How To Do Keyword Research For Multiple Locations

Locating the correct keywords for several locations can seem like climbing a mountain of challenges. Keyword research for multiple locations is not just about adding city names to generic keywords. 

It’s more than that. You have to take into account the needs of each geo-target and formulate an approach to tackle all of them. Failure to do this will surely set you up to spend several hours looking for useless keywords.

From our experience of working with clients globally with different types of SEO, we have created this guide to help businesses and experts. 

Let’s Understand the Basics of Multi-Location Keyword Research

As you may already know, conducting keyword research for different locations is important for reaching an audience in specific places. 

This is particularly crucial for an SEO expert who needs to develop a strategy that enhances local targeting for a business that has a number of locations. Let us examine what goes into it.

What is Multi-Location Keyword Research?

Multi-location keyword research is the process of determining area-based keywords to make a business strong in different geographical locations. It involves understanding the nuances of the relevant searches at particular locations and adjusting the plans accordingly.

For instance, an industry that deals in home cleaning services and has branches in two major cities- Miami and Los Angeles, will need to target keywords like “home cleaning Miami” or “professional cleaners LA.” This helps the business get more local clients from those areas. 

Why Keywords Vary by Location

Searches differ from regional searches due to cultural aspects and informal language. For instance, Chicago residents may search for “deep dish pizza” but New Yorkers use “thin crust pizza” or “pizza by the slice.”

These differences signify how important it is to have a strategized keyword plan matrix. Failure to do this can result in too broad keywords that do not appeal to the local audience or cannot be found by the locals.

The Role of Local Intent in Keyword Research

The phrase “local intent” means the notion of interest that a searcher is interested in geographical data. For example, when looking for a ‘taxi near me’ or ‘gym that is open now’, the searcher wants to get specific options nearby. 

Google tries to rank the responses in the same order based on this intent and on the person’s location.

SEO specialists should understand and appreciate local intent to maximize opportunities in local searches. This is crucial in multi-location campaigns, where each location must address different audiences.

Explicit vs. Implicit Local Keywords

Local keywords can be subdivided into two:

• Explicit Keywords: These are keywords that have specific locations. For example, ‘best sushi in Seattle’ or ‘dentist in Atlanta’. It is very easy to isolate the target area by these keywords, so there is no question about the searcher’s focus area.
• Implicit Keywords: These keywords do not contain a particular segment that has a specific location. For example ‘plumbers around me’. The search engines optimize the geography or IP address of the user to give the required local search results. Covering both types enhances the scope of people you capture.

The combination of explicit and implicit keywords provides an optimal approach to broaden the reach.

Read More: Organic VS Paid Search

Preparing for Multi-Location Keyword Research

• Set your business goals in a manner that magnifies the purpose of your campaign. Make sure that you are aiming for awareness, traffic, or conversions for specific locations.
• Specify all the cities and regions you wish to target. You can go down to the level of specific neighborhoods.
• Conduct your own research into search behavior for each location. Regional terms or slang may be important here.
• Put together a list of core products or services. These will be your seed keywords.
• Use aids such as Google Keyword Planner or Ahrefs to get search volumes and trends for every single location.
• Analyze the competition on the local level. Look for keyword gaps and opportunities that these competitors have missed.
• Locations should be merged with keywords. Try, “electricians in Austin” or “boutiques near Soho”.
• Prepare for localizing content. Make sure the content is appropriate for the tone and the needs of the region in focus.
• Consistently check back on your keyword lists. Revise them under the changes in trends and search behavior.

Editors Note: Building Local SEO strategies could be a daunting task if you are new to this. You can always hire an SEO expert to do the job for you. 

Build a Seed List of Keywords

Create a list of words with the closest connection to your business as a starting point. Reflect on what the clients would typically want to see. Let’s say, if you own a bakery, the list may begin with: “bakery,” “cakes,” or “fresh bread.” These all-encompassing keywords are the base of your strategy.

Once that has been established, start using these terms with geographic modifiers. That’s to say, add areas, neighborhoods, or even popular locations to the keywords. For example, you can use phrases like “bakery in Seattle” or “best cakes at Times Square.”

Add more to your plan, and make sure that the targeting long tail is also incorporated. This entails the specific angles which the user has in mind such as “custom wedding cakes in Portland,” or “vegan bakery near Central Park.” 

These long-tail keywords tend to boost conversion rates since people are actually looking for such specific content. 

AI makes creating seed keywords for multi-location research easier by rapidly interpreting trends and user intent. For example, ChatGPT, SEMrush, and Ahrefs can assist in these processes by using a combination of business and geographical terms.

Read More: SEO Tips for Higher Rankings

How to Find Long-Tail Keywords for Location-Specific Searches Using Tools 

After coming up with a primary keyword list, the next step is getting more specific long-tail geo-modified keywords. For example, phrases like “best pizza delivery in Chicago” and “plumbers in Brooklyn who are cheap” target a specific user intent and are more likely to get conversions.

Here’s how to find and optimize these keywords. 

Use Keyword Research Tools

You can use tools like Ahrefs, SEMRush, and Keyword Tool.io. In Ahrefs, for example, you should use the keyword explorer tool inside the application. Set the keywords on the seed keywords input and choose the target country/region. 

After the data is processed, go to the Have Same Terms report section. It shows a report of all the phrases pertaining to the seed keywords, and it does not matter what sequence they are in. So, download this data as it will help you in developing the keyword list.

Analyze Your Existing Traffic

Make sure you also review your present traffic. Acquire data from Google Analytics to evaluate which keywords are bringing visitors to your page. 

Under Acquisition > All Traffic > Channels select Organic Search and export this data to analyze which keywords your page has ranking for.

Don’t Forget Your Google Search Console

Visit Performance in the Status tab of the Google Search Console. Make sure to download the search queries that are generating clicks on your site. 

These keywords can bring light to some valuable geo-targeted keywords that are already performing for your site.

Explore Competitor Keywords

Check the keywords that your competitors rank for using Ahrefs or SEMRush. Copy the URL of the site into the tool and pull the reports of their organic keywords. This will help you fill in the missing parts of your strategy and discover new keywords.

Combine Data Sources

Look for all the downloaded data from tools, analytics, and competitors. Combine all of these into one main list in a spreadsheet. Clean and categorize the data so that there are no duplicates and sort it according to search volume, competitiveness, and relevance.

Experiment with Google’s Auto Suggest and People Also Ask

Type your seed keywords directly in Google and see what comes up. Focus on the autosuggestions and the related searches that appear at the bottom of the page.

This should help you derive more specific long-tail keywords like “emergency plumbing services in Seattle downtown” as well as near “Miami Beach family-friendly hotels.”

More On Researching Location-Specific Keywords

Leveraging Regional Language and Local Vernacular

People will usually search using their local terminologies. The U.S. is more likely to say “soda” whilst the UK might use the word “pop”. 

Understanding these variations is important. You could also Google Trends to gauge regional language differences. 

Google Trends offers a comparison of the regional popularity of certain terms. Also, participation in forums or social media groups specific to that region can aid in understanding contemporary language. 

Using these terms when constructing your keywords makes it easier for your audience to connect to your content.

Finding Keywords Targeting Landmarks, Neighborhoods, and ZIP Codes

People tend to mention more specific areas in local searches. For instance, someone may type in ‘the best coffee shop near Central Park,’ or simply ‘plumber in 90210.’ 

To attract specific traffic, you need to use keywords that include specific places.

SEMrush is a great tool to identify these location-based words. Moreover, other expert analyses on the sites of local competitors can highlight the major local words used. 

How Seasonal Trends Affect Keywords in Different Locations

Keyword trends shift with the season as well as with geographical regions. For example: during summer months, “air conditioner repair” might seasonally increase while “heater maintenance” becomes more googled during winter. 

To stay ahead, use Google Trends and seasonal changes keyword monitoring in target areas. This helps you to change your content strategy. 

Additionally, look back at website analytics; they can reveal expected traffic changes seasonally. You can include these changes in your content to meet your audience’s expectations throughout the year.

How to Choose the Best Keywords for Local SEO

We have talked about many strategies but the main challenge is listing the best keywords for multiple locations that will help to grow your business. How can you do that? 

Begin by looking at keyword difficulty and search volume for each locale. Tools such as Semrush and Ahrefs help you discover how often a particular phrase is searched in certain areas. 

A high search volume might be tempting, but if there is a high keyword difficulty too, it can be hard to rank for it. This is why focusing on long-tail keywords that are less competitive can provide you with better prospects to gain local traffic.

Numbers are one thing, but relevance is just as important. Identify the phrases that people in your locality might use. Local word of mouth always involves specific phrases such as, “open late near me” or “cheap movers in Dallas.” 

Try using Google Search Console or just querying Google manually to find out what search phrases are popular in your area. By doing so, you are making your content and delivering it to the audience geared towards what they actually want.

Combining risky and safe keywords is a good approach. For instance, there is no doubt that it will take time to rank for the phrase ‘best restaurants in Miami’, so it is wise to combine it with less risky long-tail keywords such as ‘family friendly vegan restaurant in Coral Gables’ as it will yield good results faster.

Here is a dummy table: 

Use an Excel sheet and organize your keywords like this table and then you will understand which keywords you should attack more. 

Mapping Keywords to Location Pages: A Practical Approach

This part involves assigning keywords to specific location pages. Effective mapping guarantees that the most relevant search terms for each site page targeted are achieved. This fundamentally aids in improving user satisfaction as well as the search engine algorithm.

First, determine the main keywords for each location. Focus on primary services or products provided in that area. Then, incorporate secondary keywords, such as local sub-divisions, landmarks, or ZIP codes. This would allow more specific queries to be searched.

The following table is an example of the mapping keyword strategy to location pages.

Advanced Tips for Multi-Location Keyword Success

• Keep an eye on how each keyword is performing and alter or remove the ones that are not doing well by utilizing Google Search Console.
• Explore Google Trends for any new, untapped locations’ search interest.
• Keep an eye on social media conversations for regional keyword opportunities.
• Target short-term traffic bursts for specific events or periods by optimizing relevant seasonal keyword phrases.
• Make use of both general and geo-targeted keywords to achieve uniformity across different pages.
• Conduct keyword research of your competitors by geo-targeting for useful information.
• Check that the location pages of your website are easily reachable via the site structure.
• All pages should have the same structure, writing style, and brand voice.
• Keep an updated master list of all your location keywords.
• Continuously improve your approach with newer trends and altered user search behavior in mind.

How to Structure Local Keywords for Better Visibility

Making use of local keywords in a proper manner makes it easier for your customers to search for your business. To do this, keep these tips in mind for a better local SEO:

• Main Service + Location: Place the location you are targeting along with the service or product you are providing. For example, “roofing contractor in Austin” or “spa near San Francisco.” This makes your offering clear and is very basic.
• Specific Service or Product + Location: Include more details in order to pinpoint niche audiences. Some examples are: “Appliance Repair Orlando” and “luxury nail salon Manhattan.” This helps target customers who are searching for specific services.
• Include Nearby Locations: Targeting neighboring areas, zip codes, or landmarks helps expand the reach. Examples: “cafes near Central Park” or “furniture store in 90007.” This increases the reach of people who are outside your basic target area.
• Use Regional Dialects or Phrases: Take references from the local language while tailoring the keywords. E.g., a search in the UK will lean towards “removalist in Birmingham” while in the US would speak “movers in Birmingham.”
• Target Keywords that are Event or Season Based: Tailor to local events or time of year. For example, “Baby Christmas tree farms in Boston” or “New Year’s Eve’s ideal spots in Chicago.”
• Emphasize Unique or Distinctive Features – Use what makes you different. For example, “Austin’s eco-friendly cleaning service” or “Affordable grooming for pets in Miami” highlights these specific customer interests.
• Use Customer Reviews to Generate Keywords: Pick words from the positive reviews of your users. For instance, if they say ‘They are extremely fast’ or ‘The place is very family-friendly, then you can use, “fast Denver auto repair.” Or family-friendly Houston restaurant keywords.

Common Mistakes to Avoid

Overlooking Local Search Intent 

Your keywords may not be relevant because you have not paid attention to the needs and browsing habits of people from different locales. Always remember to research what the local users are typing into the search box.

Neglecting Long-Tail Keywords

By aiming at broad terms only, you run the risk of overlooking location-based phrases which are less competitive. Make sure to add lengthy keyword phrases that incorporate the local aspects.

Ignoring Regional Language Variations

Not paying attention to local dialects or words can result in failure to communicate with your audience. Investigate and include the varying language in your keyword planning.

Duplicating Content Across Locations

Copy-paste of the same content for different location pages will result in negative SEO. Write independently for each location that you are targeting.

Failing to Monitor Keyword Performance

Failing to check regularly the performance of different keywords in various locations can result in missed opportunities for improvement. Analyze and monitor the performance of your keywords and modify your approaches when needed.

FAQs

Contact Abedin Tech for Expert Support

SEO can be hard once you have a business in different locations and this is where Abedin Tech can help. We are here for the management of your local SEO strategy to increase your ranking on Google.

We have a talented team that can manage multi-location keywords for your business as well as optimize them locally. We will make certain that your business is discoverable in every region. We focus on writing location-based content and optimizing GMB which are just some of the actions we take.

Maybe you want more traffic or a stronger online presence, whatever it may be an increase in conversions will be the end outcome. At Abedin Tech, we have the aim of helping businesses grow.

Let us focus on your SEO and everything that comes with managing it for multiple locations so that you may focus on achieving your goals. Call Abedin Tech today and we will find out everything that will boost your business success.