How to Conduct Effective Keyword Research for Local SEO
Local keyword research is essential in creating a strong local SEO strategy. It allows you to target search terms your customers are using and increases your chances of earning a top organic or local pack spot.
It can be done manually or with the help of free and paid tools.
Identify Your Target Audience
To target local keywords, you need to know who your audience is. One way to do this is by looking at competitor sites. See what search terms they are targeting and the type of content they have — and how well it ranks in search engines.
Another good way to identify your audience is by looking at the types of searches that people do locally. This more targeted keyword research approach focuses on the user’s intent. For example, if someone searches for “gas safe engineer greater London,” they’re probably looking for a company that can inspect and approve gas boilers.
You can check search intent using tools. These tools will help you find keywords with local intent and tell you how competitive the keyword is. Once you have your list of local keywords, you can use them in various ways, including creating locally-targeted content, building citations on business directories, and writing blog posts about local events.
Identify Your Seed Keywords
One of the most critical aspects of local SEO is identifying your seed keywords. Typically, these are keywords that represent the product or service you sell. While tools are great, checking them on Google is essential to see what results appear. This will give you a better idea of the intent behind specific queries, which can be very helpful in optimizing your website and content experiences.
Ideally, you want to find keywords with explicit and implicit local terms. Explicit local terms are searches that include a geographic term, such as “locksmith near me.” Implicit local terms don’t explicitly mention location, but the searcher likely wants results in their area. You can use keyword research tools to identify relevant keywords. These tools provide suggestions and information on search volume and ranking difficulty. It also provides additional keyword ideas based on topical relevance.
Create a Keyword Research Tool
Whether running a local PPC campaign or simply optimizing your website content, identifying the right keywords is essential to getting results. Keyword research helps you understand the questions, problems, and solutions your audience is searching for online so that you can target those words to attract more organic traffic and ultimately drive conversions.
There are many different ways to conduct keyword research, including manual methods like completing Google searches or third-party tools that provide insights into the search volume and competition levels. Many of these tools also offer a filtering option that narrows your search by specific cities or regions.
You can also leverage predictive analytics tools that analyze search patterns to identify trends and emerging keywords. Finally, leveraging customer surveys or feedback can provide valuable insights into your customer’s and prospects’ language when searching for products or services like yours. You can then rework your keyword strategy accordingly.
Analyze Your Results
Local SEO keyword research is essential to optimizing your site and boosting your rankings. With it, you can avoid using the wrong search terms, limiting your potential audience, and wasting valuable resources on keywords with little to no potential for ROI.
The first step in the process is to identify a list of keywords. You can use various tools. You can also do some competitive analysis and even spy on your competitors to see what keywords they’re ranking for.
Next, you’ll want to incorporate your local keywords into your content. This can include page titles, meta descriptions, and other content throughout your website. It’s also essential to optimize your Google Business Profile for these keywords so that Google will match it to relevant searches. This will help you get more eyes on your brand and reassure searchers that you’re the best choice for their needs.
