If you run a local service business, you know how important it is to show up when people in your area search for what you offer. But how do you make sure your business pops up in those crucial local searches? The answer: keyword research. Let’s walk through how you can find the right local keywords, use them naturally on your website, and keep track of what’s working, all without sounding like a robot.
Find Out What Your Neighbors Are Searching For
Think about how you search for services in your neighborhood. You probably type something like “best electrician near me” or “emergency plumber in [Your Town].” These are the kinds of phrases you want your business to show up for.
Here’s how to find those magic keywords:
- Mix and match your services and locations. List your main services and the areas you serve. Combine them: “roof repair in [City],” “pest control [Neighborhood],” etc.
- Spy on your competitors (in a good way). Google your services in your area. Which words do the top results use? Take notes!
- Use free keyword tools.
- Google Keyword Planner lets you see how often people search for your service + location combos.
- Google Trends shows which searches are getting popular in your area.
- Answer the Public reveals the questions people in your town are actually asking about your services.
By focusing on these specific, location-based terms, you’ll be speaking the same language your customers use when they’re ready to hire.
Work Those Keywords Into Your Website (Without Sounding Weird)
Now that you have your list, it’s time to sprinkle those keywords throughout your website—but do it in a way that feels natural. Nobody likes reading a page that’s just a jumble of keywords.
Here’s where to put your local keywords:
- Page titles and meta descriptions: These show up in search results, so make sure they include your main local keyword (like “Plumber in Springfield | 24/7 Service”).
- Headings and subheadings: Use your local keywords where it makes sense, but keep it conversational.
- Service area pages: If you serve multiple towns or neighborhoods, create a page for each one with unique content.
- Throughout your content: Mention your local keywords naturally as you describe your services and experience.
- Image alt text: If you have photos of your work in a specific area, describe them using local keywords.
The key is to sound like a real person talking to your neighbors, not a robot trying to game Google.
Keep an Eye on What’s Working
SEO isn’t a one-and-done job. People’s search habits change, and so does Google. Keep checking in to see what’s working and what’s not.
- Track your rankings and traffic: Use free tools like Google Analytics and Google Search Console to see which keywords are bringing people to your site.
- Look for new trends: Google Search Console can show you new search phrases people are using to find you.
- Update your content: If certain keywords are working well, create more content around those topics. If others aren’t performing, try targeting different locations or services.
Staying on top of these trends will help you keep attracting new local customers, even as search habits evolve.
Free Tools to Get You Started
You don’t need to spend a fortune to get started with local keyword research. Try these:
- Google Keyword Planner: Find search volume and keyword ideas for your area.
- Google Trends: See which services are trending locally.
- Answer the Public: Discover real questions people in your area are asking about your services.
Final Thoughts
Using local keywords is one of the best ways to help your service business get found by the right people in your community. Focus on what your neighbors are searching for, work those phrases naturally into your website, and keep an eye on your results. With a little effort and the free tools above, you’ll be well on your way to standing out in local search—and winning more business from your neighbors.
Ready to get started? Your next customer could be searching for you right now!
