Keyword Research

Local Keyword Research: Find Keywords That Drive Customers

Not all keywords are created equal. Learn how to identify high-intent local keywords that bring customers through your door.

Updated: November 202411 min read

✓Key Takeaways

  • Local keywords have geographic modifiers or implicit local intent
  • "Near me" searches have grown 500%+ in recent years
  • Focus on high-intent keywords that indicate buying readiness
  • Long-tail local keywords often have less competition
  • GBP categories and services should align with target keywords

Local vs Traditional Keyword Research

Local keyword research differs from traditional SEO keyword research in important ways:

Geographic Modifiers

Local keywords often include location terms: "dentist in Chicago," "pizza near downtown," "best plumber Austin TX." But not always—Google understands many searches have local intent even without geographic terms.

Implicit Local Intent

Some searches are inherently local. "Restaurant" is a local search—no one wants results from another city. "Emergency plumber" implies immediate, local need.

Lower Volume, Higher Intent

Local keywords typically have lower search volume than national terms but much higher conversion intent. "Buy running shoes online" has high volume but low local intent. "Running shoe store near me" has lower volume but indicates someone ready to visit a store.

Competition Scope

You're not competing globally—just locally. A keyword that's highly competitive nationally might be easy to rank for in your city.

Types of Local Keywords

Service + Location

The most common local keyword pattern: what you do + where you do it.

  • "Dentist in [city]"
  • "[City] auto repair"
  • "Plumber [neighborhood]"
  • "[City] Italian restaurant"

"Near Me" Keywords

Mobile-driven searches with immediate intent:

  • "Coffee shops near me"
  • "Gas station near me"
  • "Open restaurants near me"
  • "24 hour pharmacy near me"

Service-Specific Keywords

Detailed service terms that indicate specific needs:

  • "Emergency tooth extraction"
  • "Same day dry cleaning"
  • "Walk-in haircut"
  • "Oil change no appointment"

Modifier Keywords

Terms that indicate specific attributes:

  • "Best [service] in [city]"
  • "Affordable [service] [location]"
  • "Top rated [service] near me"
  • "[Service] open now"
  • "[Service] open Sunday"

Problem-Based Keywords

Searches describing problems, not solutions:

  • "Locked out of car [city]"
  • "AC not cooling [city]"
  • "Tooth pain emergency"
  • "Clogged drain help"

Research Methods

Start with Google Autocomplete

Type your service into Google and see what autocomplete suggests. These are real searches people make:

  1. Type "[your service]" and note suggestions
  2. Add "[your service] in" and see locations
  3. Add "[your service] near" for variations
  4. Try "[your city] [service]" patterns

Analyze "People Also Ask"

The "People Also Ask" box reveals question-based keywords. These often make great content topics and FAQ answers.

Study Competitor Rankings

What keywords do competitors rank for? Tools like SEMrush and Ahrefs show competitor keyword rankings. Also manually search and see who appears.

Check Google Search Console

If you have a website, Search Console shows what queries already bring traffic. You might discover keywords you didn't know you ranked for.

Use Keyword Research Tools

Professional tools provide volume estimates and competition data:

  • Google Keyword Planner (free with Google Ads account)
  • SEMrush / Ahrefs / Moz (paid, comprehensive)
  • Ubersuggest (freemium)
  • AnswerThePublic (question-based keywords)

Mine Customer Language

How do customers describe what they need? Check:

  • Review text (yours and competitors')
  • Customer service inquiries
  • Q&A sections on GBP
  • Social media comments

Understanding Local Search Intent

Not all searches have the same intent. Prioritize high-intent keywords:

Transactional Intent (Highest Priority)

Searcher is ready to buy or book:

  • "Book dentist appointment [city]"
  • "Order pizza delivery"
  • "Schedule AC repair"
  • "Buy flowers near me"

Commercial Investigation

Searcher is comparing options:

  • "Best dentist in [city]"
  • "Top rated pizza [neighborhood]"
  • "AC repair reviews"
  • "Florist prices [city]"

Informational Intent

Searcher is gathering information:

  • "How much does a crown cost?"
  • "What's the best pizza topping?"
  • "How often should I service AC?"
  • "When to send sympathy flowers"

Navigational Intent

Searcher knows what they want:

  • "[Your business name] phone number"
  • "[Your business name] hours"
  • "[Competitor name] reviews"

Implementing Keywords in Your GBP

Once you've identified target keywords, implement them strategically:

Primary Category

Your primary GBP category should match your most important keyword theme. If "Italian restaurant" is your primary keyword, that should be your primary category.

Secondary Categories

Add categories for secondary keyword themes: "Pizza Restaurant," "Delivery Restaurant," "Catering Service."

Business Description

Incorporate primary keywords naturally in your 750-character description. Don't stuff—write for humans while including key terms.

Products & Services

Each product/service listing is an opportunity to rank for specific keywords. List services using the language customers search for.

Posts

Regular posts can target specific keywords. Create posts about services, offers, or topics related to your keyword targets.

Q&A

Seed your Q&A with questions using target keywords. Answer thoroughly with relevant information.

Website Alignment

Your website should support your GBP keyword strategy. Create pages targeting key service + location combinations.

Frequently Asked Questions

Should I target "near me" keywords specifically?

You don't need to add "near me" to your content. Google understands these searches and matches them to local businesses based on relevance and proximity, not keyword matching.

How many keywords should I target?

Focus on 5-10 primary service keywords and 20-30 long-tail variations. Your GBP and website should naturally incorporate these without keyword stuffing.

How do I rank for multiple service areas?

Create location-specific landing pages for each area you serve. Each page should have unique content relevant to that location, not just city name swaps.

What tools are best for local keyword research?

Google Keyword Planner (free), SEMrush, Ahrefs, and Moz all offer local keyword data. Google Search Console shows what you already rank for.

Back to Local SEO Automation

Table of Contents

Related Topics

Ready to Get Started?

Try GMBMantra free and see the difference.