Keyword Research: How best to target keywords without using a region as part of the search query.

[hireawizseo]

When doing keyword research and trying to rank for a keyword. I am wondering if we need to localize the query by adding a city to it. For example Phoenix Web Design vs. just targeting web design since Google is localizing search results now.

Then when creating content and optimizing the site do we just put the keyword in the title and page content or do we also add the region/city to the keyword phrase?

Any insight would be appreciated.

[Chris.Menke]

Hireawiz, You're better off adding your place name and keyword in the title tag and body.  It's going to help you rank better for the query whether or not the searcher includes a place name.

[RobertFisher]

For your research, you can use the new Keyword Planner in Google Adwords and leave out the region to see how many searches for that term regionally. So, for nail salon Tucson, you can set the Targeting for USA, Tucson AZ or for that DMA OR SMSA, etc. (DMA is just a branded SMSA by Nielsen). I like to look at both with and without the region identifier just to have an idea as to how people are searching. This will teach you what will work if you use enough terms with it.

Now, when it comes to optimizing, there are multiple considerations and I am going to _generalize._First, if it is a situation where you can utilize the 7 pack or whatever pack, you first need to insure you are optimized locally. Then, if you have a url that you are wanting to be in that, you will want one in the organic search not associated with maps (so you need two different urls with different content but the same city identifier). For your title tag do not do Nail Salon Tucson | Tucson Nail Salon | Salon Tucson, etc. Use the city only once there. Then, be sure you do not overdo the city any more than you do the keyword. (KW stuffing).

Also, today only I am giving away two bonus tips and a set of ginzu knives to the first ... (Just kidding, no knives). For the page you want to show in the 7 pack I suggest having the Google map API in that page with address, etc. and I urge you to make sure you have good photos with exif data showing lat/long, etc. For the photos your alt text should have a location identifier and I would suggest an H-1 with a location identifier.

Hope that helps you out,

Robert

Edit, I forgot to add, if you are not using structured data, start.

[CleverPhD]

You are looking at two different types of queries, but yes, you should focus on having the city name plus the product.  While Google does localize results based on IP and personalized preferences, it is not not completely independent of keyword optimization.

Another way to think about this is that, lets say that Google only took into consideration the IP of the user versus what the keyword the user typed into the query.  How would Google know where you are local to?  It is partially due to the keywords you have on the page related to your location.

You should be able to optimize for both your location and product by using a combination of the keyword (and variants of it) and the city

See what the most common term using KW research and then vary off of that.  So if Houston Plumbers is the main keyword you can use that and variants of it.  (Plumbers in Houston, Plumbers near Houston, Dependable Houston Based Plumbers etc).

I have seen pages that I have optimized using this methodology on large scale Yellow Page type sites for a number of products/services and had the page rank on Page 1 for both types of searches such as "Dallas Plumber" (locality plus product service) and "Plumber" (product/service only).  Obviously, your mileage may vary depending on the competition, but, the basic message is that you are going the right direction when targeting locality + product/service vs just service alone.  The error in your case would be to leave out the location information.

Good luck.