How to Do Prompt Research for AI SEO

How to Do Prompt Research for AI SEO

: Sergei Rogulin 11 min read Feb 03, 2026 Contributor: Cecilia Meis Table of contents

Prompt research is the process of identifying and tracking the questions that cause AI systems to compare options and recommend specific brands.

The prompt research process serves the same foundational role for AI visibility that keyword research serves for SEO and PPC but the unit of measurement is different. Instead of pages and queries, prompt research focuses on how AI systems form and present recommendations.

In AI SEO, visibility only matters when AI is evaluating choices. That’s when it weighs alternatives, applies constraints, and points someone toward a solution. If your brand isn’t present in those moments, it won’t factor into the decision.

Most prompts never reach that stage. They generate explanations, summaries, or general guidance. Prompt research filters those out and focuses on middle- and bottom of the funnel (BOFU) prompts: comparisons, evaluations, and "best" queries where AI weighs alternatives and recommends solutions.

To show how prompt research works in practice, I’ll walk through the exact process I use to track Semrush’s own LLM visibility growth .

My prompt research process follows four steps:

• Identify target audiences and buyer personas
• Describe solutions and how they help those audiences
• Use keyword research as supportive language input
• Use an LLM to generate BOFU prompts for tracking

Share Sergei Rogulin Sergei Rogulin is Semrush‘s Head of Organic & AI Visibility, with deep expertise in technical SEO, data analytics, and content strategy. He builds AI-powered frameworks that drive scalable growth and help businesses maximize organic reach. Share How do you generate prompts for tracking LLM performance? Frequently Asked Questions 1 min read How to Track LLM Prompts in 3 Steps AI 6 min read Traditional SEO vs AI SEO: What You Actually Need to Know Content 9 min read

Source: Semrush.com