How Indian Businesses Can Find the Right Topics for AI Search

How AI search queries differ from Google queries

When people use Google, they tend to type short fragments: "CA firm Coimbatore," "interior designer Chennai fees," "GST registration process." Search engines then return a list of pages and the user decides which to visit.

When people use ChatGPT or Perplexity, they ask full questions the way they would ask a knowledgeable friend: "What should I look for when choosing a chartered accountant for my small business in Coimbatore?" or "How much does an interior designer typically charge in Chennai and what does the process look like?"

These are longer, more conversational, and more specific. The AI does not return ten blue links. It generates a response that either includes your business or does not. Understanding the kinds of questions people ask is the starting point for AI content strategy.

The three types of queries that matter for Indian businesses

1. Recommendation queries

These are queries where someone wants to find a specific type of business in a specific location. Examples:

• "Best tax consultant in Hosur for small manufacturing businesses"
• "Which accounting firms in Mysore handle both GST and income tax?"
• "Recommend a good website developer in Coimbatore who works with restaurants"

For recommendation queries, the AI needs to know three things about your business: what you do, who you serve, and where you operate. If your website does not state these clearly, you will not appear in recommendation responses.

2. Information queries

These are queries where someone wants to understand something before making a decision. Examples:

• "How much does it cost to build a house in Bengaluru in 2026?"
• "What is the process for GST registration for a new business in Tamil Nadu?"
• "What questions should I ask before hiring a digital marketing agency?"

For information queries, the AI cites websites that have detailed, accurate answers. If your website has a blog post or a FAQ section that answers these questions thoroughly, there is a chance the AI will cite your website as the source.

3. Comparison queries

These are queries where someone is evaluating options. Examples:

• "What is the difference between a CA and a company secretary for startup compliance?"
• "Should I hire a local web designer or use a website builder for my restaurant?"
• "AI search vs traditional Google search: what matters more for finding local businesses in 2026?"

Comparison queries are harder to target directly because the AI synthesises information from multiple sources. However, having clear, factual content that addresses the comparison gives you a chance to be cited as one of those sources.

How to find the right questions without paid tools

Most Indian SMBs do not need expensive keyword research tools. The most relevant questions are available through free methods:

Ask your clients directly

This is the most underused research method. Spend 30 minutes reviewing the questions clients ask you before they hire you. Make a list. These are exactly the questions potential clients are now typing into AI engines. Every question a client has asked you in a sales conversation belongs on your FAQ page.

Use Google's "People Also Ask" section

Search for your core service and city on Google. Look at the "People Also Ask" box that appears in results. These are real questions Google has identified as frequently asked about your topic. Many of them will also appear as AI search queries.

Type your queries into ChatGPT and Perplexity directly

Search for "best [your service] in [your city]" on ChatGPT and Perplexity. Look at the questions that appear in related suggestions or in follow-up question prompts. These tell you what variations people are exploring.

Check Google Search Console

If your website is connected to Google Search Console, the "Queries" report shows you what search terms people used before clicking to your site. Filter for queries that contain question words (what, how, why, which, when) and treat these as priority FAQ content.

Look at competitor FAQ sections

Find two or three competitors in your city who have detailed FAQ sections on their website. Read their questions. Note which ones you have not addressed on your own website. You are not copying their answers. You are identifying the questions your potential clients share.

Testing what AI already knows about your category

Before writing new content, test the current state. Go to ChatGPT and Perplexity and ask the queries most relevant to your business. Note:

• Does your business appear in the response at all?
• Which businesses are mentioned? Are they your actual competitors?
• What does the AI say about your service category in your city? Is the information accurate?
• What sources does Perplexity cite? Are any of them websites you could be listed on?

This gives you a baseline. If competitors are appearing and you are not, look at their websites. They likely have more detailed service descriptions, more FAQ content, or better structured data than you currently have.

How to use the questions you find

Once you have a list of 15 to 20 relevant questions, use them in these ways:

• FAQ sections: Add the top 5 to 8 questions to your home page and service pages with full paragraph answers. Add FAQPage schema markup to each FAQ section.
• Blog posts: Turn the more detailed questions into full blog articles. A question like "How much does house construction cost in Bengaluru in 2026?" can become a 600-word post with a breakdown of factors that affect cost, your own experience with clients in Bengaluru, and a call to action for a consultation.
• Service page content: Use the information queries to inform what you write on your service pages. If people ask "what is included in a GST audit?", your GST services page should answer this question explicitly.

The goal is not to game the algorithm. It is to make your website the most useful and specific resource about your services in your location. That is what AI engines cite.

Common mistakes with AI topic research

• Targeting national-level queries with a local business. If you serve clients in Hosur, writing content optimised for "best CA firm in India" is not useful. Focus on queries that include your city, district, or state.
• Writing content for questions nobody is actually asking. If your clients never ask a particular question, it probably does not need a full article. Stay close to the real questions from real clients.
• Creating content without mentioning your business details. A blog post that explains a topic well but never mentions that your firm in Hosur handles exactly this type of work misses a key opportunity. AI engines need to connect your expertise to your location and business identity.
• Publishing one article and expecting AI visibility. AI engines weight consistent, topically coherent content more heavily than a single well-written article. Plan for 8 to 12 pieces of content over a 3 to 4 month period before assessing results.

Frequently asked questions

Do I need a paid keyword tool to do AI content research?

No. For most Indian SMBs, the free methods described above (client questions, Google PAA, direct AI testing, Google Search Console) are sufficient. Paid tools add speed and scale but are not necessary to start.

Should I write in English or in my regional language?

Write primarily in English if your target clients are comfortable with English. AI engines in India currently process English content more reliably than regional language content for business queries. If your target clients primarily communicate in Tamil, Telugu, Kannada, or another language, content in that language is worth adding, but keep English as the primary version of your key pages.

How many topics should I create content about?

Focus on depth over breadth. Five well-written, detailed articles about your core service area are more valuable for AI visibility than twenty thin articles about loosely related topics. Start with the 5 questions your clients ask most often and write thorough answers to each one.

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Related reading:

• How to optimise website content for AI search
• What is GEO (Generative Engine Optimisation)?
• Free AI search visibility checklist