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Hey Dougie! So far, you've received a lot of great suggestions for tools. I'm going to make one additional really down-to-Earth suggestion about this topic. Survey your staff (any member of your team who communicates directly with your customers) to find out exactly what words they hear/see your customers using when asking about your products and services. This is an important task for 2 reasons: Corporate lingo and consumer lingo are not always the same. You may call that thing a Craftmatic Adjustable Lazyboy Model 23-T4D. I may call it a recliner. Be sure you're using the customers' language, including synonyms, in your optimization, writing and marketing. Regional language difference matter. If you sell pop but I drink soda or cola, we're missing each other. Pull your staff findings into a keyword focus spreadsheet to expand the way you write and speak about your products. Hope this helps!