Keyword Concepts overview

What are keyword concepts?

A keyword concept is a central idea or topic that your business wants to be found for. Rather than tracking individual keywords in isolation, Diviner One groups related terms under a single concept, giving you a unified view of how your business performs and is influenced by your keyword strategy:

For example, a pavement contractor might create a concept called "Seattle driveway contractor" that includes search terms like:

• "seattle driveway cement contractor"
• "seattle driveway paving contractor"
• "driveway contractors cement Seattle"
• "Seattle residential driveway contractor"
• "driveway contractor near me"

All of these keywords represent the same intent: Someone looking for a contractor to help with their driveway. Now when using an LLM someone might frame these keywords differently:

• "Who is the best Seattle driveway cement contractor?"
• "How much is a Seattle driveway paving contractor"
• "Do driveway contractors in Seattle do asphalt driveways?"
• "Is asphalt cheaper for driveways?"
• "What are benefits of asphalt versus concrete for my driveway?"

But the intent is very similar. Keyword concepts are designed to help you think more conceptually about what keywords are and what they represent. We hope this will help you focus on your customers needs then chasing a single keyword for improved rankings.

Why use a concept-based strategy?

1. Unified tracking across channels

Each concept connects multiple tracking systems in one place:

• Search volume - How many people search for each term
• Google rank tracking - Your position in organic search results
• Local ranking grid - Your visibility across different geographic points
• AI/LLM visibility - Whether AI assistants mention your business
• Review monitoring - How often keywords appear in your reviews

2. Easy autofill

Use AI to fully flesh out your concepts with a single click. Edit and refine as needed.

3. Track LLM visibility in the funnel

People ask more then one question when talking to an LLM. In fact questions will often follow the customer journey From Awareness and research to comparison and decision. In Keyword concepts questions can be organized by the buyers funnel Top (discovery), middle (consideration), and bottom (decision).

3. Better insights

When you see that "Seattle driveway cement contractor" is ranking #3 on desktop and appearing in 2/5 AI responses, but appears 0 times in your reviews--that's more actionable than normal rank tracking. Now you can use Diviner One to suggest that phrase more often to your users when they write a review.

Anatomy of a keyword concept

When you expand a concept card, you'll see several sections:

Search terms

The variations of your concept that people actually type into search engines. Each term shows:

• Volume - Monthly search volume (click "Volume" to research)
• Rank - Your current Google position (desktop/mobile)
• Grid - Local ranking grid position (if tracked)
• Key term star - Click any star to mark a term as the key/primary term (for your reference only - doesn't affect results)

AI visibility

Questions that potential customers ask AI assistants (ChatGPT, Perplexity, etc.). Organized by funnel stage:

• Top of funnel (Awareness) - "What does a marketing consultant do?"
• Middle of funnel (Consideration) - "How do I choose a marketing consultant?"
• Bottom of funnel (Decision) - "Best marketing consultant in Portland"

Click "Check" to see if AI mentions your business when answering these questions.

Reviews

Track how keywords appear in your customer reviews:

• Review phrase - The main phrase you want customers to mention
• Aliases - Alternative phrasings that count toward the same concept
• In reviews count - How many times this concept appears in reviews

Key features

Organization with groups

Create groups to organize concepts by:

• Service categories (e.g., "Plumbing Services", "HVAC Services")
• Locations (e.g., "Downtown Portland", "Suburbs")
• Priority level (e.g., "Core Services", "Secondary Services")

To change a concept's group:

1. Click the edit icon on the concept card
2. Open the sidebar and enter edit mode
3. Select a group from the dropdown
4. Save changes

Or use bulk selection: check multiple concepts and use "Move to group" in the action bar.

Integration with prompt pages

Keywords from your library can be:

• Assigned to specific prompt pages for review collection
• Rotated automatically to encourage varied review content
• Tracked to see which keywords customers actually use

Rank tracking

For each search term, you can:

• Check current Google ranking (desktop and mobile)
• Track positions over time
• See position changes and trends

Local ranking grid

For location-based businesses, the grid shows your ranking from multiple geographic points around your area. This reveals where you're strong and where competitors may be outranking you.

AI visibility monitoring

As more customers use AI assistants to find businesses, tracking your visibility in AI responses becomes crucial. The AI visibility section lets you:

• Add questions your customers might ask AI
• Check multiple AI providers (ChatGPT, Perplexity, Claude)
• See if and how your business is mentioned

Getting started

1. Navigate to Keywords in your dashboard sidebar
2. Click + Add concept to create your first concept
3. Give it a descriptive name (this is for your reference)
4. Add search term variations that people use to find this service
5. Optionally add:
   • AI visibility questions
   • A review phrase for tracking
   • Aliases for review matching
6. Click "Auto-fill with AI" to have AI suggest search terms, questions, and review phrases based on your business

Best practices

Naming concepts

• Use descriptive names: "Emergency Plumbing Portland" rather than "Plumbing 1"
• Include location if relevant to your business
• Think about how you'd categorize your services

Adding search terms

• Be specific: "emergency plumber portland" beats just "plumber"
• Include variations: "portland plumber" and "plumber in portland"
• Add local modifiers: neighborhood names, "near me" variations
• Check volumes: Use the Volume button to see which terms people actually search

Review phrases

• Use natural language customers would actually say
• Be specific but not too long: "great plumbing service" not "excellent professional plumbing repair services"
• Add aliases for common variations

AI visibility questions

• Think about what customers ask before hiring your type of business
• Include questions at different funnel stages
• Focus on questions where being mentioned would drive business

Understanding the metrics

Header badges

When viewing concepts in list view, badges show quick stats:

• Volume badge - Total monthly search volume across all terms
• In reviews - Number of times keywords appear in reviews
• LLM citations - AI visibility score (e.g., "0/9" means cited in 0 of 9 checks)
• Location - Where rank/grid tracking is focused
• Rank badge - How many terms rank in top 10
• Grid badge - Local grid performance summary

Position colors

Throughout the interface, positions are color-coded:

• 🟢 Green (#1-3) - Top positions, excellent visibility
• 🔵 Blue (#4-10) - First page, good visibility
• 🟡 Amber (#11-20) - Second page, needs improvement
• ⚫ Gray (>20 or not found) - Low visibility

Tips for success

1. Start with 5-10 core concepts representing your main services
2. Use AI auto-fill to quickly populate search terms and questions
3. Check volumes before tracking to focus on terms people actually search
4. Review weekly to spot ranking changes and opportunities
5. Update regularly as you add services or enter new markets