Running a business out of a physical location does not negate the need for SEO. On the contrary, many people first find the local businesses they support through a search engine, meaning local SEO is imperative to the success of a business with a physical location. This raises the question, how do you find local keywords? One of the easiest ways is through the use of a local keyword tool, with Semrush being one of the most popular. Through the use of local keywords it is possible to greatly improve your local ranking on search engines.
How Does Keyword Research Improve Local SEO?
Local keyword research is a necessity when it comes to improving your local SEO. When potential customers use a search engine, their queries will make use of keywords specific to their geographic area. Local keyword research allows you to find out exactly what keywords are being used in these queries. Once you are aware of these keywords, you can begin including them in content on your website and in your Google Business Profile. Doing this will help search engines see that your business can provide what the searcher is looking for, improving your ranking in local search engine results. Ranking highly in local search results will greatly increase the chances of someone finding your business and patronizing it. In fact, 76% of people who search for a nearby business on their smartphones visit them within a day’s time.
Understanding Local Search Intent
Understanding local search intent means understanding exactly what it is that people are looking for. When it comes to local searches, intent usually takes one of four forms.
Commercial
If someone is making a search with commercial intent, they are looking for information in order to buy. This is your chance to make sure they find you in local search results and choose your business to make their purchase from.
Informational
A search made with informational intent means that the person making the search query is looking to learn a piece of information. When it comes to local searches, people will often be looking for info pertaining to the operation of your business, such as operating hours or payment forms accepted. Including this information in your online content helps you with local SEO when someone makes a search for something like “pizza places open now” or “pizza places that accept Apple Pay”.
Transactional
Transactional intent means someone is trying to do something. In the case of local searches, this could mean they are trying to buy something or make a reservation at a restaurant. This is why using keywords related to your products/services is so important when it comes to local SEO. For example, if you own an Italian restaurant and offer reservations, using the keyword “reservations” will help your business rank highly when someone searches “italian restaurant reservation”.
Target Relevant Keywords
It is key when implementing a local SEO strategy to utilize keywords relevant to your industry. One of the simplest ways to do this is with classic brainstorming. Think about what potential customers of your business would search for. For example if you own a hardware store keywords may be:
- Hammers
- Paint
- Snow Shovels
To find keywords, you can also make use of a keyword tool, one of the most popular being Semrush. Keyword research tools can be invaluable in helping you find keywords relevant to your industry.
Use Keyword Modifiers for Local SEO
Once you have found the relevant keywords you are going to use, it is time to add local modifiers to them. Local modifiers are words added to your keyword to ensure that people with local intent are able to find your business. For example, if you own a laundromat, one of your keywords would likely be “laundry”. Now let’s say your laundromat is in Boston. You would add local modifiers to your keyword to make it “laundry in Boston”. Do not underestimate the power of long tail keywords for local businesses. The more modifiers you add, the more specific your keyword becomes, the more likely a customer in need of your services will find your business. You will then want to make use of rank tracking for local keywords. This will allow you to see how you are ranking when people search the local keywords you are using.
Local 3 Pack for SEO
When it comes to local SEO, the local 3 pack is like the championship trophy. You’re probably very familiar with the local 3 pack, even if you don’t realize it. It’s the top 3 results on Google when you make a local search. It shows the business’s name, location, and average Google review rating.
A user can click on a business for more information or to visit their website. Getting into the local 3 pack can make a massive difference in the amount of visitors to your website and your physical location. Ranking in the local 3 pack can be extremely difficult, but with the use of quality local keywords it is more than possible.
Complete Your Google Business Profile
It is of the utmost importance that your Google Business Profile is complete. This includes adding hours of operation, address, website, services, content, and any other relevant information. Potential customers are 70% more likely to visit a business with a complete Google Business Profile. This is due to them seeing a complete profile as a sign that a business is reputable. They are not the only ones who feel this way, with Google also seeing a complete profile as a sign of reputability. A complete profile will help your business rank higher in local search results, and may even get you into the coveted local 3 pack.
Learn About Your Local Target Audience
Local keyword research can also help you in learning about your target audience. Keyword volume will tell you which relevant keywords are being searched for the most. This will also tell you how many people in your local area are searching for products or services your business can provide them, giving you an idea of the size of your customer base in the area. Additionally, through the use of keyword gap analysis you can see which keywords your competitors are successfully using. This will let you know what keywords your target audience is responding to. You can then begin implementing these keywords if you so choose.
