Practical Local SEO Keyword Research with SEMrush

Did you know that nearly 46% of all Google searches have local intent? That means almost half of online users are searching for businesses near them.

Whether you own a brick-and-mortar store or a service-based business or manage marketing for a local company, appearing in local search results is critical for attracting potential customers.

Local SEO keyword research with SEMrush is the foundation of any successful local search strategy because it gives you precise data on what your local customers are actually searching for.

If you’re not targeting the right local keywords, you’re missing out on valuable traffic and potential leads. If you’re looking for an overview of local SEO keyword research that is not specific to SEMRush, check out this article we wrote on keyword research for local SEO.

In this guide, we’ll walk you through the step-by-step process of conducting local SEO keyword research with SEMrush. You’ll learn how to find local keyword variations, analyze your competitors, and target the right search intent to improve your local rankings.

Before diving deeper into how to do Local SEO keyword research with SEMrush, it’s important to understand what makes local keyword research unique.

Understanding Local SEO Keyword Research

What is Local Keyword Research?

Local keyword research involves identifying the search terms potential customers use to find businesses, products, or services in a specific geographic area. These keywords help businesses appear in the Google Local Pack, organic search results, and Google Maps.

Why Local SEO Keyword Research Matters

Businesses that commit to structured local SEO keyword research with SEMrush consistently see stronger visibility and higher-quality leads as well as these added benefits:

• Increases Visibility: Helps businesses rank higher in local search results and Google Maps.
• Attracts Targeted Traffic: Brings in customers actively searching for local solutions.
• Boosts Sales & Conversions: More relevant searches lead to higher conversion rates.
• Enhances Competitive Edge: Helps businesses outrank local competitors by targeting the right keywords.
• Aligns Content with Search Intent: Ensures your website and content meet the needs of potential customers.

Want to be the first business local customers see online? Effective local SEO keyword research is the key. By pinpointing and targeting the exact phrases your nearby audience uses, you can catapult your search engine rankings and drive a surge of foot traffic. 

Consider this: a staggering 96% of people discover local businesses online. That’s why a rock-solid local SEO strategy is no longer optional—it’s essential.

Components of a Local Keyword

A well-optimized local keyword typically includes:

• Core Term: The primary product/service (e.g., “plumber,” “pizza restaurant”).
• Modifier: Enhances specificity (e.g., “best,” “affordable,” “emergency”).
• Location: City, neighborhood, or landmark (e.g., “Austin,” “Downtown Dallas”).

For example, a Dallas-based dentist might target keywords like:

“best dentist in Dallas”

“emergency dental care near me”

“cosmetic dentist Uptown Dallas”

Local SEO Keyword Research with SEMrush

Finding Local Keyword Variations with the Keyword Magic Tool

The Keyword Magic Tool inside SEMrush is central to effective Local SEO keyword research with SEMrush because it reveals hidden variations that competitors may miss.

1. Go to SEMrush > SEO > Keyword Magic Tool
2. Enter a seed keyword (e.g., “plumber,” “roofing contractor”)
3. Add location modifiers (e.g., “Austin,” “near me”)
4. Use filters to refine results:
   1. Intent: Choose “Commercial” or “Transactional” to target high-converting keywords.
   2. Search Volume & Difficulty: Look for keywords with decent search volume and low-to-medium competition.
   3. Questions: Find long-tail keywords based on common customer queries.
5. Export your keyword list for further analysis.

With your SEMrush local keywords in hand, it’s time for strategic action. 

Start by categorizing keywords by intent (informational, navigational, transactional) and mapping them to relevant site pages. We like to use a basic Excel spreadsheet or Google Sheet for this part. It’s quick, organized, and easy to update as needed.

Then, optimize key on-page elements—title tags, meta descriptions, headers, and URLs—with these high-impact terms. You can incorporate these as columns in your spreadsheet to keep a record of all this information outside of your website.

Boost local relevance by incorporating them into blog posts, service pages, and your Google Business Profile. Remember, don’t keyword stuff these into your content. Make your content based on your experience and expertise, use the keywords in a natural way, and make sure it’s something that HELPS the reader with their buying journey.

Don’t just set it and forget it! Regularly track your local keyword performance in SEMrush and Google Search Console. Keep a sharp eye on metrics like search volume, keyword difficulty, and position tracking to gauge your success. Spotting upward trends in rankings and impressions, along with a rising CTR, means your optimizations are hitting the mark. If some keywords are lagging, dive into competitor analysis to pinpoint strategy gaps. Also, identify which pages are drawing the most local traffic and supercharge them with internal links and fresh content to keep the momentum going.

Competitor Analysis with Organic Research

Analyzing your competitors’ strategies is another layer of local SEO keyword research with SEMrush, helping you uncover gaps and opportunities.

1. Go to SEMrush > Competitive Research > Organic Research
2. Enter a competitor’s domain (e.g., “localroofersaustin.com”)
3. Filter by local keywords:
   1. Use the “Top Organic Keywords” report to identify valuable search terms.
   2. Filter results to see keywords appearing in the Google Local Pack.

Use the Keyword Gap Tool to compare multiple competitors:

1. Enter your website and up to four competitors.
2. Identify keywords your competitors rank for that you don’t.
3. Export results and integrate missing keywords into your strategy.

Conducting competitor analysis with SEMrush’s Organic Research tool provides valuable insights into which local keywords are driving traffic to competing businesses. By understanding what’s working for your competitors, you can identify opportunities to refine your own strategy—whether by targeting untapped keywords, improving your content, or enhancing your on-page SEO. 

This step is crucial for local SEO because it helps you compete effectively in your geographic market, ensuring your business appears for relevant searches. 

Once you’ve gathered this data, use it to optimize existing pages, create new content around high-performing local keywords, and adjust your strategy to outperform competitors in local search results.

Tracking Local Keyword Rankings with Position Tracking

Tracking your performance is the final step in Local SEO keyword research with SEMrush because it shows whether your optimization efforts are actually paying off in local search.

After selecting your target keywords, you need to monitor their performance.

1. Go to SEMrush > SEO > Position Tracking
2. Enter your domain and target location
3. Add keywords manually or import from the Keyword Magic Tool
4. Set tracking filters:
   1. Focus on “Google Local Pack” rankings.
   2. Monitor changes over time and adjust strategies accordingly.
5. Enable Alerts: Get notifications if your rankings drop or improve.

Want to know if your local SEO is actually working? 

That’s where tracking local keyword rankings comes in. It’s the ultimate way to measure your SEO success and make sure you stay visible in local search. By watching keyword performance, you’ll quickly see which terms are climbing the ranks, which are slipping, and where you need to make strategic changes. 

Once you set up alerts in SEMrush, you’ll get real-time data on keyword position changes, search volume, ranking trends, and even how your competitors are doing. 

Make it a monthly ritual to dive into this data—it’s your secret weapon for spotting optimization opportunities, fine-tuning your targeting, and staying ahead of the local competition. 

Consistent tracking is the key to keeping your SEO strategy agile and perfectly aligned with the ever-changing search trends in your area.

Implementing Insights From Local SEO Keyword Research With SEMrush

Once you’ve identified your local keywords, strategically place them in your website’s on-page elements:

On-Page Optimization

• Title Tags & Meta Descriptions: Include your primary local keyword naturally.
• Headings (H1, H2, H3): Use local keywords in at least one heading per page.
• Content: Optimize blog posts, service pages, and FAQs with natural keyword placement.
• Google Business Profile (GBP): Add keywords in your business description and services section.
• URLs & Image Alt Text: Ensure local keywords appear in your page URLs and image descriptions.

Each piece of content you optimize should tie back to insights from your Local SEO keyword research with SEMrush, ensuring your keywords serve both search engines and your local customers.

Think of implementing local keywords as a marathon, not a sprint. It’s an ongoing journey that demands consistency and a keen eye for detail. To truly optimize your website, map out a strategic plan for weaving your local keywords into every corner—title tags, meta descriptions, headers, and your content itself. 

Regular audits are your best friend; they ensure your keywords flow naturally and stay relevant to your local audience. 

Don’t forget to keep tabs on performance and adapt to seasonal shifts, competitor moves, and evolving search trends. 

By embracing this continuous strategy, you’re not just optimizing—you’re paving the way for higher rankings and a flood of local customers.

Putting Local SEO Keyword Research with SEMrush into Action

When done right, Local SEO keyword research with SEMrush becomes the backbone of your entire local search strategy. From uncovering high-value keywords to tracking performance, this process ensures you consistently attract the right audience and stay ahead of competitors.

You can refine your local keyword strategy and improve search rankings by leveraging tools like the Keyword Magic Tool, Organic Research, and Position Tracking.

If you’re ready to get started with SEMRush, follow this free action plan to put all of these insights into action today!

Looking for more than just a general guide? Rook Digital offers customized keyword research and implementation that’s tailored specifically to your business and local market. 

Our keyword research methods are designed to cut through the noise, identify high-impact keywords, and efficiently integrate them into your website for immediate ranking improvements. 

Take advantage of our years of hands-on experience and see how our proven strategies can drive real results for your business right now.