{"id":133500,"date":"2021-05-18T11:00:59","date_gmt":"2021-05-18T16:00:59","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=133500"},"modified":"2024-10-17T10:49:33","modified_gmt":"2024-10-17T15:49:33","slug":"local-keyword-research","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/local-keyword-research\/","title":{"rendered":"How to Do Local Keyword Research"},"content":{"rendered":"\n<div class=\"intro-txt\">Local keyword research is the process of finding keywords that people search for when looking for local products and services. Ranking for these keywords drives targeted local traffic to your website and sends more customers your&nbsp;way.<\/div>\n\n\n\n<p>But how exactly do you do local keyword research?<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#why-is-local-keyword-research-important\">Why local keyword research is important<\/a><\/li>\n<li><a href=\"#how-to-do-local-keyword-research\">How to do local keyword research<\/a><\/li>\n<li><a href=\"#how-to-deal-with-multiple-locations\">How to deal with multiple locations<\/a><\/li>\n<li><a href=\"#keywords-for-blog-posts\">What to do with blog&nbsp;posts<\/a><\/li>\n<li><a href=\"#how-to-track-local-keyword-rankings\">How to track local keyword rankings<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is local keyword research important?\" data-section=\"why-is-local-keyword-research-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why is local keyword research important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Local keyword research is important because you need to understand what people type into search engines like Google when looking for your business\u2019s products or services.<\/p>\n\n\n\n<p>That might sound obvious, but that\u2019s kind of the problem.<\/p>\n\n\n\n<p>Most people just guess these keywords and assume they know how people are searching for their business. This often leads to them targeting the wrong keywords or completely neglecting keywords that could positively impact their bottom line.<\/p>\n\n\n\n<p>For example, if you\u2019re a plumber in London, you\u2019ve probably already figured out that you want to rank for keywords like \u201cplumber in London.\u201d But what about the other services you offer? Do you have a page dedicated to drain unblocking? Do you know how people search for those services?<\/p>\n\n\n\n<p>These are all things local keyword research aims to answer.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to do local keyword research\" data-section=\"how-to-do-local-keyword-research\">\n\n\n\n<h2 class=\"wp-block-heading\">How to do local keyword research<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Follow these five simple steps.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#list-services-you-offer\">List the services you&nbsp;offer<\/a><\/li>\n<li><a href=\"#check-for-local-intent\">Check for local intent<\/a><\/li>\n<li><a href=\"#check-search-volumes\">Check search volumes<\/a><\/li>\n<li><a href=\"#group-and-map-keywords\">Group and map keywords<\/a><\/li>\n<li><a href=\"#look-for-things-to-mention\">Look for \u2018things to mention\u2019<\/a><\/li>\n<\/ol>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"list-services-you-offer\">Step 1. List the services you&nbsp;offer<\/h3>\n\n\n\n<p>Before you even start looking for keywords, you first need to understand the services offered by the business. You should do this whether you\u2019re doing local keyword research for a client or your own business.<\/p>\n\n\n\n<p>Here\u2019s the process I would recommend:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">a) Ask or brainstorm<\/h4>\n\n\n\n<p>If you\u2019re doing this for your own business, you probably already have a good idea of the services you offer. Note them down in a text document and move on to the next&nbsp;step.<\/p>\n\n\n\n<p>If you\u2019re doing this for a client, ask them to list the services they&nbsp;offer.<\/p>\n\n\n\n<p>This exercise is super-important because many people never consciously think about all the different services they&nbsp;offer.<\/p>\n\n\n\n<p>For example, a plumber might offer all of these services\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Drain unblocking<\/li>\n<li>Boiler repairs<\/li>\n<li>Boiler installation<\/li>\n<li>Boiler servicing<\/li>\n<li>Radiator installation<\/li>\n<li>Burst pipe repair<\/li>\n<\/ul>\n\n\n\n<p>\u2026 but in their mind, they probably just think of their job title: plumber.<\/p>\n\n\n\n<p>People are indeed searching for \u201cplumber,\u201d but many are searching for more specific services too. That\u2019s why it\u2019s crucial to understand everything offered as a starting point.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">b) Expand ideas<\/h4>\n\n\n\n<p>Brainstorming will rarely uncover all the relevant services people are searching for. So it\u2019s worth taking a minute to check for services you might have missed.<\/p>\n\n\n\n<p>Here\u2019s the easiest way to do&nbsp;this:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Enter your brainstormed ideas into <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Select your country from the dropdown<\/li>\n<li>Go to the \u201cHaving same terms\u201d report<\/li>\n<\/ol>\n\n\n\n<p>This will show all the queries from our database that contain all the words from your keywords (in any order). It\u2019s then just a case of skimming for services you might have missed.<\/p>\n\n\n\n<p>For example, if we do this for plumbing-related services, we see things we missed like \u201ccombi boiler installation, \u201cgas boiler installation,\u201d and \u201cradiator installation.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/1-having-same-terms.jpg\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">important<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Remember that you\u2019re looking for services you missed here, not keywords you missed. In other words, you\u2019re not looking to find every possible way someone might search for the exact same thing&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Plumber<\/li>\n<li>Plumbing company<\/li>\n<li>Plumbing service<\/li>\n<\/ul>\n\n\n\n<p>You\u2019re basically just looking for keywords that map to services.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Another way to find \u2018missed\u2019 services is to plug a competing site into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, then look for URLs that map to services in the <strong>Top Pages<\/strong>&nbsp;report.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/2-top-pages2.png\"><\/figure>\n\n\n\n<p>Alternatively, check their site navigation as services will usually be listed there.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/pasted-image-0-3.jpg\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">c) Refine your&nbsp;list<\/h4>\n\n\n\n<p>If you\u2019re working with a client, send over the ideas you found and ask if they offer those services. Add any confirmed services to your initial list.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"check-for-local-intent\">Step 2. Check for local intent<\/h3>\n\n\n\n<p>Local SEO is about ranking for keywords with local intent, meaning the people searching for them are explicitly looking for local services.<\/p>\n\n\n\n<p>So the next step is to check that people searching for these services actually want to shop&nbsp;local.<\/p>\n\n\n\n<p>If you live in the same area as the business you\u2019re doing local keyword research for, the easiest way to do this is to search Google for your services. Google will use your location to personalize the results, so you can tell if there\u2019s local intent by checking the <a href=\"https:\/\/ahrefs.com\/blog\/serps\/\">SERP<\/a>&nbsp;for two things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A \u2018map&nbsp;pack\u2019<\/li>\n<li>Local businesses ranking in the organic results.<\/li>\n<\/ol>\n\n\n\n<p>For example, if we search for \u201cboiler installation,\u201d we see a map pack and a few local businesses in the search results because this keyword has local intent.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/4-boiler-reinstallation-serps.jpg\"><\/figure>\n\n\n\n<p>If we search for \u201cworcester boiler,\u201d (by the way, we\u2019re talking about Worcester the brand, not Worcester the location), there\u2019s no map pack and none of the results are from local businesses. It seems that this keyword doesn\u2019t have local intent and that searchers are just looking to buy a Worcester boiler&nbsp;to install on their&nbsp;own.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/5-worcester-boiler-serps.jpg\"><\/figure>\n\n\n\n<p>For keywords <strong>without<\/strong>&nbsp;local intent, put them to one side for the next&nbsp;step.<\/p>\n\n\n\n<p>If you don\u2019t live in the same area as the business you\u2019re working for, here\u2019s a workaround to check for local intent:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to <a href=\"https:\/\/ads.google.com\/anon\/AdPreview\">Google\u2019s Ad Preview tool<\/a><\/li>\n<li>Enter a search term (e.g., \u201cboiler installation\u201d)<\/li>\n<li>Set a local location (e.g., Nottingham)<\/li>\n<li>Hit search<\/li>\n<\/ol>\n\n\n\n<p>You should see a local SERP where you can check for local business rankings and the presence of a map&nbsp;pack:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/PnvkzzMlgIAXkmMAF0Rn4_mMWsYrPg53L7BSIpczvPTPqOSi8Ou73xa12Vlb63olmy2a3EDjP2phCYwNZqOQMAY7WJqTThYxVsqbpn00Pg1ghMihNPrnEJ_ONFSRcrRMCSr_bXim\"><\/figure>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"check-search-volumes\">Step 3. Check search volumes<\/h3>\n\n\n\n<p>Getting accurate local search volumes for local keywords is hard because pretty much every major SEO tool only shows country-wide and global volumes.<\/p>\n\n\n\n<p>But here\u2019s the thing: people worry far too much about search volumes with local&nbsp;SEO.<\/p>\n\n\n\n<p>Nine times out of ten, even if the search volume for your services is super low, you\u2019ll still want to create a page about it for your visitors.<\/p>\n\n\n\n<p>For example, take a service like boiler installation.<\/p>\n\n\n\n<p>Chances are that very few people are searching for this in a small town. But if it\u2019s a service you offer, you should probably still create a page about it because it\u2019s useful for visitors\u2014including those who found you by Googling something broad like \u201cplumber.\u201d<\/p>\n\n\n\n<p>Given that fact, you might ask: why bother checking search volumes at&nbsp;all?<\/p>\n\n\n\n<p>The answer is simple: so you know which pages to prioritize in your local SEO efforts.<\/p>\n\n\n\n<p>How do you find local search volumes?<\/p>\n\n\n\n<p>It depends whether you want to check volumes for <em>implicit<\/em>&nbsp;or <em>explicit<\/em>&nbsp;keywords\u2014a concept that Distilled\u2019s Will Critchlow and Tom Anthony explain in <a href=\"https:\/\/youtu.be\/uBgJ6E6hSY0?t=301\">this 2013 video<\/a>:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-ubgj6e6hsy0\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-ubgj6e6hsy0\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/uBgJ6E6hSY0?start=301&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/uBgJ6E6hSY0?start=301&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<h4 class=\"wp-block-heading\">Finding search volumes for <em>implicit<\/em>&nbsp;keywords<\/h4>\n\n\n\n<p>Implicit local keywords are the ones where the searcher is looking for a local result despite not mentioning their location in their search query.<\/p>\n\n\n\n<p><strong>Examples:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>plumber<\/li>\n<li>boiler replacement<\/li>\n<li>radiator installation<\/li>\n<\/ul>\n\n\n\n<p>This is undoubtedly how most people search for local businesses. After all, why bother typing \u201cplumber in new york city\u201d when you\u2019ll get the same results by simply typing \u201cplumber?\u201d<\/p>\n\n\n\n<p>But there\u2019s a problem:<\/p>\n\n\n\n<p>If you check search volumes for implicit keywords in <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;(or any third-party <a href=\"https:\/\/ahrefs.com\/blog\/free-keyword-research-tools\/\">keyword research tool<\/a>), the estimates are for the entire country.<\/p>\n\n\n\n<p>That\u2019s not much use for local SEO because we need to know how many people are searching for these implicit keywords in the area we&nbsp;serve.<\/p>\n\n\n\n<p>How can we find that information?<\/p>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/google-keyword-planner\/\">Google Keyword Planner<\/a>&nbsp;is arguably the best tool for&nbsp;this.<\/p>\n\n\n\n<p>Here\u2019s the process:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Google Keyword Planner<\/li>\n<li>Choose the option to \u201cGet search volume and forecasts\u201d<\/li>\n<li>Paste in your implicit keywords\/services<\/li>\n<li>Change the location to your service area<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-133505\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/7-gads.png\" alt width=\"1120\" height=\"686\"><\/figure>\n\n\n\n<p>Now you see average monthly search volume ranges for implicit local keywords in your&nbsp;area.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Finding search volumes for <em>explicit<\/em>&nbsp;keywords<\/h4>\n\n\n\n<p>Explicit local keywords are keywords where the searcher explicitly references their location.<\/p>\n\n\n\n<p><strong>Examples:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>plumber in nottingham<\/li>\n<li>boiler replacement nottingham<\/li>\n<li>nottingham radiator installation<\/li>\n<\/ul>\n\n\n\n<p>If you found that the implicit searches for some of your services didn\u2019t have local intent, this is where you can add a location modifier to turn them into explicit searches.<\/p>\n\n\n\n<p>For example, the implicit search \u201cworcester boiler\u201d didn\u2019t have local intent\u2014but the explicit search (\u201cworcester boiler nottingham\u201d) does:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/8-worcester-boiler-nottingham.jpg\"><\/figure>\n\n\n\n<p>With explicit keywords, you don\u2019t need to rely on Google Keyword Planner because the query itself tells you the searcher\u2019s location. So you can use a keyword research tool like <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;to get more accurate search volume estimates for these keywords.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"group-and-map-keywords\">Step 4. Group and map keywords to&nbsp;URLs<\/h3>\n\n\n\n<p>Local keyword research isn\u2019t just about finding what people are searching for. It\u2019s also about understanding how you\u2019ll target those keywords.<\/p>\n\n\n\n<p>Most of the time, your homepage isn\u2019t going to rank for all the services you&nbsp;offer.<\/p>\n\n\n\n<p>That\u2019s why most local businesses create pages dedicated to each service.<\/p>\n\n\n\n<p>This is where things can get a little confusing because it\u2019s not always obvious which services do and don\u2019t need dedicated pages.<\/p>\n\n\n\n<p>For example, take these services:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>boiler installation<\/li>\n<li>combi boiler installation<\/li>\n<li>oil boiler installation<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s not clear whether we need dedicated pages for \u201ccombi boiler installation\u201d and \u201coil boiler installation\u201d or whether we can rank for all these terms and more with a page about \u201cboiler installation.\u201d<\/p>\n\n\n\n<p>The best way to check is to analyze the current top-ranking results for the keywords.<\/p>\n\n\n\n<p>For example, looking at the search results for \u201coil boiler installation,\u201d the page from the local business ranking in position #4 is specifically about oil boiler installation\u2014not just boiler installation in general.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/9-oil-boiler.png\"><\/figure>\n\n\n\n<p>So, in my opinion, our site should have a dedicated page for this service.<\/p>\n\n\n\n<p>If we do the same thing for \u201cgas boiler installation,\u201d we see this page in the top&nbsp;10:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/10-boiler-replacement.png\"><\/figure>\n\n\n\n<p>As this is not specifically about gas boiler installation, we probably don\u2019t need a dedicated page for this service. We can try to rank for this and related terms with a broader page about boiler installation\/replacement.<\/p>\n\n\n\n<p>That said, it\u2019s worth noting that there\u2019s some nuance to this process and it isn\u2019t an exact science. If you\u2019re unsure at any stage, just think about whether site visitors would find a page dedicated to a specific service useful. If it feels like you could easily tell them everything they need to know about that particular service on a broader page, it\u2019s probably not worth creating a dedicated page.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"look-for-things-to-mention\">Step 5. Look for \u2018things to mention\u2019<\/h3>\n\n\n\n<p>Let\u2019s say that one of the services you offer is boiler repair.<\/p>\n\n\n\n<p>How do you create a page that ranks locally for \u201cboiler repair\u201d and related terms?<\/p>\n\n\n\n<p>Unfortunately, the approach many people take here is keyword stuffing. This is where they find all of the most popular ways someone might search for a service and repeat those exact phrases in their&nbsp;copy.<\/p>\n\n\n\n<p>Here\u2019s an example:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/11-keyword-stuffing.png\"><\/figure>\n\n\n\n<p>This is the wrong approach. All it does is make the page unreadable.<\/p>\n\n\n\n<p>But while you shouldn\u2019t stuff keywords, it is worth looking for relevant \u2018things to mention\u2019 for a few reasons:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>It can improve \u2018topical relevance\u2019<\/strong>. If a page about boiler installation talks about the types of boilers you offer, pricing, and locations served, that\u2019ll probably help Google understand the overall topic of your page and have confidence in ranking it higher.<\/li>\n<li><strong>It can help you rank for <a href=\"https:\/\/ahrefs.com\/blog\/long-tail-keywords\/\">long-tail keywords<\/a><\/strong>. Not everyone searches for something the same way. For every 100 people searching for boiler repair in London, there are probably a handful searching for boiler repair in North London.<\/li>\n<li><strong>It helps visitors<\/strong>. People searching for boiler installation services probably want to know what you offer and how much it\u2019ll&nbsp;cost.<\/li>\n<\/ol>\n\n\n\n<p>Let\u2019s look at a few ways to do&nbsp;this.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Check keyword rankings for similar pages<\/h4>\n\n\n\n<p>Head to Google, search for one of your services and look for a top-ranking page from a local business.<\/p>\n\n\n\n<p>Plug that URL into <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, go to the <strong>Organic Keywords<\/strong>&nbsp;report, and filter for top 10 rankings.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/12-organic-keywords.png\"><\/figure>\n\n\n\n<p>Eyeballing these keywords will often reveal things you might want to mention on your&nbsp;page.<\/p>\n\n\n\n<p>For example, one of the top-ranking boiler repair service pages in London also ranks&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>boiler repair <strong>north london<\/strong><\/li>\n<li>boiler repair <strong>east london<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Although we don\u2019t want to stuff those exact phrases in our page\u2019s content, it probably makes sense to list the areas we serve on the page. This can potentially help us to rank for long-tails and also gives potential customers confidence that we serve their&nbsp;area.<\/p>\n\n\n\n<p>Other things the page ranks for include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>fixed price<\/strong>&nbsp;boiler repair<\/li>\n<li><strong>gas<\/strong>&nbsp;boiler repair<\/li>\n<li><strong>emergency<\/strong>&nbsp;boiler repair london<\/li>\n<li><strong>combi<\/strong>&nbsp;boiler repairs<\/li>\n<\/ul>\n\n\n\n<p>So it looks like it\u2019s probably worth mentioning the types of boilers we repair (gas, combi), whether we offer fixed pricing, and whether we\u2019re available for emergency call-outs.<\/p>\n\n\n\n<p>It\u2019s worth repeating this process for any relevant top-ranking pages to build a comprehensive view of what customers are looking for.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Check top-ranking pages manually<\/h4>\n\n\n\n<p>Even though <a href=\"https:\/\/ahrefs.com\/blog\/free-keyword-research-tools\/\">keyword research tools<\/a>&nbsp;like <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;run on huge databases (ours has <a href=\"https:\/\/ahrefs.com\/big-data\">over 11 billion keywords<\/a>), some local keywords are just too rarely searched for tools to discover.<\/p>\n\n\n\n<p>For that reason, it\u2019s worth eyeballing top-ranking pages from local businesses for things to mention.<\/p>\n\n\n\n<p>For example, here are a few things mentioned on a top-ranking page about boiler repair services:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>gas safe registered<\/li>\n<li>city &amp; guilds accredited<\/li>\n<li>vaillant, worcester bosch, baxi (i.e., popular boiler brands they can repair)<\/li>\n<\/ul>\n\n\n\n<p>Even if only a few people are searching specifically for gas-safe registered boiler repair services in London each month, mentioning these terms on our page will help inform potential customers, build trust, and probably lead to more business\u2014which is the entire point of local&nbsp;SEO.<\/p>\n\n\n\n<p>If you\u2019d prefer not to guess, you could also use the<strong>&nbsp;Also talk about <\/strong>report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>. This shows which other keywords and phrases the top ranking pages for your target keyword frequently mention.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/13-also-talk-about.png\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Check for common questions<\/h4>\n\n\n\n<p>People searching for your services probably want a few questions answered before they hire you. So it\u2019s worth looking for these questions and answering them on your&nbsp;page.<\/p>\n\n\n\n<p>There are a couple of ways to do&nbsp;this.<\/p>\n\n\n\n<p>The first method is to search for your service and look for a \u2018People also ask\u2019 box in the search results. This shows related questions that searchers also ask&nbsp;on Google.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/14-boiler-installation.png\"><\/figure>\n\n\n\n<p>The second method is to plug the service into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;and check the <strong>Questions<\/strong>&nbsp;report. This shows popular questions containing the service name.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/15-questions-report.png\"><\/figure>\n\n\n\n<p>If any of these questions seem like things that potential customers might want to know before doing business with you, consider answering them on your&nbsp;page.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to deal with multiple locations\" data-section=\"how-to-deal-with-multiple-locations\">\n\n\n\n<h2 class=\"wp-block-heading\">How to deal with multiple locations<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you have offices or stores in multiple locations, there\u2019s usually no need to repeat the entire process above for each location. You just need to feature the locations on your website.<\/p>\n\n\n\n<p>If you only have a few locations, the easiest solution is to list them all on your contact page.<\/p>\n\n\n\n<p>That\u2019s what this local sandwich shop&nbsp;does:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/16-sandwich-shop.jpg\"><\/figure>\n\n\n\n<p>Google then ranks their homepage for relevant explicit local searches.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/17-sandwich-shop-local-serps.jpg\"><\/figure>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/18-sandwich-shop-crystal-peaks.png\"><\/figure>\n\n\n\n<p>If you prefer, you can create landing pages for each physical location.<\/p>\n\n\n\n<p>That\u2019s what this accountant does:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/19-accountant-liverpool.jpg\"><\/figure>\n\n\n\n<p>If we plug their site into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, we see in that Google ranks their <a href=\"https:\/\/ahrefs.com\/blog\/location-pages\/\">local landing pages<\/a> for relevant explicit local searches:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/20-site-explorer.png\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What about keywords for blog posts?\" data-section=\"keywords-for-blog-posts\">\n\n\n\n<h2 class=\"wp-block-heading\">What about keywords for blog&nbsp;posts?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Given that local businesses only cover their local area, you\u2019re not usually going to be able to write and rank blog posts in Google that actually send much business your&nbsp;way.<\/p>\n\n\n\n<p>For example, let\u2019s say you\u2019re a plumber\u2026<\/p>\n\n\n\n<p>If you search for \u201cplumber\u201d in <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>&nbsp;and check the <strong>Questions<\/strong>&nbsp;report, you see plenty of things your customers might be searching for,&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>how much does a plumber cost to fit a bathroom<\/li>\n<li>how to find a plumber you can&nbsp;trust<\/li>\n<li>how much does an emergency plumber cost<\/li>\n<\/ul>\n\n\n\n<p>The problem is that these searches rarely have local intent. So even if you managed to rank for them, 99% of the visitors you attract won\u2019t be in your local area\u2014and will never become customers.<\/p>\n\n\n\n<p>Does this mean you shouldn\u2019t write keyword-focused content for your local business blog?<\/p>\n\n\n\n<p>Not necessarily. Keywords are really just a proxy for what people are searching for. If lots of people are searching for \u201chow much does a plumber cost to fit a bathroom,\u201d it\u2019s clear that this is something potential customers might want to know. So you might want to write a blog post about that topic for website visitors that arrive through other&nbsp;means.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to track local keyword rankings\" data-section=\"how-to-track-local-keyword-rankings\">\n\n\n\n<h2 class=\"wp-block-heading\">How to track local keyword rankings<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>With local keyword research in the bag and your pages built, you\u2019ll need a way to track your local keyword rankings. Here\u2019s how to do that using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to your project<\/li>\n<li>Click \u201c+ Add keywords\u201d<\/li>\n<li>Choose your country from the dropdown<\/li>\n<li>Start typing your locale (city\/state\/zip) in the text&nbsp;field<\/li>\n<li>Choose a locale from the dropdown<\/li>\n<li>Add your keywords<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/21-rank-tracker.png\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Local keyword research is quite straightforward. But remember, this is only one aspect of local SEO. You should also create and <a href=\"https:\/\/ahrefs.com\/blog\/google-my-business\/\">optimize your Google My Business profile<\/a>, build <a href=\"https:\/\/ahrefs.com\/blog\/local-citations\/\">local citations,<\/a>&nbsp;optimize your pages, get reviews, and much&nbsp;more.<\/p>\n\n\n\n<p>Learn more in <a href=\"https:\/\/ahrefs.com\/seo\/local-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/local-seo\/\">our complete guide to local SEO<\/a>. &nbsp;<\/p>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/joshuachardwick?lang=en\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>But how exactly do you do local keyword research? In this guide, you\u2019ll learn: Why local keyword research is important How to do local keyword research How to deal with multiple locations What to do with blog&nbsp;posts How to track<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":133513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[197],"tags":[],"coauthors":[336],"class_list":["post-133500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Do Local Keyword Research<\/title>\n<meta name=\"description\" content=\"Local keyword research is the process of 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