What Is Local SEO Keyword Research?: Local keyword research is a crucial part of SEO for any business that offers physical products or services in a particular region or city.

In other words – if you are not appearing in Google Search, how can people in your area find your business (or even know that it exists)?

In this article, we will therefore take a look at what local keyword research is, why it matters, and how you should perceive and analyze local keywords.

This local SEO keyword research guide will teach you how to find what locals search for. So you can make sure your business appears in all the right places.

What Is Local SEO Keyword Research?

Local SEO keyword research is finding keywords people search for when looking for products, services, or amenities in their areas.
Local keyword research tells you exactly what your target customers are searching for. If you rely on local businesses, that’s valuable information.

Optimizing for the right local keywords can increase your organic visibility on relevant search engine results pages (SERPs). Helping you generate more unpaid website traffic, foot traffic, and inquiries.

For example, here’s the SERP for “plumbers in San Diego.”
This page gets an estimated 10,000 visits a month from organic search alone. (It should also attract traffic via social media, backlinks, and other sources.)
SERP Analysis section in Semrush’s Keyword Overview tool.)

This business also appears in the “local pack” (the section with business listings and a map). Which gets the business even more attention.

Implicit vs. Explicit Local SEO Keyword Research

When people search for local products, services, or locations, their query has local intent. Meaning they’re looking for something in a specific area.

This local intent can be explicit or implicit.

Explicit local keywords specify a location or include a spatial term like “near me.” The user is searching by location.

For example, a London resident who has lost their keys might search for a “locksmith near me.” Or “locksmith London.”
Implicit local keywords, on the other hand, don’t specify a location or include a spatial term. However, the user is still searching for something nearby.

For example, someone might search “locksmith.” Because they know Google will understand their desire for local results.
Google has sophisticated algorithms to detect local intent. And various ways of determining a user’s location. So it can deliver local results either way.

How to Do Local SEO Keyword Research

Ready to find what locals are searching for? This four-step process is the best way to do local keyword research for SEO:

• List Solutions and Locations
• Find Relevant Local Keywords
• Check Competitors’ Ranking
• Map Your Keywords to URLs

And as a bonus, we’ll cover how you can use local keywords to optimize your Google Business Profile.

1. List Solutions and Locations

Listing words and phrases that are relevant to your business will help you find local keywords later.

Start by brainstorming the solutions you offer. These will be starting points for your keyword research (seed keywords).

Think about the general terms people might use when searching for your type of business:

• Auto repair
• Car shop
• Mechanic

The specific products and services people might search for:

• Tire repair
• Brake replacement
• Car oil

And your customers’ problems or pain points:

• Punctured tire
• Check engine light
• problems

Next, list location terms. These are keyword modifiers searchers use to make their local intent explicit.

People everywhere use spatial terms like “local,” “nearby,” and “near me” to search locally. So add these to your list.

Then add place names specific to your location. The cities, towns, and areas that customers might base their search around.

For example, if your business serves the Twin Cities area of Minnesota, you might add the following locations to your list:

• Minneapolis
• St. Paul
• Maplewood
• Brooklyn Park

Tip: People might also search using local landmarks (e.g., “restaurants near Big Ben”), ZIP code areas (e.g., “restaurants in W1”), or street names (e.g., “restaurants on Oxford Street”). It all depends on the population and geography of your location.

You’ll use your solution seed keywords and location modifiers in the next step.

2. Find Relevant Local SEO Keyword Research

You’re now ready to use keyword research tools. These tell you exactly what people search for. And give you associated data, like the average number of searches per month.

Semrush’s Keyword Magic Tool uses the biggest keyword database on the market. And it works with other local SEO tools to keep all your insights in one place.

Start by entering one of your solution seed keywords from step one.
Your results are keywords that contain the seed keyword or a variation. The quickest way to find explicit local keywords is to add your location modifiers (from step one) to the “Include keywords” filter.

Make sure to use the “Any keywords” option.

Save any relevant keywords. This will make it easier to build a keyword strategy and track your results later.

If you have a Semrush subscription, select the check boxes next to the keywords you want to save and click the “+ Add to keyword list” button. (Keep them in one list for now. You will categorize them in step four.)

The keywords you save will go to the Keyword Manager.
Tip: Overwhelmed by the results? Try filtering for a “KD%” (Keyword Difficulty) score of 0-49%. These keywords are “Possible,” “Easy,” or “Very Easy” to rank for.

Next, look for implicit keywords.

Move your location modifiers from the “Include keywords” filter to the “Exclude keywords” filter. This hides the explicit keywords you’ve already found.
Then, filter for search queries that trigger the local pack. This shows that the keyword has local intent.

• Go to “Advanced filters”
• Open the “SERP Features” drop-down
• Select the “Local pack” check box
• Click “Apply”

Again, add relevant keywords to the Keyword Manager.

Repeat this step with as many seed keywords as possible. This will reduce the risk of missing anything important.

Tip: Google Keyword Planner is a local keyword research tool that lets you search by country, territory, region, or city. However, you don’t get as many keyword insights or filtering options.

3. Check Competitors’ Rankings

Fill any gaps in your local SEO keyword research by looking at your competitors’ rankings.

To start, find your biggest online competitors by searching a local keyword in Google. If you’re not located near your business, use a tool like I Search From to see what locals see in the Google SERPs.

Or specify a place name in your search. Let’s say you own an auto shop in Philadelphia. Based on results for “Auto Shop Philadelphia,” Don’s Auto Repair and Philly Auto Repair are two of your main rivals.
Tip:
If you have different pages for different locations, go back to the search bar at the top. Replace the domain with your location-specific URL (e.g., “site.com/locations/city”). Then change “Subfolder” to “Exact URL.” and click “Search” again. That way, you can find rivals for this specific location.
Scroll down to the “Main Organic Competitors” section. Jot down your top competitors’ domains straight away. Or click “View details” to see more.
Once you’ve identified your biggest online competitors, compare their rankings against your own using Semrush’s Keyword Gap tool.

Start by entering your URL and up to four competitors’ URLs. (Again, use location-specific URLs where available. Make sure to search by “Exact URL.”)

Then select your target country and click “Compare.”
At this point, it’s a good idea to switch from “Desktop” to “Mobile” results. The majority of Google searches are conducted on mobile devices, so mobile keyword research can be more valuable.
Scroll down to the “Untapped” tab. These are keywords at least one competitor ranks for, but you don’t.
To find your rivals’ most relevant keywords, look at those they rank highly for. Go to “Position,” “Competitors,” then “Top 10.” Click “Apply.”
Finally, filter for explicit local intent using your location keywords (from step one). Go to “Advanced filters” and set up “Include Keyword Containing [Location Keyword Here].”

4. Map Your Keywords to URLs

You should now have a comprehensive list of local keywords to target. (If they’re saved in different places, combine them in Semrush’s Keyword Manager. Or a spreadsheet.)

The next step is keyword mapping. Which is matching each target keyword to the page (or theoretical page) you’ll target it on—i.e., the target URL.

That way, you can ensure there’s an optimized page for each search term. A highly relevant result for every customer query.

To do mapping effectively, look at the SERP to see what kinds of pages are ranking well for each target keyword.

Search for each one in the Keyword Overview tool and scroll to “SERP Analysis.”

Here are the results for “mobile tire repair Philadelphia”:
As you continue your keyword mapping, it’s normal to come across keywords that share a target URL.

Like “brake pad replacement” and “brake pads fitted.”

This means most pages will have a primary keyword (the main keyword you want to target) and secondary keywords (other relevant keywords to target).

Tip:
Read our keyword research guide to learn more about choosing primary and secondary keywords.
Use the same tag or target URL name to group them.

Once you finish keyword mapping, view keywords by target URL.

And put together a plan for each:

If the target URL already exists, use on-page SEO best practices to optimize for target keywords.

Bonus Tip Optimize Your Google Business Profile

Don’t just optimize your website for local keywords. Optimize your Google Business Profile (GBP), too.

Google uses your GBP in the local pack.
Adding local keywords to your business description can help Google match your GBP to relevant queries. Which can mean more eyes on your business.
Local keyword research can help you select business categories, too. (Another factor that can affect your local rankings.)
But you should only choose categories that are specific and representative. Adding extras for SEO purposes is against Google’s guidelines.

Tip:

There’s a lot more you can do to improve your GBP. Check out our Google Business Profile guide for tips on making it rank higher and drive more business.

How to Handle Multiple Locations

If you have multiple business locations, do local SEO keyword research for each of them.

(People search differently in different locations. And Google displays different results. So, if you just swap out the location names in your keywords, you could miss out on valuable SEO opportunities.)

Once you have location-specific keywords, map them to individual location pages (pages that are optimized for each location). That way, you can target your keywords more explicitly.

For example, let’s look at Fat Hippo, a burger restaurant chain in the U.K.

Its Newcastle location page (fathippo.co.uk/locations/newcastle) targets keywords like “best burgers in Newcastle.”

These location pages also provide highly relevant information to searchers in each area. Which should help the restaurant score more customers.

Here are some of the unique elements on each location page:

• Restaurant photo
• List of amenities
• Contact details
• Social media links
• Opening hours
• Location description
• FAQs

Important note: Don’t use boilerplate content for location pages and only change the location name throughout. This is an example of a “doorway page” meant to manipulate search rankings and funnel users to one primary page. And it’s against Google’s guidelines.

Fat Hippo has a Google Business Profile for each location, too. This can help their rankings in the local pack and Google Maps. And ensure users get the most relevant information.

How to Track Your Local Keyword Rankings

Tracking your local keyword rankings shows whether your local SEO efforts are paying off.

In other words, are you ranking for new keywords? Are your current keywords improving?

It’s also a good idea to watch out for any ranking drops so you can take action straight away.

Here’s how to keep tabs on your local rankings in Google Search and Maps:

Track Your Google Search Rankings

You can track your Google Search rankings with Semrush’s Position Tracking tool.

It shows where you appear in the organic results. And whether you appear in the local pack (as well as other SERP features).

To get started, enter your domain and click “Set up tracking.”

If you have multiple locations, set up tracking for each location URL:

Otherwise, go ahead and complete the page. It’s a good idea to:

• Set the “Device” to “Mobile” to track mobile rankings
• Set the “Location” to track rankings by searcher location (choose your target audience’s location)
• Enter your business name (exactly as it appears in the local pack) to track local pack rankings

Once you’re done, click “Continue To Keywords.”

Export your local keywords from Keyword Manager or your spreadsheet as a CSV file. Then use the “Import from” button to add them here.

Once you’re ready, click “Add keywords to campaign” and “Start Tracking.”

The “Rankings Overview” tab displays your current and previous ranking for each keyword (based on the time range selected).

The “SERP Features” column shows whether the keyword triggers a local pack. And if so, whether your business appears in it.

Tip:

Triggers alert you about important movements. Like when a keyword you rank for enters or leaves the top three search results. To set up your own, click the gear icon then “Triggers” and “Add new trigger.”

Track Your Google Maps Rankings

Use Semrush’s Listing Management tool to track your rankings in Google Local Finder (which appears when you expand the local pack).
Go through the checkout and get to the “Edit Location” page.

Where you should complete the following details (at least):

• Brand name
• Categories
• Phone number

And your full business address. (Make sure the “Map marker” is correctly placed.)

Click “Save changes” once you’re done.
Next, go to the “Local Rankings” tab. There, you will monitor Local Finder rankings.
Then look at “Your Local Finder Position” for each keyword and ZIP code combination.

(Your business’s ZIP code is already filled in. But you can add one or two others.)
Tip:
If you don’t need the Heatmap and other premium features, the “Basic” subscription could be a better fit. Read our Listing Management guide to learn more about the tools available.