Choosing the right keywords is the foundation of every successful local SEO strategy. Whether you run a service-based business, local shop, medical practice, law firm, or home service company, your ability to rank depends heavily on how well you identify and target the search terms your ideal customers use.
Local SEO has become more competitive than ever, which is why relying on guesswork is no longer enough. You need a structured keyword research process—one that blends search intent, local relevance, long-tail keyword opportunities, competitive research, and user behavior.
This guide will walk you step-by-step through how to choose the best keywords for your local business. If you're completely new to SEO, you can first review our Local Business SEO Guide for a foundational understanding.
1. Understand What Makes Local Keywords Unique
Local keywords differ from traditional SEO keywords because they include geographic intent. Local customers aren’t just searching for “plumbers” or “dentists”—they are searching for:
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“plumber in Lagos”
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“emergency electrician near me”
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“best dentist in Miami”
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“restaurant in Victoria Island”
These phrases show clear buying intent, which means ranking for them can bring immediate results.
To understand how local search works at a deeper level, explore What Is Local SEO – The Complete Guide.
2. Start With Seed Keywords
Seed keywords are the broad terms that describe your main products or services. These form the base of your keyword research.
Examples:
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Plumber → plumbing services, leak repair, drain cleaning
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Dentist → teeth whitening, dental implants, root canal treatment
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SEO agency → SEO services, local SEO, website optimization
Write down every product, service, or industry term your business covers. These will later expand into more specific long-tail and local keywords.
3. Analyze Search Intent
Google’s goal is to match users with the most relevant content based on intent. Before selecting a keyword, determine whether the user wants:
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Information → “how to fix a leaking pipe”
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A service provider → “plumber near me”
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A specific product → “AC repair service cost”
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To take action → “book pest control service”
Most local businesses should prioritize commercial and transactional keywords since these drive leads and sales.
4. Expand Keywords Using Location Modifiers
Location modifiers help you turn broad keywords into targeted local ones.
Examples:
Service + City
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“SEO agency in Lagos”
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“HVAC repair Miami”
Service + Neighborhood
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“plumber in Ikoyi”
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“lawyer in Coral Gables”
Service + Nearby Phrase
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“electrician near me”
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“best dermatologist nearby”
These phrases typically have high commercial intent, making them excellent for your homepage and service pages.
5. Use Long-Tail Keywords for Easier Rankings
Long-tail keywords are longer, more specific, and less competitive. They also convert better because they reflect specific needs.
Examples:
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“affordable SEO services for small businesses”
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“emergency water damage restoration in Miami”
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“best dentist for kids in Lagos Island”
Want to understand how keyword opportunities differ across competitors? Use our detailed guide on Keyword Gap in SEO to discover keywords your competitors rank for—but you don’t.
6. Analyze Competitors Using Keyword Gap Research
Competitor analysis is one of the most effective keyword discovery methods.
A keyword gap analysis helps you uncover:
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Keywords competitors rank for
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Keywords you rank for but need improvement
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New opportunities competitors haven’t optimized well
You can learn the full process inside the Keyword Gap Guide.
This strategy alone can uncover hundreds of high-intent keywords relevant to your location and services.
7. Use Keyword Tools to Validate Your List
Once you’ve built a list of potential keywords, use tools to measure:
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Search volume
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Competition level
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Keyword difficulty
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Trends and seasonality
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User intent patterns
Helpful tools include:
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Google Keyword Planner
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Ahrefs
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SEMrush
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Google Trends
These tools help ensure that you target keywords people are truly searching for—not just what you think they’re searching for.
8. Organize Keywords by Search Intent and Page Type
For best results, categorize keywords based on where they will be used on your website:
Homepage keywords
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Main service
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Primary location
Example:
“Lagos SEO Agency,” “SEO services Lagos”
Service page keywords
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Specific offerings
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Variants of that service
Example:
“Local SEO services,” “local business optimization,” “SEO for small businesses”
For guidance on optimizing SEO elements properly, see the SEO Checklist for 2026.
Blog post keywords
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Informational and long-tail questions
Example:
“how to choose keywords for a local business”
This structure ensures no keyword overlaps or competition between your own pages.
9. Optimize for Google Business Profile Keywords
Many local businesses overlook the fact that Google Business Profile (GBP) pulls keyword signals from:
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Business description
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Posts
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Services section
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Customer reviews
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Q&A section
You can learn how GBP influences local rankings in the Google Business Profile Guide.
Use keywords naturally—never stuff them.
10. Measure Performance and Adjust
Once you start ranking, monitor key metrics:
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Search impressions
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Clicks and CTR
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Leads or calls generated
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Ranking positions on Google
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Traffic from local queries
Use tools like:
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Google Search Console
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Google Analytics
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Local rank trackers
If certain keywords aren’t performing, refine your content, improve your backlinks, or choose alternative long-tail variations.
For a comprehensive strategy, check the SEO for Local Business homepage.
Conclusion
Choosing the best keywords for your local business is not guesswork—it’s a process that requires understanding your audience, analyzing competitors, using long-tail keywords, optimizing your website, and refining your strategy over time.
By following the steps in this guide and leveraging resources like the Keyword Gap Guide, Local SEO Guide, and SEO Checklist for 2026, you can build a keyword strategy that drives consistent traffic, higher rankings, and more customers.
If direction is needed on implementing these keywords into your site’s architecture, on-page SEO, or GBP optimization, explore our expert resources at SEO for Local Business.