Keyword research anatomy

With more than a decade’s worth of experience in internet marketing, Ann Smarty is a real pro when it comes to the ins and outs of SEO and content. Here, she provides a guide to performing local keyword research.

Would you like to boost your local website’s online visibility? A well-organized keyword research process is your first step. Keyword research is fundamental to any digital marketing strategy, for both global and local businesses.

Why is keyword research important?

Keyword research is important for the following reasons:

  • To create landing pages that focus on searchable words and phrases.
  • To understand searching behaviors better and, overall, understand your target audience better.
  • To find related markets to expand into, and/or refocus your products or services to.
  • To discover more ways to attract target customers (through providing answers to their questions).

The anatomy of a local keyword

When it comes to local keyword research, we usually have to deal with a three-part combination: Core term + Modifier + Location

Knowing the basic structure of a keyword helps you better understand the process and the fundamental goal behind it.

Core Term

This is what you do or sell, at its “core”. If you are promoting a local hair salon, your core terms are “hairdresser”, “haircut”, “hairstylist”, etc. If you are promoting a law firm, your core terms are “lawyer”, “law firm”, “attorney”… Well, you get the idea.


This is what makes…

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