My friend owns a plumbing company. Google shows no monthly searches for a keyword I looked up "Bay Ridge plumber" Bay Ridge is an area in Brooklyn with a population of over 50,000 people. Is it wise to assume that Google may be wrong and make an effort to rank the keyword anyway? It has low competition and I could likely rank it within a couple of weeks. Or should you never bother with a keyword that shows no global monthly searches in the keyword tool?