Local Keywords vs Branded Keywords: Which Should You Target First?

Here's a question that comes up constantly when we're working with small business owners: "Which keywords should I actually be targeting?"

And it's a good question. Because the wrong answer can waste months of your time chasing searches that never turn into customers.

There are two main types of keywords that matter for local businesses: local keywords and branded keywords. They work differently, they attract different types of customers, and they need different strategies.

Let's break it down—and more importantly, let's figure out which one should be your priority right now.

What Are Local Keywords?

Local keywords are searches that include a location element. They're what people type when they're actively looking for a service in their area.

Examples:

• "Plumber in Manchester"

• "Emergency electrician near me"

• "Best accountant Bristol"

• "Dog groomer Kent"

• "Window repairs London"

• "SEO services Essex"

These keywords are intent-rich. Someone typing "plumber in Manchester" isn't just researching. They're looking to hire. Today. Or very soon.

That's why local keywords are gold for small businesses.

What Are Branded Keywords?

Branded keywords are searches that include your actual business name or variations of it.

Examples:

• "ABC Plumbing Manchester"

• "ABC Plumbing reviews"

• "ABC Plumbing phone number"

• "ABC Plumbing emergency"

People searching branded keywords already know you exist. They're either:

• Checking your reviews before they call

• Looking for your phone number or address

• Comparing you against other options they've heard about

• Trying to find your website

Branded keywords have very high intent to convert. But here's the thing—if no one knows your business exists, nobody's searching for it.

The Key Difference in Customer Journey

This is where it gets interesting.

Local keywords bring in cold traffic. These are people who don't know you yet, but they need what you offer. You're competing with other businesses they've never heard of either. You win by ranking well and having good reviews.

Branded keywords bring in warm traffic. These are people who've already heard of you (through word of mouth, a friend's recommendation, or your existing marketing). They're doing a final check before they hire you.

Both are important. But they serve different purposes.

So Which Should You Target First?

Here's the honest answer: it depends on where you are right now.

Target Local Keywords First If:

✅ You're new to the business (less than 2 years in)

✅ You have fewer than 10 Google reviews

✅ You're not currently getting consistent customer inquiries

✅ You don't have a strong referral network yet

✅ You want to build a larger customer base faster

Why? Local keywords are how you build awareness and get your first customers. You need that initial momentum.

Target Branded Keywords First If:

✅ You already have a solid referral network

✅ You're getting 5+ customer inquiries per week

✅ You have 20+ good reviews

✅ You're struggling to convert the leads you do get

✅ You want to protect your reputation online

Why? If you're already getting leads, optimizing for branded keywords ensures you convert them. You're not leaving money on the table.

The Real Strategy: Do Both (But Prioritise)

Here's what actually works for most small business owners: target local keywords aggressively, then layer in branded keywords once you're winning locally.

Think of it like this:

Months 1-6: Focus 80% of your effort on local keywords. You want to show up when someone searches "services in [your area]." You're building awareness and getting your first customers.

Months 6-12: You've got some momentum. Now start building presence for branded keywords. You want people who know your name to easily find you online.

Month 12+: You're running on both cylinders. Local keywords bring in new customers. Branded keywords convert the people already interested in you.

What Does This Actually Look Like? Let's Use an Example

Let's say you're a local electrician in Colchester.

Months 1-3: Local Keyword Focus

Your strategy:

• Optimise your website for "emergency electrician Colchester," "electrician near me," "24-hour electrician Essex"

• Get your Google Business Profile ranking well for these searches

• Create blog content around local keywords: "Why You Need an Electrician Before Winter in Colchester," "Best Time to Upgrade Your Electrics (Essex Homes)"

• Build local citations (Yell, Checkatrade, local directories)

• Generate reviews to improve your local ranking

Result: You start appearing in the top 3-5 for local searches. You get customer inquiries.

Months 3-6: Layer in Reviews and Branded

By now, you've got a few happy customers and maybe 8-10 reviews. Now you start:

• Optimizing for "Colchester Electrician [Your Name]"

• Creating content around your brand: "Meet the Team," case studies, testimonials

• Setting up social proof (reviews, testimonials on your website)

• Making sure your branded search results are stellar

Result: When someone who heard about you from a friend searches your name, they find you immediately and see you're trustworthy.

Month 6+: Compound

Now both are working:

• Local keywords bring in new customers you've never heard of

• Branded keywords convert the people in your network

• Your reviews and authority keep building

• You're getting referrals AND search traffic

The Keywords You Should Target (Practical Steps)

For Local Keywords, Research These:

1. Service + Location: "Plumber Bristol," "Accountant London," "Dog groomer Essex"

2. Service + Near Me: "Plumber near me," "Emergency dentist near me," "Accountant near me"

3. Service + Urgency: "Emergency electrician," "Urgent plumber," "24-hour locksmith"

4. Best/Top + Service + Location: "Best plumber Bristol," "Top accountant London"

5. Local Modifiers: Include specific neighbourhoods, postcodes, or nearby towns

How to find these: Google your service + location and see what comes up. That's what people are already searching for. Use tools like Google Keyword Planner (free) or Ahrefs to see search volume.

For Branded Keywords, Target:

1. Business name + location: "[Your Business] Bristol"

2. Business name + service: "[Your Business] plumbing"

3. Business name + reviews: "[Your Business] reviews"

4. Business name + phone/address: "[Your Business] phone number"

A Word on Competition

Here's something important: local competition is your friend.

If you search "plumber near me" and 30 businesses show up, that's actually good. It means there's demand. You don't want to be the only plumber in your area—you want to be the top plumber.

Competing for local keywords is competitive. But the customers you win are real customers in your area who need your service right now.

Competing for branded keywords is much easier (nobody else is searching your business name). But if nobody knows your business exists, it doesn't matter if you rank #1 for your name—nobody's searching for it.

The Common Mistake (And How to Avoid It)

The biggest mistake we see: businesses chasing branded keywords from day one.

They spend months optimising for "[Business Name] [Location]" and wonder why they're not getting leads. Well... nobody knows your business name yet. You're ranking #1 for a search that doesn't exist.

Don't do this. Build your reputation and awareness first (local keywords). Then protect and optimize it (branded keywords).

Where Most Businesses Get Stuck

Here's the thing about keyword strategy: it's not just about choosing the right keywords. It's about:

• Finding keywords with actual search volume in your area

• Understanding which ones convert best

• Optimising your website for them (technically and content-wise)

• Building authority so you actually rank

• Continuously monitoring and adjusting

Most small business owners:

• Pick random keywords they think sound good

• Sprinkle them on their website and hope for the best

• Wonder why nothing's happening after 2 months

• Give up

Or they do endless keyword research and never actually implement anything.

Both approaches waste time.

What Actually Works

The businesses that win locally are the ones with a clear keyword strategy:

1. Pick 5-10 local keywords to focus on

2. Optimise your website and Google profile for these keywords

3. Create content around these keywords

4. Build citations and reviews to build authority

5. Monitor your rankings and adjust

It's straightforward. But it does require consistency and knowing which keywords actually matter for your business in your area.

How We Help

If you've read this and you're thinking "I have no idea which keywords I should target," or "I've been trying but I'm not ranking," or "I don't have time to figure this out and implement it," that's where we come in.

Our local SEO service includes:

• Keyword research specific to your business and area

• Website optimisation to rank for the keywords that convert

• Content strategy that targets local keywords and builds authority

• Ongoing monitoring to see what's working and adjust

We know which keywords in your area have real demand. We know how competitive they are. We know which ones will convert to customers. And we optimize everything to rank for them.

The result? You show up when people search for what you offer in your area. You get more inquiries. You get more customers.

If you'd like a free keyword analysis—to see which keywords you should be targeting and where you stand compared to your competitors—book a call with us. We'll show you the opportunities you're probably missing.

Want to do this yourself? Start by Googling your service + location. See what comes up in the top 10. Those are the keywords you should be targeting. Pick your top 5, add them to your website, and create content around them.

Want expert guidance? Let's talk. We've helped dozens of local businesses build keyword strategies that actually work.