How to Choose the Right Keywords (Without Losing Your Mind in a Tool Spiral)

Let’s get real: most keyword research advice out there focuses on tools, data, and spreadsheets. But when it comes to ranking on Google — especially for local service businesses — your brain is still your best tool.

If you're running a plumbing, roofing, handyman, or any other home service business, the question isn't “What keywords are trending?” It's: What would my best customer be searching for if they needed the exact service I want to offer?

This guide breaks down a no-nonsense, practical approach to keyword research that actually works — especially if you're trying to get more visibility on your Google Business Profile (formerly Google My Business).

Step 1: Think Like Your Customer (Bottom of the Funnel First)

When someone searches for “plumber near me,” they’re not researching plumbing theory. They’re looking to solve a problem right now.

That’s what marketers call “bottom of the funnel” intent — and it’s gold for service area businesses. They’re not just browsing, they’re ready to buy. So your first step is to sit in the shoes of your ideal customer and ask:

• What problem are they trying to solve?
  
  
• What language would they actually use?
  
  
• What would they type into Google if they were stressed, busy, or on their phone.

You probably already know this better than you think. If 40% of your margin comes from tankless water heater installs that only take half a day, you should absolutely be optimizing for “tankless water heater install near me.”

Step 2: Reverse-Engineer Your Competitors

Once you’ve listed the services you want to be known for, take a look at competitors in your area. What are they talking about online? What services are they highlighting? Sometimes you’ll get new ideas — but more often, you’ll confirm that most businesses aren't being intentional about this stuff.

If you're reading this, you’re already more strategic than most.

Step 3: Use Keyword Tools to Fill in the Gaps

Tools like Google Keyword Planner (free with a Google Ads account) and Ahrefs (paid, with $30 starter options) can help you expand your thinking and validate your intuition.

💡 But don’t fall down the rabbit hole. These tools are most helpful for:

• Brainstorming related search terms
  
  
• Finding longer-tail, question-based keywords
  
  
• Seeing how your website or competitors are currently ranking

Just remember: keyword tools are better for SEO and top-of-funnel discovery than for Google Business Profile optimization.

Step 4: Teach Google Who You Are (and What You Do)

Here’s the most important thing no one tells you: Google builds a profile of your business based on everything it can find — photos, posts, reviews, and more.

So instead of leaving it up to chance, take control:

✅ Post photos regularly (before/after jobs)
✅ Write short updates describing what you did (“Rental cleanup in Lincoln Park today”)
✅ Encourage reviews that mention specific services
✅ Repeat consistently

If every week you post a new update about “post-move-out cleaning in Lincoln Park,” Google will start to associate you with that exact service in that exact location. That’s how local SEO really works — not with a magic keyword, but with a body of evidence.

Bottom Line

Keyword research isn’t about tricks. It’s about knowing:

1. What your best customers want.
   
   
2. What kinds of jobs you want more of.
   
   
3. How to connect the two clearly, consistently, and locally.
   
   

If you do that — and keep showing up with proof — Google will start doing the work for you.