How To Do Local Keyword Research To Win More Customers
The days of searching for local businesses in dusty phone books or by cruising around town are long gone. Today, Google and other search engines are king. According to a January 2023 survey, 21% of Americans search online for local businesses daily, and more than 90% do so at least once per month.
As a business owner, your customers' online searches can seem mysterious. Obviously, many people input generic phrases like “mechanic near me.” However, others use unexpected search terms, such as “how to fix a shaky steering wheel” or “Cleveland fender bender repair.”
Conducting local keyword research will help you understand your audience’s search intent and improve your online presence. With the right strategies and tools, your content can soar to the top of the search engine results pages (SERPs).
Differences Between Traditional and Local Keyword Research
Traditional and local keyword research both focus on identifying relevant search terms used by customers. However, they work on different scales.
Marketers use traditional research to find broad search terms used globally or in a specific country. This approach can help you identify universal or trending keywords with high search volume. For example, generic terms like “auto shop near me” and “auto repair shops” are popular across the U.S.
On the other hand, local keyword research focuses on search terms used in a particular city or geographic region. Customers in Minnesota might search for “snow tire installation,” while Florida users may enter “lizard in car engine.” By creating content around these location-specific keywords, you can drive more local traffic to your business and meet your community’s needs.
Key Steps for Local Keyword Research
As more customers rely on Google to find information, identifying the right keywords has become an essential part of any search engine optimization (SEO) strategy. The good news is that you don’t need a marketing degree to learn how to do local keyword research. Just follow these simple steps, and you’ll have a long list of relevant keywords before you know it.
1. Identify Your Core Services
Before you can guide local customers to your content, you need to figure out what you want them to find. Get started by listing your core products and services. For example, if your business specializes in engine repairs and emissions testing, you can use these services as launch points for your keyword research.
2. Use Keyword Research Tools
Many vendors offer fancy keyword research tools with advanced features — and the high price points to match. While this software is nice to have, most businesses can get by just fine with free or low-cost tools.
Google Keyword Planner is free for anyone with a Google Ads account. Just enter your website's URL, and the platform will generate thousands of new keyword suggestions. It also lets you set your location and view local search volume ranges. That way, you can quickly identify high-traffic terms in your area, instead of focusing on keywords that no one looks for.
Google Search Console is another user-friendly resource, perfect for small businesses. This free platform allows you to track your website’s traffic and performance. It includes a search analytics tool, which reveals the queries that bring visitors to your site. Use this tool to understand how customers discover your content and identify underperforming pages.
3. Analyze Competitors' Keywords
Scoping out your competitors’ keywords might feel like cheating, but it’s a perfectly valid SEO strategy. When you understand what works for other businesses, you’re sure to spot opportunities to improve your own content.
You’re probably already aware of some of your local competitors. These include businesses that offer similar services or cater to the same types of customers. Local listings on Google and Yelp can reveal additional competitors you may not have heard of or considered. And don’t forget to check local groups on social media platforms like Facebook and Reddit. Users often ask for recommendations and discuss their experiences with businesses.
Once you’ve identified your main competitors, use SEO tools to examine their content and detect their target keywords. This software can also show you how your website ranks in comparison and point out relevant keywords you’re missing.
For example, an auto shop across town might rank for “electric vehicle repair,” but your website doesn’t mention that service at all, even though you offer it. By adding this overlooked keyword to your content, you can attract more local traffic and make it easier for interested customers to find your business.
Competitor keyword analysis can also help you identify new trends or changing customer needs in your area. If other businesses start ranking for “tire recycling,” for instance, you might consider adding that service to your roster to cater to environmentally conscious clients.
4. Structure Your Local Keywords Effectively
You may feel tempted to cram as many local keywords into your content as possible, but don't get carried away. No one wants to read a word salad that repeats variations of “mechanic near me” 10 times. Plus, the search engines may penalize you for keyboard stuffing by lowering your rankings.
For the best results, sprinkle in long-tail keywords where appropriate. These terms are highly specific and usually consist of four or more words. For example, Ohio residents might search for “mobile mechanic in Cleveland” or “affordable diesel mechanic 24/7 near me.” These longer keywords are often easier to rank for than broader terms used by more businesses.
Including geographic modifiers like “in Tampa” or “in north Florida” can also improve your local SEO. However, use these terms sparingly to avoid distracting or annoying your readers.
5. Track Your Keyword Performance
Monitoring your performance is an essential part of local keyword research and optimization. Without hard data, you won’t know if your SEO efforts are paying off.
Luckily, there are many affordable tracking systems for modern websites and SEO. For instance, Google Analytics lets you monitor your web traffic, while SE Ranking measures keyword rankings. While SEO can be a long game, consider switching your strategy if you don’t see improvements in three months.
6. Optimize Your Google Business Profile
Help local customers find your company by setting up a Google Business Profile. This account lets you manage how your business appears in Google's search results. You can optimize it by adding local keywords to your business's description and products.
Local Keyword Research and Optimization FAQs
How often should I update my local keywords?
The popularity of different keywords frequently changes as customers' interests and trends evolve. Stay ahead of the curve by assessing your local keywords every three months and refreshing them as needed.
What are the benefits of local keyword research?
Local keyword research helps you attract customers in your area and improve your brand's visibility. It can also give you an edge over competitors who haven’t mastered SEO.
Can I use national keywords for local SEO?
Customers across the country often search for similar keywords, so it’s fine to use these terms in your content. However, it’s often harder to rank for national keywords, so focus most of your attention on local SEO for the best results.
Win Over the Local SERPs With Optimize Digital Marketing
Local keyword research has become one of the most effective ways to promote your brand and drive local traffic. By pinpointing the terms local clients use to search for businesses, you can create more relevant and valuable content. Plus, you can climb higher in the SERPs, increasing your chances of obtaining those precious clicks.
Optimize is here to help you perfect your local SEO efforts. Our experienced team can answer everything from “How do search engines work?” to “Which keywords are my competitors using?” We’ll also develop and execute your keyword strategy. To take the next step, contact us today!