about finding the right terms – it's about understanding your community's unique search behaviors and adapting your strategy accordingly." [7] - Mackey Martin, Co-Founder & SEO Lead Architect, One Percent SEO
Don’t forget to analyze your competitors. Study their page titles, meta descriptions, and content headings to uncover successful strategies in your market. This can help you spot opportunities to improve your own approach [7].
Armed with insights into local behavior, refine your keyword list by focusing on the language your community uses. Regional differences in how people describe the same thing can make a big impact on your search visibility.
"When a business is being operated by a longtime local, it will come naturally to the owner to speak and write in language used by the local community. They already know that their neighbors call a particular sandwich a 'sub' instead of a 'hero,' take the 'metro' instead of the 'subway,' and drink 'soda,' not 'pop.'" [9] - Miriam Ellis, Search Engine Land Contributor
Explore platforms like local forums, Reddit, and Facebook groups to learn how potential customers talk about services or products like yours [9]. These sources can reveal the everyday language people use, which might differ from formal terms.
Be mindful of local norms and sensitivities that might influence searches. For example, businesses in college towns may need to account for student slang, while those in tourist-heavy areas should consider how visitors search compared to locals [10].
Real-world examples show the power of this approach. Popken Fashion Group boosted their local search rankings by including terms like "plus-size" and "Bremen" in their Google Business Profile [11]. Similarly, Brose improved visibility by adding "vehicle components" and "Coburg" to their strategy [11].
Finally, don’t overlook voice search optimization, which often involves conversational or question-based queries. For instance, someone might say, "Where’s the best pizza near me?" instead of typing "pizza restaurant downtown" [9].
Focusing on local language and search habits ensures your keywords are tailored to your community, setting you up for success in the next steps.
After getting a handle on your local market, it’s time to take a closer look at your business’s online presence and learn from your competitors. Your current listings can reveal keyword opportunities you might have missed, while competitor research can expose strategies that are already working in your area.
Your Google Business Profile and other directory listings are goldmines for keyword insights. Start by examining your categories, descriptions, and any content you’ve already published. These often contain keywords that are already driving traffic but could be expanded or refined.
Make sure your business information is complete and consistent across all platforms. This includes your Name, Address, and Phone Number (NAP), which must match exactly on directories, social media profiles, and review sites. Google prioritizes relevance when ranking local businesses, and discrepancies in your information can negatively impact your local search performance [12][13]. Double-check details like your address, phone number, business hours, and any special hours for holidays or events [12].
Take this opportunity to optimize your business description by weaving in relevant keywords. Think about what potential customers might search for. For example, if you own a bakery in downtown Portland, you might include phrases like “artisan bread,” “custom wedding cakes,” and “fresh pastries” along with your location.
Don’t forget visuals! Add high-quality photos of your products or services to your profile. If you sell physical goods, consider listing them directly on your profile. These details not only enhance your listing but also improve its relevance for keyword searches [12].
Your competitors can be a valuable source of inspiration. By studying their Google Business Profiles and overall online presence, you can uncover keywords and strategies that are driving their success.
Take a close look at their profiles. Pay attention to their categories, how they use keywords in their descriptions, and how they interact in the Q&A section [14]. Notice the language they use and which services they emphasize.
For deeper insights, use tools like Ahrefs, Ubersuggest, or Google Keyword Planner to analyze the keywords your competitors rank for [15]. Focus on geo-targeted keywords, and prioritize ones that are both relevant to your business and achievable in terms of competition [15].
Don’t stop at profiles - visit competitor websites to see how they use keywords in titles, headings, meta descriptions, and content [17]. This can help you find keyword gaps, which are terms your competitors rank for but you don’t [16]. These gaps represent opportunities to attract more local traffic.
"It's important to understand why competitors are outperforming you, how they're meeting user needs better, and on the flip side, where they're weak and leaving you an opening to get ahead." [18] - Nikki Lam, VP of SEO at NP Digital
Also, consider how competitors tailor their content to local needs. For instance, a plumber in a northern city might write about “How to prepare your pipes for a winter freeze in [town name],” while one in a southern area might focus on “How to protect your home from flooding during hurricane season” [14]. These examples show how businesses adjust their strategies based on regional concerns.
Once you’ve identified effective competitor strategies, aim to improve on them. Create content that’s more detailed, useful, and specific to your location. Ensure your content is well-structured with relevant keywords, but avoid overloading it [15]. Use these insights to fine-tune your business categories for better alignment with local search queries.
Choosing the right business categories is key to improving your visibility in local search. Categories help your business appear in discovery searches, which make up 84% of Google Business Profile views. In contrast, only 16% of views come from direct searches where users type in your business name or address [19].
Be precise when selecting your categories. Instead of broad terms, go for specific ones that match your offerings. For example, choose “Nail Salon” rather than just “Salon,” or “Egyptian Restaurant” instead of simply “Restaurant” [19]. This specificity helps Google connect your business to more relevant searches.
Stick to three to five categories that reflect your core services [1]. Set your primary category to your main offering, and add secondary categories for additional services. However, avoid overloading your profile with irrelevant categories - only pick ones that accurately represent your business [19].
The right categories also unlock features that can make your profile stand out, such as booking options, special attributes, or service-specific details [19]. These features not only enhance your listing but also make it more appealing to potential customers.
"Relevance refers to how well a local Business Profile matches what someone is searching for. Add complete and detailed business information to help Google better understand your business and match your profile to relevant searches." [12] - Google
After updating your categories, monitor how these changes impact your visibility in search results. You may uncover new keyword opportunities based on the types of searches your updated profile now appears in.
Now that you've analyzed your market, it's time to dig deeper into local search terms using keyword tools. These tools can help you uncover specific opportunities that manual research might miss, including both clear location-based terms and subtler keywords that signal local intent.
Start by picking tools that match your budget and goals. Free tools like Google Keyword Planner and Google Trends are great for beginners, offering insights into search volumes and trends. On the other hand, paid tools like Semrush, Ahrefs, Moz, SpyFu, and AnswerThePublic provide advanced features and more detailed data, making them ideal for businesses seeking a deeper dive into keyword research [20].
For example, Google Keyword Planner is widely used by businesses running Google Ads. It’s free and gives you access to search volumes, competition levels, and even suggested bid amounts. Pair this with Google Trends to identify seasonal patterns or emerging search terms in your area.
If your budget allows, consider starting with one solid paid tool and supplementing it with free options. Combining insights from multiple sources can help you create a more comprehensive keyword list. These tools will guide you in identifying both obvious and nuanced local keywords, giving your strategy a solid foundation.
Local keywords generally fall into two categories: explicit (those that clearly mention a location) and implicit (those that imply local intent) [21]. A successful local SEO strategy includes both.
To start, focus on core phrases without geographic modifiers. For instance, begin with "Italian restaurant" and then expand it to include location details like "Italian restaurant Chicago" or "Italian restaurant near Wrigley Field" [3]. Don’t forget to include variations such as neighborhood names, zip codes, and local landmarks. Adding modifiers like "best", "cheap", or "emergency" can also help refine search intent.
Your keyword choices should align closely with your business's services, industry, and location. Use what you’ve learned from your market research to pick terms that match what your customers are searching for [22].
Start by listing general terms related to your business, products, or services. Then, focus on long-tail keywords, as these often have higher conversion rates. For example, instead of targeting a broad term like "lawyer", a local attorney could aim for more specific phrases like "personal injury lawyer downtown Seattle" or "divorce attorney Bellevue Washington." Use keyword difficulty metrics to assess whether you can realistically rank for a term [22].
While search volume is important, don’t overlook lower-volume keywords. A term with just 50 searches a month in your area could be more valuable than a high-volume term where competition is too steep. Regularly track metrics like search volume, click-through rate (CTR), and conversion rates to refine your strategy.
Did you know that 80% of consumers go online multiple times a week to find local businesses, and 32% search daily for local services? [2] This underscores how crucial it is to have a thoughtful local keyword strategy that captures potential customers at every stage of their search.
Once you've identified potential keywords, it's time to evaluate their impact and prioritize them effectively. Not all keywords are created equal - some will drive significant results, while others may barely move the needle. Smart prioritization can make the difference between landing on page one or getting buried in search results. Here's how to assess and rank your keywords.
Start by examining key metrics. Search volume indicates how often a keyword is searched each month, while competition reveals how hard it is to rank for that term. But don’t stop there - dig deeper into performance data for a clearer picture.
Google Search Console’s Performance > Queries section is a great tool to see which keywords you're already ranking for. You can also link Google Analytics to analyze organic search terms and track the traffic they bring to your site [30].
Pay attention to click-through rates (CTR) as well. Benchmarks typically range from 2%–3% for sites overall and 1%–2% for individual pages [26]. Additionally, for local SEO, Google Business Profile insights can be a goldmine. Metrics like clicks to your website, phone calls, and direction requests offer valuable insights into how users are engaging with your business.
As Yasmin Cotton, Founder of Elyrium, puts it:
"Personally, I believe that Google Business Profile actions and website conversions are two of the most useful indicators for local SEO. If people are finding you in search and taking action to engage with your business by calling, booking or visiting your site, that's a sign your SEO is working." [27]
When prioritizing keywords, consider factors like search volume, difficulty, user intent, business value, and seasonality [28]. Avoid chasing high-volume keywords that are too competitive. Instead, focus on terms where you can realistically compete and drive meaningful results.
Here’s a quick look at how to prioritize keywords:
| Priority Level | Characteristics | Example Keywords |
|---|---|---|
| High Priority | Low competition, high intent, good search volume | "emergency dentist [city name]" |
| Medium Priority | Moderate competition, seasonal relevance | "best pizza [neighborhood]" |
| Low Priority | High competition, broad or very low intent | "restaurant" |
Once you've ranked your keywords, refine your strategy using real-world data.
Track conversion rates to measure actions like form submissions, phone calls, and bookings [23]. As Ben Duffy from Quirky Digital explains:
"The best ways to measure local SEO success is by tracking conversions. No business invests in an SEO campaign just to grow their traffic; they want more leads for an ROI." [27]
Monitor your local search rankings regularly to see how you’re performing for targeted keywords [24]. Tools like Google Search Console can track CTR for local terms, and manually checking rankings in an incognito browser can help eliminate personalized search influences [30].
Keep an eye on mobile traffic - with 63% of Google searches happening on mobile devices, this is critical [29]. Use Google Analytics to segment your organic traffic by location and see how many visitors are coming from nearby areas.
Don’t underestimate the power of online reviews in your data strategy. Reviews not only influence reputation but also play a role in rankings and conversions. Chris Coussons, Founder of Visionary Marketing, emphasizes:
"We also pay close attention to customer interactions, especially reviews and engagement. Reviews aren't just for reputation; they play a direct role in rankings and conversions. A steady stream of high-quality, recent reviews shows Google (and potential customers) that the business is active, trusted, and relevant. We encourage clients to consistently gather and respond to reviews, it's a small effort with a big impact." [27]
Your keyword strategy isn’t something you can set up once and forget about. Local search trends are always shifting, which means regular monitoring and updates are crucial to keeping your business visible when people search for your services.
Monitoring your keyword performance is essential to spot changes in rankings, shifts in demand, and competitive pressures. This data helps you focus on keywords that deliver the best return on investment.
Start with Google Search Console, a free tool that tracks impressions and clicks for search queries triggering local results. It also shows which keywords are already driving traffic to your site [25]. For deeper insights, you can use specialized rank-tracking tools that automate the process [33].
Some of the best tools for local keyword tracking include BrightLocal, Semrush, and Local Falcon [34]. Local Falcon, in particular, offers a visual approach to location-based tracking. As Dave DiGregorio, a Local SEO Analyst, shares:
"This local search tool from Local Falcon is fantastic. Great way to visualize how you rank in different parts of the city/town and track ranking over time." [34]
With 78% of mobile searches for local businesses leading to offline purchases [32], it’s critical to track rankings on both mobile and desktop. Search results can differ between platforms, and tools like BrightLocal or Whitespark can help you monitor Local Pack rankings and pinpoint areas for improvement [25]. Keep in mind that the Google Map Pack alone accounts for 70% of clicks [34].
Use your ranking data to stay ahead of local trends, which can change with the seasons, events, or shifts in customer behavior. Regularly review your keyword list to ensure it remains relevant and competitive.
Stay informed by monitoring competitors. Check their business profiles and identify new keywords they’re targeting. SEO tools can help you track rankings for specific local keywords [25]. It’s also important to be aware of changes in your area - like a new shopping center opening, which could create opportunities for phrases like "near your local shopping center." Additionally, AI-driven search is reshaping rankings, so keep an eye on how your business appears in AI-generated summaries [33]. As Anthony Guilhem, President of Momentumm Digital, puts it:
"Local SEO humanizes and brings local businesses closer to their target audience in an increasingly globalized, digitalized, and competitive business context." [33]
Review your keyword performance monthly and make adjustments quarterly. Remove keywords that aren’t driving meaningful traffic or conversions, and add new ones based on search trends, competitor insights, and customer feedback.
As discussed earlier, keeping your online presence aligned with current keyword performance is essential. Regular updates to your content can improve rankings and build credibility with both users and search engines [37]. Start by identifying underperforming pages using traffic and engagement metrics. Then, analyze keyword reports to understand search trends and user intent. Use this information to re-optimize your content with strategic keyword placement, updated meta tags, and improved internal links [35].
Consistently refreshing your content can boost both rankings and conversions. Update your Google Business Profile and other directory listings with your best-performing keywords, and ensure your business categories reflect the terms that attract the most qualified traffic. Yona Schnitzer, Managing Editor, explains:
"Content refreshing is a content marketing strategy that involves updating and optimizing your existing online content. The primary goal of content refreshing is to make sure that the already existing content on your website remains accurate, fresh, relevant, and can continue to attract traffic and engage visitors over time." [36]
Don’t forget to update multimedia, inform search engines about changes through your XML sitemap, and share updates on your social media channels [35].
For a smoother optimization process, there are plenty of tools and solutions available to help you manage your local SEO efforts effectively.
You now have a clear plan to strengthen your local search presence. These five steps work together to build a solid foundation for local visibility. But remember, local keyword research isn’t a one-and-done task - it’s an ongoing process that requires regular updates and attention [38]. This consistent effort allows you to make data-driven tweaks that can keep your strategy effective.
Here’s why this matters: 46% of Google searches are local [40], and a whopping 76% of people who search locally on mobile visit a business within 24 hours [39]. In other words, your local keyword strategy has a direct impact on your success, making the time and effort you invest in it well worth it.
To keep your local SEO on track, make it a habit to monitor and refresh your keywords and listings. For example, schedule weekly checks on your keywords, review trends monthly, and update your strategy on a quarterly basis [31].
Take advantage of tools like Google Search Console and Google Analytics to see which keywords are bringing in the most traffic, leads, and conversions [38]. Metrics like bounce rate and time spent on your site can reveal whether your content aligns with what users are looking for [38]. If visitors aren’t staying long, it might be time to rethink your approach.
As markets shift and algorithms evolve, your strategy should adapt too. SEO expert Sajib Roy puts it perfectly:
"Local SEO keywords are like the secret sauce for getting your business discovered in the local digital jungle. They're not just important; they're the GPS coordinates that guide your online visibility in a specific area." [41]
Staying flexible is key to long-term success. Small updates - like adding fresh photos or updating business details - show Google that your business is active and trustworthy [38]. Use these steps as a living framework to ensure your local SEO strategy stays competitive and effective.
Incorporating local slang and abbreviations into your keyword strategy can help your business connect with the community and stand out in local searches. Think about using terms like neighborhood nicknames, state abbreviations, or popular phrases that locals commonly drop into conversation.
To uncover these, dive into local reviews, scroll through social media chats, or skim through news articles to spot the phrases people naturally use. Once you’ve identified them, weave these terms into your content in a way that feels natural and reflects your brand’s personality. This approach not only enhances your local search visibility but also makes your business feel more in tune with the community.
To gauge how well your local keyword strategy is working, keep an eye on these important metrics: local search rankings, Google Business Profile insights, website traffic, click-through rates (CTR), conversions, and online reviews. Together, these metrics show how effectively your keywords are boosting local engagement and visibility.
Using tools like Google Analytics and local SEO software makes tracking these metrics easier. By reviewing this data regularly, you can stay on top of your keyword performance and fine-tune your local SEO approach as needed.
To attract local customers with long-tail keywords, focus on combining your services with location-specific terms, such as city names or neighborhoods. Tools like Google Autocomplete and People Also Ask can help you discover commonly searched phrases. Aim for keywords that are locally relevant and have a level of competition that you can realistically compete with.
The key is to choose terms that closely align with what your customers are searching for and match your business offerings. The more specific and localized your keywords are, the better your chances of drawing in high-intent traffic. This approach not only boosts your local SEO but also helps you connect with potential customers right in your area.
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