Keyword research tools show you national search volumes. If you want search volumes for your state, city, or town, you’ll have to use Google Keyword Planner.
GKP results with location turned on
Unfortunately, Keyword Planner has its issues:
It shows broad search volume ranges (e.g., 1K-10K), not absolute numbers.
It groups keywords and shows a combined rounded search volume.
For that reason, checking the relative popularity of keywords at the national level tends to be more productive. This is because what happens in one city is likely to be similar in the next.
You can do this with a keyword research tool like Ahrefs’ Keywords Explorer.
For example, the tool tells us that more people search for “boiler repair” than “boiler installation” in the U.K.:
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Keyword Explorer search results
This is probably the case whichever city we’re in, so it’s an excellent way to prioritize keywords.
3. Check for local intent
Local intent means that searchers want to shop nearby. If that isn’t the case for your services, it’s not a local SEO opportunity.
To check a query for local intent, Google it and check the results.
If there’s a map pack and/or some local “blue link” results, it has local intent.
Google SERP for "boiler installation"; map pack and "blue link" result can be seen
If there are no map pack and local “blue link” results, it doesn’t have local intent.
No map pack and no local "blue link" results</