Local Keyword Research Guide: How to Find and Use Local SEO Keywords for Business Growth
Local keyword research uncovers the exact search terms potential customers in your area use when looking for products or services. Through systematic identification of geographic modifiers, search intent signals and keyword variations, businesses can improve visibility in local search results and map packs. In this guide you will discover what local keyword research entails, how to distinguish and target both explicit and implicit local queries, a step-by-step process for uncovering high-value terms, the best tools to use, methods for optimising your Google Business Profile, advanced semantic SEO techniques, and how to measure success. Armed with this strategic roadmap, your business can attract more nearby customers and capture higher-intent traffic without overspending on advertising.
What Is Local Keyword Research and Why Does It Matter for Local SEO?
Conducting local keyword research delivers three primary benefits
Enhance local visibility – attract customers through map packs and organic listings.
Increase relevance – match search intent linked to a specific service area.
Boost conversions – reach high-intent searches that often lead to store visits or calls.
Businesses that fail to integrate geographically targeted terms miss out on 46 percent of searches with local intent, leaving a significant opportunity gap for competitors in the local pack.
Distance: How Close Are You to the Searcher?
This one’s pretty simple, proximity matters. Google weighs how far your business is from the person doing the search, especially for queries like “near me” or when location is implied.
Where Businesses Go Wrong With Distance
Using MapBox instead of Google Maps on their site (this doesn’t send the right signal back to Google)
Ignoring the service area setting in their Google Business Profile
Failing to create location-specific pages for nearby areas they want to rank in
How to improve your distance factor:
Use embedded Google Maps (not third-party tools) on your contact and location pages
Set your service areas accurately inside your GMB dashboard
Create neighborhood-specific landing pages. For instance, if you're in Manchester and want traffic from Town and Country, Missouri, build a page like
/directions-from-town-and-countrywith directions, local references, and an embedded Google Map.
Just make sure it's about visibility with real-world action in mind. If customers won’t drive that far, or if your team won’t go there, it’s not worth the SEO energy.
Prominence: Does Google Trust You?
Prominence is all about authority. It's how Google measures your credibility, based on what the internet says about you.
Factors That Influence Your Prominence Score
High-quality backlinks from trustworthy sites
Reviews: quantity, quality, and consistency
Mentions of your brand on platforms like Reddit, YouTube, Facebook, and forums
Profiles on local orgs, directories, and chambers of commerce
A well-built, clean, crawlable website
How to Build Prominence
Earn links from industry sites (e.g., Avvo for lawyers, Houzz for contractors, Healthgrades for doctors)
Get 4–6 reviews per month and respond to all of them, yes, even the bad ones
Optimize your technical SEO: fast load times, mobile responsiveness, and schema markup
Be active on third-party sites. Your brand should be showing up where customers spend time, not just on Google.
BONUS: The Secret Role of Citations
Citations support both relevance and distance.
Industry citations (like Angi, Expertise, or Houzz) improve relevance
Geographically based citations (like local chamber websites) improve distance
And the “big boy” directories (like Apple Maps, Yelp, and CitySearch)? They enhance relevance, distance, and prominence simultaneously
A clean, consistent NAP (Name, Address, Phone) across these platforms builds trust. And if your competitors have more of these, or better ones, you’re starting from behind.
Think of relevance, distance, and prominence as part of your local SEO checklist. If you’re not managing all three, you won’t rank.
Don’t Forget Google’s Algorithm Updates
Relevance, distance, and prominence are the core local SEO ranking factors, but there’s another layer business owners can’t afford to ignore: Google’s constant algorithm updates.
Google regularly rolls out changes, from spam updates to core algorithm shifts, that directly impact how businesses rank in local search. These updates can quickly reshape which signals matter most, and if your Google Business Profile or website isn’t aligned, you could see visibility drop overnight.
Want to stay ahead of every change? Check out the latest insights here!
Not Showing Up Where It Counts?
We’ll show you what it takes to move up in the local pack, and stay there.
