If you’re a business owner looking to attract more local customers, you can’t forget about local SEO. But have you ever wondered how to find the right keywords to target your local audience effectively? That’s where local SEO keyword research comes in.
What is Local SEO Keyword Research?
Local keyword research is the process of identifying and analysing the search terms that potential customers in your area are using to find businesses like yours. It’s about understanding not just what people are searching for, but how they’re searching for it in your specific locality.
Importance of Keyword Research for Local SEO
You might be thinking, “Why can’t I just use general keywords and add my location to them?” Well, it’s not quite that simple. Local search behaviour can be quite different from broader search patterns, and the importance of keywords for SEO cannot be overstated, especially when it comes to local search.
Effective local keyword research helps you:
- Understand your local audience’s needs and preferences
- Identify opportunities to stand out from local competitors
- Optimise your website and content for local search
- Improve your visibility in local search results
- Attract more qualified local traffic to your website
Implicit vs Explicit Local Keywords
Before we dive into the how-to, it’s important to understand the difference between implicit and explicit local keywords.
Explicit local keywords include a specific location, like “plumber in Manchester” or “best coffee shop Soho”. These are straightforward and often used by people who know exactly where they want to find a service.
Implicit local keywords, on the other hand, don’t mention a specific location but have local intent. Examples include “near me”, “open now”, or “24-hour emergency”. These are often used by people searching on mobile devices or looking for immediate services.
Both types are key for a comprehensive local SEO strategy.
Steps to Conduct Local Keyword Research
Identify Your Local Audience
As an SEO expert in Newcastle, the first thing we ask our clients to do is talk about their target customers. What are their needs? What problems are they trying to solve? What language do they use when searching for solutions? This understanding forms the foundation of your keyword research.
Brainstorm Local Keyword Ideas
Start by making a list of the products or services you offer. Then, think about how a local customer might search for these. Consider different variations, including local slang or colloquialisms that might be unique to your area.
Use Local Keyword Research Tools
There are several tools available that can help you find local keywords. Google Keyword Planner is a great place to start, allowing you to filter results by location. Other useful tools include SEMrush, Moz Local, and Ahrefs.
Analyse Local Competitors
Take a look at what keywords your local competitors are ranking for – again, tools like SEMrush can help with this, or you can simply Google services similar to yours and see what comes up.
Refine and Prioritise Keywords
Once you have a comprehensive list, it’s time to refine it. Look at search volumes and competition levels, and prioritise keywords that have a good balance of search volume and competition, and that are most relevant to your business.
Types of Local Keywords to Target
Local Service Keywords
These are keywords that describe the services you offer, combined with your location.
Example: “emergency plumber Birmingham” or “wedding photographer Edinburgh”.
Local Product Keywords
If you sell products, consider keywords that combine product names with your location.
Example: “organic produce shop Bristol” or “vintage clothing store Glasgow”.
Location-Based Keywords
These keywords focus on specific neighbourhoods, landmarks, or areas within your city.
Example: “dentist near Piccadilly Circus” or “Italian restaurant Camden Town”.
Long-Tail Local Keywords
These are longer, more specific phrases that often have less competition.
Example: “affordable vegan restaurant with outdoor seating in Brighton”.
Tips for Effective Local Keyword Research
Use Location Modifiers
Don’t just stick to city names – include neighbourhoods, districts, and even nearby towns where your customers might come from.
Consider Search Intent
Think about what stage of the buying journey your potential customers are in when using certain keywords. Are they just browsing, or ready to make a purchase?
Monitor and Update Your Keyword List
Keyword trends can change over time, so you need to regularly review and update your keyword list to ensure it remains relevant.
Implementing Local Keywords On Your Website
On-Page SEO Optimisation
Once you’ve identified your key local keywords, it’s time to implement them on your website. This includes optimising your title tags, meta descriptions, headers, and content. Remember, natural integration is key – don’t force keywords where they don’t fit naturally.
Localising Content
Create content that’s relevant to your local audience. This could include local news, events, or area-specific advice related to your industry.
Optimising Google My Business
Don’t forget to optimise your Google My Business listing with your key local keywords, as this is essential for appearing in local pack results.
Tracking and Analysing Local Keyword Performance
Setting Up Google Analytics
Use Google Analytics to track how much traffic your local keywords are driving to your site. Set up location-specific goals to measure conversions from local searches.
Reviewing Search Rankings
Regularly check your rankings for your target local keywords. Tools like SEMrush or Moz can help with this.
Adjusting Your Local SEO Strategy
Based on your performance data, continually refine your strategy. Double down on what’s working and reconsider keywords that aren’t performing well.
Final Thoughts
Ultimately, local keyword research is an ongoing process, but it’s well worth the effort. If you’re able to understand and target the right local keywords, you can significantly improve your visibility in local search results and attract more customers to your business – and that means a better bottom line for you!
