Introduction
Getting found by the right customers is one of the main goals of local SEO. A business may provide excellent products or services, but potential customers need to be able to find that business when they search online.
This is why local keyword research is an important part of a successful local SEO strategy. Local keywords combine a service, product, or business-related term with a specific location or local search intent.
In this guide, we will explain how to find and choose useful local keywords for your business.
What Are Local Keywords?
Local keywords are search terms that indicate a specific geographic area or local intent.
For example, a general keyword could be:
“roofing company”
A local version could be:
“roofing company in Houston”
Other examples include:
- Dentist in Dallas
- Plumber near me
- Local SEO agency in Austin
- Italian restaurant in Chicago
- Tree service in Houston
These keywords help businesses target customers who are searching for specific products or services in a particular location.
Why Are Local Keywords Important?
1. They Target Local Customers
Local keywords help businesses reach people who are searching for services in their target area.
For example, a plumbing company operating in Houston does not need to target customers across the entire country. It can focus on searches related to plumbing services in Houston and nearby areas.
2. They Improve Content Relevance
Using relevant local keywords naturally throughout website content helps visitors quickly understand what a business offers and where it provides its services.
3. They Help Identify Customer Intent
Different searches can show different levels of customer intent.
For example, someone searching for “what is local SEO” may only be looking for information, while someone searching for “local SEO agency in Houston” may be actively looking for a service provider.
Understanding search intent helps businesses create content that matches what users are looking for.
How to Find Local Keywords
Step 1: Start With Your Main Service
First, make a list of the main products or services your business provides.
For example, a roofing company might start with:
- Roofing contractor
- Roof repair
- Roof replacement
- Emergency roofing services
Step 2: Add Your Target Location
Next, combine your services with your city or service area.
For example:
- Roofing contractor in Houston
- Roof repair in Houston
- Roof replacement Houston
- Emergency roofer Houston
Step 3: Consider “Near Me” Searches
Customers often use phrases such as “near me” when looking for local businesses.
Examples include:
- Dentist near me
- Plumber near me
- Coffee shop near me
A business does not necessarily need to add “near me” repeatedly to its website. Instead, it should create useful, location-relevant content and maintain an accurate local online presence.
Step 4: Check Search Intent
Before selecting a keyword, consider what the person searching it actually wants.
A keyword with commercial or transactional intent can be particularly useful for service businesses because the searcher may be closer to making a purchasing decision.
Where Should You Use Local Keywords?
Once you select relevant keywords, use them naturally in important areas of your website.
These can include:
- Page titles
- H1 and H2 headings
- Website content
- Meta descriptions
- Image alt text
- Service pages
- Location pages
- Blog posts
Avoid keyword stuffing. Repeating the same keyword unnecessarily can make content difficult to read. The main goal should always be to create helpful and natural content for users.
Example of a Local Keyword Strategy
Imagine a digital marketing agency serving Houston.
Its keyword strategy could include:
Primary keyword:
Local SEO agency in Houston
Secondary keywords:
- Local SEO services Houston
- SEO company in Houston
- Google Business Profile optimization
- Local search marketing
The agency could naturally use these keywords across its service page, location page, blog posts, and other relevant content.
Final Thoughts
Choosing the right local keywords can help businesses connect their website content with the searches of potential customers. The best approach is to focus on relevant services, specific locations, search intent, and natural keyword usage.
Local keyword research should not be about adding as many keywords as possible. Instead, businesses should choose keywords that accurately represent their services and match what their target customers are searching for.
With well-researched local keywords and helpful content, a business can build a stronger foundation for its local SEO strategy.
Frequently Asked Questions
What is a local keyword?
A local keyword is a search term that includes a location or indicates local search intent, such as “dentist in Dallas” or “plumber near me.”
How many local keywords should I use on one page?
There is no fixed number. Focus on one primary keyword and a few closely related secondary keywords, using them naturally throughout the page.
Should I use “near me” as a keyword?
You can consider “near me” searches when researching local intent, but you should not repeatedly add the phrase to your content. Focus on useful, location-relevant content instead.
What is search intent?
Search intent refers to the reason behind a user’s search. Understanding intent helps businesses create content that matches what potential customers actually want.