74% of people today use sites like Google to find local businesses.

Thats why localizing your content is key. But in order to do that, you need to start small: with keywords.

Identifying the search terms that will serve to boost your rankings, better your traffic, and more, is the first step when optimizing your content and your site to top the search results. And trying to top the local search results involves even more particular, and obviously far more localized, key word selection.

So what exactly is a local key term and how does it differ from a regular one?

When your part of a large corporation, or an online merchant whose customers can hail from all over the world, for example, regular or “global” search terms will work well to drive traffic widespread to your site. While a global reach can be incredibly beneficial for your business to grow, sometimes, such a wide reach is not only unnecessary, but far less effective, when it comes to driving qualified traffic to your site and local customers to your door. That’s why having local keywords, which are far more targeted themselves can help you reach a market that is equally targeted, meaning more valuable leads that are more likely to bring your company real business.

Local Keyword Research

With Local SEO, the top keywords for each page can dramatically affect the search rankings, so choosing carefully is important. In order to determine which local key terms to target, there are two main options.

The first, involves using a more global keyword tool, like Google Adwords, and then narrowing and filtering down those keywords locally towards the end of the process, once you’ve gotten a general list of related keywords. Starting big and working your way into a more detailed, targeted list can be a good place to start and it can’t hurt to have a general list of key terms on hand. In order to identify the most targeted key terms, look to pick out the “low hanging fruit” from the bunch, and avoid terms that are too vague or too competitive. Collect relative traffic data about the remaining key terms to determine which will be the best for your local business.

The second, includes creating a list of local terms including key factors like zip codes, regions, city names, and so on. This way, you first target your primary keywords like “Florist” or “Italian Restaurant” and then add the details making them, “Florist Studio City” or “Italian Restaurant 91604.”


Once you’ve identified your local key terms, you need to implement them into your content, ensuring it’s location specific, fresh, relevant, and of course, quality.

And always make sure to include your address, phone number, contact information, hours and more on your site to ensure that Google, and searchers themselves, will know where to find your brick and mortar, once they find your site.