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Using Local keywords can favour you a lot in Google searches. It helps to navigate the right target audience to your website which leads to an increase in purchases of your services or products.
As per Google, 76% of the people who search for nearby businesses on their smartphones visit them within a day and 28% of those searches end up in purchases.
In a nutshell, keyword searches are all about finding the right keywords that your potential customers are using to find a product or service.
Local keywords help to define an area if your business is hyper-local and serves one or two locations maximum in a confined area. It may produce less search volume but it can direct the traffic towards a more profitable, purchasable stream.
Optimizing Local Keywords
It starts with knowing what queries your customers are putting to find you. Although this may sound like a lot of guesswork, it can create a kind of problem if you only rely on the guesses.
Many business owners guess the simplest keywords which can negatively impact their targeted campaigns. It’s always beneficial to search for relevant keywords using the statistics and data available on them so you have a solid basis and better search results.
For example, if you are ranking good on ‘Dublin Restaurants’ in terms of search results, you can focus on other relevant and successful key terms like ‘Best Restaurants in Dublin’ or define it a bit more as per your area and niche like ‘Indian Restaurant Stillorgan’
In this way, you have increased the span of your customer reach and targeted users who were not able to find you before.
Researching Correct Keywords
There is usually no limit to correct keywords but the criteria to find the most popular ones is to look for a good search volume.
But don’t confine yourself to your business’s location, instead, add up neighbouring districts and counties.
For example, if your restaurant is based in Dublin, add keywords like restaurants near Naas or Lucan, or the best restaurants in Southern Ireland. This will not only highlight you in your locality but create greater awareness in areas nearby.
The search volume for such terms may not have enough volume but these can bring you a higher purchase intent. Just make sure you don’t rove further from your targeted zone.
To also gain a competitive advantage, you can also put your competitor's contact page in Google’s word planner and look for the steps and keywords they are using to rank better.
Google favours Local Keywords
To enhance the user search experience, Google has a more local-first approach. Some years back, the search results for Dublin would have been the same as Cork.
But now it favours small businesses, as long as they are listed in the surroundings of the user. That is to say, a local restaurant in Dublin can be found on the Search Engine Results Page (SERP) more easily than the county-wide search.
But the restaurant still faces very high competition from other small businesses in a very limited space. To make your place in the first three results on Google, also called the Local-3 Pack, your local SEO should be the top priority.
How to Start Keyword Research
SEO search is an ever-changing phenomenon, influenced by human behaviors. But there are some tested methods of conducting your research that will ensure a steady climb in your locality.
1. List Down Your Business’s Services/Products
Think about what exactly your business is offering in terms of services or products. If you have a food business in Dublin, brainstorm and write down the dishes you are offering.
Let’s take a hypothetical example, a Chinese Takeaway would have to Chunk the business down to several products/ services. For example:
2. Modify your Keywords into Searchable Terms
Next, modify these keywords with the right local keywords so they can be described as per user search. Here are some examples of search modification words:
3. Add Local Keywords as per geographic search
To make your local SEO work, it is important to add any key geographical terms like districts, counties, and neighbourhoods. Consider the example of the Chinese Takeaway, if it wants to target the locality in Dundrum in Dublin 14, it will use both Dundrum as well as neighbouring areas to target its customers.
Some examples are:
Best Chinese Takeaway in Dundrum
Delicious Vegan Chinese in Dundrum
Exotic Chinese Noodles in Goatstown
Top Gluten-Free Chinese in Dublin 14
Improving your SEO to get ahead in the Game
Seo can sound all technical and scary, especially if a food marketing company in Ireland is charging you an arm and a leg to do even the most basic. You can start and grow your own business with these channels and hacks.
1. Make Google My Business Account
Google is where all your competition lies, and this is where your location-based SEO strategy will be effective. Another great thing is that data from Google My Business is stored for Google's knowledge graph, which improves the SERP experience of the user.
2. Make Local-centric Content
Just like everything else, what you put on your website should cater to your customer’s demands. Therefore it is essential to focus on local news, trends and city-based events. If you can’t focus on news, get interactive and talk about the latest trends among your clients.
3. Get references from other sites
An integral part of creating a strong SEO strategy is to get cited by local directories like Yelp, trip-advisor or google listings. Recommendations from trusted sites such as Lovin Dublin, Ireland before you die or discover Ireland can help a great deal.
4. Ask Customers for Reviews
Customer reviews are just as handy as recommendations from family and friends. 88% of the people are more likely to trust an online review just as they would take recommendations from their peers.
It can be tricky where some aspects of your business may lead to negative reviews but creating incentives for positive reviews can be a great strategy.
Terms like keyword search and SEO may sound all fancy but these tricks and hacks will surely help you get to the next level. It is essential to keep a list of local keywords in hand when devising a constructive SEO strategy for your business. Local SEO is everything when it comes to increasing your long-term sales which is essential for your growth.