Keyword research is the foundation of every successful local marketing strategy. By understanding exactly what your potential customers are typing into Google, you can optimise your website to appear right when they are ready to book, buy, or visit your Brisbane storefront.
Why Local Keyword Research Matters
For an Australian small business, generic keywords like "plumber" are far too competitive and often irrelevant. You don't need traffic from Perth if you're based in Paddington. Local keyword research allows you to find high-intent customers in your specific service area, reducing your marketing spend while increasing your conversion rates.
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Prerequisites
Before you begin, ensure you have the following:- A Google Account (to access free tools).
- A basic list of your core services.
- A list of the suburbs or regions you serve (e.g., Fortitude Valley, North Lakes, Gold Coast).
- Access to a spreadsheet (Google Sheets or Excel).
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Step 1: Brainstorm Your Seed Keywords
Start by listing the core services you offer. Don't worry about being fancy; think about how a regular person would describe what you do. Example: If you run a landscaping business, your seed keywords might be landscaping, garden design, paving, turf laying, and retaining walls.Pro Tip: Ask your front-of-house staff or check your recent enquiry emails. What words do your customers actually use? They might say "fix a leaky tap" rather than "residential hydraulic maintenance."
Step 2: Create Your "Service + Location" Matrix
Local SEO is built on the combination of what you do and where you do it. Open your spreadsheet and create two columns. Column A is your services; Column B is your target suburbs. Screenshot Description: A spreadsheet with 'Service' in Column A (e.g., Dentist) and 'Location' in Column B (e.g., Chermside, Brisbane CBD, Ascot).Combine these to create your primary targets, such as "Dentist Chermside" or "Emergency Dentist Brisbane."
Step 3: Use Google Suggest for "Hidden" Gems
Go to Google and start typing one of your service keywords followed by a location. Do not press enter. Google will provide a dropdown of suggestions. These are based on real searches by other users. What you should see: As you type "Electrician Brisbane...", you might see suggestions like "Electrician Brisbane Northside" or "Electrician Brisbane 24 hours."Step 4: Analyse the "People Also Ask" Section
Perform a search for one of your main terms. Scroll down to find the "People Also Ask" (PAA) box. This is a goldmine for content ideas. If people are asking "How much does a retaining wall cost in Queensland?", creating a blog post answering that question will drive highly qualified local traffic to your site.Step 5: Set Up Google Keyword Planner
Log into your Google Ads account. Even if you aren't running ads, you can use the Keyword Planner for free.- Click 'Tools and Settings' > 'Planning' > 'Keyword Planner'.
- Select 'Discover new keywords'.
- Crucial Step: Change the location settings from 'Australia' to your specific city or region (e.g., Brisbane City). This ensures the search volume data is relevant to your local area.
Step 6: Identify Search Volume and Competition
Enter your list from Step 2 into the Keyword Planner. Look for keywords with:- High Search Volume: People are searching for it.
- Low to Medium Competition: It's easier to rank for.
- High Top of Page Bid: If businesses are paying a lot for these clicks in ads, the keyword likely leads to actual sales.
Step 7: Spy on Your Local Competitors
Search for your primary service in Google and see who appears in the 'Map Pack' (the top 3 local listings). Visit their websites. What words are they using in their page titles and headings? If the top-ranking plumber in Brisbane uses the term "Blocked Drain Specialist," you should probably consider targeting that too.Step 8: Look for "Near Me" Variations
Google automatically handles many "near me" searches based on the user's GPS location. However, it’s still helpful to see the volume. You don't necessarily need to write "Plumber Near Me" all over your site, but ensuring your Google Business Profile is complete will help you capture this traffic.Step 9: Categorise by Intent
Not all keywords are equal. Categorise your list into:- Buying Intent: "Emergency locksmith Brisbane" (They need help NOW).
- Research Intent: "Best types of fencing for QLD weather" (They are planning for the future).
Focus your main website pages on buying intent keywords first.
Step 10: Map Keywords to Your Pages
Assign one primary keyword to each page on your website.- Homepage: Your main service + city (e.g., Accountants Brisbane).
- Service Pages: Specific service + city (e.g., Tax Returns Brisbane).
- Location Pages: If you have multiple offices, create a page for each (e.g., Accountants Ipswich).
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Common Mistakes to Avoid
- Targeting too broad: Don't try to rank for "Lawyer" across all of Australia. You will waste time and money.
- Ignoring Suburbs: Many Brisbane locals search by suburb (e.g., "Cafe Bulimba") rather than just "Cafe Brisbane."
- Keyword Stuffing: Never just list keywords at the bottom of your page. Write for humans first, search engines second.
- Forgetting your ABN: While not a keyword, ensure your ABN and contact details match your Google Business Profile exactly—this builds local trust with Google.
Troubleshooting
- "Keyword Planner shows zero volume": Don't panic. Local search volumes can be small. If you know people need the service, it's still worth targeting. Even 10 searches a month can mean 2-3 high-value clients.
- "I'm ranking, but not in the Map Pack": This usually means your Google Business Profile (GBP) needs work. Ensure your Name, Address, and Phone number (NAP) are consistent across the web.
- "My competitors are too big": Focus on "Long-tail keywords." Instead of "Real Estate Agent," try "Property Management for Investment Units in South Brisbane."
Next Steps
Once you have your list of keywords, it's time to put them to work. Your next task is to update your website's meta titles and headers with your new terms.Need a hand finding the high-profit keywords your competitors are missing? The team at Local Marketing Group can run a comprehensive local audit for you. Contact us today to get started.