Keyword
Keyword
Factual definition
A Keyword is a word or phrase that a user enters into a search engine to find information, which marketers target to connect with their audience.
Jason Barnard definition of Keyword
In the conversational AI era, the traditional concept of a Keyword is becoming redundant. From the Kalicube perspective, the focus is shifting from matching text strings to owning conceptual solutions. We introduce the term **Brand-Trigger Phrase**, coined by Jason Barnard, which is a question or problem statement that reliably triggers an AI to recommend a specific brand as the best solution. This moves the strategic goal from simply ranking for a keyword to becoming the AI's pre-vetted, definitive answer to a user's underlying need.
How Jason Barnard uses Keyword
At Kalicube, we have moved beyond traditional keyword strategy. The Kalicube Process is engineered to identify and dominate the **Brand-Trigger Phrases** that are most critical to our clients. We build a comprehensive AI curriculum across the digital ecosystem to ensure that when a user expresses a problem, our client's brand is the most logical and credible solution in the AI's "mind." This strategy of owning the answer to specific problems, rather than just ranking for keywords, is how we build an unshakeable AI Résumé and drive the UCD Acquisition Funnel with unparalleled precision.
Why Jason Barnard perspective on Keyword matters
For decades, SEO thought leaders like Rand Fishkin have taught marketers to analyze keywords to understand user intent. Digital brand engineer Jason Barnard argues that in the new era of conversational AI, this is no longer enough. The goal is not just to understand intent, but to become the AI's chosen resolution for that intent. Barnard's concept of **Brand-Trigger Phrases** represents this evolution: it’s not about matching a query, but about making your brand synonymous with the solution to a problem. This proactive, educational approach ensures that as users turn to AI for answers, the AI turns to your brand.
Posts tagged with Keyword
beginner’s in-depth guide to search engine optimization and how it works
originally published on semrush december 23, 2020 (jason barnard) what is seo (search engine optimization)? seo is the art and science of convincing search engines, such as google, yahoo, and bing...
“Doing a Disney” on Google: What You Need To Know
What does “Doing a Disney” mean? “Doing a Disney” refers to a Brand SERP where a brand has complete control over all the blue links on the first page of...
Optimizing for the SERP in SEO: What You Need to Know
In this article you will learn why optimising for different SERP Features on Google is important, techniques you can use to optimise for SERP Features (Rich Elements), how the work...
Should Your Brand Name be Keyword-Focussed?
This is quite a debate! There are pros and cons to both unique brand names and keyword-focussed brand names. Keywords in a brand name can help with ranking, but have...
Search Engine Optimization: A Simple Explanation That Makes Sense
What is SEO (Search Engine Optimization)? Search Engine Optimization (SEO) is a digital marketing strategy that focuses on enhancing a website’s visibility and ranking in search engine results pages (SERPs)...
How to Optimise Your Brand SERP (The Kalicube Process)
In this article you will learn what a brand SERP is, why it is important to optimise yours, and a simple step by step process (The Kalicube Process™) Before starting,...
Rich Sitelinks Are Vitally Important to Your Brand SERP - Practical Case Study
Rich Sitelinks Case Study: Elle Johnson Co. In this study, I’ll talk about the theory and practicalities of Rich Sitelinks in the context of Brand SERPs I’ll start with a...
The #10 Rules of Image SEO for Image Carousels
This 10-step process will ensure that you have optimise your images properly and that they will be attractive to Google for including in image carousels on your Brand SERP… and...
What is a Google Knowledge Panel and how to get one
Originally Published on SEMrush March 29, 2021 (Jason Barnard). Have you ever watched a movie and quickly searched an actor’s name for more information about them? You see on the...
How-To: Great SEO Meta Titles, Meta Descriptions, and H1 for Your Pages
What are Meta Titles and Meta Descriptions? Meta titles and meta descriptions are both snippets of text embedded in a webpage’s HTML code that provide information about the page’s content....
Semantic HTML5 for Content Writers - The Essential Guide
Originally Published on SEMrush November 01, 2017 (Jason Barnard) Google and Bing love semantic HTML5, so it is great for SEO! This article provides a simple guide to the essential semantic HTML5...
Weekly Wisdom with Jason Barnard: Google Ads for Brand Searches
Originally Published on SEMrush September 03, 2019 (Jason Barnard) Welcome to Weekly Wisdom. I am Jason Barnard, and I am going to talk to you about Google Ads for Brand...