what's your process for picking the best keywords for your website?

mine's pretty boring honestly. 1. list the services/products and the questions customers ask before buying 2. throw those into a keyword tool, export everything 3. delete anything irrelevant or where page one is all giant sites 4. group what's left by intent, one group = one page 5. check search console every few months and adjust step 4 is where most of the value is. people skip it and end up with five thin pages for the same thing.