Describe the product without marketing language.
Write down what someone can actually do with the app. For a fictional trail journal, that might be recording a walk, saving a photo and remembering a route. “Outdoor lifestyle platform” is less useful because it hides the concrete jobs.
List those jobs separately. They become research branches, not one overloaded phrase. The research workflow explains how the branches eventually become priorities.
Collect language from several sources.
Product screens, support questions and review themes can suggest how people describe a need. Relevant store results and search suggestions can add ideas. Record where each candidate came from so the team can inspect the reasoning later.
Do not paste personal information from support messages into a public document. Capture the general phrasing and context needed for the research. A suggestion is a clue, not a verified count of demand.
Separate the job from a feature and an audience.
“Walk journal” describes a possible job. “Photo notes” describes a feature. “Weekend hikers” describes an audience. All can be useful seeds, but they answer different questions and should not be treated as interchangeable keyword targets.
The map below uses a fictional app to show these branches. Check which combinations describe a real experience before expanding them. See search intent for the next step.
Expand deliberately, then reject weak branches.
Look for natural variations, adjacent tasks and language used in the target market. Expansion should reveal possibilities, not create an obligation to pursue every one. A trail journal that cannot navigate offline should not build its message around offline navigation.
Use the relevance review to remove unsupported promises. Keep an exclusion note so the same unsuitable idea does not return every time somebody exports a new list.
Hand over a research brief, not a pile of words.
A usable seed document includes the store, country, language, product job, source and open question. Identify which branch is most important to investigate and which needs product clarification. This makes the next research session focused and reproducible.
Continue with more specific searches and prioritisation. If you need this work prepared for your product, explore keyword research services.
