Targeting Local Search Terms
-
I normally advise clients never to optimise around keywords with very low or even zero recorded Google search volumes. However, if the core keyword has decent volumes but the organisation is serviing specific towns/cities/locations would you consider it valid to optimise for :
core keyword + focused location (even if this has zero search volumes).
The Google Places results are obviously highly relevant but depending on the core keyword you sometimes get the 3-box places at the top but sometimes in the middle of the natural results.
-
Google shows keyword volume based on their internal system's evaluation of what phrases are deemed "commercially viable". It's a severely flawed system, mostly designed to force people to spend more money on perceived higher value keyword phrases in AdWords.
As the other answers show, you are wise to include location relevant words in your optimization. Both because people are looking for these things, and because having them in the page Titles is VITAL to helping someone doing a search get the reassurance that "this search result IS for what I'm looking for in "THIS AREA". It's a trust-to-click factor.
If you want proof that people are searching for such things, go to Yelp and see if there are any results on the combination you are considering - and if there are reviews for any of those.
Of course, not ALL phrases are being searched at the local level, yet many are, even if they're not reported in Google's ulterior-motivated system.
Another consideration - here in Marin County, California, many people search for "XYZ + town", yet many more do in fact for "XYZ + bay area" or even "XYZ + San Francisco Bay Area" or "XYZ East Bay" or "XYZ North Bay"... so if there is such a regional factor in the local areas you're dealing with, consider doing research on those as well, and adding those into the mix with the more refined local wording.
-
Sometimes common sense should prevail over the KW search volume tool. I've run in to local search terms I KNOW people are searching but aren't being registered.
-
Short answer, yes. Even more so if your clients are actual brick and mortar businesses that can benefit form walk in traffic. It's important to remember that Google does a TON of scrubbing of the data it presents to the outside world. To see this for yourself, take a site you currently run--or where you have access via analytics--and pull some long tail keyword search data from over the course of a year. Find a few phrases that have brought you 10 or more visits. Plug those in to Google Keyword Tool in a different browser. Do they have any search volumes?
Dedicating an entire page to an extremely long tail phrase is likely still over kill in a lot of cases, but a quick glance at analytics will give you a solid idea of the search patterns that would help create the content of a great page.
Lastly, part of Google's scrubbing is normalization for a globalized audience. Only major cities are going to rank in that segment, but would a customer living in a smaller city or neighborhood see a benefit of doing business locally? Probably. Always a good idea to make the distance from searcher to sale as short as possible.
-
In the town where I live there is almost zero search volume reported in the Adwords Keyword Tool for "TownName Dentists".... however, there are people typing that query into google (my dentist's site gets visitors for it every month) and the lifetime value of a patient is very high.
Also, there are lots of variants.... "dentists in TownName"....etc.... and combined those variants are more significant in number.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Merging Google+ with Google Local
Greetings Mozzers, I'm having a tough time merging my Google+ page with my Google Local page and wanted to see if anyone could give me some additional information/advice for progressing on this. Google+ Profile: https://plus.google.com/112342618763108384372/about?hl=en Google Local: https://plus.google.com/104995472630988321277/about?gl=us&hl=en Both of them have been verified and "managed" via postcards, however the Local one never seems to get "managed". I look forward to hearing back on any guidance/advice. Much appreciated,
Image & Video Optimization | | MonsterWeb28
Ryan0 -
Local Targeting without the city’s name
Here’s an interesting one for you guys: We show up on page 1 for “Edmonton web design,” (our website is http:web3.ca), however when you search for just “web design” in our city, we don’t seem to show up at all. I know Google is now placing a higher percentage or local companies in a search. So my question is: how can we show up better for a local search that is just “web design”? Does this just come down to domain authority & content or are there other key local factors at play?
Image & Video Optimization | | Web3Marketing870 -
Multiple Store locations Google Local
Hey there, Is it best to create an individual page for each store location? Or is it best to create one page and plot different locations? Thanks, Dan
Image & Video Optimization | | Sparkstone0 -
How To Do SEO For Google Local Listing?
Hi, I have been reading around but i still don't understand how we can rank better for local search listing from Google place. I have tried: Adding keywords to descriptions
Image & Video Optimization | | chanel27
Adding the max of 10 photos And also get my customers to comment on my Google place listing leaving testimonials. Is there any tips? 🙂0 -
Local citations | Local search
What is the best way to find local resources to gain reviews and citations from to help with strengthening your position in Google Places?
Image & Video Optimization | | echo10 -
Local SEO: What is the largest Google Places bulk upload you have ever done?
Hi All, One of my clients recently requested my team at our agency to do a bulk up load of business locations. We did the bulk upload and it came to around 652 or so locations in the form. I have done some serious bulk uploads in the past around 500 locations but never this high. My question is to SEO moz what is the largest bulk upload or single upload you have done on Google Places?
Image & Video Optimization | | JamesNorquay0 -
Has anyone created a top (Insert # Here) list of local business listing sites?
Has anyone created a top (Insert # Here) list of local business listing sites we should manually submit to? I have around 20 or so but I was wondering if someone could give me a list to cross reference. I have quite a few local business that I work with and I want to make sure I'm hitting all of the main local listings. I also spend time searching for niche listing sites too for each client, so if you have any suggestions on easier ways to find these as well, I'm game. If you have created a list and its out in the wild somewhere I will be happy to link to it from my site. I'm always open to giving some LL to helpful people. Who's up for building a tool that will search through X number of local directories and report back to you if you are listed or not. (Not getlisted.org) You can select a checklist of sites that you want to check. (; Thanks Aaron
Image & Video Optimization | | Shipyard_Agency0 -
Listing in Local search
Hi, Are several listing in google places allowed ? I've got 1 address but with 3 differents services with 1 website for each activity . Tks a lot..
Image & Video Optimization | | mozllo0