Search Engine Optimisation (SEO) is all about visibility—making sure your business appears when potential customers are searching online. 

At the heart of any successful SEO strategy are keywords: the words and phrases people type into Google when looking for your products or services. But how do you find the right ones?

1. Think Like Your Customer

Start by putting yourself in your customers’ shoes. What would they search for if they needed your help? Brainstorm a list of possible terms—both general and specific. For example, a plumber might consider terms like “emergency plumber Sydney,” “blocked drain,” or “hot water system repair.”

2. Use Keyword Research Tools

Tools like Google Keyword Planner, Ubersuggest, SEMrush, and Ahrefs can help you dig deeper. These platforms show:

• How many people search for a keyword each month
• How competitive the keyword is
• Related keyword suggestions you might not have considered

Look for keywords with strong search volume and low to medium competition—these are often easier to rank for, especially if your site is new.

3. Balance Short and Long-Tail Keywords

Short keywords like “accountant” are highly competitive. Instead, target more specific long-tail keywords like “small business accountant Melbourne” or “Xero specialist for sole traders.” These bring in more qualified leads and often convert better.

4. Review and Refine Regularly

SEO isn’t “set and forget.” Trends shift, and customer behaviours change. Regularly review your keyword performance using tools like Google Analytics and Search Console, and adjust your strategy to stay relevant.

By taking a thoughtful, research-backed approach to sourcing keywords, you can lay the groundwork for better visibility, more traffic, and stronger online engagement.