Keyword research is the foundation of every SEO strategy. Get it right, and everything else — content, on-page optimization, link building — falls into place. Get it wrong, and you're optimizing for searches nobody makes or terms you can't realistically rank for.
Understanding keyword intent
Not all keywords are created equal. "What is local SEO" is informational — the searcher wants to learn. "Local SEO services Reno" is commercial — they're evaluating options. "Hire SEO consultant Reno NV" is transactional — they're ready to buy. Target a mix, but prioritize commercial and transactional keywords for service pages.
Finding local keywords
Start with your services
List every service you offer. For each one, add location modifiers: "plumbing repair Reno," "plumber Sparks NV," "emergency plumber near me." These are your seed keywords.
Use Google's own tools
Type your seed keywords into Google and note the autocomplete suggestions. Check "People Also Ask" boxes. Scroll to related searches at the bottom. These are real queries real people make.
Study your competitors
Which keywords are your top-ranking competitors targeting? What pages do they have that you don't? Tools like Ahrefs and Ubersuggest can reveal this, but even manual Google searches show you what's working.
Evaluating and prioritizing keywords
For each keyword, consider search volume (how many people search for it), competition (how hard it is to rank), relevance (how closely it matches your business), and intent (how likely the searcher is to become a customer). The best keywords have decent volume, manageable competition, high relevance, and strong commercial intent.
The long-tail advantage
"Plumber Reno" has high volume but intense competition. "Emergency water heater repair South Reno" has lower volume but much less competition and higher intent. For small businesses, long-tail keywords are often where the real opportunity lives.