Local SEO is a necessary investment for businesses that rely on their local customers. Optimizing for local search starts with solid keyword research. In this guide, we’ll walk through a detailed, step-by-step process to uncover the best local keywords to drive traffic and customers to your business.

1. Understand Your Local Audience

Before conducting keyword research, it is important to understand your target audience, their needs, and how they search for local products or services.

• Exclusive Tip: Survey your current customers or analyze your local competitor’s social media pages to identify common phrases and language patterns in their reviews.

2. Identify Localized Seed Keywords

Start by brainstorming a list of core keywords that describe your business, products, or services. Add location modifiers (e.g., “near me,” “in [city]”) to focus on local intent.

• Pro Tip: Use Google’s “Searches related to” feature at the bottom of SERPs to generate additional location-specific keyword ideas.

3. Use Google My Business (GMB) Insights for Keyword Ideas

GMB is a treasure trove for local keyword research. The insights section shows the search queries customers use to find your business.

• Exclusive Insight: Combine GMB data with tools like BrightLocal to identify which local keywords drive the most views and clicks, then expand upon those phrases.

4. Implement Competitor Research

Analyze the local keywords your competitors are ranking for. Use tools like SEMrush, Ahrefs, or Moz to identify their top-ranking keywords and gaps in their strategy.

• Unique Approach: Filter competitor keywords that include location modifiers, then assess which you can target but improve on by optimizing for long-tail variations.

5. Use Keyword Research Tools with Local Filters

Tools like Google Keyword Planner, Ubersuggest, and Ahrefs allow you to filter results by location. This can help you find high-volume, low-competition local keywords that match your business goals.

• Exclusive Strategy: Use Ahrefs’ “Traffic Potential” metric to prioritize local keywords that rank well and drive traffic and conversions.

6. Analyze Search Intent for Local Keywords

Understanding the intent behind a keyword is essential. Are people searching for your service, reading reviews, or buying a product? Try categorizing keywords based on intent (informational, navigational, or transactional).

• Advanced Tip: Use Google Search Console data to analyze user behaviour for specific keywords and optimize your content accordingly. Target intent-specific local terms like “best,” “cheapest,” or “open now.”

7. Focus on Hyperlocal Keywords

Don’t just stop at city-level keywords. Target neighbourhood, district, or even street names for hyperlocal keyword opportunities. These keywords are less competitive but highly specific, bringing in qualified local leads.

• Unique Insight: For ultra-local optimization, include landmarks and well-known places (like parks, malls, or schools) in your keyword phrases. For instance, “cafes near Central Park.”

8. Optimize for Voice Search

Voice search is transforming how people look for local businesses. Focus on conversational, question-based local keywords. Many voice searches are “near me” or “how to find [service] in [city]” queries.

• Exclusive Tip: Use tools like AnswerThePublic to find questions locals are asking and optimize your website’s FAQ or blog section to address them, increasing your chances of ranking in voice searches.

9. Don’t Forget Long-Tail Keywords

While short, broad keywords might seem appealing, they’re often too competitive. Long-tail keywords, especially those with local intent, can provide targeted traffic and better conversion rates.

• Pro Strategy: Incorporate long-tail keywords in your local SEO content, such as “best vegan restaurant in [city]” or “emergency plumber in [neighborhood].”

10. Track and Adjust Keyword Performance

Local SEO keyword research is not a one-time task. You should continuously track the performance of your chosen keywords using tools like Google Analytics, Search Console, and third-party SEO platforms.

• Exclusive Technique: Set up local keyword alerts to track any changes in ranking or volume. Regularly update your content with new keyword variations and emerging local search trends to stay ahead.

Mastering local SEO keyword research is essential for dominating local search results. By following this step-by-step guide, you’ll be able to discover and target the right local keywords that will boost your visibility and bring in more local customers. Keep refining your approach as search behavior evolves, and you’ll see long-term benefits.