Guide
Map search language to a useful answer
A keyword list becomes useful when each group explains a real customer question.
Collect language from the business
Start with actual services, customer questions and approved terminology. Record where each phrase came from so an unfamiliar term can be checked rather than copied blindly.
Group by the decision
Separate informational research, provider comparison and a request for a specific service. Several phrases may belong on the same page when they express the same need.
Prioritize with a reason
Compare relevance, existing coverage, evidence and implementation effort. Treat estimated search volume as one imperfect input, not as proof of qualified demand.