How To Find Local SEO Keywords: 12 Tips That Convert

Find Keywords That Dominate Local Search Results

If you’re wondering how to find local keywords (or how to find local SEO keywords), you’re in the right place. Local keyword research is the process of discovering the exact words and phrases people type into search engines when they’re looking for services, products, or businesses near them. Rank for the right local queries and you drive relevant local traffic, show up in the Google Maps/local pack, and turn searches into customers.

Most businesses get this wrong by guessing phrases like “plumber in London” and stopping there. Doing so misses explicit keywords like “emergency drain unblocking near me” as well as implicit local keywords—searches that imply location or intent without naming a place (e.g., “who fixes burst pipes tonight”). Good local keyword research uncovers both.

This guide — backed by quotes from 12 local SEO experts — will show you, step-by-step:

• Why local keyword research matters for local visibility and high-intent traffic.
• How to perform local keyword research using search behavior, tools, and organic keyword reports.
• How to build a keyword strategy: location pages, dedicated service pages, blog posts, and Google Business Profile optimizations.
• How to scale across multiple locations and track local keyword rankings over time.
  

Ready to stop guessing and start targeting the keywords that actually bring in local customers? Scroll down — we’ll start with the simple research playbook and expert tips you can apply today.

Learn How To Do Local Keyword Research from 12 Industry Experts

Discovering how to find local SEO keywords can significantly boost your business’s online visibility and conversion rates. Our 12 industry experts present expert-backed strategies for identifying high-intent relevant keywords that resonate with your target audience and convert. From leveraging customer reviews to analyzing user queries, these proven techniques will help you do location based keyword research that uncovers location specific keywords valuable that drive results for your local business.

1. Extract Insights from Customer Reviews

Expert Insight: Traditional keyword reserach tools often overlook local intent, real-world phrases that customers naturally use to describe their needs. Customer reviews reveal phrases like “urgent plumber near me” or “cost to fix roof leak” that highlight clear buying intent.

Step-by-Step Implementation:

1. Export reviews from your Google Business Profile using tools like BrightLocal or ReviewTrackers

2. Collect reviews from your top 5-10 local competitors

3. Compile all review text into a single document

4. Use ChatGPT with this prompt: “Analyze these reviews and identify the top 20 phrases customers use when they have urgent needs or buying intent”

5. Create a spreadsheet ranking phrases by frequency of mention

6. Filter for high-intent phrases containing words like “urgent,” “need,” “looking for,” “cost to”

7. Verify search volume and keyword difficulty using Ahrefs or SEMrush keyword magic tool

8. Incorporate phrases with 10+ monthly searches and <30 keyword difficulty into your content

9. Monitor performance monthly through Google Search Console and Analytics

—Raisul Islam, Digital Marketing Executive, MeasureMinds Group

2. Leverage Localized Long-Tail Keywords

Expert Insight: Success comes from understanding user intent and focusing on what potential customers are actually searching for. Long-tail keywords like “best gluten-free bakery near me” and “custom birthday cakes [city name]” have lower search volume but much higher conversion intent.

Step-by-Step Implementation:

1. Analyze User Intent: Categorize your services by search intent (informational, navigational, transactional)

2. Use SEMrush Keyword Research: Filter results by local search volume for your specific area

3. Competitor Keyword Analysis: Run competitor domains through SEMrush’s Competitive Research tool

4. Google Autocomplete Research: Type your main keywords into Google and document all suggestion variations

5. Mine “People Also Ask” sections: Collect question-based keywords from search results

6. Local Community Research: Join local Facebook groups, Nextdoor, and forums to identify natural language patterns

7. Customer Survey Implementation: Ask existing customers: “What did you search for before finding us?”

8. Google My Business Insights: Review search query data from your GMB dashboard

— Chris Raulf, International AI and SEO Expert | Founder Boulder SEO Marketing

3. Mine Google Search Console Data

Expert Insight: “The gold is in your Google Search Console data, not theoretical search volume from tools like Ahrefs or SEMrush. Real people use phrases like ‘affordable bug guy near French Quarter’ that never show up in keyword tools.”

Step-by-Step Implementation:

1. Log into Google Search Console and navigate to Performance > Search Results

2. Set date range to last 3-6 months for sufficient data

3. Add filter: “Page” and select your main service landing pages

4. Add second filter: “Country” and choose your target location

5. Click “Queries” tab to see actual search terms

6. Export data to Excel/Google Sheets

7. Filter for queries with impressions >10 but CTR <5%

8. Identify hyperlocal phrases mentioning neighborhoods, landmarks, or ZIP codes

9. Cross-reference with Google Analytics conversion data

10. Create dedicated landing pages for high-potential, low-CTR terms

11. Monitor improvements monthly and adjust content based on performance

—Andrew Peluso, Founder, What Kind Of Bug Is This

4. Test Different Keyword Lists

Expert Insight: Local SEO has significant regional nuances – what converts for a London florist differs completely from what works for a cafe in Inverness. Split testing different keyword approaches reveals what actually works in your specific market.

Implementation Strategy:

• Phase 1 (Weeks 1-6): Implement your first keyword list across target pages

• Phase 2 (Weeks 7-12): Replace with alternative keyword variations

• Analysis: Compare engagement and conversion rates (use percentages, not raw numbers, as traffic builds over time)

• Decision: Implement the higher-performing keyword strategy permanently

— Aled Nelmes, Founder & CEO, Lumen SEO

5. Target Keywords with Advertising Demand

Expert Insight: “If companies are bidding for keywords in Google Ads, it means those keywords are making money. We want our SEO centered around profitable terms that businesses actively invest in.”

Step-by-Step Implementation:

1. Open Google Ads Keyword Planner (requires Google Ads account)

2. Enter your main service keywords

3. Set location targeting to your service area

4. Look for keywords with “High” or “Medium” competition levels

5. Note suggested bid ranges – higher bids indicate more valuable keywords

6. Export keyword list with competition data

7. Cross-reference with your organic keyword research

8. Prioritize SEO efforts on keywords with proven advertising demand

9. For small towns: Create location pages for surrounding areas to capture broader search volume

— Bogdan Krstic, Founder, Krstic SEO

6. Uncover High-Intent Local Search Terms

Expert Insight: Google Business Profile insights reveal actual search terms that trigger calls, direction requests, and visits – first-party data that generic keyword tools often miss. Keyword clustering helps group related local terms by intent for better content organization.

Step-by-Step Implementation:

1. GBP Insights Analysis: Log into Google My Business and review “How customers search for your business”

2. Search Console Geographic Filtering: Filter GSC data by location and page type

3. Conversion Mapping: Match search terms to actual conversions in Google Analytics

4. Keyword Clustering: Group related terms by user intent (emergency services, pricing inquiries, location-specific needs)

5. Content Hub Creation: Build themed local content around each keyword cluster

6. Performance Monitoring: Track which clusters drive the highest conversion rates

— Rahul Gulati, Founder, GyanDevign Tech

7. Explore Google Autocomplete for Hidden Gems

Expert Insight: Manual exploration of Google Autocomplete and “People Also Ask” boxes uncovers hidden, high-intent keywords that tools miss. Location-specific phrases like “best Chinese classes near Jing’an” or “weekend Mandarin classes in Pudong” bring real traffic despite low search volume.

Step-by-Step Implementation:

1. Incognito Browser Setup: Open incognito window to avoid personalized results

2. Location Setting: Set Google location to your target city

3. Autocomplete Research: Type main keyword + space, document all suggestions

4. Location Variations: Add city name, neighborhoods, landmarks to base keywords

5. Service Modifiers: Test with “best,” “cheap,” “emergency,” “near me”

6. People Also Ask Mining: Collect question-based keywords from PAA sections

7. Competitor GBP Analysis: Review how competitors describe services and user-generated questions

8. Hidden Phrase Documentation: Create master list of location-specific, low-volume but high-intent terms

— Velizara Tellalyan, Digital Marketing Consultant & Founder, velizaratellalyan.com

8. Focus on Conversion-Driven Search Phrases

Expert Insight: “Instead of chasing volume, focus on phrases people use right before they call or fill out a form. Someone ready to book might search ‘burst pipe repair Fitzroy 24/7′ – that specificity shows urgency and buyer intent, rarely appearing in volume-driven research.”

Step-by-Step Implementation:

1. Call Tracking Setup: Implement call tracking to trace phone inquiries back to search terms

2. Form Attribution: Use UTM parameters to track which keywords drive form submissions

3. CRM Data Analysis: Review customer intake forms for language patterns

4. Competitor Domain Analysis: Run competitor sites through Ahrefs, filter out branded terms

5. Geographic Filtering: Look for service pages ranking with neighborhood-level modifiers

6. GSC Conversion Mapping: Cross-reference GSC clicks with actual conversions

7. Google Ads Exact Match: Test high-intent terms in ads to validate conversion potential

8. Hyperlocal Content Creation: Build pages targeting specific neighborhoods, landmarks, emergency terms

Additional Tools:

• AlsoAsked.com for question-based local searches

• Session recordings to see actual user search behavior

• Local service area mapping for geographic keyword opportunities

— Josiah Roche, Fractional CMO, JRR Marketing

9. Analyze Real User Queries and Conversions

Expert Insight: “Search volume can be misleading with local modifiers. Instead of relying on tools, analyze what real users type before they convert. The key is moving beyond volume to focus on intent plus action.”

Step-by-Step Implementation:

1. GSC Performance Analysis: Navigate to Search Console > Performance

2. Page + Query Filtering: Use both “Pages” and “Queries” filters simultaneously

3. Conversion Page Focus: Filter for pages that generate form submissions or calls

4. Real Language Documentation: Ask phone customers: “What did you search for before calling?”

5. Long-tail Discovery: Look for phrases like “emergency plumber open Sunday in [City]” or “family lawyer with free consultation [City]”

6. Intent Verification: Cross-reference discovered terms with actual business outcomes

7. Content Optimization: Create pages matching the exact language customers use

— Daniel Reparat Bort, Founder, Smarktek

10. Understand User Intent Beyond Broad Terms

Expert Insight: Focus on specific problems customers are solving rather than broad terms. Highly specific keywords may not get searched often, but they add up to significant conversion potential because they directly match immediate user needs.

Research Strategy:

• Manual SERP Analysis: Search your services + city, examine top local results and map pack listings

• PAA and Related Searches: Document question-based and related search terms

• Internal Site Search: Analyze what visitors search for on your website

• Customer Language Mining: Extract phrases from reviews, conversations, and feedback

— Affan Ghori, SEO Consultant, Affan Ghori SEO

11. Track Local Share of Voice

Expert Insight: “I filter Google Ads Keyword Planner results to my client’s physical location and track performance using local SEO tools. The strategy combines optimizing both Google Business Profile and website through citations, localized content, and community-focused messaging.”

Implementation Approach:

1. Geographic Keyword Research: Use Keyword Planner with location filtering

2. Local Rank Tracking: Implement tools like BrightLocal or Local Viking

3. Share of Voice Monitoring: Track your visibility percentage for target keywords

4. API Integration: Use tracking tool APIs to measure clicks with UTM parameters

5. Dual Optimization: Simultaneously optimize GBP and website for maximum local visibility

— Christophe Deneulin, SEO Consultant, Christophe Deneulin SEO Consultancy

12. Optimize for Bottom-of-Funnel Searches

Expert Insight: Bottom-of-funnel keywords like “[keyword] services near me” face less competition and achieve higher conversion rates. Most landing pages target top or middle-funnel searches, creating opportunities for ready-to-convert terms.

Strategy Focus:

• Target service-specific + location modifiers (e.g., “plumbing services near me”)

• Create dedicated landing pages for transactional local searches

• Focus on “money in hand” search intent rather than informational queries

• Leverage lower competition levels for bottom-funnel terms

— Zechariah Tokar, SEO & PPC Freelancer, Israel SEO Freelancer

Key Takeaways

The most effective local SEO keyword research combines multiple data sources: customer language from reviews and conversations, first-party data from Google Search Console and Google My Business, competitive intelligence, and real conversion tracking. Success comes from understanding that local searchers use specific, often hyperlocal language that generic keyword tools miss.

Focus on intent over volume, test different approaches in your specific market, and continuously refine your strategy based on actual business outcomes rather than theoretical search metrics.