People can't search for words they (and you) never use.

If you want to be found for something, you have to use the words people actually use when they're looking for it.

The language you use to describe what you do isn't always the language your audience uses to find it.

Focus on their language, not your jargon.

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Do this exercise at least once a quarter.

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Algorithms and platforms are always changing, so not every piece of advice you hear anywhere is always the most up to date.

Platform guidance reviewed: September 15, 2026.

Brainstorm Your Keyphrases

1. Pain Points

What problems are your audience or customers actively trying to solve?

Examples:

• Not getting enough qualified leads
• Struggling to explain what they do
• Low brand awareness
• Getting overlooked for promotions
• Attracting the wrong customers
• Low conversion rates

Write 5–10: