Keyword lists used to be the finish line. In Google’s SGE world, they’re just the warm-up. Today, the job is to map entities (people, products, problems) and the relationships between them, then craft content that answers multi-intent prompts, not single terms.

Practical workflow:

1. Seed the graph: Start with 5–7 core entities (e.g., “EV charging,” “home charger,” “level-2 adaptor”). Use GenAI to expand related entities, attributes, and questions. Prune anything that lacks searcher or business value.
2. Cluster by intent: Group nodes as how-to, comparison, decision risk, ownership care. Each cluster becomes a topical hub with internal links and shared FAQs.
3. Design SGE-ready briefs: For each page, define: primary entity, 3–5 supporting entities, evidence sources, and 2 snippets that could be lifted into AI overviews. Add structured data and a “Verdict” box to satisfy summary-style answers.
4. Draft with guardrails: Use GenAI to draft, then human-edit for claims, citations, and product nuance. Force unique angles: data, checklists, decision trees.
5. Measure beyond rankings: Track entity coverage, answer share in AI boxes, and task completion (scroll depth + CTA). Iterate clusters, not just pages.

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