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SEO8 min read
Keyword research in the LLM era: from queries to intents
Keywords still exist — but they are a proxy. Here is how to do keyword research in a world where users type whole sentences to a model.
LE
LumenEntity Research
Visibility & AI search team
Keyword tools still matter; they just stopped being enough. Today's research connects classic SERP queries with LLM prompts to surface the underlying intents users care about.
Sources
- Search Console queries (real, intent-rich).
- Bing Webmaster Tools (different long-tail patterns).
- Prompt-monitoring data from LLMs.
- Customer interview snippets.
- Internal site search.
Map to intents
Group queries and prompts into intents (informational, navigational, transactional, comparative). Each intent gets one canonical page.
Clustering rules
- Same SERP overlap > 60% → same page.
- Same prompt response targets → same page.
- Different intent → different page, even if keywords overlap.
Tooling
Combine Search Console with LumenEntity's prompt panel to get a unified view of head queries and LLM intents in one place.
Frequently asked questions
- Are keyword volumes still useful?
- Yes, as a relative measure. Absolute numbers are noisy.
- How do I research prompts?
- Use a panel of real prompts, observe which sources get cited, and reverse-engineer.
- Should I keep targeting head terms?
- Yes — but on hub pages that aggregate long-tail intents.
Keyword ResearchIntentStrategy
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