Research the primary and secondary keywords your target customers use to find businesses like yours.
Module 7 · Lesson 1
Local SEO Keywords
Research and apply local keywords to strengthen your Google Business Profile's relevance signals.
Learning Outcomes
Apply local keywords naturally throughout your Google Business Profile.
Understand the difference between short-tail and long-tail local keywords.
Use free keyword research tools to identify high-value search terms.
Key Concepts
Local Keywords vs. General Keywords
Local keywords include geographic modifiers that indicate search intent related to a specific location. "Plumber" is a general keyword. "Plumber Wellington" is a local keyword. "Emergency plumber Lower Hutt" is a long-tail local keyword. Local keywords are more specific, have lower competition, and convert at a much higher rate because they indicate the searcher is looking for a business they can actually use right now.
Keyword Research for Local Business
Start your keyword research by brainstorming: what does your business do, what problems does it solve, and what would a customer type into Google to find you? Then use these tools to expand your list:
Google Autocomplete: Type your business type into Google and note the autocomplete suggestions — these are real search queries from real users. Google's "People also search for": At the bottom of search results, Google shows related searches — these reveal keyword variations. Google Search Console: If you have a website, GSC shows the exact queries people use to find it. Google Keyword Planner: Free in Google Ads, shows search volumes and related terms. Ubersuggest or AnswerThePublic: Free tools that generate keyword ideas from a seed term.
Where to Use Keywords in Your Profile
Incorporate local keywords in: your business description (the most important placement), your service descriptions, your product descriptions, your Q&A answers, your Google Post text, and your review responses. Never force keywords — they must read naturally and provide value to the human reader first, Google second.
Long-Tail Keywords
Long-tail keywords (3+ words) have lower search volume but much higher conversion rates. "Wellington plumber" may have 1,000 monthly searches. "Emergency hot water cylinder replacement Wellington" may have only 50 — but those 50 people are highly likely to need your service urgently. Target long-tail keywords through your services list, Q&A and posts to capture this high-intent traffic.
Step-by-Step Practice
Create a keyword research document with three columns: Short-tail, Mid-tail and Long-tail keywords.
Use Google Autocomplete to find 10 related keyword variations for your business type.
Search Google Search Console (if you have a website) for the top 20 queries driving traffic to your site.
Map each keyword to where you will use it in your profile: description, services, posts, Q&A.
Update your business description to naturally include your top 3 local keywords.
Ian's practical tip: I have researched and documented 20 local keywords for my business. Keywords are mapped to specific locations in my profile. I have updated my description to include top keywords naturally. I understand the difference between short-tail and long-tail keywords.
Practical Activity
Complete and record this task
Never repeat a keyword more than naturally fits in any piece of content. Google's algorithm is sophisticated enough to detect keyword stuffing and will penalise profiles that appear to be gaming the system. Write for your customers first — if the content reads naturally to a human, the keywords will help, not hurt.