Keyword Research

Keyword research is the process of identifying the terms people use to search for information particularly within search engines like Google. In the age of AI search, keyword research can help you generate prompts for tracking AI search visibility and for creating content that satisfies longer tail conversational search queries.

For these purposes, classic keyword research via 3rd party tools can provide insight. However, more targeted keyword research from primary sources like site search, customer queries, and other proprietary data sets can help you generate content that’s closer to users LLM queries.

Keyword research strategies that encompass both traditional optimization and conversational query patterns offer great value.

To ensure your keyword research matches this approach, consider the following:

• Intent analysis. Understanding why people search for specific terms. Go beyond keywords to uncover the goal behind each search—whether users want information, a product, or an action—so your content can better meet their expectations.

• Entity identification. Pinpoint key people, places, products, or ideas mentioned in queries to structure your content around recognized entities that AI systems understand.

• Conversational patterns. Analyzing how people naturally discuss topics. Study how users naturally ask questions or describe problems to align content tone and phrasing with human dialogue.

• Semantic relationships. Map how related terms and ideas connect in order to create content that reflects topical depth and AI-friendly structure.

• Question-based queries. Focus on the actual questions users ask (how, why, what, and when) to build authority in addressing common pain points or curiosities.