Ai can help classify queries, reveal intent and highlight where existing pages need clearer titles or better sections.
Most keyword research is about new opportunities. But let’s not forget the clues from the reports on where Google can report on our existing pages, in Google Search Console. An Ai tool like ChatGPT can make the process of analysing these much quicker.
The simplest exercise is to export the Performance report from Search Console. Choose Search results, set a sensible date range, then export queries and pages with impressions, clicks, click-through rate and average position. Three months is often a good starting point, although a longer period may be better for low-volume B2B sites.
Then give the data to the Ai tool and ask specific questions, such as:
“Group these search queries by likely intent. Use the categories of ‘informational’, ‘comparison’, ‘supplier research’, ‘price/cost’, ‘problem-led’, ‘brand’, and ‘irrelevant’. Analyse the data in each group.”
That gives us a better view of what people are really trying to do. Not just the words they type, but the job behind the search.
Pulling out commercial queries
Another useful exercise is to find commercial queries hiding inside informational traffic. Ask something like:
“Identify queries that suggest someone may be evaluating a supplier, comparing options, checking suitability, or moving towards a buying decision. Ignore purely informational searches unless they could naturally lead to a commercial next step.”
This is where the value often appears. A page may look like it is attracting broad educational traffic. But inside that traffic there may be phrases containing words like “cost”, “alternative”, “best”, etc. Those are clues.
Title and description
Ai can also help find title and description improvement opportunities. Ask it to identify high-impression queries where the page has a reasonable average position but poor click-through rate. Then ask it to compare the query language with the page title. We are looking for mismatches. Sometimes the page is ranking for a useful phrase, but the title does not make the relevance obvious enough.
Page-level opportunities
Another efficient exercise is page-level keyword research. Export queries for one important page, then ask:
“Based only on these queries, what sections or subtopics does this page appear to be eligible to answer, but may not answer clearly enough?”
That wording is important. We are not asking for generic SEO advice. We are asking the Ai tool to infer opportunities from real search data. It might recommend adding a more explicit answer to a recurring question.