Keyword research is like being a detective, except instead of solving crimes, you're solving the mystery of what your customers actually type into Google. And trust me, what they search for is often very different from what you think they search for.
I've seen too many businesses optimize for keywords that sound professional but nobody actually uses. Don't be the business optimizing for "residential plumbing solutions" when everyone's searching for "fix my toilet."
Understanding How People Actually Search
Here's the thing about local searches – they fall into three main categories, and understanding the difference is crucial:
- Informational searches: "How do I unclog my drain?" (They're trying to DIY it first)
- Navigational searches: "ABC Plumbing phone number" (They already know who they want)
- Transactional searches: "Emergency plumber near me" (They need help NOW and are ready to pay for it)
Guess which ones you should focus on? If you said transactional, you win a cookie. These people have their wallets out and are ready to hire someone.
Your Keyword Research Toolkit
The Free Tools (Because Who Doesn't Love Free?)
- Google Keyword Planner: Basic but reliable, like a Honda Civic
- Google Autocomplete: Just start typing and see what Google suggests
- Google My Business Insights: Shows you what people searched to find you
- Answer the Public: For when you want to know what questions people are asking
The Paid Tools (For When You Get Serious)
- SEMrush: The Swiss Army knife of SEO tools
- Ahrefs: Great for competitive analysis
- Moz Local: Specifically designed for local businesses
- BrightLocal: Another local SEO specialist
Types of Local Keywords (AKA How People Actually Search)
Geographic Modifiers (The "Where" Part)
People search with location in mind:
- City names: "Denver HVAC repair"
- Neighborhoods: "Capitol Hill electrician"
- Landmarks: "plumber near Union Station"
- The famous "near me" searches (because typing your address is apparently too much work)
Service + Location Combos
This is where the magic happens:
- "Service + City": "roof repair Austin"
- "Service + Area": "landscaping North Denver"
- "Service + Zip Code": "electrician 80203"
Your Step-by-Step Research Process
1. Start With What You Actually Do
List every service your business offers. Be specific. Don't just write "plumbing" – write "toilet repair," "drain cleaning," "water heater installation," etc.
2. Spy on Your Competitors (Legally)
See what keywords your local competitors are ranking for. Tools like SEMrush and Ahrefs make this easy. If they're ranking for something, there's probably search volume for it.
3. Listen to Your Customers
Pay attention to how your customers describe your services. They might call it "fixing my garbage disposal" while you call it "waste disposal unit repair." Use their language, not yours.
4. Balance Volume and Competition
You want keywords with decent search volume but manageable competition. Going after "plumber" might seem like a good idea, but you'll be competing with every plumber in the universe.
5. Think About the Customer Journey
Create keywords for different stages:
- Awareness stage: "Signs I need a new furnace"
- Consideration stage: "Best HVAC companies Denver"
- Decision stage: "Emergency HVAC repair Denver"
The Power of Long-Tail Keywords
Don't overlook longer, more specific phrases. They might have lower search volume, but they often have higher conversion rates:
- "24 hour emergency plumber downtown Denver"
- "Licensed electrician residential Capitol Hill"
- "Affordable roof repair near me with warranty"
These people know exactly what they want. They're basically raising their hand and saying "I'm ready to buy."
Organizing Your Keyword Chaos
Once you have your keywords, organize them by:
- Service type (plumbing, electrical, HVAC, etc.)
- Location (city, neighborhood, service area)
- Search intent (informational, navigational, transactional)
- Competition level (easy wins vs. long-term goals)
The Reality Check
Here's what nobody tells you about keyword research: it's not a one-and-done activity. Language evolves, search trends change, and new competitors enter the market. What worked last year might not work this year.
Also, don't get so caught up in keyword research that you forget to actually optimize your website and create content. Research without action is just expensive procrastination.
If you're feeling overwhelmed by all this keyword detective work, our local SEO services include comprehensive keyword research and ongoing optimization. We handle the research so you can focus on serving the customers who find you.
Remember: The best keywords are the ones your customers actually use to find businesses like yours. Everything else is just noise.