Local SEO Keyword Research Strategy

Welcome to Local SEO Keyword Research Strategy by Courses Buddy!

Keyword research is the foundation of any successful Local SEO strategy. Whether you’re optimising for Google Business Profile, local search queries, or geo-specific keywords, understanding how to find and prioritise the right terms is essential. In this course, you’ll learn how to use free and paid tools like Ahrefs, SEMrush, and Google Keyword Planner to uncover high-value local keywords. We’ll cover keyword clustering, prioritisation, and how to structure your content for maximum visibility in local search results. By the end, you’ll have a clear roadmap to dominate local rankings and attract targeted customers to your business.

In the first topic, we will explore the concept of keywords and the fundamental ideas to consider when compiling a list of relevant keywords.

The Importance of Keyword Research

Keyword research is crucial for the success of your SEO strategy and online visibility. It significantly impacts on-page SEO, website structure, and overall content organisation. Additionally, it influences how you communicate about your business, products, and services in daily interactions and marketing materials, both online and offline.

A well-conducted keyword research process provides valuable insights into your target audience, niche, competitors, and the evolving marketplace. Understanding what potential customers search for, their queries, and the problems they seek solutions for enables you to tailor your content, products, and services to meet their needs effectively.

The Evolution of Keywords in SEO

Every online search begins with a search query or search string—the words typed into a search engine. In the early days of SEO, during the 1990s, web pages were optimised by adding popular search terms into the meta keywords field within the source code. Search engines relied on this field to assess content relevance, making meta keywords a powerful ranking factor.

For example, if you entered “donuts, best donuts, London, sprinkles, donut boxes” into the meta keyword tag, search engines would understand that your webpage was related to these topics. However, as more websites emerged and competition increased, this method was frequently misused to manipulate rankings. Over time, the importance of the keyword meta tag declined, and in 2009, Google confirmed that it was no longer a ranking factor.

Since 2012, Google has encouraged the search community to focus on “things, not strings,” meaning the search engine prioritises context over mere keyword repetition. Unlike early SEO practices that relied on keyword stuffing, modern SEO requires a comprehensive understanding of search intent. Using relevant keywords, variations, synonyms, and related phrases remains essential, but building content around intent and establishing topical authority is now crucial.

Understanding Keyword Research

Keyword research involves identifying words and phrases that users type into search engines and determining their relevance to a website’s objectives. Since most search queries include multiple words, context plays a key role in Google’s ability to deliver accurate and relevant search results.

Search behaviour is constantly evolving, influenced by factors such as technology, user habits, and world events. Therefore, keyword research is an ongoing process rather than a one-time task.

For instance, the rise of mobile search has transformed user behaviour. Mobile devices account for approximately half of global web traffic, and a third of mobile searches are related to location. Google introduced the concept of “micro-moments” to describe instances when users turn to their smartphones for quick answers in moments of need, such as “I want to know,” “I want to go,” “I want to do,” and “I want to buy.” Understanding these moments and optimising content accordingly can help businesses attract more leads, increase sales, and enhance brand perception.

How Events Influence Search Trends

Events such as the COVID-19 pandemic have significantly impacted search trends, altering what users search for and how they seek information. Search volumes for terms like “garden trampolines” and “garden furniture” surged due to lockdown measures. Similarly, users not only search for products online but also look for local availability. Google reports an 80% year-over-year increase in searches for “local businesses near me” and “support local businesses,” along with an 8,000% rise in searches containing “who has [product] in stock.”

Global events also influence search behaviour. Following the death of George Floyd in May 2020 and the growth of the Black Lives Matter movement, searches related to Black-owned businesses rose sharply. This shift presented new opportunities for businesses owned and managed by people of colour.

Keeping track of world events and understanding how they impact search trends is essential for businesses aiming to maximise their visibility in search engine results pages (SERPs).

Understanding the Different Types of Keywords

In this lesson, we will explore how understanding search behavior and consumer queries helps categorize different types of keywords.

The Importance of Geography in Keyword Selection

Imagine you’re at home, and your hot water isn’t working. You might ask yourself, Could this be a problem with my…? If you’re in the UK, you might say boiler, whereas in the US, you might say hot water heater or furnace.

When conducting keyword research, it’s crucial to consider geography—both national and regional. The words and terms used by your target audience vary depending on location, and understanding these differences ensures better targeting.

The Impact of Seasonality on Keywords

Another critical factor in keyword research is seasonality. Is demand for your product or service affected by the time of year? If so, search volume for relevant keywords will fluctuate accordingly.

For instance, Google Trends data shows the seasonal popularity of search terms like furnace repair and air conditioning repair. Businesses in the HVAC industry should plan their keyword targeting based on seasonal peaks—offering air conditioning services in summer and heating services in winter. To maximize impact, content should be created and promoted before peak demand periods.

Understanding Search Volume

Search volume refers to the number of searches for a keyword over a given timeframe. However, there are key considerations:

Search volume ≠ clicks: Ranking #1 for a keyword doesn’t guarantee you’ll receive all the searches as clicks.

Averaged data: Most keyword tools provide a 12-month average search volume, which may not reflect seasonal trends. For example, a keyword like ice cream near me might have an annual search volume of 46,000, but 75% of those searches occur in summer.

Data sources vary: Google’s Keyword Planner and third-party tools (which use a combination of Google’s data and clickstream insights) may show discrepancies. Instead of focusing on exact numbers, look at directional insights—whether one keyword is more popular than another.

Keyword Demand Curve

Search demand follows a curve:

Head terms (Fat Head): High search volume, broad, competitive (e.g., plumber).

Chunky Middle: Moderately popular, more specific (e.g., emergency plumber near me).

Long-Tail Keywords: Low volume, highly specific, easier to rank for (e.g., 24-hour emergency residential plumber Brighton Road).

While head terms may seem attractive due to high volume, they are often vague and highly competitive. Instead, long-tail and chunky middle keywords usually have clearer intent and higher conversion rates.

Understanding search intent—the reason behind a query—helps in keyword selection and content strategy. The five primary types are:

Informational Queries – Users seek knowledge.

Example: How to crack your lower back like a chiropractor?

Common words: why, what, when, where, how, guide, tutorial, tips.

Navigational Queries – Users want to visit a specific site or brand.

Example: BrightLocal blog or Courses Buddy blog

Typically includes brand names or specific product/service names.

Commercial Investigation Queries – Users compare options before purchasing.

Example: Invisalign vs braces

Common words: versus, vs., comparison, reviews, best, compare.

Transactional Queries – Users are ready to buy or take action.

Example: Buy flowers online

Common words: cheap, price, coupon, buy, order, purchase, affordable.

Local Queries – Users seek location-based results.

Example: Emergency dentist near me

Even without near me or a location, Google may show local results based on intent.

Checking the SERP (Search Engine Results Page) for your keyword helps determine Google’s perceived intent and guides your content strategy.

Keywords align with different stages of the marketing funnel or buyer’s journey:

1. Awareness Stage (Top of Funnel)

Problem recognition: I don’t like my crooked teeth.

Search: Crooked teeth solutions.

Keywords: Informational (how-to guides, blog posts, educational content).

2. Consideration Stage (Middle of Funnel)

Researching solutions: Fix crooked teeth.

Evaluating alternatives: Invisalign vs braces.

Keywords: Commercial Investigation (comparisons, product reviews, case studies).

3. Decision Stage (Bottom of Funnel)

Ready to act: Orthodontists in Anchorage.

Keywords: Transactional (product pages, pricing, free trials, service listings).

4. Post-Purchase Queries

Example: How to clean braces.

Keywords: Informational & Retention (guides, customer support content, FAQs).

Understanding keyword types and search intent helps refine your SEO and content marketing strategy. Instead of fixating on exact search volumes, prioritize:

Relevance – Does this keyword match what your audience is searching for?

Intent – Does this keyword align with the buyer’s journey stage?

Competitiveness – Is it realistic to rank for this keyword?

Conversion Potential – Will ranking for this keyword drive meaningful results?

By targeting the right keywords at the right time, businesses can improve rankings, attract the right audience, and drive more conversions.

Here, we will explore the types of keywords that local search marketers should target for their own or their clients’ businesses. Targeting local keywords is essential for local SEO success. 

Understanding Local Keyword Research

When conducting local keyword research, we typically work with a combination of:

Core Terms – These relate to the business category or service/product offered. Examples include:

Dentist (offering general and aesthetic dentistry)

Lawyer (specializing in divorce law)

Vet (offering canine and feline care)

Keyword Modifiers – Additional words that refine the search and provide more relevant results. Modifiers can appear before or after the core terms and include:

Time Modifiers: 2025, summer, August, Halloween, Christmas, open now, open on Sunday

Buying Modifiers: Cheap, deal, luxury, free, shop online, free postage, coupon, offer, under $1,000

Brand Modifiers: Invisalign, Audi, Denplan, Petplan

Comparison Modifiers: Best, versus, top, reviews

Audience Modifiers: Families, kid-friendly, seniors, wheelchair-accessible

Question Modifiers: What, how, where, why

Zeitgeist Modifiers: Keywords reflecting current trends, e.g., “Black-owned businesses”

Wildcard Modifiers: Less common but potentially relevant terms

Location Modifiers: Near me, nearby, in Cardiff, in Chicago, Southwest

Explicit Local Searches: The location is clearly defined (e.g., “emergency plumber San Antonio”). Google understands the searcher wants results in that area.

Implicit Local Searches: No specific location is mentioned (e.g., “plumbers”), but Google still provides local results based on the searcher’s location.

Even though Google often shows local results for implicit searches, it’s still important to include location modifiers in your keyword strategy, as search results can vary based on how the query is phrased.

Many businesses focus on bottom-of-the-funnel searches, where consumers are ready to buy. These transactional searches include terms like “car dealerships near me” or “used car dealerships Kansas.” They have high conversion potential.

However, businesses can also benefit from targeting higher-funnel searches, which cater to consumers in the research phase. Examples include:

Informational Queries: “How to fix a leaky faucet,” “How much does a divorce lawyer cost?”

Comparison Queries: “Invisalign vs. braces,” “Agency vs. in-house marketing,” “Chiropractor vs. osteopath”

While these searches may not convert immediately, they allow businesses to:

1. Establish themselves as trusted sources of information
2. Capture potential customers earlier in their buying journey
3. Use content marketing and retargeting strategies to stay top-of-mind

In this session, we’ll uncover why having an in-depth understanding of a business is the foundation of effective keyword research. Then, we’ll take a structured approach to crafting a keyword seed list that aligns with business goals.

Before jumping into keyword metrics and search volumes, you need a strong grasp of the business you’re working with. Consider these key questions:

1. What is the business about?
2. What are its main products or services?
3. What makes it unique compared to competitors?
4. Who are its customers, and what problems do they need solutions for?
5. How does the business currently attract and retain customers?

Without these answers, building an effective keyword strategy becomes challenging. When onboarding a new client, I usually send them a questionnaire covering these areas. If they lack internal documentation, I schedule a call with key stakeholders—especially customer-facing employees. Their insights help us understand how potential customers talk about their needs and the words they use to search for solutions.

You can also read our Local SEO Guide for a deep understanding.

Generating Your Keyword Seed List

Once you have a solid understanding of the business and its audience, you can begin drafting a keyword seed list. Start by asking:

• What do you think potential customers are searching for?
• This is your brainstorming stage—list every possible term or phrase that comes to mind without worrying about search volume just yet.

Example Business: Urban Fitness Studio

Imagine we’re working with Urban Fitness Studio, a boutique fitness center in Los Angeles specializing in personalized workout programs and holistic wellness coaching. Let’s generate a keyword seed list based on their business profile.

1. What is the business about?
2. Personal training gym
3. Holistic wellness studio
4. High-intensity interval training (HIIT) center
5. What services do they offer?
6. One-on-one personal training
7. Group fitness classes
8. Yoga and mindfulness sessions
9. Nutrition coaching
10. What are the unique selling points?
11. Customized fitness plans
12. Focus on mental and physical well-being
13. Small class sizes for personal attention
14. Who are the target customers?
15. Professionals looking for flexible training schedules
16. Individuals recovering from injuries seeking safe workouts
17. Fitness enthusiasts wanting holistic health coaching
18. What terms might they search for?
19. Best personal trainer in LA
20. Holistic fitness classes near me
21. High-intensity interval training for beginners
22. Nutrition and workout plan for weight loss
23. Small group personal training sessions
24. Are there seasonal trends?

• New Year: weight loss challenges, fitness resolutions
• Summer: beach body workout programs
• Winter: indoor fitness training options

Are there common comparison keywords?

Personal training vs. group fitness, Yoga vs. strength training for flexibility, Home workouts vs. gym training

Organising Your Seed List

Once you’ve brainstormed your initial list, start organizing it into categories such as:

Service-based keywords (personal training, group fitness, yoga classes)

Location-based keywords (LA fitness studio, best gym in Hollywood)

Feature-based keywords (customized workout plans, HIIT for beginners)

Comparison-based keywords (yoga vs. Pilates, online vs. in-person training)

At this stage, don’t worry about filtering keywords. The broader the list, the more opportunities you’ll have when refining your keyword portfolio later.

Here we will build on our keyword seed list by using various data sources and free tools. If you have your seed list from Lesson Four, keep it open as we will use it throughout this lesson.

To illustrate this process, we will continue with our fictional example, Castle Rock Secure Storage.

Exploring Online Communities for Keyword Ideas

Knowing your marketplace inside and out helps you identify where potential customers engage online. This could be forums, Facebook groups, or other digital spaces. Analyzing discussions in these areas can uncover new keyword opportunities that may have been missed during initial research.

Castle Rock Secure Storage examined self-storage forums, reviewing popular topics over the past year. They discovered that many storage companies were discussing E-leases and the shift towards online booking systems, which provide convenience and COVID safety. As a result, they added the following keywords to their seed list:

1. E-lease self-storage
2. Book self-storage online
3. Online self-storage booking
4. Identifying Competitor Keywords

Client perception of competitors may differ from actual competitors in search engine results. It’s essential to consider both hyperlocal businesses that clients recognize and national brands with strong organic visibility.

To enhance their seed list, Castle Rock Secure Storage analyzed the websites of three small local competitors and a well-known national brand. They noted key terms used to describe products and services, ensuring that any relevant terms missing from their seed list were added.

If you have a Google Business Profile (GBP) listing, check the search queries that trigger your business profile to appear. Castle Rock Secure Storage analyzed their GBP insights and found additional keyword opportunities:

1. Storage units near me
2. Self-storage near me
3. Self-storage
4. Storage units
5. Examining the Search Engine Results Page (SERP)

Analysing the SERP for seed keywords provides insights into relevance, search intent, and competition.

For instance, Castle Rock Secure Storage investigated the keyword storage and found that while some results were related to household storage boxes, the majority focused on self-storage. The SERP featured a self-storage knowledge panel, local pack results, and organic listings for self-storage providers, reinforcing its relevance to their business.

Several SERP features provide valuable keyword insights:

Discover More Places: Displays business categories associated with your seed keywords. Castle Rock Secure Storage examined this feature for self-storage facility and added:

• Storage facilities
• Self-storage facilities
• Moving and storage services
• Boat storage facilities

People Also Ask (PAA): This feature highlights common user queries. Understanding these questions helps refine content strategy and FAQ pages. Castle Rock Secure Storage extracted relevant questions and added them to their seed list. Tools like AlsoAsked.com help automate this process.

Related Searches: Found at the bottom of the SERP, these highlight additional keyword ideas. Castle Rock Secure Storage identified a pattern where climate-control was frequently associated with searches. As a result, they added:

1. Climate-controlled storage containers
2. Climate-controlled storage units near me
3. Climate-controlled self-storage near me
4. Climate-controlled storage prices
5. Utilising Google Suggest and Answer The Public

Google Suggest provides auto-populated search queries based on user activity. Conducting searches using seed keywords can reveal additional modifiers. Castle Rock Secure Storage noticed self-storage near me, first month free as a common suggestion, indicating a possible promotional opportunity.

Moreover, free tools like AnswerThePublic visualize Google Suggest data, offering further insights.

Creating a Keyword Portfolio 

We’ll build a keyword portfolio using our seed list and gather keyword data to assess their relative popularity. This process requires a hands-on approach, where we’ll explore multiple data sources, add keywords, and track essential metrics in our keyword research spreadsheet. Throughout this journey, we’ll consider the relevance of these phrases and how they fit into the customer journey. Though time-consuming, this step provides invaluable insights into the client, their audience, the market, and the competitive landscape.

While some parts of this process can be automated, we’ll take a manual approach to refine our skills in keyword research and better understand our niche.

Step 1: Extracting Data from Google Search Console (GSC)

Our first step is to analyse our own data using Google Search Console (GSC). This free tool from Google provides insights into how often a website appears in search results, the number of clicks it receives, and the top search queries that drive traffic.

How to Extract Data:

1. Access Google Search Console – Log in to your or your client’s GSC account.
2. Navigate to the Performance Report – This report highlights key metrics such as total clicks and impressions.
3. Adjust the Time Frame – Extend the date range to 12 months instead of the default 3 months.
4. Enable Additional Metrics – Click on “Average Click-Through Rate” and “Average Position” for deeper insights.
5. Export Keyword Data – GSC allows exporting up to 1,000 queries. This will help us understand which keywords already have organic visibility.
6. Filter Your Data – Extract keywords relevant to your niche using a regex filter to include search terms like “store,” “storage,” “unit,” “near,” “boat,” “RV,” and “trailer.”
7. Organize Your Spreadsheet – Export the filtered results into a Google Sheet and remove any irrelevant rows.

After this process, we’ll have a strong set of keywords we’re already ranking for, along with search volume, click-through rate, and ranking position data.

Step 2: Expanding Keywords with Google Keyword Planner (GKP)

Next, we’ll use Google Keyword Planner (GKP) to identify new keyword opportunities. GKP is free but requires a Google Ads account to access.

Using GKP for Keyword Research:

• Choose “Discover New Keywords” – This allows us to find new keyword ideas.
• Input Seed Keywords – Enter up to 10 main keywords from our seed list.
• Set Geographic Targeting – If targeting a specific region, select that location. We’ll start with national search volume and refine later for local search volume.
• Analyse Search Volume and Competition – Identify high-volume, relevant keywords.
• Filter Out Irrelevant Keywords – Use the Refine Keywords panel to exclude branded terms and unrelated searches.
• Iterate the Process – Add new variations, including long-tail keywords and local modifiers (e.g., “storage units near me”).
• Use Competitor URLs – Enter competitor websites to uncover additional keyword ideas.

After filtering and refining, export the selected keywords to a Google Sheet.

Step 3: Organising the Keyword Data

• Now that we have comprehensive keyword data, we’ll organise it into our BrightLocal keyword research template:
• Copy & Paste Data into the GSC Tab – Transfer the relevant GSC export.
• Add Keyword Planner Data – Copy national search volume data to the “GKP National” tab.
• Extract Local Search Volume – Adjust GKP settings to local data and paste into the “GKP Local” tab.

Step 4: Interpreting the Data

While search volume is a crucial metric, competition levels in GKP primarily reflect paid search competitiveness, not organic difficulty. However, they can give insights into keyword profitability based on advertiser demand.

In this lesson, we’ll explore some of the best paid keyword research tools available. If you don’t have the budget for these tools, don’t worry—Google Search Console and Google Keyword Planner still provide a good amount of useful data. Additionally, most paid tools offer free trial periods, so you can take advantage of those to explore their features.

At the time of writing, here are some trial offers from popular keyword research tools:

1. Semrush – 7-day free trial
2. Ahrefs – 7-day trial for $7
3. Moz – 30-day free trial
4. SISTRIX – 14-day free trial

How Paid Keyword Research Tools Work

These tools crawl the web 24/7, similar to search engines, storing information about live websites, how they link to each other, and what keywords they rank for. They monitor billions of keywords in Google, covering head terms, the chunky middle, and the long tail of search.

Each tool calculates keyword metrics differently, including Keyword Difficulty (KD), usually rated from 0 (easiest) to 100 (hardest). They also use a mix of Google’s data and clickstream data to estimate search volume. While these metrics are helpful, they should be taken as guides rather than absolute truths.

If you have access to these tools, I highly recommend using them, as they allow you to export keyword data into your research spreadsheet.

Using Ahrefs for Keyword Research

Ahrefs is one of my favorite keyword research tools. Here’s how I use it:

Identify Competitor Keywords

• Add your competitors’ domains in Site Explorer (one at a time).
• Select Organic Keywords to view the keywords they rank for.
• Apply a position filter to show keywords where they rank between positions 1-20.
• Sort by search volume and select relevant keywords.

Expand Keyword Lists

Check for local geo-modifiers to capture location-based searches. Use question modifiers (e.g., “what,” “how,” “why”) to find mid-funnel queries.

Add relevant keywords like:

• What size storage unit do I need?
• How much does a storage unit cost?
• How big is a 5×10 storage unit?

Use filters to find long-tail keywords related to customer needs.

Export and Organise

Once you have a refined list, add the keywords to Ahrefs Keyword Explorer. Now, export the list and paste the data into your Ahrefs tab in your keyword research spreadsheet.

Using Semrush for Keyword Research

Semrush is another excellent tool with robust keyword research capabilities. One of its standout features is the Keyword Magic Tool.

Seed Keyword Analysis

Enter your seed keywords (e.g., self-storage, storage units, storage facilities).

Select Keyword Magic Tool from the left-hand menu.

Filter Irrelevant Keywords

Use the Exclude Keywords field to remove unwanted terms (e.g., “for sale,” “auction”).

Filter out competitor brand names to focus on generic keywords.

Finding Question-Based Keywords

Toggle questions to see only search queries in question form.

Identify mid-funnel content opportunities (e.g., How to store furniture in a storage unit?).

Keyword Clustering

Semrush clusters keywords into related groups.

Click on clusters like “online” to see trending terms such as:

secure self-storage pay online

self-storage online quote

Export and Organise

Add relevant keywords to Keyword Manager.

Export the list and paste it into your Semrush tab in your keyword research spreadsheet.

Keyword research is the backbone of any successful SEO strategy. It helps you understand what your audience is searching for, how competitive those keywords are, and how you can structure your content to rank higher. This guide will walk you through the essential steps of keyword research, clustering, and prioritisation.

Step 1: Understanding Keyword Research

Keyword research involves identifying the search terms people use to find content related to your niche. These keywords help search engines determine what your page is about and how relevant it is to users.

Types of Keywords

Short-Tail Keywords: One or two words with high search volume but also high competition (e.g., “SEO tools”).

Long-Tail Keywords: Longer phrases that are more specific and have lower competition (e.g., “best free SEO tools for beginners”).

LSI Keywords: Related terms that help search engines understand the context of your content.

How to Find Keywords

Google Autocomplete: Start typing in Google’s search bar and note the suggested searches.

Google’s “People Also Ask” Section: Provides commonly asked questions around a keyword.

Google Keyword Planner: A free tool to discover keyword ideas and search volume.

Ahrefs, SEMrush, Ubersuggest: Paid tools for in-depth keyword analysis.

Competitor Analysis: Use tools like Ahrefs to see which keywords your competitors rank for.

Step 2: Keyword Clustering

Once you have a list of potential keywords, the next step is clustering them into groups based on search intent and similarity.

Why Keyword Clustering Matters

1. Helps structure content effectively.
2. Prevents keyword cannibalization (multiple pages competing for the same keyword).
3. Improves ranking by covering related topics comprehensively.

How to Cluster Keywords

Group by Intent: Separate informational, navigational, transactional, and commercial investigation keywords.

Group by Similarity: Use tools like Keyword Cupid or Cluster AI to group related terms.

Create Content Pillars: Form pillar pages (broad topics) and cluster supporting subtopics around them. Example: Pillar: “SEO Tools Guide”

Clusters: “Best free SEO tools,” “How to use Ahrefs for SEO,” “SEO tools for keyword research.”

Step 3: Keyword Prioritisation

Not all keywords are equally valuable. Prioritising them helps you focus on the ones that bring the best results.

Factors to Consider

Search Volume: Higher volume means more traffic potential.

Keyword Difficulty (KD): Lower KD keywords are easier to rank for.

Commercial Intent: Keywords that indicate buying intent are more valuable for conversions.

Trends: Use Google Trends to check if a keyword is growing in popularity.

Prioritisation Strategy

Quick Wins: Low-competition keywords with decent search volume.

Evergreen Keywords: Topics that remain relevant over time.

High-Value Keywords: Commercial or transactional keywords that drive sales.

Trending Topics: Keywords that are currently gaining traction.

Keyword research, clustering, and prioritization are essential for crafting an effective SEO strategy. By understanding search intent, grouping related keywords, and focusing on high-value terms, you can improve your website’s rankings and drive targeted traffic.

Start applying these techniques today, and watch your SEO performance improve.

Success begins with the first step. Keep learning, keep growing!