Start with the service and the customer
Write down the services you genuinely provide, who they help, and the questions people ask before contacting you. Check support conversations, sales calls, site searches and Search Console data if it is available. These sources reveal language and intent; they do not automatically prove search demand.
Group phrases by intent
Separate people comparing providers from people learning a topic or looking for instructions. Map one clear primary topic to each useful page. Similar phrases may belong together when they express the same need; create a separate page only when the intent and content genuinely differ.
Prioritise and review
Consider relevance, ability to serve the query, competition, content effort and business value. Record the source and date for any volume estimates from a research tool. Review impressions and clicks after pages are crawled, and update the map when evidence or services change.
Google's SEO Starter Guide recommends people-first content rather than writing for keyword repetition.