Being discovered online by people in your local area can make a meaningful difference for your business. Local keyword research is where it all begins. It’s about understanding the exact words and phrases local customers use when they go online in search of services like yours. By identifying these terms, you can shape your website’s content so it speaks directly to what your audience wants. This improves your chances of being noticed in location-based search results.
When done correctly, keyword research can position your business in what’s known as the local pack, the cluster of results that shows up at the top of search engine pages. Appearing here significantly increases your visibility and can result in more visits to your website and more customers coming through your doors. For businesses wanting to increase their visibility within their market, local keyword research is a smart place to start.
What Are Keywords?
Keywords are the actual phrases people type into search engines when they want to find something. These might be questions, short terms, or longer phrases that describe what the person is seeking. Search engines scan the internet to find content that matches these words, delivering the most relevant results. So for businesses, keywords act like signposts. They point your content in the right direction so potential customers can find it.
Choosing the right words plays a key role in getting the attention of local audiences. For example, a plumbing company based in Adelaide would want to include terms like “Adelaide emergency plumber” or “hot water repairs Adelaide.” These are the types of searches local residents make when they’re looking for services nearby. By focusing on location-relevant keywords, you’re helping people in your area find your business exactly when they need it.
Step-by-step Process for Local Keyword Research
Identify Your Core Terms
Start by knowing exactly what you offer. These are your core terms – basic keywords that describe your products or services. Think about what someone might search for when they need what you provide. A florist may use terms like “wedding flowers” or “flower delivery,” while a personal trainer could start with “personal training” or “fitness coach.”
Your core terms are the foundation on which all other keyword research will be built. It’s useful to write them down as a list so you can use them to generate more focused and localised phrases later. Stay clear and specific during this stage because it sets the tone for all your future search content.
Extend Core Terms with Keyword Modifiers
Once you have your list of core terms, bring in keyword modifiers to give those terms more detail. A modifier might describe quality, location, occasion, or an audience. It could be a word like “best,” “near me,” or “affordable.” By combining core terms with these modifiers, you create long-tail keywords. These are more specific and often easier to rank for, as they generally have lower competition.
For example, “cakes” can become “custom birthday cakes Brisbane” or “affordable chocolate cakes near me.” These keyword variations attract people who are closer to making a purchase decision because their search is more precise. Modifiers make your keyword strategy stronger by targeting exactly what customers are looking to find.
Add Your Locations
Location is key when dealing with local search. Always include your suburb, city, or region in your keywords. These specs help search engines associate your business with a particular location. Someone who searches for “dentist in South Brisbane” will often see practices with that exact locality included in their website content.
Use tools like Google Analytics, Google Search Console, or even search suggestions in Google Search to find location-based phrases that are being used. If your business serves several suburbs or areas, consider creating location-specific pages or content for each. This allows your web presence to stretch across multiple searches without losing relevancy.
Organise Keywords by Search Intent
Each keyword has an intent behind it. Search intent refers to why someone is making a search in the first place. Broadly, there are three types:
1. Commercial intent: When someone is ready to make a purchase or book a service, such as “book pest control Brisbane.”
2. Informational intent: When someone is looking to learn, like “how to prevent mould in homes.”
3. Navigational intent: When someone is trying to get to a specific website or business location, such as “West End yoga studio hours.”
Group your keywords into categories based on intent. This way, you can create different types of content that directly match what various users want. For example, blog articles could focus on informational keywords, while your service pages could aim at commercial ones.
Tools for Conducting Local Keyword Research
Several tools can make keyword research faster and more accurate. Platforms like Ahrefs, SEMrush, and Moz each offer powerful features for locating the right keywords and analysing how competitive they are.
Ahrefs offers detailed keyword metrics, such as search volume, difficulty score, and click potential. It also lets you look at your competitors to see what they rank for locally. SEMrush includes tools tailored to local SEO, like tracking keywords by city or region. Moz is known for giving clear scores on keyword competition and offers useful suggestions that are easy to implement.
Using these tools helps you refine your keyword plan. You can identify missed opportunities, optimise for high-converting phrases, and design content that actually matches what people are searching for in your area.
Keep Your Keyword List Updated
Search trends don’t stay the same forever. Keywords that bring in traffic today may lose their appeal down the line. Keeping an updated list helps you stay aligned with how your customers search and think.
Review your keywords every few months. This usually means quarterly or at least twice a year. During this check-in, remove keywords that no longer perform and test new ones that reflect newer trends or services. If you’re unsure what’s changed, use Google Trends or your analytics platform to see what search terms are gaining traction.
Being proactive about your keyword list keeps your online presence sharp and responsive. It helps ensure your content stays visible and continues to bring the right traffic to your site.
Growing Locally Starts with the Right Words
Understanding how people in your area search online is a major part of growing a successful business. By putting effort into local keyword research, your business can start showing up in the places your customers are already looking.
From identifying core services to using location data and refining search intent, every step you take in your keyword strategy plays a part in increasing your visibility. The more targeted your keywords are, the easier it becomes to connect with potential customers who are nearby and ready to buy.
Success in local SEO doesn’t happen overnight, but with regular updates, the right tools, and a good understanding of your audience, your business can hold a strong presence in search results. It’s all about being in the right place at the right time with the right message.
To strengthen your local SEO efforts and attract more customers in your area, consider focusing on local digital marketing in Brisbane. Your Digital Solution can support you in building a clear, results-driven strategy that boosts visibility and drives real business growth.
