Spoiler Alert: There’s No Cheat Code!
Yesterday I was on a podcast talking all things marketing + AI. At one point, the host leaned in with that question:
“What’s the best way to hack your way to the top so you’re found in ChatGPT and other AI tools?”
Here’s the truth bomb I dropped: There is no hack.
She circled back a few times, still looking for the magic bullet. But if you want humans and LLMs (large language models like ChatGPT, Claude, Gemini, and Perplexity) to pay attention, there’s only one way:
Create content that’s unique, valuable, and written for real humans.
That’s the kind of content AI is designed to surface. No cheat codes required.
Old School vs New School Keywords
Back in the day, SEO meant targeting blunt phrases like “plumber Melbourne” and hoping for the best.
But people don’t search like that anymore. They type in full, conversational queries such as:
- “Who’s the best plumber near me that does same-day callouts in Melbourne?”
- “What should I expect to pay for emergency plumbing in Melbourne?”
And that’s exactly how LLMs understand and process queries, in natural language.
The opportunity now is to take stiff, old-school keywords and spin them into conversational content ideas that mirror how people actually search.
Why LLMs Are a Game-Changer
Unlike traditional keyword tools, LLMs are conversational engines. They don’t just spit out lists, they understand context, intent, and phrasing.
With the right prompt, you can turn a keyword like “plumber Melbourne” into:
- A set of blog titles.
- Service page outlines.
- FAQs people actually ask.
- Comparison guides and how-tos.
LLMs unlock the human side of search by showing you how a seed keyword expands into real-world conversations.
How ChatGPT (and Friends) Supercharge Keyword Research
Here’s what you can do with tools like ChatGPT, Claude, Gemini, and Perplexity:
- Generate keyword suggestions – start with one idea, get a dozen angles.
- Cluster keywords by intent – group them into themes like cost, service, reviews.
- Find secondary keywords – supporting phrases that make your content richer.
- Brainstorm content ideas – blog posts, FAQs, titles, outlines.
- Optimise meta data – draft title tags and meta descriptions that people want to click.
Think of these AIs as brainstorming partners, fast, flexible, and always on.
Example: From “Plumber Melbourne” to a Content Goldmine
Old way: target “plumber Melbourne” and cross your fingers.
New way: use an LLM to expand it into content ideas like:
- Blog post: “How to Choose the Right Plumber in Melbourne (Even in an Emergency)”
- FAQ: “What’s the average cost of plumbing services in Melbourne?”
- Guide: “7 Signs You Need a Plumber Before It Becomes an Emergency”
- Service page: “Same-Day Plumbing in Melbourne: What to Expect”
- Comparison: “Top 5 Plumbing Services in Melbourne (With Reviews)”
Instead of one rigid keyword, you now have a whole cluster of conversational queries ready to rank.
Pair Creativity with Data
LLMs are amazing for creativity and context, but you still need hard data.
- Use LLMs (ChatGPT, Claude, Gemini, Perplexity) for creativity, clusters, and phrasing.
- Use SEO tools (Semrush, Ahrefs, Moz) to validate volumes and competition.
The combination gives you endless ideas backed by real-world search insights.
Rookie Mistakes to Avoid
Don’t let shiny AI tools trick you into bad habits:
- Relying only on AI – review before publishing.
- Chasing volume instead of intent – go where the audience is.
- Ignoring niche terms – smaller searches often bring better leads.
- Stuffing keywords unnaturally – kills readability.
- Forgetting to update – trends and queries evolve constantly.
The Bottom Line
There’s no secret hack to “trick” LLMs or search engines.
But here’s the winning playbook:
- Take old-school keywords and expand them into conversational queries.
- Use LLMs like ChatGPT, Claude, Gemini, and Perplexity to brainstorm clusters and ideas.
- Validate with SEO tools to avoid dead ends.
- Write for humans first, algorithms second.
Do this, and you’ll create content that ranks higher, resonates deeper, and keeps working long after the microphones are switched off.