Local keywords are the phrases most likely to be entered into Google by users seeking specific products or services within a particular area. It’s crucial to incorporate these keywords into your digital and content marketing strategy to enhance the visibility of your local business.
According to Forbes, 46% of all Google searches have a local intent and 18% of local searches result in a purchase within 24 hours. Essentially, local keyword research allows you to reach potential customers who are already interested in your offerings.
So, how do you identify local keywords for your business and leverage them effectively? Before we get to this, let’s first discuss why local SEO is essential and how it can benefit your business.
Benefits of Local SEO
Higher Rankings, Increased Traffic
By incorporating location-specific keywords into your content, you can climb the ranks in local search results. This helps enhance your visibility and drives more traffic to your website, putting you ahead of the competition.
More Leads, More Sales
Local keyword research is a powerful tool for attracting potential customers who are actively seeking products or services in your area. By optimizing your content with relevant keywords, you can capture the attention of local prospects and convert them into valuable leads, ultimately leading to increased sales.
Mobile-Friendly Accessibility
In an era dominated by mobile devices, catering to mobile users is essential. Forbes reports that mobile devices and tablets contribute to 57% of local searches. By aligning your keyword strategy with local search intent, you ensure that your business remains easily discoverable to on-the-go consumers, thus maximizing your reach and engagement.
Trust and Credibility
Building trust and credibility with your target audience is essential for fostering long-term relationships. Local keyword research facilitates this by enabling you to showcase customer reviews and testimonials prominently. Positive reviews instill confidence in potential customers and establish your business as a reputable and reliable choice within the local community.
How to Conduct Local SEO Keyword Research
Understand Your Business and Target Audience
Before diving into keyword research, take the time to understand your business thoroughly. What products or services do you offer? Who are your target customers? Understanding these fundamentals will guide your keyword selection process and help you tailor your content to resonate with your audience.
Incorporate Local Jargon into Your Research Strategy
Incorporating local jargon into your keyword strategy can significantly improve your visibility among local audiences. Pay attention to colloquial terms and phrases commonly used in your target area, as they can provide valuable insight into how people search for products or services like yours.
Utilize Reputable Keyword Research Tools
Make use of trusted keyword research tools such as SEMrush, Ahrefs, and Google Keyword Planner. They can help you find more keywords and provide important information like search volume, competition, and related terms. These tools are essential for discovering the best keywords to focus on in your local SEO efforts.
Hire Local SEO Specialists
Consider hiring local SEO specialists for your business needs. An experienced SEO agency can help you develop and execute a tailored keyword strategy that drives results and positions your business for success in the local market.
Generate a List of Seed Keywords
Start by brainstorming a list of seed keywords related to your business and location. These are broad terms that encapsulate what your business is about. For example, if you specialize in digital marketing in California, your seed keywords might include “California digital marketing agency” or “digital marketing company California.”
Customize Your Keywords to Make Them Location-Specific
Tailor your keywords to specific locations within your target area. For instance, instead of just targeting “digital marketing agency,” consider variations like “Los Angeles digital marketing agency” or “digital marketing company San Francisco.” This localization can help you attract clients who are searching for services in their immediate vicinity.
Identify Trending Keywords
Stay ahead of the curve by incorporating trending keywords into your strategy. Whether it’s “data-driven personalization” or “influencer marketing analytics,” aligning your keywords with the latest trends can capitalize on timely opportunities.
Don’t Forget Long-Tail Keywords
These are longer, more specific phrases with less competition. Although they might have lower search volumes individually, they can still collectively bring in a lot of traffic to your website and attract quality leads.
Research Competitor Keywords
Keep an eye on your competitors and analyze the keywords they’re targeting in their local SEO efforts. Tools like SEMrush can help you identify competitor keywords and uncover gaps in your own strategy, allowing you to refine your approach accordingly.
Include “Near Me” Keywords
Optimize your presence on Google Maps by ensuring your business information is accurate and up-to-date. Additionally, target keywords related to “near me” queries, as more and more consumers rely on local search when making purchasing decisions on the go. According to Forbes, searches for “Open now near me” have surged by 400%.
Monitor Google My Business Insights
Take advantage of the insights provided by Google My Business to gain valuable data about how customers find and interact with your business online. Use this information to refine your keyword strategy and optimize your Google My Business profile for maximum visibility.
Consider What Users Are Searching For
When selecting keywords, consider the underlying intent behind the search queries. Are users looking for information, products, or services? By aligning your keywords with user intent, you can deliver content that meets their needs and drives meaningful engagement.
Prioritize Client Feedback and Input
Pay attention to customer reviews and feedback, as they can provide valuable clues about the language and keywords your target audience uses. Incorporate the language used by satisfied customers into your keyword strategy to resonate with potential customers.
Monitor Performance Regularly
Continuously track the performance of your keywords and adjust as needed. Track key metrics such as search rankings, website traffic, and conversion rates to identify areas for improvement and refine your local SEO strategy over time.
In conclusion, mastering local SEO keyword research is vital for businesses to enhance visibility, improve leads, and drive sales. By understanding local search intent, leveraging tools, and hiring local SEO services, businesses can achieve sustained success.
Author Bio:
Batool Habib is the Content Marketing and Leads Acquisition Manager at 2020 Vision Digital, a California-based digital marketing agency. She specializes in creating engaging content and leveraging market insights to drive business success.
