Local SEO Keyword Research

1. Mastering the Local Keyword Formula

Before diving into complex software or competitor analysis, it is essential to understand the structure of a local search query. Users typically follow specific patterns when looking for services nearby. Understanding these combinations allows you to construct a base list of keywords to target.

There are four primary keyword combinations you should focus on for Local SEO:

The “Standard” Combination

This is the most common way users search. They state their need followed by the location, linked by a preposition.

• Formula: Keyword + in + Location

• Example: “Plumber in Dubai”

The “Direct” Combination

Users often skip prepositions to save time, typing the service and city directly.

• Formula: Keyword + Location

• Example: “Plumber Dubai”

The “Location-First” Combination

Sometimes, the user prioritizes the location, perhaps to narrow down a search from the start.

• Formula: Location + Keyword

• Example: “Dubai Plumber”

The “Proximity” Combination

With the rise of mobile search, users frequently look for services that are physically close to their current location.

• Formula: Keyword + near + Location

• Example: “Plumber near Dubai”

By mixing and matching your core services with these formulas, you can create a preliminary list of search terms to validate.

2. Leveraging SEMrush for Data-Driven Research

Once you have your seed ideas, you need to validate them with data. Tools like SEMrush are invaluable for this phase of the process.

The Direct Search Method

To get an accurate picture of the market, follow these steps:

1. Initiate the Search: Open SEMrush and enter your target keyword into the search bar.

2. Geotargeting: It is crucial to select the specific country and city for your search to ensure the data is relevant to your local area.

3. Volume Analysis: Analyze the search volume for the keyword. This number tells you how many people are actually searching for this term. Make sure to note this down.

4. SERP Analysis: Scroll down to the SERP (Search Engine Results Page) section. This shows you exactly which websites are currently ranking for your query.

5. Competitor Inspection: Open these ranking websites one by one. Your goal is to identify which specific keywords they are ranking for.

This process effectively reverse-engineers success. By seeing what is working for top-ranking sites, you generate plenty of proven keyword ideas.

The Competitor Domain Method

If you are struggling to find keywords manually, you can switch tactics and analyze your competitor’s entire website profile.

1. Identify the Competitor: Choose a competitor who is performing well in your niche.

2. Use Domain Overview: Enter their domain name into SEMrush’s “Domain Overview” tool.

3. Extract Keywords: The tool will provide a comprehensive list of keywords your competitor is ranking for. You should add these to your tracking spreadsheet.

3. Mining Google My Business (GMB) for Hidden Gems

One of the most overlooked sources for keyword research is Google My Business (GMB), now known as Google Business Profile. Your competitors’ profiles are often optimized with terms you might have missed.

Here is how to extract keyword ideas from GMB:

• Step 1: Search for your target keyword on Google.

• Step 2: Open the GMB profile of a strong competitor or a relevant business in your area.

• Step 3: Navigate specifically to the “Services” section of their profile. Here, businesses often list specific services that act as high-intent keywords.

• Step 4: Note down these services and keywords.

• Step 5: Take these new terms back to SEMrush to analyze their search volume and competition level, recording the data in your spreadsheet.

This method helps you identify “bottom-of-the-funnel” keywords—specific services that customers search for when they are ready to buy or book.

4. Using Google Suggestions for Long-Tail Variations

Sometimes the best keyword research tools are free and built right into the search engine. Google Suggestions can provide excellent insights into user intent.

When you enter your primary keyword into the Google search bar, do not hit “Enter” immediately. Instead, observe the autocomplete suggestions that appear in the drop-down list.

Why does this matter? These suggestions represent real searches performed by other users. They are often long-tail keywords or specific variations of your main term. These long-tail keywords are highly relevant to a local SEO strategy because they usually have lower competition and higher conversion rates.

5. Ensuring Topical Relevance

Keywords do not exist in a vacuum. To rank well, search engines need to understand that your website is an authority on the topic. To maintain this “Topical Relevance,” you need to expand your vocabulary beyond just the primary search terms.

You can use tools like TopicalRelevance.com to assist with this. This tool helps you find additional keyword ideas and related terms that support your main content. By weaving these semantically related terms into your content, you signal to search engines that your content is comprehensive and highly relevant to the user’s query.