SGE-Aware Keyword Research: Intent Buckets & Clusters for Generative Search Optimization

Search is evolving faster than ever. As Google’s Search Generative Experience (SGE) reshapes how users find and interact with information, SEO professionals must rethink how they approach keyword research. The shift toward AI-driven summaries and conversational search means optimizing for user intent and topic depth, not just individual keywords. To stay visible, brands need SGE-aware keyword research—a system built around intent buckets and keyword clusters that align with how generative AI interprets and ranks content.

“To succeed in AI-driven search, your content must reflect how people think, not just the words they type.” — Mr. Phalla Plang, Digital Marketing Specialist

Why SGE Changes Keyword Research Forever

Google’s Search Generative Experience (SGE) introduces AI-generated answers directly into search results. Instead of ten blue links, users often see summaries compiled by generative models that synthesize information from multiple websites (Google, 2024).
This evolution means:

• Zero-click searches are rising—users may find what they need without clicking any link (Eintelligence, 2024).
• Semantic relevance outweighs exact-match keywords. Google prioritizes comprehensive, contextual content that fully satisfies intent (Upgrow, 2024).
• Topical authority and depth determine which brands get cited in AI summaries (SEO Melbourne, 2024).
  In short, keyword lists are no longer enough. SGE-aware SEO demands topic networks, intent mapping, and semantic clustering to help AI understand your expertise.

Step 1: Understanding Intent Buckets

Keyword intent refers to the reason behind a user’s search. Google’s AI systems increasingly reward content that directly aligns with search intent, rather than merely including specific keywords.

Four Core Intent Buckets

1. Informational (Learn Something)
   Users seek answers, explanations, or guides.
   Examples: “What is SGE?”, “How does generative search work?”
2. Commercial Investigation (Compare Options)
   Users research tools, services, or approaches before purchasing.
   Examples: “Best SEO software for SGE,” “Surfer vs Clearscope comparison.”
3. Transactional (Take Action)
   Users are ready to buy, sign up, or download.
   Examples: “Buy keyword tool subscription,” “Enroll in SEO course.”
4. Navigational (Find a Brand or Page)
   Users want a specific brand or product page.
   Examples: “Ahrefs login,” “Google Search Labs SGE.”
   Recent Google research shows that multi-word, conversational queries—especially those with five or more words—are growing faster than short-tail queries (Think with Google, 2024). This confirms that intent-driven, long-tail optimization is essential in the SGE era.

Step 2: Moving from Buckets to Clusters

Once you categorize your keywords by intent, the next step is to organize them into semantic clusters—groups of related keywords supporting one core topic. Clustering builds topical authority and improves visibility in generative results.

Why Clusters Matter in SGE

• AI reads contextually, not literally. Clusters help search models recognize relationships between ideas (Ahrefs, 2024).
• They reinforce internal linking and semantic structure, signaling content expertise (SEO Melbourne, 2024).
• Clusters reduce keyword cannibalization, ensuring each page has a distinct purpose (SE Ranking, 2024).
• Generative AI snippets often cite multiple interconnected pages from one domain—strong clusters increase your odds of being referenced (Upgrow, 2024).

Step 3: Building SGE-Aware Keyword Clusters

Here’s a practical process for modern keyword clustering:

1. Collect Seed Keywords and Variants

Gather terms from Google Search Console, People Also Ask, autocomplete, and tools like Ahrefs, SEMrush, or Ubersuggest. Capture long-tail, question-based, and comparative keywords.

2. Assign Intent to Each Keyword

Example:

• “What is SGE?” → Informational
• “Best SGE optimization tools” → Commercial
• “Subscribe to SEO platform” → Transactional

3. Group Keywords into Clusters

Create one pillar (hub) page for each main topic and several supporting subtopics that interlink naturally.
Example Cluster:

Intent Bucket	Pillar Topic	Supporting Subtopics
Informational	How to Optimize Content for SGE	What is SGE?, How AI Overviews Work, SGE vs Traditional SEO
Commercial	Best SGE SEO Tools	SurferSEO Review, Clearscope vs MarketMuse, AI Content Audit Tools
Transactional	Buy or Subscribe	Sign Up for SGE Optimization Tool, Request Demo
Navigational	Brand-Specific	“Ahrefs SGE Integration,” “Google Search Labs Access”
Each subtopic should link back to the pillar, forming a topic cluster that signals expertise and coherence.

4. Use Structured Content Formats

Google’s AI systems parse structured data better. Add:

• FAQ Schema for question-based answers.
• How-To Schema for instructional content.
• Article Schema for editorial depth.
  These help your content surface in AI overviews (Upgrow, 2024).

5. Optimize Internal Linking

Link related subtopics to reinforce hierarchy. Keep anchor text descriptive (“SGE keyword clustering techniques”) rather than generic (“learn more”).

6. Monitor and Evolve Clusters

Analyze engagement and impressions in Google Search Console to identify which cluster elements appear in AI summaries. Expand successful ones; merge or refine underperforming ones.

Step 4: SGE Optimization Tactics for Maximum Visibility

Create a Concise Top Summary

Start each article with a clear 100–150-word summary that directly answers the query. This format increases chances of being cited in SGE overviews (Upgrow, 2024).

Structure with Questions and Headers

Use question-based H2/H3 headers such as “What is SGE Optimization?” or “How Does AI Rank Clustered Content?”—this matches natural query phrasing (Ahrefs, 2024).

Include Original Insights and Data

Generative AI prioritizes first-hand expertise. Share case studies, unique data, or brand insights to enhance your E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals (Eintelligence, 2024).

Apply Semantic Language

Incorporate LSI (Latent Semantic Indexing) terms—related words and phrases that give Google richer context, like “generative AI,” “AI overviews,” and “semantic search.”

Optimize for Follow-Up Queries

SGE often suggests “Follow-up questions” beneath summaries. Include these in FAQs or subheadings to capture more related searches (Upgrow, 2024).

Monitor AI Citations

Check which of your sentences or sections are cited in AI overviews. Refine them for clarity and expand coverage on topics frequently referenced.

Step 5: GEO Optimization for Global Reach

Because SGE may display region-specific responses, use geo signals to reach audiences worldwide:

• Incorporate location modifiers (“SGE optimization in Asia,” “SEO in Cambodia”).
• Add local business schema for country-specific visibility.
• Translate or localize clusters if targeting multiple regions.
• Track how SGE performs in different locales using VPN-based SERP testing tools like SERPChecker.
  Generative AI models often adapt their summaries based on geography, so localized clusters can give you a competitive edge (BrightEdge, 2024).

Step 6: Measure Success in the SGE Era

Traditional rank tracking is no longer enough. Focus on AI visibility metrics such as:

• Inclusion rate in SGE summaries (manual and third-party tools).
• Click-through rate (CTR) and impression changes in Google Search Console.
• Engagement metrics (scroll depth, dwell time, conversions).
• Cluster performance—how well each topic group performs as a whole.
  Iterate your clusters regularly using these metrics to strengthen topical authority and SGE coverage.

Future of Keyword Research in Generative Search

As AI becomes integral to search, the focus will continue shifting from keywords to content context. Emerging research, such as the CC-GSEO benchmark, suggests moving toward content-centric optimization—evaluating influence and semantic relationships rather than keyword counts (Liu et al., 2025).
To stay ahead:

• Continuously refine your clusters with new queries and AI-generated insights.
• Build content ecosystems instead of isolated articles.
• Leverage data to understand evolving user intent signals.
  In short, SGE-aware keyword research combines strategy, structure, and adaptability. Brands that master intent mapping and semantic clustering will dominate AI-driven SERPs.

Final Checklist

• Bucket keywords by intent before clustering.
• Build topic clusters with internal linking and schema.
• Write structured, concise summaries for AI parsing.
• Cover follow-up questions and conversational queries.
• Monitor AI citations and adapt content continuously.
  Generative search is changing SEO, but with SGE-aware clustering, you can turn complexity into opportunity. Instead of chasing rankings, you’ll be shaping the information AI uses to answer the world’s questions.

References

Ahrefs. (2024). How to Do Keyword Clustering for SEO. Retrieved from https://ahrefs.com/blog/keyword-clustering/
BrightEdge. (2024). Google’s Search Generative Experience (SGE) Explained. Retrieved from https://www.brightedge.com/google-sge
Eintelligence. (2024). How Google’s Search Generative Experience Is Reshaping SEO in 2025. Retrieved from https://eintelligenceweb.com/blog/how-googles-sge-search-generative-experience-is-reshaping-seo-in-2025/
Google. (2024). Generative AI in Search: What’s New in SGE. Retrieved from https://blog.google/products/search/generative-ai-google-search-may-2024/
Liu, Z., Wang, R., & Gupta, P. (2025). CC-GSEO: Content-Centric Generative Search Engine Optimization Benchmark. arXiv preprint arXiv:2509.05607.
SE Ranking. (2024). Advanced Keyword Research and Clustering. Retrieved from https://seranking.com/blog/advanced-keyword-research/
SEO Melbourne. (2024). Search Intent Clustering for SGE: The Essential Guide. Retrieved from https://seomelbourne.com/seo-optimisation/search-intent-clustering-for-sge-the-essential-guide/
Think with Google. (2024). Generative AI Search Trends and Transformations. Retrieved from https://www.thinkwithgoogle.com/
Upgrow. (2024). How to Optimize for SGE (Google’s AI). Retrieved from https://www.upgrow.io/blog/how-to-optimize-for-sge-googles-ai