A Comprehensive Guide to Local Keyword Research for SEO

Have you ever wondered why your business isn’t getting the local online attention it deserves? Local keyword research might be the missing piece of the puzzle. In this blog post, we’ll dive deep into the world of local keyword research for SEO, helping you unlock the full potential of your local market and drive targeted traffic to your business.

Key Takeaways

  • Local keyword research is essential for optimising local SEO visibility and driving targeted traffic to a website.

  • Tools such as Google Keyword Planner, Keyword Surfer, Localo and Surfer SEO can be used to inform effective local keyword research strategies.

  • Analysing performance data helps businesses stay agile in their approach to localised search engine optimisation efforts.

The Significance of Local Keyword Research

local searches for local business

If your business aims to target specific locations, local keyword research can be a game-changer. It enhances visibility and draws in potential customers. Identifying relevant keywords with research tools empowers you to fine-tune your local SEO efforts, making your business a standout in local searches.

A grasp of the subtle differences between local and traditional SEO shapes the crafting of a successful local SEO strategy. While both focus on improving search engine visibility, local SEO zeroes in on attracting customers within a specific geographical area, whereas traditional SEO targets a broader, often global audience.

Benefits of Local Keywords

Increasing business visibility locally and driving targeted traffic to your website hinges on the utilisation of local keywords. By incorporating explicit local keywords and implicit local keywords in your content, you can tap into the local search intent of potential customers and improve your rankings in local search results.

A significant boost to your online presence can be achieved through the utilisation of both explicit and implicit targeting methods in your local SEO efforts. Explicit targeting involves utilising search terms that include a location, while implicit targeting entails employing search terms used by people searching for local results without explicitly stating their location. By optimising for both types of keywords, you can ensure your business is highly visible to potential customers in your targeted area.

Local SEO vs. Traditional SEO

Local SEO concentrates on optimising a website for a particular geographic region, whereas traditional SEO targets a more extensive audience. Local keyword research is important for businesses to target their specific audience and improve their online presence in the local market.

Local SEO can assist local businesses in reaching a more specific audience, as well as enhance visibility in local search engine results. Additionally, it can help businesses establish trust and reliability with local customers, making local SEO keyword research important for their success.

Getting Started: Identifying Your Target Market and Location

target keywords dartboard

The first step in local keyword research is to pin down your target market and location. This ensures your efforts are appropriately focused. By defining your target audience and selecting your geographical focus, you ensure your local SEO strategy targets the people most likely to become your customers.

Crafting an effective local SEO strategy hinges on a deep understanding of your target audience’s needs and preferences. Once you have a clear picture of your target market, you can begin to select the most relevant and high-performing location keywords for your specific area. This will help you to optimise your SEO strategy for the local market and maximise your chances of success.

Defining Your Target Audience

Crafting an effective local SEO strategy begins with identifying your target audience, enabling a deeper insight into their needs and preferences. By defining your target audience, you can tailor your marketing strategy and messaging to resonate with those most likely to become your customers.

A target audience is a segmented group of individuals who are the intended recipients of a marketing campaign. Characteristics of the target audience may include behaviour, demographics, and interests. Defining a target audience allows for tailored messaging and strategies, creating a more effective approach to converting these individuals into customers.

Selecting Your Geographical Focus

Targeting a specific geographical area in local keyword research tailors your research to the desired region. This helps you focus your local SEO efforts on the locations where your potential customers reside.

When selecting a geographical focus, it is important to consider the size of the area, the language spoken, and the local culture and customs. By choosing the correct geographical focus, you guarantee that your local keyword research is customised to the particular area you intend to target, optimising your SEO strategy for the local market and maximising your chances of success.

Steps to Conduct Local Keyword Research

ubersuggest keyword research for local businesses

Local keyword research is a process that requires brainstorming ideas, evaluating keyword metrics, and refining your keyword list to ensure you choose the most effective ones. By following these steps, you can create a solid foundation for your local SEO strategy and ensure your business ranks prominently in local search results, making local keyword research important.

In the initial stages of local keyword research, it’s crucial to contemplate the services and products you provide and what you would like to promote. Then, generate a list of keywords related to your business and use keyword research tools to analyse their search volume, competition, and relevance. This will help you identify the best local keywords to target in your local SEO efforts.

Brainstorming Local Keyword Ideas

Brainstorming local keyword ideas involves considering your business offerings, location, and the likely search queries of your target audience. Think about the explicit and implicit local keywords they might enter in search engines when looking for products or services like yours.

Keyword research tools like Ubersuggest, Google’s autocomplete, and AlsoAsked can help you generate a list of potential local keywords. Additionally, you can analyse the search engine results pages (SERPs) and identify which keywords your competitors are using, uncovering new opportunities for local SEO optimisation.

Evaluating Keyword Metrics

A critical step in local keyword research is the evaluation of keyword metrics. By analysing search volume, competition, and relevance, you can determine the most suitable local keywords for your business. High search volume and low competition keywords with local intent are ideal for improving your visibility in local search results.

Keyword research tools offer valuable insights into the performance of local keywords, allowing you to make data-driven decisions. By comparing the metrics of various keywords, you can identify the ones that will drive the most targeted traffic to your website and help you outrank your competitors.

Refining Your Local Keyword List

Once keyword metrics have been evaluated, the next step is to refine your local keyword list. This involves:

  1. Selecting the most pertinent and high-performing keywords for your distinct business and area.
  2. Focusing on the right local keywords to maximise your online visibility.
  3. Attracting potential customers in your target market.

In order to create a comprehensive list of local keywords, it’s crucial to refine the list based on the metrics you evaluated. This means focusing on keywords with high search volume, low competition, and strong relevance to your business offerings and location. By carefully curating your keyword list, you ensure your local SEO efforts are targeted and effective.

Tools for Local Keyword Research Success

surferseo keyword research tool

The process of local keyword research can be streamlined and results improved through the use of various tools. Both free and paid options are available, offering different features and capabilities to suit your specific needs. By leveraging these tools, you can uncover valuable insights into local keyword performance and identify new opportunities for your business.

Whether you’re just starting with local keyword research or looking to enhance your existing strategy, there are tools available to help you succeed. Some options include:

  • Google Keyword Planner: a free tool that offers basic keyword analysis capabilities

  • Keyword Surfer: a free browser extension that provides keyword data directly in search results

  • Localo: a paid tool that offers advanced features for local keyword research, competitor tracking, and content optimisation

  • Surfer SEO: a paid tool that provides in-depth keyword analysis, competitor analysis, and content optimisation features

These tools can greatly assist you in your local keyword research efforts.

Free Tools

Free tools, such as Google Keyword Planner and Keyword Surfer, can help you analyse local keyword metrics and identify potential opportunities. Google Keyword Planner is a versatile tool that provides valuable data on search volume, competition, and keyword variations.

Keyword Surfer is a free plugin for Google Chrome developed by SurferSEO that offers insights into keyword metrics directly within Google search results. By using these free tools, you can gather essential data to inform your local keyword research and make more informed decisions about which keywords to target.

Paid tools, like Localo and Surfer SEO, offer advanced features for keyword analysis, competitor tracking, and content optimisation. Localo is a comprehensive tool that enables businesses to assess and enhance their local search engine rankings, conduct keyword analysis, and create optimisation strategies for their Google business profile.

Surfer SEO is a powerful content optimisation tool that helps you incorporate relevant keywords into your website content in the most effective way. By leveraging paid tools, you can gain a competitive edge in your local market and drive targeted traffic to your business.

Implementing Local Keywords into Your SEO Strategy

keyword users graphic

Maximising your online visibility and attracting potential customers in your target market necessitates the implementation of local keywords into your SEO strategy. By optimising on-page elements and creating location-specific content, you can effectively target local keywords and improve your search engine rankings.

To ensure your local SEO efforts are successful, it’s crucial to monitor and track the performance of your local keywords. By analysing local keyword rankings and making necessary adjustments, you can continually refine your SEO strategy and stay ahead of competitors in your local market.

Optimising On-Page Elements

To improve search engine rankings, it’s paramount to optimise on-page elements like title tags, meta descriptions, and headers with local keywords. By incorporating local keywords into these elements, you signal to search engines that your content is relevant to users searching for products or services in your area.

On-page optimisation also includes creating landing pages specifically targeted to your local audience and ensuring your contact page displays the correct business information. This helps search engines understand your geographical focus and enhances your visibility in local search results.

Creating Location-Specific Content

Targeting local keywords and drawing potential customers from your area becomes more effective with the creation of location-specific content like blog posts and landing pages. By producing content that is relevant to your local audience, you can establish your business as a valuable resource and drive targeted traffic to your website.

Consider writing about local events, news, and reviews, as well as creating informative and engaging content that incorporates your local keywords. By doing so, you can improve your local search engine rankings and establish a strong online presence in your target market.

Tracking and Monitoring Local Keyword Performance

target Keywords On Mobile

Analysing rankings, identifying improvement areas, and adapting your local SEO strategy necessitates tracking and monitoring local keyword performance. By keeping a close eye on how your local keywords perform, you can make data-driven decisions to enhance your online presence and outperform your competitors.

Regularly reviewing your local keyword performance can help you:

  • Uncover new opportunities

  • Refine your keyword strategy

  • Stay agile and adjust your approach as local search trends change

  • Maintain your position in the local market.

Analysing Local Keyword Rankings

Tools like the Local Rank Tracker from Localo can be utilised to analyse local keyword rankings. This tool provides valuable insights into keyword performance, allowing you to monitor your visibility in local search engine results and stay ahead of competitors.

By regularly reviewing your local keyword rankings, you can:

  • Identify areas where your SEO strategy is succeeding

  • Identify areas that need improvement

  • Make informed decisions about which keywords to focus on

  • Optimise your content for maximum visibility in local search results

This information can help you improve your SEO strategy and increase your visibility in local search results.

Adapting Your Local SEO Strategy

Keyword performance data forms the basis for adapting your local SEO strategy, a crucial step in maintaining and improving your search engine rankings. By analysing the metrics of your local keywords, you can identify areas where your strategy is succeeding and areas that need improvement.

Make necessary adjustments to your local SEO strategy, such as refining your keyword list, optimising on-page elements, and creating new location-specific content. By staying agile and adapting your approach, you can drive targeted traffic to your business and maintain a strong presence in your local market.


In conclusion, local keyword research is a powerful tool for businesses looking to target specific locations and attract potential customers. By identifying relevant keywords, optimising on-page elements, creating location-specific content, and continuously monitoring keyword performance, you can unlock the full potential of your local market and drive targeted traffic to your business. Remember, the key to success in local SEO is staying agile and adapting your strategy based on data-driven insights. So, get started with local keyword research today and watch your local business thrive!


Frequently Asked Questions
What is an example of a local keyword?

Local keywords are those which explicitly mention a specific location. An example of a local keyword would be “gluten free pizza brooklyn” or “plumber in nottingham.” These keywords demonstrate that the user is searching with location intent in mind, such as “locksmith near me” or “locksmith London.”

What is regional keyword research?

Local keyword research is the process of finding keywords that people use in their local area to search for businesses, products, and services. It helps businesses identify what words and phrases they should target in order to maximise visibility in their local market.

What are the main differences between local SEO and traditional SEO?

Local SEO focuses on optimising a website for a specific geographic region, whereas traditional SEO targets a broader audience. Local SEO helps businesses to target their specific audience and improve their online presence in the local market, providing targeted and localized reach.

How do I find the best local keywords?

To find the best local keywords, discover local businesses in SERPs that rank for desired keywords and use an SEO keyword gap tool to compare their top 5 or 10 competitors to spot keyword gaps. Furthermore, specify your location, focus on industry-related keywords and include keyword modifiers to craft a comprehensive list of local keywords that will help you to rank higher.

How can local keyword research benefit my business?

Local keyword research can help businesses identify the relevant keywords and phrases used in searches for their products or services, enabling them to target these keywords for maximum visibility and success.

Robert May

Robert is the creative mind behind Wozuma, where his passion for innovation and knowledge-sharing comes to life. With a keen interest in the digital world, he has carved a niche in SEO, dedicating his time to exploring and demystifying the complexities of search engine optimisation. When he’s not exploring the latest SEO trends, Robert enjoys sharing his insights and experiences through his blog posts, hoping to inspire and inform others.



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