How To Track Local Keyword Performance

Tracking local keywords is essential for improving your business’s visibility in regional searches. Here’s a quick guide to get started:

• Why Track Local Keywords?
  • Understand how your business ranks for location-specific terms (e.g., "plumber Perth").
  • Improve visibility in local search results and Google’s map pack.
  • Attract more customers from your area.
• Tools You’ll Need:
  • Google Search Console: Tracks search performance and geographic impressions.
  • Google Analytics 4: Analyses user behaviour and conversions by location.
  • Local Rank Trackers: Monitors suburb-level rankings and competitor performance.
• Steps to Set Up Tracking:
  1. Configure Google Search Console with localised settings.
  2. Tailor Google Analytics 4 for postcode and city-level tracking.
  3. Use geo-grid tracking to monitor keyword performance across specific suburbs.
• How to Find Local Keywords:
  • Use Google Business Profile Insights to identify high-performing terms.
  • Analyse competitors’ local keywords.
  • Focus on keywords combining your service, location, and modifiers (e.g., "emergency plumber Perth CBD").
• What to Monitor:
  • Rankings in specific suburbs or regions.
  • Visibility in the local pack.
  • Click-through rates (CTR) for local searches.
• Improvement Tips:
  • Update content to better match local search intent.
  • Optimise technical elements (e.g., schema markup, mobile-friendliness).
  • Adjust keywords based on seasonal trends and local events.

Getting Started with Tracking Tools

Best Tools for Local Tracking

Keep an eye on local keywords using Google Search Console, Google Analytics 4, and specialised rank tracking tools.

For Australian businesses, here are some key tools to consider:

Setting Up Location Tracking

1. Google Search Console Setup

Start by verifying your website and setting Australia as your target. Don’t forget to add your business address to improve local tracking:

• Add your business address to your profile.
• Adjust search appearance settings for local results.
• Use property sets if you manage multiple locations.

2. Google Analytics Location Settings

Tailor your GA4 property to local needs with these settings:

• Select a local timezone (e.g., AWST).
• Enable postcode-level tracking.
• Create location-based segments for major cities or regions.

3. Local Rank Tracker Configuration

Set up your rank tracker to focus on key Australian regions:

• Include capital cities and important regional centres.
• Track both mobile and desktop rankings.
• Turn on map pack monitoring for precision.

Once your tools are set up, you’ll be ready to identify keywords that resonate locally.

Finding Local Keywords

Here’s how to discover the best local keywords for your business:

• Google Business Profile Insights: Review the terms that trigger your business listing in local search results. Focus on keywords with high impressions and clicks.
• Competitor Analysis: Check which local keywords are driving traffic for competitors in your area, especially those ranking well in the map pack.
• Local Search Volume: Look at keyword search volume specific to your region. For instance, "plumber Perth northern suburbs" may have lower overall volume than "plumber Perth" but could attract more targeted leads.

Pro Tip: Choose keywords that combine:

• Your product or service
• Your location (city, suburb, or region)
• Useful modifiers like "24/7", "emergency", or "same day"

This approach ensures you’re targeting terms that bring in the right customers.

Tracking Methods and Setup

Google Search Console Setup

To track local keywords effectively in Google Search Console, follow these steps:

• Performance Report Configuration:
  • Use the "Countries" filter and select Australia.
  • Set a date range that aligns with seasonal local search trends.
• Search Appearance Review:
  • Examine search appearance data to assess local visibility.
  • Apply device filters to compare mobile and desktop performance.
  • Keep an eye on enhanced result types like rich results and featured snippets.

Combining country filters with device and appearance data gives you a clearer view of local performance. For deeper insights, switch to GA4.

Google Analytics Location Data

In GA4, create a custom geographic report to dive into local performance. Add dimensions like City, Region, and Country, and set up postcode tracking. Build suburb-level segments for even more detail.

Key metrics to monitor include:

For precision, consider adding geo-grid tracking to your strategy.

Geo-Grid Tracking Setup

Geo-grid tracking allows you to refine your local keyword analysis. Here’s how to set it up:

• Grid Configuration:
  • Place tracking points every 2-3 km in metro areas.
  • Use 5-10 km intervals for regional areas.
  • Focus on high-value suburbs first.
• Location Targeting:
  • Include your main service areas and neighbouring suburbs.
  • Set up zones to track competitors.
• Tracking Parameters:
  • Monitor organic rankings and map pack visibility.
  • Compare mobile and desktop performance.
  • Track essential keywords daily.

For example, in Perth, you might use a denser grid for suburbs like Scarborough or Fremantle, while opting for wider intervals in outer regions. Focus your efforts on areas with the highest customer density.

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Reading Your Keyword Data

Once your tracking tools are set up, the next step is making sense of the data you’ve gathered.

Analysing Local Search Volume

Understanding local search volume helps you measure keyword demand in specific regions. Pay attention to seasonal patterns, differences between metro and regional areas, and the split between mobile and desktop searches.

Here’s how to break it down:

Tracking Location-Based Rankings

When examining rankings tied to specific locations, focus on:

• Positions across different postcodes
• Visibility in local pack results for target suburbs
• Competitor performance in overlapping service areas

Use custom views to monitor rankings by location type. For example, track daily changes in key suburbs, observe weekly shifts in secondary areas, and review monthly trends in zones where you’re expanding. This helps highlight areas where you’re doing well and spots that need more attention.

Monitoring Local Search Click Rates

Click-through rates (CTR) reveal how users are engaging with your listings. Compare organic results against local pack rankings, check mobile performance in busy suburbs, and see how rich snippets are influencing clicks.

Key areas to monitor include:

• CTR for organic search versus local pack results
• Mobile CTR in high-traffic suburbs
• Performance of rich snippets

Compare these CTR patterns to past data and industry benchmarks. A low CTR could mean it’s time to adjust your content, update business hours, improve reviews, or boost your local relevance.

Improving Your Keywords

Use your tracking insights to fine-tune and adjust keywords for better performance in local search results.

Top Performing Keywords

Prioritise local keywords that show strong engagement in your target suburbs. Look for high-performing terms that include location modifiers (like ‘Northern Beaches’ or ‘Perth CBD’), service area specifics, or references to local landmarks.

Keep a matrix to monitor and manage top keywords:

Use these insights to tweak and improve keywords that are underperforming.

Improving Underperforming Keywords

Pinpoint what’s holding back underperforming keywords and take steps to fix these issues:

• Content Relevance: Update your content to better address local search intent. Incorporate suburb-specific details where possible.
• Technical Issues: Ensure technical elements like schema markup, targeted meta descriptions, and mobile optimisation are properly implemented.
• Competitive Analysis: Study top-ranking competitors to evaluate their content quality, local focus, Google Maps rankings, and citation strength.

After resolving these areas, adjust your keyword strategy to reflect seasonal trends.

Seasonal Keyword Updates

Tailor your keyword approach based on local seasonal trends and events.

Stay tuned to local events calendars and community activities to find temporary keyword opportunities. Sync your content calendar with school terms, public holidays, local festivals, sporting events, and council initiatives to stay ahead.

Measuring Results

Once you’ve refined your keywords, it’s time to track their performance using focused metrics.

Local Pack Rankings

Keep an eye on how your business performs in Google’s Local Pack:

Consider using geo-grid tracking tools for more precise location-based insights.

Google Business Profile Data

Your Google Business Profile provides valuable data about how users interact with your business in local search results:

This data can help you identify patterns and optimise for better engagement.

Connecting Keywords to Sales

To understand how your keywords drive sales, use these techniques:

• UTM Parameter Tracking: Create unique parameters for local landing pages. Include suburb names and service types to track performance in detail.
• Conversion Path Analysis: Map out user journeys by location and compare conversion rates across regions.
• Local Search Attribution: Assign unique phone numbers to track calls by region and link CRM data to calculate ROI for each keyword group.

Build a monthly dashboard to visualise how your local keyword strategy is impacting your business. This can help you spot seasonal trends and uncover new opportunities in your service areas.

Next Steps

Now that your keyword tracking is in place and analysed, here’s how to keep things running smoothly and improve your results.

Quick Tips

Stay on top of your local keyword performance with regular reviews.

Set up automated alerts and stick to a review schedule to catch any changes early.

If these tasks feel overwhelming, professional help can make managing your local Search Engine Optimisation much easier.

Professional Help Options

Sometimes, bringing in an expert can make all the difference. Here are some signs you might need extra support:

For businesses in Western Australia, expert SEO services can help improve local rankings. Search Scope offers tailored local SEO solutions to help Australian businesses manage and optimise keyword performance across multiple locations.

Related posts

• Checklist for Location-Specific Keyword Targeting
• How To Use Google Business Profile Insights
• Local SEO Audit & Strategy: How To Performs Audits for Local Sites
• What Is Geo-Grid Rank Tracking?