Why this matters
SEO without a target list is decorating a house nobody visits. Before touching titles or content, you need the exact phrases customers type — not your internal jargon. Founders who skip this step optimize for words with zero searches, or words they can never win, then conclude "SEO doesn't work."
What "done" looks like
- A written list of 10–20 real search phrases, in your customers' own words
- Each phrase labeled by intent: ready-to-buy, comparing, or just learning
- The list favors specific, winnable phrases over one-word trophies
- Local phrases (service + city) included if you serve an area
How to do it
- Write down how customers describe their problem — from emails, reviews, and in-person questions. Their words, not yours.
- Type each phrase into Google and harvest autocomplete and "People also ask" — free evidence of real phrasing.
- Check volume with Google Keyword Planner (free with a Google Ads account) to weed out phrases nobody types.
- Mine Google Search Console if your site is live — its Queries report shows searches already surfacing you.
- Tag each phrase by intent, then cut to 10–20 you can plausibly win: specific beats broad for a new site.
Common mistakes
- Chasing one-word giants ("shoes", "insurance") that established sites locked up years ago
- Listing your internal vocabulary — you sell "pre-owned vehicles," they search "used cars"
- Skipping intent labels, which later turns every page into a mushy mix of selling and explaining
Real-world examples
- Google's free tooling covers this whole step: Keyword Planner gives search-volume estimates, autocomplete and "People also ask" reveal real phrasings, and Search Console lists the queries your site already appears for.
- The long-tail pattern is well documented across the SEO industry: longer, specific phrases carry less volume but weaker competition and clearer intent — where new sites realistically win first.
From a founder's point of view
The keyword list is really a listening exercise — it forces the business to describe itself in the customer's words. That discipline pays beyond SEO: the same phrases belong in ads, signs, and sales conversations.
Rule of thumb
If a phrase on your list isn't something you've heard a real customer say or seen typed, it's a guess — replace it with one you have.