Start with long-tail phrases: longer, specific searches (often questions) that big sites ignore. Type a seed keyword into Google and note the autocomplete suggestions, People Also Ask questions and related searches, or expand it in bulk with our free Long-Tail Keyword Generator.
Then judge competition by looking at the actual results: if page one shows forums, Q&A sites, thin or outdated articles, or small sites like yours, the keyword is realistic. If it is all major brands with highly relevant pages, move on.
Relevance matters as much as difficulty. Keep only terms whose intent matches what you offer (check with the Search Intent Checker), group close variations so one page targets a cluster, and look at Search Console for queries where you already get impressions in positions 10 to 30. Those are often the quickest wins.
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