Local search volume reports are essential tools for businesses aiming to optimize their online presence and attract customers in specific geographic areas. These reports provide valuable insights into the search behaviour of potential customers within a particular locality, enabling businesses to tailor their marketing strategies effectively. By understanding the nuances of local search volume data, companies can make informed decisions about keyword targeting, content creation, and overall search engine optimization (SEO) efforts.
The process of creating and interpreting local search volume reports involves a combination of data collection, analysis, and strategic planning. From leveraging powerful tools like Google Keyword Planner and SEMrush to crafting custom reports using spreadsheet software, there are multiple approaches to gaining actionable insights from local search data. This comprehensive guide will explore the various aspects of local search volume reporting, providing you with the knowledge and skills needed to enhance your local SEO efforts.
Understanding local search volume metrics and data sources
Local search volume metrics provide a quantitative measure of how often specific keywords or phrases are searched for within a defined geographic area. These metrics are crucial for businesses looking to optimize their online presence for local audiences. The primary data sources for local search volume information include search engine tools, third-party SEO platforms, and aggregated user behaviour data.
One of the most important metrics in local search volume analysis is the average monthly search volume. This figure represents the number of times a particular keyword is searched for in a given location over a month. However, it’s essential to understand that this number is typically an average over a period, often the past 12 months, and can be subject to seasonal fluctuations.
Another critical metric is keyword difficulty, which indicates how challenging it might be to rank for a specific local search term. This metric takes into account factors such as competition from other businesses and the strength of existing content ranking for the keyword. By balancing search volume with keyword difficulty, you can identify opportunities where high-value keywords are relatively easier to target.
Click-through rate (CTR) is also a vital metric in local search analysis. It measures the percentage of users who click on a search result after seeing it. In local searches, CTR can be particularly important as it often correlates with user intent and the relevance of search results to local queries.
Understanding the interplay between these metrics is crucial for developing an effective local SEO strategy. High search volume doesn’t always equate to the best targeting opportunities if the competition is too fierce or if the searcher’s intent doesn’t align with your business offerings.
Data sources for local search volume can vary in their accuracy and comprehensiveness. While Google’s tools provide data directly from the largest search engine, they may not always offer the most granular local insights. Third-party tools often combine data from multiple sources, including clickstream data and user panels, to provide a more comprehensive view of local search behaviour.
Setting up google keyword planner for local search analysis
Google Keyword Planner is a powerful tool for conducting local search volume analysis. As part of the Google Ads platform, it provides valuable insights into search trends and keyword performance across different locations. Setting up Google Keyword Planner for local search analysis requires a systematic approach to ensure you’re capturing the most relevant data for your business.
Configuring location targeting in google ads
The first step in using Google Keyword Planner for local search analysis is to configure your location targeting correctly. This process involves specifying the geographic areas you want to focus on, which can range from entire countries to specific cities or even postal codes. To set up location targeting:
- Sign in to your Google Ads account and navigate to the Keyword Planner tool.
- Click on “Discover new keywords” or “Get search volume and forecasts”.
- Look for the location targeting options, usually found near the top of the page.
- Enter the names of the locations you want to target or use the map feature to select areas.
- Adjust the targeting radius if necessary to capture the most relevant local area for your business.
It’s important to note that the more specific you are with your location targeting, the more accurate your local search volume data will be. However, very narrow targeting may also result in limited data, especially for less populous areas or niche keywords.
Selecting relevant keyword themes for local businesses
Once you’ve set up your location targeting, the next step is to select relevant keyword themes for your local business. This process involves brainstorming and researching terms that potential customers might use when searching for your products or services in the targeted area. Consider the following approaches:
- Use your business type and location as a starting point (e.g., “coffee shop in Manchester”)
- Include local landmarks or neighbourhoods in your keyword ideas
- Think about seasonal or event-related searches that might be relevant to your business
- Consider common questions or problems that your local customers might have
When entering these keyword themes into Keyword Planner, use the “Your product or service” field to input your ideas. The tool will then generate a list of related keywords along with their local search volume data.
Interpreting google keyword planner’s local search volume data
Interpreting the local search volume data provided by Google Keyword Planner requires a keen eye for detail and an understanding of what the numbers represent. The tool typically provides several key pieces of information for each keyword:
Average monthly searches : This figure represents the average number of times people have searched for the exact keyword and close variants based on the location and date range you’ve specified. It’s important to remember that this is an average, and actual monthly figures may fluctuate.
Competition : Google categorizes the competition for ad placement on each keyword as either Low, Medium, or High. While this is primarily aimed at advertisers, it can give you an idea of how difficult it might be to rank organically for these terms.
Top of page bid (low range) and Top of page bid (high range) : These figures show the lower and upper range of what advertisers are paying for clicks on these keywords. Higher bids often indicate more valuable keywords.
When analysing this data, look for keywords that have a good balance of search volume and competition. High-volume keywords with low competition can be particularly valuable for local SEO efforts.
Exporting raw data for further analysis
While Google Keyword Planner provides useful insights directly in the interface, exporting the raw data allows for more in-depth analysis and customization. To export your local search volume data:
- After generating your keyword list and reviewing the data, look for the download or export option, usually represented by a download icon.
- Choose your preferred file format (CSV is often the most versatile for further analysis).
- Select the data you want to include in your export (e.g., keyword text, average monthly searches, competition).
- Save the file to your computer for use in spreadsheet software or other analysis tools.
Exporting this raw data allows you to combine it with information from other sources, create custom visualizations, or perform more complex analyses that aren’t possible within the Keyword Planner interface itself.
Leveraging SEMrush’s local SEO tools for search volume insights
While Google Keyword Planner is a valuable resource, SEMrush offers a suite of tools specifically designed for local SEO that can provide even more detailed insights into search volume and keyword performance. SEMrush’s local SEO tools allow you to dive deeper into location-specific data and competitor analysis.
One of SEMrush’s standout features for local search volume analysis is its ability to provide data on “near me” searches and other location-based queries. This is particularly useful for businesses targeting customers in specific geographic areas. The tool also offers insights into local pack rankings, which are crucial for businesses aiming to appear in the coveted top three Google Map results for local searches.
To leverage SEMrush for local search volume insights:
- Start by entering your target location and primary keywords into the SEMrush Keyword Overview tool.
- Analyze the local search volume data, paying attention to both the volume and the keyword difficulty scores.
- Use the Position Tracking tool to monitor your rankings for local keywords over time.
- Explore the Keyword Magic Tool to discover new local keyword opportunities based on your seed keywords.
- Utilize the Local Listings Management feature to ensure your business information is consistent across various online directories, which can impact your local search performance.
SEMrush also provides competitive intelligence for local markets, allowing you to see which keywords your local competitors are ranking for and how your search visibility compares. This information can be invaluable for identifying gaps in your local SEO strategy and uncovering new opportunities for growth.
Creating custom local search volume reports using excel or google sheets
Once you’ve gathered local search volume data from tools like Google Keyword Planner and SEMrush, creating custom reports in Excel or Google Sheets can help you visualize trends and extract actionable insights. These spreadsheet tools offer powerful features for data analysis and presentation that can transform raw search volume data into strategic decision-making tools.
Structuring data tables for effective local search analysis
The first step in creating a custom local search volume report is to structure your data tables effectively. This involves organizing your exported data in a way that facilitates easy analysis and manipulation. Consider the following structure:
- Create separate columns for each key metric (e.g., keyword, search volume, competition, CPC)
- Include a column for the location associated with each keyword
- Add columns for any additional metrics you want to track (e.g., current ranking, target ranking)
- Use consistent formatting across all columns to ensure data integrity
By structuring your data tables thoughtfully, you’ll set the foundation for more advanced analysis techniques and make it easier to update your reports with new data in the future.
Implementing pivot tables for Location-Based volume comparisons
Pivot tables are powerful tools for summarizing and comparing large amounts of data. In the context of local search volume analysis, pivot tables can help you quickly identify trends across different locations or keyword groups. To create a pivot table for location-based volume comparisons:
- Select your entire data range in Excel or Google Sheets.
- Insert a pivot table (usually found under the “Insert” menu).
- Drag the “Location” field to the Rows area of the pivot table.
- Drag the “Keyword” field to the Columns area.
- Drag the “Search Volume” field to the Values area, and set it to sum or average as appropriate.
This will create a table that shows search volumes for each keyword across different locations, allowing you to easily spot where certain terms are more popular or where there might be untapped opportunities.
Visualising local search trends with charts and heatmaps
Visual representations of data can often reveal insights that might be missed when looking at raw numbers. Charts and heatmaps are particularly effective for visualizing local search trends. To create these visualizations:
For line or bar charts:
- Select your pivot table or relevant data range.
- Insert a chart (line charts work well for showing trends over time, while bar charts are good for comparing volumes across locations).
- Customize the chart colors and labels to make the data easy to interpret.
For heatmaps:
- Use conditional formatting on your pivot table or data range.
- Select a color scale that intuitively represents high and low values (e.g., red for high volume, green for low).
- Apply the formatting to your search volume data to create a visual heatmap of keyword popularity across locations.
These visualizations can quickly highlight which keywords are performing well in specific locations and where there might be opportunities for expansion or optimization.
Applying conditional formatting to highlight key local search insights
Conditional formatting is a powerful feature in spreadsheet software that can automatically highlight important data points based on predefined rules. For local search volume reports, conditional formatting can be used to:
- Highlight keywords with search volumes above a certain threshold
- Color-code keywords based on their competition level
- Identify keywords where your current ranking is below your target
- Flag locations where search volumes for key terms are significantly higher or lower than average
To apply conditional formatting:
- Select the range of cells you want to format.
- Go to the “Conditional Formatting” option (usually found under the “Format” or “Home” menu).
- Choose a rule type (e.g., “Greater than” for high search volumes).
- Set the conditions and formatting style you want to apply.
By using conditional formatting, you can create reports that automatically draw attention to the most important local search insights, making it easier to identify actionable opportunities quickly.
Analysing seasonal and temporal patterns in local search data
Understanding seasonal and temporal patterns in local search data is crucial for businesses looking to optimize their SEO strategies throughout the year. These patterns can reveal valuable insights about when and how potential customers are searching for products or services in specific locations.
To analyze seasonal patterns, start by examining your local search volume data over an extended period, ideally at least 12-24 months. Look for recurring spikes or dips in search volume that correspond to specific times of the year. For example, a beach resort might see increased search volume during summer months, while a ski lodge would experience peaks in winter.
Temporal patterns, on the other hand, focus on shorter-term fluctuations, such as day-of-week or time-of-day variations in search behavior. These insights can be particularly valuable for local businesses with physical locations, as they can inform decisions about operating hours or when to schedule promotional activities.
To effectively analyze these patterns:
- Use time series analysis in your spreadsheet software to identify trends and cycles in your data
- Create line charts that plot search volume against time to visualize seasonal peaks and troughs
- Segment your data by different time periods (e.g., months, weeks, days) to uncover patterns at various levels of granularity
- Compare patterns across different locations to identify regional variations in seasonal trends
Remember that not all fluctuations in search volume are due to seasonal or temporal factors. Always consider other potential influences, such as major events, changes in consumer behavior, or shifts in the competitive landscape.
Actionable insights: translating local search volume reports into SEO strategies
The ultimate goal of creating and analyzing local search volume reports is to derive actionable insights that can inform and improve your SEO strategies. Here’s how you can translate your data analysis into concrete actions:
Keyword Prioritization : Use your search volume data to prioritize which keywords to target in your content and on-page optimization efforts. Focus on terms that have a good balance of search volume, relevance to your business, and achievable competition levels.
Content Calendar Planning : Leverage insights from seasonal trends to plan your content calendar. Create and promote content that aligns with peak search periods for relevant topics in your local area.
Local Landing Page Optimization : Develop or optimize landing pages for specific locations based on the most popular local search terms. Ensure these pages address the unique needs and interests of users in each location.
Local Link Building : Identify opportunities for local link building by focusing on keywords and topics that are popular in specific areas. Reach out to local businesses, organizations, or events related to these high-volume search terms for potential partnerships or collaborations.
Ad Campaign Timing : If you’re running paid search campaigns, use temporal pattern insights to adjust your ad scheduling. Increase bids during times when relevant searches are most
frequent to maximize visibility during peak search times.
Google My Business Optimization: Use insights from local search volume reports to optimize your Google My Business listing. Ensure that your business categories, services, and descriptions align with the most popular local search terms.
Competitor Analysis: Identify gaps in your local SEO strategy by comparing your keyword coverage with that of your competitors. Look for high-volume local keywords where competitors are ranking well, but you’re not, and develop strategies to compete in these areas.
Mobile Optimization: Given that a significant portion of local searches are performed on mobile devices, ensure your website is fully optimized for mobile users. Pay particular attention to keywords that show high mobile search volumes.
Voice Search Optimization: As voice search becomes more prevalent, especially for local queries, optimize your content for natural language phrases and questions that are commonly used in voice searches.
Remember that local search trends can change rapidly. Regularly update your local search volume reports and be prepared to adjust your SEO strategies accordingly to stay ahead of the curve.
By translating your local search volume data into these actionable strategies, you can create a more targeted and effective local SEO approach. This data-driven strategy will help you attract more local customers, improve your search engine rankings, and ultimately drive more foot traffic and conversions for your business.
Implementing these insights requires a coordinated effort across various aspects of your digital marketing strategy. It’s not just about optimizing your website; it’s about creating a cohesive online presence that resonates with local searchers at every touchpoint. This may involve collaborating with different teams or departments within your organization to ensure that your local SEO efforts are aligned with broader marketing initiatives and business goals.
Moreover, it’s crucial to track the results of your implemented strategies over time. Set up monitoring systems to measure changes in local search rankings, website traffic from local searches, and ultimately, conversions or foot traffic to your physical locations. This ongoing measurement and analysis will allow you to refine your approach continually, ensuring that your local SEO efforts remain effective in an ever-changing digital landscape.
In conclusion, creating and reading local search volume reports is a powerful way to gain insights into your target audience’s search behavior and preferences. By leveraging tools like Google Keyword Planner and SEMrush, structuring your data effectively, and applying advanced analysis techniques, you can uncover valuable opportunities to improve your local SEO performance. The key is to translate these insights into actionable strategies that align with your business objectives and resonate with your local audience. With a data-driven approach and consistent effort, you can significantly enhance your visibility in local search results and drive meaningful growth for your business.