How to choose keywords for a local service business

For a local business, the best keywords aren’t the ones with the biggest search volume. They’re the ones typed by people who are ready to book. Here’s a simple way to find them.

Start with what customers actually say

Write down the words customers use when they call or email you. A customer rarely asks for “residential electrical services”. They ask for “an electrician to fix a power point” or “someone to install downlights”. Those phrases are your starting list.

Add location and intent

Local searches usually include a place or an implied place. Combine your services with the suburbs and regions you serve, and with intent words like “near me”, “cost”, “emergency” or “best”.

Check what Google already shows

Search each phrase yourself. If the results are dominated by directories and map listings, you’ll need a strong Google Business Profile as well as a good page. If they’re mostly how-to articles, the searcher probably wants information rather than a quote, so that phrase suits a blog post better than a service page.

Group keywords into pages

Give each core service its own page, and target a small group of closely related phrases on each one. Avoid creating separate pages that target almost identical terms, because they end up competing with each other.

Measure and adjust

Once your pages are live, Google Search Console shows the exact searches that trigger your site. Review it every month. You’ll often find valuable phrases you never thought of, and those are easy wins to add to your pages.

Want help putting this into practice? Talk to us about local SEO.