Local keyword research: finding the right terms

Why Local Keyword Research Is Different

Local keyword research differs from traditional keyword research in one fundamental way: **geographic intent**. When someone searches for "plumber near me" or "dentist in Austin," they are signaling that they want a local result. Your keyword strategy must account for this geographic layer.

Local keywords generally fall into three categories:

• **Explicit local keywords**: "plumber in Dallas," "best pizza Chicago"
• **Implicit local keywords**: "plumber near me," "pizza delivery" (Google infers location)
• **Branded local keywords**: "Joe's Plumbing Dallas," "Mario's Pizza reviews"

Step 1: Start With Your Core Services

List every service your business offers. Be specific - do not just write "plumbing." Break it down:

• Emergency plumbing
• Water heater repair
• Drain cleaning
• Sewer line replacement
• Bathroom remodeling
• Fixture installation

Each service is a keyword seed that will expand into dozens of local keyword variations.

Step 2: Map Your Service Area

Define the geographic boundaries your business serves. Include:

• **City names**: Your primary city and surrounding cities
• **Neighborhoods**: Commonly searched neighborhood names
• **Counties or regions**: For broader service areas
• **Zip codes**: Some searchers use zip codes in queries
• **Landmarks or areas**: "near downtown," "west side"

Step 3: Build Your Keyword Matrix

Combine your services with your geographic modifiers to create a keyword matrix. For example:

| Service | + City | + Neighborhood | + Near Me |

|---------|--------|----------------|-----------|

| Water heater repair | Water heater repair Dallas | Water heater repair Uptown | Water heater repair near me |

| Drain cleaning | Drain cleaning Dallas | Drain cleaning Oak Lawn | Drain cleaning near me |

This matrix gives you a comprehensive starting list of target keywords.

Step 4: Research Search Volume and Competition

Use keyword research tools to evaluate each keyword:

• **Google Keyword Planner**: Free with a Google Ads account, shows local search volume
• **Google Autocomplete**: Type your seed keywords and note Google's suggestions
• **Google Business Profile Insights**: Shows what terms people already use to find you
• **People Also Ask**: Reveals question-based keywords worth targeting
• **Competitor analysis**: See what terms competing businesses rank for

Evaluating Keywords

For each keyword, assess:

• **Monthly search volume**: How many people search for this term locally?
• **Competition level**: How many other businesses are targeting this term?
• **Commercial intent**: Is the searcher likely to become a customer?
• **Current ranking**: Are you already ranking for this term?

Step 5: Identify Long-Tail Opportunities

Long-tail keywords are longer, more specific phrases with lower search volume but higher conversion rates. Examples:

• "emergency water heater repair Dallas Sunday"
• "affordable drain cleaning near me same day"
• "licensed plumber Oak Lawn free estimate"

These keywords face less competition and attract highly motivated searchers who are closer to making a decision.

Step 6: Analyze Search Intent

Not all keywords with the same topic have the same intent. Understand what the searcher wants:

• **Transactional**: "hire plumber Dallas" - ready to buy
• **Informational**: "how to unclog a drain" - seeking information
• **Navigational**: "Joe's Plumbing phone number" - looking for a specific business
• **Commercial investigation**: "best plumbers in Dallas" - comparing options

Prioritize transactional and commercial investigation keywords for your service pages. Use informational keywords for blog content that builds authority.

Step 7: Map Keywords to Pages

Each target keyword or keyword cluster should map to a specific page on your website:

• **Homepage**: Your primary city + primary service keyword
• **Service pages**: Individual service + city combinations
• **Location pages**: City or neighborhood-specific landing pages
• **Blog posts**: Informational and long-tail keywords
• **FAQ pages**: Question-based keywords

Avoid targeting the same keyword on multiple pages, as this creates **keyword cannibalization** where your own pages compete against each other.

Ongoing Keyword Monitoring

Local keyword landscapes shift over time. Set up regular monitoring to:

• Track your rankings for target keywords weekly
• Identify new keyword opportunities from GBP Insights
• Monitor competitor keyword strategies quarterly
• Adjust your content plan based on ranking changes and new opportunities