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.
