SEO Keywords: How to Find and Use Them to Rank Higher (in Traditional Search and AI)

In this article, you'll learn what SEO keywords are, why they remain the foundation of discoverability in 2026, and exactly how to find and use them to rank higher. You'll also learn how keyword strategy now extends beyond Google to include AI search engines like ChatGPT, Perplexity, and Claude—and how to measure your visibility across both channels.

What you will learn:

• What SEO keywords are and how search intent shapes their value

• The three main types of keywords and when to use each

• A step-by-step process to find keywords worth targeting

• How to place keywords on-page for maximum impact

• How AI search engines evaluate content differently than Google

• How to find keyword and prompt opportunities in AI search

• How to measure performance across traditional and AI search channels

What Are SEO Keywords?

SEO keywords are the words and phrases people type into search engines to find information. They connect your content to user queries, helping search engines understand what your page is about.

When your content uses the same language your audience uses, search engines consider it relevant. That relevance translates to visibility.

But keywords alone aren't enough. You need to understand the intent behind them.

The Four Types of Search Intent

Every keyword aligns with one of four intent types:

Informational – The person wants to learn something. Examples: "what is CRM software," "how to write a cold email"

Commercial – The person is comparing options before deciding. Examples: "best CRM for startups," "HubSpot vs Salesforce"

Transactional – The person is ready to buy or take action. Examples: "buy Salesforce subscription," "sign up for HubSpot free trial"

Navigational – The person is looking for a specific brand or page. Examples: "HubSpot login," "Salesforce pricing page"

Matching your content to intent matters more than matching exact keywords. A page targeting "best CRM software" should compare options, not sell a single product. A page targeting "Salesforce pricing" should show pricing, not a blog post about CRM trends.

Why SEO Keywords Still Matter in 2026

Keywords are how you get found. That hasn't changed.

What has changed is where people search. Google still dominates, but AI search engines now handle millions of queries daily. ChatGPT, Perplexity, Claude, and Gemini are pulling users away from traditional search—especially for research-heavy and comparison queries.

The fundamentals remain the same: quality content, topical authority, and matching search intent. But now you need that quality to be legible to both crawlers and language models.

Here's what effective keyword targeting enables:

You reach the right audience. Keywords act as filters. Target the wrong ones and you'll attract traffic that never converts. Target the right ones and you'll reach people actively looking for what you offer.

You build topical authority. Covering related keywords across multiple pages signals to search engines—and AI models—that you're a legitimate source on a topic.

You attract qualified traffic. Commercial and transactional keywords bring visitors closer to a buying decision. These visitors convert at higher rates than those arriving from broad, informational queries.

For example, Healthline ranks for thousands of medical search terms because its content systematically matches user intent. When someone searches "6-6-6 walking workout," Healthline appears first because it created content specifically answering that query—not a generic fitness page that happens to mention walking.

Types of SEO Keywords

Keywords fall into three categories. Understanding each helps you build a balanced strategy.

1. Primary vs. Secondary Keywords

Your primary keyword is the main term you want to rank for. It appears in strategic locations: the page title, meta description, H1, URL, and naturally throughout the content.

Secondary keywords are supporting terms that add context. They appear in subheadings, image alt text, and body copy.

Here's an example. If your primary keyword is "email marketing software," secondary keywords might include "email automation tools," "newsletter platforms," and "email campaign management."

The distinction matters for structure. Your primary keyword defines what the page is about. Secondary keywords help you cover the topic comprehensively and capture related searches.

2. Short-Tail vs. Long-Tail Keywords

These terms don't refer to word count—they refer to search volume and specificity.

Short-tail keywords are broad terms with high search volume. They're competitive and attract a wide audience. "CRM software" is short-tail: millions search for it, but intent varies wildly.

Long-tail keywords are specific phrases with lower volume but clearer intent. "Best CRM for B2B sales teams under 50 employees" is long-tail: fewer people search for it, but those who do know exactly what they want.

Both serve different purposes in your strategy:

Short-tail keywords work for:

• Building brand awareness

• Creating pillar content that establishes topical authority

• Targeting high-traffic opportunities (if you have the domain authority to compete)

Long-tail keywords work for:

• Capturing qualified traffic ready to convert

• Ranking faster with less competition

• Addressing specific pain points your product solves

A common mistake is chasing only high-volume short-tail terms. Newer sites should prioritize long-tail keywords where they can realistically rank, then expand to more competitive terms as authority grows.

3. Branded vs. Non-Branded Keywords

Branded keywords include a company or product name: "HubSpot CRM," "Salesforce pricing," "Zoom meeting software."

People searching branded terms already know the brand. They have navigational or transactional intent. Your product pages and comparison content should target these.

Non-branded keywords are generic terms without brand names: "CRM software," "video conferencing tools," "project management apps."

People searching non-branded terms are earlier in their journey. They're researching options. Your educational content and top-of-funnel blog posts should target these.

The ratio matters. If most of your traffic comes from branded keywords, you're capturing existing demand but not generating new awareness. If most comes from non-branded, you're building awareness but may be missing conversion opportunities.

How to Find SEO Keywords: A Step-by-Step Process

Finding keywords isn't about generating a long list. It's about finding the right keywords—terms your audience actually searches for, that you can realistically rank for, and that align with your business goals.

Here's the process.

Step 1: Start With Seed Keywords

Seed keywords are broad terms that describe your business, product, or industry. They're the starting point for deeper research.

If you sell project management software, your seed keywords might be:

• project management

• task management

• team collaboration

• work management

If you're an AI search analytics platform like Analyze AI, seed keywords might include:

• AI search visibility

• LLM brand monitoring

• generative engine optimization

• AI citation tracking

List 5-10 seed keywords that capture your core offering. These will branch into dozens or hundreds of specific keywords.

Step 2: Expand Using Google's Built-In Tools

Google gives you free keyword data if you know where to look.

Autocomplete suggestions: Type your seed keyword into Google's search bar. The dropdown shows what people commonly search alongside that term.

For "CRM software," autocomplete might show:

• CRM software for small business

• CRM software free

• CRM software examples

• CRM software comparison

Each suggestion is a potential keyword worth evaluating.

People Also Ask: Scroll down the search results page to find questions related to your query. These reveal informational keywords and content angles.

For "CRM software," you might see:

• What is the most commonly used CRM software?

• What is the difference between CRM and ERP?

• Is CRM software worth it for small business?

Each question represents a keyword opportunity and a potential H2 for your content.

Related Searches: At the bottom of the results page, Google shows related terms. These are often long-tail variations worth targeting.

Repeat this process for each seed keyword. You'll quickly build a list of 50-100 potential keywords.

Step 3: Use a Keyword Research Tool for Volume and Difficulty Data

Google's free tools show what people search for, but not how many people search or how hard it is to rank.

For that, you need a keyword research tool. Google Keyword Planner is free. Ahrefs, Semrush, and Moz offer more detailed data with paid plans.

Enter your expanded keyword list and export the data. Focus on three metrics:

Search volume: How many people search for this term monthly. Higher isn't always better—a 50-volume keyword with perfect intent may outperform a 10,000-volume keyword with vague intent.

Keyword difficulty: How hard it is to rank. Tools calculate this based on the backlink profiles of currently ranking pages. A difficulty score of 80+ usually requires significant authority to compete.

Click potential: Some keywords have high volume but low clicks because Google answers them directly (featured snippets, knowledge panels). Tools like Ahrefs show this.

Step 4: Analyze Competitor Content

Your competitors have already done keyword research. Learn from them.

Search your seed keywords and note which sites rank consistently. Then use a keyword tool to see what else those sites rank for.

In Google Keyword Planner, enter a competitor's URL to see associated keywords. In Ahrefs or Semrush, use the "Organic Keywords" report.

Look for:

• Keywords they rank for that you don't

• Content gaps—topics they've covered that you haven't

• Keywords where they rank poorly (positions 10-20) that you could target better

Competitor research is especially valuable for finding commercial keywords. If competitors rank for "best X software," "X alternatives," or "X vs Y" comparisons, those are likely valuable terms worth targeting.

Step 5: Prioritize Based on Three Factors

Not every keyword is worth pursuing. Prioritize based on:

Relevance: Does this keyword align with your product, service, or content strategy? A high-volume keyword that doesn't match your offering is worthless.

Difficulty: Can you realistically rank? If you're a new site with minimal backlinks, targeting keywords with difficulty scores above 70 is likely a waste of resources. Start with lower-difficulty terms and build authority over time.

Business value: Will ranking drive meaningful outcomes? A keyword that brings visitors who never convert has less value than a lower-volume term that attracts qualified leads.

Create a simple scoring system:

The highest priority keywords have moderate volume, manageable difficulty, and strong business alignment.

How to Use SEO Keywords in Content

Finding keywords is research. Using them effectively is execution.

1. Match Content Format to Search Intent

Before writing, search your target keyword and study what ranks.

If the top results are:

• Listicles ("10 Best CRM Tools"), your content should probably be a list

• How-to guides, your content should teach a process

• Product pages, the keyword has transactional intent—don't try to rank a blog post

• Comparisons, your content should compare options fairly

This isn't about copying competitors. It's about understanding what format Google (and users) expect for a given query.

A common mistake: writing an educational blog post for a keyword where Google ranks only product pages. You're fighting the algorithm instead of working with it.

2. Place Keywords in Strategic Locations

Your primary keyword should appear in:

Title tag: The clickable headline in search results. Include your primary keyword near the beginning. Keep it under 60 characters.

H1 heading: The main headline on your page. Usually matches or closely mirrors your title tag.

URL: Keep it short and include your primary keyword. "/crm-software-small-business" is better than "/blog/post-12345-best-tools-for-managing-your-customers."

Meta description: The snippet below your title in search results. Include your primary keyword naturally. Keep it under 155 characters. Make it compelling enough to click.

First 100 words: Search engines weight early content more heavily. Introduce your primary keyword within the first paragraph.

Throughout the body: Use your primary keyword naturally where it fits. Don't force it. If a sentence sounds awkward with the keyword, rewrite it without.

Secondary keywords should appear in:

Subheadings (H2, H3): Use secondary keywords to structure your content and signal subtopics.

Image alt text: Describe what's in the image and include relevant keywords where natural.

Internal link anchor text: When linking to other pages on your site, use descriptive anchor text that includes keywords.

3. Write for Comprehensive Coverage

Search engines increasingly reward content that thoroughly covers a topic—not just content that mentions the keyword repeatedly.

This is called semantic SEO or topical coverage. Instead of asking "how many times should I use my keyword," ask "have I answered everything someone searching this term would want to know?"

If your target keyword is "email marketing software," comprehensive coverage might include:

• What email marketing software does

• Key features to look for

• Comparison of popular options

• Pricing considerations

• How to choose the right one

• Common implementation challenges

Each subtopic supports your primary keyword without keyword stuffing.

4. Avoid Keyword Stuffing

Keyword stuffing is cramming keywords into content unnaturally in hopes of ranking higher. It doesn't work. Google has penalized this practice for over a decade.

Signs of keyword stuffing:

• The same phrase appears multiple times per paragraph

• Sentences don't sound natural when read aloud

• Keywords are forced into places where they don't fit

Write for humans first. If your content is genuinely helpful and covers the topic thoroughly, keywords will appear naturally.

5. Update Content Regularly

Keywords and search intent shift over time. A page that ranked well two years ago may no longer match what users expect.

Review your top-performing content quarterly. Check:

• Are rankings holding or declining?

• Has the search landscape changed? (New competitors, different result types)

• Is the content still accurate and comprehensive?

• Are there new subtopics or questions you should address?

Updating existing content often delivers faster results than creating new pages. You're building on existing authority rather than starting from zero.

How AI Search Engines Evaluate Content Differently

Everything above applies to Google. But AI search engines—ChatGPT, Perplexity, Claude, Gemini, and Copilot—work differently.

These engines don't show ten blue links. They synthesize information from multiple sources and provide direct answers. Your content either gets cited as a source or it doesn't appear at all.

Here's what we know from analyzing over 83,000 AI citations across ChatGPT, Claude, and Perplexity:

Citation Patterns Vary by Engine

Different AI engines prefer different source types.

Wikipedia usage differs dramatically:

• ChatGPT cites Wikipedia for 12.1% of responses

• Claude cites Wikipedia for 0.1%

• Perplexity doesn't cite Wikipedia at all

LinkedIn is only popular with ChatGPT:

• ChatGPT cited LinkedIn 900 times in our B2B software dataset

• Claude and Perplexity cited it zero times

Content type preferences differ:

• Claude heavily favors blog content (43.8% of citations)

• ChatGPT and Perplexity prefer product pages (60.1% and 54.3% respectively)

This means your content strategy for AI visibility needs to account for which engines your audience uses.

Third-Party Sources Dominate

Across all engines, about 83% of citations come from third-party sources—review sites, news articles, analyst reports, industry blogs. Only 17% come from the brand's own website.

This has major implications:

1. Earned media matters for AI visibility. Getting mentioned on authoritative third-party sites increases your chances of being cited by AI engines.
   
   

2. You can't control all your AI visibility directly. Even with perfect on-site optimization, most citations will come from external sources discussing your brand.
   
   

3. Brand monitoring becomes essential. You need to know which sources AI engines use when discussing your category—and whether those sources mention you favorably.
   
   

AI Engines Disagree on Brand Sentiment

The same brand can receive wildly different sentiment scores depending on which AI engine you ask. In our data, we found brands rated up to 79 points apart across engines.

This happens because each engine pulls from different sources. If ChatGPT's sources discuss a brand positively but Perplexity's sources are critical, each engine will present a different narrative.

Finding Keyword and Prompt Opportunities in AI Search

Traditional keyword research tells you what people search on Google. But what prompts are people asking AI engines? And is your brand appearing in those answers?

This is where AI search analytics tools become essential.

Track Prompts That Matter to Your Business

Instead of keywords, AI search operates on prompts—natural language questions users ask. "Best CRM for small business" might be a Google keyword, but in ChatGPT, users might ask "What CRM should a 10-person startup use if they have a limited budget and need good email integration?"

Tools like Analyze AI let you track specific prompts across AI engines to see:

• Whether your brand appears in responses

• What position you hold (first mentioned, second, etc.)

• What sentiment the AI engine expresses about your brand

• Which sources the AI engine cites

Discover Where Competitors Win

One of the most actionable insights from AI search analytics is finding prompts where competitors appear but you don't.

This "Opportunities" view shows:

• Prompts where your tracked competitors get mentioned

• How many times competitors appeared without your brand

• Which specific competitors are winning those prompts

Each opportunity represents a content gap. If ChatGPT recommends three CRM tools for healthcare and you're not one of them, you now know exactly what content to create.

Analyze Citation Sources

Understanding which sources AI engines cite gives you a roadmap for earned media strategy.

The "Top Sources" view shows which domains get cited most frequently for your tracked prompts. If techradar.com gets cited 15 times and you're not mentioned in their content, that's a specific outreach opportunity.

You can also see citation analytics at the prompt level:

This shows exactly which URLs influenced AI responses for specific prompts—not just the domains, but the specific pages. This helps you understand what content formats and angles AI engines favor.

Use Suggested Prompts to Expand Coverage

Just like keyword research expands from seed terms, prompt research should expand from your core topics.

AI search analytics tools can suggest prompts based on your tracked competitors and industry. Instead of guessing what prompts to monitor, you get data-driven suggestions you can accept or reject with one click.

Measuring Performance Across Traditional and AI Search

You can't improve what you don't measure. For traditional SEO, you have Google Search Console and rank tracking tools. For AI search, you need different metrics.

Track AI Referral Traffic

AI engines don't just cite sources—they sometimes send traffic. When a user clicks a citation link in Perplexity or ChatGPT, that's a referral visit you should be tracking.

Connect your Google Analytics to an AI search analytics tool to see:

• Total sessions from AI search in the last 30 days

• What percentage of your total traffic comes from AI referrals

• Trend over time (is AI traffic growing?)

This moves AI visibility from a vanity metric to an attributable business outcome. You can see actual sessions, not just "mentions."

Attribute Traffic to Specific Pages

Knowing total AI traffic is useful. Knowing which pages receive that traffic is actionable.

The page-level view shows:

• Which URLs AI engines send traffic to

• Which AI engine sent the traffic (ChatGPT, Perplexity, etc.)

• Number of sessions per page

• Conversion events (if tracked)

This tells you which content formats work for AI search. If your "Best CRM for Healthcare" page gets 4x more AI traffic than your "What is CRM" page, double down on comparison content.

Compare Performance by Engine

Not all AI engines are equal for your business. Some may send more traffic, others may be more important for your specific audience.

The engine breakdown shows:

• Which AI engines send the most sessions

• Month-over-month trends by engine

• Where to focus optimization efforts

If ChatGPT drives 60% of your AI traffic and Perplexity drives 10%, prioritize understanding what ChatGPT cites and favors.

Monitor Brand Sentiment Over Time

Rankings fluctuate, and so does AI sentiment. Track how AI engines perceive your brand over time to catch problems early.

If sentiment drops suddenly, investigate:

• Did a negative review or news article get published?

• Did a competitor launch a major campaign?

• Is there a product issue customers are discussing?

AI engines synthesize information from many sources. A single negative article on a high-authority site can shift how AI represents your brand.

Benchmark Against Competitors

Knowing your own metrics matters. Knowing how you compare to competitors matters more.

Track competitors to see:

• Total mentions across your tracked prompts

• Mention frequency over time

• Which prompts they appear in that you don't

This creates accountability. If a competitor gets mentioned 9 times and you get mentioned 3 times, you know the gap you need to close.

Putting It All Together: A Unified Keyword Strategy

SEO keywords and AI search visibility aren't separate strategies. They're the same strategy applied across different channels.

Here's how to unify them:

Start With Keyword Research (It Still Comes First)

Use the traditional keyword research process to identify:

• Seed keywords for your business

• Long-tail variations with clear intent

• Competitor keywords worth targeting

• Content gaps in your current coverage

Map Keywords to Prompts

For each high-priority keyword, consider what natural language prompts someone might ask an AI engine about the same topic.

This mapping helps you create content that ranks on Google AND gets cited by AI engines.

Create Content That Serves Both Channels

The fundamentals remain the same:

• Match search intent

• Cover the topic comprehensively

• Use clear structure with descriptive headings

• Include specific, factual information AI engines can cite

• Build authority through quality, not keyword stuffing

Content that ranks well on Google tends to get cited by AI engines too. The correlation isn't perfect—our data shows AI engines have their own preferences—but quality content with topical authority performs well across both channels.

Track Performance Across Both Channels

Set up tracking for:

• Google Search Console for traditional search rankings and traffic

• An AI search analytics tool for AI visibility, citations, and referral traffic

Review both monthly. Look for:

• Keywords gaining or losing rankings

• Prompts where visibility is changing

• Pages receiving traffic from both channels vs. only one

• Opportunities where competitors appear but you don't

Update and Expand Based on Data

Use performance data to guide your content calendar:

• Refresh content that's declining in rankings or AI visibility

• Create new content for high-opportunity prompts where you don't appear

• Pursue earned media on sites AI engines frequently cite

• Monitor sentiment and address negative narratives

Key Takeaways

SEO keywords remain the foundation of search visibility in 2026. What's changed is that visibility now spans two channels: traditional search engines and AI engines.

On keywords:

• Keywords connect your content to user queries—that fundamental hasn't changed

• Search intent matters more than exact keyword matching

• Balance short-tail (awareness) and long-tail (conversion) keywords

• Prioritize based on relevance, difficulty, and business value

On keyword research:

• Start with seed keywords and expand using Google's built-in tools

• Use keyword research tools for volume and difficulty data

• Study competitor content to find gaps and opportunities

• Create a prioritized list based on realistic ranking potential

On keyword usage:

• Place primary keywords in titles, H1s, URLs, and meta descriptions

• Use secondary keywords in subheadings and throughout content

• Write for comprehensive topical coverage, not keyword density

• Update content regularly as search landscapes shift

On AI search:

• AI engines cite sources rather than ranking pages—being cited is the new ranking

• Citation patterns vary significantly by engine

• Third-party sources provide 83% of AI citations

• Track prompts, not just keywords, to understand AI visibility

On measurement:

• Track AI referral traffic as an attributable metric

• Attribute traffic to specific pages to understand what content works

• Compare performance by engine to prioritize efforts

• Monitor sentiment and benchmark against competitors

The companies winning at search in 2026 aren't choosing between SEO and AI visibility. They're building content strategies that perform across both—using the same quality-first principles that have always worked, applied to new channels where their audience is searching.

Ready to see where your brand appears in AI search? Analyze AI tracks brand visibility, citations, and referral traffic across ChatGPT, Perplexity, Claude, and more—so you can measure what matters and act on real data.