24 Tips for Local SEO: Targeting Location-Based Keywords
Local SEO is a crucial aspect of online marketing for businesses targeting specific geographical areas. This article presents expert insights on optimizing location-based keywords to improve local search rankings. Discover practical tips and strategies to enhance your local SEO efforts and attract more customers in your target area.
Explore Real-World Search Behavior
Map Neighborhood Intent for High Conversions
Solve Local Problems with Specific Keywords
Use Google Tools for Accurate Data
Analyze Image Alt Text for Insights
Build Pages Around Local Search Patterns
Target Hyper-Local Terms for Better Results
Leverage Autocomplete and Social Groups
Focus on Micro-Neighborhoods for Increased Calls
Mine Reviews for Customer Language Insights
Combine Data and Intent for Effective SEO
Optimize for Local Intent and Opportunity
Use Google Keyword Planner for Local Insights
Analyze Competitors for Keyword Gaps
Target Intent-Based Local Search Queries
Create Content for Local Decision-Making
Track Local Share of Voice
Pair Location Keywords with Action Terms
Leverage Google Business Profile Data
Study Competitors and Identify Opportunities
Empathize with Local Customer Searches
Build Location-Specific Pages for SEO
Blend Quantitative and Qualitative Research
Extend SEO Titles for Multiple Rankings
Explore Real-World Search Behavior
My approach to local SEO keyword research starts with understanding real-world search behavior, not just tool-generated data. For example, I would manually explore Google Autocomplete, the "People Also Ask" box, and competitor Google Business Profiles to uncover hidden, high-intent keywords that many tools tend to miss.
For instance, when working on an SEO project for a Mandarin school in Shanghai, I started with basic keywords like "Chinese classes Shanghai," but I noticed autocomplete suggestions such as "best Chinese classes near Jing'an" or "Chinese classes for expats Shanghai." These long-tail, location-specific phrases might not show up in keyword tools (because of their very low search volume), but they definitely bring in real traffic.
I also take a close look at the "People Also Ask" questions to identify pain points or common search patterns, like "Is it hard to learn Chinese in Shanghai?" This insight helps me refine both my keywords and content. I also examine competitor Google Business Profiles, focusing on how they describe their services, reviews that mention specific neighborhoods, or user-generated questions. These revealed terms like "weekend Mandarin classes in Pudong," which are super relevant but can easily slip under the radar with standard tools.
My local keyword research approach focuses on what I call "neighborhood intent mapping" — understanding exactly how people in specific areas search for services, not just adding "near me" to generic keywords. Most businesses make the mistake of targeting broad city-level terms when the real opportunity lies in hyper-local, high-intent searches.
The strategic foundation starts with tools like SE Ranking to identify location-specific search patterns. Instead of just researching "Denver plumber," we dig deeper into searches like "emergency plumber Capitol Hill," "furnace repair Highlands Ranch," or "HVAC service Lakewood Colorado." These longer-tail searches have less competition but convert at much higher rates because they show specific geographic intent.
My key tip: Use the "Service + Problem + Location" formula for maximum impact. Instead of targeting "dentist Boulder," target "emergency dental care Boulder" or "teeth cleaning downtown Denver." This approach captures users at the exact moment they need your specific service in your specific area, leading to much higher conversion rates than generic location keywords.
The research process involves analyzing competitor content in each target area to find gaps. If every HVAC company in Denver targets "air conditioning repair Denver," but nobody's optimizing for "AC repair Cherry Creek" or "furnace maintenance Stapleton," those become golden opportunities for a focused local business.
I also use Google My Business insights and Google Search Console data to understand which location-based searches already drive traffic, then expand around those successful patterns. If "Boulder SEO consultant" brings qualified leads, we explore related terms like "SEO services Boulder County" or "digital marketing Lafayette Colorado."
The content application translates research into action by creating dedicated landing pages for high-opportunity local keywords. Each page provides genuinely useful information about serving that specific area — local business challenges, area demographics, transportation considerations — rather than just rehashing generic service information with a location name added.
At Outsource Your Marketing, we always start by working our way into the mind of the searcher. This means asking questions before we even approach our keyword software, such as 'What problem does this searcher want to solve?' For example, someone looking for 'best coffee near XXXX station' is expressing a very different need compared to someone searching for 'great breakfast near me', even if they're in the same town.
Our first task, then, is to map out user intents before moving on to location-based keywords for the different stages of their journey. Apart from being an approach we find effective, it ensures that we're not just working to be visible, but also keeping our focus on being genuinely helpful.
My tip for targeting location-based keywords follows the same principle. Rather than focusing primarily on what you sell, think in terms of the problems you're able to solve in your local area. While there's nothing wrong with using a generic keyword like 'roof repair XXXX', it's very competitive and not necessarily the first phrase searchers are likely to try.
Target more specific searches, such as 'fix a leaking roof in XXXX', or 'emergency storm damage repairs in XXXX'. You'll face less competition with these more specific long-tail, local keywords, and you're meeting a customer's immediate need with a highly relevant solution.
When conducting keyword research for local SEO, I rely heavily on Google Keyword Planner with a specific focus on geographic targeting. My approach involves setting the target region to the specific city or area I'm focusing on, which provides much more accurate local search volume data than using broader settings. I then compare search volumes for different keyword variations such as "service + city name," "service near me," and the generic "service" term to understand local search intent patterns. This comparison helps identify which format performs best in particular markets, as the preference can vary significantly between different locations and industries. For those looking to improve their local keyword targeting, I recommend creating a spreadsheet to track these different keyword variations across your target locations, as this visual comparison often reveals patterns that might otherwise be missed.
My favorite tip is extremely simple - which is probably why it's my favorite! I go to Google, search for the keyword I'd like to rank for, and then click on the "Images" tab. I take a look at the alt text, which gives me a really good insight into what Google understands.
For example, let's say you are a plumber in (your area) and you'd like to increase your rankings. Enter the search term "plumber in (your area)", and click on the images tab. Note how the images are named. Often you will see variations such as BUSINESS NAME | PLUMBER IN [AREA]. But if you look more closely, you will also notice certain other useful terms - such as "emergency" or "24/7" in the case of my fictional plumber. This then tells me that these are important keywords for a local business to include on their key pages and in their image alt text.
And if you would prefer not to reverse-engineer what local competitors are doing, you can still use this tip by searching the keyword in a different area than the one you operate in!
Keyword research for us at 3WH begins in the search results from the city we're targeting. This is accomplished simply by setting the search location to that city and typing in the core service with the city name. When the results appear, a quick scan of the top pages and "People also ask" section reveals the exact phrases buyers use, and that language sets the page plan.
We then build one focused page for "{Service} in {City}" where the city sits naturally in the title and H1, and we add a plain line of local proof. This could be something like a landmark, directions, a job ticket, or a short note from a nearby client. Lastly, we include a brief FAQ that mirrors the questions from the search results, and the page links to our generic service content for depth.
For towns around the main office, we create "service serving {Town}" pages and point them back to the base location. This mix is engineered to catch real local searches even when tools show zero volume.
My local SEO keyword research approach follows a three-layer strategy.
I start with primary service keywords combined with city names, then dive into neighborhood-specific modifiers and landmarks, and finally target service-intent combinations with hyper-local terms.
Additionally, I use Google Business Profile (GBP) insights and actual customer conversations to discover "invisible" location modifiers that traditional keyword tools miss.
For example, instead of just targeting "interior designer Mumbai," I research terms customers actually use, like "interior designer near Phoenix Mills" or "home decorator close to the new metro station."
I regularly analyze phrases from customer calls and GBP messages, then incorporate these natural location references into content targeting ultra-specific searches with high commercial intent.
Furthermore, I leverage competitor GBP reviews to identify location-based pain points and create content around phrases like "quick home renovation services in [specific area]".
This approach consistently helps clients rank for hyper-local searches that capture customers at the exact moment they're ready to hire local services, resulting in significantly higher conversion rates than broad location-based keywords.
My approach to local keyword research typically begins with Google's autocomplete. I search my service + location and then go through every letter of the alphabet (for example, searching "photographer + Somerset" and then the letter "D" came up with "dog-friendly Somerset photographer"). I get a ton of ideas about what people are actually searching for this way.
Local Facebook groups are also a goldmine, as you'll often find people asking similar questions that could be easily Googled.
For local SEO, my keyword research always starts with matching search intent to specific service areas, rather than simply inserting a city name into generic terms.
One effective tip I've found is to extract real search data from Google Search Console filtered by location, then combine it with Google's "near me" variations and local landmarks. For instance, while a client might be ranking for "roof repair" in general, we often uncover opportunities like "roof repair near [popular neighborhood]" or "[landmark] area roof repair" that competitors overlook.
When we implemented this strategy for a plumbing client, creating pages and Google My Business posts targeting micro-neighborhoods instead of just the main city, they experienced a 48% increase in Google Maps calls within 90 days, without increasing their advertising budget.
When conducting keyword research for local SEO, I find that mining client and competitor reviews provides invaluable insights into the exact language customers use when searching for local services. I combine this approach with analyzing Google Search Console data alongside Google Maps autocomplete patterns to identify location-specific search trends that might otherwise go unnoticed. For businesses looking to improve their local keyword targeting, I recommend paying special attention to the autocomplete suggestions that appear when typing your primary service plus location into Google Maps, as these often reveal how local customers actually search. Tools like Semrush and SurferSEO can help identify keyword gaps your competitors have missed, but the most valuable keywords often come directly from understanding the natural language patterns of local customers in your specific market.
When it comes to keyword research for local SEO, our approach combines data-driven insights with location-specific intent. We use tools like SEMRush to research keywords directly tied to the town or city we're targeting. For example, if a client wants to attract customers in Manchester, we'll look at variations such as "landscaping services Manchester", "garden design Manchester", or "driveway installers Manchester", alongside broader service-related terms.
From there, we build a keyword list that balances relevance with opportunity. We evaluate each keyword by search volume (to understand demand) and keyword difficulty (to gauge competition). This allows us to create a priority list of the most valuable terms to target. Naturally, we want the reoptimized or newly created pages to start ranking relatively quickly and highly, so we also need to take into account the domain authority to be realistic in whether the keyword will rank or not.
The final step is aligning this list with the website itself. We'll map priority keywords to existing pages, ensuring titles, meta descriptions, and on-page content are optimized and identify gaps where new, location-specific landing pages should be created. This ensures every high-value keyword has a natural home on the site.
For your website to rank higher for the 'Near me' searches, you need to perform local keyword research. It is important to use the right keywords to target your local audience.
Local keyword research involves finding the relevant search terms when users search for businesses in a particular geographical area. By using the local keywords in your content, you can rank in the local search results.
To find local keywords, first find the seed keyword, which will be the general terms the audience may be using. Next, find any specific product or service the audience may look for. Then list the location terms. You can add cities, towns, and areas that the audience may base their search queries on.
Use tools like Google Keyword Planner to find local keywords. You can add the seed keywords and then add the products or services. You can then add the geographical area you are targeting. This ensures that the keyword suggestions you get are according to the local customer base.
One of the most effective ways to target location-based keywords is to use them in your website's page content, meta titles, and meta descriptions. Adding the business location in your content helps the search engine to understand the location you are targeting.
My approach to local SEO keyword research is strategic and conversion-driven. It's not just about ranking for high-volume terms; it's about finding the keywords that connect with real customer intent and bring in paying clients. I start with intent analysis: every search falls into one of three categories: transactional, informational, or navigational. To dominate local SEO, we target all three. Transactional terms capture buyers, informational queries build trust and authority, and navigational searches ensure existing customers can easily find us.
Next, I dissect the competition. Using platforms like Ahrefs, I uncover which keywords are actually driving their traffic. The goal isn't to copy, but to find gaps, high-value, and long-tail keywords they're ignoring. This creates opportunities to position our client where competitors are absent.
Finally, I rely on a mix of first-party and third-party tools. Google Business Profile insights, Keyword Planner, and Search Console provide the raw, trustworthy data. I then layer on third-party platforms to refine targeting and generate new opportunities. By combining service keywords with location and intent-based modifiers, we capture ultra-specific, high-converting searches. If done right, this makes a business's online presence a powerful tool for getting new customers.
Tip: When researching location-based keywords, think beyond just the transactional searches where someone is ready to buy. Start with the commercial terms that directly describe your products or services paired with geographic modifiers, but also look for the higher-funnel questions your target audience is asking. These could be related to local rules, regulations, events, or other context-specific topics that influence their decision-making.
By creating content that answers these questions, you can reach potential customers earlier in their journey and build trust before they're ready to make a purchase.
For local SEO, I run keyword research using Google Ads Keyword Planner and filter the results to the area where my client has a store or stores. I don't necessarily look at geo-targeted keywords, which can be misleading: if I don't have a brick-and-mortar shop in the area with a dedicated GBP, I won't appear in the map pack, which is the end goal, at least for high-value keywords.
I then track them in a local SEO tool such as Bright Local or Local Viking so I can see how my Share of Local Voice evolves over time. With their API, I can see how many clicks I get (using a UTM).
My approach to keyword research for local SEO starts with manually exploring searches on Google, Bing, and even region-specific search engines like Baidu or Naver when relevant. I focus on native-language queries to capture how locals actually search, then evaluate search volume and keyword difficulty to prioritize opportunities. This helps me strategically map keywords to the right pages. A useful tip is to pair location-based keywords with actionable terms or CTAs in the content—this not only improves visibility but also drives engagement from users who are ready to take action.
My best tip for local keyword research is to start with your Google Business Profile data, if you have one. GBP shows what searches people are using to find your business. Right off the bat, any relevant terms there are the ones you want to target or improve your targeting of.
Another great method I use for initial ideation is ChatGPT. I start by asking questions about the niche, location, and business itself to see what gets returned. I can take that data and create keyword lists, which I then feed into Ahrefs to validate with search opportunity.
One of the most effective strategies we use for local SEO keyword research is deep competitor analysis. Instead of starting from scratch, we study which local keywords competitors are already ranking for, how they've structured their content, and where their Google Business Profiles are gaining traction.
This provides a clear roadmap of what's working in the local market and helps us skip months of guesswork. From there, we layer in traditional keyword research, drawing on industry expertise and client insights to uncover overlooked terms or service-related gaps where competitors are under-optimized.
The result is a two-pronged approach that not only captures proven, high-value keywords but also identifies untapped opportunities tailored to the client's strengths.
Tips for effective local keyword research:
1. Always validate assumptions, as local search intent can shift significantly depending on culture, language, and region.
2. Stay laser-focused on your client's actual services. High search volume means nothing if it attracts traffic for services the business doesn't offer; relevance always outperforms vanity metrics.
Our philosophy emphasizes empathy before analytics in local SEO research. We picture ourselves as customers searching for nearby services. This perspective highlights intent that raw keyword lists often miss. From there, we validate with data tools. Human insight drives algorithmic choices.
A tactical tip is embedding proximity cues into content. Searchers often look for phrases like "near downtown," "close to hospital," or "around campus." Incorporating these relational descriptors attracts highly targeted traffic. It connects digital searches with physical realities. Localized relatability becomes a competitive edge.
Keywords for local SEO are simply about finding the correct words that help connect your business to nearby customers who are genuinely searching for your products or services. Here's a guide to take you step-by-step and give you a useful tip for targeting local-based wording:
1. Start with Google Suggest & People Also Ask
Type your service + location in the Google search bar, assess the autocomplete box options as well as the People Also Ask section. These will show you what local customers are typing in and considering when searching.
2. Use Google Keyword Planner to show Local Filters
You can filter searches by city, town, or region. This will show you keyword volumes and competition for those specific searches in your area, allowing you to find out the wording that matters locally.
3. Look at competitors' local keywords
Where are the top/local competitors ranking? Using a tool like SEMrush or Ahrefs, or simply searching the SERPs manually, see what local phrases are providing them with visibility.
4. Explore Long-Tail Local Phrases
Instead of using just "restaurant in Jaipur," consider using "Best Vegetarian restaurant in Jaipur" or "Family dining in Jaipur". Long-tail queries have less competition and more significant user intent.
5. Include Neighborhoods & Landmarks
Many queries include hyperlocal terms, such as "salon near MI Road Jaipur" or "hotel near City Palace Jaipur." Including hyperlocal keywords in your titles and descriptions increases your relevance.
6. Check Google Maps & Local Pack Listings
Check the best local pack performance in your industry. Try to use the wording in titles, descriptions, and reviews. The local ranking signals at Google are usually informed by the nouns and adjectives in use.
7. Utilize Customer Language in Reviews and Questions
Read the answers to information-seeking reviews or questions customers post regarding your type of business. They frequently use natural location-based keywords (example: affordable dentist in Bani Park Jaipur) which you can utilize to incorporate into content and help identify local matches.
Pro Tip: Build Location-Specific Pages or Content
Rather than creating one page with multiple city names located on one page, build pages with independently optimized content about each location.
Our keyword research process blends quantitative analysis with qualitative listening. Numbers identify potential, but lived language ensures effectiveness. We map service offerings against community search behaviors uncovered through social platforms and forums. These insights reveal authentic phrasing patterns absent in keyword tools. The combination creates powerful strategies.
One underrated tip is targeting nearby competitor names in search phrases. Customers often compare options directly, like "Starbucks versus local coffee shop Dallas." Crafting content around these comparisons captures intent effectively. It demonstrates confidence by addressing competition openly. Transparency builds credibility alongside visibility.
The biggest secret I can offer is a tip I've heard from 'SEO Pub.' He said to go against the SEO myth of keeping SEO titles within the character limit. Essentially, by adding a few variations to your SEO titles, you're giving your pages multiple angles to rank, and you let Google find relevant searches for you.
So, I've been adding a lot of services relevant to the page in my title. For example: "ABA Therapy in Colorado - Potty Training - Social Skills Groups," etc. This has led to an awesome increase in traffic and is definitely worth testing!
We often begin local keyword research by studying search console data for existing impressions. Even without high authority, small signals appear. These reveal how search engines already perceive early brand relevance. Building strategies around that baseline accelerates traction. We enhance what is already working naturally.
Our best advice is to capture seasonal keywords that matter specifically to local audiences. A ski town's restaurants must rank for "après-ski dining Aspen" during winter peaks. Those phrases build both relevance and conversions. Location-based seasonality strengthens visibility beyond static keywords. Context makes optimization meaningful.
David Holman here, Founder of Local Restaurant SEO. With over a decade of experience in digital marketing, I have learned that keyword research for local SEO is most effective when it is built around the buyer's journey instead of chasing broad search volume. This ensures your business shows up not only when people are looking for ideas but also when they are ready to visit, order, or book with a local business.
My approach starts with mapping keywords across the funnel. Top-funnel queries capture early awareness when someone is exploring options in a city. Mid-funnel keywords reflect comparison searches, like finding restaurants with specific features in a neighborhood. Bottom-funnel keywords are transactional and location-heavy, such as "reserve Italian restaurant downtown Austin" or "order sushi delivery near me." By aligning content with each stage and pairing it with local signals like your Google Business Profile, reviews, and NAP consistency, you guide prospects from awareness to action.
AI has changed how this works. Many informational searches are now answered in AI overviews, which makes visibility there important for brand awareness. But the real revenue impact comes from mid and bottom-funnel transactional keywords that capture people ready to purchase, book, or conduct business with you. If you do not rank for those, you are leaving money for competitors. That is why I emphasize semantic and natural language variations, including long-tail and question-based searches. With voice SEO growing through Siri, Alexa, and Google Assistant, optimizing for conversational, location-based queries ensures your business shows up when intent is highest.
The combination of funnel mapping, transactional location keywords, and semantic optimization keeps local businesses visible, competitive, and profitable in today's evolving search landscape.
