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Why Your Website Isn’t Getting Calls (And How to Fix It)
Keyword Research for Conversions in 2025: How to Choose the Right Keywords to Get More Calls
Has Your Business Taken A Hit With Enquiries?
If you are here reading this post, it is because you are looking for a way out with why your website has stopped receiving calls, even though you are ranking, and what you can do about it in order to put your business back up on a paying basis. Digital marketing strategies from 2026 is a totally new era of SEO. The old SEO is toast
Is is a dilemma faced by many businesses right now around the globe.
Keyword selection now plays more of an important role than ever before, and it is all thanks to voice search and the shift in user behaviour and how searches are now conducted online. It is here that you must change and if you have SEO services in place, they must apply these changes.
If your website is ranking right now but your phone has just stopped ringing, you might be targeting the wrong keywords. In 2024, under Google’s current algorithm updates, the game has changed. Keyword selection must be rooted in user intent — and more importantly, transactional intent if you want conversions. There lies the trick.
Let me break this down what that means and how your plumbing or other trade business can start generating enquiries again. Before going any further, it must also be noted, that organics also now has 60 plus percent less click through thanks to AI, featured snippets and other advertising sources above organics. If you have any bad links from negative SEO, you also need to take care of this. It is highly recommended that as of today’s organic climate, that everybody broaden their advertising sources and not rely solely on organics alone.
This post is intended to maxmise and restore as many possible enquiries to your business, through organic and AI responses with featured snippets. Strong SEO also enhances the chances of appearing more on AI responses and featured snippets as well
What Are the Four Main Types of Keyword Intent?
It’s only common sense that when you are ranking for keywords but not getting calls that you are simply ranking for the wrong keywords. Also, keyboard searches are much more different than voice searches, and it is here that you must adapt. You can have high traffic figures, but the phone will not ring.
Outside your website ensuring everything is ok such as call to actions, answering all questions and clear information of what you do, if your phone is not ringing, it is your keywords.
So, how do you know what keywords to target? Well, there are four types of keyword intent
Q: What are the four main types of keyword intent in SEO?
A: The four types are informational (to learn), navigational (to find), commercial (to compare), and transactional (to buy or act).
Google classifies search intent into:
Informational – The user wants to learn something.
Navigational – The user is looking for a specific brand or site.
Commercial Investigation – The user is comparing options.
Transactional – The user is ready to act (call, buy, book).
If you want to see the phone ringing again, you need to restructure your pages or website based on commercial and most importantly transactional terms or what is also known as conversion terms. The user is ready to act (call, buy, book).
Why Are Informational Keywords No Longer Enough?
Q: Why don’t informational keywords lead to phone calls anymore?
A: Because they attract users who are researching, not buying. These visitors rarely convert into actual leads or customers.
While informational content might rank well, it rarely converts into leads. ( This is the traffic with no calls scenario ) If your website is optimised for queries like ” What causes a blocked drain? ” or ” What is SEO? “, you may attract readers, but they won’t necessarily call you.
That is just an example. When you hire a web designer for a business, the type of content that goes into it matters. Plumber Sydney for instance is navigational, the reader is looking for a website or page, not buying. It is more complicated than it use to be but not impossible to do.
Google’s March 20225 Core Update has doubled down on surfacing people-first content — and that means content that matches the true intent of the searcher.
If someone is ready to buy or hire, your content and keywords must reflect that. That means to ” do now” style of keywords. Transactional together with commercial style keywords.
Google has stopped paying attention to old information based sites. It now wants to see that websites puts the user first and that business write for people, not serach engines.
Google is too smart at picking this up now and anyone who continues down this path will pay the price with a website sitting in the middle of a desert.
What Are Examples of Each Keyword Type?
| Intent Type | Example Keyword | Likelihood of Call? |
|---|---|---|
| Informational | “how to unblock a drain” | Low |
| Navigational | “Reece plumbing near me” | Low |
| Commercial | “best plumber in Campbelltown” | Medium |
| Transactional | “24/7 emergency plumber Campbelltown” | High |
SEO Business (Fixed Location Service)
| Intent Type | Example Keyword | Likelihood of Call? |
| Informational | “what is local SEO” | Low |
| Navigational | “PK SEO website” | Low |
| Commercial | “SEO expert reviews Sydney” | Medium |
| Transactional | “SEO specialist for plumbers in Sydney” | High |
Takeaway:
If your goal is calls and enquiries, you must optimise for transactional and commercial intent, not tyre-kicker content.
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How Has Voice Search Changed Keyword Strategy?
Q: How does voice search affect keyword selection in SEO?
A: Voice searches use longer, more conversational queries that often signal urgency or immediate action, especially for services. These are not your Typical lazy keyboard searches. Voice searches are far more specific in nature. People tend to express their problem on the phone in relation with a question.
This is why informational based websites have tanked with enquiries or rankings. They don’t put the user first and do not specifically answer the problem.
Voice search has brought in more conversational and urgent phrases, especially for mobile services like plumbing. People now ask:
“Hey Google, who can fix a burst pipe near me right now?”
“Siri, call a 24-hour plumber in Narellan.”
This means your website must include natural-sounding, long-tail, and action-based keywords. These voice queries are inherently transactional, and Google rewards websites that directly answer them.
Why Are Transactional Keywords the Key to Calls?
Q: Why are transactional keywords better for generating calls?
A: Because they signal buying intent. These users are ready to call, book, or purchase immediately. There is no mucking around with these keywords. They are not shopping, not researching, they know what they want, and it is you on the end of the line they are talking to.
Users with transactional intent are:
At the bottom of the funnel
Ready to act
Looking for trust, urgency, and availability
If your content is still focusing on definitions and FAQs, you may be educating your competitor’s future clients instead of getting the call yourself….It is that simple
What Should You Optimise For Instead?
Q: What keywords should you use to get more phone enquiries?
A: Use keywords with location, urgency, and action words like “call now”, “available today”, or “book a plumber”.
Replace This:
“What causes blocked drains”
“How does SEO work”
With This:
“Blocked drain plumber Campbelltown fast service”
“Local SEO expert Sydney for tradies”
Make sure your pages include:
Clear service offers
Local targeting (e.g., suburb names)
Words that trigger intent: call, book, emergency, quote, available
Depending on the size of your site, these changes can take time to implement or not. It is always most times minor changes that can have the most significant impact on rankings. Changes as small on this on a page can transform a deal phone to a live one. It is just a question of the size of one’s site, industry and how long it will take to implement these changes?
Is There Proof That Intent-Based SEO Works?
Q: Is there evidence that targeting keyword intent improves results?
A: Yes. Google, Moz, and other authorities confirm that matching content to user intent increases conversions.
In their Search Quality Evaluator Guidelines, Google prioritises beneficial purpose and intent-matching content. Sites that match transactional queries tend to see higher engagement and click-to-call activity.
Additional recommended reading:
Moz: Understanding Search Intent
Search Engine Journal: Search Intent Over Keywords
Backlinko: Search Intent Guide
Think with Google: Voice Search Trends
Neil Patel: Transactional Keywords
Need Help Choosing the Right Keywords?
PK SEO is here to help.
With well over 20 years of experience providing SEO experience in Australia, PK SEO specialises in:
Ranking local service businesses
Understanding voice search optimisation
Building out pages that convert, not just rank
Whether you’re a mobile tradie like a plumber or a fixed-location business like a dentist or panel beater or someone who provides cosmetic surgery services, PK SEO will tailor a transaction-focused strategy that restores your call volume.
Why is PK SEO the best in Sydney? Because we don’t just chase rankings – we chase results. We’ve helped countless businesses go from page views to booked jobs, all by understanding keyword intent, algorithm shifts, and real-world user behaviour that aligns well with the best web design for businesses
Let PK SEO help your phone ring again. If you atre after the best in:
SEO In Campbelltown
Web design company in Campbelltown
Or just the best SEO services money can buy
Reach out today.
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PK SEO has been providing search engine optimisation services as Sydney SEO specialists for small and enterprise businesses across Australia for over two decades, consistently writing about the latest SEO trends and strategies shaping the digital landscape. For further assistance, contact PK SEO at 0418 118 998 or email us at pkseotoday@gmail.com.