How do I Find Local SEO Keywords for My Business?

You’ve probably heard the saying, “If you build it, they will come.” It’s a great quote, but when it comes to online success, it’s not always true—especially for local businesses.

Just having a website doesn’t mean customers will magically show up. In fact, studies show that 21% of businesses struggle to get enough website traffic, which makes it tough to build a strong online presence.

To make things trickier, many people think Google favors big brands. And honestly, there’s some truth to that. Well-known names are trusted more, so people are more likely to click on their links—even if their content isn’t the best. But here’s the good news: high-quality content still has a chance to shine. Google’s algorithms now focus more on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This means content that’s helpful, expert-level, and genuinely valuable is more likely to rank well.

Now, don’t get me wrong—big brands do have an edge because they’re searched for more often. But that doesn’t mean your local business website can’t compete.

The secret? Mastering local SEO and creating a smart strategy. That’s exactly what I’ll walk you through today so you can start attracting local customers and growing your business online.

Why Is Local SEO Important?

Local SEO is incredibly important because it helps small businesses connect with people searching for products or services nearby.

Let’s say you run a home repair business. You’d want to reach people in your area who need repairs, right? That’s where local keyword research comes in—it focuses on attracting customers who are already interested in what you offer.

When done right, local SEO can:

• Bring in more leads and sales.
• Help your website rank higher in local search results, driving more traffic.
• Make it easy for people to find you on mobile when they search for local businesses.
• Build trust and credibility with potential customers, especially through reviews.

Research backs this up. SOCi found that 80% of people go online multiple times a week to find local businesses, and 32% search for local businesses every single day.

The main goal of local keyword research is simple: get more leads and customers. But there’s more to it than just targeting a specific area.

For local searches, Google uses several key factors to decide rankings, including:

• The searcher’s location.
• Keywords and sentiment in online reviews.
• Your business name, address, and phone number (NAP).
• A complete and accurate Google Business Profile.
• Your star rating on Google Maps.
• Interest on social media.

To improve your local SEO, Google recommends:

1. Verify your location to boost visibility in local searches.
2. Keep your hours updated, especially during holidays, so customers know when you’re open.
3. Respond to reviews to show you value feedback. Positive reviews build trust, and thoughtful responses to negative reviews can turn unhappy customers into loyal ones.
4. Add photos and in-store listings to showcase your business and give customers a clearer idea of what you offer.

Google also looks at relevance, distance, and prominence (your overall web presence, shaped by things like content, backlinks, and directory listings).

Another unique part of local SEO is using location-specific keywords. For instance, if your business is in Austin, Texas, you’d want to use terms like “Austin restaurants” instead of just “restaurants.”

And don’t forget about voice search—it’s becoming a big deal. Research shows that 76% of people use voice search weekly to find local businesses, but only 18% use smart speakers for this. With digital voice assistants becoming more popular, it’s smart to start thinking about how they fit into your local SEO strategy.

How to Do Local Keyword Research

So, you know local keyword research is important, but how do you find the best keywords to use? Don’t worry—it’s easier than it sounds.

Think of keywords as the building blocks of your online presence. Each one includes three parts: a modifier, a core term, and a location. Sounds complicated? It’s not! Let’s break it down so you can use these components to boost your visibility.

1. Find Your Industry Keywords

Start by brainstorming keywords related to what you offer. For example, if you run a pet grooming business, think about terms like “pet grooming” or “dog spa.”

Need inspiration? Try these tips:

• Google your service (like “pet grooming”) and check the “related searches” section at the bottom of the page.
• Start typing your keyword into Google and see what suggestions pop up—these are popular searches.

Once you have some ideas, use tools like Ubersuggest, Google Keyword Planner, or Google Trends to see how popular those keywords are. You can also analyze your competitors’ keywords with tools like Ubersuggest to figure out which ones you might be able to rank for.

2. Use Keyword Modifiers

Modifiers help you get specific and target the right audience. For instance, if you’re writing about tires for a mechanic, don’t just target “tires.” Use modifiers like “best tires,” “winter tires,” or “all-season tires.”

Tools like Ubersuggest can help you find modifiers by showing related keywords or even highlighting what your competitors are using.

3. Add Your Location

Now it’s time to make your keywords local! Add details like your city, neighborhood, or nearby landmarks. If you’re in New York City, for example, use terms like “NYC,” “Manhattan,” or even nicknames like “The Big Apple.”

This helps search engines connect your content to people searching in your area. Use tools like Google Trends to find popular local keywords or trends.

4. Consider Search Intent

Think about why people are searching. Are they ready to buy? Looking for info? Just browsing? This is called “search intent.” Matching your keywords to what your audience needs is key.

Here are some examples of search intent:

• Navigational: “Ubersuggest login,” “San Diego Zoo careers.”
• Transactional: “Emergency electrician in San Diego available today,” “Buy hiking boots downtown San Diego.”
• Informational: “How to fix a leaky faucet,” “What’s the weather in San Diego?”
• Commercial: “Best hiking boots to buy,” “Affordable electrician in San Diego.”

By understanding what your customers are thinking, you can tailor your keywords and content to match their goals.

Learn from Competitors

Yes, you can learn a lot from your competitors’ keywords! It’s like looking at their game plan to see what works and where you can do better.

Here’s how:

• Google your keywords and see who’s ranking at the top. These are your biggest competitors.
• Analyze their content. Are they using blog posts, testimonials, or local news? Look for patterns and think about how you can make even better content.
• Check their SEO. Are they optimizing titles, meta descriptions, and headers? Have they claimed their Google Business Profile?
• Spot the gaps. Are there keywords or content formats they’re missing? Use these gaps to stand out.

For example, if you’re targeting “best coffee in Seattle,” you might notice that competitors use beautiful visuals of their coffee. To go a step further, you could highlight your unique atmosphere, baristas, or customer experience with high-quality photos and videos.

Also, check out their Google Business Profile. Positive reviews and great photos can make a big difference. If you see what’s working for them, you can create a strategy to do it even better.

The Best Local SEO Keyword Research Tools

I know I’ve mentioned Ubersuggest before, but it’s worth bringing up again. It’s such a user-friendly tool that gives you keyword ideas, traffic insights, and even a look at similar websites—it’s like having an all-in-one SEO assistant!

For example, if you search for something like “digital marketing agencies California,” Ubersuggest will show you a bunch of useful data. You can also explore different options like “prepositions,” “related,” “comparisons,” or “questions” to better understand what people are searching for and their intent.

Here are a few other tools to help with your local SEO keyword research:

• Google Keyword Planner: Find competitive keywords and discover related ones.
• Moz Local: Get a free score to check your online presence and improve your local visibility.
• Serpstat: Dive into your competitors’ strategies to uncover SEO opportunities.

At the end of the day, the best way to find the right keywords for your business is to test different tools and techniques. Keep experimenting and see what works best for your unique needs.