local keyword research

Local Keyword Research: How To Boost Your Local SEO Strategy

Effective SEO requires a well-rounded strategy that encompasses various elements, and one crucial aspect is local keyword research. When you understand the power of targeted keywords and their impact on connecting with your US audience, you can significantly enhance your overall SEO content strategy. So, let’s delve into the importance of local keyword research and see why keyword research is important.

Key Takeaways:

What Is Local SEO?

Before diving into local keyword research, it is essential to understand the concept of local SEO. Local SEO refers to the practice of optimizing your website and online presence to gain visibility in specific geographic areas. Did you know that 46% of all Google searches are local? When you focus on local SEO, you can improve your chances of reaching potential customers who are searching for products or services in their local area.

Local SEO is especially important for businesses that have physical locations or provide services to specific regions. When someone searches for a product or service “near me” or includes a location in their search query, search engines prioritize displaying relevant local results. This means that if your business has a strong local SEO strategy, you have a better chance of appearing in these local search results and attracting customers from your target area.

For example, this is what it would look like if you search for “bakery in Manhattan”:

example of local keyword research for the keyword bakery in manhattan


The Power of Local SEO

One of the key benefits of local SEO is the ability to target a specific audience. When you optimize your website for local keywords, you can ensure that your business is visible to people searching for products or services in your area. This targeted approach not only increases the likelihood of attracting customers who are ready to make a purchase but also helps you establish a strong local presence.

Local SEO also allows you to compete with larger businesses in your area. Even if you don’t have a massive budget or extensive resources, implementing effective local SEO strategies can help you stand out in search results and attract customers who are specifically looking for businesses like yours.

In addition to improving your online visibility, local SEO can also lead to higher conversion rates. When people find your business in local search results, they are more likely to visit your website, contact you, or visit your physical location. This increased engagement can translate into more sales and revenue for your business.

Understanding and implementing local SEO strategies can significantly benefit your business. When you focus on optimizing your website and online presence for your local area, you can improve your visibility, attract targeted customers, and ultimately grow your business.

The Benefits of Focusing on Local Keywords

When it comes to optimizing your website for search engines, targeting local keywords can make a significant impact on your overall success. When you tailor your content to specific locations, you can unlock a range of benefits that will propel your business forward.

Higher Conversion Rates

When you focus on local keywords that are highly relevant to your target audience, you can attract visitors who are more likely to convert into leads or customers. When your content aligns with their specific needs and location, it establishes credibility and trust, increasing the chances of a conversion.

Increased Website Traffic

Local keywords allow you to tap into the search behavior of users looking for products or services in their area. When you rank high in search engine results for these location-specific terms, you can attract a steady stream of targeted traffic to your website.

Enhanced Brand Visibility

Optimizing your content for local keywords not only improves your search engine rankings but also enhances your brand visibility within your target market. When people consistently come across your business in local search results, it reinforces your brand identity and establishes you as a go-to resource in the area.

Focusing on local keywords brings a range of benefits, including higher conversion rates, increased website traffic, and enhanced brand visibility. When you understand the unique characteristics of your target location and incorporate relevant keywords into your content, you can position your business for success in local search.

Benefits of Focusing on Local Keywords
Higher Conversion Rates
Increased Website Traffic
Enhanced Brand Visibility

Conducting Local Keyword Research

When it comes to optimizing your website for local search, conducting local keyword research is a crucial step. Understanding the keywords that resonate with your target audience and align with your business objectives can greatly improve your overall SEO strategy. Here, we will explore effective strategies and tools for conducting local keyword research.

One approach to conducting local keyword research is to put yourself in the shoes of your target customers. Think about the words and phrases they would use when searching for products or services in your local area. Consider the specificities of the location, such as city names, neighborhood names, and even landmarks that are relevant to your business.

For example, “Birthday cakes in Kensington, London”. This means that the search intent is buying a birthday cake in the Kensington area, London, UK.

example of search term for local seo as the point of the buyer


Another strategy is to utilize keyword research tools. These tools provide valuable insights into search volumes, competition levels, and related keywords for specific locations. Some popular options include Google Keyword Planner, SEMrush, and Ahrefs. With these tools, you can identify relevant keywords that have high search volumes and low competition, giving you an advantage in your local market.

For example, if you search for “best gift shops in New York”, you will see that the number of people searching for that term in the US is 40, and the keyword difficulty (KD) is 39%, which means it is possible to rank for that keyword.

semrush metrics for the local keyword best gift shops in neywork


Also, monitoring your competitors’ keywords can provide valuable information for your own local keyword research. Analyzing the keywords that your competitors are using can give you insights into what is working well in your industry and help you discover new keyword opportunities.

For example, if your target keyword is “bakery in New York”, then, scrolling below in Semrush, you can see the SERP results, and your competitors, i.e. the pages that are in the top ranking positions on Google for that keyword.

competitor research for the local keyword bakery in new york


Then, you can do research for that competitor, in this case, eater.com, and see for which keywords they are ranking.
Insert their domain in Semrush:

example of metrics on semrush for eater.com


And scroll down to Organic Search, and click View details, to see more details about their keywords.

organic keywords on semrush for eater.com


It is also important to keep in mind the user intent when conducting local keyword research. Consider the specific needs and desires of your target audience and focus on keywords that align with their search intent. This will help you create content that not only ranks well but also connects with your local customers effectively..

Strategies for Conducting Local Keyword ResearchTools for Local Keyword Research
Put yourself in the shoes of your target customers and consider location-specific words and phrases.Monitor your competitors’ keywords to identify new opportunities.Focus on user intent when selecting keywords.Google Keyword PlannerSEMrushAhrefs

Local Keyword Ranking Factors

When it comes to ranking your local keywords in search engine results pages (SERPs), several key factors come into play. Understanding these factors can help you optimize your website and improve your visibility in local search results. Here are some crucial elements that influence the ranking of local keywords:

  1. Geographical Proximity: The closer your business is to the user’s location, the higher your chances of ranking for local searches. Search engines prioritize businesses that are geographically relevant to the search query.
  2. Domain Authority: A higher domain authority indicates the credibility and trustworthiness of your website. It is determined by factors such as the quality and quantity of backlinks, the age of the domain, and overall site performance. Websites with higher domain authority tend to rank better in search results.
  3. Online Reviews: User-generated reviews play a significant role in local SEO. Positive reviews not only build trust with potential customers but also signal search engines that your business provides a valuable experience. Encouraging satisfied customers to leave reviews can help enhance your local keyword rankings.
  4. On-Page Optimization: Optimizing your website’s content and structure with relevant local keywords is crucial for ranking well in local searches. Pay attention to meta tags, headers, URLs, and keyword placement within your content to improve your chances of ranking for specific locations.

Consider these essential ranking factors, so that you can strategically optimize your website and improve your local keyword rankings. However, keep in mind that local SEO is an ongoing process that requires regular monitoring and adjustments based on data-driven insights.

Optimizing Your Website for Local Keywords

When it comes to boosting your website’s visibility in local search results, optimizing it for local keywords is crucial. When you implement practical strategies, you can ensure that your website stands out from the competition and attracts more targeted traffic. Here are some tips to help you optimize your website for local keywords effectively:

  1. Perform thorough keyword research: Identify relevant local keywords that align with your business niche and target location. Consider using keyword research tools to find popular and highly searched terms in your area.
  2. Include local keywords in your page titles and meta descriptions: When you incorporate local keywords in your page titles and meta descriptions, you can improve your website’s visibility in search engine results pages (SERPs). This helps search engines understand the relevance of your content to local users.
  3. Create location-specific landing pages: Develop dedicated landing pages for specific locations you serve. Optimize these pages with local keywords, personalized content, and clear calls-to-action to encourage conversions.
  4. Optimize your website’s URL structure: Use clean and descriptive URLs that include relevant local keywords. This not only helps search engines understand your website’s content but also aids in improving user experience.
  5. Enhance your website’s loading speed: Ensure that your website loads quickly to provide a seamless browsing experience for visitors. Optimizing images, using caching techniques, and minimizing code can significantly improve loading times.
  6. Optimize your website for mobile devices: As mobile searches continue to rise, it is essential to have a mobile-friendly website. Optimize your website’s design and functionality for mobile devices to offer an excellent user experience.

Remember, optimizing your website for local keywords is an ongoing process. Regularly monitor your website’s performance, analyze user behavior, and make necessary adjustments to ensure maximum visibility in local search results. When you implement these strategies, you can strengthen your online presence and attract more local customers to your website.

Creating Engaging Local Content

When it comes to local SEO, crafting high-quality content is essential. Engaging local content can help you connect with your target audience and establish your brand as a trusted voice in your community. When you incorporate local keywords into your content strategy, you can improve your website’s visibility in local search results and attract more potential customers.

So how do you create engaging local content that resonates with your audience? Here are some effective strategies:

  1. Understand your target audience: Research and analyze your US audience’s preferences, interests, and pain points. Gain insights into their local needs and aspirations, and tailor your content accordingly.
  2. Create valuable and informative content: Provide your audience with content that answers their questions, solves their problems, and delivers value. Share local insights, tips, and recommendations that showcase your expertise and establish your brand as a local authority.
  3. Use storytelling: Weave stories into your local content to engage your audience emotionally. Use real-life experiences, testimonials, and case studies to make a personal connection and build trust.
  4. Showcase local events and news: Stay connected with your local community and cover and promote local events, news, and initiatives. Share updates about local partnerships, sponsorships, and collaborations to demonstrate your commitment to the community.
  5. Add visual elements: Make your local content visually appealing. Incorporate high-quality images, videos, infographics, and interactive elements. Visuals not only grab attention but also enhance the overall user experience.
  6. Encourage user-generated content: Engage your audience and encourage them to share their experiences, reviews, and feedback. User-generated content adds authenticity to your brand and fosters a sense of community.

If you implement these strategies, you can create engaging local content that stands out and captures the attention of your US audience. Remember to optimize your content with local keywords naturally and strategically. Avoid keyword stuffing and instead focus on providing valuable, relevant information to your readers.

Benefits of Engaging Local Content 
Increase brand visibility and awareness in the local community 
Build trust and credibility as a local authority 
Improve website traffic and user engagement 
Enhance customer loyalty and retention 
Drive targeted traffic and leads from local search results 

Monitoring and Adjusting Your Local Keyword Strategy

Implementing a strong local keyword strategy is just the beginning. Ongoing monitoring and analysis are essential to ensure the effectiveness of your chosen keywords.

To monitor your local keyword strategy effectively, take advantage of various tools and analytics available. These resources will provide valuable insights into how your keywords are performing and help you make data-driven decisions for optimization.

Evaluating Keyword Performance

Analyze the performance of your local keywords using tools like Google Analytics or platforms specific to local SEO, such as Moz Local or BrightLocal. These tools can help you track the visibility, ranking, and traffic generated by your targeted keywords.

Pay close attention to key metrics like click-through rates (CTR) and conversion rates to assess the effectiveness of your keywords. Identify patterns and trends in keyword performance to gain a better understanding of what resonates with your US audience.

Staying Up-to-Date with Local Trends

Local keyword trends can change over time, influenced by factors like seasonality, current events, or emerging market demands. Stay ahead of the game and regularly search and monitor local trends related to your business or industry.

Keep an eye on local news, industry publications, and social media platforms to identify any emerging keywords or topics that could impact your local keyword strategy. Adapting to these trends promptly will help you maintain relevance and maximize your visibility.

Adapting Your Strategy Based on Insights

Monitoring the performance of your local keywords will provide valuable insights into what is working and what needs adjustment. Use this information to make data-driven decisions and optimize your strategy accordingly.

Identify underperforming keywords and consider alternative options with higher potential. Experiment with different variations or long-tail keywords to expand your reach and capture more targeted traffic.

Also, monitor the performance of your competitors’ local keyword strategies. Identify any gaps or opportunities that you can leverage to stay ahead in the local search landscape.

Tracking Progress and Setting Goals

Keep track of your progress and regularly review and compare your keyword performance over time. Set specific goals that align with your overall SEO strategy and track your progress toward achieving them.

Monitor changes in your search engine rankings, website traffic, and conversions to gauge the effectiveness of your local keyword strategy. Adjust your goals as needed to reflect new priorities or changes in your business objectives.

Metrics to MonitorTools to Use
Search engine rankingsGoogle Search Console, Moz, SEMrush
Website trafficGoogle Analytics, Kissmetrics, Clicky
Conversion ratesGoogle Analytics, Kissmetrics
Competitor analysisSemRush, Ahrefs, SpyFu

When you continuously monitor and adjust your local keyword strategy, you can optimize your SEO efforts for maximum impact. Stay proactive, adapt to trends, and use data-driven insights to connect with your US audience effectively.


Local keyword research plays a crucial role in strengthening your overall SEO strategy. When you focus on relevant keywords specific to your target location, you can significantly enhance your website’s visibility and effectively connect with your US audience.

Optimizing your website with local keywords allows you to target the right audience and increase the chances of attracting quality leads. With higher visibility in local search results, you can boost brand recognition, drive more organic traffic, and ultimately improve conversion rates.

Remember, local SEO is an ongoing process that requires consistent monitoring and adaptation. When you utilize tools and analytics to evaluate the performance of your local keywords, you can make data-driven adjustments to maximize your SEO efforts and ensure long-term success.

So, don’t wait any longer! Start implementing your local keyword research today and elevate your SEO game to achieve better results for your business.


Can user-generated content contribute to local keyword research?

Yes, user-generated content such as social media posts, comments, and forums can provide valuable insights into the language and terminology used by local customers. Analyzing this content can uncover new keyword opportunities and help businesses better understand their target audience.

How does voice search impact local keyword research?

Voice search queries often contain natural language and conversational phrases, making long-tail keywords and colloquial expressions more important in local keyword research. Businesses should consider how their target audience might phrase voice search queries when optimizing for local search.

What strategies can businesses use to optimize for “near me” searches?

Optimizing for “near me” searches involves incorporating location-specific keywords, creating location pages, and ensuring consistent NAP (Name, Address, Phone number) information across online directories and listings.

How do seasonality and local events impact local keyword research?

Seasonal trends and local events can influence search behavior, leading to fluctuations in keyword popularity. Incorporating these factors into keyword research allows businesses to capitalize on timely opportunities and stay ahead of the competition.