Local Keyword Research is your way of discovering exactly how your customers search for businesses like yours online. It’s similar to understanding what signs would make people notice your storefront, except this is for the digital world. Let’s break this down in simple terms that you can use right away in your business.
Why This Matters to Your Business?
Picture this: A hungry customer in Huntington pulls out their phone and searches for the “best Italian restaurant near me.” If you own an Italian restaurant in the area but haven’t optimized for local search, your competitor down the street might get that customer instead. This is exactly why local keyword research matters – it helps you show up when potential customers are looking for you.
Local Keyword Research Best Practices You Can Implement
Finding Local Keywords Your Customers Use
The process of keyword research doesn’t have to be complicated. Start by thinking like your customers. A baker in Massapequa recently discovered that while she always called her products “custom-designed celebration cakes,” her customers were simply searching for “birthday cake shop near me” or “wedding cakes Massapequa.” By adjusting her website to include these simpler terms, she saw more customers finding her business online.
Understanding Search Patterns in Your Area
Local businesses that succeed online understand how their community searches. A plumber in Garden City found that most emergency calls started with searches like “24-hour plumber near me” or “emergency plumber Garden City,” while planned projects came from searches like “bathroom remodeling Garden City” or “licensed plumber Nassau County.”
Using Free Tools for Research
You don’t need expensive software to find the right keywords for your local business. Start with Google Keyword Planner– it’s free and shows you exactly what people are searching for. When you type in your service and location, Google suggests popular searches. These suggestions are golden – they’re real searches from real potential customers.
A local bakery owner in Massapequa tries typing “bakery Massapequa” into Google and discovers a list of commonly searched terms like:
- “birthday cake bakery Massapequa”
- “custom cakes Massapequa”
- “Italian bakery Massapequa”
Note: You can also use tools like Ahrefs, SEMrush, or Moz to discover region-specific search terms.
Utilize Google Search Console Insights
Set up your business to Google Search Console. Log into your dashboard and look at:
- Search Queries: See exactly what terms people type to find your business. A restaurant in Great Neck discovered through their insights that customers were finding them through searches like “family-friendly restaurants Great Neck” and “outdoor dining near me.”
- Photo Views: See which images attract the most attention. A hair salon in Syosset noticed their before-and-after photos got the most views, so they added keywords like “hair transformation Syosset” to their website.
Key Components of Local Keyword Research
Location-Specific Keywords
Your location is crucial in local search. Include terms like:
- Town names: “dentist Babylon” or “florist Roslyn”
- Area descriptions: “North Shore electrician” or “South Shore contractor”
- Neighborhood terms: “Huntington Village restaurants” or “downtown Great Neck shops”
Service-Specific Terms
Combine your services with location terms:
- Regular services: “hair salon Plainview” or “auto repair Hicksville”
- Emergency services: “24/7 locksmith Merrick” or “emergency dental care Babylon”
- Specialized services: “gluten-free bakery Port Washington” or “luxury spa Garden City”
Long-Tail Keywords
These are more specific phrases that show clear intent:
- “family photographer near Huntington Station”
- “organic juice bar with outdoor seating Roslyn”
- “weekend brunch restaurant Patchogue waterfront”
Making It Work for Your Business
Take what you’ve learned and apply it step by step:
- Listen to your customers – how do they describe what you do?
- Use those exact phrases on your website and online listings
- Add your location to these terms naturally
- Update your content regularly with these keywords
Moving Forward with Your Local Search Strategy
Once you’ve found these keywords through your research, use them naturally in:
- Your Google Business Profile description
- Website headings and content
- Social media posts
- Online business listings
Remember, the goal of local keyword research isn’t to stuff your website with keywords – it’s to help customers find you when they need you. Start small, be consistent, and keep thinking like your customer. Whether you’re using research-free tools or working with professionals, focus on matching your online presence with how your community searches.
By understanding and using the right local keywords, you’re not just improving your search rankings but making it easier for your neighbors to become your customers. That’s what successful local SEO is all about.
Frequently Asked Questions (FAQ)
What is Keyword Research?
Keyword research is the process of finding the right keywords and phrases that people are searching for on search engines like Google. It is an essential part of SEO strategy as it helps in identifying the most relevant terms that can drive organic traffic to a website.
What is a local SEO strategy?
A local SEO strategy optimizes a website’s appearance in local search results when users search for local products and services. It involves using explicit local keywords and implicit local keywords to target local intent and improve local keyword rankings.
