Local/Geo-Targeted SEO Keywords

[jpretz]

Hey everyone,

I work for a local jeweler who only has one store and wants to rank for geo-targeted and local results. We want to rank for "jewelry Minneapolis", "Minnesota engagement rings" and terms like that, since we're not an e-tailer we don't need to rank nationally... just in the MSP metro.

I've been trying to find a service that has accurate search volume information for local search. I want to see how many searches are being conducted for various terms so I know where to focus our time and effort to rank for these terms.

Does such a service exist? Or something that is more geared toward a strictly local strategy such as ours?

Thanks in advance for all of your assistance!

Jayme

[MiriamEllis]

Hi Jayme,

Unfortunately, there is no tool that offers reliable local keyword information. This is due, to my understanding, to the different location of data centers. Even if you are in a major metro location like Los Angeles, the numbers cannot be relied upon.

So, here is the method that I and other Local SEOs I know follow:

1. Do your keyword research without any type of local modifiers. Create a document with a list of your findings. This might look like:

jeweler

jewelry store

diamond engagement rings

fine jewelry

costume jewelry

etc.

2. Now, create a list of your geographic terms. These might include city names, county names, regional names, neighborhood names and zip codes. An interesting tool that can help you turn up geo keywords is here: http://www.localmarketingsource.com/local-keyword-research-tool/ This is solely for looking up the different geo terms - not geo/service/product combinations.

3. Once you've got your 2 lists, combine them. So now, your keyword sheet will look like:

jeweler minneapolis

jeweler minneapolis, mn

jeweler twin cities

jeweler 85342

jewelry store minneapolis

etc.

What you've accomplished by the end of this is a very big list of keywords that you can use. These can be reflected in your title tags, meta description tags, headers, alt tags, link title and anchor text and on-page copy. Off-site, you will, of course, want to know about these kw terms in any linkbuilding you may do.

Some of the terms may be reflected on the core pages of your site, whereas others may be set aside for userful blog posts the jeweler plans to write. I do a ton of professional copywriting for local businesses, and I am always interested in seeing keyword research that turns up terms that can easily be worked up into a Q&A-type blog post. For example, let's say we see a term come up like:

'judging diamond quality'

We can turn this into a blog post entitled:

Judging Diamond Quality 101

or

Judging Diamond Quality While Visiting A Local Jewelry Store

The post will then give tips for beginners who want to be able to tell the quality of the diamonds being offered by jewelers. And, of course, it  can contain information like:

At Village Jewelers in Minneapolis, MN, every diamond we sell comes with a a legal certificate certifying its quality...etc.

So, the point is, you will want to find places for all of your keywords over time. Building a strong, beautifully, locally-optimized website is the cornerstone of any Local SEO campaign. This work includes the optimization of various elements of the website and the crafting of exceptional copy for every page. And, it can include the development of an on-site blog, enabling the business owner or hired copywriter to create great copy on an on-going basis.

Offsite, there will be more work ahead, of course, in your pursuit of high rankings. This will include getting your local business profiles created and claimed, beings sure you don't violate any guidelines, building citations and earning reviews at a steady, but not hurried, pace. Lots to consider!

Jewelry stores are fun clients because their products is so easy to write about and their clientele is generally pretty happy! Good luck!

[CMC-SD]

Well, you can check KWs that include a location term in the Google AdWords KW tool. That suggests that, for example, [engagement rings minneapolis] has an approx. search volume of 140/month. Insert usual caveats about relying on the AdWords tool. You can also use Google Insights to drill down by location, so you can see a search like "engagement rings" in Minneapolis.