Unlocking Local Success with Keyword Research
In the world of Local SEO, keywords are the secret sauce that connects your business to customers searching for what you offer. But not just any keywords—local keywords tailored to your area and audience. A solid Keyword Research process helps you understand what terms people use, where you rank, and how to outsmart competitors. Let’s break down how it works and why it’s a cornerstone of local search dominance.
Analyzing Rankings for Local Terms
The first step in keyword research is figuring out where you stand. Local terms like “coffee shop in Denver” or “emergency plumber near Sacramento” are what nearby customers type into Google. Are you showing up for these? Tools like SEMrush, Ahrefs, or even Google’s free Keyword Planner can reveal your current rankings for these phrases.
Start by listing obvious local keywords tied to your business and location. A dentist in Austin might track “Austin dental clinic,” “teeth whitening Austin,” or “emergency dentist near me.” Check your position—are you on page one, or buried on page three? This baseline shows what’s working and where you need to climb. Bonus tip: Google Search Console can show you which local queries already drive traffic to your site, even if you’re not targeting them yet.
Finding Untapped Local Keyword Opportunities
Once you know your current rankings, it’s time to dig for gold—keywords you’re not targeting but should be. These are often longer, specific phrases (called long-tail keywords) with less competition. For example, a bakery might rank poorly for “bakery in Chicago” but could dominate “gluten-free cupcakes Lincoln Park” or “custom birthday cakes near Wicker Park.”
Brainstorm variations based on your services, neighborhoods, or customer pain points. Then, use tools to check search volume and difficulty. Low competition and decent search volume (even 50-100 searches a month) can signal a winnable opportunity. Look at Google’s “People Also Ask” or autocomplete suggestions for inspiration—“best pizza delivery downtown Seattle” might be a gem waiting to be claimed.
Comparing Rankings to Competitors
You’re not in this alone—competitors are vying for the same local searches. A good Keyword Research process includes spying on them. Plug their websites into a tool like SpyFu or Ahrefs to see which local terms they rank for. Are they winning on “roof repair Portland” while you’re nowhere in sight? Do they target niche terms like “eco-friendly roofing in Portland” that you’ve overlooked?
This comparison highlights gaps in your strategy. If a rival ranks for “24-hour locksmith Miami” and you offer the same service but don’t target that phrase, you’ve got work to do. It’s not about copying—it’s about finding where you can zig while they zag, carving out your own slice of the local market.
Why Keyword Research Powers Local SEO
Keywords are the bridge between what customers search and what you offer. Without research, you’re guessing in the dark, wasting effort on terms that don’t convert or missing ones that could. For local businesses, where every click could mean a new customer walking through the door, getting this right is non-negotiable. It informs your content, on-page SEO, and even your Google Business Profile optimization.