Struggling to rank your business in different cities or regions? You’re not alone. Many brands miss out on massive traffic because they don’t tailor their local SEO strategies for location-specific audiences. This guide will uncover local keyword research tactics that help you connect with nearby customers—no matter how many locations you serve. Curious how to scale SEO for multiple cities without duplicating content? Stick around—we’re diving into the exact steps for finding geo-targeted keywords, optimizing pages for each area, and building location-based relevance. Let’s unlock multi-location SEO success!
What is a Keyword? 🔑
A keyword is a specific word or phrase that people type into search engines like Google when they’re looking for information, products, or services. In SEO (Search Engine Optimization), keywords help search engines understand what your content is about and match it with user queries.
For example, if someone types “best running shoes,” that phrase is a keyword.
There are different types of keywords:
- Short-tail keywords (e.g., “shoes”) – broad and competitive
- Long-tail keywords (e.g., “best running shoes for flat feet”) – more specific and easier to rank
- Local keywords (e.g., “dentist in Dallas”) – tied to a location
Using the right keywords in your content helps improve your chances of showing up in search results and attracting the right audience to your site.
What is Local Keyword Research?
Local keyword research is the process of finding search terms that people use to discover businesses, products, or services within a specific geographic area. It plays a crucial role in helping local and multi-location businesses appear in search results when potential customers are looking for nearby solutions. Here’s what it involves:
🔎 Identifying location-based keywords like “plumber in Chicago” or “best coffee shop NYC” that reflect high local intent.
🗺️ Targeting multiple cities, neighborhoods, or regions to expand visibility and attract hyper-local traffic.
📊 Analyzing search volume, keyword difficulty, and competition for each area to find the best opportunities.
📍 Using tools like Google Keyword Planner, Google Trends, SEMrush, and Ahrefs to uncover accurate keyword data.
🧠 Understanding local search intent so your content matches what users are searching for in their area.
📱 Considering mobile searches and voice queries, which are often locally focused, especially for “near me” terms.
Proper local keyword research helps your business show up where and when customers are searching—boosting visibility, traffic, and real-world conversions.
Keyword in context
Before we are going to study, it is essential to know that now a day how search has changed and the context of keyword research today.
We need to keep in mind that searcher’s behaviour is not fixed, and the queries people use, the length of those queries, and the context in which the searches are made are constantly changing. Because of this, keyword research is never a one-and-done process.
With mobile searches on the rise, it’s no surprise that smartphones now drive nearly half of all web traffic globally. According to Google, around one-third of mobile queries are tied to location—highlighting just how important local intent has become in search.
Google introduced the idea of micro-moments—those quick, intent-driven times when users pick up their phones for answers. These include:
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
In fact, local searches have skyrocketed—Google reports over an 80% increase year over year for terms like “near me” and “support local businesses.” Even more impressive, searches that include “who has” and “in stock” have exploded by over 8,000%!
But it’s not just about Google anymore. People are discovering information across platforms—YouTube, Instagram, and even tools like ChatGPT. This shift means keyword research must adapt, pulling insights from multiple sources—not just traditional search engines.
And with AI-powered search evolving, relying on short, broad keywords like “pest control” won’t cut it. Today’s users are typing longer, more specific, conversational queries—and your strategy should match that trend.
Now that you know the ‘why’ behind local keyword research, let’s dive into the step-by-step process to find the right location-focused keywords for your business.
How Do You Use Keyword Research for Local SEO? 🔍
In this section, we’ll explore how to turn keyword research into real-world SEO wins for local businesses. You’ll learn how to identify high-intent, location-specific keywords, optimize your website content with them, and apply them across your site, Google Business Profile, and local listings.
Let’s break down the exact steps to help your business show up when nearby customers are searching.
- Find Local Intent Keywords
- Use “Near Me” Variations
- Target Neighborhoods and Suburbs
- Optimize Local Pages
- Use Keywords in GMB & Directories
Find Local Intent Keywords
The first step in effective local SEO is identifying keywords that reflect local keyword research. These are phrases that include your service or product combined with a specific location, like “plumber in San Francisco” or “best pizza in Chicago.”
To find these keywords, use tools like Google Keyword Planner, Ahrefs, or Ubersuggest. Look for terms with a good balance of search volume and low competition. It’s also important to consider search intent—whether users are looking for a business to visit, a service to hire, or a product to buy nearby. Identifying these keywords ensures you target local customers effectively.
- Plumber in San Francisco
- Best pizza in Chicago
Use “Near Me” Variations
Using “Near Me” variations in your local keyword research is crucial for capturing search intent, especially as mobile searches continue to rise. Users often rely on their smartphones to find services or products nearby, typing phrases like “coffee shops near me” or “auto repair near me.”
According to Google, searches with “near me” have grown significantly, especially in industries like food, retail, and healthcare. Adding these variations to your keyword strategy ensures you’re targeting local users who are ready to make a purchase or visit. Integrating “near me” phrases increases the chances of appearing in local search results, improving visibility and conversions.
- Examples of “Near Me” variations:
- “Restaurants near me”
- “Hair salons near me”
- “Plumbers near me”
- “Electronics stores near me”
- “Restaurants near me”
Target Neighborhoods and Suburbs
Targeting specific neighborhoods or suburbs in your local keyword research can help you reach a more precise audience. Here’s why it’s important:
- Focus on smaller areas: Target neighborhoods or suburbs (e.g., “plumber in Brooklyn Heights” or “best pizza in Williamsburg”).
- Less competition: Niche areas often have lower competition, making it easier to rank higher in local search results.
- Local preference: Many users prefer businesses in their immediate vicinity, increasing the chance of conversions.
- Tailor content to specific regions: Creating location-based content for each neighborhood can improve visibility and relevance for local searches.
- Increased relevance: Narrowing your target area helps you connect with customers who are ready to make a local purchase or visit.
Optimize Local Pages
Optimizing local pages is a key strategy in local keyword research to ensure your business ranks well in location-specific searches. Create dedicated landing pages for each location you serve, using keywords relevant to that area. For instance, if you have a business in multiple cities, develop separate pages like “Plumber in San Francisco” and “Plumber in Oakland” to target users in those specific areas.
Each page should include local content, such as area-specific services, customer testimonials, and relevant calls-to-action. Additionally, use location-based metadata, title tags, and optimized images to improve search engine visibility. Optimizing local pages enhances your chances of ranking in local search results and increases the likelihood of attracting nearby customers.
- Use location-specific keywords in titles, headings, and content.
- Create separate landing pages for each city, neighborhood, or region.
- Include local content like testimonials, case studies, and area-specific services.
- Optimize metadata (title tags, meta descriptions) with location-based keywords.
- Add local schema markup to help search engines understand your business location.
Use Keywords in GMB and Directories
Incorporating local keyword research into your Google My Business (GMB) profile and online directories is essential for boosting local SEO. When setting up or optimizing your GMB profile, ensure that your business description, services, and posts include location-based keywords. For example, if you’re a florist in Miami, your description could mention “flower delivery in Miami” or “best floral arrangements in Miami” to target local searches.
The same applies to online directories such as Yelp, Yellow Pages, and other local listings—make sure your business name, description, and categories reflect relevant local keywords. By doing this, you enhance your chances of appearing in local searches and gaining higher visibility on Google’s local pack and map results.
- Update your GMB profile with location-specific keywords in the description, services, and posts.
- Use local keywords in business categories on directories.
- Ensure consistency across all listings and GMB profiles to improve trustworthiness.
- Add location-based images and relevant content on your GMB.
- Engage with local reviews using keywords that highlight your services in the area.
Ready to boost your local SEO and attract more nearby customers? Start implementing these strategies today, and watch your business rise in local search rankings! Need help? Contact us now to get expert assistance in optimizing your local SEO!
If you want to know more about this then there are other methods which is long and require some strategy. There it is!
Step 1: Identify Your Core Term
The first step in local keyword research is identifying your core term, which represents the primary service or product your business offers. This core term should be a broad keyword that clearly defines what you do, like “plumber,” “dentist,” or “restaurant.” It’s important to keep it simple, yet specific enough to target the right audience. Once you’ve identified your core term, you can start adding location-specific variations and long-tail keywords to focus on attracting local customers. The core term forms the foundation of your keyword strategy and helps guide the direction for further keyword research.
- Examples:
- Plumber
- Dentist
- Restaurant
- Car repair
- Plumber
Step 2: “Extend” Your Core Terms with Keyword Modifiers ✨
After identifying your core term, the next step is to “extend” it using keyword modifiers to make it more specific and location-oriented. Modifiers are words or phrases that help refine the search intent and make your keywords more targeted to local audiences. These modifiers typically include geographic locations, service-specific terms, or customer-focused phrases. For example, instead of just “plumber,” you could use “emergency plumber in San Francisco” or “best plumber in Brooklyn.”
Here are some common keyword modifiers to consider:
- Location modifiers:
- “in [City Name]”
- “near me”
- “near [Neighborhood/Suburb]”
- “in [City Name]”
- Service-specific modifiers:
- “24/7”
- “affordable”
- “expert”
- “best”
- “24/7”
- Customer-focused modifiers:
- “for families”
- “for businesses”
- “for homeowners”
- “for families”
Using these modifiers allows you to create more specific, high-intent keywords that are more likely to drive local traffic and conversions.
Also read this 2 Powerful Keyword Tricks to Boost SEO Rankings Fast
Step 3: Add Your Locations 📍
The next step in local keyword research is adding locations to your keywords. This helps tailor your content and services to specific geographic areas, making it easier for potential customers in those regions to find you. By adding locations to your core terms and keyword modifiers, you can target local audiences more effectively.
Here’s how you can add locations:
- City Names: Include the name of the city you’re targeting, like “dentist in Los Angeles.”
- Neighborhoods/Suburbs: Focus on more granular areas like “plumber in Brooklyn Heights” or “best pizza in Williamsburg.”
- Regional Terms: Broader areas like “San Francisco Bay Area” or “Greater Los Angeles.”
- Near Me: Capitalize on the growing trend of location-based searches with “restaurants near me” or “auto repair near me.”
Including locations ensures that your business ranks higher in local searches, helping you attract more customers in the areas you serve.
Good Explanaton describe there Keyword Classification: The Ultimate SEO Strategy Guide
Step 4: Organize Your Relevant Keywords by Search Intent
Understanding search intent is essential to refining your keyword strategy. Search intent refers to the user’s primary goal behind a search query—whether they are looking to make a purchase, learn something, or find a specific website. There are three key types of search intent:
- Commercial/Transactional Intent:
This is when users are ready to take action, such as purchasing a product, booking a service, or contacting a business. Keywords with high intent indicate users are closer to making a decision. For example, “buy shoes online” or “emergency plumber in [city]” reflect transactional searches. - Informational Intent:
Users with informational intent are looking for answers or learning about a topic. These searches may be broader and less focused on an immediate purchase. Examples include “how to fix a leaky faucet” or “best coffee brewing techniques.” - Navigational Intent:
These searches involve users looking for a specific website or brand. These are often brand-related queries like “Nike official site” or “Get Yours Links homepage.”
Also read this: 7 Proven Ways to Find Low-Hanging Fruit Keywords Fast!
By categorizing your keywords according to intent, you can effectively tailor your content to meet user needs. An informational keyword might guide blog content, while a commercial one should align with product pages or service offerings.
With steps one to four completed, you now have a well-structured, localized keyword list that will enhance your SEO strategy. Remember, your keyword list should be revisited periodically to capture new trends and opportunities in your local SEO campaign.
Frequently Asked Question
1. What are local keywords in SEO?
Local keywords are search terms that include specific geographic locations, helping businesses target customers in those areas. They are essential for businesses to appear in local search results when users are searching for services or products nearby.
2. Why are “near me” keywords important?
“Near me” keywords are crucial for capturing mobile search intent, as users often search for products or services nearby. These keywords help businesses appear in local search results when people are ready to make a purchase or visit.
3. How can I optimize my website for multiple locations?
You can optimize your website by creating location-specific landing pages for each city, neighborhood, or region you serve. Use local keywords, customer testimonials, and targeted content to improve visibility for each area.
4. What tools can I use for local keyword research?
You can use tools like Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest to identify local keywords. These tools provide data on search volume, competition, and trends to help you find the best keywords for your business.
5. How do I target specific neighborhoods or suburbs?
Targeting neighborhoods or suburbs involves including local keywords specific to those areas. Creating content for these regions and using neighborhood-focused keywords can improve your ranking in more localized search results.
Conclusion
In conclusion, local keyword research is crucial for businesses looking to increase their visibility and attract nearby customers. By identifying location-specific terms, using “near me” variations, and optimizing content for multiple areas, you can significantly improve your chances of ranking higher in local search results.
Creating targeted landing pages and optimizing your Google My Business profile ensures that your business reaches the right audience at the right time. Remember, local SEO is an ongoing process, so keep refining your strategy to stay ahead of the competition and drive more traffic to your website.
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