As Australian SMEs focus on website conversion, understanding what potential customers are *searching* for is absolutely critical. This is where keyword research comes in. It’s not about guessing; it’s about using tools to uncover the actual language people use when looking for products or services like yours. Getting this right means more relevant traffic to your website, and ultimately, more conversions.
There are several tools available, ranging in price and complexity. We’ve found these to be particularly useful for our clients:
- Google Keyword Planner: This is a great starting point, and it’s free with a Google Ads account. While designed for paid advertising, it provides valuable insights into search volume and related keywords. It’s particularly good for understanding competition – how many other businesses are actively bidding on the same terms.
- SEMrush: A more comprehensive (and paid) tool, SEMrush allows us to analyse competitor websites, identify keyword gaps, and track keyword rankings over time. It’s fantastic for understanding the broader search landscape and uncovering long-tail keywords – those longer, more specific phrases people use when they’re further along in the buying process.
- Ahrefs: Similar to SEMrush, Ahrefs is a powerful suite of tools focused on search and content marketing. We often use it to analyse backlinks (links from other websites) which can influence search rankings, and to identify content opportunities based on keyword research.
- AnswerThePublic: This tool visualises questions people are asking around a specific keyword. It’s brilliant for content ideation, helping us understand the pain points and information needs of your target audience. This is especially useful for creating blog posts or FAQs that directly address customer concerns.
Don’t get overwhelmed by the data. Focus on keywords that are relevant to your business, have a decent search volume, and aren’t overly competitive. Remember, it’s better to rank highly for a specific, targeted keyword than to be lost in the noise for a broad, popular one. We also advise looking beyond just product names. Think about the problems your product solves, or the benefits it offers.
The next step is to integrate these keywords naturally into your website content – page titles, headings, body text, and image alt tags. Regularly reviewing and refining your keyword strategy is essential, as search trends evolve. By consistently analysing and optimising, you’ll be well-positioned to attract more qualified traffic and improve your website’s conversion rate throughout 2026 and beyond.
