Local SEO is more competitive than ever. Whether you run a brick-and-mortar store, serve customers in specific regions, or offer localized services, making sure you’re visible in local search results is crucial. One powerful (and free) tool that can help you refine your local SEO efforts is Google Keyword Planner. In this article, we’ll walk you through how to use Google Keyword Planner for local SEO, including setting up location targeting, analyzing search volume, and ensuring you adhere to Google’s guidelines. By the end, you’ll have a solid understanding of how to choose the right keywords that draw the customers you actually want—those in your local community.

Introduction to Google Keyword Planner

What is Google Keyword Planner?
Google Keyword Planner is a free tool that helps businesses find relevant keywords for their Google Ads campaigns. It’s also highly beneficial for organic search optimization. Originally designed to help advertisers discover potential keywords and estimate the traffic those keywords might bring, Google Keyword Planner has become a go-to resource for SEO professionals. Through its data on search volumes, keyword ideas, and competition levels, you can gain critical insights into how people search and which terms are worth targeting.

How Does It Help Local SEO?
When customers in your area search for something specific—like “best pizza in Boston” or “affordable plumbers in Phoenix”—they’re likely looking for a solution close to home. Google Keyword Planner lets you specify geographic locations so that the search volume and keyword suggestions you get match the reality of your local market. This is incredibly useful if you’re trying to hone in on one city, a group of ZIP codes, or even a specific state or region. The more precise your location targeting, the more likely you are to capture potential customers right when they’re looking for businesses like yours.

Why Local SEO Matters

Immediate Relevance
Local SEO places your business in front of people who are ready to take action. Research shows that local intent searches often lead to store visits or direct contact with a service provider. If you rank high for local searches in your niche, you dramatically increase your chances of driving foot traffic or phone calls.

Credibility in the Community
Appearing in local search results also enhances your credibility. People often trust businesses that are visibly present and active in their community. By aligning with local search queries, you position yourself as the go-to in your immediate area.

Cost-Effective Marketing
Compared to broad, national marketing efforts, local SEO often provides a higher return on investment. You don’t waste resources trying to reach someone a thousand miles away who can’t realistically become a customer. Instead, your marketing budget focuses on attracting nearby prospects who are much more likely to convert.

Setting Up a Local SEO Strategy

Before diving into Google Keyword Planner, it’s essential to outline a local SEO strategy:

  1. Define Your Service Area
    Decide which specific areas you want to target. This might be one city, multiple neighborhoods, or an entire region. Clear boundaries help you zero in on the right keywords.
  2. Optimize Your Google Business Profile
    Your Google Business Profile (GBP) is often the first impression potential customers have of your business. Ensure all details—address, hours of operation, services, reviews—are accurate and up to date.
  3. Conduct a Competitor Analysis
    See who’s already ranking for your target keywords in the local pack (the map results at the top of Google). Analyzing their content, backlinks, and user reviews can reveal gaps and opportunities for your own strategy.
  4. Create Location-Specific Landing Pages
    If you serve multiple areas, consider creating separate landing pages for each location. These pages can include region-specific photos, testimonials, and service descriptions that resonate with local prospects.

Having these elements in place will make the data you gather from Google Keyword Planner far more actionable. You’ll be able to plug the keywords you discover directly into relevant pages and campaigns.

Getting Started with Google Keyword Planner

Accessing the Tool
Google Keyword Planner is part of Google Ads, so you’ll need a Google Ads account. You can sign up for free if you don’t have one already. Once you’re in your account, navigate to “Tools & Settings” at the top, then select “Keyword Planner.”

Two Main Sections
Google Keyword Planner has two primary functions:

  • Discover New Keywords: Brainstorm seed keywords, and the tool will generate a list of relevant suggestions.
  • Get Search Volume and Forecasts: Input a list of existing keywords, and you’ll receive data on average monthly searches, competition levels, and possible forecasts.

For local SEO, you’ll primarily use these functions to zero in on region-specific keywords that are both relevant and have sufficient search volume in your area.

Using Location Targeting for Local Keywords

Step-by-Step Guide to Location Targeting

  1. Navigate to “Discover New Keywords.”
    Here, you can type in seed keywords like “pizza delivery,” “plumber near me,” or “wedding photographer.”
  2. Click on “Location Settings.”
    By default, Google might show you data for the entire country or even worldwide. Adjust your targeting so that it reflects your actual service area.
  3. Add or Remove Locations as Needed.
    You can target by city, region, or ZIP code. If you serve multiple smaller areas, you can add several of them here.
  4. Analyze the Suggestions.
    Once Google generates the list, pay close attention to search volume, competition, and suggested bids. While the “suggested bid” metric is more relevant for Ads, it does hint at how competitive a keyword may be in organic search.
  5. Refine & Filter.
    Use filters to exclude low-search volume keywords or terms that might not align with your business goals. You can also filter by suggested bid if you want only higher-value keywords.

Why Location Targeting Is Critical
Local SEO is all about specificity. A keyword with 10,000 monthly searches across the entire country might only bring a trickle of traffic in your specific region. On the other hand, a term with just 100 monthly searches specifically in your city could be more valuable. Location targeting ensures you’re looking at the data that truly matters.

Refining Your Keyword List

After you generate your initial list, it’s time to refine. Dumping all those keywords into your website content without a plan will likely result in confusion for both users and search engines.

Categorize and Cluster

Group related keywords together. For instance, if you’re a local bakery, you might group:

  • “Birthday cake near me,” “custom birthday cake,” and “birthday cake delivery” under a single theme.
  • “Fresh bread near me,” “artisan bread shop,” and “bakery with sourdough bread” under another.

This approach, often called keyword clustering, helps you create or optimize web pages specifically for each group, ensuring the content remains focused on user intent.

Consider Long-Tail Keywords

While short, broad keywords like “bakery” might have high search volumes, they’re extremely competitive. Long-tail keywords—phrases of three or more words—tend to have lower competition and can attract more qualified leads. “Gluten-free birthday cake in Boston” is far more specific and likely to convert better than just “birthday cake.”

Account for Local Variations

People might spell or phrase local searches differently. Sometimes they’ll mention neighborhoods or use local slang. Keep an eye out for these variations in your keyword list. By incorporating these unique terms, you might tap into search traffic that your competitors overlook.

Analyzing Search Volume and Competition

Once you’ve narrowed down a set of prospective local keywords, it’s time to analyze them thoroughly.

Average Monthly Searches
The average monthly searches metric shows you how often people search for a specific term. Remember, a keyword with 10 searches a month could still be valuable if those 10 searches are highly targeted, and you have a high likelihood of capturing that traffic.

Competition Levels
Google Keyword Planner labels the competition for each keyword as “Low,” “Medium,” or “High.” This refers mainly to Google Ads advertisers, but it can still serve as a proxy for how competitive the term might be in organic search results. If you see a keyword with high competition and high search volume, you may face a challenging time ranking, especially if your website is new.

Refining Based on Feasibility
Compare your final list against your current SEO standing:

  • If your website is relatively new or lacks domain authority, you might want to start with lower-competition keywords where you have a better chance of ranking.
  • If you already have a strong local presence, going after higher-competition, higher-volume keywords might be worth the effort.

Applying E-E-A-T Principles in Local SEO

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. While E-E-A-T has primarily been associated with content quality and overall SEO, it’s equally important for local SEO. Google’s guidelines emphasize that high-quality, credible content is key to ranking well, and this is particularly important when you’re trying to stand out locally.

Experience
Share real-life experiences on your site. For example, if you’re a local plumber, offer how-to guides, case studies, or before-and-after photos from actual jobs in your neighborhood. This proves you’ve “been there, done that” in a local context.

Expertise
Highlight certifications, awards, or memberships in local business organizations. If you’ve received “Best of the City” accolades or you’re part of your local Chamber of Commerce, let your audience know. These details underscore your professional expertise.

Authoritativeness
Gather customer testimonials that mention the local context: “They fixed my water heater in downtown Denver so quickly!” These serve as social proof, supporting your authority. If you publish blog posts or articles, ensure they include accurate, well-researched information that solves local users’ real problems.

Trustworthiness
Make sure your contact details, address, and customer service channels are easy to find and up to date. Encourage reviews on Google, Yelp, and industry-specific sites. Having a transparent privacy policy and clearly stated return or service policies also contributes to trust.

By following these E-E-A-T principles, you not only satisfy Google’s guidelines but also establish a stronger bond with local consumers—enhancing both your visibility and reputation.

Monitoring and Adjusting Your Local SEO Efforts

Even the best local SEO plan requires consistent maintenance and updates. Trends change, user behavior evolves, and competitor strategies shift. Here’s how to keep your momentum going:

  1. Track Rankings and Traffic
    Use tools like Google Analytics, Google Search Console, or specialized SEO platforms to see where you’re ranking for your target keywords. Notice any upward or downward trends, and investigate possible causes.
  2. Review Keyword Performance
    Periodically revisit Google Keyword Planner or another keyword research tool to see if new local keywords have emerged. Language changes rapidly, and new search terms might appear for the same services you offer.
  3. Refresh Your Content
    Update your main service pages, blog posts, or landing pages with the new keywords you find. Make sure your content remains topically and locally relevant.
  4. Optimize for Mobile Users
    Many local searches happen on mobile devices, often by users on the go. Ensure your website is mobile-friendly and loads quickly. A slow, clunky site can turn away potential customers—something that can also negatively affect your search rankings.
  5. Encourage User Reviews
    Local reviews on Google, Yelp, and other platforms can significantly boost your local ranking. Send follow-up emails to satisfied customers asking them to share their experiences. Make it easy by providing a direct link to your review page.
  6. Stay Updated on Google’s Guidelines
    Google’s algorithm updates can shift how certain ranking factors are weighted. While the fundamentals of local SEO rarely change drastically, small tweaks to the algorithm can either benefit or harm your visibility. By staying in the loop, you’ll be better prepared to adapt as needed.

Conclusion

Google Keyword Planner is a vital instrument in the toolkit of any local business owner or marketer aiming to improve their presence in local search results. By targeting the right geographic areas and refining your keyword list based on search volume, competition, and user intent, you can craft a robust local SEO strategy. Always remember to create content that demonstrates your Experience, Expertise, Authoritativeness, and Trustworthiness—Google’s E-E-A-T principles—which go hand in hand with strong local optimization.

With consistent monitoring and a willingness to adapt, you can steadily climb local search rankings and attract the customers who matter most: those nearby who are ready to buy, sign up, or book your services. If you’ve never used Google Keyword Planner for local SEO, now’s the time to give it a try. Apply these insights, keep track of your progress, and watch your local search visibility grow.