Keyword Topic/AI Prompt Audit | Website Audit Series | Part 1

While AI in search has changed the keyword-first strategy, the natural place to start a local SEO audit is in organic and AI search results.

Start with the topical keywords, phrases, and AI prompts you are hoping your business will be found for, in order to identify where you are positioned relative to your competitors and other websites/content.

This research can help you quickly identify where you have established some level of authority/momentum to build on, as well as topics upon which you should not waste your time and effort.

What needs to be remembered is that SEO is a long-term strategy, so no keyword or prompt should be summarily dismissed.

Even so, it’s generally best to focus on keyword topics you realistically have a chance to gain visibility and drive traffic for.

Pay close attention to the intent behind the keywords you choose and ideally focus on those with commercial or transactional intent, as AI summaries are largely dominating informational content search results.

Keyword research tools like SEMrush play a pivotal role in helping you sort down the list of short-tail and long-tail keywords with the least competition and keyword difficulty levels.

Other than that, you will also need to consider optimizing for conversational search queries or prompts and voice search, as AI Mode will increasingly rely on natural language processing.

Furthermore, different people search in different ways, and it’s important not to limit your research to single keywords, but rather account for the various ways and phrases your audience may use to try to find you or your offerings; hence, taking a topical approach.

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