The Search Shift Webinar Series
From Keywords to Prompts: Redefining Search Intent in
the AI Era
the AI Era
Tuesday, November 25th
6 pm CET / 12 pm EST/ 9 am PST
- Be at the forefront of searchWe’re entering a new era of search: an expanding universe across search engines and AI models that understand, summarize, and recommend.
The Search Shift Webinar Series takes you through this transformation at every step. From understanding how AI is changing discovery, to mastering measurement across generative platforms, and unlocking a strategy that reaches customers—however they search.
This second session explores how leading brands are following both search intent and prompt intent, turning this into more AI visibility. In this session, you’ll learn how LLMs interpret natural language, how to cluster prompts with the same precision as keywords, and how to evolve your search strategy for an AI-first world. Walk away with practical frameworks you can put into action immediately.
Who will host the webinar
Peter BrusaEnterprise Digital AI Strategist at SemrushWith 20 years of experience leading digital strategy at brands like Semrush, Salesforce, and Oracle, Peter helps companies turn disruption into growth. Today, he guides businesses through the next marketing shift: AI-powered search and the evolving customer journey.
John HalfpennySolutions Consultant at SemrushWith a decade of experience helping agencies and enterprises grow through data, technology, and strategy, John is now partnering with marketing teams to enhance performance and deliver measurable results. With expertise in SaaS, SEO, and digital transformation, he’s passionate about helping organizations thrive in an ever-evolving digital landscape.
Join us and understand what’s changing in search
- Why joinIf you're an SEO manager, content strategist, or digital marketing leader, this webinar is a must-join. It's your opportunity to get clear guidance for a holistic strategy, including the move from keyword intent to prompt intent.In this session, you'll learn exactly how leading brands are pivoting their strategy to maintain and win visibility in the age of generative AI. You'll gain practical, actionable knowledge to:
- Future-proof your strategy: move beyond traditional keyword thinking to understand how Large Language Models (LLMs) interpret natural language queries.
- Unlock AI visibility: discover the strategies needed to earn a seat at the table when AI is delivering answers to your customers.
- Bridge the gap: learn how to apply the precision you've always used for keywords to the new world of prompt clusters and AI-driven discovery.
Webinar highlights
This session delivers a clear overview of the new search landscape—supported immediate, tactical approaches you can deploy right away.
- How LLMs interpret and group natural language for clarity on what drives visibility
- Guidance on structuring content for AI-driven discovery
- Practical methods for analyzing real AI-search behavior and what customers are truly asking
- Tactics to strengthen your positioning within AI responses
- An AI-focused framework for measuring success
Of course we have a present
- Traditional ways to attract clients
- How non-traditional tactics impact your client count and your brand
- Setting up a plan