Local keyword research is the foundation of effective local SEO. Before you can optimize your website and online presence, you need to understand what your potential customers actually search for when they need your services.
This guide covers practical approaches to local keyword research that any small business owner can use, regardless of budget or technical expertise.
Understanding Local Search Intent
Local keywords differ from general keywords because they include location signals or have implied local intent. Understanding these patterns helps you target the right searches.
Explicit Local Keywords
These include specific location terms:
- "Plumber in Austin"
- "Denver dentist"
- "Chicago pizza near me"
- "Best electrician 80202"
People using explicit local keywords have clearly stated where they want to find services. They may be new to the area, researching before traveling, or simply prefer to include location in their search.
Implicit Local Keywords
These have local intent without including a location:
- "Emergency plumber"
- "Dentist open now"
- "Pizza delivery"
- "24 hour electrician"
Google recognizes that certain searches have local intent and shows local results even without explicit location terms. Someone searching "pizza delivery" wants delivery to their location, not information about pizza delivery in general.
Near Me Searches
"Near me" searches have grown dramatically and represent high-intent local queries:
- "Plumber near me"
- "Restaurants near me open now"
- "Auto repair near me"
These searchers typically need something soon and are ready to contact a business. They convert at high rates because the intent is immediate and action-oriented.
Starting Your Keyword Research
List Your Services
Start by listing every service you offer. Be comprehensive and think about how customers might describe what they need:
- Main service categories
- Specific services within each category
- Common customer problems you solve
- Industry terms customers might use
- Colloquial terms for your services
A plumber might list: plumbing, plumber, drain cleaning, water heater repair, water heater installation, clogged drain, leaky faucet, pipe repair, sewer line, garbage disposal, and so on.
Identify Your Service Areas
List all the geographic areas you serve:
- Primary city
- Surrounding cities and towns
- Neighborhoods within cities
- Counties or regions
- ZIP codes for densely populated areas
Combine Services with Locations
Create keyword combinations by pairing services with locations:
- [Service] in [City]
- [City] [Service]
- [Service] [Neighborhood]
- [Service] near [Landmark]
This creates your initial keyword list. A plumber in Denver might have combinations like "plumber in Denver," "Denver plumber," "drain cleaning Aurora," "water heater repair Lakewood," and dozens more.
Free Keyword Research Tools
Google Search Autocomplete
Type your service into Google search and note the autocomplete suggestions. These represent actual searches people make. Try different starting phrases:
- "[Service] in [City]"
- "[City] [Service]"
- "Best [Service] in"
- "[Service] near"
Also check the "People also ask" questions and related searches at the bottom of search results. These reveal how people phrase their searches and what related information they want.
Google Business Profile Insights
If you have a Google Business Profile, check the Insights section for "Queries used to find your business." This shows real searches that led to your listing. These are proven local keywords that already connect you with customers.
Google Search Console
If your website is connected to Google Search Console, check the Performance report for queries. This shows what searches your website already appears for and how often people click. Look for local variations that perform well.
Google Keyword Planner
Create a free Google Ads account to access Keyword Planner. Enter your seed keywords to see search volume estimates and related keyword ideas. Filter by location to see local search volumes. While designed for ads, this data helps prioritize organic keywords too.
Analyzing Competitor Keywords
Your competitors have already done some keyword research through trial and error. Learn from their efforts.
Review Competitor Websites
Look at the websites of businesses ranking well in local search for your services:
- What keywords appear in their page titles?
- How do they describe their services?
- What locations do they mention?
- What pages have they created for different services or areas?
Check Competitor Google Business Profiles
Review the Google Business Profiles of competitors in the Local Pack:
- What categories have they selected?
- How do they describe their services?
- What services are listed?
This reveals which keywords competitors consider important enough to optimize for.
Prioritizing Your Keywords
Not all keywords deserve equal attention. Prioritize based on several factors.
Relevance
Only target keywords for services you actually offer well. Ranking for services you rarely provide wastes effort and may disappoint customers who contact you expecting expertise.
Search Volume
Higher volume keywords bring more potential traffic. However, local search volumes are often modest; even keywords with 100 monthly searches can bring valuable business.
Competition
Some local keywords are more competitive than others. "[Service] near me" may be dominated by large companies with significant SEO investments, while "[Service] [Neighborhood]" may have less competition.
Commercial Intent
Prioritize keywords that indicate readiness to hire:
- "Emergency [service]" - immediate need
- "[Service] cost" or "[Service] price" - actively comparing options
- "[Service] quote" or "hire [service]" - ready to take action
Implementing Your Keywords
Homepage
Target your primary service and main location on your homepage. The title tag might include "[Primary Service] in [Main City] | [Business Name]." Incorporate your key services and locations naturally in the page content.
Service Pages
Create dedicated pages for major services, especially those with different customer needs. A plumber might have separate pages for drain cleaning, water heater services, and emergency plumbing. Each page targets keywords specific to that service.
Location Pages
If you serve multiple areas, consider creating pages for each major city or region. These pages should include unique content about serving that area, not just duplicated content with city names swapped.
Google Business Profile
Use your researched keywords in your business description and services. Select categories that match the keywords customers use. Post updates that naturally incorporate relevant terms.
Tracking Keyword Performance
After implementing keywords, monitor their performance:
- Check rankings for target keywords using free tools or by searching in incognito mode
- Monitor Google Business Profile Insights for query changes
- Track website traffic from organic local searches
- Note which keywords lead to actual calls or form submissions
Keyword research is ongoing. Search behavior changes, new competitors emerge, and Google updates its algorithms. Review and refine your keyword strategy quarterly.
Common Keyword Research Mistakes
- Only targeting high-volume keywords: Lower-volume local keywords often convert better and face less competition
- Ignoring long-tail keywords: Specific phrases like "emergency water heater repair Sunday" have clear intent
- Stuffing keywords unnaturally: Write for humans first; work keywords in naturally
- Neglecting nearby cities: You may rank more easily in surrounding areas than your primary city
- Forgetting service variations: Customers use different terms; cover the variations