Keyword

Definition

Keyword - A word or phrase that users type into a search engine. In SEO, keywords are the foundation of content strategy - identifying what your audience searches for and creating content that satisfies that intent.

In more depth

Keywords are the bridge between what users are searching for and the content you create. A keyword isn't just a word - it represents an intent, a question, a need. "SEO agency Melbourne" represents a very different intent from "what is SEO" - one is transactional (looking to hire), the other is informational (trying to learn). Understanding this distinction is the first step in keyword strategy.

Modern keyword research involves several dimensions: volume (how many people search this monthly), difficulty (how hard it is to rank for), intent (what searchers are trying to accomplish), and relevance (how closely it matches what your business offers). The ideal keywords are those where high intent meets manageable competition - often specific, longer phrases rather than broad single-word terms.

For Australian businesses, keywords require AU-specific research. Australian search volumes, spellings (kerb vs curb, aluminium vs aluminum), and terminology often differ significantly from US/UK equivalents. Tools like Google Keyword Planner, Ahrefs, and Semrush all allow filtering by Australian search data. Always validate keyword volume with Australian-specific filtering before building content strategy around global volume estimates.

Related terms: Keyword Intent - Keyword Difficulty (KD) - Long-Tail Keyword - Search Intent

Frequently asked questions

How do I find keywords for my business?

Start with Google Keyword Planner (free, requires a Google Ads account) or Ahrefs/Semrush (paid). Search your main products or services, filter by Australia, and look at related terms. Also review what queries are already bringing traffic to your site in Google Search Console - these are keywords where you have existing traction to build on.

How many keywords should I target per page?

Think in terms of topics, not individual keywords. A page well-optimised for its primary topic will naturally rank for many related queries. One clear primary keyword (the main topic of the page) plus 3-5 semantically related secondary terms is a healthy target. Trying to optimise one page for many unrelated keywords dilutes its relevance for all of them.