Most business owners think local SEO means adding their city name to keywords. I can't tell you how many Australian business owners I've met who think local SEO is just about slapping their suburb name onto whatever keywords they can think of. "Plumber Bondi." "Electrician Melbourne." Done, right?
Wrong. So very wrong.
The businesses that are actually crushing it in local search? They're doing something completely different. Real local keyword research goes deeper.
What Local Keyword Research Really Is (And Why Most People Get It Wrong)
Local keyword research isn't just about finding search terms. That's part of it, but when you're dealing with Australian markets, you're dealing with something way more complex.
Australia's massive, but most of us live in these weird urban pockets. Someone in Chermside isn't going to call a tradie from the Gold Coast, even though they're technically in the same state. Distance matters here, maybe more than anywhere else in the world.
So when I talk about local keyword research, I'm really talking about understanding how Australians actually search for stuff when they need it fixed, cleaned, built, or sorted out. We have our own colloquialisms, shorthand, local landmarks, and even our own most common spelling errors.
The goal isn't to rank for "electrician Sunshine Coast" - though that'd be nice. It's to figure out how someone in Forest Glen searches at 5pm when their water is running cold. Because I guarantee you, they're not typing "licensed electrical professional Sunshine Coast."
Why Traditional SEO Doesn't Cut It for Local Businesses
I used to think SEO was SEO, you know? Optimise for keywords, build some links, job done. But local search is its own beast entirely.
Traditional SEO is like trying to appeal to everyone. You're competing globally, or at least nationally. Your content needs to work for someone in Perth just as well as someone in Cairns. It's broad, it's generic, and honestly, it's getting harder every year.
Local SEO though? It's the complete opposite. You're trying to become the obvious choice for people in a specific area. Google cares about where you are, where your customers are, and how relevant you are to that particular slice of geography.
Here's what really matters for local search:
- Your Google Business Profile (this one really, really matters)
- How close you are to the person searching
- Whether you actually understand the local area and its problems
- How much the local community trusts you
The proximity thing is huge in Australia. I've seen businesses with ordinary websites and basic SEO absolutely dominate their local area just because they're physically in the right spot. Meanwhile, big companies with amazing SEO struggle to break into suburbs where they don't have a physical presence.
The Numbers Don't Lie (But They're Not the Whole Story)
Let me throw some stats at you, because they paint a pretty clear picture:
- 98% of consumers used the internet to find information about local businesses in 2022, up from 90% in 2019 (BrightLocal)
- 94% of calls to local businesses from Google Business Profile happen on weekdays (BrightLocal)
- 72% of consumers that did a local search visited a store within five miles (HubSpot)
But here's what those numbers don't tell you - and this is where I think a lot of business owners go wrong. They see these stats and think, "Right, I need to be on Google Maps." Which is true, but it's like saying you need flour to make bread. It's necessary, but it's not the recipe.
The real insight is in understanding why proximity matters so much to Australians. We're spread out. We're time-poor. And we've all had the experience of calling a business only to find out they're on the other side of the city and won't come out for anything less than a massive job.
The Google Map Pack: Your New Best Friend (Or Worst Enemy)
When someone searches for a local service, Google shows results in a pretty predictable order. You've got ads at the top (which most people skip), then the Map Pack - that's the three local businesses with their little map pins. Then there's usually some "People also ask" stuff, and finally the regular website results.
That Map Pack is pure gold. I've watched businesses double their leads just by getting into those top three spots. The click-through rates are insane compared to regular search results.
But here's the catch - getting into the Map Pack isn't just about SEO anymore. It's about proving to Google that you're genuinely the best local option for that particular search. And Google's getting scary good at figuring out which businesses actually serve their local communities well.
TLDR;
Search for "chiropractor Brisbane" and most of the time you'll see:
1 - Paid ads at the top
2 - Google Map Pack (3 local businesses)
3 - "People also ask" questions
4 - Regular website results
The Map Pack gets the most clicks from customers you actually want. That's where you want to be.
How Australians Actually Search (Spoiler: It's Not How You Think)
Google ranks local businesses using three factors:
Relevance: How well you match the search
Distance: How close you are to the searcher
Prominence: How well-known you are (reviews, links, citations)
This might surprise you, but Australians are incredibly specific with their location searches. I've analysed thousands of search queries, and the pattern is clear - we don't just search for "electrician Sydney." We search for "electrician Bondi" or "electrician near Central Station."
Why? Because we understand geography. We know that Sydney's massive, and an electrician in Penrith isn't going to help someone in Manly. We've learned to be specific because we've been burned before by businesses that say they serve "Sydney" but actually mean "Sydney, if you're willing to pay triple for travel time."
This creates a huge opportunity for local businesses. Instead of trying to compete for "plumber Melbourne" against every plumber in the city, you can dominate "plumber Carlton" or "plumber South Yarra." Smaller pond, easier to be the big fish.
The Three Things That Actually Matter for Local Keywords
The businesses winning at local search focus on three key areas. Most people get caught up in tools and tactics, but these three things are what actually move the needle.
Understanding Your Local Market (Really Understanding It)
This goes way beyond demographics. Sure, knowing the average income and age of your target suburb is useful. But the businesses that dominate local search understand the culture, the problems, and the way people think in their area.
Eastern suburbs Sydney and outer western Sydney might both be "Sydney," but they're completely different markets. The way people search, what they prioritise, how they make decisions - it's all different. And Google can tell when your content genuinely speaks to a local community versus when you're just keyword stuffing with suburb names.
I remember working with a plumber who started writing about the specific plumbing issues in heritage-listed homes around Paddington. His traffic exploded, not because he was targeting high-volume keywords, but because he was solving real problems that other plumbers weren't even acknowledging existed.
Geographic Problem Mapping
This is where it gets interesting. Every area has its own problems. Coastal suburbs deal with salt corrosion. New developments have builder-grade fixtures that fail predictably. Heritage areas have century-old pipes that need specialists.
The smartest businesses I work with create content around these location-specific problems. They're not just competing for "plumber" searches - they're owning "heritage home plumbing" and "salt corrosion repair" and "new development warranty work."
Google loves this approach because it's genuinely helpful. And customers love it because they feel like they've found someone who actually understands their specific situation.
Strategic Geographic Targeting
Here's something most people get wrong - they either think too big or too small with their geographic targeting.
Think too small, and you're fighting for scraps in a tiny market. Think too big, and you're David trying to take down Goliath with a plastic spoon.
The sweet spot? Start with suburbs where you have a genuine proximity advantage, then expand strategically as you build authority. A plumber based in Newtown has a natural advantage for "plumber Newtown" searches. Once you own that, you can start targeting adjacent areas.
My Step-by-Step Process (The One I Actually Use)
Alright, let's get practical. This is the exact process I use when I'm helping Australian businesses figure out their local keyword strategy.
Step 1: Get Really Clear on Who and Where
Before you touch any keyword tools (and honestly, you might not need them at all), you need to understand your business boundaries.
Who's your ideal customer? And I don't mean "homeowners aged 25-55." I mean, what's their day like? What problems keep them up at night? How do they talk about those problems?
Where can you realistically compete? This isn't about where you want to work - it's about where you can actually win. If you're a one-person electrical business in Fremantle, you're probably not going to dominate "electrician Perth" anytime soon. But "electrician Fremantle"? That's totally achievable.
Step 2: Research Like You're Moving to the Area
This step separates the pros from the amateurs. You need to understand your target areas like you're planning to move there.
What's the demographic makeup? Are we talking young families, retirees, students, professionals? Each group searches differently and has different priorities.
What types of properties are we dealing with? Heritage homes have different problems than new apartments. Knowing this influences everything from your keyword targeting to your service offerings.
What's the local culture like? Some areas are very community-focused, others are more transient. This affects how people choose service providers and what kind of content resonates.
I spend time in local Facebook groups, read local newspapers (the digital kind, obviously), and if I can, even drive around the areas I'm targeting. It sounds excessive, but the insights you get are invaluable.
Step 3: Listen to How Locals Actually Talk
This is crucial, and it's something keyword tools can't tell you. How do people in your target area actually describe their problems?
Join local Facebook community groups. Read the posts where people are asking for recommendations. Pay attention to the language they use. Someone posting "Need someone to fix my ducted heating, it's making a weird noise" is using very different language than "Seeking HVAC maintenance professional."
Check out Gumtree and Facebook Marketplace in your area. See how people are advertising similar services. This gives you insight into local terminology and pricing expectations.
The goal is to understand the natural language patterns of your target market. Because when your content matches how people actually talk, Google notices.
Step 4: Use Tools (But Don't Rely on Them)
Now you can break out the keyword research tools. But honestly, by this point, you probably already have most of the insights you need.
For free research, Google's your best friend:
- Google Keyword Planner gives you basic search volumes
- Google Autocomplete shows you what people are actually searching for
- Google Trends helps you understand seasonal patterns
- Google Search Console shows you the queries that people are using to find your pages
If you want to invest in paid tools, SEMrush and Ahrefs are solid choices. They'll give you more detailed data and competitor insights.
But here's the thing - I've seen businesses succeed with nothing but Google's free tools and good local knowledge. The tools are helpful, but they're not magic.
Step 5: Organise Your Keywords Strategically
Once you have your keyword list, you need to organise it in a way that actually helps your business grow.
I group keywords by:
- Search intent (are people researching, comparing, or ready to buy?)
- Service type (different services, different pages)
- Geographic area (suburb-level, region-level, city-level)
- Competition level (quick wins vs. long-term targets)
The goal is to create a roadmap. You want to know which keywords to target first, which pages to create, and how everything fits together.
Free vs. Paid Tools (And What You Actually Need)
The SEO industry loves to sell expensive tools. And some of them are genuinely useful. But I've helped plenty of small Australian businesses dominate their local markets using nothing but free tools and smart thinking.
Free Tools That Actually Matter
Google Keyword Planner is basic, but it's reliable. You'll get search volume ranges and related keyword suggestions. For most local businesses, that's enough to get started.
Google Trends is underrated. It shows you seasonal patterns and regional variations. If you're a pool cleaner, knowing that searches spike in September/October is worth its weight in gold.
Google itself is your best research tool. Search your target keywords. See who's ranking. Look at their content. Pay attention to the autocomplete suggestions and related searches.
When Paid Tools Make Sense
If you're managing multiple locations, paid tools become more valuable. If you're in a competitive market, the competitor analysis features are helpful. If you're an agency or consultant, the client reporting features justify the cost.
But for most local businesses? Start free, prove the concept, then upgrade if you need more data.
The Mistakes That Kill Local SEO Efforts
I've seen the same mistakes over and over again. Some of them seem obvious when I point them out, but they're surprisingly common.
Mistake #1: Generic Location Targeting
Adding your suburb name to generic keywords isn't a strategy. "Accountant Brisbane" tells me nothing about why I should choose you over the hundreds of other accountants in Brisbane.
Instead, think about what makes your service unique in that specific location. Are you the only accountant in Brisbane who specialises in creative industries? Are you the only one who offers weekend appointments? That's your angle.
Mistake #2: Ignoring Your Physical Advantages
If you're based in the heart of Bondi, you have a natural advantage for "electrician Bondi" searches. Don't waste time trying to compete for "electrician Sydney" until you've absolutely dominated your local area.
Physical proximity is a ranking factor you can't fake. Use it.
Mistake #3: Competing at the Wrong Level
I see businesses make two opposite mistakes here. Either they target areas so small that there's no search volume, or they immediately go after city-wide keywords where they have no chance of competing.
The sweet spot is usually suburb-level targeting when you're starting out. There's enough search volume to matter, but not so much competition that you'll never rank.
Mistake #4: Seasonal Blindness
Australia has distinct seasons, and many services have seasonal patterns. Pool maintenance spikes in summer. Heating repairs spike in winter. Garden services have their own rhythm.
If you're not planning for these patterns, you're missing massive opportunities. And you're probably scrambling every year when demand suddenly spikes.
Mistake #5: Copy-Paste Content
Creating the same content for different suburbs and just changing the suburb name doesn't work anymore. Google's too smart for that.
Each location page needs to address the specific characteristics of that area. Different problems, different solutions, different local references.
Actually Using Your Keywords (The Part Most People Skip)
Having a list of keywords is one thing. Actually implementing them effectively is something else entirely.
Your Google Business Profile is Everything
Your Google Business Profile is probably more important than your website for local search. And your keyword research should directly inform how you optimise it.
Your business description should naturally include your target keywords, but more importantly, it should address the specific problems you solve for your local community.
Create separate services for different keyword categories. Don't just list "plumbing services" - list "blocked drain repair," "hot water installation," "emergency plumbing," etc.
Regular posts are gold. Use them to target specific keyword opportunities, share local projects, and demonstrate your community involvement.
Website Content That Actually Works
Your website needs location-specific pages, but they need to be genuinely useful, not just keyword stuffing exercises.
Each location page should address the specific characteristics of that area. If you're targeting heritage suburbs, talk about heritage-specific issues. If you're targeting new developments, address new construction problems.
Create content around the problems you identified in your research. Don't just talk about your services - talk about the local issues those services solve.
Building Local Authority
This is the long-term game. You want to become known as the local expert, not just another service provider.
Reference local events and news. Showcase local projects. Get involved in community discussions. Build relationships with other local businesses.
When Google sees that you're genuinely part of the local community, it rewards that with better rankings.
Tracking What Actually Matters
Most businesses track the wrong metrics. They obsess over keyword rankings and organic traffic, but ignore the metrics that actually drive revenue.
What to Actually Track
Phone calls from local search are pure gold. If your local SEO is working, your phone should be ringing more.
Google Business Profile views and interactions tell you if your local presence is growing.
The geographic breakdown of your website traffic shows if you're attracting visitors from your target areas.
Conversion rates by location help you understand which areas are most profitable.
The Long Game
Local SEO isn't a set-and-forget strategy. Markets change, competitors come and go, and search behaviour evolves.
I recommend quarterly reviews of your keyword performance and annual strategic assessments. But the day-to-day work is about consistently demonstrating your local expertise and community involvement.
The Real Secret (It's Not What You Think)
After all this talk about keywords and tools and strategies, here's the real secret to local SEO success: genuinely caring about your local community.
The businesses that dominate local search aren't just optimising for algorithms. They're solving real problems for real people in their area. They understand their community's needs, they speak their language, and they build genuine relationships.
Google's algorithms are getting better at recognising this authenticity. You can't fake genuine local expertise anymore. But if you have it, if you really understand and serve your community, local SEO becomes much easier.
Your keyword research should be about understanding how your community searches for solutions to their problems. Your content should address those problems specifically. Your optimisation should make it easy for locals to find and choose you.
Do that consistently, and the rankings will follow. Because at the end of the day, Google wants to show people the most relevant, helpful results. And if you're genuinely the best local option for your target keywords, Google will figure that out eventually.
The question is: are you ready to put in the work to become that obvious local choice?