What is Local Keyword Research?
Local keyword research is the process of identifying the search terms AKA keywords people in your local area use when looking for nearby businesses, products, or services. It’s a important part of any successful SEO or PPC campaign, helping local businesses improve their visibility in search results, especially in the “local map pack” on Google or in Google Maps searches. This approach is essential for businesses that want to be discoverable by their local audience. By targeting the right keywords, you ensure your services are front and centre when potential customers search for what you offer. If your business operates on a global or national scale without a specific local focus, don’t worry, we’ve got you covered! Check out our guide on general keyword research for SEO to find strategies tailored to your needs.2. Hyperlocal Keywords
Hyperlocal keywords are exceptionally precise terms that focus on a very limited geographical area, such as a specific neighbourhood or even a single street. These keywords are crucial for businesses that aim to attract customers from a distinct locale or cater to a niche market within a specific region.
Example: Rather than a broad term like “plumber in Manchester,” a more effective hyperlocal keyword would be “plumber in Didsbury, Manchester.”
To discover effective hyperlocal keywords, leverage resources such as Google Maps, local business directories, and community forums. These tools can help you understand the unique aspects of your target area. Additionally, analysing the “People Also Ask” section in Google search results can uncover common hyperlocal search queries, providing deeper insights into the specific needs and interests of your local audience.
By utilising hyperlocal keywords, businesses can enhance their visibility in local searches, thereby attracting a more targeted and relevant customer base. This strategy not only improves search engine rankings but also drives higher engagement and conversion rates by connecting with potential customers who are actively seeking services within their immediate vicinity.
3. Keyword Clustering
Keyword clustering involves grouping similar keywords together to create a cluster of related terms. This technique helps you create content that targets multiple related keywords, improving your chances of ranking for a broader range of search terms.
Example: For a bakery in Bristol, you might create clusters such as “wedding cakes in Bristol”, “birthday cakes in Bristol” and “custom cakes in Bristol.”
Using tools like SEMrush or Ahrefs, you can identify related keywords and group them into clusters. This approach ensures that your content is comprehensive and covers a wide range of search intents:
Leveraging Local Content Marketing
Content marketing is a powerful tool for improving your local SEO. By creating high-quality, locally-focused content, you can attract more local traffic, engage your audience, and establish your business as a local authority.
1. Localised Blog Posts
Create blog posts that address local events, news, and issues relevant to your community. This not only helps you rank for local keywords but also builds a connection with your audience.
Example: A dentist in Birmingham could write about “Top 10 Dental Care Tips for Residents of Birmingham.”
2. Case Studies and Testimonials
Showcase your success stories and customer testimonials to build trust and credibility. Highlighting local customers and their experiences can help you attract more local clients.
Example: A home improvement company in Leeds could feature a case study on a recent kitchen renovation project in a specific neighbourhood.
3. Collaborate with Local Influencers
Partnering with local influencers or bloggers can help you reach a wider audience and improve your local SEO. Influencers can provide valuable backlinks and social proof, boosting your online visibility.
Example: A restaurant in Edinburgh could collaborate with a local food blogger to review their menu and share it with their followers.
Advanced On-Page Optimisation Techniques
Beyond basic keyword optimisation, there are advanced on-page SEO techniques that can further enhance your local SEO efforts.
Local Link Building Strategies
Building high-quality backlinks from local websites is essential for improving your local search rankings. Here are some effective local link building strategies.
1. Partner with Local Businesses
Collaborate with other local businesses to exchange backlinks. This can include writing guest posts for each other’s blogs, co-hosting local events, or sponsoring community activities.
Example: A fitness centre in Sheffield could partner with a local nutritionist to exchange blog posts and backlinks.
2. Get Listed in Local Directories
Ensure your business is listed in relevant local directories, such as Yelp, Yellow Pages, and local chamber of commerce websites. These listings provide valuable backlinks and increase your online visibility.
Example: List your dental practice in local healthcare directories and community business listings.
3. Leverage Local News and Media
Getting featured in local news articles or media outlets can provide powerful backlinks and boost your credibility. Reach out to local journalists and offer your expertise for relevant stories.
Example: A local bakery could offer insights for a news article on holiday baking trends, earning a backlink from the news website.
Monitoring Local Reviews and Reputation Management
Managing your online reputation is crucial for local SEO. Positive reviews can improve your search rankings and attract more customers, while negative reviews can have the opposite effect.
1. Encourage Customer Reviews
Encourage satisfied customers to leave positive reviews on Google, Yelp, and other review platforms. Make it easy for them by providing direct links and clear instructions.
Example: Send follow-up emails to customers after a service, asking them to leave a review on your Google My Business profile.
2. Respond to Reviews
Respond to both positive and negative reviews promptly and professionally. Show appreciation for positive feedback and address any issues raised in negative reviews to demonstrate your commitment to customer satisfaction.
Example: “Thank you for your feedback, [Customer Name]. We’re glad you had a positive experience. If there’s anything else we can do for you, please let us know!”
3. Monitor Review Sites
Regularly monitor review sites and social media for mentions of your business. Use tools like Google Alerts and Hootsuite to stay on top of new reviews and respond quickly.
Example: Set up Google Alerts for your business name to receive notifications whenever a new review is posted.
Why Local Keyword Research Matters
Local keyword research is crucial for the following reasons:
- Targeted Traffic: By identifying and ranking for the right search terms, businesses can attract users actively searching for what they offer, resulting in higher conversion rates. Targeting the right keywords lays the foundation for an effective local SEO strategy.
- Optimised Content: It helps businesses create content that aligns with their audience’s search intent, boosting user engagement and satisfaction.
- Competitive Advantage: By understanding the keywords your competitors are targeting, you can identify gaps and opportunities to enhance your SEO strategy.
- Better User Experience: Tailoring your website’s content to meet local search needs improves the user experience, leading to higher retention rates and increased customer loyalty.
Without a carefully researched list of target SEO keywords, businesses risk using irrelevant terms, working with a narrow keyword base, and missing out on important variations of relevant search phrases that lead to reduced organic visibility on search engines.
How to Get Started With Local Keyword Research
Local keyword research is a multi-step process, each stage playing a vital role in crafting a robust and effective SEO strategy. Below are five key steps to help you succeed:
Step 1: Identify Your Core Terms
Your core terms define the essence of your business—they represent the main products or services you offer.
- Brainstorming: Start by listing all the services or products your business provides. If you’re working for a client, request a comprehensive list to ensure nothing is overlooked. If the list feels overwhelming, prioritise the areas where your business is most competitive or has the greatest potential, then narrow it down to focus on key offerings.
- Expand Ideas: Leverage tools like Ahrefs Keywords Explorer to build upon your initial list. Enter your core services into the tool and use reports like “Having same terms” to uncover additional related keywords you may have missed.
- Refine Your List: Work with your team or client to review the expanded list, confirming it accurately reflects the services or products you provide. This step ensures your keyword strategy is both comprehensive and aligned with your business goals.
For example:
- A local hair salon’s core terms might include “hairdresser,” “haircut,” and “hairstylist.”
- A law firm’s core terms might be “lawyer,” “law firm,” and “attorney.”
Step 2: Add Keyword Modifiers
Keyword modifiers enhance your core terms by making them more specific and often less competitive, helping you refine your keywords to better match what potential customers are searching for.
- Specificity and Relevance: Modifiers can include adjectives, locations, or phrases that narrow the search intent. For instance:
- A hair salon might use phrases like “best hairdressers near me,” “hairdressers in [your town name],” or “affordable hairstylist.”
- Tool Utilisation: Use keyword research tools such as Ahrefs or Google Keyword Planner to uncover popular modifiers. These tools provide insights into search volumes, keyword difficulty, and related terms.
Incorporating modifiers diversifies your keyword strategy and allows you to target less competitive, long-tail keywords that can be easier to rank for.
Top Tips for Using Local Keyword Modifiers:
- Don’t Dismiss Low-Volume Keywords:
Keyword research tools may show keywords with a search volume of 0/month, but this often means “less than 10/month”—indicating that some searches are occurring. If a keyword appears at all, it’s worth exploring. - Use High-Volume Data for Context:
Assess short-tail keywords with high search volumes to understand the popularity of core terms. Add your town or region to these keywords (e.g., “hairstylist in [town]”) to create long-tail variations that likely have local search potential, even if tools report them as low volume. - Leverage Google Search Console:
If you’ve set up Google Search Console for your website, it’s a goldmine for finding long-tail keywords with local intent.- Navigate to the Performance report, and under the Queries tab, sort by the Impressions column. This will reveal popular searches, including region-specific terms, even if publicly available data suggests they have low search volume.
- Trust Search Console data—it often provides more accurate insights into your website’s actual keyword performance.
Step 3: Check for Local Intent
Local intent is a critical component of local SEO, focusing on the searcher’s intent to find services or products in a specific area. Identifying keywords with local intent ensures your SEO efforts are aimed at users who are actively looking to engage with local businesses.
How to Identify Keywords with Local Intent:
- SERP Analysis:
Conduct a Google search for your services and review the results. If a map pack (a set of local business listings and a map) or other local business results appear, this indicates local intent. - Google’s Ad Preview Tool:
For businesses outside your current location, use the Google Ad Preview Tool to simulate searches from the target area. This allows you to verify whether your keywords trigger local intent indicators like map packs or local listings.
For example, simulating a search for “SEO services near me” in Chesterfield with Google’s Ad Preview Tool reveals a clear indication of local intent. The map pack and listings of SEO service providers confirm that potential customers in Chesterfield are being effectively targeted. This tool is invaluable for businesses working remotely from their target location, ensuring their services appear in local search results.
What Do Local Intent Keywords Look Like?
Local intent keywords typically include geographic indicators such as:
- “Near me”
- Specific city or town names
- Regional terms
These keywords signal that users are searching for local services, making them indispensable for businesses aiming to connect with nearby customers.
By incorporating local intent keywords into your strategy, you can align your SEO efforts with the needs of users actively searching for businesses in your area.
Step 4: Add Your Locations
Adding locations to your keywords is crucial for targeting local searchers effectively. This involves incorporating the names of towns, states, counties, and communities where your business operates.
- Location-Based Keywords: Combine your core terms and modifiers with specific locations. For example, “best hairdresser in Albany” or “personal injury lawyer in NY.”
- Analytical Tools: Use tools like Google Analytics to identify which locations are generating the most clicks. This data can help you refine your keyword list to focus on high-performing areas.
There are several ways to generate appropriate location-based keywords. Google Analytics can provide insights into which locations are driving traffic to your website. Additionally, conducting a Google search for a specific location can reveal additional destinations and related search queries through snippets like ‘people also search for.’
Step 5: Organise Your Keywords by Search Intent
Search intent reflects the user’s goal behind a search query. Categorising your keywords by search intent helps in creating content that matches the user’s needs and expectations.
- Commercial Intent: These keywords indicate that the user is ready to take action, such as making a purchase or booking a service. Examples include “buy hair products in London” or “book a haircut appointment.”
- Informational Intent: These keywords are used when users are seeking information or answers to their questions. Examples include “how to choose a lawyer” or “best haircuts for long hair.”
- Navigational Intent: These keywords are used when users are looking for a specific website or brand. Examples include “XYZ Salon website” or “ABC Law Firm contact details.”
By assigning keywords to one of these three types of intent, you can better understand how and when each keyword should be used. For example, informational keywords might be the focus of a blog post, while commercial keywords could be targeted on a product or service page.
Utilising Keyword Research for Local SEO
Once you have a well-researched, relevant, and up-to-date keyword list, it’s time to utilise it to enhance your local SEO efforts. This involves creating content that targets these keywords and optimises your website structure to support your SEO strategy.
Creating Landing Pages
One of the most effective ways to use your keyword research is by creating targeted landing pages. Each landing page should focus on a specific set of keywords to ensure it ranks well for those terms.
- Dedicated Pages: Create specific pages for different services based on keyword analysis. For example, separate pages for “boiler installation” and “oil boiler installation” if they serve different search intents.
- Content Quality: Ensure that each landing page provides valuable and relevant information to the visitor. This not only helps in ranking but also improves user engagement and conversion rates.
For instance, a local plumbing service might create separate pages for “emergency plumbing services in Bristol” and “bathroom plumbing installation in Bristol.” Each page would be optimised for the relevant keywords and provide detailed information about the specific service.
Blog Posts and Informational Content
While blog posts might not seem directly relevant to local SEO, they can play a crucial role in driving traffic and building authority.
- Identify Relevant Topics: Use keyword research to find topics your local audience cares about. This might not always have local intent but can still attract a relevant audience.
- Informational Content: Write blog posts that answer common questions or solve problems related to your services. For example, a law firm could write articles on “how to choose the right lawyer” or “understanding personal injury claims.”
Blog posts can help attract visitors who are in the research phase of their buying journey. By providing valuable information, you can build trust and establish your business as an authority in your field.
Leveraging User Behaviour and Analytics
Understanding user behaviour and leveraging analytics tools is essential for refining your local SEO strategy.
- Google Analytics: Use Google Analytics to track the performance of your keywords and landing pages. This tool provides insights into which keywords are driving traffic, which pages are most popular, and where users are coming from.
- Adjustments Based on Data: Continuously monitor and adjust your strategy based on the data. If certain keywords or pages are underperforming, investigate why and make the necessary changes. This could involve tweaking the content, adding new keywords, or improving the user experience.
This screenshot provides a detailed view of our Google Analytics dashboard, showcasing fluctuations in session activity across various landing pages. Notable peaks in the graph highlight moments of heightened user engagement on specific dates.
Tracking Local Keyword Rankings
Tracking your local keyword rankings is crucial for measuring the effectiveness of your SEO strategy and making necessary adjustments.
- Rank Tracker Tools: Use tools like Ahrefs’ Rank Tracker to monitor your keyword performance. Set your location to get accurate local ranking data. These tools help you understand where your website stands in local search results for your targeted keywords.
- Regular Updates: Continuously update your keyword list and monitor changes in search trends to stay ahead of the competition. SEO is not a one-time task but an ongoing process that requires regular attention and updates.
The Ahrefs Rank Tracker interface offers a detailed analysis of local keyword performance, showcasing key metrics that highlight the effectiveness of an SEO strategy. For instance, the example website achieves 9.62% visibility, with an average position of 7.85 and a traffic influx of 20.9K—strong indicators of SEO success.
Notably, the site ranks in 12% of all tracked features, with significant visibility in image packs and featured snippets. These results emphasise the website’s ability to capture valuable SERP features, driving higher engagement and visibility.
By leveraging location-specific data through Ahrefs, the site aligns its SEO efforts with local search trends, ensuring a competitive edge. Regular monitoring and adaptation to evolving search behaviours allow for continued optimisation and sustained success.
Dealing with Multiple Locations
If your business operates in multiple locations, it’s essential to tailor your SEO strategy to each one. Different locations often have unique search behaviours and keyword opportunities, making a one-size-fits-all approach ineffective.
Location-Specific SEO Strategies
Location Pages: Create dedicated landing pages for each location. Optimise these pages with local search terms to target relevant audiences.
For example: A branch in Bristol could use keywords like “best plumber in Bristol.”
A branch in Birmingham might focus on “emergency plumbing services in Birmingham.”
This ensures each page addresses the specific needs and search habits of its target audience.
Contact Page Listings: For businesses with only a handful of locations, listing all addresses on a single contact page can be a practical alternative. Ensure each address is optimised with relevant local search terms and includes key details such as:
- Phone numbers
- Operating hours
- Directions
Customising your SEO approach for each location improves visibility, enhances user experience, and ensures that your business remains competitive across all areas of operation.
Enhancing User Experience
Optimising for local SEO isn’t just about keywords and rankings—it’s also about delivering an exceptional user experience. Google considers user experience signals, like mobile responsiveness and page speed, when ranking websites. A well-designed, user-friendly site can significantly boost both your SEO performance and customer satisfaction.
Key Factors to Prioritise:
- Mobile Optimisation:
Ensure your website is fully mobile-friendly. Since many local searches are conducted on mobile devices, your site must load quickly and display seamlessly across all screen sizes. - Fast Loading Times:
Page speed is a vital aspect of user experience and SEO. Use tools like Google PageSpeed Insights to identify and fix any speed-related issues. Faster websites improve user retention and satisfaction.
Easy Navigation:
Simplify your website’s structure so visitors can quickly access essential information such as contact details, service pages, or blog posts. An intuitive layout encourages longer visits and reduces bounce rates.
Example of Optimisation Success:
Our latest Google PageSpeed Insights assessment highlights exceptional performance metrics:
- Largest Contentful Paint (LCP): 1.6 seconds
- First Input Delay (FID): 5 milliseconds
- Cumulative Layout Shift (CLS): 0.03
These results demonstrate quick load times and stable visuals, providing users with a seamless browsing experience. By prioritising speed and usability, we not only enhance user satisfaction but also improve our local SEO performance.
Leveraging Tools for Local SEO Success
Several tools can streamline your local keyword research and enhance your overall SEO strategy. Here’s an overview of popular tools and how they can support your efforts:
Ahrefs
Ahrefs is a powerful all-in-one SEO tool packed with features to boost your local SEO.
- Keywords Explorer: Discover keyword ideas, analyse search volumes, and evaluate keyword difficulty. It’s especially helpful for finding keyword modifiers and long-tail keywords.
- Site Explorer: Gain insights into competitors’ websites, including their keyword strategies and backlink profiles, to identify opportunities for improvement.
- Rank Tracker: Monitor your keyword rankings over time to track progress and refine your strategy.
Google Analytics
Google Analytics is essential for understanding your website’s performance and user behaviour.
- Audience Insights: Dive into user demographics, interests, and behaviours to tailor content that resonates with your audience.
- Traffic Sources: Identify where your visitors come from—organic search, direct traffic, referrals, or social media—to pinpoint high-performing channels.
- Conversion Tracking: Set up goals to measure specific actions, like form submissions or purchases, and evaluate your SEO efforts’ effectiveness.
Google My Business (GMB)
Optimising your Google My Business profile is a cornerstone of local SEO.
- Profile Optimisation: Keep all business details accurate and up-to-date, including your name, address, phone number, website, hours, and services.
- Customer Reviews: Encourage happy customers to leave reviews and respond promptly to all feedback. Positive engagement boosts your local rankings and shows you value your customers.
- Regular Updates: Post updates, photos, and promotions regularly to keep your profile fresh and engaging.
For example, a Google search for “UClimb” demonstrates the visibility of UClimb Ltd’s well-optimised GMB profile, highlighting key business details and links. Competing sponsored results underscore the importance of maintaining an active and accurate profile to stand out.
Moz Local
Moz Local ensures your business information is consistent and accurate across the web.
- Listing Management: Manage your presence across platforms like Google, Facebook, and Bing with ease.
- Review Monitoring: Track and respond to reviews from multiple sources in one place to maintain a strong online reputation.
- Local SEO Reports: Receive detailed insights into visibility, rankings, and listing accuracy to refine your local SEO efforts.
Leveraging these tools can simplify your local SEO strategy, ensuring that your business remains visible, competitive, and well-positioned to attract local customers.
Counties vs Towns
Within the UK, the structure of local keyword research can be significantly influenced by the unique geographical hierarchy of counties and towns. Understanding and leveraging this hierarchy is crucial for businesses aiming to optimise their local SEO strategies effectively.
In the UK, counties represent larger administrative regions, each encompassing multiple towns and cities. When conducting local keyword research, it’s important to recognise the distinction between targeting keywords for an entire county versus specific towns within that county. This differentiation can impact your visibility and relevance in local search results.
Targeting Counties:
When targeting counties, businesses can reach a broader audience, covering multiple towns and cities within the region. This approach is particularly beneficial for services that cater to a wide area. For example, a pest control company might target keywords like “pest control services in Kent” or “pest exterminator in Cornwall.” By doing so, they ensure visibility across the entire county, capturing potential customers from various towns.
Targeting Towns:
Conversely, targeting specific towns allows for a more focused and localised SEO strategy. This approach is ideal for businesses that serve a more defined geographical area. For instance, a local bakery might use keywords such as “artisan bakery in Brighton” or “best cakes in Cheltenham.” This specificity helps in attracting customers who are searching for services within a particular town, leading to higher conversion rates and more relevant traffic.
Combining Both Approaches:
A balanced strategy that incorporates both county-wide and town-specific keywords can maximise a business’s reach and effectiveness in local search results. By creating dedicated landing pages for each town while also having broader pages for county-level searches, businesses can cater to diverse search intents and geographical scopes.
Practical Implementation:
To effectively implement this strategy, businesses should:
- Conduct Thorough Research: Use tools like Google Keyword Planner and Ahrefs to identify relevant keywords for both counties and towns.
- Create Dedicated Content: Develop separate landing pages and blog posts targeting county-level and town-specific keywords. Ensure each page is optimised with relevant content, meta tags, and headers.
- Monitor Performance: Use Google Analytics and local SEO tools to track the performance of your keywords at both levels. Adjust your strategy based on the data to improve visibility and engagement.
By understanding the nuances of targeting counties versus towns within the UK, businesses can enhance their local keyword research efforts, improve their local SEO performance, and attract a more targeted and engaged audience. This approach not only boosts local visibility but also aligns with the search behaviour of UK consumers, leading to better overall results.
Advanced Strategies for Local Keyword Research
Expanding upon the fundamental principles of local keyword research, there are advanced strategies and tactics that can significantly enhance your local SEO efforts. These strategies involve a deeper understanding of user behaviour, leveraging advanced tools, and implementing cutting-edge techniques to stay ahead of the competition. This section will cover advanced keyword research strategies, the role of voice search, and how to leverage local content marketing to boost your local SEO.
Advanced Keyword Research Techniques
Semantic Search and LSI Keywords
Semantic search is a method used by search engines to understand the context and intent behind a user’s search query rather than just matching the exact keywords. Latent Semantic Indexing (LSI) keywords are terms that are related to your primary keyword and help search engines understand the context of your content.
Example: If your primary keyword is “plumber in London”, LSI keywords might include “emergency plumbing services”, “boiler repair” and “pipe installation.”
Utilising LSI (Latent Semantic Indexing) keywords can significantly boost the topical relevance of your content, thereby increasing the likelihood of ranking well for a variety of related search terms. Tools such as LSI Graph and Google’s search suggestions can assist you in identifying these valuable LSI keywords.
Conclusion
Local keyword research remains a cornerstone of effective marketing for businesses aiming to boost their visibility in local search results. By delving into the intricacies of local keyword research, we’ve highlighted the critical steps to identify, refine, and apply keywords that resonate with local audiences and drive a robust local SEO strategy. For more general keyword research see our guide on how to do general keyword research.
Throughout this guide, we’ve outlined the importance of identifying core terms, incorporating keyword modifiers, ensuring local intent, adding location-specific terms, and organising keywords by search intent. These steps are vital in creating a comprehensive and effective SEO strategy that aligns with user search behaviours and enhances local visibility.
Together, these strategies demonstrate how thorough local keyword research can transform a business’s online presence. By targeting specific, high-intent keywords and optimising content accordingly, businesses can attract more relevant traffic, improve user engagement, and gain a competitive edge in local markets.
The significance of local keyword research extends beyond mere visibility—it plays a crucial role in user experience, content relevance, and overall digital marketing effectiveness. By mastering these techniques, businesses can not only improve their search rankings but also foster stronger connections with their local audience.
To truly capitalise on the power of local keyword research, businesses must continually refine their strategies, leveraging tools like Ahrefs, Google Analytics, and Moz Local to track performance and adapt to evolving search trends. The future of local SEO hinges on a dynamic and data-driven approach, ensuring sustained growth and success.
In conclusion, local keyword research is essential for any business looking to thrive in today’s digital landscape. By following the steps outlined in this guide, businesses can optimise their local SEO efforts and achieve significant, lasting results. As we move forward, the ability to effectively target and engage local audiences will remain a key determinant of marketing success, making local keyword research a vital skill for all digital marketers.
References
Author
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With over 10 years of experience, Cristian Savulescu has built a reputation as a leading SEO specialist. He has worked with globally recognised brands, including Fortune 500 companies such as John Lewis and Ralph Lauren, as well as innovative firms like Revolut and the fashion label Never Fully Dressed. Cristian is known for delivering measurable results, combining technical expertise with strategic insight to drive traffic, conversions, and brand growth. Trusted by some of the biggest names in the industry, he consistently helps businesses achieve and maintain top search rankings.
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