HOW TO DO LOCAL KEYWORD RESEARCH

In the digital landscape today, understanding and leveraging local keyword research is crucial for any and all small businesses, digital marketing professionals, or entrepreneurs. When focusing on local SEO keywords, you can enhance your search engine rankings, making it easier for potential customers in your area to find your business online. 

Why Local Keyword Research is Important

Local keyword research helps business target customers in specific areas, and it’s an essential part of local SEO. It focuses on optimizing your online presence to attract more business from relevant searches. This includes those searches including things such as “near me” or the name of a particular city or neighborhood in your area. By optimizing for these keywords, you can greatly increase your visibility in local search results and in Google Maps, increasing your chances of attracting more customers. Here are a few steps to conduct local keyword research: 

  1. Define Your Business and Target Audience
    • Start by understanding the nature of your business and the needs of your target audience. Make sure the identify the services and/or products that you offer and think about how customers might be searching for them.  
  2. Brainstorm Keywords
    • Create a list of keywords that are relevant to your business. These are the basic terms that customers might use to find your services. For instance, if you run a bakery in St. Louis, your keywords might be “St. Louis bakery”. 
  3. Use Local Keyword Research Tools
    • There are many valuable tools regarding keywords that can help you find the best ones for your business. These tools help you understand the search volume of each keyword, their competition, and whatever terms are trending. 
  4. Analyze Keyword Data
    • Evaluate the keywords that you gathered from the tools. Pay attention to all of the metrics to help you identify the most valuable keywords for you. Look for a perfect balance between volume and competition. 
  5. Check Competitor Keywords
    • Competitor research is always beneficial to businesses. It helps you discover untapped keywords that your competitors might be targeting. This can provide you with insights into additional keywords that you should consider using. 
  6. Optimize Your Google Business Profile
    • A well-optimized Google Business Profile is crucial for local SEO. Keep it up to date to accurate business information like your address, phone number, business hours, and services. 
  7. Monitor Your Strategy
    • Local SEO keyword research is always an ongoing process. Regularly monitor the rankings of the keywords you choose and use tools to track your progress to make any adjustments if needed. 

Understanding Local Keyword Research

Local keyword research involves identifying the search terms that people use to find products or services in a specific area. This process helps businesses understand what potential customers around them are searching for, so they can tailor their content online to meet these needs. Local keywords are very important for any local SEO strategy as they directly influence a business’ ability to appear in search results. These keywords include city names or neighborhoods which help narrow down search results to businesses within that area. For example, a keyword such as, “best coffee shop in St. Louis” targets those users specifically looking for coffee shops in the St. Louis area, rather than a broader search like “best coffee shop”, which will give them options all over the country. 

When using local keywords effectively, it improves a business’ chance of appearing in the top of Google’s local search results. This increased visibility drives more traffic to a website and location, leading to higher conversions and most importantly, sales.

Identifying Local SEO Keywords

Finding Geo-Targeted Keywords

First off, geo-targeted keywords begin with understanding the local audience and their search behavior. Seed keywords come first, which are basic terms relevant to your business. For example, if you own a bakery in St. Louis, you might start with keywords such as “St. Louis bakery”, “fresh bread St. Louis”, things like that. These seed keywords can then be expanded with the tools you use (Google Keyword Planner, SEMrush, etc.) which provide you with additional keyword suggestions. 

Long-tail keywords are more specific phrases that have a lower search volume, but they of course play a crucial role in local search. They’re valuable because they reflect higher purchase intent and face less competition than other keywords. Adding extra words such as “affordable” to a search term is more likely to attract a customer that’s ready to buy rather than a broader term like “wedding cakes”. Long-tail keywords help in creating relevant content that meets the needs of those searching. They enhance the overall user experience by providing the exact information that they need and want. 

Just like everything else in the digital world, staying updated with the latest trends is essential for success. Trends of local keywords allows you and your business to maintain a competitive edge in local SEO. Google Trends is a great tool to track how the interest in certain keywords evolves over time. Always monitor the search reports to keep track of which keywords are driving traffic to your site as well, and adjust accordingly. 

Optimizing Content for Keywords

Effectively integrating local SEO keywords into your website content involves several strategies. Keywords should be used within titles, headings, and throughout the body content to ensure that it reads well and also provides value to the user searching or reading it. Optimizing your meta descriptions as well can improve click-through rates from search engines. Each meta description should be unique and accurately reflect the content on the page. 

Creating localized content is also crucial for a keyword strategy. This includes blog posts, or even customer success stories specific to your area. This builds up the relevance of your industry and it also engages your audience. 

Google Business is a very important tool for enhancing your local SEO. Optimizing this includes making sure your information is accurate, such as your address, phone number, business hours, and services. This boosts your visibility. Always add high-quality photos to enhance your profile, adding keywords is a plus as well. Encourage your customers to leave positive reviews to build trust to Google that your business is active and reliable. 

Throughout this blog, we covered the importance of optimizing your keywords for the best outcome for your business. COnducting effective local keyword research along with your content for local SEO strategies. By starting with seed keywords and using tools such as Google Keyword Planner, you can uncover the most valuable geo-targeted keywords that match the search behavior for the audience in your area. Now that you have an understanding of local keyword research and optimization, it’s time to implement these strategies into your own SEO efforts!