He works out of his home office like I do, but he serves local clients only. I had a look at his blog and it seemed decent enough. So in helping him with keywords we logged into my account for worktracker and did some basic searching for concepts related to his business. The thing is, being in Canada certain businesses use completely different terms and Wordtracker has no data for that at all. So in this situation there is some extrapolating to do, and then elimination testing.
We could only do so much with the best keyword resource available, so I asked him who answers his phones. He says "Mostly me, why?" "Well, Do you have repeated questions, or certain questions that usually lead to more business for you?"
He said he never tracked it, but could spew out a few questions right there that came to mind. We jotted them down because I told him, that in serving local clients those phone calls/questions (he gets lots), should be your first inspiration for keywords to blog about.
Google gives more credence to resources/websites for searches that require local help. Dentist, accountant, lawyer, contractor, etc. So if someone in the business owners' area hits on his keyword - especially longtail, then he will rank VERY high, very quickly in that local search, and this can be accomplished quite easily.
The thing is, if a business owner is getting phone calls about certain subjects, then there is a strong likelihood that there are many more online searches being done with the exact same question, within his vicinity.
Together, we got a few keywords for him to start blogging on, but I told him to START WRITING DOWN the main question of each phone call he gets over the next month. The plan is to go back and help him get his blog more focused and see which of those questions turn into sales leads for him.
If you have local clients, this suggestion may be deemed of great value to them.