How to Do Research for Local SEO (Step-by-Step Guide)

To succeed locally, you need to think like your customer.  

Start by understanding how people in your area search for your services – the phrases they use, the map results they click on, and the questions they ask.

Local SEO research is the foundation of every effective strategy. It tells you which keywords to target, which competitors you’re up against, and what content your business needs to create.

Begin by clearly defining your business and market.

Identify your core services and where you operate (e.g., “coffee shop in Santa Monica” vs. just “coffee”).

Pinpoint your target neighborhoods or cities, and think about what local problems you solve.

This groundwork ensures your research stays focused: you’ll know which products or services to optimize and which locations to include.

A strong local SEO research process typically involves several steps: listing potential keywords, validating them with tools, checking metrics like search volume and competition, and mapping keywords to your site and Google Business Profile.

In the sections below, we’ll break these down. By the end, you’ll have a clear game plan that helps your business get found by nearby customers.

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Keyword Research for Local SEO

Finding the right keywords is at the heart of local SEO research.

You want to know exactly what terms local customers type when they need your service.

Here’s how to uncover them.

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1. Brainstorm your core services.

List every product or service you offer. 

For a bakery, that might be “sourdough bread,” “birthday cakes,” “coffee,” etc.

Don’t filter yourself – write down even niche offerings. 

These are your seed keywords.

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2. Add location modifiers.

Combine your seed keywords with geographic terms: city names, neighborhoods, or “near me.”

For example, instead of just “plumber,” think “plumber San Francisco” or “24-hour plumber near me.”

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Google user behavior often includes location in queries, so these modifiers will connect you to local searchers.

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3. Use free tools and Google features.

Take advantage of Google’s own insights.

Google Keyword Planner (in Google Ads) can show search volumes for city-specific queries.

Type a seed term in Maps or Google Search and watch the autocomplete suggestions and “People Also Ask” box – these are real, local search queries people make. For example, start typing “locksmith in…” and Google will fill in popular city names.

Each suggestion is a keyword idea. Also, Google Trends can reveal seasonal or location spikes (e.g., “air conditioner repair” in summer).

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4. Validate with SEO tools.

Tools like Ahrefs, SEMrush, or Ubersuggest can expand your list.

Enter your seed terms and see related keywords, search volumes, and competition levels.

Filter by location if possible. Look especially for long-tail phrases – longer, more specific queries.

These often have lower competition and higher intent. For instance, “veterinarian downtown Chicago” or “gluten-free pizza Pasadena” might have fewer searchers, but those searchers are highly likely to become customers.

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5. Check “near me” and voice searches.

People frequently search with “near me” on mobile or use voice assistants.

Make sure your list includes terms like “near me” and natural language questions.

These implicit local searches often rely on Google knowing the searcher’s location.

Including them in your research ensures you capture that intent.

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6. Group and prioritize keywords.

Once you have a big list, look at metrics: search volume, keyword difficulty, and commercial intent.

High-volume terms (like “roofing [city]”) are competitive but valuable long-term goals.

More specifically, long-tail queries can deliver quick wins.

Also check search intent – some keywords are informational (e.g. “how to fix a leak”) while others signal a buying intent (“emergency plumber near me”).

Focus first on the terms most likely to bring customers through your door.

In short, use every angle to find what your local audience searches for.

It is recommended to start with a broad brainstorm of services and then add city/neighborhood names.

SEO experts also stress leveraging customer insights: scan your own and competitors’ Google reviews and Q&A sections to see the exact phrases real people use. 

All these clues together will give you a rich list of local keywords.

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Competitor Analysis (Local Market Research)

No local SEO plan is complete without scoping out your competition.

Identifying who else shows up when people search for your services in your area gives you clues about what’s working (and what gaps you can fill).

Here’s how to turn competitors into research resources.

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1. Search your target terms.

Pretend to be a customer: Google your main services with your location (e.g. “best dentist Austin”). 

Take note of the top 3 to 5 businesses in the Map Pack and in organic search. 

These are your primary competitors in local results.

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2. Analyze their Google Business Profiles (GBP).

Click each top result’s listing. Check their primary and secondary categories – this determines when they can show up in local packs.

You may discover a relevant category you missed.

Note how many reviews they have and how quickly they’re getting new ones.

A high review count or fast review velocity often signals an active, trusted business.

Also, look at their photos, services, and any posts – these can reveal keyword opportunities and content ideas.

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3. Study competitor websites.

Visit the listed businesses’ websites.

Look at the keywords they use naturally in titles, headings, and text – especially location-specific terms.

Do they have individual pages for each service or neighborhood?

Many local businesses boost visibility by creating city-specific landing pages (e.g. “Seattle Plumbing Repair”).

Pay attention to their meta titles and descriptions: what local keywords are there?

You can use tools or simply read the source to find clues.

Also note site quality factors: is it mobile-friendly and fast? (Google favors well-optimized sites even locally.)

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4. Check their backlink and citation profile.

Use an SEO tool (Ahrefs, Moz, SEMrush) to see where competitors are getting links.

Are local news sites, chambers of commerce, or industry associations linking to them?

These are places you might also target.

Also look at their listings on directories and review sites: sites like Yelp, Yellow Pages, and industry-specific sites often mirror Google’s category names.

The exact category and business descriptions used there can suggest local keywords to include.

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5. Mine reviews and Q&A for language.

Read through customer reviews on Google, Yelp, or Facebook for both your business and your competitors.

Notice the exact phrasing people use for your services (for example, “emergency plumber,” “brunch in [neighborhood]”).

These real-world terms can become valuable keywords or content topics.

Also check any Q&A on GBP or Yelp – often competitors’ FAQs are filled with the questions customers ask, which can inspire your own content and keyword use.

Putting this all together gives you a competitive edge: you’ll see which keywords and strategies drive success in your market, and find opportunities where your competitors are weak or absent. 

For example, if others aren’t targeting “organic pest control Brooklyn,” that might be a niche to claim.

Keep notes on your findings – this is the intel you’ll use to shape your own pages and Google Business Profile.

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Other Local SEO Research Tips

Aside from keywords and competitors, several other factors influence local search that you can research and optimize.

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Google Business Profile insights.

While doing your own research, check your GBP dashboard (Google Search Console has replaced some GMB functions).

Look at the “Insights” to see what queries triggered views of your profile and what customer actions (calls, direction requests) are happening.

This shows which keywords and aspects of your profile are already performing.

It may also surface unexpected keywords you hadn’t considered – sometimes GSC reveals queries you’re ranking for that you didn’t target.

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Citations and NAP consistency.

Make sure your Name, Address, Phone number (NAP) are identical across all local listings (Google, Yelp, Bing Places, etc.). 

Inconsistencies can confuse Google. 

Part of your research should include auditing major directory listings: see if your business is listed everywhere it should be, and with the same NAP. 

Tools like Moz Local or BrightLocal can check this. Also note which directories top competitors appear in; being absent there could be an easy fix for you.

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Local content and trends.

Identify local content gaps by browsing forums or local Facebook/Nextdoor groups related to your industry. 

What questions are people asking? A local content piece (e.g. “When to prune roses in Oregon”) might draw in niche traffic. 

Check Google Trends for spikes in local queries (for example, “air conditioning repair Miami” peaks in summer). Aligning content to these seasonal trends can give a traffic boost.

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Track your progress.

Research isn’t one-and-done. Once you implement optimizations, use a rank-tracking tool that can follow local pack rankings by city or zip code (BrightLocal, LocalFalcon, or even SEMrush’s local rank tracker). 

Monitor changes in Google Search Console too. If you see some keywords rising or falling, adjust your focus. 

Over time, you’ll refine your target list based on what delivers calls and customers.

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FAQs

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What is local keyword research?

Local keyword research is the process of finding the search terms (keywords and phrases) that customers use when looking for businesses like yours in a specific area.

It focuses on location-specific searches (e.g., “pizza delivery Seattle” or “best plumber near me”).

These keywords often include a city, neighborhood, or words like “near me,” and targeting them helps your business appear in relevant local search results.

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How often should I update my keyword research?

Local search trends can change, so revisit your research every few months or whenever your business adds new services or locations.

Seasonal changes (like snow removal in winter) may also introduce new keywords.

Monitoring your Google Search Console and ranking reports will highlight new keyword opportunities or declining terms. Treat keyword research as an ongoing process, not a one-time task.

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What if I operate in multiple cities?

If you serve multiple areas, perform keyword research for each one. 

Local intent can vary by city. For example, searches in New York might differ from those in Los Angeles for the same service. Create location-specific keyword lists and pages (e.g. “HVAC repair Miami” vs. “HVAC repair Tampa”). 

Multi-location businesses should repeat research for each area to ensure coverage.

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Is keyword research for local SEO worth the effort?

Local keyword research makes sure your business reaches nearby, high-intent customers.

By focusing on relevant terms, it avoids wasted effort and attracts targeted traffic, connecting you with customers ready to call, book, or visit, ultimately driving more local leads.

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How can I track my progress?

Use Google Business Profile Insights to see how many people find you via Search vs. Maps and what actions they take. 

Track your keyword rankings with tools like BrightLocal or SEMrush (many have local rank tracking by city). 

Also, watch your Google Search Console data for growth in impressions and clicks on your targeted keywords. Regular tracking tells you what’s working and where to adjust. 

Ultimately, a well-researched strategy will reflect in more calls, visits, and conversions from your local audience.

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Final Words

You don’t need fancy software to figure out how to do research for local SEO. Start with the basics.

Google Keyword Planner, Google Maps, Google Trends, and Google Search Console are free and they’re more powerful than most small business owners realize.

They show you what people are actually searching, how often, and where. That’s real data.

If you want to go a step further, tools like Ubersuggest or Moz Local can help you generate more keyword ideas and check your citations. Helpful? Yes. Required? No.

Even something as simple as searching your main services in an incognito browser from different ZIP codes can teach you a lot.

You’ll quickly see who shows up, which keywords dominate, and how results change by location. Those small insights often turn into big advantages.

When you’re done with this process, you won’t be guessing anymore.

Break Thirty helps you position your brand for long-term organic growth with a Local SEO strategy that is designed to deliver real results.

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