Stop guessing what people search for. Here's how to find the exact keywords that drive leads in your area.
Keyword research for local service businesses is fundamentally different from general SEO keyword research. You're not trying to rank nationally for broad terms - you're trying to capture the specific searches people in your area make when they need your services right now.
Start with Google's Keyword Planner (free with a Google Ads account). Enter your core service plus your location and it will show you monthly search volumes. 'Plumber Manchester' might get 2,400 searches per month, while 'emergency plumber Stockport' gets 210. Both are valuable but require different strategies.
Don't overlook long-tail keywords with lower volume but higher intent. 'Boiler repair engineer Manchester no call out fee' might only get 50 searches per month, but every one of those searchers is ready to book. These longer, more specific queries often have less competition and higher conversion rates.
Use Google's autocomplete and 'People also ask' features to discover queries you might not have considered. Type your service into Google and note the suggestions. Search for your competitors and see which keywords they rank for. Check AnswerThePublic for question-based queries that make excellent FAQ content or blog topics.