Local keyword research: targeting people in your area

National keywords are competitive and often not what your customers search for. Someone looking for a dentist does not search "dentist." They search "dentist near me" or "dentist in Portland" or "best dentist downtown." These are local keywords, and they are easier to rank for and more likely to convert.

Local keyword research is different from national keyword research. You are not chasing millions of monthly searches. You are finding the specific searches people in your service area use when they need what you offer right now.

Local keyword research means identifying the location-based keywords your customers actually type into Google, then optimizing your website and Google Business Profile for those keywords.

How local search intent works

When someone searches locally, their intent is immediate and location-aware. They are ready to buy or book now. They want to know where you are and how to reach you. This is high-intent traffic.

National keywords have mixed intent. Someone searching "fitness coaching" might be researching, reading blogs, or just browsing. Someone searching "fitness coaching Denver" is ready to hire a coach. Someone searching "fitness coaching near me" is searching from their phone and ready to book today.

Local search intent breaks down into several patterns:

Near me searches

These are the most location-specific. "Plumber near me," "salon near me," "dentist near me." Google knows where the person is and shows results within a certain radius. These convert best but are highly competitive.

City-specific searches

"Plumber in Denver," "salon in Portland," "dentist in Seattle." These are easier to rank for than "near me" but still highly relevant. People are explicitly saying which city they want.

Neighborhood searches

"Yoga studio in Pearl District," "coffee shop on Hawthorne," "dentist in downtown Portland." These are more specific than city searches and often easier to rank for because they have less competition.

Local landmark searches

"Personal trainer near Pioneer Park," "salon by Union Station." These use local landmarks that residents know. They are less common but very targeted.

Finding local keywords for your area

Start with your main keywords and add location modifiers. If your main keyword is "fitness coaching," your local variations are:

"fitness coaching Denver" (city-specific)
"fitness coaching near me" (location-aware)
"fitness coaching South Denver" (neighborhood-specific)
"personal training Denver" (keyword variation + location)
"best fitness coach in Denver" (long-tail + location)

Use keyword research tools to check search volume for these local variations. Ahrefs, SEMrush, and Moz all show local search volume by location.

Step 1: List your main keywords

What is your core service? For a dental practice, your main keywords might be: dentist, teeth cleaning, crown, root canal, orthodontist.

Step 2: Add your location modifiers

Add your city: "dentist Portland," "teeth cleaning Portland." Add "near me": "dentist near me." Add your neighborhood if you serve multiple areas: "dentist Pearl District," "dentist Southeast Portland."

Step 3: Check search volume**

Use a tool to see how many people search each term monthly. Prioritize keywords with real search volume (at least 10-50 monthly searches in your area). Low-volume keywords are not worth targeting.

Step 4: Assess competition**

Look at who is ranking for these local keywords now. If the top 10 results are all big local chains, it will be hard to rank. If the top results are small local businesses like you, you have a real chance.

Long-tail local keywords**

The most valuable keywords are long-tail local keywords. These are specific, low-competition keywords that show high buyer intent.

Examples:

"dental crowns without drilling Denver"
"same-day dentist appointment Portland"
"pediatric dentist accepting new patients Seattle"
"cosmetic dentistry for smile makeover in Boulder"

These searches have lower volume (maybe 5-20 per month), but the person searching is very specific about what they want. They convert better than broad searches.

Where to use local keywords on your WEMASY site

Once you have identified your local keywords, use them strategically on your website:

Homepage

Include your main location and service. "Denver Dental Care specializing in cosmetic dentistry" tells both users and Google what you do and where.

Service pages

Create pages for each service with location keywords. A page titled "Cosmetic Dentistry in Denver" targets that specific keyword combination.

Location pages

If you serve multiple neighborhoods, create a page for each. "Dentist in Pearl District Portland" targets that specific neighborhood.

Meta tags

Include local keywords in your meta titles and descriptions. "Cosmetic Dentist in Denver - Same-Day Appointments Available" includes the location keyword and additional detail.

Google Business Profile

Include location keywords in your business description. "Denver dental practice specializing in cosmetic dentistry and root canals" works better than "dental practice."

Why location keywords matter more than you think**

National ranking is hard. You are competing against thousands of sites. Local ranking is achievable. You are competing against maybe 50 other dentists or plumbers in your city. A coffee shop in Denver running WEMASY can rank #1 for "coffee shop northeast Denver" because that is specific enough that there is less competition.

Focus on owning your local keywords first. Expand regionally or nationally later. Your bread and butter will be people searching with location modifiers.

Frequently asked questions