When starting a new local SEO project, how do you determine the most critical keywords for a specific geographic area, especially for niche industries?

When starting a new local SEO project, especially for a niche industry, my approach to determining the most critical keywords is strategic and personalized to the client’s business and location. Here’s how I do it:

Understand the Business and Audience:

I start by deeply understanding the business, its services, and the target audience. This involves discussing the client’s goals, unique offerings, and how they stand out in their niche. For example, if it's a boutique pet accessory store, I’d focus on terms that resonate with local pet owners looking for premium products.

Local Insights:

I analyze the specific geographic area, identifying how people in that location search online. This often involves considering local slang, cultural preferences, or regional terms. Tools like Google Trends and Google Keyword Planner are invaluable for finding keywords with strong local relevance.

Competitor Analysis:

I study competitors in the same niche and location to see which keywords they rank for. This helps identify gaps or opportunities that we can target effectively.

Long-Tail Keywords for Niches:

I emphasize long-tail keywords that reflect specific search intent for niche industries. For instance, instead of just “pet accessories,” I might focus on “organic dog collars in [city name].” These keywords often have less competition and higher conversion potential.

User Intent and Content Alignment:

I prioritize keywords that align with what users are genuinely searching for. Using tools like SEMrush or Ahrefs, I find search terms with high intent and moderate competition, ensuring that the keywords drive traffic and attract the right audience.

Ongoing Refinement:

Keyword research isn’t a one-time task. I continuously refine the keyword strategy based on performance, seasonal trends, and changes in search behavior within the area.

By combining these steps with a data-driven approach and a focus on the client’s unique value, I ensure the keywords I target are not only effective but also perfectly aligned with both the niche and geographic area. But the approach can vary from business to business yet the base remains the same.

1. Know Your Audience (Like the Back of Your Hand)

Look, before you even think about keywords, you gotta understand the business inside and out. What makes them tick? Who are their dream customers? This is even more crucial for niche industries. If you don't know their unique selling points (USPs) and what problems they solve for their audience, you're shooting in the dark.

My Approach: I'd sit down with the business owner, have a good ol' chinwag, and really get to the heart of their business. Who are their competitors? What are their customers' pain points? This gives me the foundation for a killer keyword strategy.

2. Spy on Your Competitors (Intel is Key!)

Never underestimate the power of knowing what your competitors are up to. They might be sitting on a goldmine of keyword strategies that are working like a charm.

My Approach: I'd fire up tools like Ahrefs or SEMrush and dissect their websites. What keywords are they ranking for? What's their content strategy like? Are they dominating the local pack? This gives me a treasure trove of insights to steal, er, I mean, "borrow" and improve upon.

3. Dive Headfirst into Local Market Research

Local SEO is all about location, location, location! You need to know how people in that specific area are searching for these niche services.

My Approach: Google's Keyword Planner, Ahrefs, and SEMrush are my best mates here. I'd start broad, then narrow down by location. Don't forget those "People Also Ask" sections and Google Trends – they're goldmines for understanding local search intent.

4. Location, Location, Location! (Use Those Modifiers)

Don't just target "artificial flower shop." Get specific! Add those location modifiers like "in Leicester" or "near me." This tells Google you're the local expert they're looking for.

My Approach: I'd combine those niche service keywords with location-based modifiers and use keyword tools to find the variations that are trending in that area.

5. Long-Tail Keywords Are Your Secret Weapon

Niche industries often mean less search volume, but don't fret! Long-tail keywords are your friends. They're more specific, less competitive, and attract those high-intent customers who are ready to buy.

My Approach: Tools like Ubersuggest and AnswerThePublic are my go-to for unearthing those long-tail gems. Think "best artificial flowers for weddings in Leicester" instead of just "florist."

6. Google My Business (GMB) is Your Local BFF

GMB is the holy grail of local SEO. It tells you exactly how people are finding the business.

My Approach: I'd make sure their GMB profile is sparkling and then dive into those GMB insights. The "Search Queries" section is pure gold – it shows what local customers are searching for.

7. Landing Pages for Every Location

If you're targeting multiple locations, don't cram everything onto one page. Create dedicated landing pages for each area and optimise them with those location-specific keywords.

My Approach: I'd create separate pages for "Locksmith in Peterborough" and "Wedding Flowers in Cambridge," each tailored to that specific audience.

8. Don't Forget Local Listings and Directories

Yelp, TripAdvisor, and those niche-specific directories can be surprisingly powerful for local SEO. Check out what keywords your competitors are using on their listings.

My Approach: I'd scour those local listings, pay attention to the phrases they use, and even check out customer reviews for keyword inspiration.

9. Schema Markup: Speak Google's Language

Schema markup is like giving Google a cheat sheet to understand your content. It's especially important for local SEO.

My Approach: I'd make sure the website is using schema markup that screams "local business!" This includes location details, service areas, and all that juicy niche-specific info.

10. SEO is a Marathon, Not a Sprint (Keep Testing!)

SEO is a constantly evolving beast. What works today might not work tomorrow. That's why you need to keep testing, tweaking, and refining your strategy.

My Approach: I'd keep a close eye on Google Search Console and Google Analytics, track those keyword rankings, and adjust the strategy based on what the data tells me.

Follow these steps, and you'll be well on your way to dominating local SEO, even in the most niche industries. Remember, it's all about understanding your audience, targeting those local keywords, and constantly adapting to the ever-changing SEO landscape. Now go out there and conquer those local searches!

Listen carefully to what your client says about their business and take note of the key terms they use. Since they know their business better than anyone, their insights can be invaluable.

You also want to leverage SEO tools to conduct keyword research. Many SEO platforms offer built-in research features, or you can use Google Ads' Keyword Planner to discover what terms people are actively searching for.

When starting a new local SEO project, we determine the most critical keywords by using tools like KW Finder, Ahrefs, and Semrush to analyze keyword data.

We also perform competitor keyword gap analysis to uncover opportunities and identify winning keywords that can help the business stand out, especially in niche industries.
This ensures we focus on keywords with high relevance and potential for driving local traffic.