Keyword research is the foundation of any successful digital marketing strategy. It is the process of discovering the exact words and phrases your potential customers in Australia are typing into Google when they need your products or services.
Without proper research, you are essentially flying blind—creating content that no one is searching for or targeting terms that are far too competitive for a local business to rank for. By the end of this guide, you will have a list of high-value keywords that will help you attract qualified leads and grow your business.
Prerequisites
Before we dive in, ensure you have the following ready:- A clear understanding of your core services: What exactly do you sell?
- A Google Account: To access free tools like Google Keyword Planner.
- 30-60 minutes of focused time: Good research requires a bit of digging.
- A spreadsheet tool: Google Sheets or Excel to keep track of your findings.
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Step 1: Brainstorm Your 'Seed' Keywords
Start by putting yourself in your customer’s shoes. If you were looking for your business, what would you type into Google?Focus on your core services. For example, if you are a plumber in Brisbane, your seed keywords might be:
- Plumber Brisbane
- Blocked drains
- Hot water system repair
- Emergency plumber
Step 2: Use Google’s 'Autocomplete' Feature
Google is a goldmine for free data. Open a browser (ideally in Incognito mode) and start typing one of your seed keywords into the search bar. Do not hit enter yet.Google will suggest several variations based on what other Australians are searching for. These are known as "long-tail keywords."
Pro Tip: Try typing your keyword followed by a letter (e.g., "Plumber Brisbane a...", "Plumber Brisbane b...") to see a wider variety of suggestions.Step 3: Check the 'People Also Ask' Section
After you perform a search, scroll down the results page. You will often see a box titled "People also ask". This section reveals the specific questions your customers have.If you are a mortgage broker, you might see "How much deposit do I need for a house in QLD?" These questions make for perfect blog post titles that drive organic traffic.
Step 4: Analyse 'Related Searches' at the Bottom
Scroll to the very bottom of the Google search results page. You will see a section with about 8-10 related search terms. Often, these include location-specific modifiers (e.g., "Plumber Brisbane Northside") which are incredibly valuable for local businesses.Step 5: Set Up Google Keyword Planner
To get hard data, you need a tool. Google Keyword Planner is free (though you may need to enter credit card details to set up a Google Ads account, you don’t have to run an active ad to use the tool).- Go to the Google Ads dashboard.
- Click on 'Tools and Settings' and select 'Keyword Planner'.
- Choose 'Discover new keywords'.
Step 6: Filter for the Australian Market
One of the biggest mistakes Australian business owners make is looking at global data. If you only serve Brisbane, ranking for a term that is popular in the US won't help your bottom line.In Keyword Planner, ensure the location setting is set to "Australia" or specifically your city (e.g., "Brisbane, Queensland"). This ensures the search volume you see is relevant to your actual market.
Step 7: Evaluate Search Volume and Competition
Enter your seed keywords into the tool. You will see two key metrics:- Avg. Monthly Searches: How many people search for this term each month.
- Competition: How many other businesses are bidding on this term in ads.
Step 8: Identify 'Commercial Intent'
Keywords generally fall into three categories:- Informational: "How to fix a leaky tap" (The user wants to do it themselves).
- Navigational: "Joe's Plumbing Website" (They are looking for a specific brand).
- Transactional/Commercial: "Emergency plumber Brisbane price" (They want to buy/hire).
Focus 80% of your initial SEO efforts on Transactional keywords. These are the ones that pay the bills.
Step 9: Use a Localised Keyword Tool (Optional)
If you want deeper insights, tools like Ubersuggest, Ahrefs, or Semrush are excellent. They allow you to see exactly what keywords your local competitors are ranking for. You can literally plug in a competitor's URL and see the "low-hanging fruit" keywords they might be neglecting.Step 10: Organise Your Keywords into Clusters
Once you have a list of 20-50 keywords, group them. Instead of creating 10 pages for 10 slightly different keywords, group similar ones together. For example:- Cluster: Hot Water Services (Includes: hot water repair, solar hot water Brisbane, electric hot water installation).
Step 11: Map Keywords to Your Website Pages
Assign your keyword clusters to specific pages on your site. Your homepage should target your most broad, high-volume term (e.g., "Plumber Brisbane"), while your service pages target specific niches (e.g., "Gas Fitting Services").Common Mistake: Keyword Stuffing. Never force keywords into your text so it sounds unnatural. Write for humans first, and search engines second.
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Troubleshooting Common Issues
- "The search volume is zero for my keywords" – This often happens with very specific local terms. Don't worry! If you know people ask for that service, it's still worth targeting. Google's data for low-volume local terms is often an underestimate.
- "I can't find any keywords I can win" – If "Plumber Brisbane" is too competitive, go more niche. Try "Emergency drain clearing Chermside" or "Burst pipe repair 24/7".
- "I'm seeing US-based results" – Check your VPN and your Google Search settings. Ensure you are searching from google.com.au.
Next Steps
Now that you have your list of keywords, it's time to put them to work! Your next steps are:- Update your website's Page Titles and Meta Descriptions with your new keywords.
- Create a blog post answering one of the 'People Also Ask' questions you found.
- Ensure your Google Business Profile includes your primary service keywords.
If you find this process overwhelming or want a professional to handle your local SEO strategy, we are here to help. Contact the team at Local Marketing Group for a tailored strategy that gets your phone ringing.