How to do keyword research for a local business
A simple keyword research process for local businesses: finding what customers search for, judging intent and choosing which pages to build.
Step 1: list what you sell and where
Write down every service and the suburbs or cities you want work from. This becomes your starting map.
Step 2: find the real phrases
Customers often use different words to you. A plumber says “hot water unit replacement”; a customer types “hot water not working”. Use a keyword tool, Google autocomplete and the ‘People also ask’ box to find real phrases.
Step 3: judge intent
Search your phrase and look at page one. Service pages? Guides? Map results? Your page needs to match what Google already rewards.
Step 4: weigh volume against value
A low-volume search like “switchboard upgrade cost Box Hill” can be worth more than a vague high-volume one, because the person is close to buying.
Step 5: map keywords to pages
Give each page one main theme and a handful of close variations. Commercial searches go to service or location pages; questions go to guides.
Step 6: revisit
Search behaviour changes. Review your map every few months against Search Console data.
Frequently asked questions
What are long-tail keywords?
Longer, more specific searches with lower volume and usually clearer intent, like ‘emergency plumber Epping Sunday’.
Which keyword tool should I use?
Google’s free tools are a good start. Paid tools like Semrush add volume, difficulty and competitor data.
How many keywords should one page target?
One main theme with close variations. Different intents deserve different pages.
