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Spell it. How to find keywords when planning strategy for local SEO?

7 minutes of reading
Spell it. How to find keywords when planning strategy for local SEO?
Category SEO

If you’re running a local business, it’s more important than ever to leverage the power of search engine optimization in order to attract customers who live near you and to grow your brand’s visibility among all the other businesses competing in your area. But how do you even begin? Suddenly it turns out that keywords are the key.


Let's start with keywords

To put it simply, keywords are the words and phrases that people type into search engines when looking for something. In terms of SEO, they’re used to help your website rank higher in search engine results pages.

Words are the basic element of positioning, because we can find them in many other elements on the website (here we are talking mainly about on-page optimization), mainly in:

  • URL address and slug
  • anchor text,
  • meta tags,
  • headers
  • content,
  • multimedia,
  • internal and external links.

The more popular a keyword is, the more competitive it will be. When choosing which keywords to target for your business’s campaign, consider how competitive each keyword is and whether or not you can compete with other websites on those terms.


There are a few different types of keywords you should consider when planning your local strategy: general, brand, long tail, regional, and in the form of questions.

  1. General keywords are the most basic and broad terms related to your business. For example, if you own a pizza shop, some general keywords might be pizza, food, or restaurant.
  2. Brand keywords are specific to your business name and can help customers find you more easily online. These keywords should be short and memorable so they’re easy to remember.
  3. Long tail keywords typically include words that describe what someone’s looking for. They often don’t have as much competition as other popular searches so they’re easier to rank for.
  4. Regional keywords are focused on search queries in your area and help drive more traffic from people nearby.

What do they mean for SEO?

Do you remember what SEO is all about? Search Engine Optimization for all activities that allow you to improve the visibility of a website in organic search results, which result in obtaining the highest ranking position in the SERP. In the case of local strategies, we want to stand out from the competition from the same geographical region.

Overall, optimization can be said to stand for keywords and content – these are the two most important elements that have a direct impact on the performance of search engines. Google and other browsers use algorithms that allow matching phrases to the intentions of users. The better the words match, the higher the ranking position. This is where the Pigeon and Opossum algorithms come in – it’s worth remembering about them. The more specific a keyword is, the more relevant it will be for people looking for that product or service.

Keyword research

Finding the right keywords is a critical part of any local SEO strategy. The first step is to brainstorm a list of potential keywords based on your business and location. Once you have a list, you can use a keyword research tool like Google AdWords Keyword Planner or KWFinder to get more information about each keyword. This includes things like search volume and competition level. Use this information to help you narrow down your list of keywords to a few that you think will be most effective for your business. Be sure to also do an analysis of which words are already being used in your website content and copywriting before selecting new ones.

What is "search intent"?

Search intent is what a person is looking for when they type a query into a search engine. There are four main types of search intent: navigational, informational, commercial, and transactional.

A navigational intent means that the searcher wants directions or an address to the location in question. An informational intent means that the searcher wants general information about something related to the location, such as business hours or other demographic information. A commercial intent means that the searcher is likely in the market for goods or services at that location, while a transactional intent means that they want to complete some kind of transaction at that location such as paying rent or buying tickets.

SEO specialists have divided search intent into four basic types. Here we enter the field of marketing psychology to create a profile of audience behavior. In this regard, the following should be taken into account:

  • duration of the session,
  • CTR indicator,
  • bounce rate,
  • the so-called micro-moments, i.e. phrases typed under the influence of an impulse.

People use their phones for just about everything these days, and that includes finding businesses “near me”. If you want your business to show up in these searches, you need to make sure you’re using the right keywords. It also helps people find you more easily, which is key if you’re a small business owner!

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Local SEO

Local SEO is the process of optimizing your online content and presence to rank higher in search results for searches with a geographic component. If you’re targeting a specific city, region, or even neighborhood, you’ll want to include location-based keywords in your website content, blog posts, titles, and meta descriptions. To find the right keywords, start by brainstorming a list of terms and phrases that are relevant to your business and location.

How to match keywords to the local audience community?

In order to match keywords to the local audience community, it is important to first understand what people in that community are searching for. Once you have a good understanding of the local market and what they are looking for, you can then begin to research and target specific keywords that will reach them.

One way to do this is by using Google Maps Keyword Tool, which lets you type in a keyword and see how many searches there are in any given area. The only downside is that it doesn’t show what type of businesses rank on the first page of search results, so it can be difficult to know if your target keyword will be useful or not.

If you have a long list of potential keywords from other sources like Google Adwords or Yelp, another option is to use Moz Local’s keyword tool with an online ranking checker – this will give you some insight into how competitive your potential keywords are.

And finally, one last thing: don’t get discouraged if the perfect keyword isn’t immediately available! Remember that as more people come up with new ways to look for things, new keywords will appear all the time. So it may take some experimenting to find exactly what you want.


If you want to plan an effective local SEO strategy, it’s important to start by finding the right keywords. There are a few different ways to go about this, including using keyword research tools and looking at your competition. Once you’ve found some potential keywords, it’s important to consider how difficult they will be to rank for and how much search volume they have. With the right keyword research, you can create a local strategy that will help you attract more customers and get better results in the SERPs.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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