How To Get Found On Google With The Right SEO Keywords

Google is one of the top search engines on the internet, with a 15-year hold of 90% of the global search market share. But based on a study of 14 billion pages in the Ahref’s Content Explorer index, 96.55% of them get zero traffic from Google. How to get found on Google can be boiled down to a bunch of different things, but this post is about one main thing — using the right keywords.

SEO keywords are the words and phrases that’ll help you rank on Google’s search engine results pages (SERPs for short). The better the keywords, and the better your other search engine optimization efforts, the better chances you have of ranking higher on those SERPs.

In this post, I’m going to get into:

• Why you want to use SEO keywords
• Finding the right keywords and how to do it
• Keyword research tools
• Implementing the right keywords and adjusting accordingly
• Common keyword mistakes

All to answer the question, “how to get found on Google”. So without further ado, let’s get into it!

What Are SEO Keywords & Why They’re Your Best Friend

In simpler terms, SEO keywords are what people type into Google when they’re looking for something. Whether it’s an answer to a question, a business or a specific product, that word or phrase they type is the SEO keyword. And how to get found on Google can depend a lot on using the right phrases your ideal clients are searching for.

When people search for something, Google matches them with the most relevant content based on whether that search phrase shows up on a web page. So if enough people use a specific keyword phrase, you’ll want to use it on your web page to increase your chances of popping up on the SERPs.

What’s more, you want to show up on the first page, and as high up as possible — that’s called ranking, which will help you stay visible online and get more traffic to your website!

The Goldilocks Zone: Finding Keywords That Are Just Right

Here’s where most small businesses go wrong: they aim for the most popular, most searched keywords in their industry.

I get it! It seems logical. More searches = more visibility, right?

Well that’s not exactly the one answer for how to get found on Google.

Going after super popular keywords is like a new musician trying to book Madison Square Garden for their first gig. The competition is FIERCE, and the big established brands with massive budgets are already dominating those spots.

Instead, we want to find keywords in the “Goldilocks zone” — not too competitive, not too obscure, but juuuust right.

This is where long-tail keywords come in. These are longer, more specific phrases that might have fewer searches but are much easier to rank for.

For example:

• “Copywriter” = Super competitive
• “Website copywriter” = Still very competitive
• “Small business copywriter” = Now we’re in the Goldilocks zone!

That last one might only get searched 170 times a month, but:

1. Those are 170 SUPER qualified leads
2. You have a much better chance of ranking for it
3. People searching that specific phrase are much more likely to convert

So which would you rather have — being invisible for a popular keyword or being found by your ideal clients through a targeted one? That’s what I thought! 😉

Step 1: Get Inside Your Customer’s Head

Before you start using fancy research tools, you need to get inside your customer’s head. What are they ACTUALLY typing into Google?

Too many businesses make the mistake of using industry jargon that their customers would never search for. You might call yourself a “holistic wellness facilitator,” but your clients are probably searching for “how to reduce stress naturally.”

Here’s a quick exercise:

1. Do your consumer research, either with a consumer survey, interview, or analyzing available data from research already online
2. Create 2-3 customer personas representing your ideal clients
3. For each persona, write down:
   • Their biggest problems or pain points
   • Questions they might have
   • What solutions they’re looking for
   • How they would describe what you offer (in THEIR words, not yours)

Now, brainstorm at least 20 search phrases each persona might type into Google. The key is to think like your customer, not like an industry expert. Use their language, their concerns, and their goals as your starting point.

Step 2: Keyword Research Tools You Need In Your Arsenal

Okay, now that you have your initial list of potential keywords, it’s time to see if people are actually searching for them and how competitive they are.

Here are some tools that won’t break the bank:

Free Tools:

• Google Keyword Planner: The OG keyword research tool. It’s free with a Google Ads account (which you can set up without running ads).
• Answer the Public: Great for finding question-based keywords and understanding what people want to know about your topic.
• Google Search Console: If you already have a website, this shows you what keywords are currently bringing people to your site.
• Google Autocomplete: Type the beginning of a search and see what Google suggests. Simple, but effective! Because these are real searches people are making.

Paid Tools (Worth It When You’re Ready):

• Semrush: My personal fave for comprehensive keyword research.
• Ahrefs: From what I hear, it’s good for seeing what keywords your competitors are ranking for.
• Ubersuggest: A good starting point, this is a more affordable option with plenty of features for small businesses.

When using these tools, look for:

• Search volume: How many people search for this term monthly
• Keyword difficulty/competition: How hard it is to rank for this term
• Related keywords: Other terms you might not have thought of
• Cost-per-click (CPC): If it’s high, that usually means the keyword is valuable!
• Search intent: If people are searching that term to find more information, to look for brands and services, or to complete an action (conversion)

Step 3: Choosing Your Power Keywords

After all that, it’s time to choose your power keywords — the ones that’ll actually get you found and converting like crazy.

For small businesses, especially women-owned and BIPOC-led brands, I recommend this approach:

1. Prioritize keywords with a search volume between 300-1,000 monthly searches. These aren’t the super popular terms the big brands are fighting over, but they still bring in enough traffic to be worthwhile.
2. Look for keywords with low to medium competition. If the competition score is through the roof, you might spend months or years trying to rank. We want wins you can see sooner!
3. Check the intent match. Does this keyword match what you’re actually selling? If people searching this term want free resources but you’re selling a premium service, it’s not a good match regardless of the numbers.

Before any keyword makes it to your final list, run it through this quick checklist:

✅ Would my ideal client actually type this? ✅ Does the search intent match what I’m offering? ✅ Can I realistically compete for this term? ✅ Will traffic from this keyword likely convert to customers? ✅ Can I create valuable content around this keyword?

If you answered yes to all five questions, congrats! You’ve found a power keyword worth targeting.

Then, you’ll want to group your keywords into these categories:

Primary Keywords: These are your main targets (1-3 per page) that perfectly describe what you do.

Secondary Keywords: Related terms that support your primary keywords and can be naturally incorporated into the copy.

Local Keywords: If you serve a specific geographic area, these location-based terms are gold!

Question Keywords: These are the questions your audience is asking that you can answer (perfect for FAQs and blog posts).

Real Talk Example

Let’s say you’re a BIPOC wedding photographer in Toronto. Instead of just targeting “wedding photographer” (super competitive), your power keywords might include:

• “Toronto BIPOC wedding photographer” (primary)
• “diverse wedding photography Toronto” (primary)
• “cultural wedding specialist photographer” (secondary)
• “how much does a wedding photographer cost in Toronto” (question)
• “Scarborough inclusive wedding photos” (local)

See how these are specific enough to attract your ideal clients but not so niche that nobody’s searching for them? That’s the bullseye we’re aiming for!

By this point, you should have a prioritized list of 10-15 power keywords that will guide your website copy, content creation, and overall SEO strategy. These aren’t just random terms—they’re strategic pathways to get your ideal clients to discover your amazing business!

Step 4: Implementing Keywords That Actually Convert

Having a list of amazing keywords is great, but it won’t do jack if you don’t implement them correctly on your website. Here’s how to use your keywords in a way that both Google and humans will love:

Strategic Placement Is Everything

Where you put your keywords matters almost as much as which ones you choose. Here are the high-priority places to include your primary keywords:

• Page Title/H1 Heading: This is the main headline of your page and one of the strongest signals to Google about your page’s topic.
• URL: Keep it short and include your main keyword.
• First 100 Words: Get to the point quickly and include your primary keyword early.
• Subheadings (H2, H3): Use secondary keywords in your subheadings to organize your content.
• Image Alt Text: Describe your images and include keywords when it makes sense.
• Meta Description: While not a direct ranking factor, a compelling meta description with your keyword can improve click-through rates.

Keep It Natural, Babe

Here’s the thing: keyword stuffing (cramming keywords everywhere unnaturally) doesn’t work anymore and can actually hurt your rankings. Google’s smart enough to detect when you’re being shady.

The golden rule is to write for humans first, search engines second. Your copy should flow naturally and be enjoyable to read. If adding a keyword makes a sentence sound weird, rewrite it or skip it.

Think of it this way: Would you be comfortable reading this content aloud to a client? If it sounds robotic or forced, it needs work.

Match User Intent

Again, people search for things for different reasons, so you want to make sure they keyword you’re using matches their intent.

• Informational Intent: “how to improve website SEO” would be good for a blog post
• Navigational Intent: “Storytella Studios copywriting” would be good for a services page
• Commercial Intent: “best website copywriters Toronto” would be good for a home page
• Transactional Intent: “hire website copywriter for small business” would be good for a booking page

Make sure your content matches what the user is actually looking for. If someone searches “how to write website copy” but lands on a hard-sell page for your services, they’ll bounce fast and Google will notice.

Step 5: Tracking & Adjusting Your Keyword Strategy

SEO isn’t a “set it and forget it” situation. It’s more like a garden that needs regular tending. Here’s how to keep your keyword strategy fresh and effective:

Simple Ways to Track Your Performance

You don’t need fancy tools to start tracking your keyword performance:

• Google Search Console: It’s free and shows you exactly which keywords are bringing traffic to your site.
• Google Analytics: You can track which pages are performing best and how long people stay.
• Position Tracking: Most keyword tools, like SEMrush for example, let you track your ranking positions over time.

Check these at least monthly to see what’s working and what’s not.

When It’s Time for a Keyword Refresh

Here are some signs that your keywords need some love:

• Rankings dropping: If you’re falling down the search results, it might be time to reassess.
• Low conversion rate: Getting traffic but no clients? You might be targeting the wrong keywords.
• New competitors: If new players enter your space, you might need to find more specific niches.
• Business evolution: As your services or target audience changes, your keywords should too.

The Patience Game

Important truth: SEO takes time. We’re talking months, not days. Even I know there’s a lot more I could do to continue improving my SEO, so you have to commit to being a lifelong student to the SEO game.

Give your keywords at least 3-4 months before deciding they’re not working. In the meantime, keep creating quality content and building your site’s authority.

Keyword Mistakes: The Enemy of How To Get Found On Google

Before we wrap up, let’s talk about some keyword mistakes small businesses make ALL the time:

Keyword Stuffing

I mentioned this earlier, but it bears repeating: cramming keywords into your content unnaturally is a big no-no. Not only does it make your copy sound terrible, but Google will penalize you for it.

Bad example: “As a Toronto copywriter, our Toronto copywriting services provide Toronto businesses with Toronto-focused copy that converts.”

I mean…EW. No. Just no.

Ignoring Local Search Terms

If you serve a specific geographic area, local keywords are your best friends! Adding your city, neighbourhood, or region to your keywords targets people in your area who are ready to buy.

Targeting Only High-Competition Keywords

I’ve said it before and I’ll say it again: as a small business, you probably won’t rank for broad, high-competition terms right away. Focus on specific, long-tail keywords first, build authority, then gradually target more competitive terms.

There We Have It! How to Get Found on Google

Finding and using the right SEO keywords isn’t rocket science, but it does require strategy, patience, and consistency. Here’s the step-by-step process we covered:

1. Understand what SEO keywords are and why they matter
2. Find keywords in the Goldilocks zone (not too competitive, not too obscure)
3. Get inside your customers’ heads to brainstorm potential keywords
4. Use research tools to expand your list and get data
5. Choose your power keywords
6. Implement keywords strategically throughout your website
7. Track performance and adjust as needed

Remember, the goal isn’t just to rank on Google — it’s to bring your ideal clients to your digital doorstep so they can discover the amazing value you offer.

Start small, be consistent, and focus on quality over quantity. Over time, you’ll build a strong SEO foundation that brings you clients while you sleep. And who doesn’t want that?

If you found this helpful but still feel overwhelmed by the whole SEO thing, I gotchu! My Website Copy Package includes keyword research and SEO-optimized copy that helps you get found by your dream clients. Check it out here >>>

Resources

• Grab my Market Research Master Pack™, which walks you through how to do SEO keyword research, as well as market, consumer, and competitor research
• Book a free 20-minute Pick My Brain session to talk through how to infuse SEO tactics into your copy
• Learn more about my website copywriting services