From Search Intent to AI Intent
Traditional keyword research focuses on classic search intent
- informational
- commercial
- transactional
AI search introduces an additional, critical layer of intent:
- Definition-based queries (What is / Explain)
- Comparison queries (X vs Y)
- Recommendation queries (Best / Top / Should I)
- Decision-support queries (Which / How to choose)
Directly determine whether a brand is cited by AI systems.
Keywords Must Be Built on Entities
AI systems do not truly understand keyword rankings.
- They understand entities and the relationships between them.
Modern keyword research must identify:
- Core entities (brands, products, concepts)
- Related entities (features, use cases, industries)
- Attributes and relationships between entities
These keywords may have low volume, but high AI citation value.
Understanding Human vs. AI Queries
Human vs AI: Structural Differences in Search
- Human queries: short, fragmented, ambiguous
- AI queries are contextual natural language.
Effective SEO + GEO keyword research covers:
- Long-tail question-based queries
- Conversational, multi-turn queries
- Prompt-style inputs
These keywords may have low volume, but high AI citation value.
SERP and AI Result Overlap Analysis
Google rankings alone are no longer enough
High-value insights come from identifying gaps such as:
- High-ranking keywords uncited by AI
- AI-frequent topics missing on site
- Overlap: snippets, PAA & AI answers
These gaps represent true GEO opportunities.
Build AI authority via topic clusters
AI systems do not reward isolated pages. They reward topical completeness and authority.
Keyword research outputs → structured system
- Core topics
- Subtopics
- Supporting queries
This structure supports both search crawling and AI comprehension.
Designing Keywords Specifically for GEO
Not all keywords are suitable for GEO.
High-priority GEO keywords are typically:
- Fact-based and clearly defined
- Low ambiguity, high credibility
- Brand + entity combinations
These keywords shape how AI systems understand your brand.
Preparing for Future Queries
AI search amplifies the value of emerging queries.
Keyword research must continuously monitor:
- Semantic shifts and new expressions
- Changes in how users ask questions
- Common AI-generated questions
This is the foundation of long-term GEO advantage.