Next-Gen SEO Keyword Research: The Do's and Don'ts in the Age of ChatGPT, Perplexity, and Gemini

As an SEO specialist, Gen AI expert, Lean Six Sigma practitioner, and business consultant, I have witnessed a significant decline in organic traffic and leads across my clients' websites—from SMBs to Fortune 500 companies. In my article, I have shared strategies (Do's and Don'ts) to help businesses—from SMBs to Fortune 500—flourish in the AI-dominated environment. I have detailed how to make the most of ChatGPT, Gemini, and Perplexity AI, while also preparing for SearchGPT’s impact. Let’s ensure your business not only survives but thrives in the evolving world of search!

Search is changing—big time. Gone are the days when traditional search engines like Google held an uncontested monopoly over how users find information. The rise of AI platforms such as ChatGPT, Perplexity AI, and Google's Gemini are reshaping the digital landscape. These Large Language Models (LLMs) and AI-driven platforms are not just tools; they are becoming destinations themselves.

ChatGPT alone boasts over 3.1 billion monthly visits, capturing 54.96% of the AI tools market. Meanwhile, Perplexity AI is gaining traction with about 16.9 million monthly visits and a 5.3% market share among AI tools. But there is more, OpenAI's SearchGPT, an upcoming AI-powered search engine that combines the strengths of traditional search engines with advanced conversational abilities. SearchGPT is designed to directly answer queries rather than returning a list of links, making it a disruptive force in the search landscape. While it hasn't launched yet, its potential to rival Google’s dominance is significant, given OpenAI’s growing influence in AI-powered tools like ChatGPT.

That said, Google still holds 91.62% of the search engine market share as of February 2024, and Gemini, Google's own Large Language Model (LLM), is seamlessly integrated into this ecosystem. As the leader in traditional search, Gemini has access to Google’s massive search infrastructure and is well-positioned to leverage its existing dominance, further influencing how users interact with search results through AI.

Websites are experiencing a decline in organic traffic due to features once called Search Generative Experience (SGE) with zero-click searches, now called AI Overview.

• Zero-click searches are on the rise, meaning users find answers right on the search results page through AI Overview. For example, educational queries have seen clicks drop from around 26% down to 13%, and e-commerce queries have plummeted from 26% to just 9%.
• Research suggests that traditional search engine volume could decrease by approximately 25% by 2026 as users increasingly turn to AI chatbots and virtual agents.

It's time to adapt or die. Let's dive into the Do's and Don'ts of Next-Gen SEO to stay ahead of the curve.

The Do's

1. Know Your Audience, Really Know Them

Understanding your audience is the cornerstone of effective Next-Gen SEO. Get into their heads: What are their pain points -- not your products and services? What words do they use when searching for solutions? Remember, 72% of marketers say understanding their audience is their most effective SEO tactic.

Example: A fitness coach targeting new moms might find that users are searching for "postpartum workouts at home" rather than just "fitness tips."        

Next-Gen SEO Tip: Use ChatGPT to simulate conversations with your target audience. For instance, ask: "What questions might new moms ask about getting back into fitness?" This can help you tailor your keywords more effectively for platforms like Perplexity AI and Gemini, which are becoming central to how users find information.

2. Relevance Over Volume, Every Time

Quality traffic beats sheer numbers. Target keywords that truly match your content and brand identity. 61% of marketers prioritize improving SEO and organic growth.

Example: Instead of targeting a high-volume keyword like "travel," focus on a more relevant long-tail keyword like "eco-friendly travel destinations in Europe."        

Next-Gen SEO Tip: Utilize Perplexity AI to analyze contextually relevant keywords that align with your content, ensuring you attract visitors more likely to convert on AI-driven platforms.

3. Embrace Long-Tail Keywords

Longer, more specific phrases have less competition and higher conversion rates. They make up a whopping 70% of all web searches!

Example: Use phrases like "best organic skincare products for sensitive skin" instead of just "skincare products."        

Next-Gen SEO Tip: With voice search on the rise—set to hit 50% of all queries—use AI tools like Gemini and ChatGPT to discover natural, conversational long-tail keywords that people use when speaking rather than typing.

4. Think Beyond Search Volume

Keep an eye on keyword trends, seasonality, and new topics. Over 15% of searches each day are brand new!

Example: If you're in the tech industry, capitalize on emerging trends like "AI integration in small businesses" or "how to use ChatGPT for customer service."        

Next-Gen SEO Tip: Leverage Gemini—Google's upcoming AI platform—to predict emerging search trends and incorporate them into your strategy before your competitors do. Use Gemini's predictive analytics to find queries like "impact of AI on 2025 marketing strategies."

5. Spy on Your Competitors (in a Good Way)

Almost 49% of marketers use competitor analysis. See what keywords they're targeting and find gaps in their strategy.

Example: If a competitor ranks high for "vegan meal delivery," consider creating content around "affordable vegan meal delivery options" to fill a niche they might have missed.        

Next-Gen SEO Tip: Use Perplexity AI to dissect your competitors' content and uncover keywords they're ranking for that you might have missed, especially on AI-powered platforms.

6. Mix and Match Your Keyword Research Tools

Use a combo of free tools (Google Keyword Planner, AnswerThePublic) and paid ones (SEMrush, Ahrefs). Don't forget about Bing and other search engines for additional perspectives.

Example: Use AnswerThePublic to find out what questions people are asking about "electric cars," then use ChatGPT to expand on those questions for more ideas.        

Next-Gen SEO Tip: Incorporate AI tools like ChatGPT and Gemini to expand your keyword list with AI-generated suggestions tailored for AI-driven search platforms.

7. User Intent is King

Figure out if the searcher wants information, wants to buy something, or is just navigating. Align your keywords accordingly.

Example: Someone searching "how to bake gluten-free bread at home" is looking for a recipe, not a product to buy.        

Next-Gen SEO Tip: Ask ChatGPT to help categorize keywords based on user intent—informational, transactional, or navigational. For example: "Categorize these keywords: 'buy running shoes online,' 'running shoe reviews,' 'best trails for running.'" This will help tailor your content for platforms like Gemini and Perplexity AI.

8. Build a Rock-Solid Keyword Strategy

Set clear goals and choose keywords that support your overall business objectives. A well-defined strategy keeps your efforts focused and on track.

Example: If your goal is to increase newsletter sign-ups, focus on keywords like "exclusive health tips newsletter" or "weekly wellness email subscription."        

Next-Gen SEO Tip: Use Gemini's predictive analytics to align your keyword strategy with future market trends and user behaviors on AI platforms.

9. Monitor and Adapt, Constantly

SEO is always changing. Regularly check your keyword performance and stay on top of algorithm updates.

Example: If your content on "remote team management tools" isn't driving traffic anymore, pivot to emerging terms like "hybrid work collaboration platforms."        

Next-Gen SEO Tip: Set up alerts with AI tools for any shifts in keyword performance or search trends relevant to your industry.

10. Embrace AI-Powered Tools

AI offers deeper insights, personalized keyword recommendations, competitor analysis, and trend predictions.

Example: Use ChatGPT to generate blog post ideas based on trending topics in your industry, like "How AI is Revolutionizing Healthcare in 2025."        

Next-Gen SEO Tip: Employ ChatGPT and Gemini to optimize existing content for better SEO performance on AI-driven search engines.

11. Tap into GenAI/AI Keywords

Platforms like ChatGPT and Gemini are treasure troves of information. Ask them for top-searched queries, trending long-tail keywords, and conversational questions to understand real user intent.

Example: Use ChatGPT to find out what people are asking about "sustainable fashion trends." Questions might include "How can I start a sustainable wardrobe?" or "What are the top eco-friendly clothing brands in 2024?"        

Next-Gen SEO Tip: Use Gemini's integration with Google's massive search data to uncover high-potential keywords before they become competitive.

12. Optimize for AI-Powered Search Platforms

With the rise of AI-driven search platforms, it's essential to understand how to rank within them.

Example: Create comprehensive, authoritative content that AI models will reference when generating answers to user queries, like an in-depth guide on "The Future of Electric Vehicles in Urban Areas."        

Next-Gen SEO Tip: Ensure your content is well-structured and authoritative so that AI models like ChatGPT, Perplexity AI, and Gemini are more likely to reference it when generating responses.

The Don'ts

1. Ignoring User Intent is a No-No

High traffic doesn't matter if your content doesn't meet the searcher's needs. Prioritize user experience.

Example: Don't create a sales page for users searching "how to repair a leaky faucet" when they are looking for DIY instructions.        

Next-Gen SEO Warning: AI platforms penalize content that doesn't satisfy user queries. Don't neglect the purpose behind the search, especially on intuitive platforms like Gemini.

2. Don't Be Scared of Competitive Keywords

A long-term strategy targeting tough keywords can pay off big time in terms of growth and authority.

Example: While "best smartphones 2024" is competitive, creating high-quality, unique content can help you rank over time.        

Next-Gen SEO Warning: Use Perplexity AI to find unique angles on competitive keywords that others haven't explored, giving you an edge on AI-driven search engines.

3. Keyword Tools Aren't Infallible

They're helpful, but always cross-check the data and use your own judgment.

Example: If a keyword tool suggests a term that doesn't fit your audience, like "cheap luxury watches," reconsider its relevance.        

Next-Gen SEO Warning: AI tools can provide outdated or irrelevant data if not used carefully. Always validate with multiple sources, including human insights.

4. Don't Neglect Long-Tail Keywords

These niche terms often drive high-converting traffic. Don't miss out!

Example: Ignoring phrases like "how to train for a half marathon in 12 weeks" means missing out on users ready to engage deeply.        

Next-Gen SEO Warning: Ignoring long-tail keywords means missing out on 70% of search traffic. Use Gemini and ChatGPT to find these valuable terms that are especially effective on AI platforms.

5. Your Brand Identity Matters

Incorporate branded terms and keywords that reflect your unique selling points.

Example: Use your brand name in keywords like "XYZ's advanced data analytics software" to build brand recognition.        

Next-Gen SEO Warning: AI algorithms favor authoritative and consistent branding. Don't dilute your brand voice across different AI platforms.

6. Track Your Keyword Performance

SEO isn't a one-and-done deal. Regular monitoring and adjustments are essential.

Example: If "virtual reality in education" is no longer performing, shift focus to "augmented reality classroom tools."        

Next-Gen SEO Warning: Failing to adapt can lead to lost rankings. Use Gemini and Perplexity AI for real-time analytics on AI-driven search performance.

7. High-Volume Keywords Aren't Everything

Relevance is what drives conversions. Target the right audience, not just the biggest one.

Example: A local bakery should focus on "gluten-free bakery in Brooklyn" rather than just "bakery."        

Next-Gen SEO Warning: High volume without relevance increases bounce rates. AI platforms like Perplexity AI and Gemini notice this and may rank you lower.

8. Don't Ignore Your Competitors

Learn from their strategies, but forge your own path.

Example: If competitors are using infographics successfully, consider incorporating visual elements but with your unique style and information.        

Next-Gen SEO Warning: Overlooking competitors means missing out on valuable insights. Use ChatGPT to analyze competitor strategies and adapt them for AI search engines.

9. Seasonal Trends Matter

Keyword trends change throughout the year. Factor in seasonality to capture timely traffic.

Example: Capitalize on "back-to-school tech deals" during late summer if you're in retail.        

Next-Gen SEO Warning: Ignoring seasonality can result in missed opportunities. Gemini can help predict seasonal shifts, crucial for staying relevant on AI-driven platforms.

10. Keyword Stuffing is a Big No-No

Overusing keywords hurts readability and your rankings. Create natural, user-friendly content.

Example: Avoid sentences like "Our running shoes are the best running shoes among all running shoes."        

Next-Gen SEO Warning: AI algorithms are sophisticated enough to penalize keyword stuffing. Focus on quality over quantity to rank higher on AI-driven platforms.

11. Don't Rely Solely on AI

AI tools are amazing, but they should complement your own creativity and strategic thinking.

Example: While AI can generate content ideas, human insights ensure the content resonates emotionally with your audience.        

Next-Gen SEO Warning: Over-reliance on AI can make your content feel robotic. Always add a human touch to engage users effectively on platforms like Gemini and Perplexity AI.

12. Neglecting AI Optimization

Don't assume traditional SEO practices are sufficient for AI-driven search engines.

Example: Failing to format content in a way that AI models can easily parse (like clear headings and concise answers) can hurt your visibility.        

Next-Gen SEO Warning: Failing to optimize for AI platforms like Gemini means missing out on a growing segment of search traffic that's increasingly important, especially given Google's 91.62% market share in the search engine market as of February 2024.

The Bottom Line: Future-Proof Your Keyword Strategy

In 2024, keyword research is about understanding user behavior, adapting to trends, and using AI to your advantage. AI platforms are not just influencing search—they are redefining it. With platforms like ChatGPT, Perplexity AI, and the upcoming SearchGPT, search is evolving rapidly.

As AI features like AI Overview become more common, traditional search engines are losing traffic, with some websites seeing their organic traffic drop by 25% to 50%.

Stay ahead, stay adaptable, and unlock your business's full potential in the age of AI-driven SEO.