Keyword Research for Local Businesses: Finding What Customers Search

Keyword research is where effective SEO begins. Before you create content or optimise pages, you need to understand what your potential customers actually search for.

For local businesses, keyword research has specific considerations. This guide covers how to find the search terms that matter for local businesses.

What Is Keyword Research?

Keyword research identifies the words and phrases people type into search engines when looking for products, services, or information related to your business.

Good keyword research reveals:

How people describe what they need
The volume of searches for different terms
How competitive different terms are
Related topics and questions

The goal: Find keywords you can realistically rank for that bring valuable traffic.

Local Keyword Characteristics

Geographic Modifiers

Local searches often include location:

“[service] Brisbane”
“[service] near me”
“[service] in [suburb]”
“best [service] Gold Coast”

Understanding how people add location to searches is essential for local businesses.

Intent Signals

Local searches often have high intent:

“emergency plumber now”
“open now cafe”
“[service] free quote”
“book [service] online”

These searchers are often ready to act.

Service Variations

People describe services differently:

“plumber” vs “plumbing services”
“accountant” vs “tax agent” vs “bookkeeper”
“cafe” vs “coffee shop” vs “breakfast”

Your research should capture these variations.

Free Keyword Research Tools

Google Search Features

Autocomplete: Start typing in Google. Suggestions show common searches.

People Also Ask: Questions related to your search. Each opens more questions.

Related Searches: At the bottom of search results. Shows related queries.

Google Trends: Compare search interest over time and by region.

These are free and show real search behaviour.

Google Keyword Planner

Requires a Google Ads account (free to set up):

Search volume estimates
Competition levels
Related keywords
Geographic filtering

The data is meant for advertisers but useful for SEO.

Google Search Console

If you have a website with Google Analytics set up:

See what queries bring traffic now
Identify impressions without clicks
Find ranking positions

Your current data reveals opportunities.

Answer The Public

Enter a keyword, get questions people ask:

Who/what/where/when/why/how questions
Prepositions (for, with, without)
Comparisons (vs, or)

Good for content ideas.

Also Asked

Paid Keyword Research Tools

Semrush

Comprehensive SEO platform:

Extensive keyword database
Competitor keyword analysis
Keyword difficulty scores
Content gap analysis

Industry standard for professional SEO.

Ahrefs

Powerful keyword and backlink tool:

Accurate difficulty scores
Click data (not just searches)
Competitor analysis
Content explorer

Popular among SEO professionals.

Moz

SEO software with keyword features:

Keyword difficulty
SERP analysis
Priority scoring
Local keyword tracking

Good interface for beginners.

Local Keyword Research Process

Step 1: Seed Keywords

Start with your core services:

What do you offer?
How would a customer describe it?
What industry terms apply?

List your main service categories.

Step 2: Add Location Modifiers

Combine services with locations:

City level: “plumber Brisbane”
Suburb level: “plumber Paddington”
Region level: “plumber South East Queensland”

Include all relevant geographic areas.

Step 3: Find Variations

People search differently:

Synonyms: “plumber” vs “plumbing contractor”
Specifics: “hot water plumber” vs “general plumber”
Intent: “hire plumber” vs “plumber quotes”

Expand your list with variations.

Step 4: Research Questions

What questions do people ask?

“How much does a plumber cost?”
“When should I call a plumber?”
“Do I need a plumber for [problem]?”

Questions reveal content opportunities.

Step 5: Analyse Competition

For each keyword:

Who ranks currently?
How authoritative are they?
Can you compete?

Focus on winnable opportunities.

Step 6: Assess Value

Consider business value:

Does this keyword lead to customers?
What is the intent behind the search?
Is volume worth the effort?

Not all traffic is equally valuable.

Keyword Categories for Local Business

Transactional Keywords

High-intent, ready to buy:

“[service] near me”
“book [service]”
“[service] quote”
“emergency [service]”

Prioritise for service pages.

Informational Keywords

Seeking information:

“how to [problem]”
“what is [concept]”
“why does [situation happen]”

Target with content marketing.

Navigational Keywords

Looking for specific business:

“[Your business name]”
“[Competitor name]”
“[Business type] [location]”

Ensure you rank for your own brand.

Comparative Keywords

Evaluating options:

“[service A] vs [service B]”
“best [service] [location]”
“[service] reviews”

Target with comparison content.

Suburb-Level Research

Map Your Service Area

List all suburbs you serve:

Primary area (immediate vicinity)
Secondary area (within service range)
Extended area (when specifically requested)

Check Search Volume

Not all suburbs have search volume:

Some suburbs too small for measurable searches
Group similar suburbs
Focus on larger suburbs for dedicated pages

Evaluate Competition

Local competition varies by suburb:

Inner-city areas more competitive
Outer suburbs may have less competition
New developments may have opportunity

Create Location Pages

For suburbs with sufficient volume, work with your web developer to create:

Dedicated service-location pages
Unique content for each location
Local relevance signals

Seasonal Patterns

Some searches vary by season:

“air conditioning service” peaks in summer
“heating repair” peaks in winter
“tax accountant” peaks before July

Plan content around seasonal demand.

New search patterns emerge:

New products or services
Industry changes
Local developments

Stay current with search trends.

Competitor Keyword Analysis

Identify Competitors

List businesses competing for your keywords:

Direct service competitors
Websites ranking for your target terms
National competitors with local presence

Analyse Their Keywords

Using paid tools:

What keywords do they rank for?
What keywords bring their traffic?
What content performs for them?

Find Gaps

Identify opportunities:

Keywords they rank for that you do not
Keywords they miss
Questions they do not answer

Gap analysis reveals quick wins.

Organising Your Keywords

Group by Topic

Cluster related keywords:

All variations of a service
All questions about a topic
All location variations

Clusters become page targets.

Prioritise by Value

Score keywords on:

Search volume
Relevance to your business
Competition level
Commercial intent

Focus on high-value, achievable keywords first.

Map to Pages

Assign keywords to pages:

Homepage: primary brand and service terms
Service pages: specific service keywords
Location pages: location-modified terms
Blog posts: informational and question keywords

One primary keyword per page, plus related terms.

Common Local Keyword Mistakes

Ignoring Long-Tail Keywords

Only targeting broad terms:

“plumber Brisbane” (highly competitive)
“emergency gas plumber Paddington” (less competitive, high intent)

Long-tail keywords often convert better.

Overlooking Suburb Variations

Missing local opportunity:

People search for specific suburbs
Competition is often lower at suburb level
Location pages can capture this traffic

Keyword Stuffing

Overusing keywords unnaturally:

Reads poorly
Signals spam to Google
Damages user experience

Write naturally. Include keywords where they fit.

Ignoring Search Intent

Ranking for irrelevant terms:

“plumber salary” brings job seekers, not customers
“free [service]” may not be profitable traffic
Informational intent does not match service pages

Match content to search intent.

Set and Forget

Not updating research:

Search patterns change
New opportunities emerge
Competitor landscape shifts

Review keyword research quarterly.

Making Keyword Research Actionable

Create Target Keyword Document

For each priority keyword:

Target keyword
Search volume
Current ranking (if any)
Target page
Content needs

Track progress against this document.

Integrate with Content Planning

Keywords inform content:

Blog posts answer questions
Service pages target transactional terms
Location pages capture geographic searches

Every piece of content should target keywords.

Monitor Results

Track rankings and traffic:

Are you improving for target keywords?
What new opportunities appear?
What is not working?

Adjust strategy based on results.

Quick Start for Local Keyword Research

If you are starting from scratch:

Day 1: List your services and service areas

Day 2: Use Google autocomplete and related searches for each service + location combination

Day 3: Research questions using Answer The Public or “People Also Ask”

Day 4: Check Google Keyword Planner for volume estimates

Day 5: Organise keywords by page and priority

Then begin implementing: optimising pages, creating content, tracking progress.

Need help with keyword research and local SEO? Platform21 conducts comprehensive keyword research and develops SEO strategies for local businesses. Get in touch or explore our SEO services to discuss your SEO needs.

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