Think back to your last marketing meeting. SEO. Keyword Research. Organic Traffic. These terms get flung around so often that they almost start to lose their meaning. It’s easy to nod along, but it’s a lot harder to actually explain how they work.
In Australia, Google still dominates the landscape with nearly 88% of the market share. What does this mean for your business? Well, it means if you want to reach your audience, you need to be conducting keyword research, end of story.
If you’ve ever felt like you’re just skimming the surface with SEO, stay with us. Today, we’re going to fully delve into the process – starting with the fundamentals of keyword research, step-by-step, with no pressure.
What is Keyword Research? (And Why You Can’t Ignore It)
The number one goal of any business is to understand what their audience is looking for. Once you’ve nailed that, you have a much better chance at connecting with them. Keyword research essentially kicks that door open.
It reveals exactly what your customers are typing – word for word, phrase for phrase – almost like you’re rummaging through their thought process. It is the core foundation of any successful SEO strategy.
Put simply, keyword research is the process of uncovering the specific words and phrases your customers plug into search engines to find solutions. Without it, you’re putting your effort into places where you aren’t even sure your customers are looking (and why would you do that?).
How to Find the Right SEO Keywords in 5 Steps
So, where do you start? You don’t need to know every technical detail about SEO to see results, but you do need a structured approach to follow.
1. Identify Your Core Offerings And Who They’re For
The first step of SEO keyword research is knowing who you are. What makes you unique? That’s your anchor. The second is understanding who you appeal to. Imagine ranking for a generic keyword for your clothing brand, only to find that every click comes from a window shopper with zero intent to buy. It’s a waste of time, money, and effort. Or, picture building a technical product page when your customers are actually just looking for a quick blog post.
That disconnect costs you in the long run. To get this right, you need to know your target audience like a close friend. You need to know if they’re the type of people to sign up for a HYROX, cheer from the sidelines, or do neither.
2. Uncover Long-Tail Keywords
Before we get into basic SEO keyword research, let’s break down the following terms:
- Short-tail keywords: These are broad, one or two-word terms. Think ‘Gym’ or ‘Clothing.’ They reach a massive audience, but they’re usually vague.
- Long-tail keywords: These are specific phrases – usually more than three words – aimed at niche audiences.
Uncovering long-tail keywords in Australia is where you make an impact. If your target audience is the type to sign up for a HYROX, come hell or high water, that’s one thing. But if they’re also the type to fly across continents and spend a fortune on sightseeing – that’s your niche. Long-tail keywords target those specific people. These are the same people searching for ‘best deep tissue massage for post-HYROX recovery’ rather than just a massage. Make sense?
3. Check What Your Competitors Are Doing
Next, it’s time to snoop around. Yes, you could whip your own strategy out of a hat, but your competitors already know what’s working. Snooping around saves you time and resources. Instead of guessing, you can see exactly where the gaps are and figure out how to fill them. Look at their on-page and technical SEO. Compare it to yours. Simply copying and pasting isn’t going to get you far, but a cheeky glance at your competitors can give you a rough plan that you can then build upon.
4. Understand Search Intent
You can’t do business without understanding the psychology behind it. That’s why search intent is so important. Quantity means nothing if you aren’t addressing your customers’ needs. Are they looking for more information? Or are they itching to pull out their credit card? Understanding this helps you provide the right answers in the right form, so your customers don’t have to go wandering off the unbeaten path (and into the arms of your competitors).
5. Shortlist and Prioritise
You’ve done the research, compiled the keywords, and you understand your customers deeply. Now, it’s time to be ruthless. What are your goals?
If you’re looking to generate awareness, focus on top-of-the-funnel content. On the other hand, if you need sales starting yesterday, your resources should be pooled into bottom-of-the-funnel keywords. Select the terms that align with your business needs and leave the rest for another day.
Top Tools for Finding Local Australian Search Data
As an Aussie business, if your target audience is local, you need to think local. General keyword research won’t do. Take a physiotherapy clinic, for example. Your customers are searching for someone nearby – not just a physio, but a physio in their specific suburb. It doesn’t matter how specialised you are; they’re almost certainly not driving four hours to see you (don’t take it personally).
To help you reach the right audience, here are the best tools for the job:
- Google Business Profile: This is the most crucial tool for local SEO. It puts you on the map and feeds your information directly into ‘near me’ results.
- Semrush Local: If you want to track your ‘map rank’ across different suburbs, Semrush Local is the most effective tool to do it.
- BrightLocal: This is great for managing local citations and reviews, helping you optimise your online presence for your specific area.
- Google Search Console: A powerful tool that shows you exactly what your customers are typing to find you.
Ready to Optimise Your Website?
Keyword research might seem like a formidable challenge at first glance, but look again. Always look again. Once you’ve navigated the basics, you’ll notice your SEO strategy start to bring in the results you’ve been looking for.
But remember: SEO is a long game. Results don’t come overnight; it takes time, patience, and consistent strategic thinking. We understand that not every business has the time to execute this at the highest level. If you’re looking for local SEO services in Australia, our team at Move Ahead Media is here to help. Beyond that, we offer full SEO audit services for Australian websites, so that you know exactly what you need to do to drive qualified enquiries. Reach out to us today to get started!
Frequently Asked Questions (FAQs)
How do I find local keywords for my Australian business?
Start by combining your service with your specific suburb or city (e.g., Plumber in Richmond). You can also use Google Business Profile and Google Search Console to see exactly which local terms people are already using to find you.
What is a long-tail keyword?
A long-tail keyword is a specific phrase, usually three words or more, that targets a very particular search intent. While they have lower search volume than broad terms, they attract highly qualified leads who are much closer to making a purchase.
Can I do keyword research without paid tools?
Absolutely. You can find the exact phrases your customers use for free:
- Google Autocomplete: Start typing your service and city into Google. The drop-down predictions aren’t guesses – they are the most popular, real-time search terms people are using.
- ‘People Also Ask’ Boxes: Look for the question boxes in search results. Every question listed is a proven long-tail keyword phrase that your customers want answered.
