How to Choose Keywords for Local Businesses

Local keyword research focuses on intent and proximity. The goal is not just traffic: it's qualified visits and bookings from customers in your service area. This guide shows a step-by-step approach and a simple template you can use immediately.

Types of local intent

• Navigational: users searching for a specific business (e.g., “Joe's Pizza near me”).
• Informational: queries about hours, costs, or services (e.g., “pizza delivery times”).
• Transactional: high-conversion queries (e.g., “order pizza next to [neighborhood]”).

Step-by-step process

1. Seed list: list core services + primary locations (e.g., “HVAC repair + [city]”).
2. Expand: add modifiers: “near me”, “price”, “best”, “emergency”, service + neighborhood.
3. Validate: check volume vs intent with tools (Google Keyword Planner, GSC, or an SEO tool you use).
4. Map: assign each keyword to the best page (homepage, service page, location page, blog).

Page mapping examples

• Homepage — brand + primary service keywords
• Location pages — service + neighborhood (high priority)
• Service pages — deep intent, service details and CTAs
• Blog — informational queries that feed service pages

On-page signals for local intent

• NAP (Name, Address, Phone) structured on every location page
• LocalBusiness schema for each location
• Customer reviews embedded and review schema
• Clear opening hours and booking contact

Tracking & optimization

Monitor local performance with GSC (queries), Google Business Profile insights, and conversion tracking for calls/visits. Iterate: if a keyword drives visits but not bookings, adjust page CTAs or content to match intent.

Quick template (seed → map)

Service: [plumbing]
  Locations: [Downtown], [Northside]
  Keywords:
  - plumbing near me (map to: homepage/local landing)
  - emergency plumber downtown (map to: Downtown location page)
  - water heater repair price (map to: service page)
  

Follow this process for each service and location. Consistent mapping + correct local schema and reviews leads to measurable local visibility and higher-quality leads.