Future of SEOUpdated January 2026
How AI Overviews Change Keyword Research Forever
AI Overviews are reshaping search results. Instead of ranking ten blue links, search engines now summarise topics and cite sources.
This changes how keyword research must be done.
From Keywords to Intents
AI systems care less about:
Exact phrasing
Keyword repetition
They care more about:
Intent clarity
Topic coverage
Semantic relevance
Why Keyword Lists Are No Longer Enough
Static keyword lists:
- Don't show intent relationships
- Encourage duplicate content
- Fail to signal authority
Keyword clustering provides structure and clarity.
Clusters as Citation Units
AI Overviews often cite:
- Pages that comprehensively cover a topic
- Clear answers mapped to intent
Clusters help define those citation-worthy pages.
GEO (Generative Engine Optimisation)
GEO focuses on:
Entity clarity
Structured answers
Intent alignment
Keyword clustering is foundational to GEO strategies.
Learn more: SEO Cluster AI
What SEO Teams Must Change
Modern SEO teams must:
- Stop thinking keyword-first
- Start thinking intent-first
- Use clustering to guide content creation
What to Do Instead: Action Steps
- 1.Cluster keywords by intent — group queries that satisfy the same user goal into one page
- 2.Build topic hubs — create pillar pages with supporting content that signals comprehensive expertise
- 3.Structure content for extraction — use clear headings, bullet points, and direct answers that AI can cite
- 4.Add schema markup — FAQPage, Article, and HowTo schemas help search engines understand your content
- 5.Focus on entity clarity — clearly define what your page is about in the first paragraph