Local keywords are search terms with geographic intent
Explicit keywords include a place name (“plumber Bristol”), while implicit keywords rely on Google detecting the searcher’s location
Start by listing your services, then add location modifiers for every town and area you serve
Free tools like Google Keyword Planner and Google Search autocomplete provide enough data to build a solid keyword list
Use your local keywords across your website, page titles, and Google Business Profile for maximum visibility
You want customers in your area to find your business when they search online. But if you’re targeting broad terms like “accountant” or “hairdresser”, you’re competing with thousands of businesses across the country.
Your website stays buried while competitors in your town take all the enquiries.
Local keyword research changes this.
It helps you discover the exact phrases people in your area type into Google when looking for businesses like yours. Instead of fighting for national rankings you’ll never win, you focus on terms that connect you with customers who can actually walk through your door or book your services.
This guide walks you through finding local keywords that work for your business, using free tools and straightforward methods.
By the end, you’ll have a practical approach to keyword research that brings local customers to you.
Table of Contents
What Are Local Keywords and Why Do They Matter?
Local keywords are search terms that signal geographic intent. They tell Google the searcher wants results from a specific area rather than from anywhere in the world.
When someone types “dentist near me” into Google, they want options close by, not results from across the country.
That’s local intent in action. Research shows that 46% of all Google searches have this local focus, making it one of the most valuable types of traffic for small businesses.
Local keywords combine a service or product with a location.
“Electrician in Manchester”, “wedding photographer Edinburgh”, and “solicitor near Leeds” are all local keywords.
They’re more specific than generic terms, which means less competition and higher quality visitors who are genuinely looking for businesses they can use.
For UK small businesses, ranking for the right local keywords often matters more than appearing for broader national terms. A café in York doesn’t need to rank nationally for “coffee shop”. It needs to appear when someone in York searches for somewhere to grab a flat white.
Understanding Explicit vs Implicit Local Intent
Google recognises local search intent in two distinct ways. Understanding both helps you target the full range of searches your potential customers make.
Explicit Local Keywords
These include a location name directly in the search term. “Boiler repair Bristol“, “accountant in Guildford“, and “hair salon near Clapham Junction” are explicit local keywords.
Explicit keywords are easier to identify and target because the location is stated clearly. You know exactly which area to optimise for, and you can create content specifically addressing that location.
When building your keyword list, explicit keywords form your foundation. They’re the terms where you have most control over appearing in results.
Implicit Local Keywords
These searches don’t mention a location at all. Someone searching “plumber” or “coffee shop near me” isn’t typing their town name, but Google still knows they want local results.
Google uses the searcher’s IP address, device location, and search history to deliver nearby options. That’s why two people searching for “bakers” in different cities see completely different results.
You can’t optimise for implicit keywords in the same way as explicit ones. Instead, you make sure Google knows your business location through your Google Business Profile, website address information, and local citations.
When Google understands where you operate, you appear for implicit local searches in your area automatically.
Related: What Are Long-Tail Keywords
Step-by-Step: How to Find Local Keywords for Your Business
Finding local keywords doesn’t require expensive software or technical expertise. A methodical approach using free tools gives you everything you need.
Start with Your Services
Begin by listing every service or product your business offers. Be specific.
If you’re a plumber, don’t just write “plumbing”. Include individual services:
- boiler repair
- emergency plumber
- bathroom installation
- drain unblocking
- leak detection
Think about how customers describe what they need. They might search “fix leaking tap” rather than “tap repair services”. Use everyday language rather than industry jargon.
This list becomes the foundation of your keyword research. Each service generates multiple local keywords once you add location ‘modifier’ words.
Add Location Modifiers
Combine your services with the places you serve.
If you’re an electrician in Birmingham, you’d create terms like “electrician Birmingham”, “emergency electrician Solihull”, and “rewiring specialist in Sutton Coldfield”.
Don’t limit yourself to your main town or city. Include:
- Surrounding towns and villages you travel to
- Neighbourhoods and districts within larger cities
- Colloquial names locals actually use
- Postcodes for highly specific targeting
Pay attention to how locals describe areas. Someone might search “plumber South Manchester” rather than “plumber Didsbury”, even though both refer to the same place. Include variations that match how real people talk about your area.
Use Free Research Tools
Once you have a list of potential keywords, use free tools to check search volumes and find additional ideas.
Google Keyword Planner shows how many people search for specific terms each month. Set your location to the UK or your specific region for relevant data. You’ll need a Google Ads account to access it, but you don’t have to run any adverts.
Google Search autocomplete reveals what people actually search for. Start typing your service and location, then note what Google suggests. These suggestions come directly from real searches people make.
People Also Ask boxes in search results show related questions. These highlight topics and variations people search for around your main keywords.
Google Trends helps you spot seasonal patterns. Some local searches spike at certain times of year. “Garden landscaper” searches increase in spring, while “boiler repair” peaks in autumn and winter.
Google Search Console is a goldmine if you already have a website. It shows exactly which search terms are bringing up your site in results, including your average position for each. Look for local keywords where you’re appearing on page two or three (positions 11-30). These are terms Google already associates with your business but where you’re not ranking well enough to get clicks. A bit of focused optimisation on these terms often delivers quick improvements because you’re building on existing relevance rather than starting from scratch.
Paid tools like Ahrefs or SEMrush offer more detailed data if you want it, but the free options provide enough information for most small businesses to build an effective keyword list.
How to Check if Local Keywords Are Worth Targeting
Not every keyword deserves your attention.
A few quick checks help you focus on terms that will actually bring customers.
Search Volume Considerations
Local keywords do have lower search volumes than national terms. That’s normal.
Let’s look at a quick example:
- mortgage broker (13,000 searches pm)
- mortgage broker london (1,300 searches pm)
- mortgage broker in kent (30 searches pm)
Don’t just dismiss keywords because their search volume seems low.
Twenty searches per month from people in your town who need your service are more valuable than two thousand searches from people scattered across the country.
Consider conversion potential alongside volume. Specific terms like “emergency locksmith Reading” suggest someone who needs help immediately and is ready to act.
These high-intent keywords often convert better than broader terms with higher volumes.
Competition Assessment
Search your potential keywords and look at the results. Who currently ranks? Are they big national companies or local businesses similar to yours?
Check the local pack (the map results showing three business listings).
If it’s dominated by well-established competitors with hundreds of reviews, ranking there will take more effort. If the businesses showing are poorly optimised with incomplete profiles, you have an opportunity.
Look at the organic results below the map.
Can you create something more helpful and specific to your area? Generic pages from national directories often rank by default. A well-optimised local page with genuinely useful content frequently outperforms them.
Where to Use Your Local Keywords
Finding keywords is the first step. Using them effectively across your online presence is what actually improves your visibility.
On Your Website
Page titles and meta descriptions should include your primary local keyword for each page. Your homepage might target your main service and location, while individual service pages target specific offerings in specific areas. This is On-Page SEO.
Website content should mention your location naturally. Don’t force keywords awkwardly into every paragraph. Write helpful content that references where you operate and the areas you serve as part of normal, readable sentences. Case studies can really help here.
Headings offer another opportunity. An H2 like “Boiler Repair Services in Bristol” tells both Google and visitors exactly what the page covers and where you operate.
On Your Google Business Profile
Your Google Business Profile directly affects whether you appear in local pack results and “near me” searches. Include relevant keywords in your business description, service descriptions, and regular posts.
When customers leave reviews, the natural language they use often includes keywords that help your visibility. A review mentioning “fantastic emergency plumber in Headingley” reinforces your relevance for those terms.
Through Location Pages
If you serve multiple areas, create separate location pages for each significant town or district.
A plumber covering South Wales might have dedicated pages for Cardiff, Newport, Swansea, and Barry.
Each page targets that specific location with unique, genuinely helpful content about serving customers there.
Related: How to Use Google Search Console: A Guide for Business Owners
Common Local Keyword Research Mistakes to Avoid
Some approaches waste time or actively harm your local visibility.
Avoid these common errors.
Targeting only high-volume generic terms leaves you competing against national companies with massive budgets. You’ll never rank for “accountant UK”, but you can absolutely rank for “accountant Guildford”.
Ignoring how locals describe areas means missing valuable searches. Businesses often target “South London” when locals search for specific neighbourhoods like “Brixton” or “Peckham”. Use the names your actual customers use when describing where they live and work.
Keyword stuffing damages your rankings and makes your content unreadable. Mentioning “plumber Leeds” fifteen times on a single page doesn’t help you rank better. It makes Google suspicious and puts off potential customers who land on your site.
Forgetting your Google Business Profile undermines everything else. Your profile directly affects whether you appear in local pack results, which often sit above standard organic results. Keep it complete, accurate, and regularly updated.
Creating thin location pages backfires. If you serve ten towns and create ten nearly identical pages with only the place name changed, Google recognises this as low-quality content. Each location page needs genuinely unique, useful information.
Getting Started with Your Local Keyword Research
Local keyword research forms the foundation of any effective local SEO strategy.
Without knowing what your potential customers search for, you’re guessing where to focus your efforts.
Start simple.
List your services, add your locations, and use free tools to check volumes and find variations. You don’t need expensive software or technical expertise. You need a systematic approach and willingness to think like your customers.
The businesses appearing at the top of local search results aren’t there by accident. They’ve researched what people search for and optimised their online presence accordingly.
Your next step: Open a spreadsheet and list every service you offer.
Then list every area you serve. Combine them systematically, check the search volumes using Google Keyword Planner, and you’ll have a local keyword list that targets the customers you actually want.
If you’d rather have expert help with your local SEO, our Local SEO Services include keyword research, Google Business Profile optimisation, and everything else you need to appear when local customers search for your services.
Frequently Asked Questions
Local keywords are search terms that indicate geographic intent. They connect searchers with businesses in their specific area. Examples include “dentist in Manchester”, “café near me”, or “plumber in SW1”. Google uses these terms to show results relevant to a particular location rather than displaying businesses from across the country.
Regular keywords target searches regardless of location, competing nationally or internationally. Local keywords target people searching within a specific geographic area. “Accountant” is a regular keyword with massive competition. “Accountant Brighton” is a local keyword with far fewer competitors and traffic from people who can actually become your customers.
No. Free tools provide enough data for most small businesses. Google Keyword Planner shows search volumes when you set it to your target location. Google Search autocomplete reveals real suggestions based on actual searches. Paid tools offer additional features, but they’re not essential for effective local keyword research.
Google Keyword Planner shows estimated monthly searches. Set your targeting to the UK or your specific region for relevant data. Local search volumes are naturally lower than national terms. A keyword with 50 monthly searches in your town can be more valuable than a national keyword with 5,000 searches you’ll never rank for.
You don’t need to write “near me” on your pages. Google handles these searches using the searcher’s actual location, not by matching the phrase on websites. Instead, make sure Google knows where you operate through your Google Business Profile, consistent address information, and local citations.
Create separate location pages for each significant area you serve. Each page needs unique, helpful content relevant to that specific location. Avoid duplicating content and simply swapping place names. Google recognises thin, templated location pages and may not rank them well.
Yes. Some local searches have clear seasonal patterns. “Garden landscaper” searches increase in spring, “boiler service” peaks before winter, and “accountant” spikes around tax deadlines. Google Trends helps you spot these patterns so you can time content and promotions accordingly.
Ignoring them entirely. Many small businesses target broad national keywords they’ll never rank for while overlooking local terms with genuine potential. The winning approach: research what local customers actually search for, then create helpful content that naturally incorporates those terms across your website and Google Business Profile.
Search Console shows which search terms are already bringing your website up in Google results, even if you’re not ranking on page one. Filter by queries containing your location name to find local keywords Google already associates with your business. Focus on terms where you’re ranking in positions 11-30 with decent impressions. These are quick wins because Google already sees you as relevant. A bit of targeted optimisation often moves these onto page one faster than targeting brand new keywords.