GEO: From Keywords to Prompts, How Search is Evolving

Users are no longer typing fragmented queries like "CRM software small business" into search bars. They're prompting AI ChatBots like ChatGPT, Claude, Perplexity or Gemini with fully formed questions like: "What's the best CRM for a SaaS business with a sales team of 10 and limited budget?" That's a shift from keywords to prompts, and it changes everything.

At its core, AI search is contextual, conversational, and multi-turn. Instead of a static results page, users are engaging in dialogue. And that means the way your content is discovered (or not) is now based on how well your site answers full questions, not how well it matches keywords.

Compare the old vs the new:

• The average Google search is ~9.2 words* 
• The average ChatGPT prompt is ~23 words*

* (Source: Fresh Egg AI Search Workshop, Nov 2025)

Large Language Models (LLMs) like ChatGPT, Claude, and Gemini don’t “rank” content; they synthesise information and reference what they trust.

That means:

• Your content must clearly and completely answer the prompt
• Content must be structured in a way that helps LLMs cite it confidently
• Being cited by others (e.g. Reddit, forums, Wikipedia) can be more powerful than your own content

In short, it’s not enough to rank. You need to be quotable.

1. Identify High-Intent Prompts

Use tools like AlsoAsked, Answer the Public, or even ChatGPT itself to explore:

• "What should I consider when choosing [product]?"
• "Is [service] worth it for [persona]?"
• "Alternatives to [competitor] for [scenario]"

These real-world prompts reveal how users actually phrase their needs.

2. Restructure Your Content to Answer Fully

To be visible in LLM responses, content needs:

• Clear sections with headings that mirror the prompt
• Direct, factual answers near the top
• Bullet points, pros/cons, comparative insights
• Trust signals: sources, authors, dates, statistics

Make your content not just helpful for humans, but scannable and summarisable for machines.

3. Use Schema and Structured Data

Structured markup, such as FAQ or HowTo schema, helps AI understand intent. And for Google AIOs, this is often the difference between being cited and being skipped.

4. Think in Prompt Clusters, Not Just Keyword Clusters

Just like keyword mapping, prompt SEO requires thinking in prompt families across the funnel:

• Top of Funnel (TOFU): Broad, educational prompts like "What is digital experience optimisation?"
• Middle of Funnel (MOFU): Comparative or evaluative prompts like "Is Fresh Egg better than agency X?"
• Bottom of Funnel (BOFU): Action-driven prompts like "Book digital experience audit UK"

Mapping these prompt families helps plan long-form content that answers entire conversations rather than just queries.

Let’s say you’re a travel insurance brand.

Instead of trying to rank for:

• “Travel insurance Europe”

Optimise to be cited for:

• “What’s the best travel insurance for families with children under 10 visiting Europe in winter?”

Then include:

• Age-based cover breakdown
• Snow sport add-on clauses
• Claim case studies
• Reputable sources and external links

That’s prompt-level GEO, and it’s what LLMs look for.

We’ve embedded AI readiness and prompt optimisation into our Integrated Optimisation model, which fuses:

• SEO
• Content design
• CRO
• Analytics
• Personalisation

For clients across sectors like charity, finance, and education, we’ve already begun auditing how their brands appear (or don’t) in AI search and reshaping strategies to match. We don’t just help you rank. We help you be remembered and referenced by the machines influencing your users.

Prompt SEO isn’t a replacement for traditional SEO. It’s the evolution of it. And, as with any evolution, those who adapt early will be the ones to dominate. In a world where visibility starts inside the AI answer box, you can’t afford to sit back and wait.

We can help you identify and optimise for relevant prompts. Get in touch with the team.