I used to think keyword research was complicated. Like, really complicated.
Then I started doing it for local businesses, and I realized it’s actually pretty straightforward once you understand what you’re looking for.
The landscape has changed a bit in 2025 though. People search differently now, and Google’s gotten smarter about understanding what searchers actually want. But the basics still work if you adapt them to how search works today. I got to learn a few tips while working at an SEO agency in Tampere, here I will just share my learning.
Here’s what I’ve learned about choosing keywords for local businesses.
Why Local Keywords Work Differently
When someone searches “coffee shop,” Google tries to show them coffee shops nearby. When someone in Tampere searches “kahvila” or “coffee shop Tampere,” they’re being even more specific about what they want.
That’s local search, and it’s where small businesses actually have a chance.
I was working on content for a business in Tampere recently, and we focused on super specific local keywords. Not just “digital marketing” but “SEO Tampere” and “website optimization Pirkanmaa.” Way less competition, way more relevant traffic.
The big companies go after broad keywords. Local businesses should go after local ones.
How Search Has Changed in 2025
Google’s AI updates mean it understands context better now. Someone searching “best pizza place open now” gets different results than someone searching “pizza delivery near me.”
The search intent is different, so Google shows different results.
This matters because you need to think about intent, not just keywords. What is someone actually trying to do when they search for this term? Are they looking to buy something? Learn something? Find a location?
I’ve also noticed voice search affecting things more. People talk to their phones differently than they type. “Where can I get my car fixed in Tampere” versus “car repair Tampere.” Both should probably be on your radar if you run an auto shop.
Starting With What You Actually Offer
This seems obvious, but a lot of businesses mess it up.
Start by listing your services in plain language. Not marketing language, not technical jargon. Just what you actually do.
If you’re a hair salon in Tampere, you might offer haircuts, coloring, styling, treatments. Write those down. Then think about how people actually search for those things.
Do they search “hair coloring” or “hair dye”? Do they search “haircut” or “hair salon”? Both? You need to know what language your customers use.
I spend time looking at Google autocomplete for this. Start typing your service into Google and see what it suggests. Those suggestions come from real searches people are doing.
Using Free Tools That Actually Help
You don’t need expensive software to do basic keyword research. I use free tools for most of my work.
Google Keyword Planner is free if you have a Google Ads account (which is also free to set up, you don’t have to run ads). It shows you search volume and competition levels for keywords.
Ubersuggest gives you a few free searches per day. Type in your main keyword and it shows you related terms people search for.
Google Search itself is underrated for this. Search your main keyword and scroll to the bottom. There’s a “Related searches” section showing you what else people look for.
I also check “People also ask” boxes in search results. Those questions tell you what your potential customers want to know.
Local Modifiers That Matter in 2025
Adding your city or region to keywords is basic local SEO, but it still works.
“Plumber” versus “plumber Tampere” versus “plumber Hervanta.” Each one is more specific and probably easier to rank for.
But in 2025, you also need to think about how people phrase things naturally. “Plumber in Tampere” or “Tampere plumber” or “plumbers near me in Tampere.” Google understands all of these, but having natural variations in your content helps.
I’ve been testing content with neighborhood names too. If you serve specific areas of a city, mention those neighborhoods. Someone in Kaleva looking for a service might search “coffee shop Kaleva” instead of “coffee shop Tampere.”
The more specific you can be while still having search volume, the better.
Search Volume vs Competition
Here’s something I learned the hard way: high search volume doesn’t always mean good keyword.
A keyword with 10,000 monthly searches sounds great. But if 500 established websites are competing for it, you’re not ranking anytime soon.
A keyword with 200 monthly searches and low competition? That’s actually useful. Rank for ten of those and you’ve got real traffic.
I look for keywords where the search volume is decent (even if it’s just 50-100 searches a month) and the competition is manageable. For local businesses, that usually means adding local modifiers.
“Digital marketing” has massive search volume and massive competition. “SEO Tampere” has way less volume but also way less competition. Guess which one a local business has a better shot at ranking for?
Understanding Search Intent in 2025
Google cares a lot about matching search results to what someone actually wants.
If someone searches “how to fix a leaky faucet,” they want information, not a plumber. If they search “emergency plumber near me,” they want to hire someone right now.
Your content needs to match the intent behind the keyword.
I categorize keywords into a few types now. Informational (people learning), navigational (people looking for a specific site), transactional (people ready to buy), and commercial (people comparing options before buying).
For a local business, you want to focus on transactional and commercial intent keywords. Those are the people actually looking to hire you or buy from you.
Long-Tail Keywords Are Your Friend
Long-tail keywords are longer, more specific phrases. They have lower search volume but higher intent.
“Restaurant” is a short keyword. “Italian restaurant with gluten-free options in Tampere” is long-tail.
The long-tail keyword gets way fewer searches, but the people searching it know exactly what they want. If you’re an Italian restaurant with gluten-free options in Tampere, that’s your ideal customer.
I focus on long-tail keywords for local businesses because they’re easier to rank for and they bring in better traffic. Someone searching a specific phrase is more likely to convert than someone searching a broad term.
What I Actually Do When Researching Keywords
Here’s my process, step by step.
I start with the business and list their main services. Then I think about how customers would search for each service. I write down every variation I can think of.
Next, I check those keywords in Ubersuggest or Google Keyword Planner. I’m looking for search volume (is anyone actually searching this?) and competition (can we realistically rank for it?).
I look at what’s currently ranking for those keywords. If the top results are all huge national companies, that keyword might be too competitive. If I see other local businesses ranking, that’s a good sign.
Then I look for related keywords and long-tail variations. Google’s suggestions, “People also ask” boxes, and the related searches section all help with this.
Finally, I pick 5-10 keywords to focus on. Not 50, not 100. Just a handful that are relevant, have decent search volume, and seem achievable.
Where to Actually Use Your Keywords
Finding keywords is only half of it. You need to use them in the right places.
Page titles are huge. If you’re targeting “bakery Tampere,” that phrase should be in your page title.
Headings matter too. Use your keywords in H1 and H2 tags naturally.
In the actual content, use keywords naturally. Don’t stuff them in every sentence. Just write naturally about your topic and include the keyword a few times where it makes sense.
URL structure helps. A page about your services in Tampere should have a URL like “yoursite.com/services-tampere” not “yoursite.com/page-2.”
Meta descriptions don’t directly affect rankings in 2025, but they affect whether people click your result. Include your keyword there too.
Mistakes I See Local Businesses Make
Going after keywords that are too broad. “Marketing” is not a realistic keyword for a local agency. “Marketing agency Tampere” is.
Ignoring search volume completely. Just because you think a keyword is good doesn’t mean anyone searches for it. Check the data.
Keyword stuffing. Writing “Tampere bakery best bakery Tampere bread Tampere” doesn’t work. It actually hurts you. Write naturally.
Only targeting one keyword per page. You can target a main keyword and several related ones on the same page. Just keep it natural.
Forgetting about mobile search. Most local searches happen on phones now. Your keywords should reflect how people search on mobile.
Keeping Up With Changes
Search keeps evolving. What works today might work differently next year.
I try to stay updated by checking search results for my target keywords every few months. Are the same types of pages ranking? Have the results changed? That tells you what Google values for that keyword.
Google Search Console (free tool) shows you what keywords you’re already ranking for. Sometimes you’re ranking for things you didn’t even target. Those are opportunities to optimize further.
The basics stay consistent though. Understand your customers, research what they search for, create good content around those topics, and make sure your technical SEO is solid.
Local keyword research in 2025 isn’t that different from 2024 or 2023. The tools are a bit better, Google’s a bit smarter, but the fundamentals are the same.
Find what your customers search for, target those terms realistically, and create content that actually answers their questions or solves their problems.
That’s it. No secrets, no hacks. Just solid research and good content.
