In today’s digital marketing age, local SEO keyword research plays a crucial role in helping businesses connect with their target audience. By understanding the specific keywords people search for when looking for local products, services, or amenities, businesses can optimize their online presence to attract their ideal customers. This essay explores the process of local keyword research, from identifying services to mapping and grouping keywords, as well as recommending various keyword research tools to facilitate success in this endeavour.
1. Identifying Services:
Before beginning the keyword research process, it is essential to identify the services a business offers to its target audience. This step applies to both businesses conducting research for themselves and professionals researching on behalf of their clients. It ensures a comprehensive understanding of the products, services, or amenities that need to be optimized for local search.
2. Asking and Brainstorming:
Businesses researching their keywords may already possess insights into the services they offer. However, when conducting keyword research for a client, it is important to consult them for a comprehensive list of their services. This collaborative approach ensures that all potential services are considered, even the ones that may not be immediately apparent.
3. Expanding Ideas:
Brainstorming is an excellent starting point, but it is unlikely to uncover all the services that people are searching for. To supplement this process, leveraging tools like SEMRUSH keyword explorer can provide additional ideas that might have been missed during brainstorming. These tools offer suggestions for related services that can broaden keyword research efforts.
4. Filtering Your List:
After gathering a list of potential keywords, it is crucial to refine and narrow down the selection. Collaborating with the client or team members can help identify any missed services while refining the keyword list. This step ensures focus and relevance in the subsequent stages of research and optimization.
5. Understanding Implicit and Explicit Keywords:
Implicit keywords refer to queries that are not explicitly expressed. To better understand these search queries, local keyword research tools like Google Keyword Planner can be utilized. By entering implicit keywords into the tool and applying location filters, businesses can receive insights into what their target audience is specifically searching for.
6. Adding Core Terms and Locations:
After narrowing down the list of keywords, it is essential to add core terms that represent the primary services offered. This step helps establish relevance and context. Additionally, including location-specific keywords allows businesses to tailor their optimization efforts to the specific areas they serve, thereby targeting local customers effectively.
7. Organizing Keywords with Search Intent:
Different types of searches indicate varying user intent. By identifying the search intent, businesses can tailor their content and optimization strategies accordingly. The three main types of searches are informational (looking for information), navigational (seeking a specific website or location), and commercial (ready to make a purchase). Aligning keywords with their respective search intents enhances the effectiveness of local SEO efforts.
8. Grouping and Mapping Keywords:
To streamline the optimization process, grouping and mapping keywords can be highly beneficial. This involves organizing keywords into categories based on their relevance, allowing businesses to create targeted content and ensure comprehensive coverage of their services.
9. Recommended Keyword Research Tools:
To facilitate local keyword research, several tools have proven to be effective. These include Moz Keyword Explorer, Google Keyword Planner, SEMrush Keyword Magic Tool, and Ahrefs Keyword Explorer. These tools offer valuable insights, facilitating the identification and analysis of relevant keywords for local SEO.
Summary
By delving into local keyword research, businesses can gain a competitive edge in reaching their target audience effectively. Understanding the services offered and brainstorming with clients or team members is fundamental to creating a comprehensive keyword list. Tools such as Google Keyword Planner help uncover implicit keywords while grouping and mapping keywords based on search intent and utilizing recommended tools can further enhance local SEO efforts. Through the power of local keyword research, businesses can optimize their online presence, improving their visibility and connecting with customers seeking products, services, or amenities in their respective areas.
