How to do local keyword research in 2025?

In today’s digital landscape, businesses aren’t just competing online; they’re competing locally too. Whether you run a café, a dental clinic, or a tradie service, the way customers search has changed dramatically. People no longer type in vague terms; instead, they use specific, conversational queries that reveal clear intent. To keep up, brands need a fresh approach to keyword research that reflects how Australians actually search in 2025.

This shift means businesses must go beyond basic keywords and think about the context behind every search. It’s not just about ranking for “what” people search, but also understanding the “why” and “where.” By aligning your keyword strategy with customer intent, location nuances, and natural language patterns, you can position your brand as the most relevant option right when customers are ready to act.

Why Does Local Keyword Research Matter in 2025?

Local keyword research has never been more important. Search behaviour continues to evolve, and with the rise of voice search, AI-powered assistants, and mobile-first browsing, people now search in more conversational and location-specific ways. Businesses that adapt to these patterns gain a clear competitive edge.

Example 1: Instead of typing “plumber Sydney,” a user might ask, “Who’s the best emergency plumber near me in Parramatta?”
Example 2: A café owner may discover that potential customers are searching “best brunch in Melbourne CBD today” rather than just “Melbourne café.”

In 2025, local keyword research isn’t about chasing broad, high-volume terms; it’s about identifying intent-rich queries that mirror how people actually search. The goal is to capture the micro-moments when a customer has an immediate need and wants a fast, relevant answer, whether that’s booking a same-day dentist appointment, ordering takeaway nearby, or finding the closest petrol station open late. By optimising for these intent-driven searches, businesses can attract qualified, ready-to-convert traffic.

But the benefits go beyond visibility. Local keyword insights also shape your broader content and marketing strategy. When you understand the exact phrases customers use, you can craft blog posts, FAQs, service pages, and even social content that speaks their language. This not only improves search rankings but also builds trust, because customers feel understood. Over time, aligning your messaging with real search behaviour turns casual visitors into loyal, repeat clients.

How can you identify local search intent?

To succeed in local SEO, it’s crucial to distinguish between general intent and location-specific intent. Search intent reveals what users truly want, and in 2025, Google has become even more advanced at detecting whether a query carries local intent.

How to identify intent:

• Look for phrases that include “near me,” suburb names, or city references.

• Consider device usage; most local searches now happen on mobile devices or via voice assistants.

• Analyse Google’s autocomplete suggestions and People Also Ask results to uncover intent-rich keyword opportunities.

Example 1: A fitness studio targeting “yoga classes Brisbane” may uncover variations such as “yoga near South Bank” or “yoga studios open now.”
Example 2: A tradie service might find queries like “24-hour electrician North Shore,” which clearly signal urgent, high-conversion intent.

In summary: By identifying search intent, you can focus on the phrases that matter most, those that attract qualified local customers, rather than wasting resources on irrelevant or low-value traffic.

What tools help with local keyword research in 2025?

The tools available in 2025 combine traditional SEO data with AI-driven insights. They make it easier to uncover long-tail queries and understand local demand.

Recommended tools:

• Google Keyword Planner – Still valuable for base-level volume and cost-per-click data.

• Google Business Profile Insights – Shows what search terms people used to find your business listing.

• AI-powered platforms – Provide location filters, competitor analysis, and intent-based suggestions.

• Voice search analysis tools – Newer platforms reveal how users phrase spoken queries.

Example 1: A dentist in Perth could use Google Business Profile Insights to see that “emergency dentist Perth” drives the most discovery.

To sum up, tools in 2025 are smarter, faster, and more context-aware, giving businesses deeper insights into customer search behaviour.

How do competitors influence your keyword strategy?

Competitor research remains a powerful way to refine local keyword strategies. By analysing what competitors rank for, you can spot gaps and opportunities.

Steps to use competitor insights:

1. Check their Google Business Profile keywords.

2. Analyse their top-performing blog content and landing pages.

3. Track which location-based queries they dominate.

Example 1: A boutique hotel in Cairns may notice that a rival ranks for “family-friendly accommodation Cairns” but not “eco-friendly stays Cairns,” leaving an opening.
Example 2: A landscaping business in Perth may find that a competitor ranks for “retaining walls Perth” but not “sustainable landscaping Perth,” offering a chance to stand out.

In short, competitor insights show you where to focus energy and how to capture searches your rivals are missing.

How do you apply local keywords effectively?

Finding keywords is only half the job; applying them strategically ensures results. Placement must feel natural and align with the user experience.

Where to apply keywords:

• On-page elements – Title tags, headings, and meta descriptions.

• Content – Service pages, blogs, and FAQs written with local context.

• Google Business Profile – Regular updates with posts that use natural local language.

• Reviews and testimonials – Encourage customers to mention location-specific details.

Example 1: A bakery in Hobart could publish a blog post titled “Where to Find the Best Sourdough in Hobart’s CBD”, targeting both keywords and local pride.
Example 2: A physiotherapy clinic in Newcastle may optimise a service page with headings like “Sports Injury Treatment in Newcastle” to directly match user searches.

To wrap up, applying keywords with intent-driven, user-first content ensures both search engines and potential customers recognise your local relevance.

FAQ

What is local keyword research in SEO?
It’s the process of finding and targeting search terms that people in a specific location use when looking for products or services.

How has local keyword research changed in 2025?
With AI, voice search, and smarter algorithms, it now focuses more on conversational, intent-driven queries rather than just high-volume terms.

Should small businesses still do keyword research?
Yes, it helps ensure they show up when local customers search for their services, often at the exact moment they’re ready to buy.

Can I rank for multiple suburbs or regions?
Yes, by creating tailored service pages and content for each suburb or area, while ensuring the information remains unique and relevant.