Michael Epps Utley 
Are you struggling to attract enough local traffic to your website? It could be because you’re not leveraging the right keywords to send Google the proper signals. Using the right keywords helps search engines understand what your business does and what makes it unique. If Google doesn’t understand these things, it won’t serve up your website on its search engine results (SERPs) pages.
This guide explains how to conduct local keyword research so people in your area can find your business online.
Why Is Local SEO Important?
Local search engine optimization (SEO) is critical because it helps small businesses connect with prospective customers who want to purchase products or services in their area.
Research also supports the importance of local SEO. According to SOCi, 80 percent of consumers search online several times weekly to find local businesses.
Why Is Local Keyword Research Important?
Researching keywords helps you identify the words and phrases that send the right signals to Google—this helps Google refer more potential customers to your website. It also helps you develop online content that prospective purchasers will engage with.
When done correctly, localized keyword research can:
Help your site rank higher in local search results, which could increase website traffic
Make it easier for people in your area to find you when they’re searching for local businesses on their mobile and other devices
Generate additional leads, downloads, appointments, and sales
Make assets related to your Google Business Profile (GBP) more prominent, including your position on Google Maps and ratings and reviews
Put simply, conducting local keyword research is an important starting point for any effective SEO strategy.
How to Conduct Local Keyword Research
Finding the right keywords to include on your website isn’t as complicated as you may think. Follow these steps.
1. Identify Industry Keywords
Document the services or products you offer and want to promote, then create a list of related keywords.
If you get stuck, Google your products and services, such as “home contracting” or “gourmet food,” and check the related searches at the bottom of the page for ideas.
Once you have a list of keywords, do online research to determine their popularity. Use Google Keyword Planner, Google Trends, and other similar tools to gather this information. You will want to focus your keyword enhancement efforts on those with a significant number of searches.
2. Develop Keyword Modifiers
Keyword modifiers allow you to focus on specific types of searches that will generate better results from your local SEO efforts.
Let’s say you’re writing a blog post about home contracting for your website. Instead of just targeting a broad or generic term like “home contracting,” you can use modifiers like “best home contractor” or “home contractor specializing in painting” to narrow your focus and reach people who are searching for a specific type of contracting.
3. Add Location Terms
Consider all the ways people might refer to your business location, including the name of your city or town, neighborhood, or nearby landmarks. Include variations like abbreviations or nicknames. For example, a business in New York City might use “NYC,” “Big Apple,” and “Manhattan.”
Adding local keywords to your content and metadata conveys to Google and other search engines that your website and content are relevant to people searching in your area. Google Trends can help you find local modifiers that are gaining in popularity.
4. Consider Search Intent
People search online with a goal in mind. They may be ready to purchase or looking for information before buying something.
Knowing the searcher’s intent, you can better select keywords and develop content to meet their needs. For instance, if someone searches “how to fix a leaky faucet,” they are likely seeking information. If their query is “new faucet,” they probably want to buy something.
Understanding what consumers are thinking can help you select keywords that align with their needs.
5. Turn to Local Competitors
There’s nothing wrong with “stealing” your competitors’ keywords or search engine optimization (SEO) tactics. In fact, it’s a best practice.
Analyzing your competitors’ strategies can be a great way to supplement your local keyword research. It’s like getting an inside view to see what’s working and figuring out how to beat them.
Here’s how to conduct local competitor keyword research:
Search your target keywords in Google—competitors that regularly show up at the top should be your focus.
Review their content—see what type of content they focus on, such as blog posts, news items, and testimonials.
Check out how they use your target keywords—look for patterns and devise ways to create even more engaging content than they are.
Finally, pay close attention to how competitors handle on-page SEO. See if they optimize their title tags, meta descriptions, and header tags. By identifying their strengths and weaknesses, you can fill in the gaps to build a strategy to beat them.
Local Keyword Research: The Final Word
Local keyword research should be a vital part of every small business’s SEO strategy. By understanding the keywords people in your area are searching for related to your business, you can develop content that speaks to them directly and sends the right signals to Google to drive more qualified traffic to your website.
