A common problem: your product is new, so nobody types its category into a search box. People are still searching. They are searching for the problem.
Four places to look for queries
- The problem, in the customer's words. "How to chase late invoices" exists long before "invoice reminder software".
- The workaround. A spreadsheet template, a manual process, a script. People search for those.
- The alternative. "[Competitor] alternative", "[competitor] pricing", "[competitor] vs [competitor]".
- The job and the tool they already use. "[Their tool] export to [other tool]", "[role] checklist".
How to choose among them
- Prefer queries from people close to buying over queries with large volume.
- Search the query yourself and look at what ranks. If it is all forums and thin pages, there is room. If it is ten large brands, pick something narrower.
- One page per intent. Do not write five posts that answer the same question.
Where to get the words: support emails, sales calls, reviews of competitors, and community threads where your customers complain.
Post your product and three queries you are considering. Others will say which they would start with.