How to Do Local Keyword Research: A Simple Guide 2025

What Is Local SEO Keyword Research?

Local SEO keyword research is the process of identifying and targeting search terms that local customers are using to find products or services in a specific geographic area. Unlike general SEO, which targets a broad or national audience, local SEO focuses on optimizing for city-, neighborhood-, or region-specific searches, helping businesses appear in local search results such as Google’s Local Pack, Google Maps, and organic listings.

For example, instead of optimizing for “coffee shop,” a local business would benefit more from targeting “coffee shop in Brooklyn” or “best coffee shop near Times Square.” These location-based keywords help small businesses connect with nearby consumers who are more likely to convert into paying customers.

Why Is Local SEO Important?

In an increasingly competitive digital landscape, local SEO is no longer optional—it’s essential. Here’s why every small and local business should prioritize it:

1. Increased Visibility

When users search for services or products “near me” or include a location in their query, search engines display local results. Optimizing for local keywords increases your chances of appearing in these high-visibility spots, such as Google’s Local Pack.

2. Attracting Local Customers

Local SEO ensures your business shows up when nearby customers are actively searching for what you offer. These searchers often have high intent and are ready to make a purchase, schedule a service, or visit a physical location.

3. Building Trust and Loyalty

Being consistently present in local search results builds credibility with your audience. People trust businesses they see repeatedly and are more likely to choose familiar names. This presence can foster long-term relationships and repeat business.

4. Competitive Advantage

Many local businesses still don’t fully leverage local SEO. By conducting thorough keyword research and implementing it effectively, you can outrank competitors who are missing out on this opportunity.

5. Cost-Effective Marketing

Unlike paid ads that require ongoing investment, local SEO provides sustainable visibility over time. Once your pages are optimized for the right keywords, they can attract consistent traffic without a large advertising budget.

How to Do Local Keyword Research

Conducting effective local keyword research is a step-by-step process that blends SEO basics with location-based targeting. Here’s how to do it:

1. Find Your Industry Keywords

Start by identifying core keywords related to your business, products, or services. If you’re a plumber, for instance, your foundational keywords could include “emergency plumbing,” “pipe repair,” or “drain cleaning.”

2. Use Keyword Modifiers

Keyword modifiers add more specificity and align better with what users are searching. Examples include:

“Best”
“Affordable”
“24/7”
“Near me”

So instead of just “electrician,” you get “24/7 electrician” or “affordable electrician near me.”

3. Add Your Location Terms

Integrate geographic qualifiers like city, neighborhood, or service area. Combine them with your service keywords:

“Wedding photographer in Austin”
“Auto repair shop Los Angeles”
“Yoga studio in downtown Chicago”

These long-tail local keywords target more qualified leads.

4. Consider Search Intent

Make sure the keywords you target align with what the user is trying to accomplish. Are they looking for information (blog post), wanting to buy (product page), or comparing services (service page)? Matching content to intent increases relevance and conversions.

5. Using Competitors for Your Local Keyword Research

Analyze what local keywords your competitors are ranking for using SEO tools. This can uncover keyword gaps and opportunities for your own business. Look at their titles, meta descriptions, URLs, and content structure for ideas.

The Best Local SEO Keyword Research Tools

To perform high-quality keyword research, leverage tools that provide both keyword data and local insights. Here are the top tools recommended for small business owners:

1. Google Keyword Planner

Ideal for discovering search volume and keyword suggestions based on your services and location. It’s free and integrates well with Google Ads.

2. SEMrush

This premium tool provides detailed insights into local keyword performance, competitor analysis, and search intent. It’s great for businesses ready to invest in robust SEO data.

3. BrightLocal

Specifically built for local SEO, BrightLocal offers citation tracking, local rank tracking, and detailed location-based keyword reports.

4. Ahrefs

Known for its powerful backlink analysis, Ahrefs also offers keyword tools that help track local keyword rankings and discover competitor strategies.

5. Google Trends

Shows you how search interest in keywords changes over time and by region. Use it to validate the popularity of location-based terms before targeting them.

6. Google Search Console

This free tool lets you see what keywords your site is already ranking for and how users are interacting with your site in search results. It’s great for identifying new keyword opportunities.

Conclusion

Local SEO keyword research is the foundation of a successful local search strategy. For small and local businesses, targeting the right location-specific keywords can mean the difference between getting lost in search results or becoming a go-to provider in your area. By understanding what your local customers are searching for—and using tools and strategies to align with those needs—you can increase visibility, build trust, and grow your customer base cost-effectively.

Start by identifying your industry keywords, add local modifiers, study competitors, and use the right tools to refine your strategy. With consistent effort, local SEO can deliver long-term value for your business.

How to Do Local Keyword Research (Step by Step Guide)