Choosing Keywords

Keywords are the foundation of your GSEO analysis. They determine what questions EYE asks AI platforms about your brand and category. Choosing the right keywords is critical for getting actionable insights.

How Keywords Work

EYE takes your keywords and uses them to generate hundreds of prompts that simulate how real users query AI platforms. For example, the keyword "sensitive toothpaste" might generate prompts like:

• "What's the best toothpaste for sensitive teeth?"
• "Compare sensitive toothpaste brands"
• "Which toothpaste do dentists recommend for sensitivity?"
• "Affordable sensitive toothpaste options"
• "Is Sensodyne better than Colgate for sensitive teeth?"

The more relevant your keywords, the more accurate your GSEO Score and competitive analysis will be.

Keyword Strategy

Category Keywords

Broad terms that describe your product category. These capture how AI platforms perceive the overall market.

Examples: "sensitive toothpaste", "running shoes", "project management software"

Feature Keywords

Specific features or benefits that differentiate your product. These reveal whether AI platforms associate your brand with key selling points.

Examples: "fluoride-free toothpaste", "carbon-plated running shoes", "AI-powered task management"

Use Case Keywords

How customers describe their needs. These simulate real purchase-intent queries.

Examples: "toothpaste for cold sensitivity", "shoes for marathon training", "tool for remote team collaboration"

Comparison Keywords

Terms that trigger head-to-head comparisons between brands.

Examples: "Sensodyne vs Colgate", "Nike vs Adidas running", "Notion vs Asana"

Problem Keywords

Terms describing problems your product solves. These capture high-intent queries.

Examples: "tooth sensitivity relief", "shin splints prevention shoes", "team productivity bottlenecks"

Best Practices

• Think like your customer — Use the language your customers use, not your internal jargon
• Mix broad and specific — Include both category-level and feature-level keywords
• Include competitor names — Keywords like "Sensodyne vs Colgate" trigger comparison queries that reveal competitive positioning
• Cover the journey — Include awareness keywords ("what is..."), consideration keywords ("best..."), and decision keywords ("buy...", "price...")
• Use natural language — AI users tend to ask full questions, not type short keywords like in Google
• Localize — If you're analyzing a non-English market, use keywords in the target language

Keywords to Avoid

• Too generic — "toothpaste" alone is too broad; "sensitive toothpaste" is better
• Too niche — "Sensodyne Pronamel Gentle Whitening 4oz" is too specific for AI queries
• Internal terms — Avoid product codes, SKUs, or internal naming conventions
• Irrelevant categories — Stay focused on your actual product category