In the world of digital marketing, standing out from the competition is becoming increasingly difficult. If you run a local business and want to attract more customers, there is one strategy you absolutely cannot ignore: choosing the right local keywords.
When done correctly, and using white-hat SEO techniques, this process will help you grow organically and appear on Google exactly when your customers are searching for you.
In this article, we explain how to do it step by step.
What Are Local Keywords and Why Are They Important?
Local keywords are terms or phrases that include a specific geographic reference, such as a city, neighborhood, or defined area.
For example: “vegan restaurant in Barcelona” or “hair salon in downtown Seville”.
These keywords connect the user’s search intent with a real location—essential for local SEO.
When someone searches for a nearby service, like “dentist open today”, Google prioritizes results that are physically close to that user.
If your business is optimized with well-chosen local keywords, you have a much higher chance of appearing in Google Search and Google Maps.
Integrating these keywords correctly into your digital marketing strategy helps you increase visibility, attract qualified traffic, and turn visits into customers.
Additionally, working on local SEO using a white-hat approach ensures long-term, sustainable results and prevents Google algorithm penalties.
The White-Hat SEO Approach to Keyword Selection
White-hat SEO is based on ethical practices that respect Google’s guidelines. The goal is not to trick the search engine, but to provide relevant, useful, trustworthy content.
Applied to keyword research, this means:
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Understanding your potential customers’ search intent
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Selecting relevant, location-specific keywords
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Integrating them naturally across your website, Google Business Profile, and all digital channels
This approach not only helps you appear on Google, but also builds trust and improves the user experience.
How to Research the Best Local Keywords Step by Step
1. Think Like Your Customer
Before using SEO tools, put yourself in the shoes of someone searching for your services.
What would they type into Google to find you?
Examples:
“emergency locksmith Valencia”
“café with terrace in Málaga”
“pet store near me”
These initial ideas create your seed keyword list.
2. Add Local Modifiers
A key part of local SEO is combining your service or activity with geographic elements:
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City or province names (Madrid, Seville, Alicante…)
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Neighborhoods or districts (Gràcia, Triana, El Carmen…)
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Postal codes
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Reference areas (near the station, by the town hall, in front of the beach…)
This helps you capture highly targeted searches with a strong conversion intent.
3. Use Specialized Tools
Several SEO tools help you find the best local keywords:
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Google Keyword Planner – search volume and competition
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Google Trends – seasonality and popularity comparison
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Google Search Console – local terms already driving traffic
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KWFinder, SEMrush – related keywords, ranking difficulty, content ideas
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Local SEO tools – Localo, GeoGrid, Google Maps analysis tools
4. Evaluate Your Keywords
Not all local keywords are equal. Assess them based on:
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Search volume – how often they’re searched
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Competition – how many businesses are targeting them
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Search intent – is the user ready to buy, compare, or just research?
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Relevance – does the keyword align with your real services and location?
The ideal keywords have good volume, moderate competition, and clear purchase/reservation intent.
5. Create a Local Keyword Map
Organize keywords by service categories and geographic areas.
Each group should correspond to a specific page: service page, category page, blog article, or landing page.
This keyword map becomes your guide to optimize your content and website structure.
How to Implement Local Keywords on Your Website and Google Business Profile
Once you’ve selected your keywords, apply them naturally and strategically.
On your website:
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Include local keywords in page titles and H1 headings
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Add them to meta descriptions to increase CTR
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Use them naturally within the content
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Optimize images with geolocated alt text
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Use clear URLs:
www.yourbusiness.com/locksmith-valencia
On your Google Business Profile:
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Select the correct categories
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Add relevant local keywords in the business description
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Reply to reviews naturally using local terms (“Thank you for visiting our salon here in Gràcia!”)
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Add photos of your business, surroundings, and services tagged with the correct location
Doing this helps you appear in Google Search and Google Maps, significantly boosting your visibility.
Measure, Adjust, and Improve Continuously
Digital marketing and SEO are not one-time tasks—they require ongoing optimization.
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Use Google Analytics and Search Console to track which keywords bring traffic and conversions
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Update content and keyword maps based on performance data
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Create new content around keywords that show promising results
Organic growth is built on continuous improvement. With this mindset, you’ll stay ahead of your local competitors.
Conclusion: Make Your Local Business Stand Out on Google
Choosing and optimizing the right local keywords is one of the most important strategic decisions you can make if you want to grow organically, strengthen your digital marketing, and rank higher on Google.
With a white-hat SEO approach, user-focused content, and the right tools, you can achieve consistent, sustainable, profitable local visibility.
Appearing on Google at the right moment can be the difference between a business that goes unnoticed… and one that stays full of customers.
At YellowRock Marketing, we help you apply this strategy with real, measurable results.
Want to improve your local visibility? Contact us and start standing out in your city today.
