How Do I Find the Best Local Keywords for My Website?

A recent local SEO statistics report in Australia has identified some notable developments in today’s consumer behaviour.

For instance, did you know that 97% of Australian consumers go online to look for new local businesses? Or that 63% of Aussie shoppers will not visit or buy from a store they cannot find online?

These figures clearly stress the power of local SEO and the importance of finding the best local keywords for your website.

With these strategies, you can make it easier for potential customers to find you before your strongest competitors get their attention.

However, choosing the right local keywords that drive traffic and sales to your business can be challenging. Without the local keyword research know-how, there’s a higher risk of wasting valuable resources.

And so, in this blog post, we’ll highlight the steps and tools you need to effectively find and implement the local keywords your business website needs.

What is a Local Keyword?

Before finding the best local keywords for your website, let’s discuss some important concepts first.

For example, what are local keywords, and how are they different from the regular keywords we use for optimisation? Also, why does keyword research matter?

Keywords are terms or phrases used to define your web content. In the digital world, these are the words that online users type in the search bar to find the information they need.

So, if you are in the service business industry, keywords like “chiropractic clinic”, “plumbing company”, or “law firm office” are some examples.

On the other hand, local keywords have geolocation tags like city, state, or country names. If we use our previous examples, local keywords should now be “chiropractic clinic Melbourne”, “plumbing company NSW”, or “law firm office near me”.

Online users use these geo-tagged keywords to filter results and focus on products or services nearby.

And this is what local keyword research is about – figuring out what specific terms or phrases your potential customers use to find your local business.

But wouldn’t local keyword research make your customer base smaller? That’s true.

However, non-local, broader keywords lower the success rate for small business owners due to competition.

Specific and well-targeted local keywords help you reach the people who need your product or service. Aside from their high search intent, they are often conversion or purchase-ready.

With local SEO keyword research, you’ll be investing in efforts that deliver results.

How to Do Local Keyword Research

Finding the best local keywords for your website is a process that takes some work. But it should be easier once you’ve figured it all out.

The first step is to know that local keyword research involves three search query components. And these include the core term, the keyword modifier, and your geographic location.

Here’s how to identify and put them together for your keyword research.

1. Identify your core terms by defining your business type, products, and services.

Gather your team, spend time brainstorming, and define your business and its products or services.

For instance, if you are a plumbing service company, your core term list would likely include “declogging”, “leak repair”, and “repiping”.

Let your employees pitch in their ideas. Then, using the terms on your list, do some Google searches and add the keywords your competitors are using.

2. Make your core term list more specific by adding keyword modifiers.

Keyword modifiers are words you add to your core terms to make them diverse and less competitive.

For instance, using our previous plumbing core keywords, your list will now include “drainage declogging”, “roof leak repair”, and “repiping specialist”.

Keyword research tools can also help you accomplish this step. To use one, enter one of your core terms, then let the tool generate a list of relevant keywords with modifiers.

You can also use Google Trends to identify the top queries about your business niche or industry.

One of the advantages of using a tool here is that you can filter the list further based on keyword difficulty. This feature helps you identify exactly which terms are less competitive and can help you rank.

We’ll discuss more about local keyword research tools in a later section.

3. Add the location component to your core terms with keyword modifiers.

Geographic location refers to the town, city, state, or country of your local business. Continuing with our plumbing example, let’s say your service company operates in Melbourne.

In that case, your final local keyword would be “drainage declogging Melbourne”.

You can also incorporate specific neighbourhoods or inner suburbs, such as “roof leak repair Carlton” or “repiping specialist in Parkville”.

You can screen your options further through Google Analytics. With this tool, you’ll see which locations have the most clicks.

Another technique is to make a Google search of your location-based keyword, then check the People Also Ask and Related Searches sections. Both should help you fine-tune your keyword list for optimum results.

4. Use your local keywords.

After finding the best local keywords, the last step is to add them to your content strategy. Here are some areas where they would be of great use:

• Core navigation pages. These include your home, contact, about us, and product or service pages. You can seamlessly add your keywords into the headings and body.
• Blog page. Add location-specific keywords to your posts, articles, or event announcements. Publish localised content that targets the unique interest or need of your audience.
• Location-specific pages. If your business operates in multiple locations, consider creating individual service pages. Mentioning particular town names or areas on these pages should help customers find you easily.
• Business listings. Claim your local listings on platforms like Google Business Profile (Google My Business) and other industry-specific directories. Check that your name, address, and phone number (NAP) details are correct and accurate. And don’t forget to optimise them with location-specific keywords and images.
• Social media channels. Optimise your business profile in every social media platform your business is using. Add your local keywords to captions or posts whenever relevant.

Whichever type of content you work on, remember to also add your keywords into the meta title and description, page title, image alt tags, and other relevant fields.

But how often should you conduct a local keyword search? It depends on your business type or industry.

In most cases, you’ll need to do it once a year. On the other hand, businesses with constantly changing policies or products may need to do it more often.

Exploring Local Keyword Research Tools

Finding the best local keywords for your website is not restricted to the core term-modifier-location formula.

You can expand your keyword options by identifying distinct locations and unique term pairings or combinations. And this task would be easier with the help of keyword research tools.

Some free local keyword tools to consider are:

• Google Keyword Planner. Advertisers using PPC keywords often use this tool. But you can still use it to find industry-related keywords or gain search volume insights. It also lets you filter keyword results based on location. However, setting up an account and entering personal information are needed for access.
• Ubersuggest. Neil Patel created this tool, and it has free and paid versions. However, the free version only allows a limited number of keyword searches daily.
• Answer the Public. This one is excellent for brainstorming content ideas or titles based on your keyword. It presents results in question form, which you can use for content building. It doesn’t show the actual search volume, though.

You may also consider some paid local keyword tools such as:

• Ahrefs. While expensive, this tool is well-known for its accuracy as it works with a massive database. Aside from keywords, it provides in-depth data, including difficulty scores and SERP overview.
• SEMrush. This one is slightly more affordable than Ahrefs. It is also the more comprehensive and practical option for local SEO since it can trim your keyword search to specific locations.
• KWFinder. Long-tail keyword searching is the strength of this tool, which is excellent for local optimisation. You can also filter your results to hyperlocal levels.

Each tool has its pros and cons. So, if possible, consider using a combination of keyword tools. Experiment with the data you get and see which one gives you the best results.

Checking Local Search Volume and Using Google Maps

Finding the best local keywords for your website is not about using every term or phrase you find.

You need to evaluate the results and select the most valuable ones that will reel in traffic and, eventually, boost conversion rates.

And two crucial concepts can help you do this. One is understanding local search volume, and the other is knowing how to use Google Maps.

Local search volume

Local search volume is a metric that tells you how many times users search for a keyword within a specific timeframe, usually per month.

It’s a vital factor to consider as this gives you a clue as to how competitive a keyword is and whether it can help you attract visitors to your website.

And your goal is to pick keywords with a “good search volume”. Some say that a search volume of 100 to 1000 is good enough to drive organic traffic.

However, we cannot consider this a standard given that factors like industry type, business size, seasonality, or competition level affect it.

What you can do is incorporate balance when finding the best local keywords based on search volume. Assess your business industry and the specificity of your keywords to make practical choices.

These tips may also help:

• Utilise keyword research tools to generate keyword search volume and competitiveness data.
• Check keyword difficulty scores using tools as well. Go for keywords with attainable difficulty but high relevance to your business.
• Prioritise long-tail keywords that may have lower search volumes but still have the potential to attract traffic.

Google Maps

Google Maps may not be a keyword research tool. However, this platform is a treasure trove for location-specific keyword ideas with good potential.

After all, top-ranking businesses must have the ideal keyword variations to make them highly visible on Google Maps.

Here are some ideas:

• Check relevant business names that are doing well in Google Maps. Go to Google Maps, then type in a local-based keyword. For example, we searched for “residential cleaning Carlton” and noted cleaning terms on their business names. Now, keyword stuffing on your company name is against Google’s guidelines. But you can still use them to optimise your website, business listing, or review responses.
• Read reviews for customer-generated keywords. Using the same top-ranking businesses, we checked their review section and found similar cleaning terms customers use in their feedback narrative. Reading reviews can show you how competitors stack up. But it can also give ideas on how to change up some of your keywords or phrases in a way users and Google understand them.

How to Monitor Your Local Keyword Rankings

After creating your keyword list, finding the best local keywords, and using them on your web pages, the next step is to ensure your strategy works.

Here are the steps to monitor your local keyword performance.

1. Set up your preferred tracking tools and analytics.

Being accurate and objective is essential when measuring your optimisation efforts. And using the appropriate keyword ranking tools can help you with this.

For example, you can set up Google Search Console to know how your website is doing in the search results and which keywords drive traffic.

Installing Google Analytics is another way to do it. This tool provides detailed data on keyword performance, user behaviour, and conversion rates.

It also measures your increase in organic and overall traffic — an excellent indicator of a working keyword strategy.

Also, other local SEO tracking tools like SEMRush have specialised features for tracking your local keyword performance on multiple search engines.

Aside from monitoring keyword rankings, some can track your local search visibility and provide helpful insights to outperform competitors.

2. Analyse the results and apply data-driven adjustments.

Next, focus on the features or metrics of your chosen tool that can give you clues on which keywords are worth retaining or need improvement.

For instance, generate keyword ranking and organic search data reports using your tool. Then, identify which keywords are driving traffic or converting customers.

You can also use the conversion tracking feature of Google Analytics. This feature lets you assess keywords based on their ability to boost phone calls, encourage form submissions, or increase online purchases.

Analysing engagement data using your tool is another handy technique. Check which local-based keywords are causing increased bounce rates or extended web time.

After your assessment, spend time fine-tuning your keyword strategy. Enhance underperforming keywords through better content or on-page optimisation.

3. Continue looking for new keyword opportunities.

Tools are not your only sources for finding the best local keywords. Online users and customers can give keyword ideas, too.

So, consider casting a wider net and making keyword research an ongoing process.

Conduct a search term analysis, and spot new word patterns or long-tail variations users type in to look for your website.

Check user-generated content like social media comments or reviews, too. Your followers or customers may be using unique keywords that you can incorporate into your strategy.

Also, keep yourself updated with the latest trends or events that influence consumer behaviour and generate new keyword opportunities for your business.

With these easy steps, you can continuously improve your keyword strategy, drive traffic and conversions, and stay ahead in the local search landscape.

How to Discover the Keywords Your Website is Ranking For

We’ve already provided the general steps for monitoring your keyword rankings.

However, we think it’s best to discuss this more in detail and zoom in on two primary tools: Google Search Console and Google Analytics.

Google Search Console

Here are the steps when using Google Search Console:

1. Go to Google Search Console. Click on Performance to display a graph and table summarising your website performance on the search results.
2. Focus on the table below and click Queries. The first column should show a list of keywords your website (entire domain) ranks for.
3. Check the Position column to see the exact ranking numbers. You can toggle on this column to arrange results from lowest to highest rankings.
4. Click on Pages (beside the Queries tab). The table should now display the specific top pages of your website sorted by clicks. Click on one URL from the list to focus on the keyword rankings on one webpage.

Google Analytics

Here are the steps when using Google Analytics:

1. Connect your Google Search Console and Google Analytics accounts. Start by logging in to Google Analytics. Click Admin, then select Property Settings.
2. Scroll down and click on the Adjust Search Console button. You’ll then see the Search Console Settings screen. Click Edit to reach the Enable Search Console Data in Google Analytics page. Then, click Add a Site to Search Console, and follow the remaining steps to complete the connecting process.
3. Start your keyword analysis. After linking your two Google accounts, you should now be able to view your keyword rankings through Google Analytics. From the Home screen, click Acquisition, Search Console, then Queries.
4. Check and analyse the table data. After clicking Queries, you’ll see a familiar table of keywords your website ranks for, the number of clicks, and their average position.

You can learn more about keyword data interpretation from either Search Console or Analytics report on this Google support page.

Conclusion

Keyword research is an integral component of an SEO campaign, more so with local optimisation. This technique lets you find the best local keywords that deliver traffic, leads, and conversions.

Doing this step is a big help to the Australian service-based industry, particularly start-ups and small business operators.

That’s because, when done right, keywords can give them the leverage to top local searches and boost online visibility. It is also one way to level the playing field and tone down the competition.

More importantly, keyword research keeps your local SEO efforts on the right track, ensuring you will not waste valuable business resources.

So, don’t hesitate to take on the local keyword-hunting task! While it is a challenging process, it is also significantly rewarding.

The tips, steps, and tool suggestions cited in this article should help you start your keyword journey right.

Alternatively, you can also take your local optimisation efforts to the next level and partner with an expert SEO agency.

When you’re ready, call us at 03 9043 4444 (or email us at hello@infiniteace.com) and let’s work on your keyword rankings and boost the number of enquiries to your business.