Skip to content

Choosing the right SEO keywords

Photo of James Richardson

James Richardson

Co-Founder & Partnerships

Posted: 25 Mar 2020

Making the right choices when it comes to the keywords you want to rank for is one of the most vital parts of SEO. You need to choose the keywords your customers use to search for a business like yours, and the intent needs to be correct. 

Let me quickly explain: When you choose a keyword you need to think about these two things:

  • What are my customers using to find businesses like mine? (Not what I think they should be using)
  • When someone types in the keyword, does it have commercial intent? Are they simply researching for information, or are they ready to make a buying decision?

The answers to these questions can only be uncovered with thorough keyword research. Doing some basic keyword research is easy. 

Simply visit the 'Google Keyword Tool' which gives you access to recent search numbers, and much more detail that will be useful in making your decisions

Photo of James Richardson

James Richardson

Co-Founder & Partnerships

Working in the SEO industry for many years alongside some of Australia’s biggest brands, James started his online career running online Sports Fan sites, as well as cutting his teeth on several successful eCommerce brands and content sites.

Previously holding various senior roles across the Sales and Marketing teams for ASX listed companies, he went on to found Optimising with Daniel and is proud he has helped mould it into one of Australia's leading SEO agencies.

When he’s not in the office he’s at home having pretend tea parties, or building a cubby house in the lounge room with his three young girls.


We value purpose over profit and take action.

Our values and beliefs have always set the tone and approach to our business. It's not just enough to grow as a company and produce profits, we have a global responsibility to make our economy more inclusive and sustainable. As both a B Corp and a member of 1% for the planet, we have further cemented this purpose within our organisation.

However, our work isn't done quite yet. For Optimising, this is simple the start of our journey towards building a better business and world!

Partner with
the real deal

Chat with us today and we’ll get you the results you deserve.

Google Partner Premier 2022
Shopify plus partners
AWIA: Australian Web Industry Association
Aboriginal Flag
Torres Straight Flag

We acknowledge the Wurundjeri Woi Wurrung people as the Traditional Owners of the land now known as Richmond. We pay our respects to Elders from all nations - and to their Elders past, present and future.

Pride flag

Optimising is committed to cultivating and preserving a culture of inclusion and connectedness. We are able to grow and learn better together with a diverse team of employees.