By Dorota Burzec, AI GP Expert

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.