by The Computing Australia Group | Keywords: The Ultimate
Guide
A comprehensive, plain-English playbook for understanding keywords, doing smart research, mapping them to content, and using them across your site without keyword stuffing-plus a practical SEO checklist and implementation plan.
TL;DR (but don’t stop here)
- Keywords are the terms people type or speak into search. Keyphrases are multi-word versions. Long-tail phrases are longer, specific variants that convert better and often cost less in PPC.
- Success comes from matching search intent (informational, navigational, commercial, transactional, local) and building topical authority with clusters of content, not from repeating a term 37 times.
- Place keywords strategically: title tag, H1, first 100–150 words, subheadings, URL, image alt text, body copy, anchor text, FAQs, and schema.
- Avoid keyword stuffing. Aim for natural language, comprehensive coverage of related terms and entities, and good UX.
- Measure impact in Search Console and analytics: impressions → clicks → CTR → conversions. Maintain a keyword-to-URL map to prevent cannibalisation.
- Use the SEO Checklist below to implement and maintain momentum.
1) Keywords vs Keyphrases (and why both matter)
Keyword (single word): the simplest representation of a topic, e.g., websites or plumbing.
Keyphrase (multi-word): a more precise description of intent, e.g., web development company in Perth or emergency plumber near me.
Think of keywords as the category label and keyphrases as the customer’s exact request. In the SERPs (search results), pages optimised for specific keyphrases tend to attract the right audience at the right stage of the journey.
Examples
- Head term (short-tail): web development (high volume, high competition, vague intent)
- Mid-tail keyphrase: web development services for small business
- Long-tail keyphrase: affordable web development for ecommerce startups in Perth
Rule of thumb: The longer the phrase, the clearer the intent and the lower the competition-often resulting in better conversion rates.
2) Long-Tail Keywords: Your Conversion Engine
Long-tail queries like web development for e-commerce businesses in Perth reveal exact needs (service + audience + location). Benefits:
- Higher intent → visitors are closer to taking action
- Less competition → easier to rank
- Lower CPC (often) in paid search → better ROI
- Richer content prompts → easier to write useful, specific pages
3) Search Intent: The Compass Behind Every Query
If your content doesn’t match why a user searches, ranking is wasted. Focus on these core intents:
1. Informational – “what is schema markup?” → Guides, definitions, tutorials
2. Navigational – “Canva login” → Home/landing pages, brand pages
3. Commercial – “best project management software” → Comparisons, “best of,” buying guides
4. Transactional – “buy standing desk online” → Product/service pages with clear CTAs
5. Local (overlay) – “emergency electrician near me” → Local service pages, GMB/GBP optimisation
Look at the current top results. If they’re mostly long guides, Google is satisfied by in-depth information. If they’re product pages, you need a transactional page, not a blog post.
4) How to Do Keyword Research (Step-by-Step)
Step 1: Clarify your mission and differentiators
Ask:
- What problems do we solve?
- What audience are we best for?
- What makes us different (price, speed, location, specialty, guarantee)?
This informs seed keywords and long-tail angles you actually deserve to rank for.
Step 2: Build your seed list
Start with simple, honest terms your buyers use:
- Services/products: web development, custom websites, ecommerce web design
- Modifiers: affordable, enterprise, fast, Perth, maintenance, audit
- Questions: how much, best, vs, near me, is it worth, examples
Step 3: Expand and cluster
Use your preferred tools (e.g., Google suggestions/People Also Ask, Search Console queries, Keyword Planner, competitor pages) to find:
- Synonyms & variants: website development vs web development
- Entity terms: CMS, Shopify, WordPress, core web vitals, hosting
- Job-to-be-done phrasing: “get online store live fast,” “migrate Wix to WordPress”Group related terms into clusters you can cover with one strong page or a cluster (pillar + supporting content).
Step 4: Evaluate each cluster
Score on:
- Relevance (does it fit your offer?)
- Intent fit (can you satisfy the SERP’s real goal?)
- Difficulty/competition (do you realistically compete?)
- Traffic potential (volume + likely CTR)
- Commercial value (lead quality, margin)
A simple scoring approach (1–5 each) gives priorities without analysis paralysis.
Step 5: Create a Keyword-to-URL Map
- Assign one primary keyword (or cluster) per URL.
- Avoid cannibalisation (two pages targeting the same core query). If it exists, merge or reposition content.
5) Where to Use Keywords (Without Stuffing)
Search engines parse structure. Hit these placements:
1. Title tag (SEO title) – Include the primary term early. Keep ~55–60 chars if possible.
2. URL Slug – Short, readable, and aligned: /web-development-perth
3. H1 – Natural phrasing that includes the topic: “Web Development Services for Small Businesses in Perth”
4. Intro (first 100–150 words) – State the problem, audience, location, and value.
5. H2–H3 Subheadings – Cover related questions and entities.
6. Body Copy – Write for humans. Use variations, synonyms, and examples.
7. Images & Alt Text – Describe the image purposefully: alt=”Ecommerce website checkout flow on mobile”
8. Internal Links – Use descriptive anchors (“ecommerce SEO checklist”) not generic “click here.”
9. FAQ Section – Capture long-tail questions; great for featured snippets.
10. Schema Markup – FAQPage, Article, Product/Service, LocalBusiness, HowTo where relevant.
6) Keyword Stuffing vs Natural Optimisation (Before/After)
Stuffed (bad):
Our Perth web development is the best web development in Perth for web development services in Perth because our web development team in Perth…
Natural (good):
Need a website that loads quickly, looks on-brand, and helps you sell? Our Perth-based web development team builds ecommerce stores, custom WordPress sites, and high-performing landing pages-with hosting and maintenance included.
7) On-Page Optimisation Techniques That Work in 2025
- SERP-first drafting: Search your target query. Note common headings, content depth, and media. Meet the bar, then exceed it with clarity, examples, visuals, and unique data.
- Passage-friendly structure: Short paragraphs, descriptive headings, bullet lists, and tables make it easier for Google to lift a relevant passage into a featured result.
- Entity coverage: For “web development,” mention CMSs, hosting, performance, accessibility, CRO, maintenance, and cost-naturally.
- Helpful visuals: Diagrams of website architecture, checklists, or comparison tables support comprehension (and win links).
- Accessibility: Clear alt text, good contrast, and readable font sizes improve UX and can indirectly support SEO.
- Local signals: Embed NAP (name, address, phone) consistently, add service areas, and integrate Google Business Profile info on your contact page.
8) Measuring Impact and Iterating
Track weekly or monthly:
- Impressions & Average Position (Search Console) for your primary queries
- Click-Through Rate (CTR) – A weak title/meta may be leaving clicks on the table
- Landing Page Engagement – Time on page, scroll depth, bounce/engaged sessions
- Conversions – Leads, calls, bookings, sales
- Keyword Cannibalisation – Use your map to keep one page per intent
Adjustments to test:
- Re-write title tags to emphasise outcomes (“Lightning-Fast Web Development for Perth SMBs | Free Audit”)
- Add or clarify FAQs for long-tail coverage
- Improve internal link anchors from relevant posts and service pages
- Expand supporting articles to strengthen the cluster
- Freshen content every 3–6 months with new examples, data, and screenshots
9) Local SEO Keywords (for Service Businesses)
If you operate locally, add geo-modifiers and service-area pages:
- web development Perth, ecommerce web design Fremantle, website maintenance Subiaco
- Create unique, useful location pages: showcase nearby clients, tailored offers, local testimonials, map embeds, and parking/visit info.
Important: Avoid thin “city-swap” pages. Each location page should justify its existence with content specific to that area.
10) International & Language Variants
Targeting multiple English-speaking markets? Consider:
- Spelling differences: optimise (AU/UK) vs optimize (US)
- Currency & date formats
-
Local terminology: tradie (AU) vs contractor (US)
Use hreflang for multi-region sites and localise copy, not just keywords.
11) PPC + SEO: Smarter Together
- Use PPC to test long-tail demand and messaging quickly; feed winners into SEO content.
- Build remarketing audiences from SEO traffic (people who read your guide but didn’t convert).
- Share negative keyword insights between teams to reduce irrelevant clicks and content misfires.
12) Common Keyword Mistakes to Avoid
- Targeting volume over relevance
- One page chasing multiple conflicting intents
- Ignoring SERP format (creating a blog when the top 10 are product pages)
- Cannibalisation from overlapping posts
- Over-optimising anchors or stuffing exact-match phrases
- Neglecting E-E-A-T signals (expert author bios, sources, case studies, transparent pricing)
13) Your Keyword Implementation Checklist
- Define business goals and unique value
- Build seed list and expand to clusters
- Score clusters (relevance, intent, difficulty, potential, value)
- Create a keyword-to-URL map (one primary term per page)
- Draft content SERP-first; cover entities and sub-topics
- Optimise: title tag, URL, H1, intro, subheads, body, alt text, internal links, FAQs, schema
- Add location cues if relevant (NAP, service areas, GBP integration)
- Publish with fast load times and accessible design
- Track in Search Console & analytics; iterate monthly
- Refresh and expand clusters; fix cannibalisation promptly
14) Glossary (Quick Reference)
- Keyword: single-word search term
- Keyphrase: multi-word search term
- Long-tail: highly specific, low-competition phrases
- Search Intent: the goal behind a query (informational, navigational, commercial, transactional, local)
- Keyword Cannibalisation: multiple pages competing for the same term
- Cluster: a pillar page + supporting content around a topic
An anchor text link can help the user clearly understand that by clicking the link, they will get more information related to the keyword word it is linked to. It also allows Google to find the most relevant articles on your website. Avoid using your post’s primary keyword for anchor text links since Google won’t count the keyword on the current post and only look for it on the linked page. This will affect your post’s ranking negatively in SERPs.
Hope this guide on keywords was helpful. Keywords or keyphrases are the foundation of SEO. You can rank high in search results if you clearly grasp your user’s intent and the right keyword strategies. Need help with the right keyword strategy for your business? Reach out to us through our Contact page or email at sales@computingaustralia.group to get in touch with our SEO experts.
Jargon Busters
Keyword stuffing – A process of using keywords too frequently in the content, which makes it look unnatural.Search term – the terms users enter the search engine tab while performing a search.
SERPs – Search Engine Results Pages are the webpages displayed by search engines in response to a user’s search query.
Image Alt-text – is an HTML code that describes the appearance and function of an image on a webpage.
