Finding what people actually search for.
THE PRINCIPLE
Write about what your customers search for, in the words they use. Not the words you use internally.
FINDING THEM
Ask customers what they searched for Read the questions you are asked repeatedly Look at Search Console for queries already bringing traffic Use search suggestions, which reflect real queries Look at what competitors rank for
WHAT TO TARGET
Specific queries over broad ones. "Web hosting" is unwinnable; "cheap web hosting for small business in Lagos" is achievable and brings better-qualified visitors.
Longer, more specific queries have less competition and higher intent.
LOCAL TERMS
Queries including a place name are far less competitive and bring customers who can actually buy from you.
INTENT
Distinguish informational queries, where someone is learning, from commercial ones, where someone is buying. Both are worth targeting, with different content.
WHAT NOT TO DO
Chase high-volume terms you cannot realistically rank for Stuff keywords into text, which reads badly and does not help Create a page per keyword variation
