Keyword research is different for Pakistan and different regions of the world. If you are researching keywords for a service business in Pakistan, you cannot expect to use the same strategy used for European-based or US-based keyword research. This is because for service businesses in Pakistan, the search volume can be lower for a specific product due to different reasons.

When people search in Pakistan, they rarely use perfect English terms. If you are a Pakistani business, you may write several pages about your services or what you offer. However, your clients can search for their needs. They may use a combination of Urdu and English, in addition to a city name or a product name. 

What you must understand in the context of Pakistan is that choosing the right keywords means exploring how Pakistani customers search for products and servcies. You need to create your content to answer specific queries of customers and what they are searching.

Let’s discuss how you can improve your keywords strategy for a service business in Pakistan.   

Start With What You Actually Sell

Using keyword research tools is good. However, using them aimlessly without understanding your services in plain language is not good.

For example, if you are using a web development agency in Lahore, your preferred keywords can be:

• website design
• E-commerce development
• WordPress maintenance
• Website speed optimization

Your prospective customers may also write some Urdu words instead of writing “ecommerce development.” So, expect some bilingual search behaviour from customers. Many people are used to typing Urdu words and phrases in English. So, they might entirely search something in Urdu, such as ecommerce website development. 

Use the Service/ City Pattern

Many service businesses in Pakistan use keywords that are nowhere near the highest-converting keywords. The formula is simple. Use the service + city pattern.

For instance, if customers are searching for “SEO agencies in Lahore,” or “web development agencies in Karachi,” these keywords have a specific intent based on location and a city. If they do not mention a city name, they might be doing general research on SEO, not interested in hiring SEO companies in Lahore. 

Do not ignore local keywords. They are significantly important despite having low search volume. 

Focus on Problem-Aware Searches

There are several stages of a customer’s journey. Some customers are not problem-aware and are searching from scratch, hoping to find an answer to their problem. However, customers searching for a service business already know what their problem is. They are problem-aware.

For example, a CEO might search for a keyword like “why is my website slow.” They may not search “how to optimise websites for speed.”  

As you can see, these keywords are customer queries that are close to their journey. You can convert these queries into blog topics. So, as a keyword researcher, write the answer and explain the cause. Then, do internal linking with a service page that discusses that solution in detail. 

Use a Mix of Urdu and Roman Urdu Keywords

Yes. This remains a vital keyword research strategy for Pakistani businesses.

This actually creates a gap in their strategy. This is because thousands of individuals in Lahore alone search Google using Roman Urdu.

Unless you write content that is optimised for Roman Urdu searches, you’re missing out.

So, just as you plan your English keywords, generate natural Roman Urdu versions of your English keywords. For example, you use “how to start freelancing.” Use it in Urdu as “online freelancing kaise karon.”

Similarly, “best restaurants in Islamabad for Pizza,”. This keyword can be explained in Urdu as “Islamabad mein best pizza restaurant.”

This way, search engines will understand the specific city and country and record the autocomplete suggestions.  

Check Google Search Console Before Writing Content 

Google Search Console is a useful tool that helps marketers to understand search queries. It gives you vital information like how many impressions you got on a specific page or blog. Find keywords that are not ranking well. A small improvement to the page, a clearer title, or an added section can move them to page one.

Do not try to search for new keywords. The tool shows you what Google recorded related to your site. So, try building on that instead of starting from zero again. 

Match Page Type to Search Intent

You cannot convert every keyword into a blog. You can write a blog about “The Best SEO Agencies in Lahore,” however, you need to create a service page with clear pricing and a call to action as well for that.

Moreover, you can write a long-form and informative blog on “Why technical SEO matters.

The key is to publish a blog when it makes no sense to create a service page. Use keywords wisely and do not waste them. Otherwise, your target customers will remain frustrated.

Use One Primary Keyword Per Page

A page can rank for many related phrases. However, one page should have a single objective. To sell or inform.

Do not try to assign too many primary or focus keywords to each URL. Then, utilise closely-related keywords in the content in subheadings and the body text. Do not try to make two pages compete for the same keyword.

Use Google Sheets or Microsoft Excel. Not your primary keyword, page type, and secondary keywords. This helps to create a robust content strategy with the right keywords for every page. 

 The Bottom Line

Not sure about your service business website’s keyword strategy? 

The goal of every service business is to bring clients through their optimised content. Many marketers use different tools such as Google Keyword Planner or Ahrefs. However, you first need to research the Search Console’s data to identify the right keywords that will actually convert for a Pakistan-based service organisation.  

Our SEO experts use keyword strategies that align with the search intent of your service business’s customers. At seo.com.pk, we do not look at how popular a keyword is. We explore high-intent queries your competitors ignore.

Get a free SEO audit of your service business website today from our experts. You will get a full roadmap for keyword planning according to your city and services. We’ll create one key intent page, optimised for Roman Urdu search terms your competitors are often missing out on.