Small Business SEO: Local Keywords [Case Study + Tips]

By
5 Minutes Read

Imagine walking into your local hair salon and finding it bustling with new clients who discovered it through a simple Google search. This is the power of local SEO and a solid local keyword strategy. In part 2 of my series on Local SEO Heroes, we’re talking about how The Junction Salon & Bar has captured the coveted number one search result spot for "hair salon Raleigh NC," as well as how integrating local keywords into your website's content can dramatically elevate your visibility and connect you with the community you serve.

The Junction Salon Search Result

Jump To:

What are local keywords, and why are they important?

Let’s not overcomplicate things– local keywords are just words and phrases that highlight your location, such as your city or state, local landmarks, or even events specific to your area. Including these keywords on your website and blog serves as a direct signal to Google, indicating that your business is a relevant result for searches in your region. These indicators are known as on-page signals. According to the 2023 Local Search Ranking Factors report by WhiteSpark, on-page signals are the foremost factor in how your business ranks in local organic search results and the second most critical factor for your business appearing in the local pack—a set of top three business profiles highlighted at the top of Google's search results for local queries. For more on the Local Pack and its significance, check out the section What is the Local Pack, and why does it matter? from the first article in our Local SEO series. By embedding local keywords in your content, you boost your SEO and enhance your business’s visibility and accessibility to the local community.

Case Study: The Junction Salon & Bar

The Junction Salon & Bar, a hair salon based in Raleigh, NC, is the number one search result in the Local Pack for “hair salon Raleigh, NC.” This achievement is no small feat in the competitive market of North Carolina’s capital. What strategies have propelled them to the top, and what valuable lessons can other businesses learn from their success?

Local Keywords in your Page Title

Page Title as tab name and as search result title

Why It Matters

Your page title is used for your tab name as well as the heading of your search result on Google. The title of your home page (or the page your Google Business Profile is linked to for your website, otherwise known as a Landing Page) should include local keywords such as your city and state. This is the fifth most important factor for appearing in local search results and the 11th most important factor for appearing in the Local Pack for local searches, according to the WhiteSpark report.

Why It's Working

The Junction Salon & Bar’s title “Luxury Hair Salon in Raleigh - The Junction Salon and Bar” contains both their primary or target keyword “Luxury Hair Salon” and a local keyword “Raleigh”. This precise use of a local keyword helps the salon show up at the top of the search results when potential customers are specifically looking for hair salons in Raleigh. 

Tips

  • Identify your local keyword: Most commonly, this will be your city or city and state combo i.e. “Raleigh” or “Raleigh NC”
  • Optimize your page title: Combine your local keywords with your target keywords to create an optimized page title. Keep it natural like Junction Salon: “Luxury Hair Salon in Raleigh”, and think about what potential customers might type into a search engine when looking for your products or services.
  • Consistency is key: Ensure that the local keywords used in your title are consistent with those used in other parts of your Google Business Profile and website. This consistency helps reinforce your business's relevance to local searches.

Local Keywords in Your Headings

Why It Matters

Headings on your GBP landing page, especially the H1 and subsequent H2s, serve as a strong signal to search engines about the main topics and relevance of your content. The keywords in your h1 and h2 headings on your landing page are Including local keywords in these headings can dramatically improve your SEO by structuring your content in a way that is not only user-friendly but also search engine-friendly. According to WhiteSpark report, local keywords in landing page headings rank as the 14th most significant factor for local organic search results and the 15th for Local Pack results, emphasizing their critical role in SEO performance.

Why It’s Working

At The Junction Salon & Bar home page, the h2 (secondary) heading “The friendly, neighborhood hair salon in downtown Raleigh” uses the “Raleigh” local keyword. This strategy enhances their search engine visibility for local queries, directly targeting potential customers searching for hair care services within Raleigh. 

Tips

  • Audit your current headings: Review the headings on your landing page. Are they clear? Do they currently include your local keywords? If not, this is a prime area for improvement.
  • Incorporate local keywords: Strategically place local keywords in your H1 and H2 tags. The H1 should contain the most important local keyword, ideally the same or similar to the one in your title tag, to reinforce topical relevance.
  • Keep the language natural and conversational: While it’s important to include keywords, make sure your headings are natural and readable. Over-stuffing keywords can detract from the user experience and potentially harm your SEO efforts.

Local Keywords in General Website Content

Keywords in Content (1)

Why It Matters

Integrating local keywords relevant to your city or neighborhood throughout your website’s content (think body content, blog, page URLs, link anchor text) helps search engines recognize your business as a local authority. This practice increases the likelihood that your site will appear in search results when potential customers are looking for local services or products in your area. According to the Whitespark report, this factor ranks fourth in importance for local organic search results and seventeenth for the Local Pack, underscoring its significant impact on both fronts.

Why It’s Working

The Junction Salon & Bar effectively incorporates Raleigh-specific keywords throughout its domain content, including mentions of a local landmark, city name, local phone number, and address. This boosts their visibility in search engines when users search for "hair salons near downtown Raleigh" or "best hair care in Raleigh" and enhances their credibility and relevance to the local consumer base. 

Tips

  • Research local keywords: Think beyond your city and state. Research what local keywords your competitors are using, and consider incorporating the names of local landmarks, popular local events, and other locality-specific terms. 
  • Add local keywords to your site content where it makes sense: Relevance is key here. Add your business address and phone number to your website’s header and footer. Include local keywords in your homepage, about page, service pages, and blog posts.
  • Think local with your content strategy: Create content that discusses local issues, events, or activities that relate to your business. For instance, a salon could post about collaborations with another local business like a nearby spa or bridal shop, feature client spotlights of hair transformations, or share experiences and photos from participation in community events like fundraisers or festivals.

Summary

Getting good at local SEO goes beyond mere online visibility—it's about strategically positioning your business in front of the right local audience. With the stellar example of The Junction Salon & Bar, we've seen how effectively using local keywords in your website titles, headings, and general content, are vital for boosting search rankings in both the Local Pack and local organic search results.

By integrating local keywords and location-specific terms across your website, your business can establish itself as a local authority, enhancing visibility and attracting targeted local traffic. Consistency and relevance are key: ensure that your SEO practices reflect a genuine connection with your local area. Implementing these strategies can help your business stand out in the competitive local market, increase community engagement and drive success.

By the Numbers

Recommended For You