In this complete guide to local SEO keyword research, we’ll walk you through everything you need to know to find, analyze, and implement the perfect keywords for your local business. You’ll discover how to identify high-intent local search terms, use both free and premium tools effectively, and transform those keywords into content that ranks and converts.
By the end of this guide, you’ll have a clear understanding of how local search differs from traditional SEO, which metrics matter most for local businesses, and exactly how to build a keyword strategy that brings customers through your door. Whether you’re a small business owner doing your own marketing or a digital strategist managing multiple locations, this step-by-step approach will give you the blueprint for local keyword success.
Key Takeaways
- Learn the complete local SEO keyword research process from initial brainstorming to implementation and tracking
- Discover 10+ free and paid tools specifically designed for finding location-based keywords with high commercial intent
- Understand how to analyze local search intent and tailor your keyword plan to match user needs
- Master the art of keyword prioritization based on competition, difficulty, and business relevance
- Get actionable templates and frameworks you can immediately apply to your local business
Table of Contents
- Understanding Local SEO
- What Is Local Keyword Research?
- Planning Your Local SEO Keyword Strategy
- How to Find Local SEO Keywords
- The Best Tools for Local Keyword Research
- Evaluating and Prioritizing Local Keywords
- Mapping Keywords to Your Local SEO Assets
- Turning Local Keywords into Content
- Tracking Your Local Keyword Performance
- Maintaining & Updating Your Keyword Strategy
- Bonus Chapter: Local SEO for Multi-Location Businesses
- FAQs
- Conclusion: Ready to Dominate Your Local Market
1. Understanding Local SEO
What Is Local SEO?
Local SEO keyword research is the base of any successful local search strategy. But before we dive into keyword research specifically, let’s make sure we’re clear on what local SEO actually is.
Local SEO is a specialized bloc of search engine optimization focused on improving visibility for businesses that serve specific geographic areas. Unlike traditional SEO, which might target customers nationwide or globally, local SEO focuses on connecting your business with searchers in your immediate vicinity or service area.
The goal? To show up prominently in local search results when potential customers seek your products or services near them.
Why Does Local SEO Matter in Recent Years
Local search has evolved dramatically over the past few years, and in 2025, it’s more important than ever for several key reasons:
Google’s Local Algorithm
Google’s local algorithm has become increasingly sophisticated, with dedicated ranking factors specifically for local businesses. The local pack—those mapped business listings that appear at the top of search results—now dominates prime SERP real estate for location-specific queries.
Recent algorithm updates have placed even greater magnitude on relevance, proximity, and prominence as the three pillars of local search success. Businesses that understand and optimize for these factors gain a significant advantage.
The Role of Mobile and Voice Search
With nearly 60% of local searches now happening on mobile devices, users expect immediate, location-relevant results. “Near me” searches have grown exponentially year over year, with voice search accelerating this trend even further.
When someone asks Siri, “Where’s the nearest coffee shop?” or tells Google Assistant, “I need a plumber today,” the businesses that have optimized their local SEO are the ones that get recommended.
In fact, research shows that 76% of people who run a local search on their smartphone stop by a business within 24 hours, and 28% of those searches convert into a purchase. Those are conversion rates that simply can’t be ignored.
Local SEO vs Traditional SEO: Key Differences
While traditional and local SEO share many fundamentals, there are crucial differences that impact your keyword research approach:
| Local SEO | Traditional SEO |
| Targets specific geographic areas | Targets broader, often non-location-specific topics |
| Focuses on Google Business Profile optimization | Focuses primarily on website optimization |
| Emphasizes citations, reviews, and local link building | Emphasizes domain authority and broader link profiles |
| Targets searchers with immediate, location-based intent | May target users at many stages of the buying journey |
| Often involves ranking in the local pack/map results | Aims for organic listing positions |
Understanding these differences helps explain why local SEO keyword research requires a specialized approach—one that we’ll explore in depth throughout this guide.
2. What Is Local Keyword Research?
Local keyword research is the process of identifying the specific search terms people use when looking for products, services, or information related to a particular location. It’s the critical first step in any local SEO campaign and forms the foundation of your entire local search strategy.
Local vs Global Keywords
The primary distinction between local and global (or national) keywords is geographic intent. Local keywords incorporate:
- Geographic specificity: Terms that include location names, zip codes, neighborhoods, or landmarks
- Proximity qualifiers: Phrases like “near me,” “nearby,” “closest,” or “in downtown”
- Service area relevance: Terms focused on businesses that operate within particular regions
For example, “best coffee” is a global keyword, while “best coffee shop in Portland” is a local keyword. The addition of the location modifier completely changes the search intent and the competitive landscape.
Implicit vs Explicit Local Keywords
When performing local SEO keyword research, it’s necessary to understand the difference between:
- Explicit local keywords: These directly tag a location modifier, such as “dentist in Chicago” or “Seattle plumber”
- Implicit local keywords: These don’t mention a location but are interpreted by search engines as having local intent, such as “emergency dentist” or “24-hour plumber”
Google’s understanding of implicit local intent has grown enormously, aided by contextual signals like the searcher’s location, previous search history, and device information. Many queries without location terms now trigger local results automatically when Google determines local relevance.
Real-World Example: “Dentist” vs “Dentist in Chicago”
Let’s examine how these different types of keywords behave in the wild:
When someone searches simply for “dentist,” Google typically shows:
- Local pack results for dentists near the searcher’s current location
- Organic results that might include dental directories, general information about dentists, and websites of nearby dental practices
When someone searches for “dentist in Chicago,” Google knows exactly where to focus its results:
- Local pack specifically limited to Chicago dentists
- Organic results are heavily weighted toward Chicago-specific dental practices and directories
- More Chicago-specific content like “best dentists in Chicago” lists and neighborhood guides
The explicit location keyword narrows the competitive field significantly, allowing businesses to target potential customers in specific areas. This is why understanding the nuances of local keyword variations is critical to your local SEO keyword research success.
3. Planning Your Local SEO Keyword Strategy
Before you start using specific tools for local SEO keywords, you need to plan your strategy. This planning phase assist you connect your keyword choices with your business goals and the needs of your market.
Step 1: Define Your Business Goals & Service Areas
Your local keyword strategy starts with clarity about what you’re actually trying to accomplish:
- Are you primarily focused on driving foot traffic to a physical store?
- Do you provide services at customer locations within a defined radius?
- Are you targeting multiple neighborhoods or cities from a single location?
- Do you have different service offerings for different geographic areas?
These questions help determine how granular your local SEO keyword research needs to be.
Choosing Primary and Secondary Locations
Most local businesses have:
- Primary location(s): The city or neighborhood where your physical business is located
- Secondary locations: Surrounding areas you serve but don’t have a physical presence in
Your keyword strategy should reflect this hierarchy, with your most competitive efforts focused on your primary locations. For secondary locations, you’ll need to determine whether to create separate location pages or incorporate these areas into broader regional content.
When mapping out these service areas, consider the following:
- Realistic travel distance for your business or customers
- Population density and business potential in each area
- Existing customer concentration
- Competitive saturation in different locations
B2C vs B2B Local Relevance
The nature of your business also impacts your local SEO keyword research approach:
For B2C businesses: Local intent is often straightforward, with consumers searching for nearby services or products for immediate needs. Keywords typically include direct service/product terms plus locations.
For B2B businesses: Local intent can be more complex. While some B2B services require in-person delivery, many don’t have the same proximity requirements as B2C. Your local keyword strategy might focus more on establishing regional expertise or industry leadership within a specific market.
For instance, a B2B software company might target “manufacturing software solutions in Detroit” not because proximity matters for delivery, but because they want to connect with Detroit’s manufacturing sector specifically.
Step 2: Identify Your Core Products or Services
Once you’ve defined your service areas, list your primary offerings that will form the base of your local SEO keyword research:
- Start with broad categories (e.g., “residential plumbing”)
- Break these down into specific services (e.g., “water heater installation”)
- Note any specialty or signature offerings that differentiate you
- Identify seasonal services or those with fluctuating demand
This service inventory becomes your seed keyword list when combined with location modifiers. For multi-service businesses, you’ll also want to prioritize these offerings based on:
- Profit margin
- Customer lifetime value
- Competitive advantage
- Seasonal relevance
- Growth potential
Step 3: Understand Local Search Intent
Search intent—the “why” behind a search query—takes on special significance in local SEO keyword research. Understanding what stage of the customer journey someone is in helps you target the right keywords for your goals.
Navigational, Informational, Transactional
Local searches generally fall into one of these categories:
Navigational local intent: The searcher is trying to find a specific business or location.
- Examples: “Starbucks downtown,” “Apple Store directions,” “Planet Fitness hours”
- Strategy: Ensure your Google Business Profile and website contact information are fully optimized
Informational local intent: The searcher wants to learn something related to a location.
- Examples: “Best restaurants in Boston,” “Chicago weather forecast,” “Events in Austin this weekend”
- Strategy: Create helpful local guides, neighborhood spotlights, or local resource pages
Transactional local intent: The searcher wants to buy something or hire a service locally.
- Examples: “Emergency plumber near me,” “iPhone repair shop open now,” “affordable florists downtown”
- Strategy: Focus on conversion-optimized service pages with strong local signals
How It Affects Keyword Targeting
Different intent categories require different keyword targeting approaches:
- High-intent transactional keywords (like “emergency locksmith near me”) warrant investment in Google Ads and prominent placement on your homepage or dedicated landing pages
- Informational local keywords work well for blog content and resource sections
- Navigational terms need accurate business information across all platforms
In your local SEO keyword research process, categorize keywords by intent to help prioritize your optimization efforts and content creation.
4. How to Find Local SEO Keywords
Now that you have a clear plan, let’s focus on the steps to find the most valuable local keywords for your business.
Step 1: Start with Seed Keywords
Seed keywords form the foundation of your local SEO keyword research. These are the basic terms that describe what your business does without modifiers or locations.
Industry-Specific Keywords
Begin by listing the generic terms for your industry, products, and services:
- A pizzeria might start with: pizza, Italian food, pasta, delivery, takeout
- A law firm might use: attorney, lawyer, legal services, legal advice
- A plumber might begin with: plumbing, pipes, drains, toilet, sink, water heater
Don’t worry about being comprehensive at this stage—you’ll expand these terms later.
“Solutions” vs “Problems” Queries
When brainstorming seed keywords, consider both sides of the customer experience:
- Solution-based keywords: Terms describing what you offer (e.g., “roof replacement,” “tax preparation,” “family photography”)
- Problem-based keywords: Terms describing what issues customers need to be solved (e.g., “leaking roof,” “tax filing help,” “family portrait ideas”)
Problem-based keywords often capture customers earlier in their journey and can be less competitive while still bringing highly qualified leads.
Step 2: Use Location Modifiers
Now, it’s time to add geographic specificity to your seed keywords. This is where your local SEO keyword research really takes shape.
City, Neighborhood, Landmarks, Zip Codes
Combine your seed keywords with various location identifiers:
- City-level: “Plumber in Boston” or “Boston plumber”
- Neighborhood-level: “Financial District coffee shop” or “coffee shop in Back Bay”
- Landmark proximity: “Hotel near Wrigley Field” or “restaurant near Space Needle”
- Zip code specific: “55418 dentist” or “auto repair 90210”
Don’t limit yourself to formal boundaries—include colloquial area names and how locals actually refer to different parts of town.
Geo-Targeting Strategies for Multiple Branches
For businesses with multiple locations, your local SEO keyword research needs to account for each unique service area:
- Create separate keyword lists for each location, reflecting local terminology differences
- Identify overlapping service areas where location cannibalization might occur
- Consider hierarchical targeting (city → neighborhood → specific area) based on competition levels
- Track keyword variations across locations to identify regional search pattern differences
Step 3: Expand with Keyword Modifiers
To capture the full spectrum of local search intent, enrich your keyword list with modifiers that reflect how people actually search.
“Best”, “Near Me”, “Cheap”, “24/7”, “Top-Rated”
Common qualifiers that signal specific needs include:
- Quality indicators: “best,” “top,” “premier,” “leading”
- Price concerns: “affordable,” “cheap,” “budget,” “luxury,” “high-end”
- Urgency: “emergency,” “same-day,” “24/7,” “weekend,” “open now”
- Proximity: “near me,” “nearby,” “closest,” “walking distance”
- Validation: “top-rated,” “reviewed,” “recommended,” “certified”
Each of these modifiers changes the intent and competition level of the base keyword.
Voice Search-Friendly Long-Tail Keywords
With voice search continuing to grow, incorporate conversational phrases into your local SEO keyword research:
- Questions: “Where can I find the best tacos in Austin?”
- Natural language: “I need a pediatrician who takes new patients in Charlotte”
- Assistance requests: “Help me find a locksmith open now near downtown”
Voice searches tend to be longer, more conversational, and often include who, what, where, when, why, and how constructions. They’re excellent targets for FAQ content and featured snippets.
Step 4: Check What Your Competitors Rank For
Competitive analysis is a critical component of thorough local SEO keyword research.
Manual SERP Analysis
Start by searching for your main local keywords and analyzing who appears:
- Note which businesses consistently appear in the local pack
- Identify websites ranking organically for your target terms
- Pay attention to directories and aggregators that may be capturing traffic
- Study the content types that perform well (service pages vs. blogs vs. guides)
This manual investigation reveals patterns about what Google values for these specific local queries.
Keyword Gaps and Ranking Opportunities
Next, use SEO tools (we’ll cover these in the next chapter) to dig deeper:
- Find the keywords that your competitors rank for, but you do not.
- Find low-competition keywords where newer or smaller businesses are ranking
- Discover content topics that consistently perform well in your local market
- Uncover question-based queries with limited competition
The most valuable opportunities often lie in these gaps—keywords with decent search volume but lower competition due to being overlooked by major competitors.
5. The Best Tools for Local Keyword Research
The right tools can dramatically improve your local SEO keyword research efficiency and effectiveness. Here’s a breakdown of the best options, from free to premium.
Free Tools
Google Keyword Planner
While primarily designed for advertisers, Google Keyword Planner remains a valuable resource for local SEO keyword research:
- Set location targeting to your service area for location-specific data
- Use the “Discover new keywords” feature with your seed terms
- Look for “low competition” keywords with meaningful search volume
- Pay attention to seasonal trends in local searches
The main limitation: search volumes are shown in broad ranges unless you’re running active Google Ads campaigns.
Google Trends
Google Trends excels at showing regional interest differences and seasonal patterns:
- Compare search interests across different cities or regions
- Identify local seasonal spikes for services (like “AC repair” in summer)
- Discover regional terminology differences (e.g., “soda” vs. “pop”)
- Find related rising queries specific to your area
To maximize its usefulness for local SEO keyword research, be sure to filter by your country and then drill down to state/region and metro area levels.
Google Search Console
If you already own a website, Google Search Console provides actual search query data:
- Filter performance data by geographic region
- Identify queries bringing impressions but few clicks (opportunity areas)
- Discover long-tail local variations you hadn’t considered
- Track position improvements as you implement your strategy
This real-world data from your existing visibility is invaluable for refining your approach.
Ubersuggest, AlsoAsked, AnswerThePublic
Several free or freemium tools can expand your local keyword universe:
- Ubersuggest: Offers limited free searches with keyword ideas and difficulty scores
- AlsoAsked: Shows common question hierarchies related to your keywords
- AnswerThePublic: Visualizes questions and prepositions connected to your terms
For local relevance, combine your seed keywords with location terms when using these tools.
Paid Tools
For serious local SEO keyword research, premium tools offer much deeper insights.
Ahrefs
Ahrefs provides robust local keyword research capabilities:
- “Keywords Explorer” with city-level search volume data
- Competitive analysis of local business websites
- “Content Gap” analysis to find keywords competitors rank for
- SERP analysis showing local pack appearances
Its “clicks” metric is particularly valuable for local searches, as it helps identify which keywords actually drive traffic versus those that get answered directly in the SERP.
SEMrush
SEMrush offers several features specifically beneficial for local SEO keyword research:
- Position tracking with local pack monitoring
- Location-specific keyword difficulty scores
- “Keyword Magic Tool” with geographic filtering
- On-page SEO recommendations for location pages
The “Listing Management” feature also helps audit and manage your business information across the local search ecosystem.
BrightLocal
Purpose-built for local SEO, BrightLocal includes:
- Local search rank tracking with mobile and desktop results
- Google Business Profile audit and optimization tools
- Citation tracking and building
- Location-specific reputation monitoring
Its hyper-local focus makes it particularly valuable for businesses targeting multiple service areas.
Local Falcon
Specializing in local rank tracking, Local Falcon shows:
- Rank variations across different parts of a city (grid view)
- Competitor visibility in local packs
- Performance differences between devices
- Ranking fluctuations over time with geographic precision
This granular local data helps identify neighborhood-level opportunities other tools might miss.
Bonus: Chrome Extensions for Quick Local SERP Checks
Several browser extensions can enhance your day-to-day local SEO keyword research:
- MozBar: Shows domain authority and link metrics directly in SERPs
- Keywords Everywhere: Displays search volume data alongside Google results
- LocalFalcon SEO: Quick checks of grid rankings without leaving Google
- GS Location Changer: Simulates searches from different locations
These tools help you quickly validate keywords before deeper analysis.
6. Evaluating and Prioritizing Local Keywords
With a comprehensive list of potential keywords now at your disposal, it’s time to evaluate and prioritize them based on factors that matter most for local SEO keyword research.
Local Search Volume & Difficulty
Search volume at the local level works differently than national estimates. Consider:
- Relative volume: A term with just 50 searches per month might be highly valuable if those are all from your immediate service area
- Seasonal fluctuations: Many local services see dramatic seasonal volume changes
- Difficulty vs. reward: Balance keyword difficulty against the potential business value
- Device split: Some local terms have much higher mobile search volumes, indicating on-the-go intent
When evaluating difficulty, look beyond the standard metrics to consider:
- Local pack competition (number of featured businesses and their rating/review counts)
- The authority of websites ranking on page one
- SERP features present (featured snippets, “People also ask” boxes, etc.)
- Local intent match (how well existing results satisfy local intent)
Keyword Relevance vs Buyer Intent
Not all local keywords with high search volume deserve equal attention. Assess:
- Commercial intent: Terms like “affordable dentist near me” signal stronger buying intent than “what causes tooth pain”
- Service alignment: How precisely does the keyword match your core offerings
- Conversion potential: The likelihood a searcher using this term would become a customer
- Value per customer: Balance volume against customer value (a single “commercial lawyer Chicago” conversion might be worth dozens of “cheap haircut” conversions)
Proximity and Local Pack Considerations
Google’s local algorithm heavily weighs proximity, which affects your targeting strategy:
- Keywords with strong proximity bias (like “coffee shop”) may only be worth targeting for your immediate neighborhood
- Terms where quality or specificity outweighs proximity (like “gluten-free bakery”), may draw customers from further away
- Consider creating proximity-specific content for different radiuses from your location
Keyword Clustering for Location Pages
Rather than targeting individual keywords in isolation, group-related terms for more effective content creation:
- Geographic clusters: Terms targeting the same location but different services
- Service clusters: The same service across different locations you serve
- Intent clusters: Keywords with similar user intent but different phrasing
- Question clusters: Related local queries that could form an authoritative resource
These clusters become the foundation for your content strategy in the next stage of the process.
7. Mapping Keywords to Your Local SEO Assets
Now that you have your list of important keywords, assign them to the key parts of your local SEO strategy.
Google Business Profile Optimization
Your Google Business Profile (formerly Google My Business) should target your highest-value, most relevant local keywords:
- Business name: Use your actual business name (keyword stuffing violates Google’s guidelines)
- Business categories: Pick primary and secondary categories that precisely match your services
- Business description: Naturally incorporate your primary local keywords
- Products and services: Add your core offerings using relevant keywords
- Posts: Create regular Google Posts focused on local themes and services
- Q&A: Proactively add and answer common questions using keyword-rich language
Remember that over-optimization can trigger penalties, so maintain a natural, user-focused approach.
Website Pages: Homepage, Location Pages, Service Pages
Different pages on your website should target distinct segments of your local keyword universe:
Homepage:
- Primary location + primary service keywords
- Broader terms establishing local relevance and expertise
- Example: “Denver’s Premier Plumbing Service”
Location Pages (for multi-location businesses):
- City/neighborhood-specific versions of your main services
- Local landmarks, institutions, and neighborhoods
- Example: “Emergency Plumbing Services in Highlands Ranch, Colorado”
Service Pages:
- Detailed service + location combinations
- Problem-specific keywords related to each service
- Example: “Water Heater Repair in South Denver”
Avoid duplicate content across location pages by incorporating unique:
- Location-specific case studies or testimonials
- Area-specific service offerings or customizations
- Local team information for each area
- Community involvement specific to each location
Blog Content: Local Guides, FAQs, News
Your content marketing efforts should capture informational local queries:
- Local guides: Target terms like “best restaurants in [location]” or “things to do near [landmark]”
- Local FAQs: Address common questions about your services in your area
- News and events: Cover local happenings relevant to your industry
- Seasonal content: Create resources for location-specific seasonal needs
These content pieces build local authority while capturing top-of-funnel traffic.
Citations, Listings, and Local Directories
Beyond your owned properties, your business information appears across the web:
- Business directories: Ensure consistent NAP (Name, Address, Phone) information
- Industry-specific platforms: Target vertical-specific directories with optimized descriptions
- Review sites: Monitor and respond to reviews with keyword-rich (but natural) responses
- Local media: Pursue mentions in local publications with your key terms
Consistent keyword usage across these external platforms reinforces your local relevance.
8. Turning Local Keywords into Content
Keywords alone don’t drive rankings—they need to be transformed into compelling, useful content that serves searcher needs while signaling local relevance to search engines.
Creating High-Intent Location Pages
Your core service/location pages should be optimized thoroughly:
- Include the primary/Focus keyword in the page title, H1, URL, and naturally throughout the content
- Add location schema markup to clearly identify the service area
- Incorporate local trust signals (local phone number, address, business hours)
- Feature location-specific testimonials and case studies
- Include area-specific content that demonstrates local knowledge
- Add embedded Google Maps showing your location
- Optimize images with local alt tags and geotags where appropriate
These pages should be comprehensive resources that answer all potential customer questions about your service in that location.
Writing Blog Posts Around Local Topics
Your blog allows you to target broader local themes:
- Neighborhood guides relevant to your industry
- Comparisons of options or solutions available locally
- Local event coverage or sponsorship announcements
- Community spotlights featuring local partners or customers
- Seasonal advice specific to your region
Each piece should naturally incorporate your target keywords while providing genuine value to local readers.
Structuring Content for Featured Snippets
Many local searches trigger featured snippets—those highlighted answer boxes at the top of search results:
- Structure key information in simple, direct formats
- Use questions as headings (H2s, H3s) with concise answers immediately following
- Create lists, tables, and step-by-step instructions
- Define local terms or concepts clearly
- Provide direct answers to “how,” “why,” and “what” questions related to your services
These formatting approaches increase your chances of capturing this valuable SERP real estate.
Local SEO Copywriting Tips
When writing any location-focused content:
- Maintain natural language patterns—keyword stuffing hurts rather than helps
- Include local landmarks, neighborhoods, and regional terms to demonstrate genuine local knowledge
- Address local pain points or unique regional concerns
- Reference local regulations, weather conditions, or other area-specific factors
- Use local terminology and phrases that resonate with area residents
- Incorporate testimonials from local customers with their neighborhoods mentioned
- Update seasonal content to reflect current local conditions and needs
The best local content serves users first while naturally incorporating your target keywords.
9. Tracking Your Local Keyword Performance
Implementing your local SEO keyword research is just the beginning. Ongoing tracking and analysis help you refine your strategy over time.
Track Rankings in Local Packs and Organic
Monitor your performance across different result types:
- Local pack positions: Track visibility in mapped results for your priority terms
- Organic rankings: Monitor traditional SERP positions for the same keywords
- Featured snippet capture: Track which queries trigger featured snippets with your content
- Mobile vs. desktop variation: Note any ranking differences between devices
Many of the paid tools mentioned earlier offer specialized local rank-tracking features that account for location-specific variations.
Use Google Analytics and GSC
Your own website data provides crucial performance insights:
- Landing page performance: Identify which location pages drive the most traffic and conversions
- Geographic reports: See which areas send the most visitors to your site
- Search query data: Discover actual terms bringing users to your site
- Behavior flow: Understand how users from different locations navigate your content
- Goal completions by location: Measure conversion differences across areas
These metrics help you connect rankings to actual business results.
Monitor Engagement and CTR
Rankings alone don’t tell the full story—engagement matters too:
- Click-through rates: Compare CTR for different local terms and positions
- Bounce rates: Identify location pages with high bounce rates that need improvement
- Time on page: Measure content engagement across different location topics
- Local conversion paths: Track how visitors from different areas move through your site
- Call tracking: Connect phone calls to specific local keywords and pages
These engagement metrics help prioritize your optimization efforts.
Track Competitor Movements and SERP Features
The local search landscape constantly evolves:
- Monitor new competitors appearing in local packs for your terms
- Track changes in SERP features for your priority keywords
- Watch for new content types gaining traction in local results
- Note changes in how Google displays local intent results
- Identify emerging local keywords and trends
Staying alert to these changes helps you adapt your strategy proactively.
10. Maintaining & Updating Your Keyword Strategy
Local SEO keyword research isn’t a one-time project—it requires ongoing attention and refinement.
How Often Should You Refresh Your Keywords?
Create a regular schedule for revisiting your keyword strategy:
- Quarterly reviews: Check for significant search trend changes
- Seasonal updates: Refresh seasonal terms before their peak periods
- Major business changes: Reassess when adding services or locations
- Algorithm updates: Review after significant Google changes
- Competitive shifts: Analyze when new competitors enter your market
Regular monitoring prevents your strategy from becoming outdated.
Re-optimizing Existing Content
Rather than constantly creating new content, regularly refresh your existing assets:
- Update title tags and meta descriptions for underperforming pages
- Refresh content with new local information and examples
- Expand thin content to address additional questions and keywords
- Improve internal linking between location pages
- Add new structured data as schema options evolve
- Incorporate new media types (videos, interactive maps, etc.)
These updates signal freshness to search engines while improving user experience.
Handling Service Expansions or Relocations
Business changes require strategic keyword adjustments:
- When adding services, conduct new keyword research for those offerings
- For new locations, develop location-specific versions of your best-performing content
- When relocating, create proper redirects and update all location references
- If discontinuing services, redirect those pages to relevant alternatives
- When rebranding, carefully plan keyword transitions to maintain rankings
Proper planning minimizes ranking losses during these transitions.
11. Local SEO for Multi-Location Businesses
Managing local SEO keyword research for multiple locations adds complexity but also opportunity.
Unique Keyword Targeting for Different Branches
Each location deserves its own keyword strategy:
- Research location-specific terminology and search patterns
- Identify varying competition levels across different markets
- Adjust targeting based on services offered at each location
- Account for different customer demographics in each area
- Prioritize locations based on market opportunity and business goals
The right structure makes this manageable even for dozens of locations.
Avoiding Cannibalization and Duplication
With multiple location pages, you must prevent internal competition:
- Create clear hierarchies between corporate, regional, and local content
- Implement proper hreflang and canonical tags where appropriate
- Develop unique, substantial content for each location
- Use consistent URL structures that clearly separate locations
- Implement location-specific internal linking strategies
These technical approaches prevent your locations from competing with each other.
Centralized vs Localized Content Approaches
Most multi-location businesses need a hybrid approach:
- Centralized elements: Brand messaging, core service descriptions, main website architecture
- Localized elements: Location-specific service details, team information, local testimonials and case studies
This balance assures brand consistency while allowing for local optimization.
Consider creating:
- Corporate templates that local managers can customize
- Location-specific social media accounts for local content
- Regional content hubs for broader area coverage
- Local landing pages for specialized campaigns
The right mix depends on your business structure and local market variations.
FAQs
What is local SEO keyword research?
Local SEO keyword research is the process of identifying and analyzing the specific search terms people use when looking for products, services, or information in a particular geographic area. It involves discovering how potential customers search for local businesses like yours, incorporating location modifiers, understanding search volume and competition at the local level, and mapping these keywords to your optimization strategy.
Unlike general keyword research, local SEO keyword research specifically focuses on capturing searches with geographic intent, whether explicit (containing location names) or implicit (suggesting local relevance without naming places).
How do I find the best local keywords for my business?
Finding the best local keywords for your business involves several steps:
- Start with a comprehensive list of your services and products
- Add location modifiers for your service areas (city names, neighborhoods, zip codes)
- Use keyword research tools/Applications like Google Keyword Planner, Ahrefs, or SEMrush with location filters
- Analyze what competitors in your area rank for
- Look for terms with reasonable search volume and manageable competition
- Prioritize keywords with strong commercial intent that align with your business goals
- Consider search intent and where prospects are in their customer journey
- Test keywords through small paid campaigns before committing to extensive SEO efforts
The best local keywords balance search volume with business relevance and conversion potential. Rather than just choosing the highest-volume terms, focus on keywords that demonstrate clear local intent and align with the services you want to promote.
Conclusion:
Ready to transform your local search visibility but feeling overwhelmed by the process? Our team of local SEO specialists can help you identify the perfect keywords for your business and implement a comprehensive strategy to dominate your local search results.
Our Local SEO Services include:
- Professional local keyword research tailored to your specific business and service areas
- Competitor analysis to uncover untapped opportunities in your market
- Google Business Profile optimization using proven best practices
- Location-focused content development that connects with your community
- Citation building and management to strengthen your local presence
- Review generation strategies to build your online reputation
- Performance tracking and reporting to measure real business impact
Don’t let your competitors capture valuable local searches that should be leading customers to your business. Contact our team today for a free local SEO consultation and keyword analysis.
Whether you’re just getting started with local SEO or looking to refine an existing strategy, our data-driven approach will help you connect with more local customers searching for exactly what you offer.