How Do You Find and Target the Right Keywords for SEO?

Choosing the right keywords is the foundation of any successful SEO strategy. If you target terms that your audience isn’t searching for, your content may never be seen. But if you focus on highly relevant keywords, you can connect with the right people at the right time. This guide explains how to research, choose, and optimise for the best keywords to grow your online visibility.

Why Does Choosing the Right Keyword Matter?

Selecting the right keyword determines whether your content reaches an engaged audience or gets lost in the noise. Quality keywords align with user needs, boost your chances of ranking, and generate leads.

Example:
A Melbourne plumber competing for the generic keyword “plumbing” would face massive competition from directories and Wikipedia. But targeting “emergency plumber Melbourne 24/7” allows them to reach local customers with urgent needs, dramatically increasing conversion potential.

How Can You Understand Search Intent Before Choosing Keywords?

Search intent tells you why someone types a query into Google. There are four main types:

Informational: Looking for knowledge (e.g., “how to fix a leaking tap”).

Navigational: Searching for a brand or website (e.g., “Bunnings tap washers”).

Transactional: Ready to buy or act (e.g., “buy tap washers online”).

Commercial Investigation: Comparing options before making a purchase decision (e.g., “best plumber Melbourne reviews” or “top camping gear for beginners”).

Matching your content to intent ensures you don’t frustrate users or miss opportunities.

Examples:

• “How to fix a leaking tap” → best for a blog guide (informational).

• “Bunnings tap washers” → brand-focused landing page (navigational).

• “Buy tap washers online” → e-commerce product page (transactional).

• “Best plumber Melbourne reviews” → comparison or listicle content (commercial investigation).

Which Tools Help You Research the Best Keywords?

Guessing keywords is risky. Tools provide real data on volume, competition, and trends. Using both paid and free options gives the best results.

Google’s free tools

Google Keyword Planner shows monthly volumes and suggests related searches. Google Trends helps identify seasonal and rising topics.
Example: A Brisbane accountant might see “tax return help Brisbane” surges in June and July, perfect for seasonal content.

Niche and emerging tools

AnswerThePublic reveals questions people ask, while Ubersuggest provides affordable keyword and traffic data.
Example: A Gold Coast real estate agent could uncover terms like “how to buy an investment property Gold Coast” that big agencies overlook.

Case study:
An Adelaide digital marketing agency switched from the generic “digital marketing services” to “affordable SEO Adelaide for small business” after research with Keyword Planner. Within six months, these pages ranked and generated quality local leads.

How Do You Balance Volume and Competition?

The best keyword strategy balances volume (demand) with competition (difficulty).

• High-volume keywords build brand visibility but are tough to rank for.

• Long-tail keywords have lower volume but are easier to win and more likely to convert.

Why not only chase high-volume terms?

They attract lots of searches but often pit you against national brands. Smaller sites may struggle to break through.
Example: A Sydney dental clinic chasing “dentist Sydney” faces overwhelming competition from directories and large chains.

Why do long-tail keywords matter more?

They attract fewer searches but capture people closer to taking action.
Example: “emergency dentist Sydney open Sunday” is more specific and signals urgent intent, making it easier to convert.

How do you strike the balance?

1. Use broad keywords to guide topics, then add long-tail variations.

2. Check difficulty scores with SEO tools.

3. Prioritise intent-driven terms (buy, book, near me).

4. Blend both over time: start with long-tail, then scale to higher-volume terms.

Example:
A Sydney fitness studio could target:

• High-volume: “personal trainer Sydney” → builds awareness.

• Long-tail: “affordable group fitness classes Sydney CBD” → smaller volume but high intent.

This pyramid approach captures both visibility and conversions.

How Should You Analyse Competitor Keywords?

Studying competitors helps uncover opportunities you might miss. A structured approach includes:

Which keywords are they ranking for?

Check their top-ranking terms to see where they drive traffic.
Example: A Perth clothing boutique might see rivals ranking for “summer dresses Perth” but not “affordable maxi dresses Perth.” That’s a chance to step in.

Where are the keyword gaps?

Look for terms they’ve ignored or under-optimised.
Example: A Brisbane law firm ranking for “family lawyer Brisbane” but not “child custody lawyer Brisbane” leaves an opening for you.

How strong is their positioning?

If they only hold weak positions (bottom of page one), you can overtake them with better content.
Example: A Melbourne IT support firm may notice a competitor at position nine for “managed IT services Melbourne.” With stronger content and links, they can climb higher.

Can you learn from their content strategy?

Analyse what content types perform best. Then improve on them.
Example: If a Gold Coast gym only targets “personal training Gold Coast” with a basic service page, you could create in-depth blogs like “Top 5 Personal Training Programs on the Gold Coast” to capture more queries.

What Role Do Content and On-Page SEO Play in Targeting Keywords?

Finding the right keyword is only half the battle. To succeed, integrate it naturally into:

• Page titles and meta descriptions

• H1 and H2 headings

• Body content

• Alt text and internal links

Supporting your main keyword with related terms strengthens topical authority.

Example:
An electrician targeting “ceiling fan installation Melbourne” could also include terms like “licensed electrician,” “fan repair,” and “home wiring safety” to build relevance.

How Do You Track and Adjust Keyword Performance?

SEO is never static. Monitor your keywords to see which ones are ranking, driving traffic, and converting. Use tools like Google Search Console.

Example:
If your blog on “best camping spots in Victoria” starts slipping in rankings, update it with fresh destinations, new images, and an FAQ section. Regular updates signal relevance to Google and can restore visibility.

FAQ

What is the difference between short-tail and long-tail keywords?
Short-tail keywords are broad (e.g., “lawyer”), while long-tail ones are more specific (e.g., “divorce lawyer Perth CBD”). Long-tail terms usually have lower competition and higher conversion rates.

How many keywords should I target per page?
Focus on one primary keyword per page, supported by 3–5 secondary terms. This keeps content focused and prevents dilution.

Can I rank without using SEO tools?
Yes, but it’s harder. Tools save time and provide insights you can’t gather manually. Free options like Google Keyword Planner are excellent starting points.

How often should I review my keyword strategy?
Every three to six months. Faster-moving industries may need monthly reviews.

Do keywords still matter with Google’s AI updates?
Yes. While Google uses AI to understand context and intent, keywords remain vital signals for search engines and users.

Summary

Keyword targeting starts with understanding user intent and researching terms with the right mix of volume and competition. By analysing competitors, blending broad and long-tail keywords, and optimising content strategically, you can improve visibility and attract high-quality traffic. Regular monitoring and updates ensure your SEO strategy stays relevant, sustainable, and growth-focused. Businesses that master keyword research and implementation are best placed for long-term success.