If your website isn’t showing up on Google, it’s probably not because you’re missing a magic keyword. Your site may not be speaking to what your audience is actually searching for. People don’t search for your service. They search for their problem, or specifically, the solution to their problem.
So if your website only talks about what you do, not what they’re struggling with, you’re invisible. Let’s break down why that matters, and how to fix it.
What People Search = What They’re Feeling
Search behavior is emotionally driven. People type their pain, their confusion, or the thing they can’t figure out.
Example:
Pain point: “I work out but I’m not seeing results.”
What they Google: “why am I not losing weight,” “workouts that actually work”
Keyword-friendly phrase: “why exercise isn’t working for me”
Post idea: 3 Workout Mistakes That Might Be Slowing Your Progress
Why Pain Points Should Shape Your Keywords
Before keywords and content strategies, before rankings and traffic, it starts with understanding your audience. What are your ideal clients frustrated by? What questions do they Google before they even know you exist?
If your site reflects their language, not just your offer, it becomes searchable, relatable, and trustworthy.
When you can answer their questions in their words, Google connects the dots and the right people start finding you.
How to Do It: A Quick Walkthrough
Start with real conversations. Think about what people ask on discovery calls or when they email you. What do they say they need? Take those pain points and flip them into questions or phrases someone would type into Google.
Example:
Pain point: “No one is contacting me from my site”
Keyword idea: “why isn’t my website converting”
Then write content around those keywords. Use the phrases in your headlines, intro paragraphs, page titles, and meta descriptions, naturally. Don’t keyword-stuff. Just speak directly to the problem.
Bottom line? Clarity + empathy = better SEO
You don’t need to chase keywords.
You need to understand your audience. When your website reflects their pain points, answers their questions, and guides them clearly, you win their trust and Google’s attention.
Want help identifying what your audience is searching for?
During a Website Clarity Check, I’ll help you spot the gaps in your messaging and the keywords you might be missing.
