There’s no “universal” strategy for keyword research. But the key thing to keep in mind is to really think about the journey a customer takes in your market and to put yourself in their shoes. Use the expertise and experience you have about your products and market to think about all the kinds of questions and challenges that your audience might have. Then you can fire up some tools and explore. Look for gaps where you can help users, solve problems, and produce better content than the competition. There’s no point just focusing on high-volume keywords because that’s what all of your (less sophisticated) competitors are doing!  Learn how to reach your audience with our keyword research course (replay time 34:59 – 40:43).