Conducting keyword research for a local area requires a nuanced approach, especially when it comes to search volume. Unlike broader, national or global markets, local SEO focuses on capturing an audience within a specific geographic boundary. But one question often arises: how much search volume is enough to make a keyword worth targeting in a local market? This article will explore the key factors to consider when assessing search volume for local SEO and how to effectively balance volume with relevance.
Understanding the Role of Search Volume in Local SEO
In the context of local SEO, search volume refers to the number of times a keyword or phrase is searched within a given geographic location. Local businesses, from restaurants to legal firms, depend on highly relevant keywords to connect with customers in their immediate area. However, the success of these keywords is not solely tied to high search volume. In fact, overly high search volumes may indicate generic terms, which might not yield effective conversions for local intent. Instead, local search terms with moderate volume, but strong relevance, often provide better results.
The Balance Between Search Volume and Intent
When assessing search volume, it’s crucial to weigh the intent behind each search query. For example, a term like “best cafes near me” may have a lower search volume than “cafes,” but it often drives more qualified leads. Local searchers typically have high intent, as they are actively looking to find a solution nearby. Keywords with lower search volume but higher intent, such as “affordable dentist in [city name],” can often convert better for local businesses than high-volume, broad keywords.
Factors to Consider When Evaluating Local Search Volume
Several factors come into play when determining the ideal search volume for local keyword research. By examining each, you can prioritize keywords that align with business objectives and local SEO goals.
Keyword Relevance to Local Services
Search volume alone doesn’t determine a keyword’s value; relevance to local services is a significant factor. A small business should focus on keywords that directly relate to its offerings and location. Even if the search volume for these terms is lower, the relevance makes them valuable because they attract users specifically interested in that business category within the area.
Competition in the Local Market
The competitiveness of keywords in the local market is another crucial aspect. High-volume keywords are often more competitive and harder to rank for, especially for smaller local businesses. In contrast, low- to medium-volume keywords with low competition might provide a quicker route to appearing in search results. Tools like Google’s Keyword Planner can help assess competition levels, allowing businesses to select keywords that balance both search volume and competition.
Seasonal Variations in Local Search Demand
In some cases, local search volume may fluctuate seasonally. For instance, searches related to “holiday events in [city name]” will have a high search volume during specific months but drop off the rest of the year. Analyzing these seasonal trends helps businesses decide if a low search volume keyword could still be valuable during peak periods. Considering seasonal patterns in keyword demand is vital, as it enables targeting users with time-sensitive needs, which can enhance engagement rates.
How to Determine an Optimal Search Volume for Local Keywords
Identifying an optimal search volume for local keywords requires a blend of data analysis and strategic alignment with business goals. Here’s how businesses can hone in on search volume that suits their local market.
Utilizing Tools to Refine Search Volume Analysis
Tools like Google’s Keyword Planner, Ahrefs, and SEMrush provide local-specific keyword data, including search volume, competition, and user trends. Setting the location filter to a specific city or region allows businesses to obtain accurate, location-based volume metrics. This precise data helps in identifying keywords that align with the local audience’s search behavior and in assessing whether a keyword’s volume is substantial enough to drive traffic.
Analyzing Competitor Keywords in the Local Area
Observing what competitors in the area are targeting can provide valuable insights into optimal search volume ranges. By examining high-ranking keywords used by similar local businesses, companies can determine if a lower-volume keyword has the potential for high visibility. Identifying gaps in competitor keyword strategies may reveal opportunities in less-targeted keywords with moderate search volumes but high relevance.
Prioritizing Keywords by Volume and Conversion Potential
For local SEO, prioritizing keywords isn’t just about search volume—it’s about the potential to convert. A keyword with a lower search volume might still perform exceptionally well if it captures high-intent users likely to engage with the business. Businesses should prioritize keywords that have moderate search volume and a high likelihood of conversions, as this combination often yields the best return on investment for local SEO.
Long-Tail Keywords in Local SEO
Long-tail keywords, which are typically more specific phrases, play a significant role in local SEO. These keywords generally have lower search volumes but are more likely to match the intent of local users. For example, “pet-friendly coffee shop in [neighborhood]” is more specific than “coffee shop,” and it will attract users who are specifically searching for that unique service in the area.
Benefits of Long-Tail Keywords with Lower Search Volume
Using long-tail keywords with lower search volume can offer a competitive advantage, as they are often less contested by other businesses. These terms may not attract large numbers of searchers, but they appeal directly to users with specific needs. By targeting long-tail phrases, local businesses can capture niche audiences, often resulting in higher conversion rates.
Geographic-Specific Keywords and Search Volume
Keywords with geographic markers, such as neighborhood or district names, often have lower search volumes than city-wide terms but are highly effective for capturing local audiences. These geo-specific keywords are critical for smaller, neighborhood-focused businesses. For instance, a keyword like “barber in [neighborhood name]” might have lower search volume than “barber in [city name],” but it attracts potential customers within that immediate vicinity.
Assessing Geographic Keywords’ Value in Search Volume
While geo-specific keywords may attract fewer searches, the leads generated from these searches are usually more valuable, as the searchers are close to the business. Businesses should not disregard lower-volume, neighborhood-focused terms simply because of their search volume. Instead, these keywords should be evaluated on how closely they align with the business’s service area and the likelihood of attracting a local audience.
Monitoring and Adjusting Keyword Strategy Based on Performance
Once keywords are selected, continuous monitoring and adjustment are essential. Local markets can evolve, with search volume and user behavior shifting based on various factors like seasonal changes, local events, and economic conditions. Regular analysis of keyword performance helps businesses understand if their chosen keywords are delivering results and provides opportunities to adjust strategies based on new data.
Tracking Performance Metrics Beyond Search Volume
Search volume is only one aspect of a keyword’s effectiveness. Other metrics, like click-through rate (CTR), bounce rate, and conversion rate, reveal how well keywords are performing. For instance, if a keyword with moderate search volume is driving high conversions, it may be worth additional focus, even if it’s not the highest-volume term. By tracking these metrics, businesses can fine-tune their strategy to prioritize keywords with proven local impact.
