After looking at your competitors and finding any potential gaps, start to think like your audience as they are the ones you are targeting and who you are trying to make your site visible to. Remember that depending on which stage of the customer journey they are on will affect how they search for your product or service. For example, users may know what they are trying to search for, but not know what to call it so search terms loosely relating to products, this tends to be more in the research stage. Although if you can provide the answer to their question at this stage, they are more likely to remember your brand and convert with you when they have decided to purchase at a later date.
Also consider where your target audience is located. Locality may affect how people search and the descriptive terms they use. There are often different ways, phrases and even nicknames that affect how people search for the same product, just due to where they are located. There can be a vocabulary difference between the way Google’s index system works and the phrases and ways a user will search, as humans have many different ways that we would ask for the same thing. The algorithms and machine learning that Google has in place are set to become even better at semantic search and predicting what these phrases will be with updates taking place throughout 2022.