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Thread: Keyword vs Keyword+Location - how are you running local search queries ?

  1. #1
    sergiuliano's Avatar
    sergiuliano is offline Member
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    Question Keyword vs Keyword+Location - how are you running local search queries ?

    I am looking to find the answer for the next question:

    "How can we find the way a user is searching for a specific product?"

    For example, a user in located in Miami searching for Pizza Delivery can search

    "Pizza Delivery"
    or
    "Pizza Delivery Miami"

    In both cases Google will provide Local Results. According to Google AdWords Keyword Tool statistics in US:

    - "pizza delivery" has 18100 exact monthly searches in all US cities and I am not able to find out how many Internet users are searching from Miami only

    and

    - "pizza delivery Miami" has only 140 exact monthly searches on all cities in US

    So in this case, what will be the best keyword to target and how will you do it?

  2. #2
    Travis Van Slooten's Avatar
    Travis Van Slooten is offline Local Search Pro++
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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    There are a couple ways to get a better feel.

    1. Log into your Google AdWords account and use the Google Keyword Tool when you're logged in. You can use the traffic estimator and drill down by region.

    2. Use Google Trends. It will give you a breakdown of the most popular keywords by state and region. It won't give you search counts though. It just gives you a relative indicator of popular keywords.

    If you need specific "how to's" on to do these two things, let me know and I'll put together a quick video for you and post it here.

    For SEO purposes, however, always target the long tail because you'll capture both versions. If you target, "pizza delivery Miami" you'll also cover "pizza delivery." You also have to keep in mind that Google returns local results if the keyword has local intent, which pizza delivery clearly does so just make sure the home page is optimized for pizza delivery Miami...and it doesn't have to be optimized for that literal term. Just having "pizza delivery" and Miami on the page will suffice.

    Travis Van Slooten

    P.S. If you really want to know what is the absolute best keyword, you could run a simple PPC campaign. Run one for a week or so and target yoru specific region. You'll know exactly what keywords people are actually searching for in your region.
    TVS Internet Marketing: Helping Small Businesses Increase Their Visibility & Sales Online.

  3. Members who thanked Travis Van Slooten for this post:

    djbaxter (10-30-2012),JoyHawkins (10-30-2012),Keenan Glass (02-21-2013)

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    JoyHawkins is offline Top Contributor & Featured Author
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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    I would say in almost every example the search volume for "keyword" is WAY higher than "keyword + location". Travis is right though, if you optimize for the location one, you will show up for the "keyword" search if the person is located near you.

    If I search "pizza" from home, I get pizza listings in my town.
    Marie Ysais likes this.

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    djbaxter (10-30-2012)

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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    Quote Originally Posted by JoyHawkins View Post
    I would say in almost every example the search volume for "keyword" is WAY higher than "keyword + location". Travis is right though, if you optimize for the location one, you will show up for the "keyword" search if the person is located near you.

    If I search "pizza" from home, I get pizza listings in my town.
    Of course, that's partly because of the way Google delivers results...

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    Nyagoslav is offline Noted Expert
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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    Great topic here! And what Travis said pretty much sums it all up.

    @Travis, here are a couple of articles that might save you the time to get videos on the topic done:

    The Two Types of Local Search and How Local SEO Should Reflect Them | Local Search Marketing Blog by NGS

    Use Local Google AdWords Ad Campaigns to Build Your Local SEO Strategy

    Hope this helps!

    Nyagoslav
    Keenan Glass and Marie Ysais like this.
    Director of Local Search at Whitespark

  8. Members who thanked Nyagoslav for this post:

    djbaxter (10-31-2012),Keenan Glass (02-21-2013),Travis Van Slooten (11-02-2012)

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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    Thank you all for the answers:

    - Google Trends seems to be the solution for checking which keyword is most used by the users and it seems that "pizza delivery" is searched about 4 times more than "pizza delivery Mami"

    Google Trends

    - for testing the conversion rate I will probably run a PPC campaign. I know that long tail keywords usually converts better, but I am curious to see if in this case the longtail keyword conversion rate is 4 times bigger than for "pizza delivery" only

    - regarding the traffic estimator from Google I dont understand exactly the time period for the estimated insights. pls take a look to the next screenshot:

    Keyword vs Keyword+Location - how are you running local search queries ?-jrrv.png
    I am not sure if the 2285 impressions are daily, weekly or monthly as this is not specified in the graph.

    ---

    Regarding which keyword shall be chose I have a doubt. If Google is preferring "Keyword + Locations" as a targeted keyword for being Local SEO then it means that the rankings shall be the same for a user checking for:

    "Pizza Delivery Miami"

    or a user located in Miami searching for

    "Pizza Delivery" only

    The thing is that the search results are different as you can see in the next 2 images:

    imm.io - Miami.png ( Pizza Delivery ) location set on Miami

    http://i.imm.io/JRue.png ( Pizza Delivery Miami )

    Also, is very interesting that "Keyword + Locations" ( Pizza Delivery Miami ) usually ranks the same, regardless the Location ( US city ) you are searching from, but "Keyword" only ( Pizza Delivery ) ranks different as Google see it as a Local Keyword.

    As the URLs Ranks different ( I am referring to the organic ones ) this means that Google is making a difference between those two keywords and take into consideration different Local SEO Factors when Ranking them, which means that knowing which are those factors can help you rank better for "keyword" only in a certain location ( in the example before for "pizza delivery" om Miami, FL ) , which as we have seen from Google Trends is the keyword with the most number of searches.

    Looking forward for your feedback

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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    Thank you for posting this topic.

    A couple of things to keep in mind...

    First, Google Instant generally produces results before the user has a chance to enter the Geo modifier which is part of the reason the volume is so much higher in Trends.

    Second, the top applicable term offered by Google Auto Suggest usually generates more volume. So you should look at that list to see what Google thinks people are searching for.

    In blended local results, you would think that being #1 or A for "pizza delivery miami" would also be #1 or A for "pizza delivery" with location set to Miami if url, categories and title tags are equal, but that is not always the case.

    As Travis stated, if you target the long tail (kw + geo) you get the benefit of both.

    For on-page you certainly want a strong local presence. Other off-page optimization strategies might be more of a mix, just depends on what it is.

    For example you probably wouldn't make a blog post or write an article with the exact term "pizza delivery Miami" because the sentence wouldn't make sense, but you would put it in the title tag of the landing page.

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    Re: Keyword vs Keyword+Location - how are you running local search queries ?

    @Keenan,

    Even so, if the instant search is logging the queries before user ads the location, in case the number of searches for keyword only is equal with "keyword + location" then on Google trends Keyword only nr of searches shall be double but not 4 to 7 times bigger, thats why I consider the users usually go for the short search - keyword only - pizza delivery - in our case

    being #1 for "keyword + location" is almost always different than #1 for "keyword only" with location set, in the organic results. Still Google tries to fix this by using the maps results ( on google 1st page ) which use to be the same for keyword only or keyword + location

    You can use GeoRanker for analyzing this kind of results.

    Long tail keywords shall be targeted, but as you mentioned, not by running a generic SEO Strategy as using "keyword + location" anchor-text The way to do it is by implementing a whole set of local SEO factors as geo microformats to make search engines understand your targeted location plus Generic SEO strategy factors on keyword only.

    I have seen plenty of wrong Local SEO strategies examples, on notorious blogs and forums, when people just target longtail keywords ( including location ) with Generic SEO methods, this bring them most of the time on first position for the long tail, but never for the keyword-only which represents more or less 80% of what the users are searching. Thats why many times, small local pizzerias are ranking better than large pizzeria chains, because they have implemented few local SEO factors - on site and offsite - as google local etc
    GeoRanker - Local SEO Analysis Platform. Got any question? #AskSergiuD - by Twitter

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