Start from your customers' words
Google's SEO starter guide tells site owners to think about the words a reader might search for, and points out that people who know a topic search differently from people new to it. Its example: some search for "charcuterie", others for "cheese board". So a keyword list starts with how your customers describe the job, not with your own product names.
Three kinds to look for
Most keyword lists mix three kinds of search:
- Head terms: one or two words with a lot of searches and a broad job, such as running shoes.
- Long-tail phrases: longer and more specific, such as trail running shoes for wide feet. Each gets fewer searches, and the searcher usually knows what they want.
- Questions: how, what and why searches, such as how often to replace running shoes. They suit guides and FAQ answers.
One page for each group
Close variants of a phrase belong on one page. When two of your pages chase the same search they compete with each other, which is keyword cannibalization. A keyword map writes the choice down: each search, the one page that targets it, and the pages you still need to write.
What Google says not to do
Google's starter guide says Google Search doesn't use the keywords meta tag, and that repeating the same words over and over is keyword stuffing, which is against its spam policies. It also says its language matching can relate a page to searches that don't use the exact words. Put the main phrase where a reader expects it, such as the title and the main heading, and write the rest for people.