If you’re a local business and want to be found online, local keyword research plays an important part. It not only affects the structure of your website, but also how you talk about your business, products, and services in everyday life and marketing materials. 

Keyword research provides valuable insights into your target audience, niche, competitors, and the changing marketplace. By conducting thorough research, you'll gain a deep understanding of your potential customers, their search behaviour, problems they're trying to solve, and how your offerings can meet their needs.

Understanding search intent is essential for building a web page and establishing your website as an authoritative source. Local keyword research can help you achieve top placements in organic results and the local pack. By investing time and effort into keyword research, you can enhance your online presence and attract valuable customers.

Why is local keyword research important?

Local keyword research is essential for understanding the words and phrases that people use when searching for local businesses online. This process helps websites determine which keywords are most relevant to their objectives. In today's world, it's not just about single words, but also about phrases (known as long-tail queries) because people tend to search using multiple words. However, it's important to note that search behaviour is not static. The queries people use, the length of those queries, and the search context are constantly changing. As a result, keyword research is an ongoing and ever-evolving process.

Mobile Searches 

Mobile search dominates the internet, accounting for half of all global web traffic. Google reports that a third of mobile searches are related to location. These are known as micro-moments, when people turn to their phones for information, directions, purchases, or experiences. For local businesses, micro-moments present valuable opportunities to capture leads, make sales, and shape a positive reputation. Understanding and anticipating these moments, as well as tailoring website content to meet searchers' needs, is key to success.

But Google isn't just for online shopping. It's also a resource for finding nearby businesses. Searches for local businesses have increased by 80% year over year, with phrases like "local businesses near me" and "support local businesses" gaining popularity.

When it comes to keywords, geography matters. Whether targeting a national or regional audience, understanding the search terms used in the area is crucial for success. Seasonal trends also impact search volume. For products and services affected by the time of year, adjusting keywords and content is essential. For example, promoting a country home with a BBQ area during summer or a cosy cottage with a fireplace for Christmas breaks.

Local businesses must strategically optimise their online presence by targeting keywords and preparing content in advance to capitalise on peak search demand. Recognizing the significance of mobile search and considering localised keywords and seasonal trends can help attract more customers and achieve online success.

Understanding the customer journey and associated keywords

The customer journey refers to the overall experience a customer has while interacting with a brand. In order to better understand this journey, it can be broken down into distinct stages.

One common framework used to analyse the customer journey is the marketing funnel, also known as the conversion funnel or sales funnel. This system is designed to attract and convert customers for your business. 

The funnel consists of three main stages: the top, middle, and bottom.

• At the top of the funnel is the awareness stage, where you have the broadest audience. This is when customers first become aware of your brand and offerings. 

• The middle of the funnel represents the consideration and evaluation stage. Here, potential customers have recognised a problem or need and are actively researching solutions.

• Finally, at the bottom of the funnel is a narrower audience of highly qualified leads who are ready to make a purchase decision. These are the customers you ideally want to convert.

• The journey doesn't end with the purchase decision, however. There's also a post-purchase stage where customers may have further questions or needs related to their purchase.

In terms of keyword research, it's important to consider targeting not only search queries from past customers but also attracting potential sales and revenue from those who may have chosen a different provider.

Let's use an example for an accountant in Ashford, Kent. A potential client begins by recognising the need to do their end of year tax returns and searches for related terms such as ‘tax return’, ‘help with end of year accounts’. They then move on to gather information and evaluate alternatives, for example ‘do it yourself tax return’ or ‘accountants tax returns’. 

Finally, the client makes a decision to hire a local accountant and searches specifically for one in Ashford so they would search for terms like ‘accountant Ashford tax returns’, or ‘accountant near me tax returns’.

Where to focus

Focusing on bottom-of-the-funnel searches is common for many local businesses. This is where consumers are actively comparing local providers and deciding which provider to choose. They're looking for pricing information, reading reviews, and trying to choose the best option. These local keywords are typically transactional in nature. These searchers already know what they're looking for and where they want to find it. They are ready to buy, and it's up to you to convince them that your business is the right choice.

But should local businesses also target searches further up the funnel? The answer depends on your specific situation. Most businesses should prioritise optimising their website for high-intent, transactional terms at the bottom of the funnel before exploring other opportunities.

Think about these examples. Informational queries, such as "how to massage your back like an osteopath" or "how much does a dance class cost" are part of this category. There are also commercial investigation and alternative evaluation queries, like "online vs in person dance classes" or "osteopath versus chiropractor," that fall into this group.

While gaining visibility for these types of searches might not directly lead to conversions like sales or sign-ups, it's important to provide content at all stages of the consumer's buying process. Most shoppers start their research on a search engine, so being present throughout their journey increases the likelihood of being considered when they're ready to make a purchase.

By understanding the customer journey and ensuring keyword relevance throughout this process, businesses can better align their marketing efforts and drive success

Relevant results with local keyword modifiers

When it comes to local keyword research, using the right combination of words is crucial. By incorporating core terms and keyword modifiers, you can significantly improve your search rankings and attract more local customers.

But what exactly are keyword modifiers? They are words that people add to their search queries to find the most relevant results. These modifiers can include adjectives, shopping terms, verbs, questions, and more.

For example, imagine you have a builders firm. Your core terms would be related to your services, such as roofing and construction. Now, imagine the different keyword modifiers people might use when searching for a building firm. They could search for "affordable construction experts" or "luxury building firms". By incorporating these modifiers into your content, you can better meet the needs of your potential customers.

There are various types of modifiers to consider, such as: 

• Location modifiers which target specific areas or near me searches.

• Time modifiers for example summer specials or Christmas deals.

• Buying modifiers for example, luxury options or budget options.

• Comparison modifiers which look at the most top-rated business and customer, reviews.

• Question modifiers for example, where to find? How to buy?

• Wildcard modifiers which are unique and less common keywords.

Choosing the right modifiers for your business depends on your target market and positioning. If you cater to budget-conscious customers, using luxury-related modifiers would be counterproductive. On the other hand, if you offer high-end products or services, emphasising affordability might not align with your brand image.

As a local business, location modifiers are particularly important. They help you reach customers in a specific area, such as "pizza restaurants in Wallington, Surrey" or "wheelchair-accessible pubs nearby." By incorporating these location-specific keywords into your content, you can effectively target your desired audience.

In conclusion, understanding and utilising local keyword modifiers is essential for any local business. By identifying the right modifiers and incorporating them into your content, you can enhance your visibility, attract more customers, and ultimately grow your business.

Implicit and explicit local searches

What are implicit and explicit local searches? By explicitly stating your location in your search, like "massage therapist, Highgate," Google can deliver search results specifically tailored to your area. However, even without specifying a location, Google can still recognise your desire for local results when searching for services like petrol stations, plumbers, doctors, or restaurants. While Google often shows local results without a location modifier, it's crucial to include these modifiers in your keyword strategy for optimal results.

How to carry out keyword research for your local business

Before starting your keyword research, it's crucial to understand and think about your business and its goals. What products and services do you offer? What sets you apart from your competitors? Equally important is understanding your customers and potential customers. What are their goals and problems? How does your business effectively reach them? 

Once a solid understanding of your business and its customers is established, it's time to create your keyword seed list. A good starting point is considering what potential customers might be searching for. This will be the foundation for further keyword research.

The goal is to create a comprehensive keyword portfolio. The initial seed keywords serve as prompts to brainstorm the different ways people may search for products and services related to their problems and needs. For example, a courier business owner wants to expand their offerings to include international delivery. It's important he considers the words and phrases his target customers would use when searching for international delivery solutions such as ‘worldwide shipping’ or ‘international tracked delivery’. Ultimately, understanding the business, its customers, and their needs sets the foundation for effective keyword research.

Get Inside the Minds of Your Customers

In order to create a solid keyword strategy, start by considering what your potential customers are searching for. This will lay the foundation for your keyword research. The more comprehensive your initial keyword seed list, the better chance you'll have of building a robust keyword portfolio later on.  Use these prompts to consider how people might phrase their searches when looking to find a product or service that meets their needs. 

Let’s use an example, Crannie’s Bakery, a bakery and patisserie in Sutton, Surrey. Their target customers include business catering often requiring last minute lunch services for clients, and walk in clients. The bakery offers an eat in and delivery service, and serves cakes and pastries but also hot meals at lunch time.

What is Carnnie’s website about? It's primarily about their bakery and the fresh products they offer daily. Their target customers might search for terms like fresh bread, cakes, birthday cake, lunch offers, sandwiches, office catering and catering for meetings. 

Features

What are the features of the bakery? Their target customers might be interested in eat-in, takeaway, wheelchair access, children’s menu, organic products, lunch offers, as well as catering services and hot food. 

Products and Services

What types of food do they offer? Our target customers might search for organic, freshly made, vegetarain, local produce. 

Location

What location modifiers might our target customers use? Our target customers might include location modifiers like Sutton, "near me," or nearby.

Price

What price modifiers might our target customers use? Terms like "affordable" and "special lunchtime deal" are relevant.

Seasonal variations

Are there any seasonal variations in keywords? Spring and summer could focus on iced tea and fresh juices with salads, whilst winter months could focus on fresh coffee and hot chocolate with pies or pasties for the lunchtime deal.

Comparison

Are there any comparison keywords? For example, people might compare reviews of Crannies to the local competition.

By answering these questions, we form valuable insights into how our target customer searches, enabling us to optimise our keywords and attract the right audience. 

Some parting thoughts from our founder and resident local business expert

From a family of small business owners, local marketing expert James understands more than most the unique challenges they face every day. He’s been advising local business owners and their agencies on digital marketing since 2000, and established our local SEO service in 2021.

"Keyword research is not just a task, it's a strategic tool. It helps you to decipher the language of your potential customers, enabling you to tailor your content, products, and services to echo their needs. Focusing on core terms and keyword modifiers can provide your business with relevant search results and better visibility for people searching locally. 

By diving into understanding who your customers are, and what they may be looking for, you can create a comprehensive keyword portfolio that will provide you with valuable insights about how to reach the right audience. With a well-thought-out keywords list designed to attract more visitors to your business website, you can increase enquiries, visits and sales.”

Get in touch with us today to find out how we can help you leverage keyword research to boost your business.

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This post is one of many aimed at helping to support owners, managers and franchisees with growing their local business. It's been lovingly researched and written by the expert team behind LocalMark, a London UK-based local SEO service that helps connect UK trade, service & retail businesses with nearby customers. If you found this helpful and could benefit from more of the same, be sure to share, follow us on social media (links below) and sign up for our newsletter..