In this new era of generative AI technology, searchers have begun to swap keywords with prompts. Shorter and long-tail queries are being replaced by more conversational prompts, which tend to be longer and more in-depth. These days, searchers are expecting more complete answers than a paginated list of results.
Until we get an AI-specific equivalent of Google Search Console or Bing Webmaster Tools, we can’t really see for certain what or how our audience is behaving on AI search platforms as they look for our content, brands or products.
However, we can still look for proxies to emulate how this journey works. Here are multiple ways to use other data points as proxies to find prompts used by your audience. You can then use your AI Tracking Tool of choice to track how these prompts are performing.
People Also Ask
Hidden in plain sight, you can use a very popular SERP feature to move from keywords to prompts/questions. People Also Ask (PAA) was introduced in 2014 and suggests multiple related questions to your query. You can easily go from a keyword to a list of questions. When clicking on any PAA result, the list expands and gives you more terms.
Go query by query to find relevant PAAs, or you can use AlsoAsked to extract the exact questions at scale. PAAs are long questions that attempt to answer the next questions asked in the search journey, so they’re a step closer to prompts written in AI Search platforms.
Userbots
Userbots like ChatGPT-User and Perplexity‑User are powerful ways to see how your pages are being used in AI Search. It doesn’t give you the prompts they use, but it’ll help you assess which pages are being cited without trying to guess by tracking prompts that may or may not be relevant at all.
These bots ping the URLs on your website when they’re used to formulate an answer to a user. The process is called RAG (Retrieval-Augmented Generation).
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To paraphrase Mike King, one of the most trusted sources in SEO & AI, RAG is a mechanism by which a language model can be “grounded” in facts or learn from existing content to produce a more relevant output with a lower likelihood of hallucination.
Translation: Your page was used as an answer and, in some shape or form, your content helped a user. This may give you clues about what type of content is most used by your audience on these platforms, even if the answer hasn’t turned into a click.
Historically, log files have been difficult for SEOs to get, despite every website having them in its servers (yet another reason why SEOs should have access to them!).
You could use a combination of pages with userbot visits, search for their main keywords (as seen…
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