What is keyword research and how does it relate to local SEO
Okay, so I’m starting a small business – a bakery, actually. "Sweet Surrender Bakery" – and I know I need to get it online, right? Everyone says I need a website and to "do SEO," but it’s all Greek to me. I keep hearing about "keyword research" and how it’s important.
So, what exactly is keyword research? What are we talking about here? Is it just typing stuff into Google and seeing what pops up?
And more importantly, how does it relate to local SEO? I only really care about people in my town finding my bakery, not the whole world! I want people searching for "bakery near me" or "custom cakes [my town name]" to see Sweet Surrender Bakery. How does keyword research help me make that happen? Are there special tools or things I should be focusing on specifically because I’m a local business? Help! I feel so lost.
Answer
Keyword research is the process of identifying popular words and phrases people use when searching online for information, products, or services. It’s a fundamental aspect of Search Engine Optimization (SEO), and it aims to understand the language of your target audience, uncovering the specific terms they use to find businesses like yours.
Core Components of Keyword Research:
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Brainstorming: The initial stage involves generating a broad list of potential keywords related to your business, industry, and target audience. Think about the products or services you offer, the problems you solve, and the benefits you provide.
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Keyword Research Tools: Specialized tools are employed to analyze keyword performance. Popular options include Google Keyword Planner, Ahrefs, SEMrush, Moz Keyword Explorer, and Ubersuggest. These tools provide data such as:
- Search Volume: The average number of times a keyword is searched for in a given time period (usually monthly). This indicates the popularity and potential traffic a keyword can drive.
- Keyword Difficulty/Competition: An estimate of how difficult it is to rank highly for a particular keyword. It considers factors like the authority of competing websites and the quality of their content.
- Related Keywords: The tools often suggest related keywords that you might not have considered initially.
- Search Intent: Understanding the user’s goal behind a search query. Are they looking to buy something, find information, or compare options? Search intent is generally categorized as:
- Informational: Seeking general knowledge.
- Navigational: Searching for a specific website or brand.
- Transactional: Intending to make a purchase.
- Commercial Investigation: Researching products or services before buying.
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Competitor Analysis: Examining the keywords that your competitors are targeting. This helps you identify potential opportunities and understand the competitive landscape.
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Keyword Grouping and Segmentation: Organizing keywords into relevant groups based on themes, intent, and search volume. This facilitates the creation of targeted content and advertising campaigns.
- Long-Tail Keywords: These are longer, more specific phrases that people use when searching. They often have lower search volume but higher conversion rates because they indicate a more specific need. (e.g., instead of "pizza," a long-tail keyword might be "best vegetarian pizza near me").
Keyword Research and its Relationship to Local SEO:
Local SEO focuses on optimizing a business’s online presence to attract customers from relevant local searches. Keyword research is crucial for local SEO because it helps businesses identify the specific terms people use when searching for local products or services.
Here’s how keyword research connects to local SEO:
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Identifying Local Keywords: Keyword research reveals which keywords include geographical modifiers (e.g., "restaurants in Austin," "dentist near me," "plumber downtown Chicago"). These geographically targeted keywords are essential for attracting local customers.
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Optimizing Google My Business (GMB) Profile: The keywords identified through research should be incorporated into your Google My Business profile. This includes your business description, categories, services, and posts. Accurately representing your business with relevant keywords helps Google understand what you offer and improves your visibility in local search results.
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Creating Localized Content: Keyword research informs the creation of website content that resonates with local customers. This includes:
- Location Pages: Dedicated pages for each location your business serves, optimized with relevant local keywords.
- Blog Posts: Articles addressing local topics, events, or community news, incorporating relevant keywords naturally.
- Case Studies/Testimonials: Featuring local customers and highlighting the benefits of your services in their specific area.
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Optimizing Website Content: Local keywords should be strategically incorporated into website elements like:
- Title Tags: The HTML title of each webpage, which appears in search results.
- Meta Descriptions: Brief summaries of your webpages that appear below the title in search results.
- Headers (H1, H2, H3, etc.): Used to structure content and highlight important topics.
- Body Text: The main content of your webpages, where keywords should be used naturally and contextually.
- Image Alt Text: Descriptive text for images, which helps search engines understand the image content.
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Building Local Citations: Citations are online mentions of your business name, address, and phone number (NAP). Consistency in your NAP information across various online directories and websites is crucial for local SEO. Keyword research can help you identify relevant directories and industry-specific websites to list your business on.
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Improving Local Ranking Factors: Google considers various factors when ranking local businesses, including relevance, distance, and prominence. Keyword research helps you improve relevance by ensuring your business is associated with the terms people are searching for in your area. Optimizing your GMB profile, website content, and citations with relevant keywords can boost your local rankings and increase visibility to potential customers in your area.
- Understanding Local Search Intent: Keyword research helps understand what local customers are looking for. For example, are they seeking "emergency plumbing services" or "affordable lawn care"? Tailoring your content and services to match local search intent improves user experience and increases the likelihood of attracting the right customers.
In summary, keyword research is a critical foundation for local SEO. By understanding the language of your target audience and incorporating relevant keywords into your online presence, you can improve your visibility in local search results, attract more customers, and grow your business within your community.