What you need to know
Customers search differently while researching and comparing providers. Keyword planning starts with intent, not a list of phrases to repeat on every page.
How to apply it
Collect wording from sales conversations, messages, Search Console, and support questions. Group by intent and map one task to each page.
Common mistake to avoid
Do not create pages for tiny wording variations or force phrases into headings. Write clearly and give pages distinct purposes.