Assume you know what your customers search
Business owners or anyone that has a level of experience with an industry can become blinded with knowledge. You know that the industry standard jargon for your widget is, “blah, blah, blah” but do your prospects have any idea that’s what it’s called?
All that matters is what they actually type into that box when they go to a search engine. Don’t assume you know what it is. Do your keyword research using a tool like Google Keywords and you might be surprised to find that people actually search for a wide variety of things related to your business.
Don’t forget to ask your customers what they search.