After reading this article, you will know:
Why is keyword research important?
How to analyze the current keywords' performance?
How to choose right keywords?
How to avoid the most common mistakes when choosing local phrases?
1. Why is keyword research important?
Choosing a keyword for optimization, it is one of the most difficult and important parts of the optimization process:
Take your time when doing this
Try not to change main keywords too often (when optimization is alley started)
Choosing the perfect keyword is not just about picking terms that seem relevant - it's about selecting the words and phrases your potential customers are actually using to find businesses like yours. With Localo, this process becomes more strategic and data-driven.
2. How to analyze the current keywords' performance?
💡 For current keyword performance, you can refer to two main sources:
The Performance section of your Google Business Profile (GBP).
Google Search Console for the main website linked to your GBP.
2.1 Search breakdown in the performance section of your Google Business Profile
It shows how often, and for which search terms, your profile appeared on Google Search and Maps within a selected date range.
This includes:
The total number of searches that triggered your profile (not just views or clicks).
A list of the actual search terms people used that caused your profile to appear.
Data is generally updated monthly, with a short delay at the beginning of each month.
👉 Steps to access it:
Go to your Google Business Profile panel → Performance → Overview → there you’ll find the related keyword data. (See screenshots below.)
This view gives additional information and helps you understand how people discover your business (for example, via your brand name versus generic service or product queries).
To act on this data, you can:
Make sure your most frequent search terms are reflected in your profile description, services, and posts.
Refine your categories or adjust wording if you notice irrelevant queries triggering your profile.
Monitor how search terms evolve month to month after updating photos, posts, or services to assess whether new, valuable queries begin to appear.
2.2 Google Search Console (GSC)
Google Search Console (GSC) provides data specifically for the website linked to your Google Business Profile.
It is a free, data-driven tool for keyword research based on real queries that already drive traffic to your site. It helps you identify quick wins, discover new content opportunities, and optimize or improve underperforming pages.
👉 Steps to access it:
Go to Google Search Console → Select your domain/property → Click on Performance → Go to the Queries tab to view the keywords driving traffic to your site. (See screenshot below.)
Core benefits include:
Uses real search data (clicks, impressions, positions, CTR) instead of estimated volumes, so you see how people actually find your site.
Highlights keywords with deep impressions but low CTR or rankings in positions 11–30, which can often be improved with better titles, meta descriptions, and on-page optimization.
Reveals long-tail queries and content gaps that can become new blog posts or sections, strengthening topical authority.
Helps filter out irrelevant “vanity” traffic so you focus on terms that drive engagement and conversions.
2.3 Information about your keywords also in Localo app.
❗ IMPORTANT: Keywords Information from Searches Breakdown are available in the management section of the Keywords in Localo app.
3. How to choose right keywords?
3.1 Begin by thinking like your customer.
💡 What would someone type into Google if they needed your service?
Identify Your Services and Location: Combine the specific services you offer with your geographical location. For example, instead of vague or brand-focused terms, use more actionable phrases like "emergency plumber Chicago" or "best sushi Los Angeles."
For 2 or 3 main keywords: (keep them in two variations) Use Keywords Without a Location Modifier for Broader Visibility: Generic keywords like "coffee shop," "hair salon," or "dentist" tend to have high search volumes. However, they also pit your business against a wide range of national and even global competitors, which can make it harder to rank unless your SEO is very strong.
Use Keywords With a Location Modifier for Local Grounding: Keywords that include geographic indicators—such as "coffee shop San Diego," "hair salon Austin," or "dentist Miami"—are more targeted and reflect your business's relevance in local searches. These phrases tend to attract customers who are actively looking for a nearby provider, making them more valuable for local SEO.
Avoid Brand-Specific Terms for Discovery: While it's fine to rank for your business name, new customers typically search using generic terms. Focus on keywords that describe what you offer and where you're located.
3.2 Utilize Localo's Keyword Tools
Localo is built to simplify the keyword selection process. Here's how you can use its suite of tools to make more informed decisions:
Search Volume: Enter your chosen keyword into Localo's keyword analyzer. You’ll receive a detailed breakdown of monthly search volumes, how they fluctuate over time, and comparisons with similar keyword alternatives. This lets you prioritize terms with consistent or growing demand.
Keyword Difficulty and Competition Levels: Localo helps you assess how difficult it might be to rank for a specific keyword by showing competition levels. For small or newer businesses, this is critical in avoiding overly competitive terms and instead focusing on opportunities with lower difficulty scores.
Long-Tail Keyword Discovery: These longer, more specific phrases, such as "24-hour vet Brooklyn" or "vegan bakery open late," might have fewer searches, but they’re highly targeted and often lead to better conversion rates. Localo’s algorithm suggests these gems based on your main keywords and your business type.
3.3 Target Keywords That Trigger the Local Pack
Appearing in the Google Local Pack : the section that highlights the top three local business listings alongside a map and is one of the most powerful ways to boost your online visibility. These positions are highly prominent in search results, giving your business greater exposure and increasing the likelihood of attracting clicks.
Being featured in the Local Pack also enhances credibility. Users often perceive businesses shown in this section as more trustworthy and established, especially when supported by strong ratings and a well-optimized Google Business Profile. This added trust can strongly influence user decisions and drive more conversions.
3.4 Use Google Trends and Monitor Your Strategy Continuously
Google Trends is a powerful, free tool that shows how interest in a keyword changes over time. It’s an essential step to understand whether a term is gaining traction or losing relevance. Some services or products have seasonal peaks—for example, “AC repair” is most popular in the summer, while “gift shop” trends during the holidays. Understanding these patterns helps you prepare your content and promotional efforts in advance.
👉 Steps to access it:
Go to Google Trends → Enter your keyword → Select the target location/area → Choose the desired time period to analyze search interest. (See screenshot below.)
Another advantage of Google Trends is the ability to compare different keywords to determine which is more popular in your area or nationally (screenshot below) :
For instance, if you're unsure whether to focus on “gift shop” or “gift store” Google Trends can show which term users are searching more frequently. This insight allows you to choose the term that resonates most with your target audience.
4. How to avoid the most common mistakes when choosing local phrases?
4.1. Don’t ignore locality
Many businesses target only generic terms like “dentist” or “car repair” without adding a city, district, or neighborhood, which makes them compete nationally instead of locally. Always combine your main service with your location (for example, “dentist in new york” or “cleaning services chicago”)
4.2. Avoid only big/high‑volume phrases
Choosing only broad, popular phrases (like “restaurant”) often means high competition and a low chance of ranking or getting qualified leads.
4.3. Use customer language, not “agency language.”
Many local phrases are invented by marketers and do not reflect how people really search. Look at reviews, emails, calls, and messages to copy the words your customers actually use, then adapt them into local search phrases (for example, if people say “gas boiler” instead of “heating system,” use that).
4.4. Always check data, not just intuition
Choosing phrases only “by feel” is another frequent error. Use tools to check if people actually search for your phrases in your region and then prioritize those with good relevance and realistic difficulty, not just the highest volume.
Related materials:
You can find more information in our Knowledge Base.
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