Local SEO keyword research essentially refers to finding business-specific keywords that would help a company attract numerous customers in their local demographic.
When we look at optimising our business websites to rank higher in search engines, our main priority is to find out search terms that users put into the search engine to find answers or solutions.
The key with local SEO is to identify which keyword has a high search volume and if this particular keyword suits your products and services well or not. When trying to enhance your Google local SEO, one mostly focuses on optimising a generic keyword with a very specific location.
For example, if you are an art supplies provider in Belfast, your target keyword could be “art supplies Belfast” or “arts and crafts Belfast.”
When it comes to identifying keywords that best suit your business, you must pay the highest attention to relevancy. In fact, 72% of digital marketers consider relevant content generation to be crucially important in enhancing local SEO.
If you are looking to enhance your local SEO keyword research game, here are a few tips to help you smash your competition.
Find industry-related keywords
The key to narrowing down on the best local SEO keywords is to first create a detailed list of almost every keyword related to your industry.
However, when it comes to local SEO keyword research, you also need to pair up these keywords with your target area. If you search for “best plumbers,” you wouldn’t get a list of all the plumbers in the world.
Instead, the search engine would display plumbers in and around your location.
You might also want to look into minimising both HTTPS requests and redirects.
At this point, think like your potential customers. Consider that you are a coffee shop in Soho. What would you, as a customer, search if you wish to buy a cup of coffee in and around Soho?
“Coffee shop in Soho.”
“Coffee place near Soho.”
“Coffee cafe near Soho.”
“Coffee cafe in Soho.”
Use modifiers to refine your local SEO keywords
Modifiers help you set yourself apart from your competitors. Focus on what extra value you can offer your customers and use that as a modifier to describe your business.
If you are a florist that mostly serves the Belfast area, you might want to go for modifiers such as “best,” “cheap,” “affordable,” “top,” “buy,” or “where.”
Thus, your keywords could look something like – “best florist in Belfast,” “cheap/affordable flowers in Belfast,” “top 10 florists in Belfast,” “buy flowers in Belfast,” “where to buy flowers in Belfast.” If you specialise in a niche, you could also optimise your keywords for the same. For example,
“Flowers home delivery in Belfast.”
“Best wedding florists in Belfast.”
“Affordable birthday florists in Belfast.”
Using Google autocomplete, Google Search Suggest to search for relevant modifiers is a good idea as well.
You can essentially use modifiers from four categories.
- Quality: Here, you can use “best,” “affordable,” “top” modifiers to describe your business.
- Type: To describe exactly what your business offers – “party venues in Edinburgh” or “intimate cafes in Soho.”
- Occasion: If you specialise for specific occasions – “Christmas florists” or “Fall wedding photographer.”
- Special-offering: To optimise for your Unique Selling Point (USP) – “all-inclusive maternity photo shoot.”
Focus on long-tail keywords
Long-tail keywords offer an average conversion rate of 36%. Long-tail keywords are an essential part of local SEO keyword research since they help you optimise your services for a very specific niche. If you are a furniture business in London, there’s a high chance almost all of your competitors would be using keywords such as
“Best furniture shops in London.”
“Affordable furniture stores in London.”
Long-tail keywords help you gain an edge over your competitors. Now, instead of optimising for such common local SEO keywords, you could choose to go more specific. Some examples include
“Best recliners in Mayfair London.”
“Affordable fireplace loveseats in Belfast.”
“High-quality queen-sized beds in Edinburgh.”
You might be concerned about losing out on customers who aren’t looking for “recliners,” “loveseats,” or “queen-sized beds.” However, you must also realise that in a crowded market, it is very difficult to rank higher for a common local SEO keyword such as “furniture.” Even if you choose to go for modifiers such as “best furniture,” you will still have a hard time ranking high.
Long-tail local SEO keywords enable you to create a very specific niche for yourself. An excellent way to go about this is by choosing to optimise for your highest-selling product or service.
Local SEO can be tricky to figure out, but it isn’t rocket science. By incorporating smart and innovative local SEO keyword research tips, you can easily find out the best-performing local SEO keywords. With the right Google local SEO keywords in hand, you can get an edge over your competitors, gain more conversions, enhance website traffic, and do much more.