Using Location-Based Keywords to Improve Local Search Rankings

Using location-based keywords effectively improves local search rankings by signalling to search engines that your business is relevant to users searching within a specific geographic area. This involves several key strategies:

• Conduct targeted keyword research using tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-volume, location-specific keywords and long-tail phrases that include geographic modifiers (e.g., “best Italian restaurant downtown” or “plumbers near me”).

• Incorporate these local keywords naturally into critical on-page elements such as title tags, meta descriptions, headers, and throughout the website content to align with local search intent.

• Create dedicated location-specific landing pages if your business serves multiple areas. Each page should contain unique, locally relevant content about services or products available in that area, helping capture more localized search traffic.

• Maintain NAP consistency (Name, Address, Phone number) across all online listings and your website to build trust with search engines and improve local ranking signals.

• Leverage Google Business Profile (GBP) by linking location pages to their respective GBP listings, ensuring accurate business information and enhancing visibility in local search results and Google Maps.

• Develop localised content that resonates with the community’s interests, events, or needs, which boosts engagement and signals relevance to local searchers.

• Optimise for mobile since many local searches occur on mobile devices, ensuring a smooth user experience can indirectly improve rankings.

By combining these tactics, businesses can improve their visibility in local search results, attract more targeted traffic, and increase conversions from users with specific local intent.