Begin by thinking about the specific services or products you offer, paired with the exact location or neighbourhood you’re targeting. For example, a florist in Colchester might start with phrases like “wedding flowers Colchester” or “flower delivery in Colchester.” Tools like Google Keyword Planner, Google Trends, and even Google’s autocomplete feature can help identify which local phrases people are actually using. Look at competitor websites or local listings to see which terms they rank for. Don’t forget “long-tail keywords” that describe detailed services, like “same-day flower delivery Wivenhoe.” Include colloquial expressions or nicknames if they’re commonly used by locals. Once you have a list, prioritise them based on relevance, search volume, and user intent—making sure they match what your Essex audience is likely to type. Integrating these keywords naturally into your content, titles, and meta tags helps Google understand your local focus.