Ever wondered why your competitors keep showing up on Google when someone searches for services in your city, but you don’t? It’s not just luck. It comes down to one thing: local keyword strategy. Without the right keywords, even the best service can stay invisible online.
How to conduct keyword research for local SEO begins by identifying your primary services and pairing them with location-specific terms, such as “near me” or “in Dallas.” Focus on how real people in your area search for example, “teeth whitening in Chicago” or “urgent care near Times Square.” Use tools like Google Keyword Planner and check local competitors to find terms that bring in nearby, ready-to-book customers.
In this article, we’ll walk you through how to find and use local keywords that actually bring in results.
How to Do Keyword Research for Local SEO: 9 Key Steps
Local SEO keywords are not just about ranking, they’re about getting found by people who are ready to book. If your business depends on local customers, showing up in the right searches is everything. But it takes more than guessing keywords; local SEO success starts with smart research.
How local keywords are different:
- General SEO keywords target broad audiences across regions or countries.
- Local SEO concentrates on people searching for services near them.
- These keywords often include cities, towns, or landmarks.
Why this matters: Someone searching for “laser hair removal” could be researching. But someone searching for “laser hair removal in Slough” is likely ready to book.
The right keywords bring in:
- Qualified traffic (people who actually need your service)
- Higher conversions (more bookings, not just clicks)
- Better return on your content investment
Understand Local Search Intent
Before choosing keywords, you need to understand what people are really looking for. This is called search intent.
Types of local intent include:
- “Near me” searches like “best waxing near me”
- City + service searches like “chemical peel in Reading”
- Geo-modified terms such as “Watford skin clinic” or “facials in Hounslow”
Focus on combining:
- Your service
- Your location
This helps attract searchers who are looking for exactly what you offer in the area you serve.
RankEgg’s Solution: We decode search intent using keyword mapping and user behavior data to guide your strategy.
Start with Core Service Terms
Before adding any location, start with your main services. These are your core terms.
Steps to build your base:
- List your treatments (e.g., “waxing,” “laser skin treatment,” “microneedling”).
- Think about what people would type when looking for that service.
- Create a seed list of keywords based on your offerings.
Then, you’ll add local modifiers to make them specific to your area.
Add Location Modifiers
This is where local SEO really begins. You want to add city names, neighborhoods, or landmarks to your seed list.
Common local keyword formats:
- “[service] in [city]” → “microneedling in Slough”.
- “[city] [service] clinic” → “Watford facial clinic”.
- “[service] near [landmark/station]” → “waxing near Reading station”.
Bonus tip: Don’t forget to target nearby areas, boroughs, and postcodes to extend your reach.
Use Keyword Research Tools
Once you have your ideas, you’ll want to see which ones people actually search for. That’s where tools come in.
Helpful tools for local keyword research:
- Google Keyword Planner
- Ubersuggest
- Keywords Everywhere
- Google Autocomplete & People Also Ask
These tools show you:
- Search volume (how many people search it)
- Competition (how hard it is to rank)
- Related terms you may not have thought of
Look for: Keywords that show local intent and aren’t too competitive.
RankEgg’s Solution: We give our clients full keyword analysis and competition breakdown by location for smarter targeting.
Analyze Competitor Keywords
Your competitors can help you find keyword opportunities. By checking their site, you can see what’s working for them and what’s missing.
How to analyze local competitors:
- Google your core service + city to see who ranks
- Review their title tags, headings, and location pages
- Use tools like SEMrush or Ahrefs to dig deeper
What to look for:
- Gaps in their keywords you could target
- Location-based terms they forgot
- What pages are bringing them traffic
RankEgg’s Solution: We run full local SEO audits to uncover these gaps and help you outrank nearby competitors.
Group Keywords by Location and Intent
Don’t just keep one big list of keywords. Organize them in a way that helps you create focused content.
Group keywords by:
- Service type (e.g., facials, laser treatments)
- Location (city, area, postcode)
- Intent (informational: “what is,” transactional: “book,” navigational: “clinic near me”)
This makes it easier to build landing pages or blog posts that target one clear topic.
RankEgg’s Solution: We build keyword maps to guide content for each of your service areas.
Prioritize Based on Search Volume & Relevance
Not all keywords are worth your time. Focus on those that matter most.
Here’s how to decide:
- Pick high-conversion terms over just high-volume ones
- Avoid keywords with zero local volume, even if they sound good
- Stick to queries that match what your business actually offers
Smart prioritization saves time and boosts your results.
Use Keywords in the Right Places
Finding the right keywords is just the start. You also need to put them in the right spots on your site.
Use local keywords in:
- Title tags and meta descriptions
- Headings (H1, H2)
- Page URLs
- Alt text for images
- Google Business Profile descriptions
- Local landing pages and blogs
RankEgg’s Solution: We handle complete on-page optimization to ensure your keywords perform where they matter most.
Track Performance & Refine Strategy
Once your keywords are in place, the real work begins. You need to monitor what’s working and make updates over time.
Track your progress using:
- Google Search Console and GA4 for keyword data
- Tools like BrightLocal or SERanking to watch local rankings
- Real search terms and user actions to guide future strategy
RankEgg’s Solution: We provide custom reports and dashboards to help you see exactly how your keywords are performing across locations.
Conclusion
Local keyword research is more than just adding a city name to a search term it’s a strategy. Start with your core services, match them with the right locations, and focus on what people actually search for. From there, utilize the right tools, study your competitors, and track results to continually improve.
By following a smart, structured keyword strategy, your business can show up for the people who are most likely to become clients.
Need help with your local SEO? Let RankEgg guide your keyword research, optimize your pages, and help you grow your business one local search at a time.
FAQs
A local keyword includes a service and a location, like “waxing in Reading” or “facials near Watford station.”
They help your business appear in searches made by nearby users who are ready to book a service.
Local keywords target a specific location and have stronger buying intent. General keywords are broader and less likely to lead to bookings.
Yes! Use location-specific pages and keywords for each area you want to target. Be sure each page is unique and well-optimized.
