Keyword research for professional (business) services is a powerful method to refine and generate more revenue in your catchment area. The main point is knowing where potential clients are searching for services, as this can make a big difference.
Your catchment area refers to the geographical region(s) and specific areas where most of your potential customers come from. By leveraging local search data, you can identify high-demand areas and generate more revenue by targeting these regions effectively.
Local search plays a crucial role in ensuring your business is visible where it matters most. By analyzing search trends in specific locations, you can uncover high-demand areas and strategically position your services to reach more clients, ultimately increasing revenue.
What is keyword research?
Keyword research is the process of identifying words and phrases that people use when searching online. For professional service providers, this means discovering what potential clients type into Google when looking for a lawyer, architect, or accountant. By understanding these search terms, you can tailor your marketing strategies to reach the right audience in the right locations.
What is local search – and why is it important for your keyword research?
Local search is an important element in keyword research for professional service providers. Local search refers to searches where users look for services within a specific geographical area. For example: “accountant near me” or “divorce lawyer in Boston.”
It is crucial for business leaders to study local search intent in their keyword research because it helps you determine where potential clients are searching for your services. This allows you to refine your keyword research and catchment area analysis accordingly. By understanding how people search for services in specific locations, you can refine your marketing strategy to reach the right audience.
Local search is becoming more critical than ever in 2025. Recent data highlights this trend:
- 46% of all Google searches have local intent, meaning users are actively looking for businesses nearby. (Source: Backlinko)
- 76% of people who search for something nearby visit a business within 24 hours, and 28% of those searches result in a purchase. (Source: KSL)
- Searches containing ‘near me’ continue to rise, with most users taking immediate action based on their search results. (Source: Backlinko)
These statistics show that by optimizing for local search, you can significantly improve visibility and attract more clients.
Using keyword research for professional services to define and expand your catchment area
Expanding into new markets starts with understanding where potential clients are actively searching for services. Keyword research not only helps you pinpoint your catchment area but also reveals untapped opportunities in regions with strong search demand. By analyzing keyword trends, search volume, and competition, you can refine your local marketing strategy and make data-driven decisions about where to focus your efforts.
Finding Cost-Effective Paid Keywords:
- Keyword research provides insights into valuable paid search opportunities.
- You can identify locations where cost-per-click (CPC) is lower but search volume remains high, making ads more cost-effective.
- Example: If you’re a law firm, you may find “DUI lawyer in Denver” has a high CPC, while “DUI lawyer in Colorado Springs” is more affordable yet still attracts a strong search volume, making it a better advertising target.
- Run geo-targeted Google Ads and social media campaigns to attract clients in high-demand areas.
Example for criminal defense lawyers in the US
A visual representation of search demand can be a game-changer for professional service providers. The map below of the U.S. highlights which states have the highest demand for criminal defense lawyers based on local keyword search data. This visualization allows law firms to pinpoint where potential clients are actively looking for legal services, helping them focus marketing efforts on high-demand regions. By leveraging this data, firms can optimize their local SEO, refine advertising strategies, and allocate resources efficiently to areas with the greatest client potential.
Local search is directly connected to keyword research and catchment area analysis. By understanding how people search for services in specific locations, you can refine your marketing strategy to reach the right audience.
Turning local search data into revenue opportunities
Once you understand where demand for your services are the highest, you can use this data to generate more revenue within your identified catchment area.
Three way to generate more revenue within your identified catchment area through digital marketing:
1. Local SEO optimization
- Optimizing your Google Business Profile with accurate location details and service areas improves visibility.
- Example: Adding “criminal defense lawyer in Glasgow” to your website can attract more local clients.
2. Geo-targeted advertising
- Running Google Ads in high-search-volume areas drives traffic and increases conversions.
- Example: If you’re an accountant discovering high searches for “small business tax accountant in Birmingham,” you can run PPC ads targeting that location.
- You can also refine your paid ad strategies by focusing on areas where CPC is lower but search volume remains high, maximizing return on ad spend.
3. Content marketing for specific regions
- Writing blog posts and FAQs tailored to location-based searches improves rankings.
- Example: If you’re an architecture firm, creating content like “Top 5 Modern Home Designs in Edinburgh” can attract local traffic.
Final Thoughts: The Value of Keyword Research for Professional Services
Keyword research for professional services is an essential tool for identifying and optimizing your catchment area. By leveraging search data, you can pinpoint where potential clients are searching for your services, helping you refine your local SEO strategy and allocate resources effectively. Whether you’re targeting high-demand areas, optimizing paid ad campaigns, or expanding into new markets, keyword research provides the insights needed to stay competitive.
Whether you’re a lawyer, architect, or accountant, knowing where people search for your services is the first step toward sustainable business growth.