Keyword Research for Local Businesses: A Beginner’s SEO Guide

So, you’ve got a local business and you’ve heard over and over that keyword research is a must if you want to show up in Google results, attract more customers, and ultimately boost sales. But how do you master local SEO keyword research without getting lost in fancy terms or shelling out for expensive tools?

In this guide, we’ll walk you through local SEO keyword research step by step, focusing on actionable tips tailored specifically for local businesses. We’ve kept things approachable and straightforward, so you can get started right away.

Here are eight actionable steps to get started with local SEO keyword research:

Why Local Keyword Research Matters

Local keyword research is all about finding the exact phrases potential customers in your area use when they’re searching for products or services like yours. For example, if you own a coffee shop in Brooklyn, it’s not enough to rank for “best coffee beans.” You also need to rank for “best coffee shop in Brooklyn” or even hyper-local phrases like “coffee near Williamsburg.”

• High Intent: People looking for local services often have immediate intent to visit or purchase. If someone searches “coffee shop near me,” they’re likely ready to head out the door and buy.
• Less Competition (Usually): Compared to purely global or national keywords, local ones often face less competition—making it easier for a well-optimized local business to rank.
• More Qualified Leads: Because local searchers need something in your area, you’re attracting real potential customers rather than random visitors from across the world.

Step 1: Brainstorm Potential Keywords

Start with simple brainstorming. Think about your business, the services or products you offer, and how people might describe them. For example, if you’re a bakery in San Francisco specializing in vegan pastries:

1. Primary Industry Keywords: “Bakery,” “pastry shop,” “vegan bakery,” “cupcake shop,” etc.
2. Location Modifiers: “in San Francisco,” “near me,” “Mission District,” “SoMa,” “Bay Area.”
3. Product or Service Details: “vegan cupcakes,” “gluten-free pastries,” “wedding cakes,” and so forth.

Write down as many natural-sounding phrases as you can—ones you’d type into Google if you were on the hunt for your own services. Don’t worry about structure or accuracy just yet; this is your initial brainstorming phase.

Tip: Check out local forums, Facebook groups, Quora threads, or Reddit communities related to your industry or area. People often ask for recommendations (“Where can I find the best vegan donuts in SF?”). You’ll likely discover unique keyword ideas you hadn’t thought of.

Step 2: Validate with Basic Tools (Free Options Included)

Next, you want to see if these keywords have actual search volume and whether people are actively looking for them. You can use free tools (or free versions of paid tools) to get some basic metrics:

• Google Trends: Compare the popularity of different keyword phrases over time and across regions. Type in “vegan bakery San Francisco,” “gluten-free bakery SF,” etc., to see which ones show promising or rising interest.
• Google’s Autocomplete & ‘People Also Ask’ Sections: Start typing your keywords in Google’s search box and pay attention to how Google fills in the rest—these are real user queries. The “People Also Ask” section can also clue you into the questions people commonly ask about your services, such as “Does this bakery offer custom birthday cakes?”
• Keyword Surfer (a free Chrome extension): This gives you an approximate search volume right on the Google results page. It’s not perfect, but it can be a good start.

Why Validation Matters: You don’t want to create content around keywords that no one is searching for. At the same time, you don’t want to chase high-competition keywords (like “bakery” without any modifiers) where your website might struggle to rank.

Step 3: Prioritize Long-Tail, Location-Specific Phrases

When it comes to local SEO, long-tail keywords (which are more specific and usually longer phrases) can be your secret weapon. Instead of focusing on “bakery,” try “best artisan bakery in the Mission District” or “vegan-friendly pastry shop near Union Square.”

These phrases may have lower search volume, but:

• They’re typically easier to rank for—  fewer businesses target these more specific phrases.
• They reflect higher user intent—someone searching for “vegan-friendly pastry shop near Union Square” knows exactly what they want and is more likely to visit soon.
• They help Google (and other search engines) understand precisely what your business offers and where you’re located.

Step 4: Spy on Your Competition

A little friendly competition never hurts. By analyzing the keywords your rivals target, you can discover new opportunities and avoid areas that are overly saturated. Here are two ways to get started:

1. Manual Search Approach
   Simply type your main keywords into Google and see who’s dominating the first page. Explore their site content, blog categories, and frequently asked questions to spot patterns or keyword themes.
2. Free  SEO Tools or Browser Extensions
   Many platforms offer limited free options to help you uncover your competitors’ target keywords. A few worth checking out are:
   • Ubersuggest: Offers daily searches to view keyword ideas, competitor insights, and basic site audits without requiring a paid subscription.
   • Moz: The free version of Moz’s Keyword Explorer lets you do a handful of keyword searches each month, providing keyword difficulty scores and related suggestions.
   • Ahrefs Webmaster Tools: While Ahrefs is mostly paid, its Webmaster Tools (for site owners) and the free version of its Keyword Generator let you see some ranking keywords, track backlinks, and do limited competitor research.
   • SEMrush: Known for its in-depth competitor analysis. Although the free plan has strict limits, you can still glean useful insights into top-performing pages and some keywords.
   • Keywords Everywhere (Browser Extension): Shows estimated search volume, cost-per-click (CPC), and competition data right in your Google search results.

Use these tools to spot gaps or untapped keyword phrases in your niche. Then, optimize your own content around those terms—especially location-specific ones—to stand out in local searches.

Step 5: Create Targeted Content (Hint: Start a Blog!)

It’s time to put those validated keywords into action. One of the most effective ways to do this is by creating targeted content around each priority keyword.

• Homepage & Service Pages: Make sure your key services or product pages use relevant local keywords in the title tag, header tags, and body copy (in a natural way). If you’re a café, your homepage might highlight “Award-Winning Vegan Café in San Francisco.”
• Blog Posts: This is where you can really dive into those specific long-tail keywords. For instance, you could publish blog posts like:

— “Top 10 Vegan Brunch Spots in San Francisco (Including Our Shop!)”

— “How to Choose the Best Gluten-Free Wedding Cake”

— “A Local’s Guide to the Mission District’s Best Pastry Shops”

• Each of these blog posts allows you to naturally incorporate location-based keywords. Plus, the more quality content you have, the more opportunities you’ll have to rank in search results (and potentially appear in features like Google’s “People Also Ask” box).

If you’re feeling a little overwhelmed, don’t worry—you can keep things simple. Consider starting a small blog on your website to share local tips, business updates, or behind-the-scenes stories. It’s one of the easiest ways to consistently use new, relevant keywords and attract local traffic without being pushy. Even posting once a month can make a difference in your visibility and help search engines understand your business better.

Step 6: Optimize On-Page SEO

No fancy stuff here—just some basics that are often overlooked:

1. Title Tags & Meta Descriptions: Incorporate your primary keyword, but keep the copy engaging and to the point.

• Example Title Tag: “Best Vegan Bakery in San Francisco | Green Leaf Pastries”
• Example Meta Description: “Looking for fresh, vegan-friendly pastries in San Francisco? Check out Green Leaf Pastries in the heart of the Mission District.”

2. Headers (H1, H2, H3): Break up your content for readability and SEO. Use relevant keywords in headings where they fit naturally.
3. Image Alt Text: If you have mouth-watering photos of your cupcakes, label them with descriptive alt text like “vegan chocolate cupcake San Francisco bakery” so Google understands the content.
4. Internal Linking: Link from one page or blog post to another relevant page on your site. This helps visitors navigate and helps search engines understand your site structure.
5. Google My Business Profile: Not exactly on-page, but extremely important. Make sure your Google Business Profile is claimed, accurate, and updated with photos, hours, and correct address info. Many local searches pull directly from Google Maps or the local pack.

Step 7: Monitor Your Progress

Keyword research is not a one-and-done task. You’ll want to periodically check how your site is performing for the keywords you’re targeting. If you’re not seeing results, you may need to adjust your strategy—maybe you went after a keyword that’s too competitive, or perhaps the user intent isn’t what you expected.

• Google Search Console
  A free, invaluable tool that shows which queries bring users to your site and where you rank in the search results. Regularly check the “Performance” section to see which keywords generate the most impressions and clicks.
• Rank Tracking Tools
  Free or premium options exist for more detailed tracking of keyword positions. If you want to see exactly how you’re moving up (or down) in the search results, consider these popular tools:

• SERP Robot: Free with limited features; straightforward daily tracking.
• Ubersuggest: Free (limited searches) plus paid upgrades; combines keyword research with rank tracking.
• SEMrush: Mostly premium, known for deep competitor analysis and comprehensive position tracking.
• Moz Pro: Premium with a free trial; tracks desktop and mobile rankings.
• Ahrefs: Primarily premium but offers limited free data via Ahrefs Webmaster Tools; excels at backlink and competitor insights.
• SE Ranking: Paid but often more affordable than alternatives; includes local tracking.

By checking these tools weekly or monthly, you can spot any drops or gains in your rankings and refine your strategy accordingly. If a keyword isn’t moving upward, consider updating your content, improving internal links, or adjusting your focus to better match user intent.

Step 8: Engage Locally (Reviews & Community)

Engaging with your local community can indirectly boost your SEO. How?

• Reviews & Ratings: Encourage happy customers to leave a review on Google, Yelp, or TripAdvisor (depending on your niche). Good reviews not only increase trust but also signal to Google that you’re a reputable business in the area.
• Local Directories: Ensure your business info is accurate and consistent across all major local directories. Niche directories (like a local vegan restaurant guide if you’re a vegan bakery) can also drive targeted traffic.
• Local Partnerships: Collaborate with other local businesses or community events. Mention each other on your websites—this can generate local backlinks that further validate your location and expertise.

Bonus Tip: Don’t Forget Voice Search

Voice search is growing in popularity, especially for local queries. People tend to say things like, “Hey Google, find a vegan bakery near me” or “best vegan bakery in downtown San Francisco.” If you incorporate more natural language keywords and keep your site mobile-friendly, you’ll be better positioned to tap into that voice search traffic.

Wrapping It Up

Local keyword research doesn’t have to be confusing or overly technical. By brainstorming relevant phrases, validating them with free tools, focusing on long-tail keywords, and creating targeted content on your site (and blog), you’ll be miles ahead of competitors who are still trying to rank for overly generic terms.

Remember, SEO is an ongoing process, especially for a local business—markets evolve, consumer interests shift, and algorithms change. But with the foundational steps above, you can adapt and grow without having to learn entirely new systems. Keep it simple, keep it local, and keep it real. That’s the key to making sure your local SEO efforts bring in more foot traffic and loyal customers.

So go ahead—take the first step in your keyword research journey, and consider starting your own blog to share your expertise and connect more deeply with your community. Before you know it, you’ll be that go-to local business everyone is talking about!

Frequently Asked Questions