Keyword Research

Keyword Research remains foundational for both traditional SEO and modern AEO, helping you understand what questions users ask and how AI systems interpret those queries.

Why Keyword Research Matters

Traditional SEO Value

Search Visibility:

• Target queries people actually use
• Match content to search demand
• Identify content opportunities
• Prioritize optimization efforts

AEO Importance

AI Query Understanding:

• How users prompt AI systems
• Natural language patterns
• Question formulation
• Topic coverage needs

Citation Opportunities: Understanding queries helps create content AI systems want to cite.

Types of Keywords

1. Short-Tail Keywords

Characteristics:

• 1-2 words
• High search volume
• High competition
• Broad intent

Examples: “AEO”, “SEO tools”, “marketing”

2. Long-Tail Keywords

Characteristics:

• 3+ words
• Lower search volume
• Lower competition
• Specific intent

Examples:

• “how to implement answer engine optimization”
• “best AEO tools for small businesses”
• “difference between AEO and SEO”

Value: Better for conversions and AI queries

3. Question Keywords

AI-Friendly Formats:

• What is…?
• How to…?
• Why does…?
• Best way to…?
• Can I…?

Perfect for: Featured snippets and AI answers

4. Branded Keywords

Your Brand:

• “Genrank”
• “Genrank pricing”
• “Genrank login”

Competitor Brands:

• Comparison opportunities
• Alternative positioning

Keyword Research Process

1. Brainstorm Seed Keywords

Start With:

• Your products/services
• Industry topics
• Customer pain points
• Common questions

Example for AEO:

• Answer Engine Optimization
• AI citations
• AI search optimization
• AI visibility

2. Use Research Tools

Free Tools:

• Google Keyword Planner
• Google Search Console (existing rankings)
• Google Autocomplete
• People Also Ask
• Answer The Public

Paid Tools:

• Ahrefs Keywords Explorer
• SEMrush Keyword Magic Tool
• Moz Keyword Explorer

3. Analyze Search Intent

Intent Classification:

• Informational (learning)
• Navigational (finding site)
• Transactional (buying)
• Commercial (researching)

Match content type to intent.

4. Evaluate Metrics

Key Data Points:

• Search Volume: Monthly searches
• Keyword Difficulty: Competition level
• CPC: Paid search cost (indicates value)
• SERP Features: Featured snippets, PAA, etc.
• Trend: Growing vs. declining

5. Identify Opportunities

Sweet Spots:

• Moderate volume
• Lower competition
• Clear intent
• Business relevance
• Feature opportunities

Keyword Metrics Explained

Search Volume

What It Means: Average monthly searches

Considerations:

• Seasonal fluctuations
• Trend direction
• Geographic variation
• Tool accuracy limits

Target Balance: Some high-volume + mostly medium/long-tail

Keyword Difficulty

Scale: 0-100 (tool-dependent)

• 0-30: Low competition
• 30-60: Medium competition
• 60-100: High competition

Realistic Targets: New sites: < 30 difficulty
Established sites: Can target higher

Click-Through Rate (CTR)

Organic CTR: Varies by position and SERP features

Zero-Click Impact: Some keywords have high volume but low clicks (AI answers provided)

Keyword Research for AEO

AI Query Patterns

Natural Language: AI users ask full questions:

• “How can I improve my AI visibility?”
• “What’s the best way to get cited by ChatGPT?”

Research Strategy: Focus on conversational, question-based keywords.

Voice Search Considerations

Voice Queries:

• Longer (5-8 words average)
• Conversational tone
• Question format
• Local intent common

Topic Clusters

Hub and Spoke:

• Main topic (pillar)
• Supporting subtopics (clusters)
• Comprehensive coverage

Example:

• Hub: “Answer Engine Optimization”
• Clusters: “AEO vs SEO”, “AEO metrics”, “AEO tools”, “AEO strategy”

Competitive Keyword Analysis

Finding Competitor Keywords

Process:

1. Identify top competitors
2. Analyze their rankings
3. Find keyword gaps
4. Discover opportunities

Tools:

• Ahrefs Site Explorer
• SEMrush Domain Overview
• SpyFu

Keyword Gap Analysis

Identify:

• Keywords competitors rank for (you don’t)
• Topics they cover (you don’t)
• Their high-traffic pages
• Successful content types

Keyword Prioritization

Scoring Framework

Priority Formula: (Relevance × Volume × Intent Match) / Difficulty

Factors:

• Business alignment
• Content feasibility
• Competition level
• Conversion potential
• AI citation opportunity

Content Calendar

Organize by:

• Priority score
• Content type needed
• Resource requirements
• Timeline

Local Keyword Research

Local Modifiers

Geographic Terms:

• City name (“AEO consultant San Francisco”)
• Neighborhood
• “Near me”
• State/region

Local Intent:

• Service-based keywords
• Location-specific queries

Keyword Mapping

Content Assignment

Match keywords to:

• Existing pages (optimization)
• New content needs (creation)
• URL structure
• Site hierarchy

Avoid: Multiple pages targeting same keyword

Search Intent Alignment

Ensure Match:

• Informational → Blog posts, guides
• Commercial → Comparisons, reviews
• Transactional → Product/service pages

Tracking Keyword Performance

Monitor Rankings

Track:

• Target keywords
• Position changes
• SERP feature wins
• Competitor movements

Tools:

• Google Search Console
• Rank tracking tools
• SEO platforms

Measure Success

Key Metrics:

• Ranking position
• Organic traffic
• Featured snippet wins
• Conversion rate
• AI citation frequency

Keyword Research Mistakes

Ignoring Search Intent

❌ Targeting high volume without intent match
✅ Prioritize intent-aligned keywords

Only High-Volume Keywords

❌ Competing for impossible terms
✅ Balanced portfolio including long-tail

Keyword Stuffing

❌ Using keywords unnaturally
✅ Natural integration

Set-and-Forget

❌ One-time research
✅ Ongoing monitoring and updates

Ignoring AI Search

❌ Only traditional search data
✅ Consider how AI users query

Quick Start Guide

Day 1: Foundation

1. List core topics
2. Brainstorm seed keywords
3. Use free tools for volume
4. Identify 20-30 targets

Week 1: Deep Research

1. Competitor analysis
2. Intent classification
3. Difficulty assessment
4. Priority ranking

Month 1: Implementation

1. Create content calendar
2. Optimize existing pages
3. Track rankings
4. Measure results

Taking Action

To conduct effective keyword research:

1. Start with business goals - Align keywords with objectives
2. Use multiple data sources - Free and paid tools
3. Focus on intent - Match keywords to user needs
4. Build topic clusters - Comprehensive coverage
5. Prioritize opportunities - Balance volume and competition
6. Map to content - Assign keywords strategically
7. Monitor and refine - Continuous optimization

Keyword Research is the compass for content strategy—understanding what users search for (and how they prompt AI) guides you to create content that gets found, ranked, and cited.