A Frankston roofer once told us he'd been writing blog posts for a year with almost no traffic to show for it — because every post targeted "roofing services", a term far too broad and competitive for a single-location business to ever rank for. Keyword research fixes exactly this problem: it tells you which searches are realistically winnable, which ones your customers actually type, and which ones are a waste of your time. You don't need expensive software to get most of the value.
Start by thinking like your customer, not your industry
The biggest keyword research mistake is using the words your business uses internally rather than the words your customer types into Google. An accountant might think in terms of "BAS lodgement services"; a customer might search "how much does it cost to do a business tax return". Before opening any tool, write down the plain-language questions and phrases a real customer would use at each stage — researching, comparing, ready to buy.
Use Google itself as a free keyword research tool
Google gives away an enormous amount of keyword insight for free, if you know where to look:
- Autocomplete — start typing a search and note the suggestions Google offers; these are real, common queries.
- "People also ask" — the expandable questions on a results page show related questions worth answering.
- Related searches — listed at the bottom of the results page, these reveal adjacent terms.
- Google Search Console — if your site already has some traffic, the Performance report shows the exact queries people already use to find you, including ones you might not be targeting deliberately yet.
A Ballarat kitchen renovation business could type "kitchen renovation cost" into Google and immediately see autocomplete suggestions like "kitchen renovation cost Victoria" or "kitchen renovation cost per square metre" — both genuine content opportunities.
Understand search intent before you target a term
Not every keyword deserves the same kind of page. Matching intent correctly matters more than matching the exact words. Broadly, searches fall into:
- Informational — "how does a heat pump hot water system work" (someone learning).
- Commercial investigation — "best hot water system for a family of four" (someone comparing).
- Transactional — "hot water system installation Ballarat" (someone ready to buy).
- Navigational — "Rheem hot water Ballarat" (someone looking for a specific brand or business).
A blog post suits informational and commercial-investigation intent; a dedicated service page suits transactional intent. Sending a "ready to buy" searcher to a general blog post — or an "just learning" searcher to a hard-sell service page — costs you conversions either way.
Weigh search volume against realistic competition
High search volume looks appealing, but it's meaningless if you can't realistically compete for it. A national keyword like "personal injury lawyer" is dominated by large firms with years of authority behind them; a Launceston-based firm has a far better shot at "personal injury lawyer Launceston" or "car accident compensation Tasmania". This is where local and long-tail terms — longer, more specific phrases — genuinely level the playing field for small business.
| Keyword type | Example | Competition | Best fit |
|---|---|---|---|
| Broad/national | "web design" | Very high | Rarely worth targeting for a local business |
| Local | "web design Newcastle" | Moderate | Core service pages |
| Long-tail informational | "how much does a small business website cost" | Lower | Blog content |
| Long-tail local | "affordable website designer Newcastle for tradies" | Low | Blog or landing page |
Group keywords by topic, not by page
Rather than hunting for one keyword per page, group related terms into topic clusters. A Hobart physiotherapist treating sports injuries might cluster together "sports physio Hobart", "ACL rehab exercises", "return to sport after knee injury" and "physio for runners" — one core service page plus several supporting blog posts, all interlinked. This approach builds what's known as topical authority, which tends to outperform a scattergun approach to isolated keywords.
Check what's already ranking
Before committing to a keyword, search it yourself and look honestly at what currently ranks. If the first page is dominated by large national directories or well-established competitors with years of content, be realistic about your odds and consider a more specific angle. If the results look thin, generic or outdated, that's a genuine opportunity for a small business to do better.
Turn keywords into a content plan
Keyword research is only useful once it becomes actual pages and posts. For each keyword or cluster, decide:
- Is this a core service page or a supporting blog post?
- What does the ideal answer actually include, based on what's missing from current top results?
- Where does it fit in your internal linking structure?
- What's the one action you want the reader to take at the end?
Then write for the human first — our website copywriting that converts guide covers how to turn a keyword into copy that actually persuades, not just ranks.
Revisit your keyword research periodically
Search behaviour shifts — new competitors appear, seasonal patterns change, and your own business may add services worth targeting. Revisit your keyword list every six to twelve months, and keep an eye on Search Console for new queries already sending you traffic that you haven't deliberately targeted yet.
Key Takeaways
- Research the words your customers actually use, not your industry's internal language.
- Google's own autocomplete, "people also ask" and Search Console are free and genuinely useful.
- Match each keyword to the right kind of page based on search intent.
- Local and long-tail terms are far more winnable for a small business than broad national terms.
- Group related keywords into topic clusters rather than chasing isolated terms.
Frequently Asked Questions
Do I need paid tools for keyword research?
Not to get started. Google's autocomplete, "people also ask", related searches and Search Console will get a small business most of the way there for free. Paid tools add convenience and volume data, but they're not essential.
How many keywords should I target per page?
One primary keyword per page, supported by a handful of closely related terms used naturally. Trying to target many unrelated keywords on one page tends to dilute its focus and hurt rankings for all of them.
What's the difference between short-tail and long-tail keywords?
Short-tail keywords are broad and highly competitive ("plumber"); long-tail keywords are longer, more specific phrases ("emergency plumber Parramatta weekends") that are easier to rank for and often convert better because the searcher's intent is clearer.
Should I target keywords with low search volume?
Often, yes, especially for a local business. A term with modest volume but low competition and high buying intent can bring in more actual customers than a high-volume term you'll never rank for.
How do I find out what keywords are already bringing traffic to my site?
Check the Performance report in Google Search Console, which lists the exact search queries triggering your pages in results, along with clicks and impressions.
Is keyword research a one-off task?
No. Treat it as an ongoing habit — revisit it periodically as your business, competitors and customer language evolve.
How does keyword research relate to Google Ads?
The research process is similar, but the stakes differ — in Google Ads you're paying per click immediately, so keyword choice directly affects cost, whereas in SEO the cost is your time and content effort. Our SEO vs Google Ads guide compares the two properly.
What should I do if a keyword I want is too competitive?
Look for a more specific, local or long-tail variation of the same topic. You can often still reach the same customer with a narrower phrase that's realistically winnable.
Find the words your customers are already searching
Good keyword research turns guesswork into a clear content plan. If you'd like help finding and prioritising the right terms for your business, have a chat with Pixel and Pine — we'll show you exactly what's worth targeting.
