Thought Leadership 2025

Answer Engine
Optimization
Keyword Research &
Selection

Master the strategic framework that transforms traditional SEO into AI-first
visibility for CMOs, Marketing Executives, and Digital Leaders.

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AI-First Strategy

Zero-Click Optimization

Enterprise Results

Keyword Research Reimagined

In 2025, keyword research has transformed from a tactical SEO task into a strategic
pillar of digital visibility.

Search behaviors, technologies, and platforms have all evolved to the point where traditional keyword research — once focused only on volume, competition, and ranking positions — no longer guarantees visibility.

The Zero-Click Reality

The rise of answer engines like Google AI Overviews, Bing Copilot, ChatGPT Search, and Perplexity means users increasingly receive direct, AI-curated answers rather than a list of links to click. Over 70% of searches do not result in a website visit (SparkToro).

For businesses, this reality demands a new approach: Answer Engine Optimization (AEO). AEO ensures your brand is not just ranking on search engines, but is selected as the authoritative answer by AI-driven platforms. Keyword research is now about anticipating questions, structuring content for extraction, and aligning with user intent across conversational and entity-driven contexts.

Why AEO Keyword Research is Different from SEO

Traditional SEO keyword research falls short in an AI-first search environment. Here's
what's changed.

Traditional SEO

  • Focus: Rankings and traffic

  • Format: Keywords and phrases

  • Goal: Clicks and page visits

  • Metrics: Traffic and CTR

Answer Engine Optimization

  • Focus: Answerability and AI visibility

  • Format: Conversational queries and entities

  • Goal: Citations and zero-click conversions

  • Metrics: Brand mentions and AI impressions

B2B CRM Software Example

Old approach: CRM software

AEO approach: What is CRM software? or Which CRM software is best for startups in 2025?

B2C Retail Example

Old approach: running shoes

AEO approach: Which running shoes are best for marathon beginners in 2025?

Core Principles of AEO Keyword Research

Four foundational principles that distinguish AEO from traditional keyword strategies.

1. Intent-first, not keyword-first

AEO begins with understanding what users want answered. Instead of chasing raw search volume, focus on identifying specific questions aligned with customer pain points or goals.

CRM Example: How does CRM software reduce churn in 2025?

Retail Example: What smartwatch has the best battery life under $200?

2. Entity-driven clusters

Search engines and AI models increasingly rely on entity recognition. Entities represent concepts, products, brands, and relationships.

CRM Entities: lead management, sales pipeline, automation

Retail Entities: cushioning, waterproof sneakers, heart rate tracking

3. Conversational phrasing

Users increasingly speak to AI assistants in natural language. Keyword strategies should adapt to long-tail, spoken queries.

CRM Example: Which CRM integrates with Gmail in 2025?

Retail Example: Where can I buy affordable running shoes under $100?

4. Cross-platform optimization

Each answer engine — Google AI Overviews, Bing Copilot, ChatGPT, Perplexity — processes queries differently. Keyword research must account for overlaps and unique behaviors.

Step-by-Step AEO Keyword Research Framework

A comprehensive 7-step process to master AEO keyword research in 2025.

1
Define Business Objectives

The first step in AEO keyword research is aligning with business goals. Executives and managers should establish whether the priority is brand awareness, lead generation, conversions, or retention.

CRM Example (B2B)

A mid-market CRM vendor may aim to be cited in AI overviews for queries like best affordable CRM for SMBs.

KPI: 30% increase in AI mentions within a quarter

Retail Example (B2C)

A sports retailer may aim to own AI citations for best budget running shoes 2025.

KPI: 15% increase in sales from AI-driven citations

2
Collect Question-Based Keywords

Traditional SEO starts with keyword lists, but AEO begins with questions. People are no longer typing CRM software into Google; they're asking What is the best CRM software for startups in 2025?

Best practices:

  • Use Google People Also Ask (PAA) to uncover common questions

  • Analyze Reddit, Quora, LinkedIn discussions for authentic phrasing

  • Collect sales and support FAQs from your own team

  • Use AnswerThePublic and AlsoAsked for semantic variations

3
Cluster Keywords by Intent

Not all queries serve the same purpose. Some users seek knowledge, others want comparisons, and some are ready to buy. Intent clustering ensures your keyword strategy maps to every stage of the funnel.

Informational

Define and explain (What, Why, How)

Commercial Investigation

Compare tools or products (Best, Top, Reviews)

Transactional

Target purchase-ready intent (Buy, Price, Deals)

4
Prioritize by Answerability

Not every keyword is worth targeting. In AEO, answerability matters more than volume. You want queries that can be answered directly, structured into content, and extracted by AI engines.

Best practices:

  • Choose queries that can be answered in 1–2 sentences

  • Check if AI already provides an overview — if not, it's an opportunity

  • Prioritize long-tail conversational queries

  • Apply schema markup (FAQ, How-To, Product)

5
Optimize for Entities & Context

Search engines and LLMs no longer just parse keywords — they build entity graphs. By associating your content with related entities, you increase topical authority.

Why it matters

If your brand only targets "CRM software" but ignores related terms like "pipeline automation" or "customer retention," AI engines won't consider you authoritative.

Best practices:

  • Use Google People Also Ask (PAA) to uncover common questions

  • Analyze Reddit, Quora, LinkedIn discussions for authentic phrasing

  • Collect sales and support FAQs from your own team

  • Use AnswerThePublic and AlsoAsked for semantic variations

CRM Example (B2B)

Core entity: CRM software

Related entities: lead scoring, sales pipeline, churn analysis, integration with email

Retail Example (B2C)

Core entity: running shoes

Related entities: cushioning, marathon training, waterproof, arch support

🔗 Tool Recommendation: Use SEMAI Content Topic Ideas for comprehensive entity mapping

6
Structure Content for AI Extraction

You can't just write content — you must design it for AI readability. AI engines like ChatGPT and Google SGE prefer content that is scannable and structured.

Best practices:

  • Place a 50-word direct answer at the top

  • Use FAQ schema

  • Include comparison tables, lists, and bullets

  • Keep sentences short and conversational

7
Continuous Monitoring

AEO keyword research is never done. AI models evolve rapidly, meaning you must audit and adapt regularly.

Best practices:

  • Track AI overview impressions

  • Monitor brand mentions in ChatGPT/Perplexity

  • Audit zero-click impressions in Google Search Console

  • Refresh content quarterly with updated stats/schema

Real-World Use Cases

See how leading companies have successfully implemented AEO keyword strategies.

B2B CRM Software Example

Challenge:

Competing with Salesforce & HubSpot

Strategy:

Target questions like Best CRM for SMBs under $50 per user in 2025

Result:

Startup CRM cited in ChatGPT, driving 25% more qualified leads

B2C Retail

Challenge:

Retailer competing with Nike & Adidas

Strategy:

Target Best marathon shoes 2025 under $150

Result:

Featured in Google AI Overviews, driving 18% higher conversions

Master AEO Keyword Research Today

The best AEO keyword research strategies combine intent-driven discovery, entity clustering,
conversational phrasing, schema optimization, and continuous monitoring.

CRM Companies

Use AEO to compete with industry giants

Retail Brands

Dominate product-specific, conversational queries

For CMOs and executives, the goal is clear: be the chosen answer, not just
another link.

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