Start by thinking about what your customers are searching for — their questions, needs and pain points. Then use tools like Google Search Console, Google Ads Keyword Planner and SEO keyword research tools to identify relevant terms. For example, a home services company might target “emergency furnace repair” or “HVAC maintenance tips” as part of their SEO strategy. The goal is to find keywords that align with your offerings and match what your potential customers are actually searching for.