The "best-kept secret" sounds like a cool moniker, but it's really not if you think about it. If your store is the "best-kept secret" in town, that means, while it's a well-established shop to a select few, it's not attracting customers and printing money as it should!
So, if you're not making money with your local business, you're one of the thousands "best kept secrets" in their respective towns and cities!
The culprit to your store's wasted potential? Often, it's a lack of proper local keyword research. But don't worry, we're about to change that.
This guide unpacks the secrets of how to conduct local keyword research. We'll show you how to find the terms your potential customers are actually using, how to outmanoeuvre your local competitors, and how to make sure your business pops up when it matters most.
Ready to put your business on the map? Let's dive in.
Understanding Local Keywords
When it comes to local SEO, not all keywords are created equal. To truly master local keyword research, you need to understand the two main types of local keywords: explicit and implicit.
Explicit local keywords are the straightforward ones. These phrases include your location in the search term, such as "dentist in Birmingham" or "best curry in Manchester". They're the bread and butter of local SEO, directly telling search engines where you are and what you do.
But here's where it gets interesting: implicit local keywords don't mention a location, yet they still trigger local search results! Think about when you search for "coffee shop" or "petrol station". Google knows you're probably looking for something nearby, not across the country. These implicit local keywords are powerful because they capture searchers who assume they'll get local results without specifying a location.
This matters because targeting both types of keywords gives you the best of both worlds!
Explicit keywords help you capture intentional, location-aware searches. Implicit keywords, on the other hand, cast a wider net, catching casual "I need this now" searches that often lead to immediate action.
Consider a florist in Leeds. They might target explicit keywords like "wedding florist Leeds" or "flower delivery West Yorkshire". But they shouldn't ignore implicit terms like "same-day flower delivery" or "wedding bouquet consultation". Both types work together to create a comprehensive local SEO strategy that covers all bases.
Steps for Conducting Local Keyword Research
Now that we've got a handle on the different types, let's roll up our sleeves and get into the nitty-gritty on how to find local keywords. This is where the rubber meets the road in your local SEO journey.
Brainstorming
Start by putting yourself in your customers' shoes. What words would they use to find your products or services? If you're a pizza shop in Bristol, they might search for "best pizza in Bristol" or "late-night pizza delivery".
But don't stop there. Think about the problems you solve. Maybe "gluten-free pizza Bristol" or "family-friendly restaurants near me". This initial brainstorm sets the foundation for your research.
Using Keyword Research Tools
Google Keyword Planner is a great starting point, and it's free. But don't be afraid to explore paid tools like SEMrush or Ahrefs. These can offer deeper insights into search volumes and competition levels for local searches.
For instance, you might discover that "ice cream shop Brighton" has lower competition but a decent search volume compared to any of its local variations.
Your competitors can also be a goldmine of keyword ideas. Use tools like SEMrush to peek at what keywords your local competitors are ranking for. You might uncover some gems you hadn't thought of.
But remember, the goal isn't to copy them—it's to find opportunities they might have missed.
Google Search Console is another powerful tool in your arsenal. It shows you what terms people are already using to find your website. Go to Performance > Search results to see queries you're getting clicks and impressions from.
This is real, actionable data straight from Google. You might discover that you're ranking for local terms you hadn't even considered targeting. These could be quick wins for your SEO strategy.
Searching for Long-Tail Keywords
These longer, more specific phrases might have lower search volumes, but they often have higher intent. "24-hour emergency plumber in North London" might not get as many searches as "plumber London", but the people searching for it are likely in urgent need of your services.
For starters, use Google's "People also ask" feature for local keyword ideas. When you search for a local term, Google often displays a box with related questions. These can be goldmines for content ideas and long-tail keywords.
For instance, a search for "truck accident lawyer Leeds" reveals the following questions above.
From here, run the keywords using your tool that checks the query's search volume and keyword difficulty. You can then determine which keywords to prioritise and focus on to maximise your local SEO efforts.
Optimising for Local Search Intent
Understanding local search intent is about grasping not just what users are searching for but why they're searching for it. This insight is crucial for tailoring your local SEO strategy to meet potential customers exactly where they are in their journey.
When we talk about local intent, we're looking at three main types:
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Navigational - When someone's looking for a specific business or location. Think "Tesco near me" or "directions to Birmingham Museum".
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Informational - Covers those "what", "how", and "why" searches. "Best Indian restaurants in Manchester" or "things to do in Edinburgh this weekend" fall into this category.
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Transactional - These are the "buy", "book", or "hire" searches. "Book a table at Italian restaurant Leeds" or "emergency plumber Bristol" are examples.
From here, match your keywords to these intents.
Ensure your Google Business Profile (GBP) is fully optimised with accurate information for navigational searches. For informational queries, create helpful content that answers common questions about your industry or location. Finally, make sure your landing pages are optimised for transactional searches to generate higher conversion rates.
Optimising for Local Listings
Speaking of Google Business Profile, let's dive deeper into its importance.
This free tool is a powerhouse for local SEO. It's often the first thing potential customers see when they search for your business or related services in your area.
Optimising your profile means filling out every section completely and accurately. Add photos, respond to reviews, and keep your opening hours current. It's also a great place to use those local keywords you've researched.
But don't stop at GBP. There are other local business listings like Yelp, TripAdvisor, or industry-specific directories. Each of these is an opportunity to reinforce your local keyword strategy and improve your visibility.
Creating Content Around Local Keywords
Now that we've sorted relevant keywords for your local business and understand the importance of search intent, it's time to put them to work. Creating content that resonates with your local audience is where the rubber meets the road in your local SEO strategy.
Local Content Creation
Local content creation is more than just peppering your website with location-based keywords. It's about crafting stories, information, and resources that serve your community. Think of it as a helpful neighbour, not just a business trying to rank.
Let's say you run a bakery in Cardiff. Instead of creating a page about "best bakery in Cardiff", why not write a guide on "The Ultimate Cardiff Food Lover's Tour", featuring your bakery alongside other local food businesses? This targets local keywords and positions you as a knowledgeable local authority!
Event Coverage
If your town has a yearly festival, create content around it. "Where to grab a quick bite during the Bristol Balloon Fiesta" could be perfect for a local café. This type of content is rich in local keywords and highly shareable, increasing your visibility.
Customer testimonials and success stories are powerful tools in your local content arsenal. They not only provide social proof but also naturally incorporate local keywords. A happy customer talking about how your Manchester-based accountancy firm saved their small business money is pure local SEO gold.
Incorporating Keywords in Local Content
You want to use your keywords, but in a way that feels natural and helpful to your readers.
Start with your title tags and meta descriptions. These are prime real estate for local keywords. A title like "Award-Winning Pizza Restaurant in Glasgow City Centre | Joe's Pizzeria" tells search engines and potential customers exactly what you offer and where you are.
In your content, use headers (H1, H2, H3) to structure your information and incorporate local keywords where it makes sense. But remember, readability comes first. If your content sounds forced or stuffed with keywords, it'll turn off both readers and search engines.
URLs are often overlooked, but they're another opportunity to use local keywords. A URL like "www.joesbakery.com/wedding-cakes-edinburgh" is clear, concise, and locally optimised.
Schema Markup
Now, let's talk about schema markup. This is a bit of code that helps search engines understand the context of your content. Local businesses can benefit enormously from local business schema, which can help your business appear in rich snippets in search results. It's a technical aspect, but well worth implementing or asking your web developer about.
Monitoring and Adjusting Your Local Keyword Strategy
Tracking your keyword performance is crucial. Google Search Console is your best mate here. It shows you which queries are bringing traffic to your site, their click-through rates, and average positions. This data is gold dust. It tells you which local keywords are working well and which might need a bit more attention.
Let's say you're running a pet shop in Leeds. You might notice that you're ranking well for "pet supplies Leeds", but "dog grooming Leeds" isn't performing as expected. This insight allows you to adjust your strategy, perhaps by creating more content around dog grooming services or optimising your existing pages.
Google Analytics complements this data beautifully. It shows you how visitors behave once they're on your site. Are people finding what they need? Are they sticking around or bouncing straight off? This information can help you refine not just your keywords, but your overall content strategy.
Now, here's where many businesses drop the ball: they don't revisit their keyword strategy regularly. But search trends change, new competitors pop up, and your own business evolves. What worked last year might not be as effective now.
Set a reminder to review your keyword strategy every few months. Look for seasonal trends – a beach equipment rental in Brighton might want to adjust its strategy as summer approaches. Keep an eye on local events or developments that might influence search behaviour.
It's not just about adding new keywords, either. Sometimes, you might need to prune keywords that aren't performing. If you've been targeting "best Italian restaurant Manchester" for months with no results, it might be time to rethink that strategy.
Advanced Local Keyword Research Techniques
As you become more comfortable with the basics of local keyword research, it's time to explore some advanced techniques that can give you an edge over your competition. These strategies can help you uncover hidden opportunities and stay ahead of emerging trends in local search.
Voice Search in SEO
With more people using smart speakers and virtual assistants, the way they search is evolving, which is becoming longer and more conversational.
Instead of typing "best curry Birmingham", someone might ask, "Where can I get the best curry near me?" To optimise for voice search, focus on natural language and question-based keywords. Think about the how, what, where, and why questions your customers might ask.
For instance, if you run a bicycle shop in Oxford, you might target voice search queries like "Where can I get my bike fixed in Oxford?" or "What's the best bike shop near me for mountain bikes?"
The best approach to voice search optimisation is to create a dedicated FAQ page for your local business. You can also create FAQs for each blog post that directly answer specific questions, using conversational language that mirrors how people speak.
AI and Machine Learning
Tools like ChatGPT has made keyword research and predicting search trends way much easier. They can also help you identify topic clusters relevant to your local business and suggest content ideas that you might not have considered.
User Generated Content
Customer reviews, social media comments, and forum discussions can reveal the exact language your target audience uses when talking about your products or services. These authentic voices can provide invaluable insights into long-tail keywords and local phrases you might have overlooked.
For example, if you run a hair salon in Liverpool, you might notice customers frequently mentioning "customer service" or "staff" in their reviews. This is one way Google says that your business has excellent customer support. Use this information to further develop your business's USP and .
To encourage user-generated content, consider running social media campaigns that prompt customers to share their experiences. A simple hashtag campaign like #MyLiverpoolHairStyle could generate a wealth of content and keyword ideas.
Consult with Us for Your Local SEO Keyword Research Needs
Knowing how to perform local keyword research can be a bit like trying to find your way through a maze. You know where you want to end up, but the path isn't always clear.
That's where Charles Floate Training comes in. With over two decades of experience in the ever-evolving world of SEO, we've seen it all. We've helped businesses just like yours climb the local search rankings, attract more customers, and become the go-to names in their communities.
But we don't just teach – we do. Our team of SEO experts is ready to roll up their sleeves and work directly with you on your local keyword strategy. We'll analyse your market, identify your most valuable keywords, and create a tailored plan to boost your local visibility.
Ready to put your business on the local map? Here's what you can do next:
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Check out our range of SEO courses. Our Local Kingdom might be just what you're looking for.
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Sign up for a premium consultation. We'll review your current local SEO efforts and provide some initial insights and recommendations.
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Follow us on social media for daily tips and tricks on local SEO. We're always sharing the latest trends and strategies.