Mastering local keyword research means knowing the exact words and phrases your potential customers type into Google before they decide where to buy. This is the foundation of local SEO, the difference between being found first or buried beneath competitors.
It’s not just about guessing search terms. Effective keyword research is a strategic process that uncovers real search behavior, helps you organize keywords by intent, and ensures your website, content, and Google Business Profile appear for the most valuable local searches. Whether you run an agency, consult for clients, or manage your own business, the right keywords will directly impact your visibility, leads, and sales.
Local keywords align your online presence with the exact search queries of nearby customers, making it easier for them to find, trust, and choose your business.
Find the Right Keywords That Customers Are Actually Searching
Local keyword research is not guesswork; it’s a deliberate process of uncovering exactly what terms people in your area type into Google when they’re ready to take action. These searches often have strong buying intent, meaning the right keyword targeting can put you directly in front of customers when they’re deciding who to call, visit, or hire.
Simply brainstorming a few phrases is no longer enough. You need to combine data from tools like Google Keyword Planner, Google Search Console, and real-world sources like customer questions, reviews, and competitor analysis. This ensures you capture both high-volume core terms and valuable long-tail phrases that competitors might overlook.
By building a well-researched keyword list, you can align your website content, Google Business Profile, and local SEO campaigns with what people are actually searching for. This alignment increases your chances of showing up in the Local Pack, ranking higher in Google Maps, and attracting more qualified local traffic.
1. What Are Keywords?
Keywords are the exact words or phrases people type into search engines to find answers, products or services.
In local SEO, they connect nearby searchers with relevant businesses.
Examples:
- emergency plumber Chicago
- best vegan cake near me
- kids dentist open weekends Miami
When we talk about keyword research, we mean discovering the terms your ideal customers are actually using.
What You Need to Know
- Keywords reflect intent, what someone wants to do (buy, visit, learn, book).
- All searches start with a query, even voice or mobile searches.
- Keywords used to be about exact matches. Now, Google focuses on context and meaning.
- Target real search behavior, not guesses.
- Keyword research helps structure your website, write content, and optimize your Google Business Profile.
2. What Are the Different Types of Keywords?
Not all keywords are equal. Some reflect curiosity, others show intent to act or buy.
Keyword Types Explained
Here is how they break down:
Head Keyword
Short and broad terms like plumber or dentist. High volume, competitive, vague intent.
Long‑tail Keyword
Highly specific phrases like 24‑hour emergency plumber Brighton Road. Lower volume, strong intent, easier to rank.
Geo‑modified Keyword
Includes a location, like vegan bakery Austin or roof repair in Miami. Matches local intent.
Transactional Keyword
Terms like book haircut online NYC show action intent. Ideal for landing and booking pages.
Informational Keyword
Searches like how to fix leaking faucet or best time to trim oak trees. Great for blog content that builds trust.
Branded Keyword
Includes brand names, like GTrack vs Local Falcon or [Business Name] reviews. Useful for reputation and comparisons.
Important Notes for Local SEO:
- Search volume is not clicks. Tools show averages. Seasonal terms spike at certain times.
- Search demand curve:
- 20% = high‑volume head terms
- 80% = long‑tail or low‑competition queries
- Intent over volume. Google shows local results even without a city if it senses local intent.
- Keyword tools cannot show everything. About 15% of daily searches are new.
- Avoid vanity terms. Go specific, for example dog‑friendly B&B Newport Wales.
3. What Types of Keywords Should You Target as a Local Marketer?
Local SEO success depends on targeting keywords that match how real customers search in your area. Focus on intent, location, and relevance, not only volume.
Local Service Keywords
Combine your core service with your target location.
roof repair in Atlanta
wedding photographer NYC
“Near Me” Searches
Google detects local intent automatically, even without a city name.
best tacos near me
emergency plumber near me
Pain Point Queries
Urgent, problem‑based searches that often convert quickly.
AC not working Miami
toothache emergency NYC
Branded + Competitor Searches
Used by people comparing your business to others.
[Business Name] reviews
GTrack vs Local Falcon
Review‑Led or Price‑Led Keywords
Signals that a customer is close to a decision.
cheap eye doctor Chicago
top‑rated sushi bar Austin
Use Local Modifiers
Add helpful terms to increase relevance and match local intent.
near me, open now, affordable, for seniors, wheelchair accessible
4. How to Write a Keyword Seed List
This is your starting point. A seed list is a basic list of services, products, and topics related to your business, built from the language customers use.
Here’s how to build it:
- List all core services.
tree removal, fence repair, self‑storage, climate‑controlled units - Add variations with locations.
in Denver, near me, Castle Rock CO - Include problems you solve.
fallen tree on house, need secure storage after divorce - Use your Google Business Profile categories and services.
- Think like a customer. What would they type into Google?
Pro Tip: Interview your client or team. Ask:
- What do people call when they need help?
- What terms do customers use to describe your service?
- What do people ask over the phone or email?
- What words do you hear that signal a purchase is near?
This early list helps you brainstorm all possible paths. You will not target all of them, but this is where your keyword strategy begins.
5. How to Expand Your Keyword List Using Free Tools
Once you have a seed list, expand it with real search terms that people actually use.
Top Free Tools to Use
- Google Autocomplete
Start typing your seed keywords and record suggested completions.
self‑storage near me → self‑storage near me first month free
- Related Searches at the bottom of the SERP. See what people also search for.
- Ubersuggest free version. Ideas, volume, and difficulty.
- Google Keyword Planner. Free inside Google Ads. Volume estimates and ideas. Requires an active Google Ads account.
- AnswerThePublic. Hundreds of question‑based terms grouped by what, why, where, and more.
- GTrack free plan. The AI Keyword Suggestion tool analyzes your Google Business Profile and suggests:
- Keywords with local intent
- Ideas based on category, services, and scan data
Bonus: Check Your Competitors
- Review competitor websites, service pages, and blog content.
- Analyze their Google Business Profile for services, keywords, and categories.
- Spot what they rank for and add the gaps to your list.
6. Creating a Keyword Portfolio
Now that your list is expanded, organize it into a keyword portfolio, a structured table that helps you prioritize and use keywords effectively.
You do not want a big mess of phrases. You want clarity, intent, and actionability.
Your Portfolio Should Include:
- Keyword. The exact search phrase you track.
- Search Intent. Informational, navigational, transactional, or local.
- Location. City, neighborhood, or near me.
- Monthly Volume. Estimated from Google Keyword Planner.
- Difficulty Score. Optional, from Ahrefs or Semrush.
- Page Type. Homepage, GBP, blog, FAQ, and others.
Tips When Building Your Portfolio:
- Use Google Search Console for queries you already rank for. Export impressions, clicks, CTR, position.
- Use Google Keyword Planner. Filter out branded or unrelated terms. Compare volume and competition.
- Remove duplicates and irrelevant variants.
- Tag each keyword by intent and funnel stage, awareness, consideration, action.
Why Add GTrack to Your Keyword Portfolio?
GTrack is a local SEO strategy tool that pairs well with Keyword Planner and AI suggestion tools.
How to Use the GTrack Tool for Smarter Keyword Strategy
- Run scan reports to see how you rank across your service area.
- Use AI Keyword Suggestions to find high‑impact local terms and fill content gaps.
- Track keyword position by location using the geo‑grid view.
- Identify which keywords perform best by ZIP code, neighborhood, or region.
- Validate where you truly rank and prioritize weak areas.
7. Paid Tools for Local Keyword Research
If you work at scale or with clients, consider paid tools for deeper data and competitive insights.
Here are strong options:
- Ahrefs. Deep keyword metrics and competitor tracking. Useful for audits and organic visibility.
- SEMRush. Keyword data, Local Pack insights, strong PPC features, and competitive analysis.
8. Pulling Your Data Together
After collecting ideas and metrics, bring everything into one place.
Use a spreadsheet to organize and manage your data:
- Merge all lists from different tools.
- Remove duplicates.
- Color‑code by search intent, location, or priority.
- Add filters for keyword type, service area, or monthly volume.
You can download a pre‑built keyword research template or customize your own. This master sheet helps you prioritize and plan content.
Let me know if you want a downloadable Google Sheets template link added.
9. What Next? Prioritize and Group by Topic
Now that your list is clean and categorized, turn research into strategy. Group keywords into themes like:
Service pages
tree removal, tree trimming, stump grinding
→ Target these with your main service landing pages.
Blog content ideas
when to trim oak trees in Atlanta, how to prepare trees for winter
→ Use these for ongoing blog posts that target long‑tail local intent.
FAQ content
how much does tree removal cost, do I need a permit to cut a tree
→ Ideal for FAQ sections or voice search optimization.
Then prioritize:
- Which keywords show buying intent.
- Which ones have low competition.
- Which align with your core services or locations.
This becomes your content map and SEO plan that supports your goals.
Final Thoughts: Become a Local Keyword Pro
Local keyword research is not guesswork. Mastering it means you can:
- Think like a customer.
- Organize and evaluate opportunities.
- Map keywords to your content and Google Business Profile.
Use tools like GTrack when you need visibility insights across multiple coordinates and neighborhoods.
Frequently Asked Questions for Local Keyword Research
1. What are local keywords, exactly?
Local keywords are search phrases that include geographic terms, for example city names or near me, to connect businesses with nearby customers.
Example: emergency plumber Chicago
2. Why is local keyword research important?
It helps your business appear when local customers search for your services. It improves visibility in the Google Local Pack, Maps, and regular search.
3. What is the difference between head, long‑tail, and geo keywords?
- Head: broad, for example plumber, high volume, low intent.
- Long‑tail: specific, for example 24‑hour plumber in Brighton Road, high intent.
- Geo‑modified: includes a place, for example roof repair Austin.
4. How can I find the best keywords for my local business?
Start with a seed list of services and locations, then expand using:
- Google Autocomplete
- People Also Ask
- GTrack for AI suggestions
5. What tools do I need for local keyword research?
Free: Google Keyword Planner, GTrack, Ubersuggest. Paid: Ahrefs, SEMrush, GTrack for geo‑grid insights.
6. How do I organize my keyword list?
Create a portfolio spreadsheet:
- Group by service, blog, or FAQ topic.
- Label by search intent.
- Add location, volume, and priority.
7. What is GTrack, and how does it help with local keywords?
GTrack tracks rankings across a geo‑grid, suggests keywords from your GBP, and shows where you rank by area.
8. Should I use near me keywords?
Yes. Google often shows local results even without a city.
Examples: best tacos near me, dentist open now
9. How often should I update my keyword list?
Monthly or quarterly. Use GTrack and Google Search Console to track performance, spot new opportunities, and adjust your content.
