The Ultimate Guide to Local SEO Keyword Research

Local SEO keyword research is more than a buzzword. It’s a critical strategy that helps your business appear in local search results, connect with nearby customers, and ultimately drive more revenue.

By targeting keywords that include specific locations—like city names or neighborhoods—you signal to search engines that your business is relevant to local searchers.

For example, if you’re a real estate agency, targeting terms like “homes for sale in [City]” or “best real estate agents in [City]” helps you attract prospects who are actively looking for property services in your area.

This guide is designed to help you understand the process from start to finish and give you actionable steps that even beginners can follow.

Understanding the Local Customer Journey

Before you start researching keywords, it’s essential to understand your local customers and their journey. This means knowing what they search for at different stages of the buying cycle and what problems they need to solve.

Brainstorming Customer Needs

Begin by brainstorming the questions and phrases your potential customers might use. Think about what they might be curious about, their pain points, and the solutions they seek. For example, if you’re in the real estate niche, your potential customers might ask:

Home Buyers:
- “What are the best neighborhoods in [City] for families?”
- “How do I find affordable homes for sale in [City]?”
Home Sellers:
- “How can I sell my home fast in [City]?”
- “What do I need to prepare before selling my house in [City]?”
Investors:
- “Where can I find commercial properties in [City]?”
- “What are the latest real estate market trends in [City]?”

Write down every phrase that comes to mind. This list will serve as the starting point for your keyword research.

Mapping the Customer Journey

Once you have a list of potential queries, map them out along the customer journey. Typically, the journey is broken into three stages:

Awareness Stage:
At this stage, potential customers are just beginning to search for solutions. They might use broad search terms.
Example: “real estate market trends in [City].”
Consideration Stage:
Customers are comparing options and looking for detailed information.
Example: “best real estate agents in [City].”
Decision Stage:
They’re ready to make a decision or contact a service.
Example: “book a consultation with a real estate agent in [City].”

Mapping the journey helps you identify which keywords fit where. This will also guide your content creation strategy later on.

Why Local SEO Keyword Research Matters

Local SEO keyword research is critical because it helps you:

Target High-Intent Searches:
Local keywords attract customers who are ready to buy or hire services. For instance, someone searching “homes for sale in [City]” is more likely to convert than someone searching a generic term.
Improve Visibility:
When your website appears for local searches, you stand out in your community and build trust with local consumers.
Beat the Competition:
By focusing on niche, location-specific keywords, you can often out-rank larger competitors who target more generic terms.
Increase Conversion Rates:
Localized content resonates better with your audience, leading to higher engagement and conversion rates.

Step-by-Step Local SEO Keyword Research Process

Now, let’s break down the process into actionable steps. We’ll cover brainstorming, using top keyword research tools, and grouping keywords for a coherent strategy.

Step 1: Brainstorming and Ideation

Start by taking your list of potential keywords from the brainstorming session. At this stage, focus on quantity. Write down every phrase that your customers might use—even if it sounds basic or repetitive.

For instance, a real estate agency might consider:

“Homes for sale in [City]”
“Affordable real estate in [City]”
“Luxury apartments in [City]”
“How to sell my home fast in [City]”
“Best real estate agents in [City]”
“First-time home buyer tips in [City]”

Remember, you’re not aiming for perfection yet. The goal is to capture all ideas. Later, you’ll refine and narrow down the list.

Step 2: Using Google Keyword Planner

Google Keyword Planner is a free tool that provides valuable insights into search volume, competition, and keyword ideas.

Access the Tool:
Log into your Google Ads account and navigate to Keyword Planner.
Enter Seed Keywords:
Start with a few of your brainstormed ideas. For example, type “homes for sale in [City].”
Review the Suggestions:
The tool will generate related keywords along with data on average monthly searches and competition levels. You might see variations such as “new homes for sale in [City]” or “affordable homes in [City].”
Refine Your List:
Identify keywords with good search volume and relatively low competition. Long-tail keywords, which are more specific phrases, are often easier to rank for.
Example: Instead of “real estate in [City],” consider “best real estate agents for first-time buyers in [City].”
Export Your Data:
Save your keyword ideas for further analysis. This exported list is your initial dataset for further refinement.

Step 3: Diving Deep with Ahrefs

Ahrefs offers detailed insights into keyword metrics and competitor strategies.

Enter Your Keywords:
Use Ahrefs’ Keyword Explorer to input one of your refined keywords, such as “real estate agents in [City].”
Analyze Key Metrics:
Examine the search volume, keyword difficulty (KD) score, and click-through rate. Ahrefs gives you a numerical score to assess how challenging it is to rank for that keyword.
Explore Competitor Data:
Look at which keywords your competitors are ranking for. Ahrefs allows you to see the top pages ranking for your chosen terms. This can reveal additional long-tail variations you might have missed.
Example: You might find “top-rated real estate agents in [City]” as a competitor keyword.
Save Your Findings:
Add promising keywords to your Ahrefs list. These refined keywords are now part of your master list for grouping.

Step 4: Leveraging SEMrush

SEMrush provides complementary data and can suggest even more keyword variations.

Keyword Overview:
Input a keyword like “luxury real estate [City]” into SEMrush’s Keyword Overview tool.
Examine Trends and Difficulty:
SEMrush offers trend data and keyword difficulty scores that help you understand seasonal trends or shifts in search behavior.
Review Related Keywords:
SEMrush will display related keywords that you might not have considered. For example, “high-end condos in [City]” or “exclusive real estate listings in [City].”
Competitive Analysis:
Look at the top competitors for these keywords. Identify any gaps in their strategy that you can leverage.
Export and Save:
Once you’ve collected a robust set of keywords from SEMrush, export your findings and integrate them with your other lists.

Grouping Keywords for Topical Authority

After gathering your keywords, it’s time to organize them into clusters. Grouping helps you create a cohesive content strategy and build authority around specific topics.

Creating Keyword Clusters

Keyword clusters are groups of related keywords that share a common theme. For example, if you’re running a real estate agency, you might create clusters such as:

Residential Sales Cluster:
- “Homes for sale in [City]”
- “Affordable homes in [City]”
- “New residential listings in [City]”
Agent Services Cluster:
- “Best real estate agents in [City]”
- “Top real estate agencies in [City]”
- “Real estate broker services in [City]”
Luxury Properties Cluster:
- “Luxury real estate [City]”
- “High-end homes in [City]”
- “Exclusive condos in [City]”
Selling Services Cluster:
- “How to sell my home fast in [City]”
- “Home staging services in [City]”
- “Real estate selling tips in [City]”

To create clusters:

Identify Common Themes:
Look for keywords that naturally group together by topic or intent.
Group by Search Intent:
Separate keywords based on whether they target buyers, sellers, or investors.
Prioritize Based on Business Goals:
Focus on clusters that align with your agency’s strengths and market focus.

Building a Content Strategy Around Clusters

Once your keywords are grouped, develop a content strategy that targets each cluster:

Pillar Pages:
Create comprehensive pages that act as the main resource for each cluster.
Example: A pillar page titled “Residential Real Estate in [City]: A Complete Guide” can cover all aspects of buying or selling homes.
Supporting Blog Posts:
Write in-depth blog posts that focus on specific keywords within the cluster.
Example: A blog post titled “Top 5 Tips for First-Time Home Buyers in [City]” supports the residential cluster.
Internal Linking:
Link related content to each other. This not only helps users navigate your site but also strengthens your topical authority.
Regular Updates:
Keep your content fresh by updating it with new insights, market data, and local trends.

Real-World Example: Real Estate Agency Keyword Research

Let’s put theory into practice with a real estate agency example. Imagine you own “CityView Realty,” a real estate agency serving a major city. Here’s how you might conduct local SEO keyword research for your business.

Brainstorming for a Real Estate Agency

Begin with brainstorming sessions. Write down every phrase your potential clients might use. For CityView Realty, your initial list might include:

“Homes for sale in [City]”
“Best real estate agents in [City]”
“Affordable apartments in [City]”
“Luxury real estate [City]”
“How to sell my home fast in [City]”
“First-time home buyer tips [City]”
“Commercial properties in [City]”

At this stage, do not worry about filtering. The goal is to capture as many ideas as possible using everyday language.

Validating Ideas with Tools

Next, take these ideas into your chosen keyword research tools.

Using Google Keyword Planner

Input Seed Keywords:
Start with “homes for sale in [City].”
Review Suggestions:
Check for related phrases like “affordable homes for sale in [City]” or “new listings in [City].”
Assess Data:
Note the search volume and competition. Choose keywords that have good search volume and are not overly competitive.
Export the Data:
Save your refined list for further analysis.

Using Ahrefs

Enter a Keyword:
Use Ahrefs Keyword Explorer to input “best real estate agents in [City].”
Analyze Metrics:
Look at the keyword difficulty, search volume, and click-through potential.
Explore Variations:
Discover long-tail variations such as “top real estate agents for first-time buyers in [City].”
Compile Your Findings:
Add these to your keyword list.

Using SEMrush

Keyword Overview:
Enter a keyword like “luxury real estate [City]” in SEMrush.
Examine Related Keywords:
Check for suggestions like “high-end homes in [City]” or “exclusive condos in [City].”
Review Competitor Strategies:
See which keywords your competitors rank for and identify any gaps.
Save and Export:
Consolidate these insights into your master list.

Grouping and Prioritizing Keywords

After gathering data from multiple tools, organize your keywords into clusters. For CityView Realty, you might end up with clusters like:

Residential Sales Cluster:
- “homes for sale in [City]”
- “affordable homes in [City]”
- “new residential listings in [City]”
Agent Services Cluster:
- “best real estate agents in [City]”
- “top real estate agencies in [City]”
Luxury Properties Cluster:
- “luxury real estate [City]”
- “high-end homes in [City]”
Selling Services Cluster:
- “how to sell my home fast in [City]”
- “home staging services in [City]”

Implementing Local Keywords on Your Website

Once your keywords are grouped and prioritized, it’s time to implement them across your website and online profiles.

On-Page SEO Strategies

Homepage Optimization:
- Title and Meta Description:
  Include key local keywords.
  Example: “CityView Realty – Expert Real Estate Agents in [City].”
- Header Tags:
  Use H1 tags to emphasize primary local keywords.
  Example: “Homes for Sale in [City]” or “Top Real Estate Services in [City].”
- Body Content:
  Naturally incorporate your keywords into your content. Focus on providing value and answering customer questions.
Dedicated Landing Pages:
- Service Pages:
  Create pages dedicated to specific services (e.g., residential sales, luxury properties, commercial listings).
  Each page should target a specific keyword cluster.
- Location Pages:
  If your business covers multiple areas, create separate pages for each neighborhood or region.
- Internal Linking:
  Link between pages and blog posts to help distribute authority and improve user navigation.

Using Google Business Profile Effectively

Complete Your Profile:
Ensure your Google Business Profile is fully optimized with accurate NAP details, service descriptions, and local keywords.
Regular Updates:
Post local news, blog updates, and special offers to keep your profile active.
Consistent Branding:
The information on your website and Google Business Profile should match, reinforcing your local presence.

Measuring and Refining Your Local SEO Strategy

After implementing your keywords, continuous monitoring is key to success.

Key Metrics to Monitor

Search Rankings:
Use tools like Google Search Console, Ahrefs, or SEMrush to track where your pages rank for target keywords.
Website Traffic:
Google Analytics helps you see how much local traffic you receive.
Conversion Rates:
Track how many visitors contact you, fill out inquiry forms, or call your business.
User Engagement:
Monitor bounce rates, average session duration, and page views to understand how users interact with your content.

Adjusting Your Strategy

Regular Reviews:
Conduct monthly or quarterly audits of your keyword performance.
Content Updates:
Refresh your landing pages, blog posts, and Google Business Profile based on seasonal trends or market changes.
Expand Keyword Clusters:
As you build authority, consider adding new keywords and content to cover emerging topics.

When to Seek Professional Help

Local SEO keyword research and implementation can be complex. If you feel overwhelmed or are not seeing the desired results, it might be time to seek expert assistance.

Signs You Need Professional Support

Technical Roadblocks:
Issues with site speed, mobile optimization, or technical SEO can hinder progress.
Complex Data Analysis:
Managing large keyword datasets and competitor analysis may require advanced tools and expertise.
Time Constraints:
Running a business leaves little time to focus on SEO details.
Stagnant Rankings:
If you’ve been working on SEO for months without significant improvement, a fresh strategy from professionals might be needed.

Professional SEO agencies, such as SEO For Business Growth, can provide tailored solutions that save time and drive better results.

Conclusion and Next Steps

Local SEO keyword research is essential for any business aiming to capture local customers.

By understanding the customer journey, brainstorming relevant keywords, and using tools like Google Keyword Planner, Ahrefs, and SEMrush, you can build a comprehensive list of local keywords.

Grouping these keywords into clusters allows you to create a targeted content strategy that builds topical authority and improves your online visibility.

Recap of the Process

Understand Your Customers:
Map out the local customer journey and identify their needs.
Brainstorm Ideas:
Write down every possible keyword phrase that your local audience might use.
Validate with Tools:
Use Google Keyword Planner, Ahrefs, and SEMrush to refine and expand your keyword list.
Group Keywords:
Organize your keywords into clusters based on topics and customer intent.
Implement on Your Website:
Optimize your homepage, landing pages, and content with the chosen keywords.
Monitor and Adjust:
Track your performance with analytics tools and refine your strategy as needed.

Your Action Plan

Start Today:
Dedicate time to brainstorming local keywords and mapping your customer journey.
Use the Right Tools:
Begin with free tools like Google Keyword Planner, then move on to advanced tools like Ahrefs and SEMrush.
Group and Strategize:
Organize your keywords into clusters and plan your content around them.
Implement Consistently:
Update your website, landing pages, and Google Business Profile with your targeted keywords.
Review and Improve:
Monitor your performance and adjust your strategy to stay ahead of the competition.

Local SEO is an ongoing process that requires continuous effort and adaptation. Every update you make brings you closer to dominating local search results and attracting high-quality leads. If you need a helping hand along the way, consider partnering with professionals. SEO For Business Growth specializes in local SEO and can tailor strategies to fit your business needs. Their expert guidance can help you save time, overcome technical challenges, and achieve sustainable growth in your local market.