Key Points
Local keywords (e.g., “dentist in Munich”) appeal to customers in a specific region and often lead to quick action: 76% of location-based mobile searches result in a visit within 24 hours. General keywords (e.g., “treat toothache”) have no geographic reference and are suitable for information searches and brand building.
Local terms face less competition and trigger Maps Pack results, while general terms compete more broadly for featured snippets. The most effective strategy combines both types.
Local keywords are ideal for targeting customers in a specific region. Examples: “Italian restaurant Berlin,” “dentist Munich.” They often lead to immediate action, such as a visit to the location or a phone call. General keywords, on the other hand, have no geographic reference and reach a broad audience. Examples: “Pasta recipes,” “treating toothaches.” They are more focused on information searches or brand awareness.
Why is this important?
- Local keywords: Perfect for brick-and-mortar businesses, as 76% of location-based mobile searches lead to a visit within 24 hours.
- General keywords: Good for digital content to increase reach and visibility.
Quick comparison
Tip: Combine both keyword types for maximum efficiency in your SEO strategy.
Key Differences: Local vs. General Keywords
Comparison: Key Features and Usage
User intent plays a central role: Local keywords often indicate an immediate need nearby, while general keywords tend to target a broader search for information or building brand awareness.
Here’s an overview of the differences:
Real-world examples of keywords
The differences in application are clearly evident. An example from Portland, Oregon, shows how a bakery was able to increase its organic search traffic by 156% through the use of local keywords. Additionally, the conversion rate for local searches increased from 2.3% to 7.8%, according to an analysis by Moz Local. These results illustrate why local keywords are particularly important for businesses with physical locations.
Here are a few examples from various industries:
Healthcare:
- Local: “Orthopedist Berlin Mitte”
- General: “Prevent back pain”
Retail:
- Local: “Women’s Fashion Boutique in Downtown Frankfurt”
- General: “Summer Fashion Trends 2025”
Services:
- Local: “Plumber in Hamburg 24-Hour Emergency Service”
- General: “How to Repair a Faucet”
The advantage of local keywords is particularly evident in voice searches. Phrases like “with opening hours” or “near me” are typical for search queries made via voice assistants. This requires specific strategies to effectively leverage these patterns.
The Best Times for Local Keywords
Local keywords really shine in certain scenarios. Here’s a look at when and why they’re so effective:
Local keywords for brick-and-mortar businesses
Local keywords are indispensable for brick-and-mortar businesses. 76% of mobile search queries lead to an in-person visit within 24 hours. This makes them particularly valuable in industries such as:
Restaurants
- Optimizing for terms like “Restaurant [City]” drives more visitors.
- Direct search queries often lead to restaurant visits.
Retail
- Terms like “store near me” help bring customers into the store.
- Increase foot traffic through precise local search queries.
Services
- Combining keywords with specific service terms (e.g., “locksmith [city]”).
- Leads to more phone calls and appointments.
Local Searches and Sales Results
Local searches are compelling not only because of their precision but also because of their impact. Conversion rates are significantly higher: While only about 7% of users make a purchase within a day for general search queries, this figure rises to 28%for local searches.
Local keywords are particularly effective in the following cases:
- For seasonal events with a regional focus.
- For voice searches that target local places or services.
- For brick-and-mortar businesses that rely on walk-in customers.
The numbers speak for themselves: businesses that rely on local customers benefit enormously from a targeted local keyword strategy.
Frequently Asked Questions
What is the purpose of local keywords?
Local keywords help businesses increase their online visibility in specific regions. Compared to general keywords, they offer clear advantages:
To use local keywords effectively, keep the following in mind:
- Create location-specific landing pages tailored to your target region.
- Use local search patterns, such as phrases like “near me” or specific place names.
The choice of strategy depends on your business model and the behavior of your target audience. You can find more details in the concluding recommendations in the summary.
When should I use local keywords instead of general ones?
Local keywords are beneficial for businesses with a physical location or a regional catchment area—76% of location-based mobile searches result in a visit within 24 hours. General keywords are suitable when the goal is national reach, informational content, or brand building.
Can I combine both types of keywords?
Yes, this combination is usually the most effective: Local keywords attract customers in the region who are ready to buy, while general keywords help build reach and establish authority on the topic. It’s important to assign both types of keywords to the appropriate pages.
How do I find the right local keywords?
Through tools such as Google Business Profile and Moz Local, by evaluating actual location-based search queries (“near me,” “open now”), and by analyzing competitors’ Maps Pack results in the target region.