6.7Beginner9 min

Local Keywords: Finding Location-Based Search Terms

Lucas Blochberger·7 April 2026·Updated 9 June 2026

Definition

Local keywords are search terms with location intent, explicitly (e.g., dentist Vienna) or implicitly (e.g., emergency plumber, where Google infers local intent). Identifying them requires understanding how local users actually search.

Key Takeaways

✓Local keywords often contain city name, district, or the addition "near me"; the standard format is the combination of service and city, such as tax consultant Graz.
✓Google frequently recognizes local intent even without explicit location information and adds the user's location itself; implicit keywords like dentist or restaurant therefore often have higher search volume.
✓District and neighborhood keywords (such as hairdresser Neubau or dentist 1070 Vienna) are typically less competitive than city-level searches and offer a realistic visibility opportunity.
✓Local search terms are close to conversion: according to international analysis, 76 percent of near-me searchers visit a business within one day.
✓Long-tail and zero-volume keywords are valuable in the local context because tools underestimate local niches and according to Google 15 percent of daily search queries are new; they should be grouped thematically rather than filtered out.
✓Usage follows search intent: explicit terms on location landing pages and on-page, implicit and near-me terms primarily through Google Business Profile, correct categories, and NAP consistency.
✓Success is measured through local rankings, the Local Pack, Google Business Profile Insights, and Google Search Console filtered by location, which additionally makes zero-volume terms with impressions visible.

46 percent of all Google searches have local intention. The right selection of local keywords is the foundation for any local SEO strategy. [1] Types of local keywords [2] Explicit local keywords contain a location name: SEO Agency Vienna, Dentist Salzburg, Restaurant Zurich Old Town. These are clearly location-based. [3] Implicit local keywords contain no location but are interpreted as local by Google: Dentist, Hairdresser, Order Pizza. Google recognizes the local intention from context and the searcher's location. [4] Hyperlocal keywords refer to districts or neighborhoods: Tax Advisor 1010 Vienna, Craftsman Berlin-Kreuzberg, Physiotherapy Zurich Wiedikon. These typically have lower search volume but also less competition. [5] Keyword research for local SEO [6] The Google Keyword Planner with location filter (e.g., Vienna only or DACH region only) shows local search volumes. Google Suggest provides variations: Type the service term + city and note the suggestions. Google Trends with regional filter shows seasonal fluctuations and regional differences. [7] Integration into content strategy [8] Local keywords belong in title tags, H1 headings, meta descriptions, GBP description, and the content of homepage and service pages. For businesses with multiple locations, dedicated location pages with individual local keywords are recommended.

Typen lokaler Keywords

Explizite lokale Keywords enthalten einen Ortsnamen: SEO Agentur Wien, Zahnarzt Salzburg, Restaurant Zürich Altstadt. Diese sind eindeutig standortbezogen.

Implizite lokale Keywords enthalten keinen Ort, werden aber von Google als lokal interpretiert: Zahnarzt, Friseur, Pizza bestellen. Google erkennt die lokale Intention aus dem Kontext und dem Standort des Suchenden.

Hyperlokal Keywords beziehen sich auf Stadtteile oder Bezirke: Steuerberater 1010 Wien, Handwerker Berlin-Kreuzberg, Physiotherapie Zurich Wiedikon. Diese haben typischerweise niedrigeres Suchvolumen, aber auch weniger Wettbewerb.

Keyword-Recherche für lokales SEO

Der Google Keyword Planner mit Standortfilter (z.B. nur Wien oder nur DACH-Raum) zeigt lokale Suchvolumina. Google Suggest liefert Varianten: Tippen Sie den Dienstleistungsbegriff + Stadt ein und notieren Sie die Vorschläge. Google Trends mit regionalem Filter zeigt saisonale Schwankungen und regionale Unterschiede.

Integration in die Content-Strategie

Lokale Keywords gehören in Title Tags, H1-Überschriften, Meta Descriptions, GBP-Beschreibung und den Content der Startseite und Serviceseiten. Für Unternehmen mit mehreren Standorten sind dedizierte Standortseiten mit individuellen lokalen Keywords empfehlenswert.

Data & Statistics

46 Prozent aller Google-Suchanfragen haben eine lokale Intention (von einem Google-Vertreter auf der Konferenz 'Secrets of Local Search' am Google-Hauptsitz genannt, second-hand berichtet)

Search Engine Roundtable (Barry Schwartz), zitiert Tweet von Nick Wilsdon zu einer Google-Konferenzaussage (2018)

4 von 5 Konsumenten (rund 80 Prozent) nutzen Suchmaschinen, um Informationen über lokale Unternehmen zu finden (international)

Google, zitiert von Backlinko (Local SEO Stats) (2024)

76 Prozent der Konsumenten, die nach 'near me' suchen, besuchen innerhalb eines Tages ein Unternehmen (international)

Google, zitiert von Backlinko (Local SEO Stats) (2024)

Ein vollständiges Google Business Profile wird mit 50 Prozent höherer Wahrscheinlichkeit von Kunden für einen Kauf in Betracht gezogen (international)

Google, zitiert von Backlinko (Local SEO Stats) (2025)

15 Prozent der täglichen Google-Suchanfragen sind neu und wurden nie zuvor gesucht (Google-Angabe, international)

Search Engine Land (zitiert Googles offiziellen Blog / Project-Owl-Ankündigung) (2017)

Suchmaschinen-Marktanteil Österreich: Google 81,87 Prozent, Bing 9,01 Prozent, DuckDuckGo 2,75 Prozent, Yahoo! 2,57 Prozent, YANDEX 2,43 Prozent, Ecosia 1,08 Prozent

StatCounter Global Stats - Search Engine Market Share Austria (2026)

8,69 Millionen Internetnutzer in Österreich Anfang 2025 (95,3 Prozent Online-Penetration) und 13,4 Millionen mobile Verbindungen (147 Prozent der Bevölkerung)

DataReportal - Digital 2025: Austria (2025)

97 Prozent der Konsumenten lesen Bewertungen für lokale Unternehmen; 41 Prozent lesen 2026 'immer' Bewertungen bei der Unternehmenssuche (Anstieg von 29 Prozent im Vorjahr) (international)

BrightLocal - Local Consumer Review Survey 2026 (2026)

FAQ

What are local keywords?

Local keywords are search terms with explicit or implicit location reference that users employ to find products, services, or information in their geographic vicinity. They range from explicit combinations of service and location like tax consultant Graz to implicit queries without location information like restaurant to near me and in the area. They are the foundation of local search engine optimization.

What is the difference between local and generic keywords?

Generic keywords are informational or transactional without location reference. Local keywords additionally carry a geographic component because the user is seeking a location-based answer. Google often recognizes this local intent even without explicit location information and then displays maps and a Local Pack. According to a Google conference statement, approximately 46 percent of all search queries have local intent.

How do I find local keywords for Austria?

First collect seed keywords from your services and combine them with Austrian geo-modifiers: federal states, cities like Vienna, Graz, Linz, or Salzburg, as well as districts and neighborhoods, such as Viennese districts like 1070 or Neubau. Consider AT-specific spelling and dialect variants like Jänner, Trafik, or Greißler. Expand the list using Google Suggest, Keyword Planner, Ahrefs or Semrush, and Google Search Console filtered by country.

Which tools are suitable for local keyword research?

Useful tools include Google Keyword Planner for search volume ranges, Google Suggest and Autocomplete for real completions, the "People also searched for" block and related searches, Google Trends for regional demand by federal state, Ahrefs and Semrush for keyword metrics and competitive analysis, as well as Answer the Public for question formats. No single tool provides the complete picture, so sources should be combined.

Why are local keywords without search volume still valuable?

Keyword tools systematically underestimate local niches and often report zero volume for very specific terms, even though precisely the paying target audience searches this way. Additionally, according to Google, 15 percent of daily search queries are new and don't appear in any historical database. Local long-tail also has high purchase intent. Such zero-volume keywords should therefore be grouped thematically on appropriate landing pages rather than filtered out.

Where do I use local keywords correctly?

Explicit geo-terms belong on dedicated location landing pages and in on-page elements like title, H1, meta description, introduction, and subheadings. Implicit and near-me terms are primarily served through a strong Google Business Profile with a precise primary category, a keyword-relevant description, and consistent NAP data, because Google adds the location itself here. The business name should contain only the actual company name without keyword additions.

How do I measure the success of local keywords?

Measurement occurs across multiple levels: local rankings and Local Pack position per keyword, Google Business Profile Insights with search terms and actions like calls and direction requests, as well as Google Search Console filtered by country with impressions, clicks, and positions. Search Console additionally makes long-tail and zero-volume terms visible that already generate impressions but are not reported by any tool.

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