Why Generative SEO Is Not About Keywords
- Dorothy Burzec
- Apr 6
- 2 min read
Updated: Nov 8
The Myth of the Magic Keyword
Traditional SEO lives and dies by keywords.
But in the world of generative AI, keywords are not enough.
Here’s why:
When you ask ChatGPT or Claude a question, they don’t “match” your prompt to exact words.
They look for semantic meaning, context, and source reliability.
What AI Actually Looks For
Instead of keywords, AI systems prioritize:
Entities (people, brands, ideas)
Relationships (who said what, and why?)
Repetition (is this topic central to the site?)
Semantic structure (clear headers, lists, logic)
Topical authority (has the author built expertise in this field?)
In other words:
AI models don’t want you to mention a topic.
They want you to own it.
What You Should Publish Instead
To rank in AI-generated overviews, focus on:
Deep-dive explanations (go beyond the surface)
Author-backed opinions (don’t hide behind generic copy)
Case studies or processes (show, don’t tell)
Cross-linked articles (help the engine connect the dots)
And never publish content without a clear author bio and semantic formatting.
It’s Not SEO. It’s AI Training.
Think of every article as a prompt for future answers.
If you write clearly and repeatedly on a topic — the engine will remember.
Summary
In Generative SEO, you don’t need to chase keywords. You need to train the AI to quote you.
About the Author
Dorota Burzec is a systems strategist and researcher of new content visibility models in the digital space. She is the creator of AI-GP Protocol, a methodology for designing and positioning content for the AI Search layer and citations by LLM models (ChatGPT, Copilot, Perplexity, Gemini).
For over 15 years, she has worked in strategic consulting, investment funds, and scaling technology companies. She co-created projects for Forbes-listed entrepreneurs and international organizations, combining analytics, information architecture, and narrative-based marketing.
Today, she focuses on building visibility systems for brands and teams that want to exist in the new layer of the internet—the one where AI decides which content is read, cited, and recommended to users.
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