Someone in your city just picked up their phone and asked, “Where can I get my car serviced today?” Another person typed “best brunch spot near the cathedral” while walking through your neighbourhood. A third said to their smart speaker, “Find me a 24-hour pharmacy that’s open right now”.
But the question isn’t whether people are searching for businesses like yours. They absolutely are. The question is whether they’re finding you – or maybe your competitors?
Local keyword research is the foundation that determines who wins these searches. It’s the process of discovering exactly what words and phrases your potential customers use when looking for products and services in your area.
Get it right, and you show up precisely when people need you. Get it wrong, and you’re invisible to the customers walking past your door.
This ins and outs guide walks you through the complete local keyword research process for 2026 – from identifying your core terms to scaling across multiple locations. Whether you’re managing a single shop or a network of hundreds of branches across Europe or the globe, you’ll learn exactly how to find local keywords that drive real customers through your doors.
What Is Local Keyword Research in 2026?
How to do local keyword research? What are local SEO keywords? How to find keywords for local SEO?
At Getpin, we hear these questions daily from businesses trying to improve their local visibility. So, let’s start with the fundamentals.
Local keyword research is the process of identifying the specific search terms people use when looking for products, services, or businesses in a particular geographic area, e.g. “delicious pizza London”. Unlike traditional keyword research that targets broad, national audiences, e.g. “best shoes for running”, local SEO keyword research focuses on searches with geographic intent – whether that intent is stated explicitly or implied by context.
Here’s the critical distinction that many businesses miss:
Explicit local keywords include a clear location signal. Someone typing “frog legs in Paris” or “best tapas bar near Plaza Mayor” is telling Google exactly where they want results from. These searches are straightforward to target because the geographic intent is obvious.
Implicit local keywords don’t mention a location at all, yet Google still delivers local results. When someone searches “emergency locksmith” at 2 a.m., Google knows they need someone nearby – not a locksmith three countries away. The search “coffee shop open now” triggers the Local Pack without any city name attached because Google uses the searcher’s IP address and device location to determine keyword relevance by location.
For businesses serious about local search optimization, targeting both types is essential.
Explicit keywords let you build location-specific landing pages or web-sites. Implicit keywords require strong Google Business Profile optimization to capture searches where Google decides local intent exists.
The digital world has shifted dramatically in recent years. Voice search, AI-powered results, and changing user behaviour mean that local keyword research in 2026 looks fundamentally different from even a few years ago.
Mobile searches dominate.
Conversational queries are the norm.
And Google has become remarkably sophisticated at understanding what searchers actually want – even when they don’t spell it out.
How AI and Voice Search Are Changing Local Keyword Research in 2026
Here’s a statistic that should reshape how you think about local keywords: nearly 50% of voice searches have local intent. When someone asks their phone or smart speaker a question, there’s a coin-flip chance they’re looking for something nearby.
Voice search has exploded. Over 70% of Americans own smart speakers, and 500 million people use Siri across the globe. Voice commerce market is projected to reach USD 186.28 billion by 2030.
And the way people speak to voice assistants is fundamentally different from how they type.
Consider the difference:
Typed search: “petrol station center Berlin”
Voice search: “Hey Google, where’s a petrol station in the city center of Berlin?”
The voice query is longer, conversational, and packed with qualifying information. It’s a question, not a keyword string. And 80% of voice searches are conversational in exactly this way.
Below see how different results can be for short-tail vs conversational queries:
This shift demands a complete rethinking of strategy on how to search local keywords. Traditional short-tail keywords like “affordable restaurants in Lisbon” still matter, but they’re no longer sufficient. You need to capture:
- Question-based queries starting with who, what, where, when, why, and how. “Where can I get same-day glasses in Leeds?”, “What pharmacy delivers prescriptions in Barcelona?”
- Natural language phrases that mirror actual speech. “Pizza places that deliver late at night” rather than “pizza delivery late”.
- Qualifier-rich searches that include specific requirements. “Mechanic that works on BMWs and speaks English”, “Hotel with pool near airport under 150 euros”.
Featured snippets have become crucial because 40.7% of voice search results come from featured snippets. When someone asks a question, voice assistants often read the featured snippet aloud as the answer. Structuring your content to win these snippets – with clear, direct answers containing right local keywords to common questions – directly impacts voice search visibility.
For multi-location businesses, this creates both challenges and opportunities. A pharmacy chain needs to optimise for “pharmacy open now” across hundreds of locations simultaneously. A hotel group must capture voice searches for dozens of cities in multiple languages. The complexity scales rapidly – but so does the potential reward.
Getpin – Voice-Ready Multi-Location Management When voice searches trigger results across your locations, consistency becomes critical. Getpin enables businesses to manage location data across Google Business Profile, Apple Maps, Bing Places, Facebook, LinkedIn, Yelp, TripAdvisor, and other platforms from a single dashboard. Get the local keywords your locations will be found by your customers and update your services, hours, or contact information once, and changes push to all platforms simultaneously – ensuring voice assistants always have accurate information to deliver to searchers. |
Why Local Keyword Research Matters for Local SEO Performance
Skip this section if you already know why keywords matter. But if you’re wondering whether local keyword research is worth the investment of time and resources, consider what’s actually at stake.
The Map Pack is prime real estate
When someone searches for a local business, Google typically displays a map with three business listings at the very top of results – above all organic listings, above all ads in some cases. These three slots capture a disproportionate share of clicks, calls, and direction requests. Your location-based SEO strategy directly determines whether you appear here.
Local searches convert at remarkable rates
Unlike informational searches where someone might be researching with no purchase intent, local searches signal readiness to act. Someone searching “tyre replacement near me” isn’t browsing – they need tyres replaced. Someone asking “Italian restaurant open now” is hungry and ready to book. The commercial intent is baked into local search behaviour.
Your competitors are doing this
Every business that ranks above you in local results has either intentionally optimised for local keywords or gotten lucky. Luck runs out. Intentional optimisation compounds over time. The businesses that systematically research and target local SEO keywords build sustainable advantages that become increasingly difficult to overcome.
Keyword insights reveal customer language
Beyond rankings, keyword research by location teaches you how your customers actually think and speak about your services. You might call it “vehicle diagnostics” while your customers search for “car check-up”. You might emphasise “bespoke tailoring” while they type “custom suit fitting near me”. Aligning your language with customer language improves everything – your website copy, your ads, your in-store signage, your staff training.
How to Do Local Keyword Research: A Step-by-Step Framework
Let’s get practical. Here’s the complete local keyword research process that works for businesses of any size – from a single location to enterprise networks spanning multiple countries.
Step 1. Identify Core Terms for Local SEO Keyword Research
Every local keyword strategy starts with seed keywords, which are the foundational terms that describe what your business does. These aren’t location-specific yet. They’re the raw materials you’ll combine with geographic modifiers later.
Think in three categories:
- Business type keywords describe what kind of business you are. A dental practice might use: dentist, dental clinic, dental surgery, dental office. A fitness business: gym, fitness centre, health club, workout studio. These are the terms people use when searching for your category of business.
Google autocomplete suggestions will help you to find the necessary key words completely free of charge.
- Service and product keywords describe what you actually offer. The dental practice adds: teeth whitening, dental implants, emergency dental care, orthodontics, root canal treatment. The gym adds: personal training, group fitness classes, weight training, yoga classes, spinning. Be exhaustive here – every service you offer is a potential keyword.
- Problem-based keywords describe the issues that drive customers to seek your help. The dental practice: toothache, broken tooth, bleeding gums, crooked teeth. The gym: lose weight, build muscle, get fit, back pain exercises. These capture searchers who know they have a problem but might not know what solution they need.
Another free tool to find seed keywords is Google’s “People also ask” section:
Build your initial list without filtering. Quantity matters at this stage. You’ll refine later.
Pro tip: Look at your own Google Business Profile categories. Google’s category system reflects how they understand business types – and how searchers think about them. Your primary and secondary categories should all be represented in your seed keyword list.
Step 2. Expand Your Core Terms with Local Keyword Modifiers
Raw seed keywords become powerful local keywords when combined with modifiers – additional words that add specificity, urgency, or qualifying criteria:
- Quality and ranking modifiers: best, top, recommended, trusted, reputable, leading, premier, award-winning.
- Price and value modifiers: affordable, cheap, budget, luxury, premium, discount, free consultation, price, cost.
- Urgency and availability modifiers: emergency, urgent, same-day, 24-hour, open now, open late, open Sunday, walk-in.
- Convenience modifiers: near me, nearby, close to, within walking distance.
- Service-specific modifiers: mobile, home visit, delivery, drive-through, online booking.
Combine your seed keywords with relevant modifiers:
Dentist becomes → emergency dentist, best dentist, affordable dentist, dentist open Saturday, 24-hour dentist.
Teeth whitening becomes → professional teeth whitening, same-day teeth whitening, teeth whitening cost, best teeth whitening.
Personal training becomes → affordable personal training, female personal trainer, personal training for beginners, online personal training.
Google’s free tool “People also search” can help you in this journey:
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Not every combination makes sense for every business. A luxury hotel doesn’t need “cheap hotel” keywords. An emergency plumber absolutely needs “24-hour plumber” variations. Select modifiers that match your actual offerings and target customers.
Step 3. Add Location-Based Keywords to Build Local Relevance
Now your expanded keyword list gets localised. This is where location keywords come into play.
Start your location-based keyword research with the obvious geographic terms:
- City names: dentist in Ohio, gym in Amsterdam, restaurant in Prague.
- Neighbourhood and district names: Shoreditch dentist, Kreuzberg gym, Born restaurant Barcelona.
- Postal codes and areas: dentist SW1, gym 1010 Vienna, restaurant 75004 Paris.
- Landmark references: hotel near Eiffel Tower, pharmacy near Central Station, restaurant near stadium.
But don’t stop at formal names. Include colloquial and informal location references that locals actually use:
- Shortened city names (LA for Los Angeles, Brum for Birmingham)
- Neighbourhood nicknames
- Well-known intersection or area descriptions
- Regional identifiers (South Manchester, East Berlin, North London).
For service-area businesses without brick-and-mortar storefronts, focus on the areas you serve rather than where you’re based. A mobile car detailing service needs keywords for every neighbourhood they cover, not just their home address.
The multiplication effect: If you have 20 seed keywords, 10 modifiers, and 15 location variations, you’re looking at thousands of potential keyword combinations. Not all will be worth targeting, but this systematic expansion ensures you don’t miss opportunities.
Step 3. Mine Customer Reviews for Keyword Language
Here’s a local keyword research technique that most guides don’t cover at all: your customer reviews are a goldmine of keyword data.
When customers write reviews, they use natural language – the exact words and phrases they’d type into Google. They describe your services in their own terms, not your marketing language. They mention specific features, benefits, and experiences that matter to them.
Consider these real patterns from reviews:
“Finally found a mechanic who actually explains what’s wrong with my car before doing any work” → Keywords: mechanic who explains, honest mechanic, transparent car repair.
“Great for a quick healthy lunch when you’re working nearby” → Keywords: quick healthy lunch, lunch near office, fast healthy food.
Review mining reveals:
- Customer vocabulary that might differ from industry jargon
- Specific use cases you hadn’t considered targeting
- Emotional triggers that indicate high-intent searches
- Feature mentions that could become targeted keywords
- Pain points that drove customers to find you.
Getpin – AI-Powered Review Analysis for Keyword Discovery Manually reading thousands of reviews across multiple locations isn’t practical. Getpin’s Business Insights service uses AI to analyse incoming reviews and cluster them into 5-6 main segments automatically. The system identifies recurring themes, language patterns, and sentiment – revealing the exact vocabulary customers use to describe your business. This analysis spans reviews from Google Maps, Bing Maps, Yelp, TripAdvisor, and other platforms, providing comprehensive keyword insights that single-platform tools miss. |
Step 4. Analyse Local Keyword Search Volume and Difficulty
Not all keywords are worth pursuing. Some have no search volume. Others are so competitive that ranking would require resources you don’t have. Step 4 is about prioritising your keyword list based on data.
Search volume indicates how many people search for a term in a given period. Higher volume means more potential traffic – but also typically more competition. For local keywords, volume is often lower than national terms, but conversion rates are substantially higher.
Keyword difficulty estimates how hard it would be to rank for a term based on the authority and optimisation of current ranking pages. A difficulty score of 80+ typically indicates established competitors with strong backlink profiles. A score under 30 suggests an opportunity.
To see search volume and keyword difficulty you can use Semrush, which offers up to 10 searches per day for free. It’s not enough for deep analysis, but useful to understand what people really search for.
Local search volume caveat: Standard keyword tools show national or global volume. A term with 10,000 monthly searches nationally might have only 200 in your city. Use local keyword research tool that allows geographic filtering, or estimate local volume as a percentage of national volume based on your city’s population share.
Focus on intent over volume. A keyword with 50 monthly searches but high commercial intent (like “emergency boiler repair tonight”) is worth more than a keyword with 500 searches but informational intent (like “how does central heating work”). The person searching at midnight for emergency repair is ready to pay. The person researching heating theory might never need your services.
Step 5. Evaluate Competitors’ Local Keyword Strategies
Your competitors have already done keyword research – whether intentionally or accidentally. Learning from their work accelerates your own.
Analyse your competitors’ Google Business Profiles
Look at their categories (primary and secondary), their business descriptions, their services lists, their posts. Every word choice reveals keywords they’re targeting.
Review their website content
What terms appear in their title tags, headings, and page content? Which services get dedicated pages versus brief mentions? How do they describe what they do?
Check Google Autocomplete
Type your competitor’s name into Google and see what suggestions appear. “[Competitor name] prices” or “[Competitor name] reviews” indicate searches people make. These suggest keywords worth targeting.
Read their reviews
Just as your reviews reveal keyword opportunities, competitor reviews show what their customers value – and potentially what they complain about. A competitor with reviews mentioning long wait times creates an opportunity for you to target “fast service” keywords.
Identify gaps
Which keywords do competitors rank for that you don’t? Which keywords do you rank for that they’ve missed? The intersection of high-value keywords and low competition is where opportunity lives.
Ahrefs Webmaster Tools (free tier) will let you connect your own site to see organic keywords you rank for, and then you can use the “Top Pages” and “Organic Keywords” reports to pull competitor domain data. It’s less feature-rich than paid plans, but enough to spot obvious gaps.
Step 6. Use GBP Performance Data for Keyword Discovery
This local keyword research advantage changes everything: actual search query data from Google Business Profile.
Most keyword tools provide estimates based on sampling and algorithms. Google Business Profile provides real data – the exact queries that triggered your listing to appear in search results, and how many times each query generated an impression.
GBP Insights reveal the following:
- Discovery searches where people found you by searching for a category or service (not your business name).
- Direct searches where people searched specifically for your business.
- Branded searches that mention your name plus other terms.
- The specific queries that triggered impressions, not just keyword categories.
This data is gold for local keyword strategy because it shows what’s already working. If you’re getting impressions for “late night pharmacy” but haven’t optimised for that term, imagine what happens when you do. If a query is generating impressions but not clicks, you’ve identified a content or listing optimisation opportunity.
Getpin – Direct GBP API Integration for Keyword Intelligence Getpin connects directly to the Google Business Profile API, pulling actual search query data across all your locations. View which keywords drive impressions for each location, track impression trends over custom date ranges spanning several years, and identify which queries perform differently across regions. For multi-location businesses, aggregated data reveals patterns invisible when checking locations one by one – like discovering that “Sunday brunch” drives traffic in London, but “weekend breakfast” performs better in Manchester. Book a demo to see how Getpin can help you to quickly identify local keywords for each your location. |
Step 6. Use Local Keyword Research Tools for Data Validation
Multiple tools provide different perspectives on local keyword opportunities. No single tool captures everything.
Google Keyword Planner remains the starting point – it’s free, uses Google’s own data, and allows geographic filtering. This tool doesn’t show keyword difficulty, but it does surface Average Monthly Searches, reveals terms with relatively low competition, and displays the Top of Page bid. That last metric is a strong signal of commercial intent: when advertisers are willing to pay more for a keyword, it usually means the traffic behind it is likely to convert into paying customers. So, it’s a good local keyword tool with real and valuable insights for your business.
Google Search Console shows queries your website already ranks for, including position, clicks, and impressions. This historical data complements GBP Insights by covering your website rather than your Google Business Profile.
Use Insights to see what queries leading to your site:
Use Search results to see keywords already ranked for your website:
Google Trends reveals seasonal patterns and geographic interest variation. A keyword might have consistent national volume but spike in your region during specific seasons.
AnswerThePublic visualises question-based queries around seed terms – particularly valuable for voice search optimisation and content planning. You have 3 free queries per day.
Paid tools like Semrush, Ahrefs, or Moz offer deeper competitive analysis, keyword difficulty scores, and SERP feature tracking. Worth the investment for businesses serious about SEO.
Specialised local SEO platforms like Getpin combine multiple data sources with location-specific features like rank tracking by neighbourhood-level keywords, citation monitoring, and review management.
Step 7. Cluster Local Keywords by Search Intent
A list of keywords isn’t a strategy. Clustering keywords by intent transforms raw data into actionable direction.
Informational intent: The searcher wants to learn something. “How much does teeth whitening cost?”, “What’s the best gym for beginners?” These queries deserve blog content, guides, and FAQ pages.
Navigational intent: The searcher wants to find a specific business or page. “Boots pharmacy Oxford Street”, “Decathlon opening hours near me tomorrow London”. These searches require accurate, complete business listings and GBP.
Commercial investigation: The searcher is comparing options before deciding. “Best dentist in Munich reviews”, “Gym vs personal trainer which is better”. These queries call for comparison content, testimonials, and trust signals.
Transactional intent: The searcher is ready to act. “Book dental appointment online”, “24-hour locksmith call now”. These keywords need conversion-optimised landing pages with clear calls to action.
As well as all relevant contact information on your Google Business Profile:
Group your keywords by intent, then map each group to appropriate content types.
Informational keywords feed your blog.
Transactional keywords guide your service page optimisation.
Commercial investigation keywords inform your review strategy and case studies.
Step 8. Build a Localized Keyword Map for Your Pages
The final step transforms your clustered keywords into a page-by-page optimisation plan.
Homepage
Target your primary category keywords with your main location. “Dental clinic Munich” rather than specific services.
Service Pages
Each major service deserves a dedicated page targeting service + location combinations. “Teeth whitening Munich”, “Dental implants Munich”, “Emergency dentist Munich”.
Location Pages
For businesses serving multiple areas, create pages for each significant location. A pet care emergency might have pages for each borough or neighbourhood they cover.
Blog Posts
Target informational and question-based keywords with helpful content. “How long does teeth whitening last?”, “What to expect at your first gym visit”.
GBP Optimisation
Ensure your Business Profile description, services, and posts incorporate priority keywords naturally.
The rule of one: Each page should target one primary keyword cluster. Trying to rank a single page for unrelated terms dilutes focus and confuses both search engines and visitors.
Getpin – Automated Location Page Creation & Multi-Platform Sync Building unique location pages for every branch, store, or service area is essential for local SEO – but doing it manually doesn’t scale. Getpin lets you create web pages for each location through a single interface, either on your own domain or a Getpin subdomain. When you update any detail in your location card – hours, address, phone, services – that change automatically pushes to Google Maps, GBP, Apple Maps, Bing Maps, and your location pages simultaneously. No duplicate work, no inconsistencies, no risk of outdated information hurting your rankings. Get started with Getpin. |
How to Find Keywords for Local SEO in Multiple Locations
Everything above applies whether you have one location or one thousand. But chain businesses face unique challenges that demand additional strategies on how to do keyword research for multiple locations.
Scaling Localized Keyword Research Across Franchise Networks
A pharmacy chain with 200 locations can’t conduct keyword research 200 times. A hotel group operating in 15 countries needs systematic processes, not ad-hoc efforts.
Start with brand-level keyword research
Identify the core terms, modifiers, and service area keywords that apply across all locations. This master list becomes your template.
Layer location-specific variations
Each location adds its geographic modifiers to the master template. The core keywords stay consistent; the location elements change.
Identify vocabulary differences through regional keyword analysis
“Pharmacy” in the UK, “Apotheke” in Germany, “Farmacia” in Spain. Even within a single language, regional preferences matter – “lift” versus “elevator”, “chemist” versus “drugstore”.
Centralise data, localise execution
Aggregate keyword performance data across all locations to identify patterns. Which keywords perform universally well? Which only work in certain regions? Use these insights to refine both the master template and location-specific strategies.
Example: Our client, a European car rental company, discovered through aggregated data that “airport car hire” outperforms “airport car rental” in UK searches, while the opposite is true in American English markets. This insight shapes local content optimization across dozens of location pages.
Getpin – Centralised Keyword Intelligence Across All Locations Finding keywords for multiple locations shouldn’t require logging into dozens of separate GBP accounts. Getpin pulls search query data directly from Google Business Profile, aggregating keyword performance across all your locations into a single dashboard. You can see which search terms drive impressions for each location, track keyword trends over custom date ranges spanning several years, and identify which phrases your competitors rank for that you’re missing. See how Getpin simplifies keyword research for local SEO at scale → Book a demo |
Avoiding Keyword Cannibalization in Multi-Location SEO
When multiple location pages target similar keywords, they compete against each other instead of against competitors. This cannibalisation splits your ranking potential and confuses search engines about which page to show.
The problem: A restaurant chain has 12 London locations. Each location page targets “Italian restaurant London”. Google doesn’t know which page to rank, so it might rank none of them well or constantly switch between them.
The solution:
- Differentiate by specific location. Instead of “Italian restaurant London” across all pages, target “Italian restaurant Covent Garden”, “Italian restaurant Shoreditch”, “Italian restaurant Notting Hill” – each page owns its neighbourhood.
- Use unique content per page. Don’t duplicate descriptions across locations. Each page should have unique content referencing local landmarks, nearby attractions, or location-specific features.
Texts are completely different on locations pages.
- Implement proper internal linking. Create a clear hierarchy where a main city page (targeting broad city keywords) links to individual location pages (targeting neighbourhood keywords).
- Monitor cannibalisation actively. If you see different pages ranking for the same query on different days, you have a cannibalisation problem you should fix.
How to Integrate Local Keywords into Your Local SEO Strategy
Discovering keywords is only valuable if you actually use them effectively. Here’s where to deploy your local keywords for maximum impact.
Optimizing Google Business Profile with Local Keywords
Your Google Business Profile is often the first thing searchers see. Keyword optimisation here directly impacts Map Pack visibility.
Business description
You have 750 characters to describe your business. Include primary keywords naturally while telling your story. Not “We are the best dentist in Munich offering dental services” – that’s stuffing. Instead: “Our Munich dental practice has served the Schwabing neighbourhood for over 20 years, providing everything from routine check-ups to complex dental implant procedures”.
Services and products
GBP allows you to list services with descriptions. Each service is a keyword opportunity. Be specific: “Professional cleaning” rather than just “Cleaning”.
Each product contains good description with relevant local keywords.
Categories
Your primary category is the strongest ranking signal. Secondary categories expand your visibility for related searches. Choose accurately – Google penalises misuse.
Q&A section
Seed this with common questions and answers. “Do you offer emergency dental appointments?” is both helpful for customers and keyword-rich for Google.
Using Local Keywords in Google Posts and Updates
Google Posts expire after seven days (except event posts), creating an ongoing opportunity to inject fresh, keyword-relevant content into your Business Profile.
Weekly posting rhythm: Businesses posting weekly see stronger engagement and visibility than those posting sporadically.
Content types: Updates about new services, special offers, events, seasonal information, team news, community involvement – all create natural keyword opportunities.
Call-to-action alignment: Each post can include a button (Learn More, Book, Call, etc.). Align post content with the action you want visitors to take.
Multi-location posting: Posting across dozens or hundreds of locations manually is impossible. Platforms that enable scheduled posting across all locations simultaneously make consistent execution feasible.
Getpin – Scheduled Multi-Platform Posting Getpin enables businesses to create and schedule posts that are published simultaneously across all locations on Google Business Profile, Facebook, Instagram, and LinkedIn. Create once, deploy everywhere. You’ll get consistent keyword-optimised content across your entire network without the operational burden of manual posting. |
Local Keywords in Schema Markup and Structured Data
Schema markup helps search engines understand your content more precisely and can earn you rich snippets in search results:
- LocalBusiness schema tells Google exactly what type of business you are, where you’re located, when you’re open, and how to contact you. Include your target keywords in the business description within schema.
- FAQ schema enables your frequently asked questions to appear directly in search results. Structure questions around keyword-rich local intent queries your customers actually ask.
- Service schema defines the specific services you offer, each potentially with its own keywords and descriptions.
- Review schema displays star ratings in search results, increasing click-through rates on pages where you’ve accumulated positive feedback.
Schema markup won’t directly improve rankings, but it improves how your results appear – and richer results get more clicks.
Tracking and Measuring Local Keyword Performance
Local keyword research isn’t a one-time project. It’s an ongoing process of testing, measuring, and refining.
Track the metrics that matter:
- Map Pack rankings: Where do you appear for priority keywords? Rankings vary by exact searcher location, so track from multiple points within your service area.
- GBP Insights metrics: Impressions, actions (calls, website clicks, direction requests), and search query data directly from Google.
- Organic rankings: Where does your website rank for target keywords? Track both local results and traditional organic positions.
- Conversion actions: Phone calls, form submissions, bookings, foot traffic. Rankings mean nothing if they don’t generate business.
- Competitor movements: How are your competitors’ rankings changing? Are they targeting new keywords worth monitoring?
Getpin – Multi-Location Keyword Performance at Scale For businesses managing 10, 50, or 500+ locations, Getpin provides aggregated analytics across all locations in a single dashboard. Compare keyword performance by region, identify which locations outperform or underperform for specific terms, and spot patterns that inform strategy. The platform’s ability to group locations by custom parameters (like “city centre stores” versus “suburban stores” or “flagship locations” versus “express format”) enables analysis that generic tools can’t provide. |
Final Checklist to Master Local Keyword Research
Use this checklist to ensure your local keyword research is comprehensive:
Foundation:
☐ Seed keywords identified for business type, services, and customer problems
☐ Modifiers added (quality, price, urgency, convenience)
☐ Location variations created (cities, neighbourhoods, landmarks, colloquial names)
☐ Customer review language mined for natural vocabulary
Data:
☐ Search volume checked with geographic filtering
☐ Keyword difficulty assessed
☐ Competitors’ keywords analysed
☐ GBP Insights data reviewed for actual query performance
☐ Seasonal patterns identified
Organization:
☐ Keywords clustered by search intent
☐ Keywords mapped to specific pages
☐ Multi-location variations systematized
☐ Cannibalisation risks identified and addressed
Implementation:
☐ GBP optimised (description, services, categories, posts, Q&A)
☐ Website pages optimised (titles, headings, content, schema)
☐ Voice search considerations incorporated (questions, conversational phrases)
☐ Content calendar created for seasonal keywords
Measurement:
☐ Rank tracking configured for priority keywords
☐ Conversion tracking implemented
☐ Regular review schedule established
Ready to transform your local keyword research from guesswork to data-driven strategy?
Getpin provides the complete toolkit for businesses serious about local search visibility. From direct Google Business Profile API integration that reveals actual search query data, to AI-powered review analysis that uncovers customer language, to multi-location management that scales across hundreds of locations – Getpin turns local keyword research into competitive advantage.
Start your free trial and see exactly what customers are searching for when they find your business.
FAQs
How do I find local keywords for my business?
Start by listing what you offer (services, products) and how customers describe their needs (problems, questions). Combine these with geo-modifier keywords (city, neighbourhood, landmarks) and qualifiers (best, affordable, emergency). Validate with tools like Google Keyword Planner using location filters, review your Google Business Profile Insights for actual queries, and analyse customer reviews for natural language patterns. The combination of logical brainstorming, tool data, and actual customer language produces the most comprehensive strategy on how to do research for local SEO.
How to find out keyword search volume for local area?
Google Keyword Planner allows geographic targeting down to city level in most countries. Set your target location before searching to see volume estimates for that area specifically. Google Trends shows relative interest by region, useful for comparing cities or identifying local spikes. For precise data, your Google Business Profile Insights shows exactly how many times each query triggered your listing – real impressions, not estimates. Multi-location businesses benefit from platforms like Getpin that make keyword search based on locations and aggregate GBP data across all locations for comparative analysis.
How do I know which local keywords have high intent?
High-intent keywords signal readiness to act, not just research. Look for: urgency words (emergency, urgent, now, today, same-day), transactional words (book, buy, order, hire, schedule), specific service requests (teeth whitening appointment, oil change service), and price queries (cost, price, quote, estimate). Compare against low-intent signals: how-to questions, general information requests, and broad category browsing. A search for “best spa reviews” shows someone comparing options – intent is there but not immediate. A search for “spa open now” shows someone ready to book immediately.
How often should I update my local keyword strategy?
Review quarterly at minimum, monthly for competitive markets. Triggers for immediate review: new service offerings, business expansions, competitor changes, seasonal shifts, or significant ranking changes. Google Business Profile Insights should be checked monthly to spot trending queries worth targeting. Customer reviews should be monitored continuously because new vocabulary and use cases emerge as customers describe their experiences. Annual comprehensive audits catch gradual shifts in search behaviour and language that incremental reviews might miss. Contact Getpin to see how it’s possible to automate all this and free your team for strategic planning.
Can I use AI tools like ChatGPT for local keyword research?
AI tools like ChatGPT can help brainstorm seed keywords, suggest modifiers, generate question-based queries, and identify keyword categories you might miss. They’re useful for expanding thinking beyond obvious terms. However, AI tools don’t provide actual search volume data, keyword difficulty metrics, or competitive intelligence. Use AI for ideation and expansion, then validate everything with proper SEO tools like Getpin that connect to real search data. The combination of AI creativity and data-backed validation produces the best results.
