Local Keywords: How to Choose the Ones That Bring Clients to Your Business

📑 Article contents

What are local keywords and why are they your best investment
The 4 types of local keywords you need to know
How to find local keywords for free: step-by-step guide
Where to place your keywords so Google ranks you
Mistakes that ruin your local keyword strategy
Frequently asked questions

If you're a freelancer in the Valencian Community and want your clients to find you on Google, it all starts with choosing the right local keywords. There's no point having the best website in the world if nobody finds it when searching for 'plumber in Elda' or 'dentist in Alicante'.

What are local keywords and why are they your best investment

Local keywords are the terms people type into Google when searching for a service in a specific area. According to Google, 46% of all searches have local intent, and 76% of mobile searchers visit a business within 24 hours.

The 4 types of local keywords you need to know

Service + City (plumber Valencia), Service + Neighbourhood (electrician Ruzafa), Service + Modifier (urgent locksmith Alicante) and Informational queries (how much does a bathroom renovation cost in Elda). Each type attracts clients at different decision stages.

How to find local keywords for free: step-by-step guide

Use Google Autocomplete in incognito mode, related searches at the bottom of Google, the 'People also ask' section, Google Keyword Planner (free with an Ads account) and analyse what your competition does. In less than an hour you'll have your list.

Where to place your keywords so Google ranks you

The 7 key places: page title, H1, meta description, H2 headings, first paragraph, URL and image alt text. Don't repeat the same keyword — use natural variations.

Mistakes that ruin your local keyword strategy

Choosing overly generic terms, not including your city, using the same keyword on every page, ignoring long tail keywords and not measuring results with Google Search Console.

Choosing the right keywords is the first step in any local SEO strategy. Start with 5 service + city terms, expand with neighbourhoods and variations, and measure results with Search Console.

Frequently asked questions

What are local keywords?

Local keywords are search terms that include a geographic location or a local intent — electrician in Valencia or emergency plumber Alicante, for example. Google uses them to show relevant results to people looking for services near them. They are the foundation of local SEO for any freelancer wanting customers in their area.

How many local keywords does my business need?

For a freelancer with a local business, between 10 and 20 well-chosen keywords are enough to start. Quality matters more than quantity: every keyword should reflect a search your potential customers genuinely make. Begin with five main keywords — your service plus your city — and expand with variations and neighbourhoods.

Which free tools can I use to research keywords?

The best free tools are: Google Autocomplete (type your service and look at the suggestions), Google Keyword Planner (you need a Google Ads account, but you do not have to spend anything), Google Trends for comparing terms, the related searches at the bottom of a Google page, and AnswerThePublic for common questions. With those five you can do professional keyword research without spending a penny.

How often should I review my keywords?

Ideally every three to six months. Search trends shift with the seasons — air conditioning Valencia climbs in summer — and with new fashions and technologies. Your competition evolves too. Use Google Search Console to see which terms already generate impressions for you, and adjust your strategy to the real data.

Where should I place keywords on my website?

The most important places are: the page title (the title tag), the H1 heading, the meta description, the H2 headings, the first paragraph of the content, the alt text of your images and the URL. Do not force the same keyword in repeatedly; use natural variations. Google values content that is useful to the reader, not content saturated with keywords.

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