How to Do Local Keyword Research Without Paying for Ahrefs

You Don't Need Ahrefs to Own Local Search

Ahrefs costs $199 a month. You're a roofer, plumber, or electrician. You don't need it.

Local search works differently than national SEO. You're not competing with 10,000 websites. You're competing with maybe 15 other businesses in your zip code. The keyword research that matters lives in Google Maps, Google Search Console, and the search bar itself.

Let's walk through the free and cheap tools that actually work.

Start With Google Search Console

This is free and it's your best friend.

If you've claimed your Google Business Profile (you should have), connect your website to Search Console. Wait a few weeks for data to build. Then go to the Performance tab.

You'll see:

• Real search queries people typed that led to your site
• Your average position for each query
• Click-through rate
• Impressions

For a roofing company in Denver, you might see queries like "roof repair Denver," "storm damage roofer Colorado," "emergency roofer near me." These are golden. They're real. They convert. They're not guesses.

Sort by impressions. If you're ranking on page two or three for "roof replacement Denver," that's your target. Move it to page one and you'll get calls.

Mine Your Google Business Profile

Open your GBP dashboard. Look at the Q&A section and customer review comments.

Customers use keywords you never thought of. A roofer in Austin might find that people ask about "hail damage inspection." A plumber in Phoenix sees "burst pipe emergency." A dentist notices "tooth whitening cost."

These are keyword goldmines hiding in your own business profile.

Also check your GBP Insights. The app shows you search terms that brought people to your profile (different from your website). You get impressions and actions. Use this to understand what local searches matter most.

Use the Google Search Bar (Free)

Type your keyword into Google. Don't hit enter. Watch what autocomplete suggests.

Google autocomplete is powered by billions of real searches. When you type "roofer near me," you'll see suggestions like:

• "roofer near me open now"
• "roofer near me reviews"
• "roofer near me cost"

These are real search volume signals. They're search intent signals. A person typing "cost" is price-conscious. Someone typing "emergency" needs you fast.

Do this for 30 minutes with 5 to 10 core keywords. You'll map out the language your customers actually use.

Check Google Maps for Competitor Gaps

Search your main keywords in Google Maps. Look at the top three businesses.

Read their reviews. Look for complaints. A competitor's one-star review that says "too expensive" tells you a price-focused audience exists. One that says "didn't answer the phone" shows you can win on responsiveness.

Check their websites (if they have them). Note their main page titles and headings. If five competitors mention "licensed," "insured," and "free estimates," those matter in your market.

Use Reddit and Facebook Groups (Free)

Find local subreddits and Facebook groups for your area. Search for problems your service solves.

In r/Denver or local Denver Facebook groups, search "roofer." You'll see real people asking real questions. "My roof has moss. Is it time to replace?" "Does anyone recommend a roofer that doesn't upsell?" "How much did your roof repair cost?"

These threads show you:

• Pain points
• Objections
• Budget concerns
• Trust barriers

Screenshot them. Use them to write content or refine your messaging.

The Cheap Option: Ubersuggest or Semrush Free

Ubersuggest has a free plan. Semrush offers limited free reports.

These aren't Ahrefs. But for local search, they'll show you monthly search volume for your keywords and related terms. A plumber in Tampa can see that "emergency plumber Tampa" gets 150 searches a month while "24-hour plumbing Tampa" gets 20. That tells you where to focus.

Costs: Free or $12 to $20 a month if you want better limits.

Put Keywords Into Action

Once you have your list, update your Google Business Profile descriptions, posts, and Q&A answers with these terms. Rewrite your website homepage and service pages to match the language your customers actually use.

If you're running paid ads (Google Ads, Facebook), bid on these keywords. If you're doing local SEO, target these in your content and on-page SEO.

The Visibility Engine can help you organize and track these keywords across your GBP, website, and local listings. It gives you one dashboard to see where you rank and where you have gaps.

Learn more about the Visibility Engine.

The Real Advantage

You don't have the budget of a national brand. Use that to your advantage. They're chasing volume. You're chasing intent. Free and cheap tools let you find exactly what your local customers are searching for, right now, without paying a marketing platform tax.

Start with Search Console and Google Maps. Spend an hour a week watching how local customers talk about your services. You'll find more actionable keywords than any $199-a-month tool could give you.