Keyword lists can be useful, but they are easy to over focus on. Real buyers rarely think in single isolated words. They think in questions and situations. An Information Center is built around that reality.

Questions capture intent better than keywords alone

• A single keyword can map to many different needs.
• A well phrased question usually reveals the situation and the goal.
• Question oriented titles tend to match natural search behavior.

When you plan content around questions, you often cover many keyword variations along the way.

Use keywords to support, not to lead

• Start with questions from customers, sales, and support.
• Use keyword tools to see related phrases and confirm interest.
• Write articles that answer the question fully, not just repeat a term.

This shift in thinking usually leads to content that feels more natural to read and more useful in search, because it mirrors how people actually think when they are trying to solve a problem.