Local Keyword Research to Target Audience

With the rise of mobile devices, people are searching for local information more than ever. Have you considered boosting your website’s online visibility? To rank well, a well-organized keyword research process is the first step in any digital marketing strategy. 

Keyword research is one of the most important aspects of any digital marketing strategy. To rank higher in local search results, you need to ensure your keyword targeting strategy is on point.

Keep reading the guide to learn the ins and outs of local keyword research, how to conduct your research, how to implement your research on your website, free and paid tools available to drive more significant local traffic to your website.

Importance of Keywords

Dave Naylor has once said “My rule of thumb is build a site for a user, not a spider”.

So the main concern should be writing a good content by integrating the exact keywords in them. A better and brisk content would improve your conversion rate rather than a long and irrelevant content.

Anatomy of local keyword

local keyword

Modifier + Core Term + Location

Core Term: It is the service you provide or the product you sell. For a salon it would be hairdresser, hairstylist, etc. Similarly, for a CA it would be auditing, tax returns, income tax, etc.

Modifiers: Keyword modifiers is other important concept that aids in improving your reach. Words like “cheap”, “latest”, “best”, “top”, “and free” are most frequently used along with the primary keywords.

Location: These are the names of colony, city, state or country where the business is located. Its choice depend on the reach of your business. A salon will have city name, a sports league franchise will have the state name and a political party will have country’s name in keyword.

Significance of Local SEO in keyword research

In today’s world of cutthroat competition, reaching the highest number of relevant customers has become a top priority for any brand or organization. Here is where SEO comes into the picture. SEO amalgamates various tricks and techniques to rank your website as high as possible in the top search engines.

A keyword is the most vital part of SEO for basically two reasons. Firstly, it informs Google about the content of the web page, and secondly, they are the most common words or phrases that a user is supposed to enter in the search bar.

Local SEO

Local SEO not only gets you the traffic, but most importantly, it gets you the relevant and targeted traffic. This brings the right customers to your site, naturally increasing the average time spent on the website and internal clicks on the website.

These two factors have a significant bearing on how Google ranks the websites, and eventually, your website starts showing up on the first page.

You can gauge the importance of presence on the first page from the fact that “Page 1 of google search receive 96% traffic, leaving just 4% for remaining hundreds of pages.”

What is keyword research?

keyword research

Keyword research is the process of determining the keywords your target audience hunt for, how many people are searching for those particular terms, and in what way they want the information to be presented in the search results. It is an important aspect of a comprehensive SEO strategy because it can help you focus your marketing efforts on only the keywords that will produce relevant organic traffic.

You can use keyword research to find out what people are searching for in regards your business and strategically position pages on the website that align with these terms.

Tips to choose local keywords

Aim for keywords that have highest search volume on SERP but keep in mind that they should be relevant to your page.

It’s worth noting that higher the search volume of keyword, the competition gets more strenuous.

Tools to find the right keyword

There are various tools available online that aid you in finding the most pertinent keywords. You are supposed to pay a particular amount for it, but the workload is reduced considerably, and the quality of content is enhanced.

Ahrefs Keyword Explorer, Moz Keyword Explorer, Ubersuggest, SEMrush are some of the most sought after tools.

Spying competitor websites

Every brand has its SEO team that puts years of experience and hours of hard work into developing a foolproof strategy for its website. You can take a clue of keywords other than your own keywords by just spying on the websites related to your business.

Nowadays, there are various software available at nominal rates that audit the complete website and figure out all the vital information.

Options beyond Local Keywords

Researching and integrating local keywords is a good and one of the most effective methods for getting top priority in the local lead. But there are many other options available along with it. Let us discuss two of the most commonly practiced tactics.

“Google My Business” Profile: Claim your local business by creating an account on Google My Business. This helps you being listed in the “local SEO 3-pack”. This pack always appears at the top of the google search.

PPC Ad Campaign: Run PPC advertising campaign for your local service. These paid ads are given a top priority in SERP and are featured above the organic listings.

How to conduct local Seo keyword research?

SEO keyword research

You might think that keyword research is a daunting task, but it doesn't have to be! With these tips and tricks for conducting local keywords in no time at all you'll find success.

  • Understanding your target audience & their goals
  • Find what keywords your target audience are searching for
  • Determine the search volume &keyword difficulty
  • Analyze your target keywords SERPs

How to implement local keyword research?

Conducting local research is a difficult task, how implementing it isn’t. Once you have determined the specific local keywords which you are going to target, you can begin optimizing your web pages for local search results.

  • Use your target keyword(s) in the Title tag
  • Use your target keyword(s) in the Meta Description
  • Use your target keyword(s) in the H1 Tag
  • Use your target keyword(s) in the content
  • Use your target keyword(s) in the URL
  • Use your target keyword(s) in the image alt text

List of some of the free and paid keyword research tools:

Free keyword research tools

  • AnswerThePublic
  • Google
  • Google Ads Keyword Planner
  • Google Search Console
  • Google Trends

Paid keyword research tools

  • Ahrefs
  • Moz Keyword Explorer
  • SEMrush
  • SpyFu
  • Ubersuggest

Final Thoughts

Local keyword research gives you results straight away within few days. They should be intelligently researched, and the most suitable ones should be highlighted out. Investing a small amount for buying various software that helps you plan out different strategies for ranking your website is advisable as they give notable output and fruitful results.

Other ways like Google My Business and PPC ads should also be looked into with Local Seo techniques. Local citations and asking your trusted customers for positive reviews on Google should also be considered.


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Local Keyword Research to Target Audience