Story Based Question
Picture this: You run a local bakery in a small town known for its historic charm. You bake fresh bread, cakes, and pastries every day, and your loyal customers love the cozy vibe. But despite having a steady stream of foot traffic, you’re not seeing much success with your online presence. Your website isn’t showing up when people search for “best bakery near me” or “fresh bread in [Town].” A local marketing expert mentions that using local keywords can help you show up more often in search results. Now you’re wondering: What exactly are local keywords, and how can you find the right ones for your bakery to boost your online visibility?
Exact Answer
Local keywords are search terms that include specific geographic locations, such as cities, neighborhoods, or landmarks. To find them, you can use tools like Google Keyword Planner, Ubersuggest, or SEMrush. You can also analyze competitor websites, look at search queries people use to find businesses like yours, and consider local slang or regional terms.
Explanation
Local keywords are the building blocks of local SEO. They’re keywords that include geographic locations and help search engines connect your business to users in a specific area. For example, instead of just using “bakery,” a local keyword would be “bakery in [Town]” or “best bakery near [Landmark].” Here’s why local keywords matter and how you can find the right ones:
1. Why Local Keywords Matter
Using local keywords makes your website and online profiles more relevant to searches with local intent. For example, someone searching for “best bakery near me” wants to find a bakery close to their current location. By using location-specific terms, you help search engines understand where your business is located and increase the chances of showing up in local search results.
Here’s how local keywords help your business:
- Improve Local Rankings: Google uses local keywords to match searchers with businesses nearby.
- Attract Local Customers: People are more likely to click on search results that mention their city or neighborhood.
- Better Targeting: Using location-based terms means you’re reaching customers who are actually close by and ready to visit.
2. How to Find Local Keywords
There are several ways to discover local keywords that will help you get found in your area:
- Use Keyword Research Tools: Keyword research tools like Google Keyword Planner, Ubersuggest, or SEMrush can help you find local keywords related to your business.
- Google Keyword Planner: Type in broad terms like “bakery” and set the location to your city or region to get local keyword suggestions.
- Ubersuggest: Enter general keywords and filter results by location to discover local variations.
- SEMrush: Analyze competitors and find local keywords they’re ranking for.
- Look at Competitors’ Websites: Visit the websites of local competitors and see what keywords they use in their page titles, meta descriptions, and blog posts. This can give you an idea of what terms are working well in your area.
- Google Autocomplete: Start typing a query like “best bakery in” or “fresh bread near” into Google’s search bar, and see what autocomplete suggestions pop up. These suggestions are often based on what people are searching for in your area.
- Analyze Search Queries in Google Search Console: If you already have a website, check your Google Search Console account for search queries that bring people to your site. You may find local search terms you hadn’t considered yet.
- Use Local Slang or Landmarks: Think about regional language and landmarks people may use when searching. For example, if you’re located near a famous park or museum, add that to your keywords (e.g., “bakery near [Park Name]”). You could also use local slang or neighborhood names people use to describe your area.
3. Incorporating Local Keywords into Your Business Content
Once you’ve found the right local keywords, incorporate them into your website and Google My Business profile. Here’s where to include them:
- On Your Website: Add local keywords to your homepage, service pages, blog posts, and product descriptions.
- In Google My Business Profile: Use local keywords in your business description and posts.
- In Blog Posts: Create blog content about local events or topics that incorporate relevant keywords (e.g., “How Our Bakery Became a Local Favorite in [Town]”).
Example
Let’s go back to your bakery, Sweet Delights:
- Finding Local Keywords
You use Google Keyword Planner and find local keywords like “bakery in [Town],” “best cake shop in [Neighborhood],” and “fresh bread near [Landmark].” You also look at competitors’ websites and notice they’re using keywords like “pastries in [Town]” and “local bakery near [Park Name].” - Incorporating Keywords
You update your website by adding local keywords to the following:- Homepage: “Welcome to Sweet Delights Bakery, a family-owned bakery in the heart of [Town], serving fresh bread, pastries, and cakes every day.”
- Product Pages: “Try our best-selling croissants, a favorite at Sweet Delights Bakery in [Neighborhood].”
- Blog Post: “5 Reasons Sweet Delights is the Best Bakery Near [Landmark].”
- Optimizing Your Google My Business Profile
You update your GMB description to: “Sweet Delights is a local bakery in [Town] offering freshly baked bread, cakes, and pastries. Visit us for the best bakery experience near [Park Name].”
As a result, your bakery starts showing up for searches like “best bakery in [Town]” or “best cakes near [Landmark],” helping you attract more local customers.
Local keywords are essential for improving your local SEO and ensuring your business gets found by customers in your area. By using tools, analyzing competitors, and incorporating location-specific terms into your website and GMB profile, you can increase your chances of ranking higher in local search results and attracting more local customers.