When it comes to Local SEO, choosing the right keywords is the foundation of success. Local keyword research helps you understand what people in your area are searching for, so you can optimize your website, Google Business Profile, and content to attract nearby customers.
What is Local Keyword Research?
Local keyword research is the process of finding keywords that people use when searching for products, services, or businesses in a specific location.
Example:
- General keyword → “digital marketing course”
- Local keyword → “digital marketing course in Lucknow”
The second one targets people ready to buy or visit in your area.
Why is Local Keyword Research Important?
- Drives nearby customers – Attracts people who can actually visit or contact you.
- Improves Google ranking – Helps you appear in local search and map pack.
- Higher conversion rate – Local searches often lead to calls, visits, or bookings.
- Beats competitors – Many small businesses skip keyword research, giving you an edge.
Steps to Do Local Keyword Research
- Brainstorm Core Services
Start by listing your main services/products.
Example (Coaching Institute):
- Tally classes
- Digital marketing training
- Computer basics course
- Add Location Modifiers
Attach city, area, or “near me” to your keywords.
Examples:
- “Tally classes in Kanpur”
- “Best computer course near me”
- “Digital marketing institute Hazratganj Lucknow”
- Use Google Autocomplete & Related Searches
Type your keyword in Google and see suggestions.
For example, typing “Tally classes” may show:
- tally classes near me
- tally classes in Lucknow fees
- tally classes with GST training
Scroll to the bottom for related searches for more ideas.
- Check Competitors
Search your service + city in Google.
See what keywords top competitors are using in titles, descriptions, and Google Business Profiles.
- Use Free Tools
Some great tools for local keyword research:
- Google Keyword Planner (free with Google Ads account)
- Ubersuggest (shows local search volume)
- Google Trends (check keyword popularity in specific regions)
- AnswerThePublic (finds common questions people ask)
- Look for Long-Tail Keywords
Instead of only targeting broad terms, focus on long-tail local keywords that show strong intent.
Examples:
- “affordable digital marketing course in Lucknow”
- “best bakery for birthday cakes in Kanpur”
- “nearby AC repair service in Varanasi”
These may have lower search volume but bring highly targeted leads.
- Focus on “Near Me” Searches
“Near me” searches are exploding on mobile.
Examples:
- “restaurants near me”
- “coaching classes near me”
- “plumber near me”
Optimizing your content and Google Business Profile for these keywords brings more foot traffic.
How to Use Local Keywords
Once you find the right local keywords, place them in:
- Website titles and meta descriptions
- Service pages and blog posts
- Google Business Profile description
- Image alt text
- Local directory listings
Example in Action
If you run a digital marketing institute in Lucknow:
- Main keyword: “digital marketing course”
- Local keyword: “digital marketing course in Lucknow”
- Long-tail keyword: “best digital marketing course with placement in Lucknow”
Optimizing for these terms helps you rank when students search for courses in your area.
Local keyword research is the first step to winning at Local SEO. By targeting the right keywords with location intent, you attract customers who are ready to take action—whether that’s calling, visiting, or booking your service.