Stop Guessing and Start Growing
I was sitting down with a landscaper in Chermside a few months ago. He was frustrated. He’d spent a fortune on a fancy website, but his phone wasn’t ringing. When I asked him what he wanted to show up for on Google, he said, "Landscaping."
That sounds logical, right? But here’s the problem: when someone types "landscaping" into Google, they might be looking for backyard inspiration, they might be a student doing a report, or they might be looking for a job.
What he actually needed were the people typing in "retaining wall builder Brisbane" or "new turf installation price." Those are the people with a problem, a budget, and an itchy trigger finger ready to call a tradie.
That is the heart of what we’re talking about today. It’s not about "keywords" in a technical sense. It’s about understanding the language your customers use when they are ready to hand over their credit card.
If you get this wrong, you’re invisible. If you get it right, you stop chasing leads and start picking up the phone to people who already want what you’re selling.
Why Most Brisbane Businesses Get This Wrong
Most business owners make the mistake of using "industry speak." You’ve spent years becoming an expert, so you use professional terms. But your customers don't.
A solicitor in the CBD might want to rank for "Family Law Litigator," but a mum in Carindale is typing in "how to get a divorce" or "who gets the house in a breakup."
If your website is full of the fancy words you learned at uni, but your customers are searching for plain-English solutions, you will never meet in the middle. Google is just a matchmaker. Your job is to make sure you’re speaking the same language as the person doing the searching.
This is a fundamental part of improving your search rankings. If you don't know what people are searching for, you're just throwing darts in the dark.
The Three Types of Searches That Actually Matter
In 2026, Google has become incredibly smart. It doesn't just look at the words; it tries to figure out why someone is searching. I break these down into three simple buckets for our clients:
1. "I'm just looking"
These people are searching for things like "pool design ideas" or "types of solar panels." They aren't ready to buy today. They are researching. While these are good for building a brand, they won't pay your mortgage this week.2. "I'm comparing options"
These are people searching for "best electric SUV 2026" or "plumber vs handyman for blocked drain." They know they have a problem, and they are looking for the best solution. This is where you need to prove you're the best choice to win them over.3. "Help me now!"
These are the gold mine. "Emergency locksmith Fortitude Valley," "book dental checkup online," or "buy replacement lawnmower blades." These people have their wallets out. If you aren't showing up for these specific phrases, you are literally giving money to your competitors.How to Find Your "Gold Mine" Phrases
You don’t need expensive software or a degree in data science to do this. Here is how I’d tell a mate to find the right words for their business:
Listen to your phone calls
For one week, keep a notepad by the phone. Every time a new customer calls, write down the exact words they use to describe their problem. Do they say "my pipes are leaking" or "I have an emergency plumbing issue"? Do they ask for "pest control" or "help with termites"? Use their words on your website, not yours.Use Google’s "Cheat Sheet"
Go to Google and start typing what you do. Don’t hit enter. Look at the suggestions that drop down. Those aren't random; those are the most common things people in Brisbane are actually searching for right now. If you’re a mechanic in Milton and you type "car service" and it suggests "logbook car service Milton," that’s a phrase you need on your site.Look at the "People Also Ask" section
Search for your service and scroll down a bit. You’ll see a box that says "People also ask." These are the exact questions your customers are worried about. If you answer these questions on your website, Google will reward you by sending those people your way.What’s a Waste of Your Money?
I see so many small businesses get ripped off by agencies promising to rank them for huge, generic terms.
If you’re a boutique clothing store in Paddington, do not waste a cent trying to rank for the word "dresses." You are competing against Myer, Iconic, and Amazon. You will lose.
Instead, focus on "linen summer dresses Brisbane" or "cocktail dresses for wedding guests." You'll get fewer visitors, but the people who do click will actually be looking for what you have in stock.
More traffic is useless if it’s the wrong people. I’d rather have 10 visitors who want to buy than 1,000 visitors who are just browsing.
How Long Until You See Results?
I’ll be blunt: this isn't overnight. If someone tells you they can get you to the top of Google in a week, they are lying to you.
Usually, when we help a local business find their right phrases and update their website, it takes about 3 to 6 months to see a real shift in phone calls. It’s a slow burn, but once it starts working, it’s like an employee that works 24/7 for free.
If you need customers tomorrow, you’re better off looking at paying for ads while you wait for your organic search results to grow.
Your 3-Step Action Plan
If you’re busy running your business, just do these three things this week:
1. Pick 5 specific services: Don't just say "I'm an electrician." List out: Air con install, smoke alarm testing, switchboard upgrades, etc. 2. Add your location: People in Brisbane search locally. Ensure your website mentions your specific suburbs—whether that's North Lakes, Indooroopilly, or Logan. 3. Answer one question: Find one common question your customers ask (e.g., "How much does a new hot water system cost?") and write 300 words about it on your website. Use plain English.
The Reality of 2026
In 2026, people are searching with their voices (talking to their phones) and asking very specific questions. They don't just type "cafe" anymore; they say, "Hey Google, find me a dog-friendly cafe nearby that serves gluten-free breakfast."
If your website is vague, you'll be left behind. The businesses that win are the ones that are the most helpful and the easiest to find for very specific needs.
It’s not about being the biggest business in Brisbane; it’s about being the most relevant to the person searching right now.
If this sounds like a lot of work, that's because it is. But it's the difference between a website that's a digital brochure and a website that's a sales machine.
Want to know exactly what your customers are searching for? At Local Marketing Group, we help Brisbane businesses stop guessing and start getting more enquiries. Contact us today and let’s get your phone ringing.