Local Keyword Research for SEO: Definition & Process
What Is Local SEO Keyword Research?
Local SEO keyword research involves identifying the search terms people use when looking for products, services, or facilities in a particular area. These keywords show exactly what nearby customers are searching for.
If your business depends on local clients, this data is extremely important.
Optimizing your website for local keywords can help you:
- Improve visibility in search engine results pages (SERPs)
- Drive more organic (unpaid) website traffic
- Increase store visits and customer inquiries
- Generate more sales
Take a keyword like “[service] in [location].” For this kind of search, the top organic results typically receive substantial monthly traffic. In many cases, the leading page can gain thousands of visits through organic search alone, along with additional traffic from backlinks and social media.
Businesses ranking well may also appear in the local pack—the map section with business listings—which attracts even more attention.
Strong local keyword research helps your business secure top spots in both organic results and the local pack.
Implicit vs. Explicit Local Keywords
Local searches reflect local intent, meaning the user wants something in a specific area.
This intent can be:
Explicit – The search clearly includes a location or phrase like “near me.”
Example: “locksmith near me” or “locksmith [city].”
Implicit – The search doesn’t mention a location, but the user still expects nearby results.
Example: Searching “locksmith” typically triggers local listings based on the user’s location.
Search engines use advanced algorithms to detect local intent and determine user location. Whether the keyword is explicit or implicit, relevant local results are displayed.
How to Perform Local Keyword Research
Follow these five steps to conduct effective local keyword research. After that, we’ll cover optimizing your Google Business Profile.
List Your Services and Locations
Start by brainstorming terms related to your business. These will act as seed keywords.
Include:
- General terms related to your industry
- Your products or services
- Customer problems you solve
Then add location modifiers such as city names, neighborhoods, ZIP codes, landmarks, or street names. These clarify local intent.
You’ll use these seed keywords and location terms in the next steps.
Discover Relevant Local Keywords
Use keyword research tools to find search queries people actually use, along with metrics like search volume.
Enter one of your seed keywords into a keyword research tool and set your target country or region.
Apply filters to include your location modifiers so you can identify explicit local keywords. Review the results and keep terms that align with your business and audience.
If available, check keyword difficulty metrics to evaluate how competitive each term is. Focus on keywords with reasonable search volume and achievable difficulty.
Save the relevant keywords to build your master list.
To uncover implicit local keywords, exclude location modifiers and filter for queries that trigger local results (such as the local pack). Review and add suitable terms to your list.
Analyze Local Keyword Metrics
Next, evaluate the performance metrics for each saved keyword.
Check:
- Local search volume
- Keyword difficulty
Remove keywords with no local demand or extremely high competition.
Prioritize terms that offer strong potential for improving visibility and attracting relevant local traffic.
Research Competitor Keywords
Identify competitors by searching your target local keywords in Google.
You can also use competitive analysis tools to discover which domains rank for similar keywords.
Analyze competitors’ rankings to find keyword opportunities you may have missed. Focus on terms where competitors rank highly but you do not.
Exclude competitors’ brand names from your targeting.
Filter results using your location modifiers to maintain local relevance.
Add valuable, untapped keywords to your list.
Map Keywords to Pages
Once your keyword list is complete, assign each keyword to a specific page on your website. This process is called keyword mapping.
Each important keyword should have a dedicated page optimized for it.
You can group related keywords by topic and search intent, ensuring each page targets a primary keyword along with supporting secondary keywords.
For existing pages, optimize them according to search intent.
For new opportunities, create dedicated pages that fully address what users are looking for.
A simple spreadsheet can help you organize keywords and assign them to target URLs.
Bonus: Optimize Your Google Business Profile
In addition to your website, optimize your Google Business Profile (GBP). This information influences your visibility in the local pack and Google Maps results.
Add relevant local keywords naturally to your business description so Google can better match your profile with appropriate searches.
Using accurate keywords also reassures potential customers that your business offers what they need.
Select business categories carefully. Choose only categories that accurately reflect your services—adding irrelevant ones violates Google’s guidelines.
While keywords alone won’t guarantee higher rankings, using appropriate terms improves clarity and relevance.
Managing Multiple Locations
If your business operates in multiple locations, perform separate keyword research for each one. Search behavior and results can differ by area.
Simply swapping location names in keywords is not enough. Each location should have dedicated pages targeting its specific keywords.
Create location-specific content that includes:
- Unique images
- Relevant amenities or services
- Contact details and business hours
Avoid duplicating content across location pages by only changing the city name. Such “doorway pages” violate Google’s guidelines.
Create a separate Google Business Profile for each location to improve local visibility.
Tracking Local Keyword Rankings
Monitoring your rankings helps you evaluate your local SEO performance.
Track whether:
- You’re ranking for new keywords
- Your positions are improving
- Any rankings drop
You can monitor rankings in both Google Search and Google Maps using position tracking tools.
For best results:
- Track mobile rankings
- Set your exact target location
- Monitor local pack appearances
- Set alerts for significant ranking changes
Map-based rank tracking tools can also show how your rankings vary across different areas within your target region.
Improve Your Local Presence
Local keyword research is the foundation of a successful local SEO strategy.
By identifying and targeting the right search terms, you can attract nearby customers, increase website visits, boost foot traffic, and grow revenue.
Use reliable keyword research tools to uncover valuable local terms and strengthen your local visibility.
FAQ’S
1. What is local keyword research in SEO?
Local keyword research is the process of identifying search terms that people use when looking for products or services in a specific geographic area. These keywords usually include location-based phrases such as city names, “near me,” or regional terms.
2. Why is local keyword research important for small businesses?
It helps businesses appear in local search results, attract nearby customers, increase foot traffic, and improve visibility in map listings and location-based searches.
3. How do I find local keywords for my business?
You can use tools like Google Keyword Planner, SEMrush, and Ahrefs. You can also analyze Google’s autocomplete suggestions, “People Also Ask” sections, and competitor websites.
4. What is the difference between local keywords and general keywords?
General keywords target broad audiences without location intent, while local keywords include geographic modifiers (e.g., “dentist in Mumbai”) and focus on users searching within a specific area.
5. What are examples of local keywords?
Examples include:
- “Best bakery in Delhi”
- “Plumber near me”
- “Digital marketing agency in Bangalore”
These keywords show clear local intent.
6. How do ‘near me’ searches work?
Search engines automatically detect the user’s location via device settings or IP address and show nearby results even if a specific city name isn’t mentioned.
7. How many local keywords should I target on a page?
Focus on one primary local keyword and a few closely related secondary keywords. Avoid keyword stuffing and prioritize natural content optimization.
8. Does local keyword research help with Google Business Profile rankings?
Yes. Optimizing your content and business listing with relevant local keywords improves visibility in local packs and map results, especially on Google Business Profile.
9. How do I analyze competitors for local keyword ideas?
Review competitor websites, meta titles, service pages, blog content, and local listings to identify the keywords they are ranking for.
10. How often should I update my local keyword strategy?
Review your keyword strategy every 3–6 months to adapt to search trends, seasonal demand, and changes in competition.
