As search engines become increasingly powered by large language models (LLMs), the way people search and interact with content online is evolving dramatically. Where traditional SEO focused heavily on answering questions, the rise of AI-assisted search is shifting the emphasis toward action-oriented keywords - terms and phrases designed to prompt task completion rather than just deliver information. In this article, we’ll explore how to refocus your SEO strategy on action keywords to stay ahead of the curve and maximize your website’s visibility and conversions in the age of LLM-powered search.
The Shift from Questions to Commands in LLM Search
One of the key insights driving this shift is the fact that 75% of AI prompts are commands, not questions. Unlike conventional search queries, which often involve users seeking information (e.g., "What is collaboration software?"), AI-driven searches are increasingly centered on action-oriented tasks (e.g., "Create a project plan" or "Generate a content calendar"). This reflects a growing trend where searchers are looking for solutions or actions they can immediately take, rather than just learning more about a topic.
With LLMs equipped to handle multi-step tasks, multimodal content, and reasoning, optimizing for these action-based queries becomes critical. The challenge for marketers and businesses is clear: shift your content strategy to align with this new intent.
What Are Action Keywords, and Why Are They Crucial?
Action keywords are terms that signal a user’s intent to perform a specific action. These keywords go beyond mere exploration or general information-seeking - they often signal purchase intent or task completion. Examples of action keywords include:
- Make
- Track
- Create
- Generate
- Build
These words tap into what’s known as bottom-of-funnel intent, where users are closer to making a decision and are actively searching for a product or service to fulfill their needs. By targeting these keywords, businesses can create highly relevant content that attracts users who are ready to act - often leading to higher conversion rates.
How to Identify and Target Action Keywords
Optimizing for action keywords requires a methodical approach. Below are concrete steps to help you identify and leverage these keywords for your SEO strategy.
1. Map Customer Tasks to Keywords
Start by brainstorming all the possible tasks your customers might want to complete using your product or service. Think about the specific use cases that your offerings address. For example:
- If you offer collaboration software, potential tasks might include "organize team workflows", "track project progress", or "create intuitive dashboards."
Once you’ve identified these tasks, map them to action keywords by asking: What would someone type into a search engine to complete this task? Use verbs like "make", "generate", and "track" to pinpoint actionable intents.
2. Use Competitor Analysis for Inspiration
Tools like Ahrefs, SEMrush, or Moz can help you uncover the keywords your competitors are currently ranking for. Look for gaps where your site isn’t visible but your competitors are. Then, filter these keywords by relevance to your brand and their action-oriented nature.
Pro Tip: Focus on identifying keywords that competitors aren’t fully targeting or optimizing for. These "undertargeted" keywords often represent valuable opportunities to rank with less competition.
3. Leverage AI for Keyword Research
AI tools like Google Sheets’ =AI formula or more sophisticated agents can streamline keyword research. For example:
- Use AI to analyze competitor keyword lists and identify action-related keywords.
- Employ multi-layered AI prompts to filter for bottom-of-funnel keywords that are specifically relevant to your brand.
While AI outputs won’t be 100% accurate, they can significantly speed up the process of sifting through thousands of keywords to identify actionable opportunities.
Creating Content for Action Keywords
Once you’ve identified your target keywords, the next step is creating tailored content that directly addresses these action-oriented intents. Here’s how:
1. Make Pages That Solve Specific Problems
Users searching with action keywords are often frustrated by the lack of solutions tailored to their needs. By creating content that speaks directly to these use cases, you can meet their needs more effectively than generic pages. For example:
- Instead of "What is collaboration software?" create "How to Use Collaboration Software to Track Workflow Progress."
- Replace broad blog topics with guides like "Generate a Weekly Content Calendar in 5 Simple Steps."
2. Keep Content Compact and Precise
Unlike top-of-funnel content, which often requires lengthy explanations, bottom-of-funnel pages work best when they are concise and directly address the user’s intent. This approach not only aligns better with user behavior but also improves conversion rates, as visitors feel that the page is tailored specifically for them.
3. Highlight Use Cases
Clearly define how your product or service fulfills the specific task that the user is trying to accomplish. Include actionable details, visuals, or step-by-step instructions to make the process seamless.
Why Information-Only Keywords Are Losing Ground
Another critical takeaway for LLM search optimization is the declining value of traditional "informational" keywords. According to Ahrefs, informational content like "how to" or "what is" articles have seen a 34.5% decrease in clicks, as AI platforms increasingly provide direct answers without requiring users to visit a website.
By contrast, action keywords retain their value because they represent tasks that users want to actively complete - tasks that often require them to engage with a specific product or service. This makes action-based content not only more resilient to AI-driven changes but also more likely to result in conversions.
Key Takeaways
- Action Keywords Are the Future: With 75% of AI prompts being commands, optimizing for task-oriented keywords is essential to stay relevant in LLM-powered search environments.
- Bottom-of-Funnel Intent Converts Better: Focus on keywords like "make", "track", and "create", which signal readiness to act and often result in higher conversion rates.
- Map Use Cases to Keywords: Identify the specific tasks your audience aims to complete and create content that directly addresses these needs.
- Leverage AI for Efficiency: Use AI tools to analyze competitor keywords, filter for actionable intent, and speed up your research process.
- Move Beyond Informational Content: Top-of-funnel keywords are losing clicks due to AI-generated answers. Instead, focus on compact, action-driven pages that solve specific problems.
- Create Tailored Content: Design pages that feel personalized to searchers’ needs, as these will outperform generic content in both rankings and conversions.
Conclusion
As LLM search continues to evolve, the rules of SEO are changing. By focusing on action keywords and aligning your content with bottom-of-funnel user intent, you can unlock higher rankings, more conversions, and a stronger competitive edge. The shift from informational queries to task-oriented searches represents a massive opportunity for businesses to better meet their audience's needs while staying ahead of competitors who are stuck in outdated SEO strategies.
By integrating these insights into your strategy, you’ll be better equipped to navigate the transformative landscape of AI-powered search - and turn the challenges of LLMs into opportunities for growth.
Source: "LLM Search & SEO: Why Action Keywords Win in the AI Era" - Edward Sturm, YouTube, Sep 7, 2025 - https://www.youtube.com/watch?v=VQbe5u42gmI
Use: Embedded for reference. Brief quotes used for commentary/review.
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