How to Find Local Search Volume for SEO Keyword Research

When running local SEO campaigns, understanding how often people in your specific area search for keywords is crucial for success. Local search volume data helps you prioritize the right terms, create region-specific content, and outperform competitors in your market. In this guide, we’ll explore practical methods to find and leverage local search volume for more effective SEO keyword research.

Understanding Local Search Volume for SEO

Local search volume refers to the number of times people in a specific geographic area search for particular keywords. Unlike national search data, local volume provides insights into regional interests, needs, and search behaviors that can vary significantly from one location to another.

Why does this matter? A keyword with high national volume might have minimal searches in your target city, while terms with modest national volume could be extremely popular in your region. For local businesses or regional campaigns, understanding these geographic differences is essential for keyword prioritization and resource allocation.

The main challenge in local keyword research is obtaining accurate, granular data. Most tools provide national-level information with limited local specificity, requiring SEO professionals to employ various techniques to get reliable local insights.

Using Google’s Official Tools for Local Search Data

Google’s own tools remain the most reliable starting point for local keyword research, though they come with certain limitations in specificity.

Step-by-Step Guide to Google Keyword Planner

Google Keyword Planner is the most accessible official tool for local search volume data. Here’s how to use it effectively:

1. Access Google Keyword Planner – Sign in to your Google Ads account (you can create one for free without running ads) and navigate to Tools → Keyword Planner.
2. Choose your research method – Select either “Discover new keywords” or “Get search volume and forecasts” depending on whether you’re exploring new terms or researching specific keywords.
3. Enter your seed keywords – Input the primary keywords you want to research.
4. Set your location targeting – Click the “Location” dropdown menu and select your target area. You can choose countries, states/provinces, cities, or even set a custom radius around a specific location.
5. Adjust date range – Set your preferred time period to account for seasonal variations.
6. Review the results – Google will display keywords with their average monthly searches, competition level, and bid ranges for the selected location.
7. Export your data – Download the results for further analysis and comparison.

Remember that Google Keyword Planner typically provides search volume ranges rather than exact figures unless you’re spending significantly on Google Ads.

Using Google Trends for Regional Search Insights

Google Trends offers valuable comparative data on regional search interests:

1. Navigate to Google Trends
2. Enter your keyword or topic
3. Scroll down to find the “Interest by region” section
4. Adjust the location filter to narrow down to specific countries, states, or metro areas
5. Compare multiple terms to see relative popularity by region

While Google Trends doesn’t provide absolute search volumes, it’s excellent for identifying regional variations in search behavior and discovering which areas have disproportionate interest in specific topics.

Alternative Methods to Estimate Local Search Volume

When Google’s tools don’t provide enough specificity, you can employ these alternative approaches for more precise local data.

Population-Based Search Volume Estimation

This mathematical approach uses population ratios to estimate local search volumes when only national data is available:

1. Obtain the national search volume for your keyword
2. Find the population of your target location and the country
3. Calculate the population ratio (local population ÷ national population)
4. Multiply the national search volume by this ratio

For example:

– If “dentist near me” gets 100,000 monthly searches nationally

– And your city has 1% of the national population

– Your estimated local volume would be 1,000 monthly searches (100,000 × 0.01)

This method assumes equal search behavior across regions, which isn’t always accurate, so it works best as a starting approximation.

Third-Party Tools for Local Keyword Research

Several specialized tools offer more granular local search data:

| Tool | Local Search Features | Strengths | Limitations |

|——|———————-|———–|————-|

| Semrush | Location filtering down to city level; traffic percentage by country | Comprehensive database; detailed metrics | Higher price point; limited granularity in smaller markets |

| Ahrefs | Country and city-level search volume; “search explorer” for location-specific data | Accurate volume estimates; extensive database | Limited city-level data outside major metros; higher cost |

| KWFinder | Data for 50,000+ locations; city-level volume estimates | User-friendly interface; affordable plans | Smaller keyword database than premium competitors |

| Moz Pro | Local keyword difficulty scores; SERP analysis by location | Strong correlation with Google data; geo-specific rank tracking | Less comprehensive volume data; requires subscription |

At our agency, we recommend using a combination of these tools rather than relying on just one source, as each has unique strengths in different markets.

Advanced Techniques for Local Search Volume Analysis

For more sophisticated local keyword research, experienced SEO professionals employ these advanced strategies.

Combining Multiple Data Sources

To overcome the limitations of individual tools, triangulate data from multiple sources:

1. Start with Google Keyword Planner for baseline volume ranges
2. Cross-reference with Google Search Console data filtered by region (if you have an existing site)
3. Compare against third-party tool estimates
4. Apply population-based adjustments where appropriate
5. Check Google Trends for relative regional importance

This multi-source approach helps identify discrepancies and provides more confidence in your volume estimates.

Leveraging Government Statistics for Local Research

Official government data can provide valuable context for your keyword research:

1. Use Census Bureau data (for US locations) from the Statistics of U.S. Businesses to understand business demographics
2. Analyze local economic reports to identify industry trends specific to your region
3. Review tourism statistics to understand seasonal variations in search behavior
4. Incorporate demographic information to better understand local audience composition

These official sources provide market-specific insights that help validate and refine your keyword selection based on real-world data rather than search metrics alone.

Implementing Local Search Data in Your SEO Strategy

Once you’ve gathered your local search volume data, here’s how to apply it effectively.

Prioritizing Keywords Based on Local Volume

When selecting keywords for your local SEO campaigns:

1. Create a spreadsheet comparing national vs. local search volumes
2. Calculate a “local importance ratio” (local volume ÷ national volume) to identify terms with disproportionate regional relevance
3. Prioritize keywords with high local volume and moderate-to-low competition
4. Consider seasonal variations specific to your region
5. Balance commercial intent with search volume for optimal ROI

This approach helps you identify valuable local opportunities that might be overlooked in national-focused keyword research.

Creating Location-Specific Content

Develop content that matches local search intent using your volume data:

1. Incorporate location-specific terminology and place names in titles and headings
2. Address regional concerns, challenges, or preferences identified in your research
3. Create separate landing pages for different service areas based on search volume distribution
4. Develop location-specific FAQ content addressing common local questions
5. Include regional landmarks, organizations, or events where relevant

We’ve found that content specifically tailored to local search patterns typically outperforms generic content optimized only for national terms.

Tracking Local Keyword Performance

Measure the effectiveness of your local keyword targeting:

1. Set up location filters in Google Analytics to track regional traffic patterns
2. Create custom segments in Google Search Console to monitor performance by location
3. Track ranking positions using location-specific rank checking
4. Monitor conversion rates by region to identify geographic performance variations
5. Adjust your strategy based on local performance data, not just national averages

Regular assessment of regional performance helps you refine your approach and better allocate resources to the most productive geographic areas.

Get Expert Help With Your Local SEO Strategy

Understanding local search volume is just one component of a successful local SEO strategy. We’ve covered the essential methods for finding and implementing local keyword data, from using Google’s official tools to advanced estimation techniques and specialized third-party resources.

At our agency, we specialize in helping businesses dominate their local search landscapes through data-driven keyword research and targeted content strategies. Our team has years of experience interpreting local search trends and turning them into actionable SEO plans that deliver measurable results for regional businesses.