As a business owner, you know that showing up in Google search results is critical. But how do you get your business to appear when someone in your community is looking for what you offer? The answer lies in mastering local keyword research. This is the foundation of a successful google search optimization strategy, whether you have a robust website or are relying on your Google Business Profile (GBP) and social media.
This guide is designed to teach you how to do local keyword research for your business, and it’s a great place for beginners to start. By the end, you’ll have a clear plan to improve Google search results, and Google search ranking for your business in your local market.
Let’s dive in.
Understanding the Mind of Your Local Customer: Google Micro-Moments
Before you can find the right keywords, you have to understand the people behind the search. Google has identified four types of “micro-moments”—critical points when people turn to their mobile phones to act on a need. By understanding these moments, you can align your content with their intent.
- I Want to Know: These are informational queries. The person is looking for answers, ideas, or general information.
- I Want to Go: This is a clear signal of local intent. The person is actively looking for a nearby business or a specific location.
- I Want to Do: The person is looking for instructions or tutorials. This is where your helpful content can shine.
- I Want to Buy: This person is ready to make a purchase. They are looking for a product or service to buy, and often use modifiers like “near me,” “in stock,” or “for sale.”
Let’s use a fictional business as an example: “Threads & Stitches” A tailoring service in Lagos owned by Mr. Ade; is looking to improve his google search ranking.
Imagine Gloria (a potential customer of Mr. Ade), who lives in Lekki, needs a tailor. Her search journey would follow these micro-moments:
- Know: She searches “types of Ankara styles for children” for inspiration.
- Go: She then searches for “best tailors near me in Lekki.”
- Do: She might look up “how to sew a simple gown for a child” if she’s considering a DIY project.
- Buy: Finally, she searches for “custom children’s tailor Lagos” when she’s ready to pay someone to do the job.
Different Types of Keywords
Before we get started on how to do local keyword research for your business, it’s important to know the different types of keywords you’ll encounter and their purpose.
- Long-Tail Keywords: Fatima might use very specific phrases like “affordable bespoke children’s tailor in Surulere Lagos” or “quick turnaround school uniform maker in Yaba.” Long tail keywords attracts highly targeted traffic
- Searcher Intent: Understanding why Fatima is searching is crucial. Is she looking for inspiration (informational query), trying to find a specific tailor shop’s website (navigational query – e.g., “Zainab’s Fashion House Lagos”), comparing quality and prices (commercial investigation – e.g., “best children’s tailors in Ikeja reviews”), or ready to place an order (transactional query – e.g., “order custom school uniform Lagos”)?
Applying Keyword Types for “Threads & Stitches”
- Long-Tail: Instead of just “tailor Lagos,” Mr. Ade from Threads & Stitches should also target long-tail keywords like “affordable bespoke children’s tailor in Surulere” or “quick turnaround uniform maker in Yaba.” These phrases are highly specific and indicate a ready-to-buy customer.
- Intent: When he sees a search like “best children’s tailors in Ikeja reviews,” Mr. Ade knows this is a commercial investigation query. He can create content on his website or a GBP post showcasing customer testimonials and reviews to capture this searcher.
How to Do Local Keyword Research for Your Business: A Simple Checklist
Ready to get started on your own google search optimization journey? Here is a simple, step-by-step checklist to help you generate a list of local keywords that will help you improve your website SEO.
Step 1: Get to Know Your Business and Your Customers
Before you even touch a keyword tool, sit down and answer these foundational questions. The answers will guide your entire strategy.
Mr. Ade identifies that his business specializes in high-quality African fabrics and offers personalized design consultations. His ideal customers are working professionals and parents in Lagos looking for bespoke, stylish outfits.
Step 2: Start Generating Keyword Ideas
Start with what you already know. Think like your customer and write down every possible search query they might use to find a business like yours. This is your seed list.
- Think about the product or service you offer.
- What location modifiers might your customers use (e.g., “near me,” “in Lekki,” “close to me”)?
- What price modifiers might they use (e.g., “affordable,” “cheap,” “luxury”)?
- Are there any seasonal variations? (e.g., “Christmas party outfits Lagos,” “Sallah clothes maker”)
- What common questions do your customers ask you?
Mr. Ade’s initial brainstorm list includes: “tailor near me,” “African fashion designer Lagos,” “children’s tailor Lagos,” and “how much does it cost to get a dress tailored in Lagos?”
Step 3: Spy on Your Competitors (In a Good Way!)
Your competitors have already done some of the work. See what phrases they are using to describe their products or services on their websites and social media.
Step 4: Use Google to Your Advantage
Google is your best friend for keyword research.
- Suggested Search Queries: Start typing your seed keywords into the Google search bar and see the phrases Google automatically suggests.
- “People Also Ask” & “Related Searches”: Scroll to the bottom of the search results page to find these sections. They reveal what other people are searching for and provide a treasure trove of related keywords and questions.
How Threads & Stitches Uses Google
- Typing “tailor Lagos” into Google reveals suggestions like “tailor Lagos mainland” and “tailor Lagos for men.” These are great, specific keywords.
- For “school uniform maker Lagos,” the “People Also Ask” section shows questions like “where can I get school uniforms made in Lagos?” and “how much are school uniforms in Lagos?” These are perfect questions to answer on his website or in a blog post.
Step 5: What to Do With Your Keywords: Putting Them to Use
Now that you have a list of relevant local keywords, what do you do with them?
- If You Have a Website:
- On-Page SEO: Integrate your keywords naturally into your website’s content, including your homepage, service pages, and product descriptions. Use them in your page titles, headings (H1, H2, etc.), and meta descriptions.
- Blog Posts: Write articles that answer the questions you found in your research. For example, “A Guide to Affordable Bespoke Tailoring in Lagos” or “How to Choose the Right Tailor for Your Next School Uniform.”
- If You Don’t Have a Website:
- Google Business Profile (GBP): This is your digital storefront. Use your keywords in your business description, your list of services, and in your Google Posts. For example, a post could say, “Get your custom Ankara styles tailored by the best African fashion designer in [Your Neighborhood], Lagos! #AnkaraStylesLagos #CustomTailoringLagos”
- Social Media: Use relevant keywords in your social media captions and hashtags. Your social media profiles also act as another form of citation for Google.
Step 6: Track Your Performance with Google Search Console
Once you have a website, Google Search Console is a free and powerful tool to monitor your keyword performance.
- For Website Owners:
- Keyword Performance: Search Console shows you the actual search queries people are using to find your website. This tells you which of your keyword efforts are working and which aren’t.
- Position Tracking: It allows you to see your average position in Google for different keywords. If you’re consistently on page 2 or 3 for a valuable keyword, you’ll know you need to put in more work to get to page 1.
- For Non-Website Owners:
- Google Business Profile Insights: Your GBP offers its own analytics. You can see how many people found you through a “Direct” search (searching for your business name) versus a “Discovery” search (searching for a service you offer). This gives you a clear indication of how your keyword optimization is paying off.
By diligently conducting local keyword research and understanding how to use the insights gained, Threads & Stitches, and businesses like yours in Nigeria, can significantly improve google search optimization and attract more local customers.
