How to Find Keywords for Local SEO

For local businesses, effective SEO hinges on being visible to customers in your specific geographic area. Optimizing for local keywords allows your business to rank in location-specific searches, enhancing your visibility and driving more foot traffic or leads. From my experience, using local SEO strategies can significantly boost your online presence, especially for smaller businesses competing with larger brands.

Why Local Keywords Matter in SEO

Local keywords are essential because:

They target nearby customers who are more likely to purchase from or visit a business close to them.
They enhance your visibility in Google Maps, allowing potential customers to find you more easily.
They boost relevancy for location-based searches by making your content more accessible to local users.

If you’re looking to rank higher on Google Maps or appear in local search results, finding and targeting the right local keywords is key.

Step-by-Step Guide to Finding Local SEO Keywords

1. Start with Google’s Keyword Planner

Google Keyword Planner is an invaluable tool for local keyword research. Here’s how to get started:

Set Location Filters: In the Keyword Planner, set your target location to reflect your business’s service area. This helps you see keyword ideas specific to your region.
Use Specific Phrases: Include phrases like “near me,” “in [city],” or “[city] [service]” to capture local intent. For instance, instead of just “coffee shop,” use “coffee shop in Seattle.”
Analyze Search Volume and Competition: Choose keywords with a good balance of search volume and competition. Keywords with high competition may be harder to rank for, so consider long-tail keywords as an alternative.

For more tools to assist with local keyword research, read [Using Free Tools for Keyword Research: A Comprehensive Guide](/
using-free-tools-for-keyword-research-a-comprehensive-guide).

2. Analyze Competitor Keywords

Competitor keyword analysis allows you to see which keywords similar businesses in your area are targeting. Tools like Ahrefs and SEMrush allow you to:

Identify Competitor Keywords: Enter a competitor’s URL to view keywords they rank for in local searches.
Evaluate Keyword Gaps: Look for keywords competitors rank for that you aren’t currently targeting. This helps you find potential keywords you may have missed.
Analyze SERP Positioning: Determine which keywords your competitors are ranking for in Google’s Local Pack. Targeting similar terms can increase your chances of appearing there too.

You can learn more about this strategy in [Analyzing Competitor Keywords: How to Get an Edge](/
analyzing-competitor-keywords-how-to-get-an-edge).

3. Leverage Google’s “People Also Ask” and “Related Searches”

These Google features provide valuable insights into local search queries:

People Also Ask (PAA): Type a relevant search term into Google, and look at the PAA questions. For example, typing “Italian restaurant in Chicago” may show questions like “What is the best Italian restaurant in Chicago?”
Related Searches: At the bottom of Google’s search results page, you’ll see related searches. These provide additional ideas for keywords and common phrases used by local searchers.

Both features are beneficial for discovering local long-tail keywords with intent-driven queries, allowing you to better address what your audience is looking for.

Platforms like Yelp, TripAdvisor, and Google My Business are commonly used by local consumers to find businesses. By analyzing keywords on these sites, you can identify phrases and terms potential customers use to describe businesses similar to yours.

Customer Reviews: Read customer reviews and look for recurring terms, especially those describing your service, products, or location. Common phrases in positive reviews often reflect what customers value most, which can serve as effective keywords.
Competitor Listings: Check competitors’ listings for relevant keywords. This includes the categories and tags they use, which can give you additional ideas for your own keywords.

Optimizing Content with Local Keywords

After identifying local keywords, it’s crucial to use them strategically across your content:

1. Optimize Key Areas with Local Keywords

Use local keywords naturally in essential SEO elements, including:

Title Tags and Meta Descriptions: These elements tell both search engines and users what your page is about. Include location-specific keywords, such as “Best Italian Restaurant in Chicago” in your title tag and meta description.
Header Tags: Break up your content with H2 or H3 headers that contain relevant keywords, like “Why Our Chicago-Based Italian Restaurant Stands Out.”
Alt Text for Images: Alt text is a key area for SEO. Describe images with keywords and location information, such as “Interior of Italian Restaurant in Downtown Chicago.”

For more insights on structuring keywords effectively, see [How to Structure Headings for SEO Impact](/
how-to-structure-headings-for-seo-impact).

2. Create Location-Specific Landing Pages

If your business operates in multiple locations, consider creating a unique landing page for each location. This approach allows you to:

Target Local Keywords for Each Area: Use keywords specific to each location, like “plumbing services in Brooklyn” versus “plumbing services in Queens.”
Provide Localized Content: Share relevant information specific to each area, such as community events or partnerships.
Build Local Backlinks: Reach out to local businesses and websites for backlinks. Local backlinks improve your authority in a specific region, boosting your SEO.

3. Use Content to Highlight Local Knowledge

Demonstrate your expertise and familiarity with your local area in your content. Include local landmarks, events, and community activities in blog posts, FAQs, or service pages. For example, a fitness center could write blog posts about “Top Outdoor Fitness Spots in San Francisco” or “Best Trails for Running Near Our Center.”

This helps local customers connect with your business and provides search engines with signals of your relevance to the area.

Monitoring and Adjusting Your Local SEO Strategy

Local SEO is not a one-time setup; it requires consistent monitoring and adaptation. Here are a few tips to stay on track:

Use Google Analytics and Google Search Console: Track the performance of local keywords over time. See which keywords are driving traffic, and use these insights to refine your strategy.
Check Your Rankings in the Local Pack: The Local Pack is the group of three local results that appear on Google Maps. Track your rankings here and adjust as necessary to stay competitive.
Gather Feedback from Local Customers: Customer reviews provide a goldmine of keyword ideas. Ask customers for feedback, and look for recurring phrases or terms they use to describe your business.

To dive deeper into tracking tools, read [How to Interpret Search Console Reports for SEO](/
how-to-interpret-search-console-reports-for-seo).

Final Thoughts

Finding the right local keywords can elevate your SEO strategy, helping you connect with nearby customers who are ready to engage with your business. By understanding how to identify and optimize for local keywords, you can increase your visibility in local search results, drive more foot traffic, and grow your customer base.