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What keywords should I be targeting?
There are no "best keywords." There are keywords your customers actually search for, and there are keywords you wish they searched for. Most businesses we...
There are no “best keywords.” There are keywords your customers actually search for, and there are keywords you wish they searched for. Most businesses we audit have content optimised for the second category and wonder why nothing converts.
The fix: research what your customers actually type, then write for those terms specifically. Boring, slow, effective.
How to find real keywords (without paying for tools)
Google Search Console
If you have any traffic at all, Search Console’s Performance → Queries report shows what people actually type to find you. The reality is often surprising. Pages you optimised for “widgets” rank for “how do widgets work in 2026.” Adjust to what’s actually happening.
Google autocomplete
Type your service into Google. Don’t hit enter. The autocomplete suggestions are real searches. “Plumber Newcastle” → “plumber Newcastle 24 hours”, “plumber Newcastle west”, “plumber Newcastle blocked drain.” Goldmine.
People Also Ask
Below most search results, the “People also ask” box shows related questions. These are real questions, ranked by Google’s estimate of search frequency. Free keyword research.
Reddit + forums
If your industry has active Reddit subs or industry forums, the questions people ask there are unfiltered keyword research. “What should I look for when hiring a builder?” This is the language to use.
Categorising keywords by intent
“How does X work”, “what is Y.” The searcher wants to learn. Convert with helpful content + a soft CTA.
“Best [product] for [use case]”, “X vs Y”, “[product] reviews.” The searcher is researching a purchase. Convert with comparison content + a clear next step.
“[product] price”, “[service] [suburb]”, “buy [product].” The searcher is ready to act. Surface offers, prices, contact details.
“[brand name]”, “[brand] login.” They want a specific site. Easy to rank for your own brand. Don’t neglect this.
How to use them once you have them
One primary keyword per page. Each page should have a clear topic. Targeting 12 keywords on one page is targeting nothing.
Title tag. Primary keyword close to the start. Brand at the end. 50-60 chars total.
H1. Restates the page topic in human language. Don’t keyword-stuff.
First paragraph. Includes the primary keyword and a related variant naturally.
Subheadings (H2, H3). Use related terms. If the page is about “solar panel installation”, H2s might be “Solar panel costs”, “Choosing a solar inverter”, “Government rebates 2026.”
What not to do
Stuffing. Repeating the keyword every other paragraph. Google’s good at detecting unnatural density.
Targeting head terms only. “Plumber” is unwinnable. “Emergency plumber Newcastle West weekend” might be very winnable.
Buying keyword lists. SaaS tools sell “1000 keywords for plumbing” lists. Most are noise. Better to research 20 deeply.
Ignoring branded terms. If competitors are bidding on your brand name, defend with your own listing.
Want this done, not just explained?
That's the same advice we give in a scoping call. When you want it executed, we run Local and Growth SEO programs for Australian businesses.