How to Do Keyword Research to Help Your Local New York Business Website

by | Jan 11, 2025 | New York

How to Do Keyword Research to Help Your Local New York Business Website
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Unlocking Local SEO Success: The Power of Keyword Research

Keyword research is crucial to any SEO strategy, especially for local businesses operating in a competitive city like New York. Unlike broad SEO efforts that target a global audience, local SEO focuses on specific geographic areas to connect businesses with customers in their vicinity.

Why does this matter? More than 50% of all Google searches are for local businesses, and 76% of people who search for something nearby on their phones visit a business within 24 hours. This means that ranking for the right search terms can directly lead to higher foot traffic, phone calls, and conversions.

But keyword research isn’t just about finding high-traffic keywords. It’s about understanding customer search intent, evaluating competition, and optimizing your site. This article will walk you through the best ways to conduct local keyword research and help your New York business grow.

Understanding Local SEO and Its Impact

What is Local SEO?

Local SEO is the practice of optimizing your website to rank for searches that include a specific location. Unlike general SEO, which focuses on broad industry keywords, local SEO incorporates geo-targeted keywords, Google Business Profile optimization, and location-based content.

For example, a dentist in Manhattan doesn’t need to rank for “best dentist in the U.S.” Instead, they need to appear in searches like:

  • “Top-rated dentist in Manhattan”
  • “Emergency dental care near me”
  • “Best teeth whitening service in NYC”

How Local SEO Benefits Your Business

  1. Higher Visibility in Local Search Results
    • Appearing in the Google 3-Pack (the top 3 map listings) increases exposure.
  2. Increased Website and Foot Traffic
    • A well-optimized Google Business Profile brings more local customers to your site or store.
  3. Better Targeting for Search Intent
    • Local customers searching with high-intent keywords like “buy,” “near me,” or “best” are more likely to convert.
  4. Competitive Advantage Over National Brands
    • Large businesses may dominate broad keywords, but local businesses can win with niche-specific keywords.

Importance of Keyword Research for Local SEO

Keyword research is a fundamental part of any successful local SEO strategy. It helps businesses understand what potential customers are searching for and how to tailor their content to appear in relevant search engines. Without the right keywords, even the best website might struggle to reach its target audience.

For a local business in New York, using location-specific keywords ensures that people in the area can find your services easily. By incorporating city names, neighborhoods, and even street names, you can attract customers searching for businesses in specific locations. For example, instead of just “best coffee shop,” a better approach would be “best coffee shop in Brooklyn” or “top-rated café near Central Park.”

Different platforms like Google, Yelp, and Bing use keyword relevance to rank local businesses in search results. Optimizing your business profile and website with the right keyword variations improves visibility across multiple channels.

The goal of keyword research is not just to increase traffic but to attract customers who are ready to engage with your business. Using terms that reflect search intent—such as “affordable plumbers in Queens” or “24/7 emergency locksmith in NYC”—helps you connect with users actively looking for services like yours.

Focusing on well-researched keywords makes it easier for search engines to understand your business and match it with potential customers. The result? More leads, better engagement, and increased conversions. Simply put, keyword research is the foundation that makes local SEO work effectively.

 

Other Resources for New York Businesses

For more tips on boosting your New York business online, check out these blog posts:

 

Why Keyword Research Matters for Local Businesses in NYC

New York is a highly competitive market, with businesses from every industry fighting for visibility. Without proper keyword research, your business might get buried under competitors in search engine results. At Brooks Internet Marketing, we specialize in thorough keyword research to help your business stand out in the crowded New York market.

Understanding Search Intent in Local SEO

Search intent refers to the reason behind a user’s search query. Understanding this helps you choose the right keywords.

  • Informational Searches:
    • “How to choose the best sushi restaurant in NYC”
    • “What are the best fitness classes in Brooklyn?”
  • Navigational Searches:
    • “Joe’s Coffee Shop Brooklyn hours”
    • “Apple Store Times Square address”
  • Transactional Searches:
    • “Buy fresh bagels in Queens”
    • “Affordable wedding photographer in NYC”

Businesses should prioritize transactional and navigational keywords because they indicate that a customer is ready to take action.

Defining Your Business Niche and Target Audience

Your business niche and industry determine which target keywords will be the most effective.

For example:

  • A law firm should focus on keywords like “best personal injury lawyer in NYC” or “affordable legal services Manhattan.”
  • A pet grooming salon should use “dog grooming services in Brooklyn” or “best cat groomers in Queens.”

How to Find Niche-Specific Keywords

  1. Analyze Competitor Websites
    • Look at the top-ranking local businesses in your field and identify their keyword strategies.
  2. Use a Keyword Research Tool
    • Tools like Google Keyword Planner, Ahrefs, and SEMrush provide keyword suggestions based on search intent and search volumes.
  3. Leverage Customer Questions & Reviews
    • Common customer concerns often become search queries, so include them in your keyword list.

Different Types of Keywords for Local SEO

When conducting keyword research for your local New York business, it’s crucial to understand the different types of keywords and how they affect your SEO efforts. Choosing the right keywords ensures your website appears in search engine results when potential customers are looking for your products or services.

Short-Tail vs. Long-Tail Keywords

  1. Short-Tail Keywords (Broad & Competitive)
    • These keywords are one to two words long and have high search volumes but are highly competitive.
    • Example: “Coffee shop NYC” or “Plumber Manhattan.”
    • While they attract a large audience, they are hard to rank for in a competitive city like New York.
  2. Long-Tail Keywords (Specific & Less Competitive)
    • These are longer and more detailed keyword phrases (3+ words).
    • Example: “Best organic coffee shop in Brooklyn” or “24-hour emergency plumber in Queens.”
    • These keywords reflect specific search intent and convert better because they accurately match user needs.

Transactional, Informational, and Navigational Keywords

  1. Transactional Keywords (Buying Intent)
    • These keywords indicate the user is ready to purchase or book a service.
    • Example: “Buy vegan cupcakes in NYC” or “Book luxury hotel in Times Square.”
  2. Informational Keywords (Research Phase)
    • These keywords target people who are looking for information rather than making a purchase.
    • Example: “How to find the best hair salon in Manhattan” or “Is Brooklyn a good place to live?”
  3. Navigational Keywords (Brand Searches)
    • These are used when customers are searching for a specific business name.
    • Example: “Joe’s Pizza NYC location” or “Apple Store Fifth Avenue hours.”

Geo-Targeted Keywords for Local SEO

Adding location-specific terms to your keywords helps your business rank in local search results. Examples include:

  • “Best tattoo shop in Queens”
  • “Affordable car repair in the Bronx”
  • “Top-rated dentists in Brooklyn Heights”
  • SEO Company in New York City

Using geo-modified keywords ensures that people searching for businesses in New York can find your site easily.

The Best Keyword Research Tools for Local SEO

To build a strong SEO strategy, you must use a keyword research tool that helps identify the best keywords for your industry. Here are some of the most effective options:

Free Keyword Research Tools

  1. Google Keyword Planner
    • Ideal for finding search volumes and competition levels for keywords.
    • Helps identify new keyword opportunities based on business needs.
  2. Google Trends
    • Shows keyword popularity over time.
    • Useful for identifying seasonal trends and industry shifts.
  3. Ubersuggest
    • Provides search volume, keyword difficulty, and cost-per-click (CPC) data.
    • Offers keyword suggestions based on search intent.

  1. SEMrush
    • Best for competitor analysis and finding keyword gaps.
    • Helps discover niche-specific keywords for your business industry.
  2. Ahrefs
    • Provides in-depth keyword difficulty scores and backlink data.
    • Great for monitoring changes in SEO rankings over time.
  3. Moz Keyword Explorer
    • Shows keyword difficulty, organic CTR, and search intent analysis.
    • Helps find long-tail keyword opportunities.

Using a combination of free and paid tools ensures you get the best keyword insights for your local New York business.

How to Build a High-Impact Keyword List

Once you’ve identified relevant keywords, the next step is to organize and refine your keyword list to match your SEO goals.

Step-by-Step Process for Building Your Keyword List

  1. Brainstorm Core Keywords
    • List out primary keywords related to your industry and services.
    • An example for a real estate agent in NYC would be “NYC apartment listings,” “Manhattan condo prices,” etc.
  2. Expand with Keyword Research Tools
    • Use tools like Google Keyword Planner to find related search terms.
    • Example: If your core keyword is “best sushi NYC,” related terms might be “affordable sushi in Midtown” or “authentic Japanese food in Brooklyn.”
  3. Analyze Search Volume & Competition
    • Prioritize keywords with a balance of search volume and ranking difficulty.
    • Avoid overly competitive keywords if your site is new.
  4. Group Keywords by Search Intent
    • Create separate categories for transactional, informational, and navigational keywords.
  5. Track and Update Your Keyword List Regularly
    • SEO rankings fluctuate due to algorithm changes and industry trends.
    • Review your keyword list every few months to stay ahead.

By continuously optimizing your keyword strategy, you increase the chances of ranking higher in local search results.

Implementing Keyword Optimization on Your Website

Now that you have a high-quality keyword list optimizing your site for maximum visibility is time.

Where to Use Keywords on Your Website

  1. Title Tags & Meta Descriptions
    • Keep title tags under 60 characters and include your primary keyword.
    • Example: “Best Hair Salon in Brooklyn | Affordable Haircuts & Styling”.
    • Write compelling meta descriptions that entice clicks.
  2. Headers (H1, H2, H3)
    • Use H1 for the main topic and H2 and H3 for subtopics.
      Example:
    • H1: Best Hair Salon in Brooklyn
    • H2: Why Our Salon is the Top Choice in NYC
    • H3: Affordable Haircut Services in Brooklyn
  3. Website Content & Blog Articles
    • Write blog posts that include your target keywords naturally.
    • Example: If your target keyword is “best pizza place in NYC,” write an article like “Top 10 Best Pizza Places in NYC in 2025.”
  4. URL Optimization
    • Use clean and readable URLs.
    • Example: www.yoursite.com/best-sushi-in-manhattan instead of www.yoursite.com/p12345.
  5. Alt Text for Images
    • Use descriptive alt text with keywords to improve image SEO.
    • Example: “Authentic NYC-style pepperoni pizza from Joe’s Pizzeria in Brooklyn.”
  6. Internal & External Links
    • Link to relevant internal pages for better site structure.
    • Example: If you write about the best fitness gyms in NYC, link to your gym services page.

You enhance your website’s relevance and authority in local search results by implementing keyword optimization strategies.

Creating High-Quality, Location-Based Content

Content creation plays a crucial role in local SEO success. By producing location-based content, businesses can attract local customers and improve search engine rankings.

Writing Localized Blog Posts and Articles

Blogging is an effective way to target local search terms and answer customer queries. Here’s how to do it:

  1. Create Local Guides
    • Example: “Top 10 Family-Friendly Restaurants in Manhattan”
    • These guides help customers find relevant businesses and improve SEO rankings.
  2. Write Customer Success Stories
    • Share real-life testimonials and case studies from New York customers.
    • Example: “How Our Brooklyn Gym Helped Sarah Lose 30 Pounds in 3 Months”
  3. Highlight Local Partnerships and Collaborations
    • If you collaborate with other local businesses, write about it!
    • Example: “Our Queens Bakery Now Uses Locally Sourced Organic Flour from NYC Farms”

Using Videos and Multimedia Content for SEO

Video content is one of the most engaging ways to enhance SEO efforts. Here’s why:

  • Google prioritizes video content in search engine results.
  • Customers engage more with videos than text.

Ideas for video content:

  • Business Tours: Show your store, office, or workspace.
  • How-to videos: Teach something valuable (e.g., “How to Style Your Hair at Home—NYC Salon Tips”).
  • Customer Testimonials: Real experiences improve trust.

Leveraging News and Trending Topics for Increased Engagement

Staying updated with local news and trends can boost engagement.

  • Example: If NYC introduces new restaurant regulations, a blog like “What NYC’s New Health Rules Mean for Small Restaurants” can attract traffic.
  • Use Google Trends to monitor New York-related trending topics.
The Power of Keyword Research for Local New York Business website

Keyword research is key for any SEO strategy, especially for a local business website in a competitive city like New York.

 

Leveraging Google Business Profile for Local Search Visibility

Your Google Business Profile (GBP) is one of the most powerful local SEO tools. Optimizing it properly can significantly improve your presence in local search results.

How to Optimize Your Google Business Profile with SEO Keywords

  1. Use Relevant Keywords in Business Description
    • Example: “Joe’s Pizza is the best authentic pizzeria in Brooklyn, serving handmade, wood-fired pizzas loved by locals.”
    • This naturally incorporates keywords like “best pizzeria in Brooklyn.”
  2. Include Localized Services & Categories
    • Example: A plumbing business should list services like:
      “Emergency Plumbing Services in NYC”
      “Bathroom Remodeling in Queens”
  3. Add Geo-Tagged Photos & Videos
    • Upload high-quality images and videos of your business with relevant captions.

The Role of Reviews, Q&A, and Posts in Ranking Improvement

  • Encourage customers to leave reviews with location-specific keywords.
    • Example: “The best Italian restaurant in Manhattan! Amazing service and authentic pasta.”
  • Answer customer questions (Q&A section) with keyword-rich responses.
  • Use Google Posts to announce events, offers, and updates.

How Google Business Profile Impacts SERP Rankings

A well-optimized GBP profile:

✅ Increases local search visibility

✅ Improves click-through rates (CTR)

✅ Helps rank in the Google 3-Pack (the top 3 business listings in Google Maps)

Tracking and Measuring the Performance of Target Keywords

Tracking your SEO efforts ensures your keyword strategy is working.

The Role of Google Analytics and Search Console in Keyword Tracking

  • Google Analytics:
    • Tracks organic traffic and user behavior.
  • Google Search Console:
    • Shows which keywords bring the most visitors.

How to Monitor Search Engine Results for Keyword Fluctuations

Use tools like:

✅ Ahrefs & SEMrush – Track keyword rankings over time.

✅ Moz Pro – Find ranking trends and search volume changes.

Making Adjustments to Your SEO Strategies Based on Data Insights

  • If certain keywords drop in rankings, analyze why and adjust content accordingly.
  • If a blog post starts gaining traction, update it with fresh information.

Conclusion

Effective keyword research is the foundation of a successful search engine optimization (SEO) strategy for any local New York business. With the right keywords, your business can gain more attention from potential users, improve search engine rankings, and drive growth in a highly competitive market.

Following the steps outlined in this guide, you can ensure that your SEO efforts are focused, data-driven, and aligned with your business goals. Whether optimizing your Google Business Profile or creating location-based content, the key is to target search terms that reflect customer intent.

Take Your Local SEO to the Next Level with Brooks Internet Marketing!

Keyword research is the foundation of a successful local SEO strategy, but implementing it effectively requires expertise, time, and continuous optimization. Whether you’re a small business in New York looking to attract more local customers or a growing brand aiming to dominate your industry, having the right SEO strategies in place is crucial for success.

At Brooks Internet Marketing, we specialize in helping businesses like yours improve their search engine rankings, drive targeted traffic, and increase conversions. Our team of New York SEO experts understands the unique challenges of local businesses, and we use data-driven keyword research and cutting-edge SEO techniques to help you stay ahead of the competition.