Week 2 · 4–5 hours
Keywords, Queries & Search Intent
Research demand and connect short search queries with the longer prompts used in AI tools.
A useful opportunity balances demand, intent, relevance, feasibility and business value. One keyword does not automatically equal one page.
Learn
Complete only the named pages or lessons below. Links inside them are optional unless the task says otherwise.
How to choose keywords for SEO and AI search
Why this: Use one current, self-contained guide to evaluate relevance, intent, demand and competition.
Pay attention to: The manual research steps and the distinction between search data and AI-response observations; the Semrush tool walkthroughs are optional.
Keyword Research course
Why this: Learn a practical workflow for finding and evaluating demand.
Pay attention to: Complete only the introductory lessons on keyword ideas, intent and selection; do not work through every platform feature.
Check your understanding
You should be able to explain these without relying on course terminology.
Practise
Apply this week’s learning through a guided practical exercise.
Scenario
Choose a topic for a hypothetical small online business.
Your task
Build an intent map of roughly 30 searches with intent, page type, destination, whether a separate page is needed and why. Add five conversational AI prompts and compare their structure.
Good work should contain
- Queries grouped by need rather than exact wording
- Clear destination decisions
- Commercial relevance considered
- Prompt differences explained cautiously
Common mistakes
- One page per keyword
- Sorting only by volume
- Calling prompt estimates exact demand
Keyword, Intent & Prompt Map
Review and refine the exercise to a client-facing standard, then save the finished version as portfolio evidence.
Suggested filename 02-keyword-intent-prompt-map.xlsx
Skill demonstrated Keyword research, intent and information architecture
An interviewer may ask “Why might two similar keywords belong on the same page?”
Career task
Alongside the SEO exercise, complete one small job-readiness task each week. These tasks build towards confident junior applications.
Add ten more suitable vacancies to the same job tracker and note which requirements appear essential versus desirable.
Notes
Personal notes stay separate from the questions intended for Chris.
Personal notes
Capture useful observations, definitions and reminders.
Question for Chris
Use this for uncertainties or points you want to discuss.
Finished this week?
Mark the week complete once you have finished the learning, exercise, portfolio output and career task.