Local keyword research is the process of finding the exact words people in your area type into Google when they need what you offer. To do it well, start with your core services, add the places you serve, check what Google suggests and what competitors rank for, then choose specific phrases that show someone is ready to buy. Those phrases become the focus of your web pages and Google Business Profile.
Getting this right saves a lot of wasted effort. A page built around the words your customers actually use will bring in better enquiries than one built around what you think your service is called. And specific local phrases are usually far easier to rank for than broad national ones.
Here is a simple process any small business owner can follow, using free tools.
What makes a keyword “local”?
Local keywords usually fall into three groups:
- Service plus place: “electrician Bromsgrove”, “solicitor in Birmingham”, “dog groomer Sutton Coldfield”.
- Near me searches: “plumber near me”, “cafe near me open now”. Google uses the searcher’s location, so you do not need “near me” on your site to show up for these.
- Implied local searches: “emergency locksmith” or “MOT test”. There is no place in the search, but Google knows the person wants someone nearby and shows local results.
All three matter. Service plus place phrases are the ones you target directly on your pages. The others are won mostly through your Google Business Profile, reviews and general local SEO.
Step 1: List your services in your customers’ words
Write down every service or product you offer. Then think about how customers describe them, not how you do. A heating engineer might say “combi boiler installation” while customers search “new boiler fitted”. Look at the questions customers ask you by phone and email, and the words they use in reviews.
Step 2: List the places you serve
Add your town or city, surrounding towns, well-known neighbourhoods and districts. If you are a service-area business, include the main towns you cover. Be realistic. You are more likely to rank in places close to your address or where you have genuine work and reviews.
Step 3: Combine and expand
Pair your services with your locations to create a starting list. Then expand it using free tools:
- Google autocomplete: start typing a service and town into Google and note the suggestions.
- People also ask: the questions box in Google results shows what people want to know.
- Related searches: the suggestions at the bottom of the results page.
- Google Keyword Planner: free with a Google Ads account. It gives rough search volumes and can be filtered by location.
- Google Search Console: if your site is already live, it shows the searches you already appear for. This is often the most valuable source of all.
Step 4: Check what competitors rank for
Search your main phrases and look at who appears in the map pack and the top organic results. Note:
- Which services they have dedicated pages for.
- The words they use in page titles and headings.
- The categories on their Google Business Profiles.
- Gaps, such as services or areas none of them cover well.
Step 5: Choose the right keywords
Not every keyword is worth targeting. Weigh up each one on three points:
- Intent: does the search suggest someone ready to hire or buy? “Boiler repair Redditch” is more valuable than “why is my boiler making a noise”, though both have a place.
- Relevance: is it something you actually offer, in an area you actually serve?
- Competition: can you realistically compete? Specific, longer phrases are usually more winnable.
Do not dismiss keywords that tools show as having low or no search volume. In local search, tools often under-report, and a phrase that brings in a couple of high-value enquiries a month can be very worthwhile.
Step 6: Map keywords to pages
Give each main keyword group its own page, so Google knows which page to show. Typically:
- Your homepage targets your main service and main location.
- Each core service gets its own service page.
- Important areas get their own location pages, but only if you can make each one genuinely useful with local details, projects and reviews.
- Questions and informational searches become blog posts or FAQs.
Then use the keyword naturally in the page title, main heading, URL, opening paragraph and throughout the content. Our guide to on-page SEO explains how.
Step 7: Use keywords beyond your website
Your research should also shape your Google Business Profile services list, description and posts, as well as directory listings and social media bios. Never add keywords to your business name on your profile, as that breaks Google’s guidelines.
FAQs
Do I need to include “near me” in my content?
No. Google works out the searcher’s location. Focus on your services and real place names instead.
How many keywords should each page target?
One main keyword plus a few close variations. If two phrases mean the same thing, they belong on the same page.
Should I create a page for every town I cover?
Only if you can make each page genuinely different and useful. Thin pages with just the town name swapped rarely perform well.
How often should I review my keywords?
Check Search Console every few months to see new searches you are appearing for, and update your pages as your services or areas change.
Put your research to work
Keyword research gives the rest of your local SEO a clear direction. Pure Marketing is a Google Partner agency in Birmingham’s Jewellery Quarter, and our local SEO service starts with research like this, built around how your customers really search. To see which keywords you already rank for, request a free SEO audit.
