You don't need expensive tools to find what your customers search. For a local business, Google itself tells you most of what you need: autocomplete, "People also ask", Search Console and the pages that already rank.
1. Start with what customers say
Write down the jobs people call about and the words they use. "Hot water's gone" and "blocked toilet" are better starting points than "plumbing services".
2. Use Google autocomplete
Type your service and suburb into Google slowly and note the suggestions. Google only suggests searches people actually make, so they're a good sign of real demand.
3. Read "People also ask"
Search your main service and note the questions in the "People also ask" box. Each one is a potential FAQ or article.
4. Check Search Console
If your site already exists, Search Console's Performance report shows the searches that already find you. Look for ones with many impressions but few clicks; those pages need better titles or content. See our Search Console guide.
5. Look at who ranks
Search your main terms and look at the top results. What pages do they have that you don't? What questions do they answer?
6. Get volumes if you need them
Google Keyword Planner gives rough monthly volumes. It needs a Google Ads account, but you don't have to run ads to use it.
Turn keywords into pages
Group the keywords by service and suburb, then make one page per group. See service pages that rank and suburb pages that rank.
Want this done for you? See our local SEO plans, or get a free audit.