How to ACTUALLY Find Good Keywords (and Use Them)
Think of keywords like a matchmaking service.
Their job? Connecting your business (and all your brilliant offers) with the people who are already searching for what you do.
But here’s the catch: most advice on keyword research is either a total snooze-fest or full of jargon. Thanks, but no thanks. Here are 6 steps to ACTUALLY find good keywords and use them like a pro.
1. Think Like Your Dream Client, Not a Marketer
Before you touch a single tool, ask yourself: “What would my dream client type into Google right before finding me?”.
Chances are, your audience is not typing “gluten-free artisanal baked goods ecommerce specialist.” They’re searching for things like “best gluten-free chocolate chip cookies NZ”, “where to buy allergy friendly cookies online" or “healthy snacks no bloating” instead.
Your audience is seeking answers, not buzzwords or jargon, and search intent matters. According to recent research on SEO and SEM in e-commerce, brands that use consumer language in content and metadata see stronger visibility and click-through rates, especially in crowded markets (Ologunebi et al., 2023).
People search in plain language, which is often formulated as a question or goal. Consider how they might think.
Bonus tip:
Keep a running list of FAQs from real customers, clients, or even casual DMs. These are keyword goldmines hiding in plain sight.
2. Sleuth Smart with Free Tools (No Subscription Needed)
Once you've got a few ideas brewing, validate them with actual data.
But you don’t need a $99/month SEO tool subscription to sound like a pro! Try these free, fast and fun tools:
Google Autocomplete: Type a phrase relevant to your biz and see what autofills. Those suggestions are real-world searches.
People Also Ask (PAA): That dropdown section mid-search? These snippets are a window into your audience’s mind and perfect for long-tail content ideas and keywords.
Pinterest/TikTok Search Bars: Visual platform users are likely to think (and search) differently. See what trends there.
AnswerThePublic: Plug in a topic and get a visual web of questions people are asking around it. It’s like eavesdropping on Google and perfect for mapping content
The goal? Look for repeated phrases, wording patterns, and how real humans actually search—not what your industry thinks sounds smart.
This is essential because bad keywords can mean your dream clients will never find you. In fact, over 96% of content was found to get absolutely zero organic search traffic from Googs (Ahrefs, 2023).
3. Compare Phrases Like the Analytical Genius You Are
Let’s say you're stuck between a few variations. Which one’s going to win? Take the guesswork out by hopping over to free tools such as Ubersuggest, Google Trends, or a free Semrush trial, and compare the data on how often two (or more) phrases are searched.
Examples could include:
“Wedding florist Perth” vs. “Perth wedding flowers”
“Online pilates classes NZ” vs. “virtual pilates NZ”
or, in the case of our cookie company, “gluten free snacks NZ” vs “healthy cookies for gut health”
When comparing, look for:
Higher search volume – more people are typing this in (and therefore wanting it)
Lower competition – fewer sites are trying to rank for it
Relevance - make sure it fits what you actually offer
Avoiding those keywords that are already oversaturated can save time trying to rank for crowded terms.
And yes, sometimes a less-searched phrase will be better for you if it’s more specific, more relevant, or way less competitive. Quality > quantity.
4. Sprinkle Your Keywords (Don’t Stuff Them)
Now that you’ve got your shiny new keyword set, it’s tempting to dump them everywhere like a big ol’ bag of confetti. Please don’t. Keyword stuffing is out, and using your keywords naturally and intentionally is very much in. It’s time to use some strategy!
Where to use your keywords:
Meta titles and descriptions: the first thing people see on Google
Headings and subheadings: especially your H1 and H2s
Body copy: once or twice, organically and ideally within the first 100 words
Alt text for images: useful for SEO and accessibility
URL slugs: e.g. /gut-health-cookies
Using keywords naturally will improve your user experience, leading to better, more authentic vibes and a longer time spent on the page. It’ll also help to avoid Google penalising you for stuffing (which it can and will).
Read your copy out loud. If it sounds clunky, robotic or like you swallowed a thesaurus, it’s time for a rewrite.
5. Spread Your Keywords Across Your Entire Online Presence
Spoiler: SEO isn’t just about your homepage or your blog. Wherever content for your brand shows up, your keywords should be there too.
Drop your keywords into your entire digital ecosystem, including:
Instagram bios – especially if you’re searchable by niche or service
Pinterest board titles and pin descriptions
YouTube video titles,descriptions and tags
Podcast titles, episode names, and show notes
Google Business profile – especially your business category or service list
The goal? Make it easy for people (and algorithms) to find you wherever you show up online.
Search engines crawl more than just websites, and so do your audience. Build recognition and ranking through consistency in your keyword usage.
6. Evolve and Optimise Your Keyword Strategy
Just like your offers and brand messaging, your keyword strategy needs to evolve. SEO is never ‘done’, and because of that, ongoing optimisation is essential.
Your keywords should grow with your business.
Why?
People change how they search. (Remember when everyone said “girlboss”?)
You might pivot your services.
New tools or competitors might shift what’s ranking.
Here’s how to stay fresh:
Re-optimise older blog posts with stronger or more relevant keywords
Use Google Search Console to check what you already rank for (then double down)
Create new content based on rising or seasonal searches
Think of it like watering your plant babies—not a once-and-done chore but instead, an important ongoing relationship.
TL;DR (Too Busy? Here’s a Keyword Catch Up!)
With a little bit of strategy, a pinch of audience insight, and a heaping scoop of ‘not sounding like an SEO-bot’, it’s so much easier to get found.
Keywords are the bridge between your content and your dream customers. To actually find the right ones (and use them well):
Ditch jargon and write how your dream client speaks
Use free tools to compare and validate real search terms
Compare phrases and choose your best options
Sprinkle keywords naturally into your content (don’t keyword stuff)
Optimise your entire online presence – think socials, video, podcasts
Revisit and refresh your strategy regularly as your biz evolves
You don’t need a degree in data analytics to find good keywords.
A bit of strategy and a decent understanding of your dream client will get you pretty damn far.
Feeling a little overwhelmed still? I made SEO my job so you don’t have to! We can create something that feels authentic to you, but also gets results.
Meet your designer, Ruth
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