Search is changing. People are no longer relying only on traditional search engines to find information. They are increasingly asking AI systems such as Gemini questions and expecting direct, conversational answers. For businesses, this creates a new opportunity: becoming one of the brands, websites or sources that AI systems mention when answering relevant questions.
That means traditional keyword research needs to evolve. Instead of focusing only on search volume and rankings, marketers need to understand the questions, topics, comparisons and problems people are likely to ask AI.
What Is Keyword Research for AI Search?
Traditional keyword research usually focuses on phrases people type into Google, such as “best project management software” or “SEO tools for SaaS.”
AI search is often more conversational. A user might ask:
- What is the best project management software for a small team?
- Which SEO tools are useful for SaaS companies?
- How does Ahrefs compare with Semrush?
- What tools can help me measure SEO ROI?
These longer, question-based searches provide useful insights into what people want to know.
AI-focused keyword research therefore involves finding the questions and topics your potential customers are likely to ask AI platforms, then creating content that provides clear and trustworthy answers.
Start With Your Existing Keywords
You do not need to start from scratch. Your existing SEO data can provide a strong foundation.
Look at Google Search Console, Google Analytics and your SEO tools to identify keywords that already bring relevant visitors. Pay particular attention to informational and commercial queries.
For example, if your website ranks for “how to measure SEO ROI,” you can expand the topic into related questions such as:
- How do you measure SEO ROI?
- What SEO metrics actually matter?
- How can SaaS companies measure SEO revenue?
- How do you connect SEO traffic to pipeline?
These related questions can become your AI-search content opportunities.
Find Conversational Keywords
One of the biggest differences between traditional search and AI search is the way users phrase questions.
Instead of targeting only short keywords, look for complete questions and natural-language searches. Tools such as Google autocomplete, People Also Ask, Reddit, forums and customer conversations can help identify the language people actually use.
Your sales and customer-support teams can also be valuable sources. Questions that customers repeatedly ask are potential content topics because they represent real information needs.
The goal is not to create a separate page for every question. Instead, group related questions around important topics and build comprehensive resources that answer multiple variations.
Create Content That Directly Answers Questions
Finding keywords is only the first step. If you want to understand how to get mentioned in Gemini, focus on creating content that is easy to understand, useful and supported by credible information.
Start important sections with direct answers before going deeper into the topic. Use descriptive headings, clear explanations, examples, statistics and relevant sources where appropriate.
For example, instead of writing a long introduction before answering “What is SEO ROI?”, provide a concise definition first and then explain how businesses can calculate and measure it.
This structure makes your content easier for both users and search systems to understand.
Build Topical Authority
One article is unlikely to establish strong authority around a competitive topic. A better approach is to build a collection of connected content.
Suppose your business focuses on SEO for B2B SaaS. Your content cluster could include:
- How to measure SEO ROI
- SEO KPIs for SaaS companies
- How to calculate organic customer acquisition cost
- SEO attribution for long sales cycles
- How to connect Search Console data with CRM revenue
- SEO forecasting for SaaS businesses
These articles can be connected through internal links and organised around a clear topic.
This gives search engines and AI systems more context about your expertise and the subjects your website covers.
Focus on Brand and Entity Visibility
If your goal is learning how to get mentioned in Gemini, don’t focus only on keywords. Brand visibility also matters.
Look for opportunities to establish your company across relevant websites, industry publications, directories, podcasts, interviews and other authoritative sources.
Consistent company information is also important. Your brand name, services, positioning and expertise should be clearly represented across important online profiles.
The broader goal is to make your brand easier to understand as an entity associated with a specific topic or category.
Create Content Worth Referencing
AI systems need useful information to provide answers. Original research, surveys, statistics, expert insights, case studies and practical guides can give your content more value than generic articles.
For example, instead of publishing another basic article about SEO trends, you could publish original research on how B2B SaaS companies measure SEO-generated pipeline.
Unique information gives other websites something worth referencing and can also strengthen your overall authority.
Track AI Visibility
Traditional SEO reporting focuses on rankings, impressions, clicks and organic traffic. AI search requires additional monitoring.
Create a list of important questions related to your products and services and periodically check how different AI platforms respond to them.
Record whether your brand appears, which competitors are mentioned, what sources are referenced and how your brand is described.
The results can help you identify content gaps and opportunities for improvement.
Keyword Research Is Still the Foundation
AI search does not mean traditional SEO and keyword research are no longer important. Instead, keyword research becomes the starting point for understanding user questions, topics and search intent across multiple search experiences.
If you want to learn how to get mentioned in Gemini, focus on the questions your audience asks, create genuinely useful content, build topical authority and strengthen your brand’s presence across trusted sources.
The objective is not simply to rank for more keywords. It is to become a useful and credible source that AI systems can confidently reference when answering questions related to your expertise.