Scalling Keywords into Prompts: A Case Study on What 1,000 Tailored Prompts Generated

As large language models (LLMs) increasingly mediate how users discover brands, keyword research alone can no longer map the full landscape of user intent. This talk presents a real case study involving a global peripherals brand, showing how a structured five-stage framework transformed client data and research inputs—including brand guidelines, Google Search Console (GSC) data, competitor gaps, and People Also Ask (PAA) questions—into over 1,000 semantically categorised prompts, organised by funnel stage, sentiment, and persona.

The framework used an AI model to build a variable dictionary, generate reusable stem structures, and expand them into natural language prompts that mirror real user behaviour across the web, Reddit, and YouTube. The result was a content strategy grounded in how LLMs actually synthesise evidence, along with measurable growth in AI citation coverage.

Transcript

1. SCALING KEYWORDS INTO PROMPTS A CASE STUDY ON WHAT 1,000 TAILORED PROMPTS GENERATED PABLO LOPEZ UKI SEO/GEO LEAD @ DEPT® @pablolopezm | speakerdeck.com/pablolopezm
2. 2 hands up pablolopezm SCALING KEYWORDS INTO PROMPTS HAVE YOU ASKED AN LLM FOR HELP WITH A PURCHASE IN THE LAST MONTH?
3. 3 LLMs are changing how people buy pablolopezm SCALING KEYWORDS INTO PROMPTS IF YOUR HAND IS UP YOUʼRE NOT ALONE
4. 2026 SCALING KEYWORDS INTO PROMPTS 1,219 % 4 2024 Increase in AI referral traffic to US retail sites since October 2024 pablolopezm Source: Adobe Analytics
5. 5 Of AI shoppers discovered a new brand through LLMs pablolopezm Source: DEPT survey, 2.6k US participants, August 2026 SCALING KEYWORDS INTO PROMPTS 56%
6. 6 July 2026 -38% +60% Conversion rate from AI-referred retail visitors vs non-AI traffic pablolopezm Source: Adobe Analytics SCALING KEYWORDS INTO PROMPTS March 2025
7. 7 collapsing pablolopezm SCALING KEYWORDS INTO PROMPTS THE BUYING DECISION NOW HAPPENS INSIDE THE CHAT the whole sales funnel is
8. My partner works from home and by the end of the day her neck and shoulders are wrecked. I've got about £300 to spend in the Black Friday sales. What should I actually be looking at? pablolopezm SCALING KEYWORDS INTO PROMPTS 1ST ITERATION 8 AWARENESS PHASE
9. I'm between a proper chair or fixing the desk setup. She's on a laptop at the kitchen table all day. Which one makes the bigger difference for the money? pablolopezm SCALING KEYWORDS INTO PROMPTS 2ND ITERATION 9 EVALUATION PHASE
10. Going with the desk setup. Which ergonomic keyboard and vertical mouse brands usually have the best Black Friday deals, and where should I buy them? pablolopezm SCALING KEYWORDS INTO PROMPTS 3RD ITERATION 10 PURCHASE PHASE
11. Going with the desk setup. Which I'm between a proper chair or fixing the ergonomic keyboard and vertical mouse desk setup. She's on a laptop at the brands usually have the best Black kitchen table all day. Which one makes Friday deals, and where I buy the bigger difference for should the money? them? pablolopezm SCALING KEYWORDS INTO PROMPTS 2ND 3RD ITERATION 11 THE CHAT NOW ALSO BUILDS THE TOOLS TO DECIDE
12. 12 I’ll give you a clue, it’s not only web pablolopezm SCALING KEYWORDS INTO PROMPTS BUT WHERE DOES THE CHAT GET ITS ANSWERS FROM ?
13. pablolopezm SCALING KEYWORDS INTO PROMPTS ergonomic mouse 13 TRADITIONAL SEARCH USED TO FOCUS ENTIRELY ON WEB CONTENT
14. 14 LLMS COMBINE DATA FROM MULTIPLE PLATFORM TO CREATE AN ENTITY Wiki Video | 30 days with a vertical mouse Bought this after watching your review and my wrist pain is basically gone. Wish I'd switched years ago 🙌 Your brand The best ergonomic mice of 2026 Our top pick. It's the most comfortable mouse we tested, and while it's pricey, it's worth every penny. Check the latest price below. pablolopezm r/peripherals Had mine 6 months. Comfy, sure, but the receiver drops out constantly in our open-plan office. For what it costs I expected better tbh. SCALING KEYWORDS INTO PROMPTS [Brand] is a manufacturer of computer peripherals, including mice, keyboards and webcams. Its products are sold in over 100 countries.
15. 15 and most brands are failing to adjust pablolopezm SCALING KEYWORDS INTO PROMPTS THE SEARCH GAME HAS NEW RULES
16. SENTIMENT Are we in the answer? How are we described? THE GAP = what you want to be known for vs what AI actually says pablolopezm SOURCES Who does AI trust to speak for us? SCALING KEYWORDS INTO PROMPTS VISIBILITY 16 WE NEED TO KNOW WHAT AI SAYS ABOUT OUR BRAND
17. 17 pablolopezm SCALING KEYWORDS INTO PROMPTS SO WE CAN DESIGN FOR THE RIGHT CHANNEL , FUNNEL AND SENTIMENT
18. Iʼm a digital illustrator working 10 hours a day on a Mac. My wrist is starting to hurt. I need a silent, ergonomic setup that won't clutter my desk? pablolopezm SCALING KEYWORDS INTO PROMPTS best ergonomic mouse 18 BUT WHAT AI SAYS DEPENDS ON WHAT PEOPLE ASK
19. 19 not just keywords pablolopezm SCALING KEYWORDS INTO PROMPTS IN THE AI ERA WE NEED TO RESEARCH PROMPTS
20. 20 pablolopezm SCALING KEYWORDS INTO PROMPTS RESEARCHING PROMPTS COMES WITH A LOT OF PROBLEMS
21. 21 YOU CANʼT SIZE WHAT YOU CANʼT COUNT MOST HIGH-INTENT PROMPTS HAVE A SEARCH VOLUME OF 1 pablolopezm SCALING KEYWORDS INTO PROMPTS #1 Search Volumes
22. USERS BRING THEIR OWN CONTEXT, TONE AND CONSTRAINTS TO EVERY QUERY pablolopezm SCALING KEYWORDS INTO PROMPTS WE ALL PROMPT DIFFERENTLY, EVEN IF WE ARE LOOKING FOR THE SAME PRODUCT 22 #2 Prompt Uniqueness
23. AI REQUIRES TAILORED, 1ST-PARTY DATA TO UNDERSTAND YOUR SPECIFIC NUANCE pablolopezm SCALING KEYWORDS INTO PROMPTS GENERIC PROMPT RESEARCH LACKS BRAND INTELLIGENCE 23 #3 Generic Data
24. 24 pablolopezm SCALING KEYWORDS INTO PROMPTS I CREATED A FRAMEWORK THAT SOLVES MOST OF THOSE PROBLEMS
25. 25 A PROCESS THAT TRANSFORMS DATA INTO STEMS… BRAND GUIDELINES VARIABLE PERSONAS VARIABLE KEYWORD SEEDS BEST [CATEGORY] GSC DATA PAA QUESTIONS SEMANTICS SOCIAL SIGNALS pablolopezm FOR [PAIN POINT]
26. 26 …STEMS INTO PROMPTS… BRAND GUIDELINES VARIABLE PERSONAS VARIABLE KEYWORD SEEDS BEST ERGO MOUSE GSC DATA PAA QUESTIONS SEMANTICS SOCIAL SIGNALS pablolopezm FOR WRIST PAIN
27. 27 …AND EXPANDS THEM INTO REAL HUMAN PROMPTS EXPANSION LAYER BRAND GUIDELINES PERSONAS KEYWORD SEEDS MY WRIST HURTS WHEN IʼM ON MY LAPTOP FOR TOO LONG, CAN YOU RECOMMEND THE BEST GSC DATA PAA QUESTIONS SOCIAL SIGNALS pablolopezm ERGO MOUSE FOR WRIST PAIN
28. 28 AI only knows what you tell it STAGE 2: DATA DUMP STAGE 3: PATTERN SYNTHESIS STAGE 4: STEM CREATION STAGE 5: PROMPT CREATION SCALING KEYWORDS INTO PROMPTS STAGE 1: THE BRIEFING
29. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 29 BRIEFING IT STARTS BY PROVIDING BRAND CRITICAL DATA PERSONAS SCOPE DESCRIPTION HYBRID WORKER TONE OF VOICE CREATIVE MIND USPs IT EXPERT PAIN POINTS STUDENT … pablolopezm … TOP COMPETITORS PRODUCT CATEGORIES RELEVANT TOPICS SCALING KEYWORDS INTO PROMPTS SCOPE DATA
30. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS VALUE Market United States - Tone Conversational and human. Professional - Product Category Workstation Peripherals 0.5 Product Category Software 0.3 Product Category Connectivity 0.2 Strategic Themes Brand Relevance & Comparisons 0.25 Strategic Themes Sustainability 0.2 Strategic Themes Ergonomic Peripherals 0.55 pablolopezm TARGET SHARE Simplified version SCALING KEYWORDS INTO PROMPTS SECTION 30 BRIEFING
31. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 31 BRIEFING AND I SET GUARDRAILS SO THE AI DOESNʼT INVENT OUR STRATEGY BRANDED VS NON-BRANDED PROMPTS FUNNEL TARGETS WEIGHT PER FUNNEL STAGE PERSONA TARGETS BALANCE OF PERSONAS TECHNICAL BOUNDARIES pablolopezm QUESTION RATIOS, NUMBER OF PROMPTS PER STEM, MAX TOKENS TO USE, ETC. SCALING KEYWORDS INTO PROMPTS BRAND TEMPERATURE
32. 32 your own data is your competitive edge STAGE 2: DATA DUMP STAGE 3: PATTERN SYNTHESIS STAGE 4: STEM CREATION STAGE 5: PROMPT CREATION SCALING KEYWORDS INTO PROMPTS STAGE 1: THE BRIEFING
33. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 33 BRIEFING LONG-TAIL KEYWORDS WERE USED AS SEEDS SEARCH VOLUME EST. TRAFFIC INTENT how to connect wireless keyboard 2400 166 informational how to connect wireless mouse 1300 291 informational how to pair keyboard 1000 224 informational how to connect mouse to laptop 1000 224 informational best headphones for work 1000 112 commercial ergonomics in the workplace 880 197 informational active noise cancelling vs passive 880 166 informational pablolopezm SCALING KEYWORDS INTO PROMPTS KEYWORDS TRIGGERING AI OVERVIEWS
34. DATA DUMP PATTERN SYNTHESIS STEMS I ALSO INCORPORATED COMPETITOR DATA (KEYWORD GAPS) PROMPTS SEARCH VOLUME EST. TRAFFIC CATEGORY how to turn on keyboard light 5400 624 Keyboards how to turn on light on laptop keyboard 5400 100 Keyboards what is polling rate on a mouse 3600 329 Mice scroll lock on keyboard 2900 138 Keyboards what is mouse polling rate 1900 90 Mice how do you turn on keyboard lights 1600 624 Keyboards atx micro atx 1300 100 Microphones pablolopezm SCALING KEYWORDS INTO PROMPTS KEYWORDS TRIGGERING AI OVERVIEWS 34 BRIEFING
35. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 35 BRIEFING I PULLED THE QUESTIONS PEOPLE ACTUALLY ASK QUERY EXPANSION (PAA) tips for remote work What are the best tips for successful remote work? remote work tools What tools do you need for remote work? how to pair keyboard How do I set my keyboard to pair mode? ergonomics in the workplace What are the 5 aspects of ergonomics in the workplace? active noise cancelling vs passive Can noise-cancelling headphones stop tinnitus? dongle pairing How to put bluetooth dongle into pairing mode? pablolopezm SCALING KEYWORDS INTO PROMPTS SEED KEYWORDS
36. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 36 BRIEFING ANY CUSTOMER DATA YOUR TEAM ALREADY HAS CAN BE USED Digital PR data GSC data Keywords CRM integrations pablolopezm Conversion data PAA questions Social signals Competitor data Reddit data Reviews SCALING KEYWORDS INTO PROMPTS Merchant data
37. 37 find out how your customers actually think STAGE 3: PATTERN SYNTHESIS STAGE 4: STEM CREATION STAGE 5: PROMPT CREATION SCALING KEYWORDS INTO PROMPTS STAGE 1: THE BRIEFING STAGE 2: DATA DUMP
38. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 38 BRIEFING THE INPUT : EVERYTHING WE COLLECTED TONE OF VOICE Ergonomic peripherals · Sustainability · Comparisons Conversational and human. Professional USP SOCIAL SIGNALS Unlocking the power of people and teams to do their best work. Skepticism on communities like Reddit around pricing and customer service. THE MODEL INGESTS EVERYTHING AT ONCE KEYWORDS QUESTIONS · PAA FINDS PATTERNS BUILDS VARIABLES how to connect wireless mouse · ergonomics in the workplace How do I set my keyboard to pair mode? pablolopezm SCALING KEYWORDS INTO PROMPTS BRAND RESEARCH
39. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 39 BRIEFING THE AI MODEL SPOTS PATTERNS AND CREATES VARIABLES how to connect wireless keyboard [CATEGORY] what is polling rate on a mouse best headphones for work How to put bluetooth dongle into pairing mode? pablolopezm VALUES KEYBOARD MOUSE HEADPHONES DONGLE SCALING KEYWORDS INTO PROMPTS VARIABLE
40. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 40 BRIEFING THE RESULT: A DICTIONARY OF HOW CUSTOMERS DESCRIBE THEIR NEEDS [CATEGORY] AI ANALYSIS DATA INGESTED [AUDIENCE] [QUALITY] pablolopezm KEYBOARD HEADPHONES MOUSE DONGLE TRAVELER CREATOR PROFESSIONAL STURDY MAC USER PORTABLE COMFORTABLE STUDENT QUIET SCALING KEYWORDS INTO PROMPTS VALUES VARIABLES
41. 41 STAGE 4: STEM CREATION STAGE 5: PROMPT CREATION SCALING KEYWORDS INTO PROMPTS scale without losing control STAGE 1: THE BRIEFING STAGE 2: DATA DUMP STAGE 3: PATTERN SYNTHESIS
42. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 42 BRIEFING VARIABLES ARE PROGRAMMATICALLY REPLACED TO GENERATE STEMS pain points natural language HOW TO SET UP [CATEGORY] IN A Variables pablolopezm [USE_CASE] WITHOUT TECHNICAL ISSUES? SCALING KEYWORDS INTO PROMPTS Briefing
43. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 43 BRIEFING ONE STEM BECOMES 50+ COMBINATIONS 5 CATEGORIES mouse, keyboard, headset… pablolopezm 5 × AUDIENCES creator, student, traveller… × 4 PAIN POINTS wrist pain, noise… = 50+ PROMPTS from one template SCALING KEYWORDS INTO PROMPTS BEST [CATEGORY] FOR A [AUDIENCE] WITH [PAIN POINT]
44. 44 STAGE 1: THE BRIEFING STAGE 2: DATA DUMP STAGE 3: PATTERN CREATION STAGE 4: STEM CREATION STAGE 5: PROMPT CREATION SCALING KEYWORDS INTO PROMPTS sounds like real people, not keywords
45. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 45 BRIEFING PROMPTS ARE GENERATED FROM THE STEMS HOW TO SET UP [PRODUCT] IN A Variables pablolopezm [USE_CASE] WITHOUT TECHNICAL ISSUES? SCALING KEYWORDS INTO PROMPTS Prompt stem
46. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 46 BRIEFING BUT THAT STILL (KINDA) SOUNDS LIKE A KEYWORD HOW TO SET UP A WEBCAM IN A Variables pablolopezm CONFERENCE ROOM WITHOUT TECHNICAL ISSUES? SCALING KEYWORDS INTO PROMPTS Prompt output
47. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 47 BRIEFING SO THE FRAMEWORK MAKES IT HUMAN Iʼve struggled with wrist pain for months while working in the office, what keyboard would you recommend to help prevent this? pablolopezm Prompt generated based on the different data points gathered SCALING KEYWORDS INTO PROMPTS PERSONA TARGETS Expansion of the prompt semantics to provide more real-world context
48. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 48 BRIEFING ALL PROMPTS ARE THEN POLISHED AND CATEGORISED SENTIMENT BRANDED / NB Does the Pro Video Bar include AI auto-framing so I don't have to train managers to use a remote? PURCHASE Explanatory Branded Best split ergonomic keyboard for data entry AWARENESS Explanatory Non-Branded AWARENESS Explanatory Non-Branded EVALUATION Instructive Non-Branded What is the best silent wireless mouse to avoid disturbing others? How to customise the side buttons on my wireless mouse to undo and redo brush strokes in Photoshop? pablolopezm SCALING KEYWORDS INTO PROMPTS FUNNEL STAGE PROMPT
49. DATA DUMP PATTERN SYNTHESIS STEMS PROMPTS 49 BRIEFING THE RESULT IS A LIST OF 1,000 PROMPTS , MAPPED 47% Evaluation 34% Purchase 19% pablolopezm Hybrid worker 38% Branded 29% Creative mind 26% Non-branded 71% IT expert 21% Student 15% SCALING KEYWORDS INTO PROMPTS Awareness BRANDED VS NON-BRANDED BY PERSONA BY FUNNEL STAGE
50. 50 pablolopezm SCALING KEYWORDS INTO PROMPTS I USED THESE PROMPTS TO AUDIT WHAT AI WAS SAYING ABOUT THE BRAND
51. 51 LLMS PRIORITISE HOW-TOs AND TECHNICAL CONTENT SETUP GUIDES pablolopezm EDITORIAL CONTENT TECHNICAL PAPERS WHY? LLMS PREFER CONTENT THAT HELPS THEM EXPLAIN HOW THINGS WORK
52. 52 REDDIT CITATIONS ARE DRIVEN BY SUPPORT AND COMPARISONS /r/CommercialAV Does the Pro Video Bar's build quality actually justify the higher price point? pablolopezm SCALING KEYWORDS INTO PROMPTS /r/peripherals How do I troubleshoot persistent latency on a 2.4GHz wireless receiver in a crowded open office?
53. 53 Which iPad stylus has the lowest latency for digital illustrators? pablolopezm SCALING KEYWORDS INTO PROMPTS ON THE OTHER HAND YOUTUBE CITATIONS ARE MAINLY DRIVEN BY PRODUCT DEMOS
54. 54 TRUST GAP : AI TRUSTS THE BRAND TO FIX THINGS, NOT TO CONVINCE ANYBODY USER COMPARES PRODUCS OR BRANDS USER IS SCEPTICAL 45–62% 72.6% 26% of citations from owned media from social, the highest share owned media drops to its lowest point pablolopezm SCALING KEYWORDS INTO PROMPTS USER HAS A TECHNICAL PROBLEM
55. 55 ALL TOGETHER THE RESEARCH ALLOWED US TO DESIGN A HOLISTIC GEO STRATEGY REDDIT IS DRIVEN BY SUPPORT AND COMPARISONS YOUTUBE IS DRIVEN BY PRODUCT DEMOS NEW LEARNING CENTER UPDATING BRAND PAGE SUPPORT VIDEO SERIES 50+ GEO ARTICLES ACTIVE IN THREADS PRODUCT DEMOS TAILORED TO GAPS RUNNING AMAs INFLUENCER COLLABS pablolopezm SCALING KEYWORDS INTO PROMPTS LLMs CITE HOW-TOs AND TECHNICAL CONTENT
56. 56 AND WE ALREADY GOT SOME RESULTS INCREASE IN VISIBILITY ON AIO Ahrefs. H1 2026 vs H1 2025 88% 85% VISIBILITY INDEX Profound. H1 2026 pablolopezm INCREASE IN VISIBILITY ON AIO Adobe Analytics. October 2026 vs October 2025 SCALING KEYWORDS INTO PROMPTS 701%
57. 57 The question is whether you know what it’s saying pablolopezm SCALING KEYWORDS INTO PROMPTS AI IS ALREADY TALKING ABOUT YOUR BRAND
58. 58 pablolopezm SCALING KEYWORDS INTO PROMPTS YOUR CUSTOMERS ARE USING PROMPTS NOW YOUR RESEARCH SHOULD TOO
59. 59 ANY QUESTIONS ? SCALING KEYWORDS INTO PROMPTS THANK YOU! LETʼS CONNECT