Understanding Local Searches and Why You Need Local Keywords

Have you ever Googled “best pizza in New York” instead of just “pizza”? That’s local search intent in action. People aren’t just looking for information; they’re looking for a nearby business they can actually visit, call, or order from.

That’s exactly why local keyword research matters.

Essential Elements of Local Keyword Research

If you want local customers to find you, you need to speak their language, literally. The way people search for businesses in their area isn’t random. It’s specific, intent-driven, and often full of details.

That’s where local keyword research comes in. It’s not just about stuffing your city’s name into a search term. It’s about understanding what locals type (or say) when they’re looking for a business like yours.

Here’s how to find and use the right local keywords.

1. Add Location-Based Modifiers

Would you just type “coffee shop” into Google and hope for the best? Probably not. You’d search for “coffee shop in Austin” or “best lattes in South Congress.” That’s what your customers are doing too.

Adding city names, neighborhoods, or regional landmarks helps Google understand where your business is relevant. The more specific, the better.

• Broad search: “plumber” → too vague, could be anywhere.
• Better search: “emergency plumber in Chicago” → local and intent-driven.
• Best search: “24/7 emergency plumber near Lincoln Park Chicago” → highly specific, low competition.

Google’s algorithm is smart, but it still needs those location clues to connect you with the right searchers.

2. Don’t Ignore Long-Tail Keywords

A long-tail keyword is just a longer, more specific search phrase. These typically have lower competition and higher conversion rates because they match real customer needs.

Think about it—someone searching “best gluten-free pizza in Miami Beach” isn’t just browsing. They know what they want, and they’re ready to buy.

Here are some long-tail local keyword examples:

• “affordable wedding photographer in Seattle”
• “family-friendly dentist in Dallas”
• “oil change service open late in Phoenix”

These aren’t just searches. They’re intent-packed queries that signal a customer is ready to take action.

3. Search Volume and Competition

Not every keyword is worth your time. Some are too competitive, and others don’t get enough searches to make a difference.

So how do you find the right balance?

• Google Keyword Planner: Free and solid for checking search volume.
• Google Search (Autocomplete & People Also Ask): Great for discovering real-world search patterns.
• Ubersuggest & Ahrefs: Paid tools with detailed competition analysis.

The goal is to find local keywords with decent search volume but low enough competition that you can rank for them. If “best sushi in LA” is dominated by Yelp and major brands, try “authentic Japanese sushi in Silver Lake” instead.

4. User Behavior Insights

Search habits aren’t set in stone. They change with the seasons, the weather, and even the devices people use.

• Seasonal trends: “AC repair near me” spikes in summer. “Firewood delivery” picks up in winter. Adjust your strategy accordingly.
• Mobile searches: Over 60% of local searches happen on mobile. Make sure your website is fast and mobile-friendly.
• Voice search – Thanks to Siri and Alexa, people now search in full sentences. Instead of “plumber Brooklyn,” they say, “Who’s the best plumber near me that does emergency repairs?”

If you want to win at local SEO, you have to optimize for how people actually search—not just how you think they do.

Local keyword research isn’t just a one-and-done task. It’s an ongoing process of learning how your customers search and tweaking your strategy accordingly.

Use location-based modifiers to show up in the right areas. Focus on long-tail keywords for better conversions. Pay attention to search volume and competition to pick winnable keywords. And most importantly, stay on top of user behavior trends to keep your strategy fresh.

Because if your business isn’t showing up in local searches, your competitors probably are.

Tools and Techniques for Conducting Local Keyword Research

Finding the right local keywords is a data-driven process. It’s about using the right tools to see what people in your area are actually searching for.

Luckily, you don’t have to do it manually (unless you enjoy scrolling through endless search results at 2 AM). Plenty of keyword research tools and local SEO tools are designed to make this process easier.

1. Keyword Research Tools 

If you want to rank, you need to know what people are actually searching for in your area. That’s where keyword research tools come in. Some of the best ones include:

Summing Up

Local keyword research isn’t just a one-time task but an ongoing process of refining your strategy to match how real people search. Using location-based modifiers, long-tail keywords, and competitor insights allow you to stand out in local search results. 

The right tools, like Google Keyword Planner, Ahrefs, and BrightLocal, make this process easier, ensuring you target the best local SEO keywords without guessing. If you want to simplify the whole process: tracking rankings, managing local listings, and improving your online visibility, Synup has you covered. 

With Synup, you can optimize your business for local search, manage your online reputation, and attract more local customers without the headache of juggling multiple platforms. Book a demo. 

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Local Keyword Research for SEO: FAQs