Keyword research using AI tools and competitor analysis

Executive overview

Ranking for the wrong keywords wastes effort regardless of content quality. Combining AI-generated keyword lists with real search data yields a stronger starting set. Competitor analysis then expands the list with proven terms.

Match keyword intent to the stage of the buyer journey, not just search volume.

The CBS News approach: ChatGPT, Bard, SEMrush

• Ask ChatGPT for relevant industry keywords, then follow up for refinements (e.g. easy-to-rank terms)
• Run the same prompts in Bard to capture up-to-date and Google-aligned suggestions
• Combine both lists, then batch-upload to SEMrush
• SEMrush reveals volume, difficulty, and competition gaps — and surfaces additional keywords

Snoop Dogging: competitor keyword research

• Identify competitors via ChatGPT or Bard if unknown
• Investigate competitor main pages and ranking terms in SEMrush
• Add competitor keywords to your database to find gaps and opportunities

FFP: fit-for-purpose keyword intent

• Informational — queries seeking knowledge (e.g. "what is coffee catering")
• Transactional — queries with purchase intent (e.g. "events coffee caterer")
• Commercial — queries comparing options before buying (e.g. "hire a coffee catering company")
• SEMrush labels keyword intent automatically — filter by type to match your content goals