by The Computing Australia Group | WordPress SEO: Pick
the Right Keyword
Choosing the right keyword is one of the most important steps in SEO. It shapes how your page is found, who visits it, and whether that traffic turns into enquiries, leads, or sales. You can publish a beautifully designed website and write excellent content, but if you target the wrong search terms, your ideal audience may never find you.
When people need information, products, or services, they search online. In most cases, they click one of the first few results they see. Very few users go beyond page one. That is why keyword selection matters so much. It is not only about rankings. It is about visibility, relevance, and connecting your content with real search demand.
A keyword is the main word or phrase that reflects the central topic of a page. It should align with the exact type of search query your audience is typing into Google. When your content matches that query and satisfies the user’s intent, you have a much better chance of ranking well and attracting qualified traffic.
In this guide, we explain how to choose the right keyword in a modern, practical way. Rather than chasing traffic for the sake of traffic, the goal is to identify terms that match your business, fit your audience, and support meaningful results.
Why choosing the right keyword matters
Many businesses treat keyword research as a technical task. In reality, it is a customer understanding task. Good keyword selection helps you understand the language your audience uses, the problems they want solved, and where they are in the buying journey.
Here is why it matters.
It helps you reach the right audience
Not all traffic is valuable. Ranking for a broad, highly searched term may look impressive, but if that term brings the wrong visitors, it will not produce results. The right keyword attracts people who are actually interested in your content, product, or service.
For example, a business offering professional WordPress SEO services in Perth would gain more value from ranking for a targeted phrase such as WordPress SEO agency Perth than from a vague term like website help. The first query suggests a user with a clear need. The second is too broad and could mean almost anything.
It defines the focus of your content
A clear keyword keeps your page on topic. It helps you structure the content, answer the right questions, and avoid drifting into unrelated points. This often leads to better readability and a stronger user experience.
When the keyword is well chosen, the content becomes easier to write and easier for readers to understand.
It supports conversions, not just rankings
The best keywords are not always the highest-volume keywords. In many cases, lower-volume, higher-intent phrases lead to more enquiries and sales because they reflect a user who is closer to taking action.
This is why smart SEO strategy focuses on relevance and intent rather than vanity metrics alone.
What is a keyword in SEO?
A keyword is the term or phrase you want a page to be found for in search results. It represents the primary subject of your page and should reflect what a user is likely to type into Google when looking for that information.
Keywords come in many forms. Some are broad and generic. Others are detailed and specific. Some indicate early-stage research. Others show purchase intent.
For example:
- SEO
- keyword research
- how to choose the right keyword
- best SEO agency for keyword research in Perth
Each of these keywords has a different level of specificity and a different type of intent behind it.
Choosing the right keyword is not about guessing what sounds good. It is about finding the overlap between what your audience searches for, what your business offers, and what you can realistically rank for.
How to choose the right keyword
There is no single shortcut to keyword selection, but there is a reliable process. The steps below will help you choose keywords with stronger SEO potential and better business value.
1. Understand user intent first
User intent, also called search intent, is the reason behind a search. Before you choose any keyword, ask yourself: what is the searcher actually trying to achieve?
Modern SEO starts with intent. If your page does not match the reason behind the search, it is unlikely to rank well for long, even if the keyword appears in all the right places.
Search intent usually falls into four main categories.
Informational intent
The user wants to learn something.
Examples:
- what is keyword research
- how to choose SEO keywords
- why keywords matter in SEO
These searches are ideal for blog posts, guides, tutorials, and explainer content.
Navigational inten
The user wants to find a specific website, brand, or page.
Examples:
- Google Keyword Planner
- Yoast keyword research guide
- Semrush login
These searches are ideal for blog posts, guides, tutorials, and explainer content.
Commercial investigation intent
The user is comparing options before making a decision.
Examples:
- what is keyword research
- Ahrefs vs Semrush
- SEO agency Perth reviews
These searches suit comparison pages, service pages, and buying guides.
Transactional intent
The user is ready to act.
Examples:
- hire SEO expert Perth
- buy keyword research tool
- SEO services near me
These are high-value keywords for service pages and conversion-focused landing pages.
A common SEO mistake is creating informational content for a keyword with transactional intent, or vice versa. If someone searches best SEO agency Perth, they do not want a general article about what SEO is. They want agencies, comparisons, proof, and trust signals.
The better your intent match, the stronger your chance of ranking and converting.
2. Think like your audience, not like your business
Businesses often describe their services in internal language. Customers do not. Your audience may use simpler, more practical terms, and those are usually the keywords that matter most.
Try to step into the customer’s mindset. What would they type if they had your problem but did not know your terminology?
For example, you might say:
- technical SEO audit
- conversion-led web architecture
- semantic content mapping
Your audience may search:
- why is my website not ranking
- how to get more leads from my website
- best keywords for my business website
The difference matters.
To think like your audience:
- Review customer emails and enquiries
- Look at sales call transcripts or FAQs
- Explore Google autocomplete suggestions
- Read forums, Reddit threads, and product reviews
- Speak to your sales or support team
The language customers use in real life often reveals excellent keyword opportunities.
3. Know the main types of keywords
Not all keywords behave the same way. Understanding keyword types helps you choose the right target for the right page.
Body keywords
These are slightly more specific phrases, usually two to three words.
Examples:
- keyword research
- WordPress SEO tips
- SEO strategy guide
They are still competitive, but often more realistic than head terms.
Long-tail keywords
These are longer, more specific search phrases, often with clearer intent.
Examples:
- how to choose the right keyword for SEO
- best keyword research tips for small business
- WordPress SEO keyword strategy for local services
Long-tail keywords typically have lower search volume, but they often convert better because they reflect a more defined need.
For many websites, long-tail keywords are the most valuable starting point. They are usually easier to rank for and better aligned with user intent.
4. Balance search volume with relevance and competition
A keyword with huge search volume is not automatically the best choice. You need to balance three factors:
Relevance
Does the keyword closely match your content, service, or business goal?
Search volume
Are enough people searching for it to justify targeting it?
Difficulty or competition
Can your site realistically compete for it?
A good keyword usually sits in the overlap between all three. It is relevant enough to matter, searched enough to be worthwhile, and achievable enough to pursue.
This is where SEO judgement becomes important. A high-volume keyword may be dominated by major brands, government websites, or authoritative publishers. In that case, a lower-volume, more specific term may produce better results faster.
5. Use keyword research tools intelligently
Keyword tools are helpful, but they should support your decision-making, not replace it.
Popular tools can help you discover:
- Search volume
- Keyword difficulty
- Trends over time
- SERP features
- Cost-per-click data
- Questions people ask
Useful tools include Google Keyword Planner, Google Search Console, Ahrefs, Semrush, Moz, and other SEO platforms. Even Google autocomplete, People Also Ask, and related searches can provide strong insights.
When using keyword tools, avoid making decisions based only on one metric. A keyword with moderate search volume and strong intent may outperform a high-volume phrase with vague relevance.
Also look at the live search results. Search the keyword yourself and study the first page:
- What type of content ranks?
- Are the results blog posts, category pages, service pages, or videos?
- Which questions are being answered?
- Are featured snippets, maps, or FAQs present?
The search results often tell you more than a spreadsheet can.
6. Look beyond exact match and consider topical relevance
- keyword research
- search intent
- long-tail keywords
- keyword difficulty
- SEO content strategy
- search volume
- user journey
- semantic keywords
Including relevant supporting terms helps search engines understand the depth and breadth of your page. It also makes your content more useful to readers.
This is where LSI-style thinking still has value, even though the term itself is often used loosely in SEO. The core idea is sound: cover related concepts naturally so the content feels complete.
Google autocomplete, related searches, and question-based tools are useful for finding semantically connected phrases. Use them to enrich the page, not to force awkward keyword variations into every paragraph.
7. Match keywords to the customer journey
People search differently depending on where they are in the decision process. A user who has just identified a problem will search very differently from someone ready to hire a provider.
A simple version of the customer journey includes three stages.
Awareness stage
The customer realises they have a problem or opportunity.
Typical searches:
- why is my website traffic dropping
- how does SEO work
- what is keyword intent
At this stage, educational content performs best.
Consideration stage
The customer begins comparing options and solutions.
Typical searches:
- best keyword research tools
- SEO consultant vs SEO agency
- how to choose keywords for local SEO
Here, comparisons, service explainers, and deeper guides work well.
Decision stage
The customer is ready to act.
Typical searches:
- SEO agency Perth
- hire WordPress SEO expert
- local SEO services pricing
These keywords are usually best targeted with service pages, landing pages, testimonials, and strong calls to action.
A mature SEO strategy targets all three stages. Awareness content builds visibility and trust. Consideration content helps users evaluate options. Decision content converts demand into leads.
8. Consider local keyword opportunities
If your business serves a specific area, local keyword targeting is essential. Local intent is often high-converting because the user is looking for a nearby provider.
Examples:
- SEO agency Perth
- WordPress developer Perth
- keyword research services Western Australia
- Include location naturally in headings and copy
- Create dedicated local landing pages where appropriate
- Optimise your Google Business Profile
- Build local citations and local backlinks
- Use location-based schema where relevant
For service businesses, local keyword strategy is often one of the fastest ways to generate qualified traffic.
9. Prioritise keywords by business value
After keyword research, many businesses end up with a long list. The next step is prioritisation.
A keyword should not be prioritised only because it has volume. It should be prioritised because it can support a meaningful business outcome.
Ask:
- Does this keyword align with a core service?
- Is the intent likely to lead to an enquiry or sale?
- Do we already have a suitable page for it?
- Can we create something better than what is currently ranking?
- Is the searcher likely to trust and choose us after reading this page?
A practical way to prioritise is to score keywords across:
- relevance
- intent
- competition
- business value
- content effort
This helps you focus on keywords that are both strategic and achievable.
10. Avoid common keyword research mistakes
Even experienced marketers can make poor keyword choices. Here are some common issues to avoid.
Chasing only high-volume terms
Big volume can be tempting, but broad keywords often bring low-quality traffic and high competition.
Chasing only high-volume terms
If your page type does not match the intent behind the query, rankings and engagement will suffer.
Targeting too many keywords on one page
Each page should have one primary keyword focus, supported by related secondary terms. Trying to rank one page for everything usually weakens clarity.
Keyword stuffing
Repeating the keyword unnaturally damages readability and can harm performance. Write for humans first.
Overlooking long-tail opportunities
Long-tail keywords are often easier to rank for and more likely to convert.
Skipping SERP analysis
Always check what currently ranks. The search results show what Google believes users want.
Failing to update keyword strategy
Search trends change. Content should be reviewed and refreshed over time.
11. How to place keywords naturally in your content
Once you choose the right keyword, use it in places that help both users and search engines understand the page.
Include the primary keyword naturally in:
- the page title
- the H1 heading
- the introduction
- at least one or two subheadings where relevant
- the URL slug
- the meta description
- image alt text where genuinely appropriate
- internal anchor text from related pages
You do not need to force the exact phrase repeatedly. Variations and related terms are valuable too.
A well-optimised page sounds natural, covers the topic fully, and reads as if it were written for the user, not the algorithm.
12. Build content around topics, not isolated phrases
- how to understand search intent
- head keywords vs long-tail keywords
- how to use Google Keyword Planner
- keyword mapping for WordPress websites
- local SEO keyword research tips
This approach strengthens internal linking, improves topical authority, and helps users navigate related information more easily.
13. Use data from your own website
One of the best sources of keyword insight is your own performance data.
Use Google Search Console to find:
- queries you already rank for
- pages with impressions but low clicks
- keywords where you rank on page two
- terms generating strong CTR
- pages with declining performance
Often, the best keyword opportunities are the ones your site is already close to winning. Updating and improving existing pages can be more effective than creating new pages from scratch.
14. Review keyword performance regularly
Keyword research is not a one-time setup task. Search behaviour changes, competitors evolve, and your business priorities shift.
Review your keyword targeting on a regular basis:
- update old content
- expand thin pages
- improve metadata
- refresh examples and statistics
- add internal links
- align content with new search intent patterns
Strong SEO is built through continuous refinement.
Final thoughts
Choosing the right keyword is the foundation of effective SEO. It determines who sees your content, how search engines interpret your page, and whether your traffic turns into real business outcomes.
The best keyword is not always the most popular one. It is the one that best matches your audience’s intent, aligns with your offering, and gives your page a realistic chance to compete.
Start with the customer. Understand what they want, how they search, and where they are in their journey. Use keyword tools to validate your ideas, study the search results carefully, and build content that is genuinely useful.
When keyword strategy is done well, SEO stops being guesswork. It becomes a structured way to connect your business with the people already searching for what you offer.
If you want better rankings, better traffic, and better leads, start by choosing better keywords.
Choosing the right keywords is an important and fundamental step to SEO. Wrong keywords can bring in wrong traffic, or worse, no traffic at all. These tips on how to choose the right keywords can help you get started. Or our experts can help you with a great SEO strategy. Contact us or email at sales@computingaustralia.group to speak to an SEO specialist.
Jargon Buster
Peter Machalski
FAQ
What is a keyword in SEO?
A keyword is the main word or phrase that describes the topic of a web page. It helps search engines understand your content and match it to what users are searching for online.
How do I choose the right keyword for my page?
Start by understanding your audience and their search intent. Then look for keywords that are relevant to your topic, have realistic competition, and align with the goals of your page or business.
What is the difference between head keywords and long-tail keywords?
Head keywords are short, broad, and usually very competitive, such as “SEO” or “WordPress.” Long-tail keywords are longer and more specific, such as “how to choose the right keyword for WordPress SEO,” and often attract more targeted traffic.
Why is search intent important in keyword research?
Search intent shows what the user wants to achieve when they search. If your content matches that intent, whether informational, commercial, or transactional, it has a better chance of ranking well and satisfying the visitor.
Should I use more than one keyword on a page?
Yes, but one page should have one primary keyword and a small group of closely related secondary keywords. This keeps the content focused while helping it rank for variations and supporting search terms.
