Local Keyword Research
Local keywords follow a different logic from generic ones — they combine a service intent with a geographic dimension. Here's the method to identify and exploit them.
Understanding Local Search Intent
Local queries take several forms:
- [Service] + [City]: "plumber London", "dentist Manchester" — direct queries with strong commercial intent
- [Service] + "near me": Google detects the user's location and shows nearby results
- [Service] + [Neighbourhood]: "restaurant Shoreditch", "hairdresser Notting Hill"
- Local questions: "best tax lawyer in Birmingham", "where to fix a bike in Leeds"
Free Research Method with Google
- Google Suggest: type "[your service] + [your city]" and note the autocomplete suggestions — these are real queries with search volume.
- Related searches: at the bottom of the results page, Google lists 8 related queries — a goldmine for long-tail keywords.
- Google Search Console: if your site already exists, the Performances tab reveals queries generating impressions — some may not yet be optimised.
- GBP Insights: shows the search terms people used to find your listing.
Paid Tools for Deeper Research
- SEMrush / Ahrefs: local search volume by city, keyword difficulty, variations
- BrightLocal: specialised in local SEO, tracks positions in the local pack by postcode
- Whitespark Local Rank Tracker: local position tracking with precise geolocation
Building an Actionable Keyword List
- List all your services and products
- Cross-reference with your geographic areas (main city + surrounding towns)
- Add long-tail variations ("emergency", "24/7", "cheap", "same day")
- Group by intent and target page (one page = one semantic cluster)
- Prioritise by volume + competitive feasibility
Local Keywords and Content Strategy
Each local keyword cluster should correspond to a dedicated page on your site. A plumber in London shouldn't have a single "plumber London" page but potentially: "emergency drain unblocking London", "boiler repair North London", "bathroom installation Islington". This granularity maximises ranking opportunities on less competitive queries.