If you’re a small or medium-sized business (SMB) in Australia, standing out online is critical for growth. One of the most effective ways to attract the right customers is through SEO marketing and keyword research. Knowing the words and phrases your potential customers use in search engines lets you target those terms to drive more traffic to your website.
By strategically selecting and optimising the right keywords, SMBs can boost their search rankings. In this guide, we’ll walk you through the basics of SEO marketing and provide actionable steps to conduct keyword research effectively.
The Basics of SEO Marketing
What is SEO marketing? SEO (search engine optimisation) is a strategy to improve a website’s visibility on search engines like Google, allowing businesses to attract organic traffic without paying for ads. It’s an essential tool for SMBs looking to compete with larger companies.
SEO is broken down into three core types: off-page, on-page, and technical SEO, each with a unique role in improving search engine rankings.

Off-Page SEO
Off-page SEO deals with actions taken outside of your website to improve its domain authority and trustworthiness. Domain authority is a score that shows how well a website is likely to rank in search results, while trustworthiness refers to how reliable and credible the information on the website is, ensuring visitors can trust its content.
The most well-known off-page SEO tactic is backlinking—getting other reputable websites to link to your content. These backlinks act as “votes of confidence,” signalling to search engines that your website provides quality information.
For instance, if a travel blog links to a tourism business’s page, it tells search engines that the tourism business is a credible source of information.

On-Page SEO
On-page SEO focuses on optimising the content and structure of your website to make it more relevant to specific search engine queries. This involves using certain keywords in strategic places like headers, titles, and throughout the content. For example, a business selling eco-friendly products might optimise a page by researching and including SEO keywords like “sustainable home goods” or “eco-friendly cleaning supplies.”
This type of SEO also includes writing metadata, adding internal links, and ensuring the website provides value and answers the user’s query. In SEO, metadata refers to information that helps search engines understand its content. The two main types are:
- Meta Title (or title tag): This is the clickable headline that appears in the search engine results.
- Meta Description: This is a brief summary of the page that appears below the meta title in search results, helping users decide if the content is relevant to their search.
Another important aspect is improving user experience. This can be done by structuring your content so it’s easy to navigate and scannable, with headings, bullet points, and images. When users find your content valuable and engaging, search engines recognise this and rank the page higher.
Technical SEO
Technical SEO focuses on optimising the backend of your website to ensure it runs smoothly. This includes aspects like website speed, mobile-friendliness, and making sure the site is easy for search engines to crawl and index. Crawling is when search engine bots scan your website to understand its content, while indexing refers to storing that information in the search engine’s database so it can be displayed in search results.
Additionally, a well-structured website with clear navigation makes it easier for search engines to understand and rank your content. Tools like XML sitemaps help ensure that all your pages are easily discoverable.

So, Why is Keyword Research Critical for SEO Marketing?
Here are a few reasons why keyword research plays a vital role in SEO:
- Understanding Your Audience’s Search Behaviour. Keyword research helps uncover the exact terms potential customers are using. For example, someone searching for “affordable wedding venues in Sydney” has different needs than someone looking for “luxury wedding venues.” Knowing the specific keywords potential customers use allows you to tailor your content to match their intent.
- Driving Relevant Traffic. Effective SEO keyword research targets search terms that align with specific business goals. Instead of attracting random visitors, you can focus on bringing in people who are actually interested in your offerings. This means you’re not just increasing traffic—you’re bringing in qualified leads.
- Competing with Larger Businesses. One of the major challenges for SMBs is competing with bigger brands. Targeting less competitive, long-tail keywords (specific, detailed phrases) gives smaller businesses a chance to rank higher in search results, making it easier to gain visibility and attract local customers.
- Improving SEO and Search Rankings. When the right keywords are integrated into your website content, search engines can easily identify what your pages are about, leading to improved rankings. Higher rankings mean more visibility, which results in more clicks, sales, and engagement.
Keyword research for SEO isn’t just about finding popular terms. It’s about aligning your content with what your audience is looking for, helping your business rank higher, and staying competitive in the online space. It’s a crucial step in any SEO strategy, especially for those looking to connect with local customers.
Types of Keywords: Short-tail, Long-tail, and Local
To make the most of keyword research, it’s important to use different types of keywords: short-tail, long-tail, and local.
Short-tail Keywords
Short-tail keywords are broad, commonly searched phrases that usually consist of one or two words. For example, “wedding venues” or “coffee shop.” These keywords have a high search volume.
However, small businesses may find it difficult to rank for short-tail keywords because larger companies often dominate these terms. They work best for general awareness and should be used alongside long-tail keywords.
More examples of short-tail keywords:
- Fitness classes
- Accounting software
- Home decor
- Digital marketing
- Hair salon

Long-tail Keywords
Long-tail keywords are more specific phrases, typically three or more words. An example could be “affordable wedding hotel venues” or “best coffee shop for freelancers” While long-tail keywords have lower search volume, they are easier to rank for and attract more qualified traffic.
Researching these keywords for SEO is ideal for small businesses because they target customers with specific needs, increasing the chances of conversion. For example, a retail store specialising in eco-friendly products can use long-tail keywords like “DIY sustainable home products” to reach its niche audience.
More examples of long-tail keywords:
- Best fitness classes for beginners
- Affordable accounting software for small businesses
- Modern home decor ideas for apartments
- Digital marketing strategies for startups
- Best hair salon for curly hair
Local Keywords
Local keywords combine specific services with location-based identifiers, such as “wedding venues in Brisbane” or “coffee shop near Bondi Beach.” This is especially important for businesses looking to attract local foot traffic and appear in searches like Google Maps.
More examples of local keywords:
- Fitness classes in Melbourne
- Accounting software providers in Brisbane
- Home decor stores near Adelaide
- Digital marketing agency in Perth
- Hair salon near Sydney CBD
Using a mix of short-tail, long-tail, and local keywords ensures you cover a broader range of search queries, helping your business rank better and attract the right customers.
How to Research the Best SEO Keywords for Your Marketing Goals
Finding the right keywords for your business is crucial for driving relevant traffic and achieving SEO marketing success. Here’s a step-by-step guide to help you find the best keywords for your marketing approach.

1. Start with a Seed List
The first step in keyword research is creating a seed list. This is a simple list of basic keywords that are directly relevant to your business, products, or services. Think of words that customers might use to find your offerings.
For instance, a fitness studio might start with terms like “yoga classes,” “personal training,” or “group workouts.” Your SEO keyword research doesn’t need to be extensive at this stage—it’s a brainstorming process that sets the foundation for further analysis.
These keywords should reflect what your business is about. It’s helpful to think from a customer’s perspective. What would they search for when looking for your business or products? Starting with this base makes it easier to discover more specific keywords later.

2. Identify Search Intent
Search intent refers to the reason behind a user’s search. When people search online, they are usually trying to accomplish something specific. To rank well in search results, it’s important to match your content with the intent of the keyword being searched.
There are three main types of search intent:
- Informational: Users are looking for information. Example: “How to lose weight safely.”
- Transactional: Users are ready to buy or take action. Example: “Buy home office desk.”
- Navigational: Users are trying to get to a specific site. Example: “Amazon login.”
Understanding search intent helps ensure that your content matches what users are looking for. For instance, a blog post with the keyword “best accounting software for small businesses” should provide a detailed comparison of software options, not just a sales pitch.
3. Analyse Competition
After building your seed list and identifying search intent, it’s time to evaluate how competitive your keywords are through SEO keyword research tools. Some keywords are highly competitive, meaning that big companies are already ranking for them, making it harder for smaller businesses to break through.
However, SMBs can still find success by targeting less competitive keywords. These are often more specific (like long-tail keywords) and have lower search volume, but they’re easier to rank for. Look for opportunities where competition is lower, and focus your efforts on these keywords to maximise your chances of success.
4. Refine Your List
Once you’ve analysed competition and search intent, you should refine your list of researched SEO keywords. This involves narrowing down your seed list to focus on the keywords that are most valuable for your business. The goal is to find keywords that balance relevance, search volume, and competition level.
For example, if you own a bakery in Brisbane, you might refine your list to include keywords like “Brisbane vegan bakery” or “custom birthday cakes Brisbane.” These keywords are highly relevant, targeted to your local audience, and have a reasonable chance of ranking well. By focusing on these, you can attract more qualified leads to your business.

Common Mistakes in Keyword Research
When done correctly, keyword research can significantly boost your SEO efforts. However, some common mistakes can hold back your progress.
- Overstuffing Keywords. Keyword stuffing, or using the same keywords excessively, can harm your SEO. It disrupts the natural flow of content, making it harder for readers and search engines to engage with. Search engines such as Google now penalise this practice, which lowers rankings and negatively affects your site.
- Focusing on Irrelevant or Broad Keywords. Targeting broad or irrelevant keywords may drive traffic, but not from users who are genuinely interested in your offerings. For example, “best food” might get hits, but not from people looking for your specific products. Using relevant keywords ensures the right audience finds you easily.
- Not Updating Your Keyword Strategy Regularly. SEO trends and search behaviours change over time. Relying on the same set of keywords year after year will limit your ability to stay competitive.
As new products, services, or competitors emerge, updating your SEO keyword research and strategy regularly ensures you remain visible in search results. Reviewing your keyword performance and adjusting your strategy keeps your content relevant and effective.
- Ignoring Search Intent and Local Keywords. Search intent refers to the reason behind a user’s search. Ignoring it means your content might not align with what users are actually looking for. For example, if someone searches “buy eco-friendly home products in Perth,” they’re likely ready to purchase, so a product page would be more useful than a blog post.
Additionally, not incorporating local keywords can be a major oversight, especially for SMBs serving a regional market. Matching search intent and local terms helps your business rank for geographically specific searches, which is vital for drawing nearby customers.
SEO Keyword Research Tools: An Overview
Whether you’re a beginner or a seasoned professional, there are several tools available to help you identify the best keywords for your business.

SEMrush
SEMrush is one of the most popular keyword research tools, known for its in-depth keyword analysis. It provides data on keyword difficulty, search volume, and competitive analysis. You can track your competitors’ keywords and discover gaps in your own strategy. SEMrush also offers a range of features for broader SEO and digital marketing efforts, making it ideal for businesses looking for a comprehensive tool.

Ahrefs
Ahrefs is another top SEO tool for keyword research, particularly useful for analysing keyword difficulty and identifying backlink opportunities. With Ahrefs, you can see insights into competitors’ backlinks. This makes it easy to identify high-potential keywords and improve your ranking through targeted content and link-building strategies.
Google Keyword Planner
Google Keyword Planner is a good starting point for those looking for a free option. It’s a user-friendly tool that offers basic features such as search volume and keyword ideas. While it doesn’t provide as much depth as paid tools like SEMrush or Ahrefs, it’s great for SMBs that are budget-conscious and just getting started with SEO keyword research.
Moz Keyword Explorer
Moz Keyword Explorer is designed to help beginners get the most out of their SEO efforts. It offers a simplified interface with actionable insights into keyword difficulty, search volume, and potential click-through rates. Moz is known for its user-friendly approach, making it a good choice for those new to SEO.
Start Optimising Your Business Website Today
Keyword research is the backbone of an effective SEO strategy. It helps you find the terms your customers are searching for, allowing your business to rank higher and attract the right audience.
To find the best keywords, start by building a seed list, identifying user search intent, evaluating keyword competition, and refining your list based on relevance, search volume, and competition. Tools like SEMrush, Ahrefs, Google Keyword Planner, and Moz Keyword Explorer can help you develop a strong keyword strategy tailored to your business goals.
Ready to take your digital marketing strategy to the next level? Partner with SEO Services Australia to optimise your keyword research and grow your online presence with a proven, results-driven SEO approach.