If you’ve ever wondered why your competitors appear on Google before you do, the answer often lies in a straightforward area: SEO. 

Search Engine Optimisation (SEO) is the process of improving your website so that it ranks higher in search engine results. At the heart of good SEO is choosing the right keywords.

But how do you find SEO-friendly terms that are actually relevant to your business?

Here’s a simple guide to get you started.

1. Think Like Your Ideal Customer

Start by asking yourself: What would someone type into Google if they were looking for my product or service? Make a list of those phrases.

For example, if you’re a plumber in Melbourne, your customers might search:

• “Emergency plumber Melbourne”
  
• “Blocked drain repair”
  
• “Affordable plumbing near me”
  

Focus on terms that match your customer’s wants, not just what you call your service internally.

2. Use Keyword Research Tools

There are plenty of free and paid tools to help you discover popular search terms:

• Google Keyword Planner (free with a Google Ads account)
  
• Ubersuggest (great for small businesses)
  
• AnswerThePublic (helps identify questions people ask)
  
• SEMRush or Ahrefs (powerful but paid tools)

These tools show you how often a term is searched and how competitive it is. Aim for keywords that have decent traffic but aren’t too hard to rank for.

3. Get Specific With Long-Tail Keywords

Broad terms like “electrician” are super competitive. But something more specific – like “24-hour electrician Sydney inner west” – might bring in better results.

These longer phrases (called long-tail keywords) often attract people who are closer to buying and more likely to convert.

4. Check What’s Working for Your Competitors

Search for your service in Google and take a look at the top results. What words or phrases are your competitors using in their page titles and descriptions?

This can give you clues about what’s working in your industry and help you spot opportunities they may have missed.

5. Optimise, But Keep It Natural

Once you’ve found your keywords, weave them into your website content—especially your homepage, service pages, blog posts, and meta descriptions. But always write for humans first, not just for Google.

Content that’s helpful, readable, and relevant will perform better in the long run.

A Final Tip: Keep Reviewing and Tweaking

SEO isn’t a set-and-forget task. Search habits change, new competitors pop up, and your services may evolve. Revisit your keywords regularly to make sure your site stays current and visible.

Do you need help reviewing your website or identifying the best SEO strategy for your business? SEO specialists are usually available to assist – why not speak with one and find out what they might recommend?