There are lots of tools that help you choose terms to purchase in PPC campaigns and to target for SEO.
They can also be useful in helping you design navigation, choose your site name and even your company name.
Google provides all sorts of resources, some which seem to do very similar things.
There are analytics specifically for your own site:
And some that anyone can use:
Of the ‘public’ tools I mostly use the Adwords Keyword Tool, inspite of not using Adwords.
Try searching for ‘phones’. From the results you can see whether ‘cell phone’, ‘wireless phone’ or ‘mobile phone’ is the dominant language in your area. When there are labels that my team is arguing about, Ill sometimes see if the Keyword Tool can add evidence to the argument.
But beware, they can get addictive.