Local vs National Keywords: Which Should Your Business Target?

Not All Keywords Are Created Equal

When you're planning your online marketing — whether that's SEO, Google Ads, or both — one of the most important decisions is whether to target local or national keywords. Get this wrong and you'll either waste budget reaching the wrong people or miss out on the customers right on your doorstep.

This guide explains the practical differences between local and national keywords, when to use each, and what UK service businesses should prioritise.

What Are Local Keywords?

Local keywords include a geographic element. They signal that the searcher wants something nearby.

Explicit local keywords contain a place name:

• "Solicitor in Manchester"
• "Emergency plumber Leeds"
• "Wedding photographer Kent"

Implicit local keywords rely on Google's location detection:

• "Plumber near me"
• "Best coffee shop"
• "Car garage open now"

When someone searches an implicit local keyword, Google uses their device location to show nearby results. The intent is clearly local, even without a place name.

What Are National Keywords?

National keywords have no geographic qualifier. They target a broader audience across the entire country (or beyond).

• "How to fix a leaking tap"
• "Best accounting software"
• "What does a solicitor do"
• "Boiler replacement cost"

These searches may come from anywhere in the UK. The searcher might be researching rather than ready to buy, and they're not necessarily looking for a local provider.

The Key Differences

Cost Differences in Google Ads

The cost difference between local and national keywords can be substantial. Here are some realistic UK examples:

Plumbing Keywords

Accounting Keywords

The pattern is consistent across industries: local keywords often cost less per click while delivering higher conversion rates. You're paying less to reach people who are more likely to become customers.

Conversion Rate Differences

This is where local keywords really shine for service businesses.

Someone searching "plumber in Sheffield" has a problem, they've identified the solution (hire a plumber), and they've told Google where they are. They're at the bottom of the buying funnel.

Someone searching "how to fix a leaking tap" may be considering a DIY approach. Even if they eventually hire a plumber, they're much earlier in their journey.

Typical Conversion Rates by Keyword Type

These are approximate ranges and vary by industry, but the pattern holds. Local, intent-driven keywords convert at multiples of national, informational ones.

When to Target Local Keywords

Local keywords should be your primary focus if:

• You serve a defined geographic area — plumbers, electricians, solicitors, restaurants, cleaners, dentists, estate agents
• Your customers need to be nearby — they visit your premises or you visit theirs
• You're a small business competing against other small businesses — local search is a fairer playing field than national search
• You want leads, not just traffic — local searchers are closer to a purchasing decision
• Your budget is limited — local keywords give you more leads per pound spent

Local Keyword Strategy

1. Start with your core service + main town/city — "Electrician in Nottingham"
2. Expand to surrounding areas — "Electrician in West Bridgford," "Electrician in Beeston"
3. Add service variations — "Rewiring Nottingham," "EICR certificate Nottingham"
4. Target "near me" searches — These are captured through your Google Business Profile and local landing pages rather than explicit targeting
5. Create location-specific landing pages — A dedicated page for each area you serve. See our guide on creating effective local landing pages.

When to Target National Keywords

National keywords make sense if:

• You operate nationwide — e-commerce, SaaS, online services
• You want to build authority and brand awareness — content marketing, thought leadership
• You're targeting informational queries — creating helpful content that builds trust before someone is ready to buy
• You've already captured your local market — and want to expand

The Content Marketing Angle

For local businesses, national keywords can still play a supporting role through content marketing. Writing blog posts that answer common questions — "How much does a new boiler cost?" or "What to look for in an accountant" — attracts traffic from broader searches.

While most of these visitors won't be local, a percentage will be. And even non-local visitors help build your website's authority, which indirectly supports your local rankings.

The key is not to spend your primary marketing budget on national keywords. Use them for content creation alongside your core local strategy.

The Hybrid Approach

Most UK small businesses benefit from a combined strategy:

Paid Advertising (Google Ads)

Focus your budget on local keywords. These deliver the best return because you're reaching people who are ready to hire and are in your area.

• Target your service area with location settings
• Bid on "[service] + [location]" keywords
• Use "near me" and location-specific ad copy
• Send traffic to relevant local landing pages rather than your homepage

Organic Search (SEO)

Split your effort:

• 70% local — Optimise your Google Business Profile, build local citations, create location pages, collect reviews
• 30% national — Create helpful blog content targeting informational queries that demonstrate your expertise

This hybrid approach captures the high-intent local searchers who'll become customers now, while building a content base that attracts future customers over time.

Common Mistakes to Avoid

Targeting National Keywords on Google Ads With a Local Budget

If you're a plumber in Bristol spending £500/month on Google Ads, targeting "plumber UK" is a waste. You'll get clicks from all over the country from people you can't serve. Stick to Bristol and surrounding areas.

Ignoring "Near Me" Searches

"Near me" searches have grown enormously in the UK. You don't target these with traditional keyword matching — you capture them by having a well-optimised Google Business Profile and relevant website content. If your GBP and local SEO are weak, you're invisible for these high-intent searches. Our guide on how to show up on Google Maps for free covers how to fix that.

Trying to Rank Nationally Too Soon

National SEO is a long game that requires significant content creation and link building. If you're a new or small business, you'll see returns from local SEO much faster. Get your local presence established first, then expand.

Neglecting Your Google Business Profile

Your GBP is how you appear in Maps results and local pack listings. No amount of website SEO compensates for a neglected profile. If you haven't optimised yours, start with our complete Google Business Profile guide.

Making Your Decision

For the vast majority of UK service businesses — trades, professional services, hospitality, health and beauty, property services — local keywords should be your primary focus. They're cheaper, they convert better, and they connect you with the people most likely to become paying customers.

Use national keywords as a supplement through content marketing, not as your core strategy. The exception is if you genuinely serve customers nationwide, in which case a national approach makes sense.

If you're unsure which keywords to target or how your current strategy is performing, get in touch for a free audit. We'll analyse your keyword targeting, competitor landscape, and local market to build a strategy that focuses your budget where it'll have the most impact.

Explore by Area

Builders: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham

Electricians: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham

Landscapers: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham

Browse all trades: Builders | Electricians | Landscapers