Quick answer: Local keyword research means listing the words and phrases people in your area type when they look for a business like yours. Start with your core services plus location names (city, neighbourhood, “near me”), then expand with Google Autocomplete, People Also Ask, Search Console and your Google My Business queries. Prioritise phrases that match real enquiry intent, not just high volume vanity terms. Use those phrases on your Google listing, service pages and citation profiles so search engines and customers can connect the dots.
Why local keywords are different
National SEO often chases broad terms such as “plumber” or “accountant”. Local search is different. Someone typing “emergency plumber Leeds” or “dentist near me” wants a business they can visit or call soon. Google leans on location signals: the searcher’s city, your Google My Business profile, NAP consistency and pages that clearly name the places you serve.
That changes how you research. Volume still matters, but relevance and intent matter more. A medium volume phrase that brings calls beats a high volume phrase that brings tire kickers from another region. For a wider checklist of local signals, see our local SEO checklist.
Build your seed list
Start with what you already know:
- Every service you sell, in plain language (not marketing slogans)
- Brand names of products you install or support, if people search those
- Neighbourhoods, suburbs, districts and nearby towns you actually serve
- Common modifiers: near me, open now, emergency, cheap, best, reviews, prices
Talk to whoever answers the phone. Ask what callers say when they describe the problem. Those phrases are often better than anything a tool invents. Write them down in a spreadsheet with columns for service, location, full phrase and notes.
Tools that work well in early 2020
You do not need an expensive suite to get a useful list.
Google Autocomplete and related searches
Type your service and city into Google and note every suggestion. Add a letter (a, b, c) after the phrase to surface more ideas. Scroll to related searches at the bottom of the results. Autocomplete reflects what people actually type, including local phrasing quirks.
Google Keyword Planner
Inside Google Ads, Keyword Planner still gives search volume ranges and competition for location targeted campaigns. Filter by your country and, where useful, your region. Treat the volumes as directional. Pair them with your own conversion data later.
Google Search Console
If your site already ranks for some local terms, Search Console shows the exact queries, impressions and clicks. Filter by pages that target a city or service. This is free evidence of what Google already associates with you. Linking Search Console to Analytics helps you see which queries turn into visits that matter; we cover that in linking Search Console to Google Analytics.
Google My Business insights
Your listing shows discovery queries: the search terms that led people to your profile. Those are gold for local keyword research because they came from people who saw you in Maps or the local pack.
Competitor and directory scraping (carefully)
Look at how competitors title their service pages and what categories directories put them in. You are looking for language patterns, not copying their copy. Also note long-tail keywords that combine service plus suburb plus intent, which often convert better than short head terms.
Map phrases to pages and profiles
A keyword list is useless until it has a home.
- Google My Business: Primary category, secondary categories, business description and posts should use natural local language. Do not stuff every suburb into the name field.
- Service pages: One clear page per important service, with the city and nearby areas mentioned where it reads naturally. Separate location pages only if you truly operate there and can write unique content.
- Blog and guides: Answer local how-to questions (“how much does X cost in [city]”) when you have something useful to say.
- Citations: Keep name, address and phone consistent everywhere. Inconsistent NAP confuses Maps and customers; see NAP consistency.
Avoid creating thin city pages that only swap the place name. Google has been reducing the value of doorway-style location spam for years. Write for humans first.
Intent beats volume
Sort your list by what you want the visitor to do:
- Call or visit soon: “emergency locksmith Bristol”, “walk in dentist Manchester”
- Compare options: “best accountant Leeds reviews”, “plumber quotes Cambridge”
- Learn before buying: “how much does boiler service cost London”
Put commercial intent phrases on pages with clear calls to action and phone numbers. Put educational phrases on guides that still offer a soft next step. Track which phrases bring calls and form fills, not only rankings.
“Near me” and mobile search
By 2020 a large share of local queries come from phones, and many include “near me” or imply it through location. You cannot rank for “near me” as a static keyword on a page in the old sense. Google uses the user’s location. What you can do is make sure your business is findable: accurate Maps listing, mobile friendly pages, fast load on cellular connections and clear service areas.
Voice search often uses longer spoken phrases. Keep FAQ style answers on relevant pages so you cover natural language questions without stuffing.
A simple monthly routine
- Export Search Console queries for your top service pages.
- Check Google My Business discovery queries.
- Add any new Autocomplete ideas to the spreadsheet.
- Mark which phrases already have a good page and which need content or a better title.
- Update one service page or GMB description each month with clearer local language.
- Review Google Maps SEO signals if pack visibility drops.
Common mistakes
- Targeting cities you do not serve
- Stuffing every suburb into one title tag
- Ignoring Google My Business while polishing the website alone
- Chasing national volume for a local business
- Writing location pages with no unique proof (photos, staff, case detail, local FAQs)
Working with agencies and freelancers
If you hire help, share your seed list and Search Console export rather than asking them to “do keywords” from scratch. Ask for:
- A prioritised list with intent labels
- Recommended URL for each priority phrase
- Title and H1 suggestions that read naturally
- A plan for Google My Business categories and description
Refuse keyword stuffing and doorway city pages. Good local work sounds like how customers talk.
FAQ
How many local keywords should I target?
Focus on a manageable set: your main services times the places you truly cover. Dozens of strong phrases beat hundreds of thin ones.
Do I need paid keyword tools?
Helpful but not required. Autocomplete, Keyword Planner, Search Console and GMB insights cover most local businesses.
Should every page include the city name?
Only where it helps the reader. Forced repetition looks spammy and reads poorly.
How does this tie into ads?
The same list feeds Google Ads location campaigns and call extensions. Search terms reports from ads then improve the organic list.
Put the list to work
Local keyword research is only useful when it shapes real assets: your Maps profile, service pages, titles and the way your team describes what you do. If you want help turning that research into pages and profiles that win nearby enquiries, see our Get found service.
