The SEO Shakeup: Will Google Gemini Change the Way We Do Keyword Research?

SEOs, forget about your old keyword optimization tactics. Google Gemini is here, and it's changing the game. 

This AI model promises to reshape search, but don't panic – SEO isn't going extinct. 

You need to adapt, otherwise you’ll be left behind. This guide will equip you with the knowledge to thrive in the upcoming era of Gemini-powered search. Learn the challenges, discover winning strategies, and outrank competitors. 

Ready to future-proof your SEO? Dive in.

Understanding Google Gemini

So, what is Gemini, and what makes it so special? 

Picture a groundbreaking AI brain, constantly learning and evolving. Unlike search engines fixated on keywords, this AI processes information in all its forms: images, videos, music, even code. This is the power of Gemini, an AI model that may soon become part of Google search and beyond. It grasps complex ideas and answers even the trickiest questions.

In fact, Gemini is Google’s largest and most capable AI model. Now imagine – it’s even more capable than the famous ChatGPT-4. Sounds impressive. 

Google has announced plans to integrate Gemini across various products, including search and Ads, in the near future:

We’re already experimenting with it in the Search Generative Experience, and as we are experimenting with it, it’s driving improvements across the board. We think about Gemini as foundational — it will work across all our products. Search is no different.

Sundar Pichai, CEO of Google and Alphabet

Though Gemini will be used in many Google products, the biggest concern of SEOs is its use in Search Generative Experience (SGE). This is because SEOs are afraid SGE may steal most of their organic clicks, even if the site ranks #1. 

Besides, Gemini already powers Google Bard. A couple of days ago they even changed its name to Gemini to avoid any confusion. You can actually experience Gemini AI's capabilities firsthand by asking the Gemini chatbot to, for example, find flights for you.

How Google Gemini will transform search and SEO

Well, get ready for a shake-up in search. When the time comes, Google Gemini will probably shift SEO from being keyword-centric to focusing on user intent and entities. Here's a glimpse into what awaits:

Entities will take center stage

Search results will revolve around connections and relationships between entities, not just isolated keywords. Imagine your website as a hub of interconnected knowledge, not just a bunch of keywords.

Impact on search and SEO: You’ll need to optimize your content and website structure to reflect these connections. To succeed, you’ll have to build topical authority around chosen entities by creating comprehensive content that covers related entities and subtopics.

Keyword research implications: The research mindset will shift from solely targeting individual keywords to identifying and understanding the relationships between relevant entities. For instance, "hiking shoes" connect to entities like "mountain trails," "backpacking gear," or "outdoor brands." If you dig deeper, you’ll discover "eco-friendly hiking brands" or "waterproof hiking shoes for women under $100." Covering related topics will help you reach your target audience more effectively.

Moving from keywords to user intent

Gemini will prioritize understanding the "why" behind user searches. Instead of simply matching keywords to webpages, it will aim to deliver comprehensive answers that address the user's core requests.

Impact on search and SEO: Search results will be more relevant. The focus will shift from high-volume keywords to crafting content that will answer users' questions directly, using language that reflects their search intent. Think "why" and "how," not just "what."

Keyword research implications: You will need to identify as many long-tail keywords related to chosen entities as possible (e.g., topics and real-world objects like "hiking shoes"). More than that, you’ll need to understand the context in which users might search for them. Going beyond keyword search volume, priority will be given to keywords that reveal user intent. For example, "best hiking shoes for backpacking" or "how to choose hiking shoes for beginners."

Search will become more personalized

Get ready for search results tailored to each user. Gemini will consider one's search history and preferences, so your SEO strategy will need to adapt.

Impact on search and SEO: To succeed online, businesses should create and share content that meets their target audience's specific needs. It is crucial to ensure that the content remains up-to-date, relevant, and engaging over time, as this greatly influences the visibility and ranking of a website in SERPs.

Keyword research implications: While traditional keyword research will still hold value, priority should be given to long-tail keywords that reflect specific user needs and locations. It's important to think about why people might search for certain words and make sure your content fits that purpose. This will help ensure that your content is relevant and useful to those who are looking for it..

How to adapt your keyword strategy to Google Gemini

Based on the data provided by Google, I see it like this: combining entity-based SEO and keyword research is the way out. By doing so, you may leverage the strengths of both methods. Here are some key steps to get you started:

1. Start with understanding your entities

First thing, you need to identify the main entities relevant to your niche. These could be your brand, products, services, geographical locations, etc.

Once done, you’ll need to research and define each entity. Gather information about each entity, including its properties, related entities, and user search intent. This can be done through Google Search, Wikipedia, related websites, and specialized databases. 

For instance, imagine you're an SEO at an adventure travel agency specializing in unique hiking and trekking experiences. You need to identify key entities that go beyond just "hiking" or "trekking." 

You delve deeper into your research, pinpointing specific locations such as Nepal and Patagonia. You also identify popular routes like the Annapurna Circuit and Torres del Paine. Additionally, you explore related entities such as difficulty levels, including moderate and challenging trails. 

You consider seasonal stuff, such as the monsoon in Nepal. Finally, you analyze specific activities like cultural immersion and wildlife encounters. 

By researching these entities through Google, travel blogs, and official tourism websites, you can gain a comprehensive understanding of user intent and search behavior. Additionally, you can explore relevant subtopics to enrich your content strategy.

2. Run keyword research with an entity-based twist

Instead of just focusing on individual keywords, incorporate keywords related to your identified entities. This could include variations of entity names, related concepts, and associated questions.

For this matter, use Rank Tracker’s keyword research tool. It offers more than 20 research methods (find them in the Keyword Research module). I suggest you pay special attention to Related Searches, Related Questions (People Also Ask in particular), and TF-IDF analysis. By using these research methods, you can collect keywords most relevant to your entities.

Download Rank Tracker

If you aren’t a pro at keyword research yet, make sure you read our guide How to Do Keyword Research — SEO Cheat Sheet for 2024.

You can also use keyword tools with entity understanding. For example, 

With these tools, you can explore and expand your entity list and incorporate entity data faster.

3. Ask Gemini to help you with keyword research

Why not? Let’s ask the Gemini chatbot to enrich your list of keywords. Prompting will be similar to ChatGPT’s. 

For example, your prompt can be as follows:

Here is the result:

I asked Gemini how it came up with these ideas and it answered:

“I generated 30 long-tail keyword ideas for your Nepal hiking blog posts by considering user intent, search relevance, and current trends. I used brainstorming, simulated keyword research, and user persona development to create a diverse list targeting specific information needs while optimizing for search engines.”

So, let’s say you may trust these ideas to be really usable. 

4. Integrate knowledge into your content strategy

Once you collect all your entity-related keywords, start mindfully incorporating them into your content plan. 

Create entity-centric content clusters

Organize your content around entity-centric clusters. This involves creating a central piece of content that serves as a hub for an entity and then developing supporting content around related subtopics.

Again, you can ask Gemini to help you with content clustering:

Create content around entities 

Develop content that comprehensively covers your chosen entities, providing value and insights. This could be blog posts, guides, product descriptions, FAQs, etc.

To learn about how to create perfectly optimized content, read our post about how to write content for SEO. 

Tip: Optimize your content for the right keywords in Content Editor. Using it, you can maximize your existing pages' potential or create new content based on the live SEO recommendations as you type.

Download WebSite Auditor

Connect entities within your content

Use internal linking to connect related entities on your website. This helps search engines understand the relationships between your content and entities.

Use Schema markup

Implement structured data markup (Schema.org) to explicitly define entities and their relationships within your content. This provides even clearer signals to search engines.

Continuing with our example, you don't just create isolated blog posts. You build entity-centric content clusters. For example, you craft a comprehensive guide on "Hiking in Nepal" as the central piece, serving as a hub for all Nepal-related hiking info. Then you may focus on individual blog posts focusing on specific trails (e.g., Annapurna Base Camp), their difficulty levels (e.g., Best Easy Hikes in Nepal), and packing lists (e.g., the one tailored to the monsoon season). You connect these pieces via internal linking and schema markup, ensuring search engines grasp the relationships between entities and our expertise.

The challenges Gemini may bring along

Whenever we encounter something new, it can be tough to get used to it. When Google Gemini becomes a part of our search experience, it might bring some challenges that we need to overcome. Here they are: 

Increased competition 

Google Gemini is very good at understanding user intent and context. It may lead to a more refined and personalized search experience for all of us. While this is beneficial for users, it also means that you may face increased competition for visibility in search results.

Thus, you'll need to work harder to stand out and grab those top spots on the SERP.

Moreover, take into account that Gemini-powered SGE will take most of the screen space and organic results will be harder to find. This makes the competition even tougher because there's less room for websites to show up. And only the best ones will be able to get into the SGE snippet itself.

Continuous learning and adaptation

This may seem obvious, but I need to point it out anyway – Google Gemini's evolution and the ever-changing search require ongoing learning and adaptation. 

The matter is, Google's algorithms are constantly evolving (we are used to it), and Gemini will likely introduce new ranking factors and changes as well. You have to stay tuned for algorithm updates, analyze their impact on search results, and adjust your strategies accordingly.

Moreover, the dynamic nature of user behavior adds another layer of complexity. User behavior and preferences are constantly changing, influenced by technologies, social trends, and economy. You’ll need to monitor those changes in user behavior. So, keep an eye on shifts in search queries or browsing habits and adjust your strategies timely.

Conclusion

So, buckle up, SEOs. Google Gemini may change the game for good. It will fundamentally shift keyword research from a pure volume and competition-driven approach to a focus on understanding user intent and context. Here's the gist:

The future is about creating valuable content that answers users' questions comprehensively, not just packing your website with relevant keywords. However, this is just one opinion.

What's your game plan for Google Gemini? Let’s discuss it in our private SEO community.