How To Find Keywords That People Search To Look For Businesses In Kitchener

(Step by Step Guide)

Introduction

If you want people in Kitchener to actually find your business online, you need to know what they are typing into Google. That is what keyword research is all about. Without the right keywords, even a beautiful website and an active Google Business Profile can stay buried while your competitors get the clicks and calls.

Keyword research is the foundation of online visibility. When you know the phrases your ideal customers use, you can build pages, blogs, and Google Business content that match those searches. That is how you start ranking for “your service + Kitchener” instead of random terms that never lead to customers.

Imagine a Kitchener restaurant optimising for “fine dining Ontario” instead of “Italian restaurant Kitchener” or “romantic dinner Kitchener”. The first sounds fancy, but local people are not searching it. The second group is exactly what hungry Kitchener customers type in.

In this guide, you will learn simple, free methods to find profitable keywords that real people in Kitchener, Waterloo, and Cambridge use every day. No expensive SEO tools required – just smart use of Google, free platforms, and a bit of structured thinking.

Section 1: Understanding Keywords For Kitchener Businesses

What Are Keywords?

Keywords are the words and phrases people type into Google when they want information, products, or services.

Examples:

• “dentist Kitchener”
  
• “emergency dental care Waterloo Region”
  
• “pizza delivery Doon Kitchener”
  

Keywords matter because they are the bridge between what your customer wants and what your business offers. When your website and Google Business Profile use the same language your customers search, Google is far more likely to show you in the results.

Types Of Keywords For Local Businesses

1. Local Service Keywords

Format: [Service] + [Location]

Examples:

• “HVAC repair Kitchener”
  
• “plumber Waterloo”
  
• “family lawyer Cambridge”
  

These are some of the highest value keywords for local businesses. People searching them usually want to contact someone soon, not just read an article.

2. “Near Me” Keywords

Examples:

• “plumber near me”
  
• “restaurant near me”
  
• “gym near me”
  

Google uses the searcher’s GPS location or IP address to decide which businesses to show. “Near me” searches have grown massively in the last few years and most of them happen on mobile.

You cannot literally put “near me” in your business name, but you can optimise for these searches by:

• Having a strong Google Business Profile
  
• Using local service keywords on your site
  
• Making sure your address and service areas are correct
  

3. Neighbourhood Specific Keywords

Examples:

• “dentist Forest Heights Kitchener”
  
• “pizza delivery Doon”
  
• “hair salon downtown Kitchener”
  

These have lower competition and are very targeted. You will not get thousands of searches a month, but the people who do search are highly likely to convert.

4. Long Tail Local Keywords

Examples:

• “emergency 24 hour plumber Kitchener”
  
• “affordable family dentist Waterloo Region”
  
• “best Italian restaurant downtown Kitchener”
  

These are longer phrases with lower search volume but higher conversion rates and less competition. Perfect for small Kitchener businesses.

5. Question Keywords

Examples:

• “how much does plumbing cost in Kitchener”
  
• “what is the best HVAC brand for Kitchener climate”
  
• “where to get oil change near me”

Question keywords are ideal for blog posts and FAQ sections. They help you build trust and authority so people choose you when they are ready to buy.

Understanding Search Intent

Search intent is the “why” behind a keyword.

• Informational: “how to fix leaky faucet”
  
• Navigational: “Smith Plumbing Kitchener” (looking for a specific business)
  
• Transactional: “emergency plumber Kitchener” (ready to hire)
  
• Commercial investigation: “best plumber Kitchener reviews” (comparing options)
  

For most business owners, the highest priority is transactional and commercial investigation keywords. Informational keywords are excellent for blogs that bring people into your world and earn their trust.

Section 2: Preparing For Keyword Research

What You Will Need (All Free)

• A computer or smartphone
  
• A Google account
  
• A spreadsheet tool (Google Sheets is perfect and free)
  
• Around 2–3 focused hours
  

Create Your Keyword Research Spreadsheet

In Google Sheets, create columns like this:

Keyword | Search Volume | Competition | Intent | Priority | Current Ranking | Notes

• Search Volume: approximate number of monthly searches
  
• Competition: High / Medium / Low (your manual assessment)
  
• Intent: Informational, Transactional, Commercial, Navigational
  
• Priority: 1–5 (5 = most important)
  
• Current Ranking: where you appear now, if at all
  
• Notes: ideas like “good for blog”, “make service page”, etc.
  

Brainstorm Your Seed Keywords

Before using tools, start with your brain.

Write down:

• Your main services (plumber, dentist, electrician, realtor, restaurant, etc.)
  
• Your locations (Kitchener, Waterloo, Cambridge, Breslau, “Waterloo Region”)
  
• Variations of your services
  
  • “furnace repair”, “AC installation”, “drain cleaning”
    
• Common problems you solve
  
  • “no heat”, “leaking pipe”, “tooth pain”
    

Aim for 10–15 basic seed keywords to start.

Section 3: Free Keyword Research Methods

Method 1: Google Autocomplete (Easiest)

How It Works

As you type in Google search, it suggests phrases other people commonly search. These suggestions are based on real data and are updated constantly.

Step By Step

1. Open an incognito or private browser window so your personal history affects results less.
   
2. Go to google.ca for Canadian results.
   
3. Type your service but do not press Enter yet.
   
   • Example: plumber
4. Write down all suggestions that look relevant.
   
5. Now type your service with “Kitchener”:
   
   • plumber Kitchener
     
6. Note new suggestions.
   
7. Try adding a space and a letter:
   
   • plumber Kitchener a
     
   • plumber Kitchener b
     
   • Continue through the alphabet for a few letters.
     
8. Repeat this process for:
   • “Kitchener plumber”
     
   • “plumber near me”
     
   • “emergency plumber”
     
   • “affordable plumber”
     

Copy all useful suggestions into your spreadsheet.

Tips

• Repeat this for each main service you offer.
  
• Try nearby cities too: “plumber Waterloo”, “plumber Cambridge”.
  
• After you press Enter on a search, scroll down to “People also ask” and “Related searches” and capture those too.

Method 2: Google’s “People Also Ask” Box

1. Search your main keyword, for example “plumber Kitchener”.
   
2. Find the “People also ask” section.
   
3. Click each question to expand it. New questions will appear.
   
4. Copy all relevant questions into your spreadsheet.
   

Each question can become:

• A blog post
  
• A FAQ on a service page
  
• A section on your homepage
  

Example:

• “How much does a plumber cost in Kitchener?”
  
• “What is the average hourly rate for a plumber in Ontario?”
  

These are powerful long tail keywords with clear local intent.

Method 3: Related Searches At The Bottom Of Google

1. Search your keyword, for example “HVAC Kitchener”.
   
2. Scroll to the bottom of the results.
   
3. Look for the “Related searches” section.
   
4. Note the 8–10 related phrases shown.
   
5. Click one related search, such as “HVAC repair Kitchener”.
   
6. Scroll down and capture the related searches there.
   
7. Repeat this 3–4 levels deep.
   

This becomes a “keyword tree” that shows you clusters such as:

• “HVAC repair Kitchener”
  
• “emergency HVAC repair Kitchener”
  
• “HVAC repair cost Kitchener”
  
• “furnace and AC repair Waterloo Region”
  

Add them to your spreadsheet.

Method 4: Google Keyword Planner (Free, No Ad Spend Needed)

Set Up Keyword Planner

1. Go to ads.google.com and sign in with your Google account.
   
2. Create an account and skip any prompts to run ads if you do not want to.
   
3. Click the wrench icon for “Tools and Settings”.
   
4. Choose “Keyword Planner”.
   
5. Click “Discover new keywords”.
   

Search Method 1: Start With A Website

1. Paste a competitor’s URL into the “Start with a website” field.
   
2. Set your location to “Kitchener, Ontario” or “Waterloo Region”.
   
3. Click “Get results”.
   
4. Export the keyword ideas.
   

Repeat this for 3–5 top competitors.

Search Method 2: Start With Keywords

1. Enter your seed keywords like “plumber Kitchener”, “drain cleaning Kitchener”.
   
2. Set location to “Kitchener, ON” or “Canada” if you want broader data.
   
3. Click “Get results”.
   
4. Review the list and export it.
   

Understanding The Data

• Avg. monthly searches: rough search volume
  
• Competition: how crowded it is in Google Ads (use as a rough signal)
  
• Top of page bid: higher values usually mean strong commercial intent
  

For local Kitchener businesses, keywords with 10–1,000 monthly searches and clear local intent are often ideal. Many important local keywords will sit at the low end of this range.

Method 5: Google Business Profile Insights (Hidden Gem)

If you already have a Google Business Profile:

1. Log into your dashboard.
   
2. Click “Performance” or “Insights”.
   
3. Look for search terms people used to find you.
   

You will see:

• Direct searches: people typing your business name
  
• Discovery searches: people typing a category or service
  

Discovery search terms are real keywords that already trigger your listing. Add them to your spreadsheet and mark them as “already ranking”. Look for related terms you are not targeting yet – they are often easy wins.

Method 6: Competitor Keyword Analysis (Free)

Identify Your Top SEO Competitors

1. Search your main keyword like “dentist Kitchener”.
   
2. Ignore the ads.
   
3. Note the top 5 organic results.
   
4. These are your SEO competitors, even if they are not your direct business competitors.
   

Analyse Their Websites

Manually:

• Open each competitor’s homepage and key service pages.
  
• Look at the browser tab to see their title tags.
  
• Note how they use keywords such as “family dentist Kitchener”, “cosmetic dentistry Waterloo”.
  
• Scan headings (H1, H2) and note repeated phrases.
  
• List all service pages and location pages they have.
  

Create a simple matrix:

Keyword | Competitor A | Competitor B | Competitor C | Notes

Tick where each competitor targets a keyword.

• Keywords all competitors target = “must have”.
  
• Keywords only one or two target = good opportunities.
  
• Keywords none target well = gaps you can fill first.
  

Method 7: AnswerThePublic (Free Visual Tool)

1. Go to answerthepublic.com.
   
2. Type your service, for example “plumber”.
   
3. Choose Canada and English.
   
4. Click search.
   

You will see:

• Questions: what, why, how, where, when
  
• Prepositions: “plumber for”, “plumber with”, “plumber near”
  
• Comparisons: “plumber vs handyman”
  

Export the data (the free version allows limited searches per day).

Then manually add “in Kitchener” or “Kitchener” to relevant phrases:

• “how to find a good plumber” → “how to find a good plumber in Kitchener”
  

Use these as blog titles and FAQ questions.

Method 8: YouTube Search Suggestions

YouTube is the second largest search engine and often mirrors what people ask on Google.

1. Go to youtube.com.
   
2. Type your service, for example “how to choose HVAC contractor”.
   
3. Do not press Enter yet.
   
4. Note the autocomplete suggestions.
   
5. Add “Kitchener” or “Ontario” to make them local.
   

Example:

• “how to choose an HVAC contractor” becomes “how to choose an HVAC contractor in Kitchener”
  

These are great ideas for blog posts, short videos, or guides on your site.

Method 9: Google Trends

Google Trends shows how interest in a keyword changes over time.

1. Visit trends.google.com.
   
2. Enter a keyword like “furnace repair”.
   
3. Set location to “Canada” or “Ontario”.
   
4. Check the “Interest over time” graph.
   
5. Look at “Related queries” for new ideas.
   

You can compare up to 5 keywords:

• “plumber Kitchener” vs “plumbing services Kitchener” vs “emergency plumber Kitchener”
  

Use this to see which version has the most interest and plan your content around peak seasons.

Method 10: Bing Webmaster Tools

Bing has a different audience and can reveal extra keyword ideas.

1. Go to bing.com/webmasters.
   
2. Sign in with a free Microsoft account.
   
3. Add and verify your site.
   
4. Use the Keyword Research tool.
   

Enter your seed keywords and look for terms Bing suggests. Some of these will also be searched on Google and may face less competition.

Section 4: Analysing And Prioritising Your Keywords

1. Search Volume

As a rough guide:

• High: 1,000+ searches per month – competitive
  
• Medium: 100–1,000 – sweet spot for many local businesses
  
• Low: 10–100 – long tail, easier to rank, very targeted
  

For Kitchener businesses, do not ignore low volume terms. “emergency plumber Forest Heights Kitchener” might show low numbers, but one or two jobs a month from that keyword can be very valuable.

2. Keyword Difficulty (Manual Check)

You do not need paid tools to gauge difficulty.

1. Search the keyword on Google.
   
2. Look at the first page:
   • Are big national brands and directories dominating? High difficulty.
     
   • Are most results small local businesses like yours? Lower difficulty.
     
   • Do titles and headings use the exact keyword? That usually means higher competition.
     

3. Commercial Intent

Ask: “How close is this searcher to buying?”

• Informational: “what is HVAC” – low intent
  
• Commercial investigation: “best HVAC company Kitchener” – medium
  
• Transactional: “HVAC repair Kitchener” – high
  
• Navigational: “ABC HVAC Kitchener” – already know your brand
  

For service pages, prioritise transactional and commercial keywords.

4. Relevance

Do not chase random keywords. Ask:

• Do we actually provide this service?
  
• Would someone searching this be a good customer for us?
  
• Can we create a genuinely helpful page for this topic?

Create Your Keyword Priority Matrix

In your spreadsheet:

• Mark High Priority for:
  • Medium search volume
    
  • Low to medium competition
    
  • High commercial intent
    
  • Strong relevance
    
  • Clear local focus like “Kitchener” or “Waterloo Region”
• Mark Medium Priority for:
  • Lower volume
    
  • Low competition
    
  • Neighbourhood specific terms
    
  • Secondary services
• Mark Low Priority for:
  • Very low volume
    
  • Mainly informational
    
  • Good for blogs later
    

Use colour coding if you like:

• Green – high priority
  
• Yellow – medium
  
• Red – low
  

Section 5: Organising Keywords By Content Type

Homepage Keywords

The homepage usually targets:

• Your main service + Kitchener
  
• One or two broad variations

Examples:

• “Plumber Kitchener”
  
• “Plumbing Services Kitchener”
  

Do not try to rank your homepage for every service and keyword. Keep it focused.

Service Page Keywords

Each core service should have its own page with:

• One primary keyword:
  
  • “water heater repair Kitchener”
    
• Two to three related secondary keywords:
  
  • “water heater replacement Waterloo Region”
    
  • “tankless water heater installation Kitchener”
    

Location Page Keywords

If you target multiple areas:

• “Plumbing Services in Waterloo”
  
• “Plumbing Services in Cambridge”
  
• Or neighbourhood pages like “Plumber in Doon Kitchener”
  

These help you show up in searches outside your main city centre.

Blog Post Keywords

Use:

• Question keywords
  
• Long tail phrases
  
• Seasonal topics
  

Examples:

• “how much does furnace replacement cost in Kitchener”
  
• “signs you need a new water heater in Waterloo Region”
  
• “winter plumbing tips for Kitchener homeowners”
  

Create A Content Mapping Document

Add a tab to your spreadsheet:

Page / Post | URL | Primary Keyword | Secondary Keywords | Status

• Assign one primary keyword per page.
  
• Avoid creating multiple pages targeting exactly the same phrase.
  

Section 6: Finding Long Tail Keyword Opportunities

What Are Long Tail Keywords?

• Longer phrases (3–6 or more words)
  
• Very specific
  
• Lower search volume
  
• Higher conversion rate
  
• Easier to rank
  

Example:

• “plumber” – extremely competitive
  
• “plumber Kitchener” – still quite competitive
  
• “emergency plumber Kitchener Sunday” – far easier to rank, high intent

Method 1: Combine Modifiers

Create lists of modifiers:

• Location: Kitchener, Waterloo, Cambridge, Doon, Forest Heights, Stanley Park
  
• Urgency: emergency, same day, 24 hour, urgent
  
• Cost: affordable, cheap, best price, free estimate
  
• Quality: best, top rated, licensed, certified
  
• Time: weekend, Sunday, evening, late night
  

Then combine them with your core service:

• “affordable emergency plumber Kitchener”
  
• “licensed HVAC contractor Waterloo Region”
  
• “top rated dentist downtown Kitchener”
  

Method 2: Job To Be Done

Think in terms of tasks customers want done:

• “fix leaking pipe Kitchener”
  
• “repair broken furnace Waterloo”
  
• “install new water heater Cambridge”
  
• “unclog blocked drain Kitchener”
  

These phrases can be used in headings and FAQ sections.

Method 3: Google Search Console

After your site has been live for a couple of months:

1. Open Search Console.
   
2. Go to Performance.
   
3. View the “Queries” tab.
   
4. Sort by impressions.
   
5. Look for long phrases you did not even know you were showing up for.
   

Add promising queries to your spreadsheet, then:

• Expand or optimise the page that already shows for them, or
  
• Create a new blog post answering that query in depth.
  

Method 4: FAQ Research

• Check your own inbox and messages – what questions do Kitchener customers ask repeatedly?
  
• Look at competitor FAQ pages.
  
• Search forums or Facebook groups relevant to your industry.
  

Every real question can be turned into a long tail keyword and a helpful piece of content.

Section 7: Seasonal Keyword Research For Kitchener

Kitchener has clear seasons, and customers search differently in each one.

Winter (November–March)

Examples:

• “emergency furnace repair Kitchener”
  
• “frozen pipe repair Waterloo”
  
• “snow removal service Kitchener”
  
• “winter tire installation Cambridge”
  

Spring (April–June)

Examples:

• “air conditioning installation Kitchener”
  
• “spring HVAC maintenance”
  
• “landscaping services Waterloo Region”
  
• “roof repair after winter Kitchener”
  

Summer (July–August)

Examples:

• “AC repair Kitchener”
  
• “lawn care services Waterloo”
  
• “deck building contractor Kitchener”
  
• “swimming pool maintenance Kitchener”

Fall (September–October)

Examples:

• “furnace tune up Kitchener”
  
• “fall HVAC maintenance Kitchener”
  
• “leaf removal services Kitchener”
  
• “heating system inspection Waterloo Region”
  

Plan seasonal content 1–2 months before the peak. For example, publish furnace maintenance content in August so it has time to rank before October.

Section 8: Validating Your Keywords

Before finalising your keyword list:

Step 1: Search Each Keyword

• Use incognito mode.
  
• Look at page one.
  
• Ask:
  • Are these results similar to what I offer?
    
  • Are local Kitchener businesses ranking or just national sites?
    
  • Can I realistically create something better or more relevant?
    

Step 2: Check If It Triggers The Map Pack

If your keyword shows a Google Maps “3 pack”, it has strong local intent. That makes it a high value keyword for your website and Google Business Profile.

Step 3: Confirm Commercial Intent

Imagine the person behind the search:

• Are they researching or ready to buy?
  
• Would they realistically become a customer?
  

If the answer is “yes”, keep the keyword.

Step 4: Reality Check With Other People

Show your keyword list to a few non technical friends in Kitchener.

Ask:

• “Would you type this into Google if you needed my service?”

Delete or adjust phrases that feel unnatural.

Step 5: Start Small

Choose:

• 5–10 primary keywords for your homepage and core services
  
• 10–20 secondary and long tail keywords for upcoming blogs
  

You can always expand later. Focus beats trying to rank for everything at once.

Section 9: Tracking Your Keyword Performance

Method 1: Manual Tracking

Simple and free:

• Once a week or once every two weeks, search your main keywords in incognito.
  
• Note your ranking position (for example, position 12 or “page 2”).
  
• Write it in your spreadsheet with the date.
  

This is basic, but it shows clear trends over time.

Method 2: Google Search Console

Free and powerful:

• In Performance, see:
  • Which queries show your site
    
  • How many impressions and clicks you get
    
  • Your average position for each keyword

Check monthly to see which keywords are rising or falling.

Method 3: Google Business Profile Insights

For local discovery:

• Monitor which search terms are generating views and actions such as calls, website visits, or direction requests.
  

This shows which local queries are paying off.

Method 4: Google Analytics

If hooked up to Search Console, you can see which queries drive traffic and leads. At minimum, track:

• Organic traffic growth
  
• Pages that generate the most enquiries

What To Watch

• Ranking position
  
• Impressions
  
• Clicks and click through rate
  
• Conversions (calls, form submissions, bookings)
  

When To Adjust

• No rankings after 3 months – keyword might be too competitive or the page is too weak.
  
• Good rankings but few clicks – improve title and description.
  
• Good clicks but no conversions – improve the page content and call to action.
  

Section 10: Common Keyword Research Mistakes

Avoid these traps:

• Only targeting high volume terms like “plumber” and ignoring “emergency plumber Kitchener” that actually bring paying customers.
  
• Ignoring long tail keywords that are easier to rank and bring better leads.
  
• Forgetting neighbourhoods like Doon, Forest Heights, Huron Park, Stanley Park.
  
• Not considering search intent, chasing DIY queries instead of hire ready queries.
  
• Keyword stuffing your content with awkward repetition instead of writing naturally.
  
• Never updating your research, even though search trends and services change.
  
• Only using one method or tool, which means you miss a lot of opportunities.
  
• Ignoring competition realities, trying to outrank national brands instead of owning specific local phrases.
  

Section 11: Creating Your Keyword Strategy Document

Pull everything together into a simple, practical document.

Section 1: Primary Keywords (5–10)

• Your highest value terms
  
• Targeted on homepage and main service pages
  

Example:

• “emergency plumber Kitchener”
  
• “plumbing services Kitchener”
  
• “furnace repair Kitchener”

Section 2: Secondary Keywords (20–30)

• Individual service page and neighbourhood phrases

Example:

• “water heater repair Waterloo”
  
• “drain cleaning Kitchener”
  
• “plumber Forest Heights Kitchener”
  

Section 3: Long Tail Keywords (50+)

• Blog topics and FAQ headings

Example:

• “how much does furnace replacement cost in Kitchener”
  
• “how to prevent frozen pipes in Kitchener winter”

Section 4: Content Calendar

• Which pages to create first
  
• Which blog posts to publish each month
  
• Seasonal content timing for Kitchener
  

Section 5: Tracking Plan

• How often you will check rankings and traffic
  
• Which metrics matter most to you (calls, bookings, form submissions)
  
• When you will review and adjust your keywords (every 3–6 months)
  

You now have a complete, practical toolkit for finding the keywords that real people use to search for businesses in Kitchener. Every method in this guide uses free tools and platforms. No subscriptions, no expensive software – just smart use of Google, your own data, and a simple spreadsheet.

Start with Google Autocomplete, “People also ask”, and Google Keyword Planner. Then layer on insights from your Google Business Profile, competitors, AnswerThePublic, YouTube, and Google Trends. Remember that almost half of all Google searches now have local intent, and “near me” searches continue to grow. If you align your website and content with these local searches, you can compete with much larger companies.

Do not try to target everything at once. Pick a small set of high priority Kitchener keywords, build or improve pages around them, and track your progress. Update your keyword research every six months, add new ideas, and respond to what the data tells you.

The right keywords bring the right visitors – and the right visitors become loyal local customers.