How to Use Semrush with Claude for Local SEO Keyword Research

A local law firm wants deep keyword gap analysis — they need to see all the keywords their top competitor ranks for that they don’t, across the full organic profile, not just local pack keywords. LocalSEOData covers local pack data; Semrush goes deeper on organic keywords.

When Semrush Adds Depth Beyond LocalSEOData

LocalSEOData excels at:

  • Local pack rankings
  • GBP data
  • Citation analysis
  • AI visibility

Semrush adds:

  • Full organic keyword profiles
  • Comprehensive keyword gap analysis
  • Historical ranking data
  • Content gap identification
  • Competitor keyword research at scale

For deep keyword research and organic SEO analysis, Semrush provides data LocalSEOData doesn’t.

Setting Up Semrush in LocalSEOSkills

Connect Semrush via MCP or use the semrush-tool skill with API access.

Once connected, Claude can pull Semrush data alongside LocalSEOData for comprehensive analysis.

The Keyword Gap Prompt

"Using Semrush, run a full keyword gap analysis between [our domain]
and [competitor domain] for local legal keywords in Chicago.
Show me everything they rank for that we don't,
filtered for local/Chicago intent queries,
sorted by traffic opportunity."

Reading the Gap Analysis

Keyword Gap Analysis: [Your Domain] vs. [Competitor] — Chicago Legal

TOTAL GAP
Competitor ranking keywords: 847
Your ranking keywords: 312
Gap keywords (competitor has, you don't): 584
Overlap keywords (both rank): 263

The competitor ranks for 584 keywords you don’t. That’s the opportunity pool.

Filtered for local intent:

LOCAL/CHICAGO INTENT GAPS (top 25)

Keyword | Monthly Volume | Competitor Position | Your Position | Intent
"personal injury lawyer chicago" | 720 | 4 | Not ranking | Transactional
"car accident attorney chicago" | 590 | 6 | Not ranking | Transactional
"chicago slip and fall lawyer" | 210 | 3 | 22 | Transactional
"how long does a personal injury case take illinois" | 480 | 7 | Not ranking | Informational
"workers comp lawyer chicago" | 340 | 5 | Not ranking | Transactional
"best personal injury lawyer chicago" | 280 | 8 | Not ranking | Transactional
"chicago wrongful death attorney" | 190 | 4 | Not ranking | Transactional
"what to do after car accident chicago" | 320 | 11 | Not ranking | Informational
[continues...]

Each gap keyword shows:

  • Search volume (opportunity size)
  • Competitor position (is this achievable?)
  • Your current position (not ranking = new page needed; page 2 = optimization)
  • Intent (informs content type needed)

Mapping Gaps to Content Types

CONTENT OPPORTUNITY SUMMARY

Transactional gaps (location pages needed): 14 keywords
  Cluster 1: "personal injury lawyer chicago" and variants → Priority location page
  Cluster 2: "car accident attorney chicago" → Dedicated practice area page
  Cluster 3: "workers comp lawyer chicago" → Dedicated practice area page

Informational gaps (blog/FAQ content): 22 keywords
  Cluster 1: "how long does a personal injury case take" → FAQ/blog content
  Cluster 2: "what to do after car accident" → Guide content
  Cluster 3: "average settlement" queries → Educational content

Near-me intent gaps (GBP signal dependent): 8 keywords
  These require GBP optimization + proximity signals
  Content alone won't capture these — need full local SEO approach

Building Your Content Plan

Based on the gap analysis:

RECOMMENDED CONTENT PLAN

Priority 1: Location page for "personal injury lawyer chicago" cluster
  Target keywords: personal injury lawyer chicago, chicago personal injury attorney
  Estimated monthly traffic at position 5: 180 clicks
  Content requirements:
  - 1,500+ words
  - Chicago-specific content and references
  - LocalBusiness schema
  - Testimonials from Chicago clients
  - Case results from Chicago cases

Priority 2: FAQ content for "how long does a personal injury case take"
  Target: Featured snippet capture
  Format: FAQ page with detailed answers
  Related keywords to include: [list]
  Estimated traffic: 140 clicks/month

Priority 3: Practice area page for "car accident attorney chicago"
  Target keywords: car accident lawyer chicago, chicago auto accident attorney
  Differentiation: More specific than general PI page
  Estimated traffic: 120 clicks/month

[continues with additional priorities...]

Keyword Research for New Markets

For businesses expanding to new locations:

"Using Semrush, research local keyword opportunities for [Business Type]
in [New City]. Show me:
- Keyword volumes for primary service keywords
- Current top rankers and their content
- Long-tail opportunities with lower competition
- Suggested content strategy for market entry"

Example output:

Local Keyword Research: Personal Injury Attorney — Phoenix AZ

PRIMARY KEYWORDS
"personal injury lawyer phoenix" | 880/mo | High competition
"phoenix car accident attorney" | 540/mo | High competition
"accident lawyer phoenix az" | 320/mo | Medium competition

LONG-TAIL OPPORTUNITIES (lower competition)
"motorcycle accident lawyer phoenix" | 170/mo | Medium
"pedestrian accident attorney phoenix" | 90/mo | Low
"uber accident lawyer phoenix" | 110/mo | Low

TOP RANKER ANALYSIS
Position 1: [Competitor A] — 3,400 word location page, 45 backlinks
Position 2: [Competitor B] — 2,100 word page, 28 backlinks
Position 3: [Competitor C] — 1,800 word page, 19 backlinks

CONTENT STRATEGY RECOMMENDATION
To compete for primary keywords:
- 2,500+ word comprehensive location page
- 20+ backlinks needed (local PR + directories)
- 6-12 month timeline realistic

Quick win strategy:
- Target long-tail first (motorcycle, pedestrian, uber)
- Build authority with easier wins
- Expand to primary keywords with established domain strength

Semrush + LocalSEOData Together

The best analysis combines both:

"Run a complete local SEO + organic keyword analysis for [Business Name].
Use LocalSEOData for: local pack position, GBP analysis, AI visibility
Use Semrush for: organic keyword gaps, competitor content analysis
Synthesize into unified strategy."

This gives you:

  • Local pack competitive position (LocalSEOData)
  • Organic keyword opportunities (Semrush)
  • GBP optimization needs (LocalSEOData)
  • Content gaps to fill (Semrush)
  • AI visibility status (LocalSEOData)

When to Use Semrush vs. LocalSEOData Alone

Use LocalSEOData alone when:

  • Focus is purely on local pack rankings
  • Client needs GBP optimization
  • Citation work is the priority
  • AI visibility is the main concern

Add Semrush when:

  • Client wants organic traffic growth
  • Deep keyword gap analysis needed
  • Content strategy development
  • Competitor keyword intelligence
  • Multi-location keyword research

The Complete Keyword Research Workflow

  1. Define target market and competitors
  2. Pull organic keyword gap via Semrush
  3. Filter for local/geo-modified intent
  4. Cluster keywords by topic and intent
  5. Map to content types (location pages, blog, FAQ)
  6. Prioritize by volume and achievability
  7. Create content plan with specifications
  8. Track progress as content is published

Semrush transforms keyword research from guessing to data-driven strategy. Combined with LocalSEOData’s local focus, you get complete local SEO intelligence.