Researching keywords for a niche is going nowhere

inherited a site where nobody has bothered to research keywords for a niche. i've seen people claim this changed recently, though i can't find a source. what would you try next?
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neha_serp Oct 21, 2026
otisb
what's the niche? hard to be specific without it. general tip though - forums, reddit threads and amazon reviews in that niche are better seed sources than any tool, people describe their problems in their own words there. take those phrases into a keyword tool afterwards.