Look, if you’re running a business – whether its a plumbing company in Melbourne or a bakery in Brisbane – you’ve probably heard people throw around the term “keyword research” like its some kind of magic spell.
And honestly? They’re not wrong. It kinda is.
## So What Actually IS Keyword Research?
Think of keyword research like this… You know when you’re trying to find a good pizza place nearby and you type “best pizza near me” into Google? That’s you using keywords. Now flip it around – if you OWN that pizza place, you better make sure your website shows up when people type those words.
That’s keyword research in a nutshell. **Finding out what your customers are actually typing into Google** when they’re looking for businesses like yours.
Pretty simple right?
Well… sort of.
## Why Should You Care? (Spoiler: Because Money)
Here’s the thing – you could have the best website in the world. Beautiful design, amazing photos, all the bells and whistles. But if nobody can find it? You might as well have built a billboard in the middle of the desert.
I’ve seen businesses transform overnight just by figuring out what their customers are searching for. Like this electrician I worked with in Sydney… He was trying to rank for “electrical services” (good luck with that mate). We did some digging and found out people in his area were actually searching for “emergency electrician western sydney after hours”.
Guess what happened when we optimized for THAT instead?
Yeah. His phone started ringing.
## The Basics – Where Do You Even Start?
Alright so you’re convinced. Now what?
First things first – **stop guessing what people are searching for**. I know you think you know your customers but trust me… you’ll be surprised.
Here’s what you need to do:
**1. Brain dump everything**
– What services do you offer?
– What problems do you solve?
– What questions do customers always ask you?
Write it all down. Don’t filter yourself.
**2. Think like your customer**
Forget industry jargon. Your customers don’t search for “comprehensive dental restoration services”. They search for “fix broken tooth melbourne”.
**3. Check what’s actually working**
This is where tools come in handy. Google’s own Keyword Planner is free (though they make you jump through hoops to get it). There’s also paid tools but honestly? Start simple.
## The Secret Sauce – Long-Tail Keywords
Here’s where most businesses mess up…
They want to rank for “plumber”.
Good luck competing with every plumber in Australia for that one word. You know what’s easier AND more profitable?
**”emergency plumber burst pipe northside brisbane”**
Yeah its longer. But the person typing that? They need help NOW. They’re ready to call. They’re ready to pay.
These longer, more specific phrases are called long-tail keywords. And they’re absolute gold for local businesses.
## Local Keywords – Your Secret Weapon
If you’re a local business (and if you’re reading this, you probably are), you’ve got a massive advantage. You don’t need to compete with the whole world. Just your area.
Always include:
– Your suburb
– Your city
– Nearby landmarks
– “Near me” variations
So instead of “hair salon”, you want “hair salon Bondi Junction” or “hairdresser near Westfield Sydney”.
Makes sense?
## But Wait… There’s More (The Stuff Nobody Talks About)
Here’s some insider knowledge for you…
**Search intent matters more than search volume.**
Let me explain. Say you sell air conditioners. You might see that “air conditioner” gets searched 10,000 times a month. Amazing! But wait…
Are those people looking to:
– Buy an air conditioner?
– Fix their air conditioner?
– Learn how air conditioners work?
– Find out why their air conditioner is making that weird noise?
See the problem?
You want keywords where people are ready to buy. Words like:
– “air conditioner installation sydney”
– “split system prices melbourne”
– “ducted aircon installers near me”
Less searches? Sure. But way more likely to turn into actual customers.
## The Biggest Mistakes I See (Don’t Do These!)
**1. Ignoring questions**
People ask Google questions all day long. “How much does…” “Where can I find…” “Who does…” – these are goldmines.
**2. Forgetting about voice search**
More people are talking to their phones now. They don’t say “plumber Sydney”. They say “Hey Google, find me a plumber in Sydney who can come today”.
**3. Set it and forget it**
Keywords change. New competitors show up. Google changes its mind about what it likes. You gotta keep checking and adjusting.
## So… Now What?
Look I could go on for hours about keyword research. There’s tools to learn, competitors to spy on, trends to track…
But here’s my advice if you’re just starting out:
**Pick 5 main services you offer. For each one, write down:**
– What you call it
– What customers call it
– What problem it solves
– Where you offer it
Then start creating content around those topics. Blog posts, service pages, FAQ sections. Whatever makes sense for your business.
And if this all sounds like too much work? Well… that’s why companies like Bold SEO exist. We literally do this stuff all day long. We’ve got the tools, the experience, and honestly? We find this stuff fun (yeah we’re weird like that).
## The Bottom Line
Keyword research isn’t rocket science. But it does take time and know-how to get right. The good news? Even doing it badly is better than not doing it at all.
Start simple. Track what works. Adjust as you go.
And remember – behind every search is a real person with a real problem. Figure out what they’re typing, give them the answer they’re looking for, and watch your business grow.
Its really that simple.
Well… mostly that simple. 😉
*Want to chat about your SEO strategy? Give the team at Bold SEO a call on 1300 143 535. We love talking about this stuff.*
Copyright © 2023 Bold SEO
