How to Conduct Keyword Research that Reveals Your Audience's Language

Poor keyword choices mean invisible websites.

When you’re building a business, visibility is everything. But visibility doesn’t come from luck — it comes from being discoverable. And that starts with keyword research.

Let me tell you a story about a Melbourne-based health-tech startup launched with a slick website and a $20k marketing budget. But they were invisible in Google search. Why? They wrote blogs about what they wanted to talk about, not what their customers were searching for.

When they finally invested a few hours into keyword research, everything changed. They discovered their audience wasn’t searching “digital health innovation” — they were typing “online doctor consultation” and “bulk billed telehealth.” Once the startup rebuilt its content plan around those phrases, traffic tripled in six months, inbound leads spiked, and ad costs dropped.

Keyword research isn’t optional. It’s how you learn your audience’s language — and how you make sure Google and customers can actually find you.

Build your growth on the words your audience already uses.

What Is Keyword Research?

Keyword research is the process of discovering the exact words and phrases your audience types into Google when looking for information, products, or services.

It’s not guesswork. It’s data-driven listening.

Here’s what it includes:

• Short, high-volume keywords (“domain name Australia”)

  
  

• Long-tail, specific phrases (“how to register a .com.au domain”)

  
  

• Questions people ask (“can I claim startup costs in Australia?”)

  
  

• Commercial intent searches (“best startup accountant Sydney”)

Each of these unlocks opportunities — but only if you find them and use them strategically.

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Why It Matters for Your Business

Here’s why every founder should take keyword research seriously:

It Gets You Found

No matter how good your product is, if you don’t show up in Google, you don’t exist. Keywords are how customers discover you.

It Reduces Ad Costs

Paid search is competitive. Aligning your PPC campaigns with keyword insights means you spend less to acquire each lead.

It Sharpens Your Messaging

Keyword data shows you how your audience actually talks. That language makes your copy more relatable and persuasive.

It Builds Long-Term ROI

Content built on strong keyword foundations compounds over time. Blogs, landing pages, and guides can keep driving leads for years.

Real-World Example:

A fintech founder I worked with kept writing “alternative lending solutions” on their site. But their customers searched “small business loans Australia.” Once they pivoted to customer-first keywords, organic leads increased by 200% — without increasing ad spend.

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What You’ll Need Before You Start

Before diving in, gather:

• Your core business offerings (products/services)

• Audience personas (how they search, what they care about)

• Competitor websites (to see what they rank for)

• Tools: Google Keyword Planner, Ahrefs, SEMrush, Ubersuggest, or even free tools like AnswerThePublic

Mentor Tip: 

Don’t overcomplicate it. Tools like Google search autocomplete and “People Also Ask” boxes are goldmines for startup founders.

How to Conduct Keyword Research:

Step-by-Step

Step 1: Brainstorm Seed Keywords

Start with the basics: what do you sell, solve, or provide?

Write down 10–20 obvious phrases. Example:

• “business domain name”

• “startup accountant”

• “ABN registration”

Mentor Tip: 

Think like your customer, not like an industry insider. They’re not searching “scalable SaaS platform” — they’re typing “cheap project management tool.”

Step 2: Use Tools to Expand Ideas

Plug your seed keywords into a research tool like Google Keyword Planner.

Look for:

• Search volume (how many people search it)

• Difficulty/competition score

• Variations and long-tail queries

Example: Type “domain name Australia” and discover related terms like “best domain registrar Australia” or “how to buy a .com.au domain.”

Step 3: Analyse Competitors

Search your keywords in Google. Who shows up on page one?

• Which phrases do they use in headlines and content?

• Do they target long-tail, question-based terms?

• Are they running ads? (If yes, those keywords are valuable enough to pay for.)

Step 4: Group Keywords by Intent

Not all keywords serve the same purpose.

Split them into:

• Informational (“what is an ABN”) → good for blogs/guides

• Navigational (“ATO ABN portal”) → good for resource links

• Commercial (“best startup accountant Sydney”) → good for comparison pages

• Transactional (“buy domain name Australia”) → good for landing pages and ads

This ensures your content matches searcher intent — and converts better.

Step 5: Prioritise & Select Keywords

You don’t need 500 keywords.

Pick 10–20 high-value ones based on:

• Search volume vs. competition balance

• Alignment with your product/service

• Buyer journey stage

Mentor Tip: 

Founders often go too broad. It’s better to own 5 long-tail phrases like “how to get an ABN as a sole trader” than chase impossible one-word terms like “business.”

Step 6: Build Content & Ads Around Keywords

Now turn insights into action:

• Optimise landing pages (include target keywords in titles, headings, meta descriptions, and CTAs).

• Create blogs and guides that answer specific questions.

• Run PPC ads on commercial/transactional terms.

Mentor Tip: 

Don’t just stuff keywords — weave them naturally into helpful, scannable content. Google rewards value, not spam.

Weave keywords naturally into helpful, scannable content. Google rewards value, not spam.

What It Costs and How Long It Takes

1) Do It Yourself (Time Investment)

• Tools: Free → $100/month (Google Keyword Planner, Ubersuggest, Ahrefs trial)

• Time: 3–8 hours for a deep dive, plus ongoing updates

2) Hire an SEO Consultant or Agency

• Freelancer: $500–$2,000 (keyword strategy package)

• Consultant: $150–$400/hour

• Agency: $2,000–$10,000+ (includes content + done-for-you campaigns)

Budget Tip: Start lean. A founder spending a few hours on free tools can uncover 80% of what they need. Upgrade to pro tools or experts when scaling.

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Common Mistakes Founders Make

Guessing Instead of Researching → Writing what you think matters, not what your audience searches.

Targeting Only Broad Keywords → Competing with giant brands for “business loans.” Long-tail is your friend.

Ignoring Search Intent → Writing a blog for a keyword that belongs on a landing page.

Forgetting to Revisit Research → Search behaviour changes. Update quarterly.

Stuffing Keywords → Google notices. Write for humans first, optimise second.

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What to Do Right Now

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✅ Get the Startup Deck — strategies to take your startup from idea to scale so you build your business on a solid foundation with confidence not luck. [theStartupDeck.com]

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✅ Download our Keyword Search Guide — from ProDesk where we have a digital library of founder-friendly tools that help you grow with confidence [ProDesk.com]

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The Bottom Line

Keyword research is the foundation of discoverability, growth, and efficient marketing spend.

Done right, it helps you speak your customer’s language, show up where it matters, and convert attention into revenue.

Don’t guess. Don’t wing it. Build your growth on the words your audience already uses.

Build your growth on the words your audience already uses.

FAQs

How often should I do keyword research?

At least quarterly — search trends change fast.

What tools are best for startups?

Start free (Google Keyword Planner, AnswerThePublic). Upgrade to paid (Ahrefs, SEMrush) as you scale.

Should I target short or long keywords?

Both. Short for reach, long for conversions. Prioritise long-tail if you’re early-stage.

Can I use AI for keyword research?

Yes, but validate with real search volume data. AI suggests ideas, not demand.

What’s the quickest win?

Look at your competitors’ top keywords. Write better, deeper, more practical content on the same terms.