In a nutshell:
- Finding local keywords isn’t just about combining “location + service” and hoping for the best.
- The best local keywords come from customer conversations, Google Business inquiries, and tool research—not from gut feelings.
- We’ll show you five proven steps that help small and medium-sized businesses identify local traffic opportunities their competitors are overlooking.
Local keywords help you better reach customers in your region online. You combine your services with location details to improve your visibility. Here’s an overview of the 5 steps:
- Identify business terms: Create a list of your products and services (e.g., “dentist,” “preventive care”).
- Add location: Combine terms with cities, neighborhoods, or regions (e.g., “dentist Munich Schwabing”).
- Use research tools: Analyze keywords with tools like Google Keyword Planner or Ahrefs.
- Check the competition: Analyze the keywords of successful competitors.
- Select the best keywords: Focus on relevant, low-competition terms with a local connection.
Tip: Include these keywords in your Google Business Profile and on your website to optimize local search results.
Quick Overview: Keyword Examples
| Main term | Location | Example keyword |
|---|---|---|
| Dentist | Munich Schwabing | Dentist Munich Schwabing |
| Italian restaurant | Frankfurt Old Town | Italian Restaurant Frankfurt Old Town |
Follow these steps to boost your local SEO and reach customers in your area.
Local SEO – Primary & Secondary Keyword Research Tips
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More Information
Step 1: Create a list of your most important business terms
To develop local keywords, you should first create a clear list of your business terms. These terms form the basis for your keyword research.
List your offerings
List your products and services as your customers would see them. The following table shows how you can systematically record main terms and possible variations:
| Main term | Variations |
|---|---|
| Dentist | Dentistry, practice |
| Preventive care | Teeth cleaning, preventive care |
| Dental prosthetics | Crowns, bridges |
Add similar terms
Expand your list with related terms and variations. Use SEO tools to find additional relevant terms.
Tips for expanding your list:
- Think of synonyms, alternative spellings, and colloquial terms.
- Consider terms that are common in your industry.
- Highlight the unique features of your services.
Practical tip: Customer feedback and frequently asked questions are often a valuable source for terms that your target audience actually uses. They help you better match your customers’ language.
Focus on terms your target audience knows and uses, and avoid overly technical or rarely used jargon.
In the next step, expand your list with geographic terms to optimize your keywords locally.
Step 2: Add location terms
After you’ve defined your main terms, expand them to include geographic terms to optimize your keywords specifically for local searches.
Include geographic terms
Create a list of relevant geographic terms, such as cities (e.g., Munich), neighborhoods (e.g., Schwabing), or regions (e.g., Upper Bavaria). Focus on locations where you actually operate to make your SEO efforts more efficient.
| Geographic level | Examples | Application |
|---|---|---|
| City/Municipality | Munich, Augsburg | “Dentist Munich” |
| Neighborhood | Schwabing, Maxvorstadt | “Dentist Schwabing” |
| Region | Upper Bavaria, Swabia | “Dentist Upper Bavaria” |
| Surrounding Area | Munich area | "Dentist in the Munich area" |
Additional terms for proximity
Terms like “nearby” or “local” are particularly popular in mobile search queries. Combine them effectively with your main and location keywords.
Tip: Formulate keywords naturally, e.g., “Dental Office Munich Schwabing,” instead of unnatural strings of words.
Analyze which local terms your target audience actually uses to select targeted keywords. According to SEO experts, local search terms often face less competition, which increases your chances of a good ranking.
Important note: Be sure to include your local keywords in your Google Business Profile as well. This strengthens the signals for local search queries and improves your visibility in local search results.
Once you’ve defined your local keywords, you can use research tools to check how effective they are.
Step 3: Test keywords with research tools
Now that you have a list of local keywords, it’s time to analyze them using research tools. The goal is to find the keywords that are best suited for your local SEO strategy.
Use Google Keyword Planner
Google Keyword Planner is a simple tool for evaluating keywords. Enter your keywords, adjust the geographic area, and analyze the suggestions based on search volume.
Note: The Keyword Planner displays average values from the past 12 months. For seasonal or new keywords, the data may therefore be less accurate.
Advanced analysis with SEO tools
Tools like SEMrush or Ahrefs provide detailed insights into search volume, competition, and local trends. These tools allow you to:
- Determine the exact search volume in your region
- Assess the difficulty of a keyword
- Analyze local competitors
- Find additional keyword opportunities
Tip: Focus on keywords with a local connection and prioritize long-tail keywords, which have less competition.
To achieve the best results, compare data from different tools. Pay attention not only to search volume but also to how well the keywords align with your business. Once you’ve selected the most relevant keywords, you can analyze your local competitors to uncover further optimization opportunities.
Step 4: Analyze Your Competition
Analyzing your competition can help you identify local keyword strategies that are already working well and tailor them to your own business.
Identify local competitors
To find relevant competitors, take a look at Google Maps, business directories, and the search results for your local keywords. Pay special attention to businesses that rank high in organic search results—this is where you can gain valuable insights.
Examine your competitors’ keywords
When analyzing your competitors’ keywords, you should focus clearly on specific areas:
| Analysis Area | What to consider |
|---|---|
| On-page optimization | Location and main keywords in meta titles and URLs |
| Content | Frequency and use of local keywords in the text |
| Landing Pages | Specific optimization for city districts |
Keywords targeting city districts or neighborhoods are becoming increasingly important and should not be overlooked.
Use tools like SEMrush to examine your competitors’ keywords and local landing pages more closely. Updating your analysis regularly, every 3 to 6 months, helps you respond to new local search trends and stay competitive.
With these insights, you can select the best keywords for your business and further refine your local SEO strategy.
Step 5: Select the Best Keywords
After analyzing your competition, it’s time to filter out the most effective keywords from your research. This decision significantly impacts the success of your local SEO strategy.
Understand search intent
Consider the search intent behind the keywords—informational, transactional, or navigational. This information helps you create the right content, whether it’s a guide, a landing page, or a store locator. Tools like Google Keyword Planner can help you better understand the intent behind search terms.
Set realistic goals
When selecting keywords, pay attention to search volume, competition level, and relevance to your business. Prioritize keywords that have sufficient search volume, aren’t too competitive, and directly align with your offerings.
As mentioned in Step 3, long-tail keywords with a local focus are often more effective. Instead of general terms like “Italian restaurant,” you should use specific keywords, such as “Italian restaurant in Schwabing with a terrace.”
“Mobile optimization is particularly important for local search queries. A mobile-first strategy for keyword selection can provide decisive competitive advantages.”
Review your keywords every three months and adapt them to changing search habits. A well-thought-out selection and regular adjustment of your keywords are crucial for the success of your local SEO strategy.
Conclusion
Key steps at a glance
Local keyword research consists of five clear steps that are crucial to your success in online marketing. It all starts with identifying your main business terms and strategically adding location-based terms. Using research tools and a detailed competitive analysis, you can find the keywords that are most effective for your local business.
First Steps
Now that you know the basics of local keyword research, it’s time to put them into practice. Here are some practical approaches:
- Use keywords strategically: Place the keywords you’ve researched in your Google Business Profile and on your website.
- Create local landing pages: Use relevant keywords to design specific pages for different locations.
- Track performance: Regularly monitor how well your keywords are performing and adjust your strategy as needed.
“Precise keyword research and professional implementation ensure your local SEO success. Hyper-local targeting boosts your local visibility.”
If you need assistance, experts are here to help. Waterproof Web Wizard offers customized solutions to improve your local SEO strategy and boost your online visibility.
Remember: Continuously reviewing and adjusting your keyword strategy is crucial to maintaining long-term success.
FAQs
How do we conduct keyword research for local businesses?
Local keyword research is all about finding relevant location-based terms. To do this, you should:
- Identify your main terms and combine them with location-specific details. Examples: city neighborhoods, ZIP codes, or regional names.
- Include neighboring towns and other local terms that your target audience might use.
- Use tools like Google Keyword Planner to analyze search volume and competition.
How do we track local keywords?
Mobile devices, positioning in local rankings, and the connection to your Google Business Profile play a central role in local keyword tracking. 87% of smartphone users use search engines daily, which underscores the importance of mobile tracking.
“Optimize for voice search, as 40% of adults use it daily”
Tools like Semrush provide detailed data on your local visibility. With this information, you can tailor your strategy and continuously improve your local SEO.