Local SEO Keyword Research (Step-by-Step Guide)

A map of Sydney, Australia from Google Maps.

When you do a geographical search by entering a location in the search bar, you get a ‘pick list,’ which includes places and likely search terms.

Once you have a list of keywords, it’s essential to analyze them and determine which ones are the best fit for your business.

Implicit Vs. Explicit Local Keywords

When doing local keyword research, there are two main ways to target your audience: implicit and explicit.

Implicit targeting is when a user searches for a term like ‘hardware store’ or ‘DIY.’ but doesn’t include specifics like location.

In simple terms, Google basically guesses what you’re looking for and offers your location-based results.

To find out what implicit local keywords might be important to your business, do some research online and talk to your customers. Ask them how they would search for a company like yours if they were looking for one in their area.

On the other hand, explicit local keyword targeting involves search terms that people use when looking for your product or service. For example, ‘Dentist in Santa Barbara’ or ‘Hairdresser in Venice Beach.’

How To Use Your Competition In Your Local Keyword Research

Can you really steal your

Have you heard the line ‘ if you build it, they will come’? In case you don’t know, it’s from the late 80s Kevin Costner movie ‘Field of Dreams.’

It’s an inspiring quote, but when local business owners set up their websites, it doesn’t really hold true. They believe once they’re set up online, prospects start flocking to their doors wanting quotes, making orders, or signing up for their mailing lists. However, that isn’t the case for many people.

That’s not just conjecture on my part. Research shows that 77.23 percent of local business owners surveyed struggled to get online visibility.

According to the same survey, 42.85 percent believe that Google favors larger brands. Now, don’t get me wrong. High-profile businesses do tend to perform better online simply because more people are looking for them. However, that doesn’t mean your local company website can’t compete for local keywords.

All it takes is some careful local keyword research and a detailed local SEO strategy, and that’s exactly what I’m going to talk about today.

Why Is Local SEO Important?

Local SEO is valuable because it helps small companies reach potential customers who are looking for products or services in their area.

For example, if you own a home repair business, you would want to target people in your local area who may need your services. In other words, local keyword research targets potential customers who are already interested in what you have to offer.

When done correctly, local keyword research:

Generates more leads and sales.
Helps you rank higher in local search results, increasing website traffic.
Makes it easier for searchers to find you when they’re searching for local businesses on their mobile devices.
Builds trust and credibility with potential customers through reviews.

Research also supports the importance of local SEO. According to Statista, 35 percent of consumers go online multiple times weekly to find local businesses.

That’s not all, though. The research shows that 21 percent of consumers use the internet daily to find local businesses.

These stats demonstrate that as a local business, you need to be visible online, but perhaps you need some more evidence? Okay, here goes.

There are plenty of case studies showing how small businesses can benefit from local keyword research and SEO optimization. Just search for ‘local SEO case studies’, and you can see what I mean.