In fact, two hiring managers filling the same position may enter completely different keyword terms. (resumepower.com)
You'll want to determine which keyword terms have the highest search volume, with the most specific or «long tail» wording related to your topic. (contentmarketinginstitute.com)
If it is an online business, you can compare keyword terms, page rank, social media presence, subscription pricing models or customer service responsiveness to find a competitive angle. (rocketlawyer.com)