SEO Services
Local Keyword Research: How to Find the Searches That Bring Customers
We research local keywords for every SEO client before we write a single page. This guide is for business owners who want to know what nearby customers type into Google. It covers where to find keywords, how to judge them and how to map them to pages. Use it to plan your website content, so each page targets searches that bring enquiries.
Where to find local keywords
Your customers already tell you how they describe your services. The words they use on calls, emails and reviews are the starting point. Search engines and free tools then show which phrases people search most. Use these sources to build your first list.
- Phrases customers use when they call, email or leave reviews.
- Google autocomplete suggestions when you type a service and a town.
- The "People also ask" questions in Google results.
- Google Search Console, which shows the searches your site already appears for.
- Keyword tools such as Google Keyword Planner, Semrush or Ahrefs.
Combine each service with each town or area you serve. A plumber in Pendle, for example, checks "plumber Nelson", "plumber Colne" and "emergency plumber Burnley". Note related questions, such as "how much does a boiler service cost". These questions often make strong guide pages.
How to judge which keywords matter
Not every keyword deserves its own page or the same effort. Some searches show buying intent, while others come from people researching. Search volume matters, but local volumes are often small and still valuable. Judge each keyword on these points.
- Intent: does the searcher want to hire, compare or learn?
- Relevance: do you offer this exact service in this area?
- Volume: do enough people search for it each month?
- Competition: who ranks now, and can your page beat theirs?
- Value: how much is a customer from this search worth to you?
Prioritise keywords with clear buying intent and good customer value. A small monthly volume is fine when one job is worth hundreds of pounds. Keep research questions for guides that support your service pages.
How to map keywords to pages
Each important keyword needs one clear page to rank. Two pages chasing the same search compete with each other and weaken both. A simple keyword map prevents that problem. Follow these steps to build yours.
- Group keywords that share the same intent, such as "boiler repair Burnley" and "Burnley boiler repairs".
- Assign each group to one page only.
- Use the main keyword in that page's title, heading and opening paragraph.
- Create a new page for any group that has no natural home.
- Link related pages to each other with clear, descriptive anchor text.
Review your keyword map every few months as your services and search data change. Our guide to optimising location pages explains how to build pages for each area. Our local SEO guide covers the wider process.
Local keyword research checklist
Use this checklist when you plan or review your website's keywords. Each item helps your pages match what nearby customers search. Revisit it every quarter.
- Customer phrases collected from calls, emails and reviews
- Service and town combinations listed for every area you serve
- Search Console checked for searches you already appear for
- Each keyword judged on intent, volume, competition and value
- Keywords grouped by intent and mapped to one page each
- Question keywords set aside for supporting guides
- Keyword map reviewed every quarter
Good to know
Local keyword research FAQs
What is a local keyword?+
A local keyword is a search that includes or implies a location. Examples include "electrician in Preston" or "accountant near me". Google also treats many service searches as local, even without a town name. These searches often come from people ready to hire.
Which tools are best for local keyword research?+
Google Search Console and Google Keyword Planner are free starting points. Paid tools such as Semrush and Ahrefs add competitor and volume data. Google autocomplete and "People also ask" add real customer questions. Most businesses get far with free tools and their own customer conversations.
Should I target "near me" keywords?+
You do not need to add "near me" to your page copy. Google works out the searcher's location and matches it to nearby businesses. Strong local pages and a complete Google Business Profile serve those searches. Focus on clear service and town keywords instead.
How many keywords should one page target?+
One page targets one main keyword and its close variations. It also covers related questions on the same topic. Unrelated services or towns need separate pages. That structure helps Google understand exactly what each page offers.
Keep your keyword map with your website plan and update it as you learn. Share it with anyone who writes content for your site. So you can build pages that match what local customers search and turn those searches into enquiries.
Last updated