Executive Summary
- Traditional keyword research often starts with a short phrase and its estimated search volume.
- A prospective wealth management client might ask, “How do I find a fiduciary advisor for my family?” or “What should an executive consider before retiring?” Someone looking for legal counsel might ask, “Who handles complex commercial lease disputes in Houston?”.
- Keyword research for AI discovery is about answering questions, not just matching terms.
Stop looking only at search volume
Traditional keyword research often starts with a short phrase and its estimated search volume. “Wealth management advisor.” “Real estate attorney.” “Luxury real estate agent.”
Those phrases still matter. But they don’t tell the whole story. People ask AI longer questions because they can explain their circumstances in natural language. They want information that feels relevant to their situation, not a generic list.
Listen to the way your clients talk
A prospective wealth management client might ask, “How do I find a fiduciary advisor for my family?” or “What should an executive consider before retiring?” Someone looking for legal counsel might ask, “Who handles complex commercial lease disputes in Houston?”
Do you see the difference? Those questions reveal intent. They also tell you what kind of information would be useful on your website.
Start by writing down the questions your clients ask in consultations, emails and phone calls. Talk to the people on your team who hear those concerns every day.
Specificity can be your advantage
You may not be able to compete for a broad phrase like “financial advisor.” But you might offer a very useful answer to “What should a business owner ask before selling a company and planning retirement?”
That topic is narrower. It is also closer to a real business problem. A qualified prospect searching for that information is more likely to value a detailed answer than a generic page repeating the same keyword ten times.
Location can also matter. If you serve families in Dallas or real estate clients in Houston, say so naturally and accurately.
Build content around answers, not repeated phrases
A good blog post should answer the question in the headline, explain the important considerations and demonstrate experience with the topic. Use descriptive subheads. Include clear examples. Link to related content and cite trustworthy information when you make factual claims.
You’re writing for people first. Search engines and AI tools can interpret helpful content, but nobody wants to read a paragraph written for a machine.
Support the topic with PR
Here’s where this gets more interesting. If your website explains retirement planning and you’ve also been quoted by an industry publication discussing retirement decisions, those two pieces reinforce your expertise.
Don’t pursue media placements simply for a link. Seek out opportunities to contribute useful commentary on subjects that matter to your future clients. The goal is a consistent story about what you know.
The takeaway
Keyword research for AI discovery is about answering questions, not just matching terms. Be specific. Be useful. And make sure you can support what you say.
FAQ
Not necessarily. Start with audience needs and build content that answers both concise searches and detailed questions.
Next step:
If you want a visibility strategy that connects search, content and earned media, book a consultation with CIM Inc PR.
Marisa Vallbona, APR, Fellow PRSA, is the founder of CIM Inc PR and a communications strategist with more than three decades of experience helping organizations build credibility and visibility through strategic public relations.
