How to Analyse Competitor Keywords Locally

April 4, 2025 • 9 min read •Nicolas Fabjan

Want to improve your local online visibility? Analysing competitor keywords is an easy way to reach more customers in your region specifically. Here are the key steps:

Identify competitors: use Google Maps, industry directories or social media to find local rivals. Pay attention to direct, indirect and potential competitors.
Use keyword research tools: tools like the Google Keyword Planner or Google Trends help find relevant search terms with a local focus.
Find keyword gaps: check which keywords your competitors use - and which potential you are not yet exploiting.
Optimise local keywords: go for long-tail keywords with regional reference, such as "cleaning company Munich" or "hotel Hamburg centre".
Measure success: monitor metrics such as search volume, cost per click (CPC) and conversion rate to adjust your strategy.

Quick overview:

With these approaches, you can specifically strengthen your local marketing strategy and raise your ROI. Get started now and target local customers.

Local keyword research for beginners with free tools

Finding local competitors

The systematic identification of local competitors is a decisive step for effective keyword analysis.

Methods for competitor search

To find local competitors, it is sensible to combine different approaches:

Adjust the search radius to the region: in cities 5-10 km is often enough, while in rural areas 20-30 km is more sensible. The competitors found can then be classified by their market presence.

Types of competitors

The competitors identified can be grouped into three main categories:

Direct competitors

These companies offer the same products or services and target the same audience. They should be the focus of your analysis.

Indirect competitors

Indirect competitors offer comparable solutions but address partly different audiences. Their strategies can provide valuable insights into related markets.

Potential competitors

These are companies currently active in other regions that could potentially enter the local market. Their keyword strategies can be inspiring.

For effective analysis, it is recommended to focus on 5-7 direct competitors. Too broad a view can dilute the results and cloud your view of the most important competitors. Make sure the selected competitors have a similar market position and audience.

Finding competitor keywords

Keyword research tools

Specialised tools help you analyse the keywords of your local competitors:

These tools form a solid basis for identifying local long-tail keywords in a targeted way.

Local long-tail keywords

In addition to tools, long-tail keywords offer deeper insights for your region:

Geographic modifiers combine industry terms with location information such as districts, regions or well-known landmarks.
Dialects and regional terms note language differences: in Munich "Reinigungsfirma" is often used, while in Berlin several terms are common.
Regional service variants find special services in demand in your region. In coastal areas, terms like "saltwater protection" or "corrosion protection" could be particularly relevant.

Keyword gap analysis

Once you have collected your local keywords, check where your competitors are not exploiting potential. Proceed as follows:

Data collection gather all keywords used by your direct competitors.
Potential assessment analyse the keywords by criteria such as:
Prioritisation go for keywords with about 100 monthly searches, a CPC under €2.50 and low to medium competition.

Also consider seasonal fluctuations. Services such as garden maintenance or winter services often have strongly fluctuating search volumes - adjust your strategy accordingly.

Measuring keyword results

Important performance metrics

To evaluate the performance of your local keywords, you should pay attention to specific metrics. Here are some examples as a guide - these values can vary by industry and region:

Review these values monthly to spot trends and make adjustments. Specialist analytics tools can help you keep these metrics continuously in view.

Tools for analysis

Various tools are available for monitoring your local keywords, each providing important insights:

Google Search Console

Free tool for organic search data
Shows location-based impressions and clicks
Provides information on local keyword positioning

Google Analytics 4

Analyses regional user behaviour
Tracks conversion paths of local audiences
Enables detailed campaign analysis by linking with Google Ads

In addition, you should consider further performance indicators:

Regional bounce rate below 60%
Average time on page of at least 2 minutes on information-oriented pages
Comparison of conversion rates between different districts or regions

These data are decisive for optimising your local campaigns and achieving better results.

Using research findings

Google Ads setup

The results of competitor keyword analysis can be directly converted into effective local Google Ads campaigns. What matters is using the data purposefully to achieve the best possible results.

Important points when setting up the campaign:

A B2B client was able to lower cost per lead by 45% and raise the conversion rate by 80% with this optimised structure. Use these approaches in your content strategy too to further grow your local presence.

Local content planning

In addition to ad strategies, targeted content planning is an important part of a comprehensive local marketing strategy. The insights from keyword analysis should be translated into location-specific content.

Successful approaches for local content strategies include:

Landing pages specifically targeted at individual districts
Local references and regional case studies
Content on local events
Seasonal offers with a regional reference

A mid-sized service company was able to raise organic visibility by 180% by including such content.

Regular performance analyses are decisive for continuously improving the content strategy. That way, local marketing measures can be optimised on the go and campaign efficiency increased.

Next steps

Structured monitoring is decisive for long-term success.

Overview of the process

Run your local keyword analysis regularly according to these steps:

Such a plan helps you keep your analysis up to date.

Regular updates

Based on this cycle, plan the following tasks:

Weekly tasks:

Review keyword performance in Google Ads
Adjust bids for local keywords
Document newly appearing competitor ads

Monthly tasks:

Carry out a complete keyword gap analysis
Update your content strategy
Check geographic targeting settings

Quarterly tasks:

Detailed competitor analysis
Review of your overall strategy
Adjustment of target areas and budgets

Take seasonal trends and local events into account to adapt your strategy as needed.

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