Keywords are the foundation of local SEO. A keyword is a specific word or phrase that potential customers use when searching for local products, services, or businesses online.
When you optimise your website and online listings with relevant keywords, you increase your chances of appearing at the top of local search results.
When optimising your website for local search, it’s essential to understand the different types of keywords that can help you target your local audience.
Types of Keywords in Local SEO
1. Primary Keywords: These are the main terms that define your business offerings, such as “plumber,” “dentist,” or “car repairs.”
When combined with location-based terms, they become more relevant for local searches. For example:
- “Plumber in Chicago”.
- “Best dentist in Chelsea”.
2. Geo-Targeted Keywords: These keywords directly reference your location, This could be the name of a city, town, neighbourhood, or even phrases like “near me” or “close by.” Examples include:
- City-based: “Restaurants in London”
- Neighbourhood-based: “Dog walkers in Battersea, London”
- Landmark-based: “Hotels near Buckingham Palace”.
3. Service or Product Keywords
These keywords describe the services or products you offer, often combined with a geographic modifier:
- “Emergency plumbing services in Manchester”
- “Roof repair services in Birmingham”
- “Used cars for sale in Leeds”
- “Organic groceries in Liverpool”
4. Long-Tail Keywords:
These are more specific and often less competitive phrases that can better capture a user’s intent and context:
- “Affordable dog grooming in Nottingham”
- “Vegan-friendly bakery in Sheffield”
- “Custom furniture makers in Newcastle”
- Brand-Based Keywords: If your business has a strong brand, include your brand name in your keywords:
- “[Your Business Name] in [Your City]”
- “[Your Business Name] reviews”
- “[Your Business Name] contact information”
Examples:
- “John Lewis homeware in Newcastle”
- “Boots pharmacy contact information”
- “Tesco reviews”
How to Conduct Keyword Research for Local SEO
Localised keyword research is a process of identifying and analysing keywords and phrases that are relevant to a specific geographic location.
Here are some key aspects of localised keyword research
- Define your Target Location: Determine the specific area you want to target, whether it’s a city, state, or region.
- Identify Popular Search Terms: Create a list of general keywords related to your business, product, or service. Then, consider adding location-specific terms such as the city or region name to these keywords. Examples: “Emergency plumber in Bradford”, “Auto repair shop in Blackpool”, etc.
- Research Local Search Trends: Use tools like Google Trends, Google Keyword Planner, Ahrefs and other keyword research tools to analyse search volume and competition for your localised keyword. This will help you determine which keywords are most relevant and popular in your target location.
- Understand the Competitive Dynamics of your Local Market: Identify your local competitors and examine their websites, social media, and other online content to understand which keywords they are targeting. This can provide valuable insights into the terms that are important for your local audience.
- Optimise Your Content: Once you have identified your localised keywords, incorporate them into your website content, meta tags, URLs, and other online assets. Be sure to create high-quality, relevant content that provides value to your local audience.
- Incorporating Local Languages and Dialects: If the target region has multiple languages or dialects, it’s essential to research keywords in each language to cater to a wider audience.
- Mobile and Voice Search Optimisation: Focus on conversational and question-based keywords, as voice search is becoming more prevalent, especially for local searches. Ensure your website is mobile-friendly, as many local searches happen on mobile devices.
- Monitor Your Progress: Keep an eye on your website’s search engine rankings and organic traffic to measure the effectiveness of your localised keyword tactic. Adjust and refine your keyword list as required.
Keyword Research Tools
There are several free and paid keyword research tools available to help you optimise your website and content.
Free Keyword Research Tools:
Google Keyword Planner: While primarily intended for Google Ads, it can provide data on search volume, competition, and suggested bid prices for keywords.
Ubersuggest: A free tool offering keyword suggestions, content ideas, and competitor analysis.
AnswerThePublic: A tool that generates a visual map of related keywords and questions based on your seed keyword.
Keyworddit: Extract keywords from Reddit threads and discussions.
Google Trends: A tool to explore topics and compare keyword popularity over time.
Paid Keyword Research Tools (often with a free trial or limited free version):
SEMrush: Offers a comprehensive suite of SEO tools, including keyword research, competitor analysis, and backlink checking.
Ahrefs: Known for its backlink analysis, Ahrefs also provides powerful keyword research capabilities, competitive profiling, and content marketing features.
Moz Keyword Explorer: A user-friendly tool with features like keyword difficulty and SERP analysis.
LongTailPro: Specialises in generating long-tail keyword ideas and analysing their ranking potential.
Each tool has its unique features and benefits, so it’s worth trying a few to find the one that best suits your needs and budget. While free tools can be helpful, paid tools often offer more advanced features and data.
Keep in mind that using a combination of tools can often provide a more well-rounded approach to your keyword research strategy.
Importance of Keywords in Local SEO
Relevance: Keywords help search engines understand what your business is about and match it with relevant search queries.
Visibility: When you use the right keywords, you’re more likely to appear in local search results, which leads to better visibility for people searching in your area.
Targeting: Keywords allow you to target specific demographics and interests within your local market, thus driving more in-person visits from nearby customers.
Increased Brand Awareness: As your business appears more frequently in local search results, your brand becomes more recognisable and trusted by potential customers.
Competitive Advantage: Understanding and using the right keywords allows businesses to gain an edge over their competitors in local search rankings.