Checklist for Location-Specific Keyword Targeting
Last Updated on 25 September 2025 by Dorian Menard
Targeting location-based keywords is essential for businesses aiming to connect with local customers. Here’s a quick summary of how to do it effectively:
- Why Use Location Keywords?
- They face less competition and are easier to rank for.
- They attract local customers with high purchase intent.
- They help businesses appear in local search results.
- Steps to Optimise for Location Keywords:
- Find Keywords: Use tools like Google Keyword Planner or Semrush to combine your services with location terms (e.g., "dentist in Miami").
- Add Keywords to Your Website:
- Include them in meta titles, descriptions, headings, and URLs.
- Create location-specific content and landing pages.
- Use local business schema markup.
- Monitor Results:
- Track performance using Google Analytics or Search Console.
- Adjust keywords based on traffic, clicks, and conversions.
- Pro Tip: Regularly review performance and refine your strategy using analytics tools and competitor insights.
This strategy helps businesses rank higher in local searches, attract relevant traffic, and increase conversions. Follow the checklist to ensure your local SEO is on point.
How To Do Local Keyword Research to Rank #1
Step 1: Finding the Right Location-Based Keywords
Here’s how to identify local keywords that can help your business stand out.
Brainstorm Keywords Related to Your Services
Start by listing words or phrases that describe your services the way your customers might. Think about both industry-specific terms and everyday language. This approach ensures your keywords match what people are actually searching for.
For example, a dental office might include:
- Dental services
- Teeth cleaning
- Root canal
- Cosmetic dentistry
- Emergency dentist
Don’t forget to add specific treatments, symptoms, or common questions your customers might have. Once you have this initial list, use keyword research tools to refine and expand it.
Leverage Keyword Research Tools
Keyword tools can help you fine-tune your list. Tools like Google Keyword Planner show search volume for specific locations, Semrush provides insights into keyword difficulty in local markets, and Google Autosuggest highlights trending search terms.
For instance, with Semrush’s Keyword Overview tool, you can select a specific city or region to see local search data and competition levels.
Read our article on the top 10 keyword tools for local keyword research.
Add Location-Specific Details to Keywords
Make your keywords more targeted by including geographic details. Add terms like city names ("dentist in Miami"), neighborhoods ("Maplewood dental clinic"), or phrases like "near me" to your keywords.
For example, a business in the Twin Cities could optimise for terms like "Minneapolis dentist" or "St. Paul emergency dental care".
Once you’ve built and refined your keyword list, you’re ready to incorporate them into your website for better visibility.
Step 2: Adding Location Keywords to Your Website
Once you’ve pinpointed your location-based keywords, it’s time to seamlessly weave them into your website to boost visibility and relevance.
Update Meta Titles and Descriptions
Craft meta titles and descriptions that naturally include your location keywords. Keep meta titles under 60 characters and descriptions between 150-160 characters to ensure they display properly in search results.
For instance, instead of a basic "Bakery | Fresh Baked Goods", you could write: "Best Bakery in NYC | Fresh Baked Goods Daily".
Write Location-Specific Content
For each location page, focus on including:
- Detailed descriptions of the services offered in that area
- Customer reviews and promotions tailored to the local audience
- Photos relevant to the specific location
- Up-to-date contact information for that branch or office
Read our comprehensive guide on how to write location specific blog content on your website.
Optimise URLs and Headings with Location Keywords
Structure your URLs to reflect the location logically:
example.com/services/[city-name]/[service] example.com/locations/[state]/[city] In your headings:
- Use your main location keyword in the H1 tag
- Add neighborhood or area-specific terms in H2 subheadings for more context
Tip: Avoid cramming keywords into your URLs and headings. Keep them clear and natural for both users and search engines.
With your website now tailored for location-based searches, monitor its performance regularly to fine-tune and improve your approach.
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Step 3: Monitoring and Improving Your Keyword Strategy
Once you’ve added location-based keywords to your site, the next step is keeping an eye on their performance and tweaking your strategy based on what the data tells you.
Track Results with Analytics Tools
Tools like Google Analytics and Google Search Console are essential for tracking how well your local SEO efforts are working. These tools can help you measure geographic traffic, conversions, and keyword performance.
Metrics to keep an eye on:
- Geographic traffic patterns
- Conversion rates by location
- Rankings for local keywords
- Search impressions and clicks
- User behavior on location-specific pages
In Google Search Console, the Performance tab lets you filter queries by location. This is a great way to identify which local keywords are driving results.
Adjust Keywords Based on Performance
Regular reviews of your keyword performance help you fine-tune your strategy. Checking in every quarter works well, as it gives enough time to see the impact of your changes.
Here’s a quick guide to analysing your results:
| Metric | What to Look For | Next Steps |
|---|---|---|
| High Traffic, Low Conversions | Keywords bringing in visitors but not leads | Update content to better match search intent |
| Low Traffic, High Competition | Struggling to rank for competitive terms | Shift focus to long-tail keyword variations |
| High Impressions, Low Clicks | Meta titles and descriptions not drawing clicks | Rewrite meta content to include location-specific terms |
Pro tip: Tools like SEMrush can help you dig into your competitors’ local keyword strategies. This might uncover opportunities you’ve missed or highlight areas where you can improve.
When analysing your data, look for common trends. For example:
"If a certain keyword brings in a lot of traffic but leads to few conversions, it’s a sign that the content or landing page might not align with what users are looking for."
Experiment with A/B testing for meta titles and descriptions to find what resonates most with your audience. For instance:
- "Service Name in [City]" vs.
- "[City] Service Name – Local Experts"
This kind of testing can help boost click-through rates and ensure your local SEO strategy stays dynamic. And while these adjustments are key, working with SEO professionals can take your efforts to the next level.
Work with Experts to Improve Local SEO
Collaborating with SEO professionals can help boost your local search rankings by using advanced tools and expertise. For example, Search Scope focuses on local SEO services like optimising Google My Business profiles, crafting location-specific content, and monitoring rankings in targeted areas to increase visibility.
These experts simplify tasks such as building location-specific landing pages and tailoring your strategy to local search habits. Their approach often includes:
| Aspect | Expert Contribution | Business Impact |
|---|---|---|
| Keyword Research | Using advanced tools and deep local insights | Attracts targeted traffic from specific areas |
| Content Strategy | Developing location-focused pages and posts | Engages local audiences more effectively |
| Technical SEO | Implementing local schema and geo-targeting | Boosts appearance in local search results |
| Performance Tracking | Providing detailed analytics and reporting | Refines strategy with actionable data |
"Creating location-specific landing pages and incorporating localised content and geo-specific keywords can improve local SEO rankings"
Professional agencies combine services like Local SEO, Google Maps optimisation, and reputation management to build a strong local presence. Some of the benefits include:
- Access to advanced SEO tools and analytics
- Updates based on trends in local search behavior
- Expert management of your Google Business Profile
- Seamless integration of location-specific keywords across all platforms
For businesses wanting to simplify the process, hiring experts means they can manage the technical work while you focus on other priorities. With their guidance, and local SEO insights, your marketing efforts can deliver measurable improvements.
Summary and Final Checklist
Key Takeaways
Achieving success with location-based keyword targeting requires careful planning and execution.
This includes using tools like Google Keyword Planner and SEMrush for research, strategically applying keywords across your website, and consistently tracking performance.
These steps work together to boost local search visibility, attract the right audience, and fine-tune your approach based on data. Keep these essentials in mind as you work through the checklist below.
Checklist for Location-Based Keyword Targeting
Use this checklist to streamline your local keyword strategy:
- Keyword Research and Analysis
- Leverage tools like Google Keyword Planner and SEMrush to find promising local keywords.
- Explore variations that pair service terms with location modifiers, neighborhoods, and "near me" phrases.
- Website Optimisation
- Develop and refine location-specific landing pages, naturally incorporating your keywords.
- Keep content readable and engaging while including geographic terms.
- Technical Implementation
- Optimise meta titles and descriptions with location-specific keywords.
- Use location terms in URLs when appropriate.
- Add local business schema markup to improve search engine understanding.
- Performance Tracking
- Track metrics such as local search rankings, traffic from specific areas, conversion rates by location, and keyword position changes.
FAQs
How to do keyword research for local business?
To find the right keywords for a local business, you need a focused approach that targets location-specific search terms. Here’s how you can do it effectively:
Step 1: Combine Services with Location Terms
List all the products or services your business provides, then pair them with location-based terms like:
- City or suburb names
- Phrases like "near me"
- Neighborhood names
- Variations like "in [location]"
Step 2: Use SEO Tools
Leverage tools like Google Keyword Planner, SEMrush, or Ahrefs to analyse search volume, competition, and local trends. These tools help you pinpoint which terms are worth targeting.
Step 3: Focus on Local Intent
Look for keywords that clearly show local intent. These are search terms that indicate users are interested in businesses in your area and are likely ready to take action.
Step 4: Add Keywords to Your Website
Once you’ve identified the best local keywords, use them naturally in your website’s content and metadata. Make sure they fit seamlessly while keeping the focus on local relevance.
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Dorian Menard
https://searchscope.com.auI’m Dorian, founder of Search Scope and an SEO obsessed with ROI and lead generation. After a decade in the trenches, I’ve built and ranked digital assets for businesses across the world. I cut through the noise with data, automation, and strategies that actually convert. When I’m not scaling rankings, you’ll find me on a motorbike or setting chess traps — always planning three moves ahead.