What to Look for When Doing Keyword Research

Are you a busy plumber in New York wondering how to get more people to find your services online? It can feel confusing, like trying to read a secret map of the internet. We understand – you’d rather be fixing leaks than figuring out Google. But what if keyword research could be explained simply, like a story? 

In this guide, we’ll do just that. We’ll walk through 10 things you should look for when doing keyword research, with real NYC plumbing examples and up-to-date facts to back them up. 

By the end, you’ll know how to choose the right words (keywords) so that when someone in New York needs a plumber, they find you. 

Experts say that doing keyword research is one of the most effective strategies to rank higher on Google blog.hubspot.com, so you’re on the right track by learning this!) Let’s dive in, together.

1. Search Volume: How Often Do People Search?

What is search volume? 

It’s a simple idea: search volume tells you how many times people search for a particular word or phrase on Google each month. 

Think of it like counting how many people walk down a street.

A busy street has lots of people (high search volume), while a quiet street has only a few (low search volume). 

If you pick keywords with higher search volume, you’re choosing the streets with more potential customers walking by.

Why does it matter? 

Imagine you put up a big sign for “Plumber” on a tiny back alley – maybe only a few people will ever see it. Now, imagine putting a sign that says “Emergency Plumber NYC” on a main road – many more people will pass by. 

High search volume means more people are looking for that term, so appearing for those searches can bring you more visitors and calls. 

For example, one marketing study found “plumbers near me” gets about 823,000 searches per month nationally – that’s a super busy street! In New York City specifically, a term like “plumber NYC” gets around 2,400 searches each month, which shows plenty of people are actively looking for plumbers in the city.

But here’s a twist: just because a lot of people search a word doesn’t always mean it’s the best one for you. Why? Because those big, popular keywords can be very general or competitive (we’ll talk about competition next). 

Also, a huge number might include people from all over, not just your area. For example, “plumbers near me” is searched 823,000 times across the U.S., but in a small city like Franklin, TN only about 170 people search that term. The lesson: think local. For a New York plumber, you care about how many New Yorkers search the term, not the whole country.

How can you use search volume?

Start by listing common services you offer – e.g. “drain cleaning,” “water heater repair,” “toilet unclogging,” etc. Then use a free tool like Google’s Keyword Planner or Google Trends to see roughly how often people search those in a month. 

If you see one service, say “drain cleaning,” has a higher search volume than another, that might be a sign to focus more content or ads on “drain cleaning.” 

However, always balance volume with relevance and intent (more on those soon!). High volume is great, but only if it’s the right kind of traffic for your business.

Have you ever wondered how many people might be searching for a service you offer this very week? Go ahead and take a guess for one of your services – you might be surprised by the real number once you look it up!

2. Competition: How Many People Are Using the Same Keywords?

What is competition in keywords?

It’s basically how crowded the field is when trying to rank for a keyword. If search volume is like the number of people walking down a street, competition is like how many other plumbers have put up their signs on that same street. 

If 50 plumbers all put a sign on one corner advertising “Plumber NYC,” it becomes hard to stand out, right? That’s what happens on Google when everyone targets the same popular keyword.

Why does competition matter?

The higher the competition, the harder it can be for your website to show up on the first page of results. For example, do a quick Google search for “plumber NYC” or “plumbers near me.” What do you see? Probably lots of results – maybe millions of them – and the first page is often dominated by big directory websites like Yelp or Angi (Angie’s List).

Those big sites have strong SEO power and are using those keywords too. It’s like a crowd of loud voices; a small business website can get drowned out. In fact, one analysis discovered around 1,912 plumbing businesses in New York that’s a lot of plumbers potentially seeking attention online! If most of them try to rank for “plumber New York,” the competition is super high.

But don’t be discouraged – understanding competition helps you find opportunities. Sometimes, a slightly less obvious keyword has fewer competitors. 

For instance, “best emergency plumber in Queens” might have fewer businesses optimizing for that exact phrase compared to the broad “plumber NYC.” Fewer competitors mean a better chance you could shine at the top.

How can you gauge competition?

There are a few easy ways:

• Google it yourself: Search your desired keyword (say, “emergency plumber Manhattan”) and see who shows up. Are they large companies, directories, or small local businesses? If you mostly see big nationwide sites or many ads, that keyword is quite competitive.
  
  

• Check keyword tools: Tools like Google Keyword Planner will sometimes label competition as “Low,” “Medium,” or “High” (this usually refers to advertisers, but it gives a clue). SEO tools (Moz, Ahrefs, etc.) have a “keyword difficulty” score that estimates how hard it is to rank.
  
  

• Look at the number of results: Google often says “About X results” at the top. Millions of results indicate a broad term; a more specific keyword might show fewer results.
  
  

The goal isn’t necessarily to avoid all competitive keywords – some are so directly related to your business, you need to target them. But you want a mix: some big-important keywords and some specific ones where you have a higher chance of ranking well. Think of it as spreading your bets.

What’s one keyword you really want to rank for? Have you checked who else is targeting it? Take a peek at Google’s first page – are you up against a crowd, or is there a gap where you could fit in?

3. Relevance: Does It Match Your Service?

What does relevance mean in keyword research?

Relevance is about how well a keyword matches with the searcher's query. 

It’s making sure you’re putting up signs for the right service. For example, a keyword like “plumbing school in NYC” might have decent search volume, but if you’re a plumbing service business and not a school, that keyword isn’t relevant to you. Even if lots of people search it, those people aren’t looking to hire a plumber; they might be looking to become plumbers!

Why is relevance critical? 

Because you want the people clicking on your website to actually need your help, if you attract visitors looking for something you don’t offer, they’ll leave your site in a hurry, and you won’t get a call or sale. 

Even worse, irrelevant traffic can waste your advertising money (if you’re running ads) and skew your website stats. It’s like getting phone calls for services you don’t provide; it’s just a distraction. 

In the SEO world, this concept is often summed up as “traffic quality over quantity.” Ten website visitors who truly need a plumber are far more valuable than a hundred who came for nothing.

Real-world example (NYC plumbing): Let’s say you specialize in emergency plumbing and drain cleaning. Relevant keywords for you would include things like “24/7 emergency plumber Brooklyn,” “emergency drain cleaning NYC,” or “burst pipe repair Manhattan.” 

These terms match exactly what you offer, so anyone searching them is likely looking for your kind of service. On the other hand, a keyword like “DIY faucet installation” might not be relevant – that person is probably trying to do it themselves, not hire someone. Similarly, “plumbing supply store New York” is about buying parts, not hiring a plumber – if you’re not a store, you don’t want to attract those searches.

How to ensure relevance?

Start by listing your core services and specialties. For each one, brainstorm keywords in the customer’s voice that describe that service. Include specifics like the type of job and location. For instance, if you do water heater repair in NYC, relevant keywords could be “water heater repair Queens,” “hot water heater fix New York,” or “broken water heater emergency NYC.” 

If you come across a popular keyword but it’s not something you do (for example, “sump pump installation” and you don’t work with sump pumps), then it’s not a good target for you. 

It might seem like a missed opportunity if the volume is high, but remember – drawing in folks you can’t serve helps neither you nor the searcher.

Always put yourself in the shoes of the person searching. Ask, “If someone typed this in, what do they actually want?” 

If the answer isn’t “they want exactly the service I offer,” then that keyword may not be a good fit. Relevance means happy searchers and happy you, because you’ll be connecting with people who truly need your plumbing expertise.

Engaging question: Think about the last job you did – what problem did the client have? What do you think they typed into Google to find a plumber for that problem? 

Was it something like “fix leaking pipe in apartment NYC” or maybe “best plumber for water heater near me”? This little exercise can reveal how relevance works in real life.

4. Search Intent: What Are People Looking For?

What is search intent? 

It’s a fancy way to say why someone is searching. In other words, what is the person’s goal when they type those words into Google? Understanding intent is like mind-reading your potential customer – extremely useful! Generally, search intent falls into a few buckets:

• Informational: The searcher wants to learn something or get an answer. (e.g. “How to unclog a drain” – they might be looking for a DIY solution or information.)
  
  

• Commercial/Comparative: The searcher is looking to research products or services, maybe comparing options, but not ready to act yet. (e.g. “best plumbing companies in NYC” – they’re investigating which plumber might be good.)
  
  

• Transactional: The searcher is ready to do something – often to buy, call, or hire. (e.g. “call emergency plumber near me now” or “water heater repair service Brooklyn” – they have a problem now and need someone to fix it.)
  
  

• Navigational: The searcher is trying to get to a specific website. (e.g. “Roto-Rooter New York website” – they know the company and want to go to their page.)
  
  

SEO experts often talk about these four types of intent, but we can keep it simple: is the person looking for information, or looking to hire (action)? 

For a plumber wanting customers, the transactional searches are gold, the commercial ones are silver, and the informational ones are maybe bronze (they can still be useful for content marketing, but they’re less likely to call you immediately).

Why does intent matter? 

Because if you match the intent, you satisfy the searcher – and Google notices that. Google’s job is to give people what they’re looking for. If someone searches “emergency plumber 24/7 service,” their intent is to find a plumber right now. 

So Google will favor showing results that clearly offer emergency plumbing. If your website or ad targets that keyword but doesn’t shout “24/7 emergency service” on the page, the searcher might skip it because it doesn’t look like what they need in that urgent moment. 

On the other hand, if someone searches “how to fix a leaking faucet” (informational intent) and you have a blog post or video that gives a quick answer (and maybe gently suggests “if it’s too tricky, call us”), you match their intent by giving information first.

NYC plumbing search intent examples: Consider these two searches:

• “Drain cleaning service Bronx price” – this sounds like someone ready to hire, but they want to know cost. They have transactional intent (hire a drain cleaner) combined with a bit of informational (pricing). If you have a page discussing your Bronx drain cleaning service and maybe mention typical pricing or free estimates, you’re matching what they need.
  

• “Why does my pipe make noise at night, NYC apartment?” – This is a person likely looking for an explanation or DIY help (informational). They might not be ready to call a plumber yet; they’re investigating. If you have a helpful article on your site about noisy pipes (and you gently explain when it’s time to call a plumber), you satisfy their curiosity and position yourself as a trustworthy expert for when they do need help.
  
  

Matching intent also affects how you present content. If the intent is transactional (like “hire a plumber now”), get to the point quickly – highlight your emergency number, your service guarantee, etc. 

If the intent is informational, don’t start with a sales pitch; start with the info they seek (like an answer or how-to). By respecting the intent, you build trust. 

And Google tends to reward that. In fact, aligning content with search intent is considered one of the top SEO strategiesblog.hubspot.com, because it leads to happy users.

Engaging question: Think of one question a customer asked you recently about a plumbing issue. Have you ever considered that others might be typing that exact question into Google? 

What kind of answer are those people expecting – a quick tip, or the contact of a plumber who can solve it? Identifying the intent behind real customer questions can help you create the perfect answer online.

5. Long-tail Keywords: Specific Phrases That Are Less Competitive

What are long-tail keywords?

Despite the funny name, they’re not about actual tails! Long-tail keywords are simply longer, more specific phrases that people search. They usually have 3, 4, or more words. For example, “plumber” is a very broad, short keyword (often called a “head” term).

A long-tail version might be “licensed plumber for old brownstone house in Brooklyn” – very specific! Think of the “tail” as the many little niche searches that aren’t as popular individually, but collectively they make up the majority of searches on the web.

Here’s a mind-blowing statistic: over 75% of search queries are long-tail Keywords. That means most people are not just typing one or two words; they’re typing detailed phrases. 

Another study found that 91.8% of all searches are long-tail (very similar finding). Why so many? Because every person’s situation is a bit unique, and with voice search and natural language, people often ask full questions or very specific things.

Why are long-tail keywords great for you?

A few reasons:

• They usually have lower competition. Not everyone will have content for that exact specific phrase, so it’s easier for your site to rank high.
  

• They often have higher conversion rates. Think about it: someone who searches “emergency plumber 11215 zip code pipe burst” has a pretty urgent and specific need. If you can match that (maybe on a page that mentions emergency plumber in Park Slope, Brooklyn, which is 11215), that person is very likely to call. In fact, long-tail keywords as a group have an average conversion rate of 36% – much higher than generic terms. They may get fewer searches each, but the people who do search them are often ready to act.
  

• They can help you cover niche services or common questions. For instance, “restaurant grease trap plumber NYC” might not be huge volume, but if you offer that service, that long-tail could bring you a perfect client (a restaurant owner in need).
  
  

Example of long-tail vs short-tail: Short-tail: “water heater”. Long-tail: “gas water heater repair Queens 24 hour”. The short-tail “water heater” might be searched by someone looking to buy a water heater, or learn how it works – who knows? 

It’s very broad (and it has over 100k searches a month nationally, attracting all sorts of people). The long-tail “gas water heater repair Queens 24 hour” might only be searched, say, 50 times a month. 

But every one of those 50 searchers likely has no hot water right now and lives in Queens. If you’re a Queens plumber who fixes water heaters, wouldn’t you love to meet those 50 people? They’re practically raising their hand for your exact service.

How to find long-tail keywords?

Start typing a question or a service into Google and look at the auto-suggest that drops down – Google often shows longer phrases that others commonly search. Also, check the “People Also Ask” boxes and the related searches at the bottom of Google’s results.

Those are gold mines for long-tail ideas. For example, you might type “water heater repair NYC” and see suggestions like “water heater repair NYC cost” or “emergency water heater repair NYC same day”. Those are longer and more specific. Each one might not have thousands of searches, but combined, a lot of your traffic can come from these specific queries.

Interestingly, studies show that long-tail phrases (because they match specific needs) tend to get more clicks when they do appear in results – one analysis found long-tail keywords get 1.76× more clicks on average than generic short terms.

Use long-tails in your content:

Make sure your website’s pages include these specific phrases naturally. You might have a dedicated page for “Emergency Plumbing in [Your Borough]” where you can naturally include things like “burst pipe repair in apartment” or “frozen pipe repair in winter” – phrases a panicked customer might search.

By being specific, you become the answer to very specific prayers.

Can you think of a really specific job you did recently? Perhaps “installing a tankless water heater in a Queens condo on a Saturday.”

Now, imagine someone facing that exact scenario – what might they search? That super-specific search could be a long-tail keyword to include on your site (“weekend tankless water heater installation Queens”). Writing down a few such detailed phrases could be the start of capturing those perfect-fit customers.

6. Keyword Trends: Keywords Growing in Popularity

What are keyword trends?

Trends are all about how search popularity changes over time. A keyword trend asks: is this search becoming more common, or less? 

Some keywords spike during certain seasons or years, then fade. Others steadily grow as technology or preferences change. Staying on top of trends means you won’t miss out on new opportunities, and you can prepare for busy times.

Why should a plumber care about trends?

Because the services people need can be seasonal or change with new innovations:

• Seasonal spikes: Think of “frozen pipes” – searches for “frozen pipe repair” likely spike in winter when temperatures drop below freezing. In New York, a polar vortex week might lead to a surge in people urgently searching for someone to fix burst pipes. Another example: “AC drain clogged” might spike in summer when AC units run constantly.

  By knowing this, you can have content ready (or ads running) right before the spike. You could even write a winter prep blog post like “How to Prevent Frozen Pipes in NYC (and what to do if they burst)” – that can attract people exactly when that issue is trending.
  

• Emerging services: Sometimes, new technology or regulations cause new keywords to trend. For instance, “tankless water heater” searches have grown as more homeowners hear about these modern systems. In fact, “tankless water heater” is one of the top searched plumbing-related terms nationally (around 135,000 searches a month in the U.S.)【11†】, reflecting growing interest. If tankless heaters are becoming popular in New York, you’d want to be ahead of the curve, offering and optimizing for that service.
  

• “Near me” and mobile trends: Over the past few years, there’s been an explosion in “near me” searches. Google reported some incredible growth stats – for example, searches like “open now near me” grew over 200% as people look for immediate solutions. Specifically for purchases, “near me” searches with “to buy” grew over 500% in two years. While those examples include all industries, they show a trend: more people grab their phone and search something like “plumber near me” or “plumber near me open now” when in a pinch. This local-on-demand trend means as a local plumber you must be visible for those “near me” moments. (We’ll talk more about local SEO soon.)
  

How to spot trends?

Google Trends is a free tool that lets you see interest in a topic over time and by region. You could type in “drain cleaning” vs. “sewer cleaning” or compare “water heater repair” vs “water heater replacement” to see which is searched for more and if either is rising. 

You might discover, for instance, that “water heater replacement” queries spike in late winter (perhaps when heaters fail from hard use), whereas “water heater installation” could spike a bit in early summer (new installations for home renovations).

If a new keyword suddenly surfaces (like a new plumbing tech or a viral plumbing problem video prompting searches), you can hop on it early.

Also, pay attention to news and local happenings. If NYC passes a law about low-flow toilets, suddenly “low-flow toilet installation NYC” might become a trending keyword as building owners seek upgrades. Or if there’s a popular DIY TV show that features plumbing fixes, people might search those terms more.

Take advantage of trends: When you see a rise in a certain service’s searches, consider creating content or special offers around it. For example, noticing more people search for “bidet installation New York” (bidets became a trend a while back!), a plumber could write a page or blog, “Considering a Bidet?

Here’s How to Get One Installed in NYC Apartments.” This way, you ride the wave of interest. Trends can also tell you what not to focus on if something is falling out of favor.

Remember, a trend up means growing opportunity. A trend down might mean it's time to pivot your SEO focus to other services. By staying aware, you won’t be caught off guard by changes in what customers are looking for.

Engaging question: Have you noticed certain calls spike at particular times? Maybe every Thanksgiving you get tons of “clogged sink” emergencies (post-turkey dinner plumbing woes!). Or during heavy rain, more calls about basement sump pumps?

If you think about it, those real-world busy times are likely reflected in Google searches. What if you prepared your website or ads just before those peak moments? It’s like stocking umbrellas before the rainy season.

7. Local SEO: Keywords Related to Your Location

What is local SEO, and why are local keywords important? 

Local SEO is the practice of optimizing for searches in a specific geographic area. As a plumber in New York, this is huge for you. When people have a plumbing emergency or need a nearby service, they often include location in their search or Google automatically shows local results. 

Keywords related to your location are terms like “in New York”, “NYC”, specific boroughs or neighborhoods (Manhattan, Queens, Brooklyn, Bronx, Staten Island), or even ZIP codes. Also, the famous “near me” searches fall under local – Google figures out where the searcher is and shows them nearby options.

Consider this fact: Google itself noted that about 46% of all search queries have local intent. That means nearly half of the searches are people looking for something in their area! And a recent survey found 80% of U.S. consumers search online for local businesses weekly, with 32% doing it daily. 

Plumbing services are a perfect example of those local searches – people usually want a plumber near them, not across the country.

How do local keywords work? 

If someone in Brooklyn types “plumber near me,” Google will show them results for Brooklyn (likely a map pack of local plumbers, plus some organic results for Brooklyn-focused pages). 

If they type “Manhattan plumber 24/7,” Google knows they want a plumber in Manhattan, and probably one that offers 24/7 emergency service. As a business, you want to make sure your website and listings tell Google exactly where you work and what you do, so you appear in those local searches.

Using NYC-specific keywords: Be sure to incorporate your city and even neighborhood in your site content where appropriate. For example, mention that you serve all five boroughs or specific ones, and have pages like “Manhattan Plumbing Services” or “Queens Emergency Plumber.” 

If you have a physical location or address, make sure it’s on your site. Also, claim your Google Business Profile (formerly Google My Business) – that’s what shows up in Google Maps and the local 3-pack results. Fill it with your details and encourage happy customers to leave reviews (since 83% of consumers use Google to find local business reviews, good reviews will boost trust).

Here’s why this matters: 42% of searchers click on the Google Map Pack (the map + the 3 listings under it) for local . You know that little map that pops up with pins and some plumbers listed? Almost half the people will click one of those. 

To get there, you need strong local SEO, which includes local keywords on your site and a well-maintained Google Business listing. 

So, if you optimize for “Plumber in Queens – 24/7 Service” and your competitor doesn’t mention Queens on their site, guess who’s more likely to show up when a Queens resident searches?

Neighborhood and slang: Don’t forget local lingo. New Yorkers might search by neighborhood or even landmark (“plumber near Upper West Side” or “East Village plumbing emergency”). If there are nicknames (Hell’s Kitchen, DUMBO, SoHo, etc.), consider mentioning ones that are in your service area. The more Google sees your relevance to a specific area, the better.

Finally, remember the earlier point about “near me” searches skyrocketing – if your site is well-optimized for your city and you have location services on in Google, you’ll likely show up for “near me” searches in your vicinity without even needing the words “near me” on your site (Google’s pretty smart about that now). 

Still, it doesn’t hurt to sometimes include phrases like “near me” in blog Q&As or content in a natural way (e.g. “Many people search for ‘a plumber near me’ – if you’re in Manhattan, we’re ready to help”).

Local proof: If someone in Manhattan searches “plumbers near me” right now, Google will guess they need Manhattan results. If you did the same search in Queens, you’d get a different list. In other words, Google localizes automatically. 

That’s why your keyword research should also be localized. Use tools that can show search volume for your region, if possible. And when creating content, always ask, “How can I make it clear which locations we serve?”

By zeroing in on local keywords, you ensure you’re in the right place at the right time – in front of a nearby customer who needs a plumber today. Being the hometown hero online is just as important as having your number on the local fridge magnets.

Imagine a potential customer is standing on a street corner in your service area with a phone, searching for a plumber. What exactly would they type? Maybe “plumber near Times Square” or “Brooklyn drain cleaner cheap”? Jot down a few such searches a New Yorker might do – you’ve now got a starter list of local keywords to target!

8. Search Results Page: What Does the Current Search Look Like?

Why look at the current search results page (SERP)? 

Because it’s like scouting the competition’s playing field and seeing what Google is serving up for that keyword. When you search a keyword you’re considering, the results page will tell you a lot about what Google thinks the searcher wants. It’s a sneak peek into the “answers” Google finds best. For you, it’s both inspiration and a reality check.

What to look for on the SERP:

• Who is ranking at the top? Are they other plumbers, directory sites (Yelp, HomeAdvisor), or maybe DIY blogs? For example, for a broad term like “plumbers near me,” you’ll often find the top organic results are big directories (Angi, Yelp, etc.) rather than individual plumbersvalveandmeter.comvalveandmeter.com. That tells you the keyword is broad and competitive; Google trusts those big sites for that query. On the other hand, a search like “emergency plumber in Astoria Queens” might show actual local plumbing businesses on page one, indicating Google is surfacing specific local providers for that specific query.
  
  

• Are there ads? If you see multiple Google Ads at the top of the page for that keyword, it means advertisers are bidding on it – usually a sign it’s a valuable (and competitive) keyword. It might also hint that organically ranking there could be tough (since the ads push organic results further down).
  
  

• Is there a Map Pack? For most local service queries (“plumber [location]” or just “plumber” when searching from a location), Google will show a map with 3 local listings. If you see that, it’s confirmation that Google treats this query as local intent. Your strategy should include trying to get in that map pack (through good Google Business Profile practices, reviews, etc., which we mentioned in local SEO).
  
  

• People Also Ask (PAA): Often, Google shows a “People Also Ask” box with related questions. This is a treasure trove for keyword ideas and understanding intent. For example, you search “water heater repair NYC” and see questions like “How much does it cost to replace a water heater in NYC?” or “Why did my water heater stop working?” – those are things real people wonder, and you can address them in your content.
  
  

• Featured Snippets or Quick Answers: Sometimes Google will show a quick answer or snippet at the top (for example, a step-by-step for “how to unclog a toilet” might appear). If your target keyword triggers a snippet, you’ll want to think about how to provide a better, concise answer to possibly snag that spot.
  
  

• The tone and format of results: Are the top results blog posts, service pages, videos, or something else? If you search “best plumbing service in NYC,” you might find listicles or top-10 lists. That suggests if you want to rank, maybe you could create a “10 Best Plumbing Services in NYC (Compared)” – which is tricky if you are one of them, but perhaps a better angle is “Why [Your Company] Is Rated One of the Best Plumbing Services in NYC” referencing reviews or awards. If the results are mostly Q&A forums for a query, maybe it’s more informational.
  
  

Learn from what you see: The current page 1 results basically reveal what content you need to beat. If the top result for “drain cleaning Manhattan” is a competitor’s page that has a detailed explanation of their process, plus testimonials, etc., you know your page about drain cleaning should be at least as helpful and robust. 

If you see no one has a great answer (maybe the results are weak or not directly answering the query), that’s a golden opportunity for you to create the definitive page answering that search.

Also note the titles and descriptions of the ranking pages. What words do they use? Google bolds the searched terms in the snippets. Are they highlighting certain benefits like “24/7 service,” “licensed and insured,” “free estimate”? This can clue you in on what messaging might resonate for that keyword’s searchers.

Example: You search “24-hour plumber Manhattan”. The results might show a few companies that specifically have “24/7” in their title, and perhaps a Yelp page of “Top 10 Emergency Plumbers in Manhattan.” To compete, you’d ensure your page is titled something like “24-Hour Emergency Plumber in Manhattan | [Your Company Name]” and that it clearly states you’re always available, serving Manhattan. If a directory is hogging a top spot, you might list your business there too (so you appear on that page). Or you might focus on getting more Google reviews so you shine in the local pack instead – multiple ways to win.

Don’t forget mobile vs desktop: Many plumbing searches happen on mobile phones (someone standing knee-deep in water is likely on their phone, not a laptop). Mobile search results can look different – often fewer ads, the click-to-call button on business listings, etc. It’s worth checking the SERP on your phone to see what a customer sees. Are you easy to call with one tap from the mobile results? If not, you might want to ensure your Google listing is up-to-date or run call ads during peak times.

By analyzing the search results page, you basically gather intel: what content works, who you’re up against, and what gaps you can fill. This step turns keyword research from just looking at words in isolation to understanding the whole picture of that search environment.

Engaging question: Take one keyword you think is important (perhaps “best plumber in [Your Borough]”) and actually search it. What do you notice first? Is it easy to find an actual plumber’s website or is it all directories and ads? Does anything about the results surprise you? This quick reality check can spark ideas on how to make your approach even better than what’s out there now.

9. Keyword Variations: Different Ways to Say the Same Thing

What are keyword variations? 

They are simply the alternative phrasings or synonyms people might use for the same idea. Language can be flexible. One person might search “blocked drain repair,” another “clogged pipe fix,” and a third “drain unclogging service.” 

They’re all essentially looking for the same thing (someone to clear a drain), but they word it differently. When conducting keyword research, it’s essential to gather these variations to ensure comprehensive coverage. 

You don’t want to optimize only for “drain cleaning” and miss out on “clogged drain repair” if that’s what half your customers call it.

Why do variations matter? 

Because Google is smart, but also because using natural variations in your content makes it more likely you’ll match what different people type. Google has gotten quite good at understanding similar terms (it knows “plumber” and “plumbing service” are related), but for competitive terms, it still helps to directly use the phrases people search. 

Moreover, not everyone types the same query. Some include the city name, some don’t. Some say “repair,” some say “fix” or “service.” Covering the common variations in your site’s copy can improve your reach.

There’s a great insight from SEO research: the average top-ranking page will also rank in the top 10 for about 1,000 other related keywords. 

That means if your content is comprehensive and uses various terms naturally, Google might show it for hundreds of different searches! 

For instance, your page about “water heater repair in NYC” might also rank for “hot water heater not working New York,” or “NYC water heater service,” or “boiler repair” (since some people refer to water heaters as boilers). One page can cast a wide net if written with variations and depth.

How to find and use variations?

• Brainstorm synonyms: Think of the different terms customers use. For example, “toilet” vs “commode” (though in NYC likely toilet), “garbage disposal” vs “disposal unit”, “sewer line” vs “drain line”. Also consider shorthand: “AC” vs “air conditioner” in plumbing maybe “AC” not relevant unless HVAC, but “HWH” vs “water heater” maybe not.
  
  

• Use keyword tools or Google’s suggestions: Type a base word like “plumbing” and see related searches. Or use tools like AnswerThePublic or Ubersuggest, which spit out many variations/questions. They might show that “plumbing services NYC” and “plumbing companies NYC” are both common, so you’d want to mention both “services” and “company” on your site (“We are a full-service plumbing company in NYC…” covers it!).
  
  

• Look at competitors’ sites: Sometimes browsing another plumber’s site can reveal terms you hadn’t listed. Maybe they mention “fixture installation,” where you always say “sink installation” – both might be worthwhile phrases.
  
  

• Include geographic variations: New York has the big name, but people might also search “NYC” vs “New York City” vs just “New York”, or even borough names. Ensure you have those variations in your content if you serve those areas (“We serve Brooklyn, Queens, Manhattan, and all of NYC” covers both city acronym and boroughs).
  
  

• Plural vs singular: “plumber” vs “plumbers” – if someone types “plumbers in Harlem,” Google will probably show any plumber site for Harlem. But it doesn’t hurt that your copy sometimes uses “plumbers” in plural (maybe in a sentence like “Our team of licensed plumbers serves Harlem...”). Similarly “plumbing company” vs “plumbing companies” (someone might search the plural when looking for lists or options).
  
  

The key is not to stuff these all in unnaturally, but to weave them in where they make sense. Usually, if you write a thorough description of your services, you will naturally include many variations. 

For instance: “We provide drain cleaning, sewer line clearing, and repair for clogged drains. If you have a blocked pipe or recurring slow drain, our drain unclogging service in NYC can help.” In that one snippet, we hit “drain cleaning,” “clogged drains,” “blocked pipe,” “drain unclogging service” – lots of ways of saying similar things, all useful for capturing different searches.

Using variations not only helps with SEO but also reads better to humans. It would sound repetitive if you said “drain cleaning” five times in a paragraph. Swapping in “unclogging” or “clearing a blockage” makes the content friendlier and covers more ground.

One caution: Keep the core focus clear. Variations should support the main keyword, not confuse the topic. Don’t try to target too many unrelated keywords on one page (like mixing “water heater repair” and “toilet installation” on one page – that would confuse Google, which one the page is really about). Instead, group related variations together. The rule of thumb: one primary topic per page, with all its nice variations along for the ride.

By minding keyword variations, you ensure that no matter how a New Yorker phrases their plumbing problem, they have a chance of finding your solution.

What different words have you heard customers use for the same thing? For example, some say “water heater” and others say “hot water tank.” Or “sewer line” vs “main line.” Make a quick list of these little word differences you’ve noticed.

Are all of those words on your website somewhere? If not, now you know a simple update that could make your site resonate with even more people.

10. Conclusion: Let’s Do This Together!

You’ve made it through a deep dive into keyword research – give yourself a pat on the back! By now, we’ve covered a lot: from understanding how many people search (search volume) to figuring out how tough it might be to rank (competition), making sure you target the right terms for your services (relevance) and think about what the customer really wants (intent).

We explored the power of being specific with long-tail keywords, watching trends so you’re ahead of the curve, focusing on your local NYC audience, checking the current search results to learn what works, and using different keyword variations so you catch all the ways people talk about plumbing.

That’s a lot of knowledge, but knowledge only becomes power when you use it. The good news is you don’t have to do everything all at once. Here’s a simple, actionable way to start: pick one service you want more business in and go through the list.

For example, say you want more drain cleaning jobs in Brooklyn. You might discover a long-tail keyword like “clogged drain emergency Brooklyn” that has good volume but isn’t heavily targeted by competitors.

You then create or optimize a page on your site for that, maybe share a quick story of how you helped someone in Brooklyn with a nasty clog at 2 am (relevance + intent covered!), and make sure to mention Brooklyn a few times (local keyword).

You check Google a week later and see your page climbing up. That’s the process in action – and each step you take is like planting a seed for future customer calls.

Remember, you’re not alone in this journey. Think of us as your guide (in a StoryBrand sense, your Yoda and you’re Luke Skywalker!). We empathize – marketing can feel overwhelming for a plumber who’d rather be wrench-in-hand. But with the simple storytelling approach we used here, you can explain your services online in a way that Google and people understand.

By doing smart keyword research, you’re essentially listening to your customers: hearing the exact words they use when they need help. It’s like tuning in to a city-wide conversation and politely saying, “Hey, I can help with that!”

Also, keep in mind that SEO and keyword trends evolve. The great thing about being a local business in a specific field is that many of these principles will hold true for a long time (people will always search for “plumber in [city]”), but new phrases will emerge and algorithms might shift.

So, make keyword research a habit. Maybe set aside a little time each month to check for new trending questions or see if search volumes have changed. It’s an ongoing story, and you’re now equipped to be the storyteller who guides customers to the solution.

In Donald Miller’s approach to storytelling in marketing, the customer is the hero who has a problem, and you are the guide with a plan to help them succeed. Here, your customer (the one with the plumbing issue) is the hero, searching for help; the keywords are essentially their cries for help.

By understanding and using the right keywords, you’re holding up a bright sign that says, “I hear you, and I can help!” – guiding them to safety (or at least a dry basement!).

So let’s do this together. Now that you know what to look for when doing keyword research, you have the map to get found by more people in need of a great plumber in New York.

Implement these tips one by one, and watch as more visitors find your website, more phones ring with local customers on the line, and more plumbing problems get solved – by you. You’re not just a plumber; you’re a local hero waiting to be discovered. With smart keyword research, those in need will find the hero they’re looking for.

Let’s get out there and turn those searches into happy customers! You’ve got this – and we’re cheering you on as you become the most findable plumber in New York. Onward to overflowing success (the good kind of overflow)!