Keywords are relevant words in the SEO context that are strategically placed in a web text to draw the attention of search engines such as Google and Bing to the content of the text. Keywords are an extension of the Title and description in digital marketing. They are proof to search engines that the title of a page is not fictitious, but that the content of the page actually corresponds to the title and description.
Today, artificial intelligence (AI) helps find precisely these keywords faster, more comprehensively, and more specifically. AI tools analyze vast amounts of data—e.g., search histories, competitor pages, semantic correlations, or user intent—and automatically suggest suitable keywords that are both relevant from an SEO perspective and meaningful in the context of the content.
Find keywords – with AI
Keywords—like the title and description—will continue to be analyzed using appropriate tools, but AI can significantly improve or even replace these tools. Instead of relying solely on tools like Google Trends or Search Console, modern AI systems analyze thematic correlations in large volumes of text and even suggest alternative wording, semantic variations, and frequently searched questions.
Suppose an animal welfare organization in Austria creates a webpage about bears in Austria. After analysis by an AI-supported tool, the title is "Bear in Austria - Habitat and Danger." The word "danger" was deliberately included because AI recognized that there are many search queries containing "bear danger" and "bear dangerous." The short description is also optimized with the help of AI: "All about bears in Austria. Habitat, lifestyle, and danger. Is the bear dangerous?" The AI tool then suggests a wide selection of relevant terms: bear, danger, dangerous, area, food, habitat, diet, habitat, number of bears, Austria, occurrence, weight, size, number of cubs, bear cubs, danger to humans, area. These are then deliberately integrated into the text.
AI not only considers relevance, but also readability: It evaluates whether a text sounds natural despite its many keywords. This helps to find a balance between the original text and a search engine-optimized text. If a text is over-optimized, the AI detects this (e.g., by simulating user behavior) and warns against an unnatural-sounding style that could deter readers—which, in turn, would negatively impact dwell time.
Keywords on three levels
As always in digital marketing—especially SEO—things get more complex. AI also helps identify and prioritize keywords on three levels:
- Website: At a higher level, the AI analyzes the entire website—in this example, the page of an animal welfare organization—and ensures that key terms such as "animal welfare," "animal welfare organization," and "Austria" are regularly, but not excessively, integrated across all pages. Here, too, the AI helps with the linguistically clean integration of these terms.
2. Specific page: The AI recognizes relevant search terms and user questions on the page about the bear and automatically optimizes them or makes recommendations about which keywords are particularly effective – for example through cluster analyses or semantic networks.
3rd category: The page about the bear belongs to the predators category. AI recognizes the website's taxonomy and recommends incorporating important terms from the category (e.g., "predator," "predators") on the specific bear page to strengthen internal SEO structures.
What are long-tail keywords?
Long-tail keywords – identify and incorporate with the help of AI
AI is particularly useful when searching for so-called long-tail keywords – longer phrases or specific questions that are frequently searched for. AI-supported systems analyze real search queries and suggest them. For example, they recognize common questions such as: "What does a bear like to eat?" or "Which animals live in the same area as a bear?" Ideally, these phrases are incorporated verbatim into the text to optimally match the search intent.
Instead of "The bear feeds on...", AI would then recommend using the phrase "The bear prefers to eat fish, berries, insects, and small mammals" – because that's exactly what people are searching for. Upon request, the AI even automatically generates appropriate FAQ blocks or structured data (e.g., in JSON-LD) to prepare the page for rich snippets.