Guide · 7-min read
Local keyword research
Your customers are searching for what you do right now, but they use specific words. A plumber might search 'emergency plumber near me' or 'burst pipe repair Boston'. Keyword research finds those exact phrases so you can rank for them.
Run a free auditLocal searches are different from national ones. People add location words: 'near me', city names, or neighborhood names. They also search in bursts: when a pipe bursts, they search right then. Find these keywords and create content for them, and you win the customer.
46%
of searches include 'near me' or location
72%
of local searchers visit or call within 24h
3-5
Keywords most local businesses rank for
20-50
Realistic opportunity keywords
4 places to find local keywords
Local keywords live in Google's search results, Yelp, competitor pages, and in the questions people actually ask.
Google autocomplete
Type your service + city into Google. Watch what completes. 'Plumber Boston' becomes 'Plumber Boston emergency' or 'Plumber Boston near me'. Those are real queries people type.
People Also Ask (PAA)
Scroll Google results. See 'People also ask' section. These are real questions people ask about your service. Create content answering them.
Yelp search suggestions
Type on Yelp and see what autocompletes. Yelp shows what real customers search for when finding local services.
Competitor page analysis
Find competitors who rank well. Analyze their landing pages, titles, and keywords. They've done research; learn from it. Use Semrush, Ahrefs, or manual Google searches.
Local keyword patterns
Most local searches follow 3 patterns: 'Service + Near me', 'Service + City', 'Service + Problem'.
A dentist might capture: 'dentist near me', 'dentist Boston', 'emergency dentist', 'teeth whitening dentist Boston'. Each pattern has different intent. 'Near me' searchers want local results immediately. 'City' searchers are comparing options. 'Problem' searchers have a specific need. Create pages for the patterns that match your business.
Your keyword research workflow
List your main services
What do you do? Plumbing, dentistry, haircuts. Write down 5-10 ways customers describe what you do. Use their words, not industry jargon.
Add location modifiers
Your city, neighborhood, nearby cities, 'near me'. Create combos: 'plumber Boston', 'plumber near me', 'emergency plumber Boston'.
Add intent words
Problem words: 'emergency', 'urgent', 'broken'. Value words: 'cheap', 'best', 'reliable'. Need words: 'same-day', '24/7'. Example: 'emergency plumber near me', 'best rated dentist Boston'.
Test in Google
Type each keyword and see who ranks. If your competitors rank, you can compete there. If only national sites rank, that keyword is probably too broad.
Create one landing page per primary keyword
Don't create pages for every keyword. Create 3-5 pages, each targeting one primary keyword plus related variations. A 'Emergency Plumber' page ranks for 'emergency plumber', 'emergency plumber near me', 'emergency plumber Boston'.
Local keyword research FAQ
How many keywords should I target?+
Start with 5-10. Pick one per landing page. Your homepage handles your main service + city. Create individual pages for service variations or special niches. Trying to rank for 100 keywords is worse than ranking #1 for 5.
Do I need paid keyword tools?+
No. Google autocomplete, Google search results, and Yelp are free and accurate. Paid tools (Semrush, Ahrefs) add search volume and competition data, helpful but not required for local businesses.
What if I don't know search volumes?+
It doesn't matter much for local. A keyword with 50 searches per month in your city is worth way more than a keyword with 5000 searches nationally. Focus on relevance to your service and location, not volume.
Should I target very specific long-tail keywords?+
Yes, those are best. 'Emergency plumber Boston' is better than 'plumber' because it's more local, more specific, and easier to rank for. Google rewards specificity.
How often should I update my keyword strategy?+
Every 6-12 months. Search trends change, you add services, competitors change. Re-run Google autocomplete annually and adjust your content.
Scan your keywords, free
See what your business ranks for, where it ranks, and which keywords your competitors own that you're missing.