Use of AI search to change the value of generic keywords

In this article, we are going to discuss the meaning of generic keywords, why AI search is cannibalizing them, and what smart businesses should do to overcome AI search. In this piece, we will explore the concept of generic keywords, how they are being diluted by AI search, and the strategies smart businesses can implement to stay ahead of the curve. Whether you're a go big or small, and whether you're using an AI SEO service or running your own digital marketing strategy, grasping this change will help you maintain a competitive advantage.

What Are Generic Keywords?

Short, broad, search terms are known as generic keywords. Typically, just a word or two. Anyone here on this page could serve as an example, such as "shoes," "insurance," "digital marketing," or "coffee maker." These words seem to be the most often looked up on a monthly basis and bring millions of visitors to different websites.

Back in the day, one of the biggest rewards for SEO was ranking on generic keywords. If your site received one of those visitors for "insurance" you will be receiving thousands of visitors a day. Those top positions were the object of several million-dollar efforts by big companies.

But everything is different these days. And it is all thanks to AI.

What Is AI Search?

In other words, AI search is where these search engines are now employing artificial intelligence to really understand the question and provide a direct response. Most obviously, it's Google's AI Overviews. This feature will be at the very top of the Google search results. It does not provide you with a list of links, but a concise and accurate response immediately - written by AI.

Imagine you ask a very brilliant friend a question! They don't give you the name of a book; they just give you the answer in real-time. Google's AI Overviews does just that. It includes the ability to read lots of web pages simultaneously, extract the most relevant content and display a summary right on the search results screen.

This is good for consumers. And it is. Given that situation, website owners will face a serious challenge, particularly those seeking to drive traffic with generic keywords.

Why Generic Keywords Are Losing Their Power

Here is the core problem. Google's AI Overviews now display a comprehensive answer at the top of page 1 when trying to search the broad question of 'what is SEO'. The user does not have to click on any website. They read the answer and continue to move on.

This is referred to as the "zero click search. The visitor found everything he/she went looking for without ever coming to view on your page. It could be that your page shows up first, but you're still getting no traffic because the AI already provided the answer.

Research indicates that the number of zero-click searches has been increasing year-in and year-out. As AI Overviews become more commonplace, it is accelerating even more. These are the most likely keywords to get zero click results; they're generic keywords, simple, broad-based questions that do not specify anything.

This, that means if you rank, you rank for a generic keyword to ensure you can make traffic. Today it tends to provide little to nothing. The importance of those keywords has decreased substantially.

The Shift from Volume to Intent

To this day, keyword strategy primarily focused on quantity before AI search. The more searches that were produced, the more opportunity. The SEO teams would be hell bent on getting exposure for high volume generic keywords.

But the real question today is how many people look for what? The more important question is "What is the person's intention?"

This is referred to as search intent. There are four types of Lipits. "Lipits" fall into four categories.

Informational intent is the most difficult to achieve with AI search hits. If a user needs just to learn some basic information, then the AI will provide the answer to the user directly. There are, however, differences between commercial and transactional searches. There are tools that must be purchased before the AI can take the place of a person who is ready to hire a search engine marketing agency or who is ready to compare tools before deciding on a purchase. Of course, the user still has to visit, trust and interact with a brand.

That is, even if they get a lower volume of search hits than the more generic ones, the keywords that indicate that people want to purchase will carry more weight than they did in the past.

What This Means for Your Keyword Strategy

Now that you know what, the next step is considering how you'll use it in your keyword strategy.

If you still have your entire SEO plan pegged on high volume generic search terms, you need to rethink your strategy. This is what the world's brightest marketers and AI SEO service providers are paying attention to, instead.

Focus on Long-Tail Keywords

Long-Tail keywords are longer, more specific. You might try to rank for the phrases "how do I do SEO for a local bakery" or "best artificial intelligence SEO service for ecommerce stores instead of "SEO". These keywords include less traffic but are those of people with a clear search intent. Another truism is that they're less likely to be answered in full by AI Overviews, leaving your page with a valuable click.

Target Transactional and Commercial Keywords

These are keywords that indicate someone is nearing decision time. Google responds to keywords such as "hire a search engine marketing agency", "AI SEO service pricing", and "best tools for local SEO", among many others, by showing the relevant information. The list of commands to Google containing the phrases "hire a search engine marketing agency", "AI SEO service pricing" and "best tools for local SEO", and so on, are all indicative of a purchase intent. These would be less likely to receive a comprehensive answer from AI search as they need business context, reviews and personal judgment.

Build Brand Keywords

If you're being found by the name of your business, or a branded term, you want THEM, not some random competitor. AI search doesn't take the place of your brand. One of the more secure longer-term options in an AI-driven search landscape is to build awareness for your brand so people are actively searching for you.

Create Deep, Expert Content

Simple AI answers come if the words entered are generic. But expert or niche content has a lot more to it than a paragraph summarised by AI. AI is less likely to be able to accurately replicate in-depth guides, original research, case studies, and first-hand experiences. This type of content also gains both real readers' and search engines' confidence.

The Bigger Picture

AI search is not about to obviate the need for SEO. In other words: SEO is getting old. What used to be a classic game, how many pages to roam with the same old name is coming to an end. But the new game is one about relevance, intent, depth and trust.

Businesses that tune in to AI search will truly feel rewarding. While they sit, their competitors (those still targeting for generic terms) will get the traffic. Winners will be the brands that deeply know their audience, produce content that solves genuine issues, and be present where it is needed in the customer journey.

Whatever your approach is, whether you do your own SEO or utilize a search engine marketing agency, the message here is to leave "traffic hunting" behind and begin "trafficking for value."

Frequently Asked Questions

Some keywords may appear more commonly but are straightforward, broad queries (e.g., shoes, insurance) that don't have enough specificity in the user's query and are typically more difficult to convert, particularly as they become more susceptible to the algorithms of AI-generated ZERO-CLICK content.

Google's AI Overviews provide many answers to popular search queries right within the results page, eliminating the need for users to click on a website link, thereby decreasing the amount of organic traffic, particularly to pages with informational or generic keywords.

Not totally but make sure to pair them up with long-term, commercial and transactional keyword pairs. If you're not sure what combination works best for your business, it's easy to find the right one with a smart AI SEO service, depending on your industry, audience and business goals.

Buying keywords account for great results, as AI cannot replicate the entire process of purchasing, which requires users to visit genuine sections prior to hiring a search engine marketing agency or buying something.

Keep your content concise, precise, and well-organized, answering specific questions with clear relevance, topical expertise, and a good amount of backlinks, essentials that will help put your insights in the spotlight within the AI-generated search answers.

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