Should You Still Be Doing Keyword Research?
One question that continues to stir debate among marketers, SEO experts, and business owners alike is: Are keywords dead? Over the past few years, with the rise of AI, machine learning, voice search, and semantic search algorithms, traditional SEO strategies have had to evolve. But does this mean keywords are no longer relevant? The short answer is no.
At BrightonSEO in San Diego, Nicolas Garfinkel presented the idea that keywords aren’t dead; they’re just complicated. Let’s examine keywords and their evolution in more detail. And, if you’re thinking that you don’t need to refine your keyword research, Garfinkel shared that 97% of content gets ZERO Google traffic. So, stick around, and let’s fine-tune your strategies.
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Why Keywords Are Still Important
First, let’s address the elephant in the room: keywords are still important. They serve as the foundational building blocks of SEO. Keywords signal to search engines what your content is about and help your audience find your website when they enter specific terms in the search bar.
Search Engines Still Rely on Keywords
Despite the sophistication of search engines like Google, Bing, and others, these platforms still rely heavily on keywords to understand the content of a page. While search engines have become much more advanced in understanding context, search intent, and semantics, they still need explicit keywords to categorize and rank content effectively.
User Behavior is Keyword-Driven
Even as voice search and AI-powered search continue to grow, users still often rely on keywords, whether typed or spoken. Keywords are the terms and phrases users naturally search for when looking for information, products, or services. They reflect user intent—what people are looking for, how they’re asking questions and the language they use. Optimizing for these search terms ensures you’re aligned with your audience’s needs.
For example, Garfinkel shared results from two very similar searches. He used “Best Coffee Maker” and “Top Coffee Maker” as his searches. Because the phrases are nearly identical and have the same intent, you would think the results would be the exact same. However, they weren’t. While the top two spots were the same, the rest were varied. From this, we know that keyword rankings for near-identical queries are very different.
SEO Algorithms Evolve, but Keywords Are Core to Ranking
The algorithms used by search engines are constantly evolving, with updates like Google’s BERT and RankBrain focusing on understanding context, sentiment, and user intent. However, these advancements have not made keywords obsolete. They have simply made it clear that context and relevance are paramount. Keywords still play an essential role in guiding search engines toward the most relevant content.
The Evolution of Keywords in SEO
From Exact Match to Semantic Search
In the past, SEO professionals relied heavily on exact match keywords—using the exact terms that users were likely to search for. Today, search engines understand the context and semantics behind search queries.
For example, if someone searches for “best restaurants in San Diego,” Google doesn’t just look for pages that include this exact phrase. It understands that terms like “top-rated eateries,” “best food spots,” or even “San Diego dining options” are semantically related. This shift means that SEO now requires a more natural, comprehensive approach to keyword optimization—focusing on broader topics and related terms, rather than simply targeting a list of exact match keywords.
Search Intent is King
In 2024, understanding search intent has become a priority for SEO professionals. Search engines aim to deliver results that meet user intent, which can be informational, transactional, navigational, or commercial. Rather than focusing on individual keywords, SEO efforts must now focus on the broader search intent behind the queries.
For example, someone searching for “best laptops for gaming” is likely looking for product reviews, comparisons, or purchase options. The keyword “gaming laptops” is essential, but understanding the user’s intent is what ultimately drives the content that will rank well and earn those coveted clicks.
The Rise of Long-Tail Keywords
Long-tail keywords, or more specific and longer search queries, are becoming increasingly valuable for capturing search intent. Long-tail keywords help brands target niche audiences with higher intent, leading to better conversion rates. With voice search becoming more prevalent, long-tail keyword optimization is essential to stay ahead of the competition.
An example of a long-tail keyword could be “best gaming laptops under $1,000 for college students.” This highly specific query reflects a very particular search intent and is more likely to drive qualified traffic to your website.
AI and NLP Are Shaping Keyword Strategy
AI-driven tools, such as OpenAI’s GPT models, and Google’s natural language processing (NLP) capabilities, have revolutionized how search engines interpret and rank content. These technologies can understand nuances in language, meaning, and even tone. Because of this, keyword stuffing (overloading your content with keywords) is no longer an effective strategy.
Search engines can now understand the context surrounding the keywords. For example, if you write a blog about “how to bake a chocolate cake,” Google will understand the various aspects of this topic, even if you don’t repeat the phrase “chocolate cake” over and over again.
AI’s growing influence means that a good keyword strategy should focus on quality content, making sure your copy is valuable, comprehensive, and naturally integrates relevant terms and phrases.
How to Approach Keyword Research in 2025
Start with User Intent
When conducting keyword research, always start by considering user intent. Ask yourself:
- What are users really trying to find with this search term?
- Are they looking for information? Are they ready to make a purchase?
- What problems or questions are they trying to solve?
Optimize for Long-Tail Keywords
Focus on long-tail keywords and niche topics. These keywords may have lower search volume but tend to convert better, as they target users who are further along in the buying journey and have more specific needs.
Use AI to Identify Keyword Gaps
AI tools can be used to uncover keyword gaps in your current content strategy. These tools can analyze your competitors’ content and identify keywords they’re ranking for that you aren’t. You can use this information to improve your own content and fill in any gaps. By covering these gaps on your own website, you can even start to make your way toward topical authority. You can learn more about our topical authority strategy by contacting our digital marketing team at (858) 333-8950.
Focus on Content Quality and Relevance
Keyword optimization should no longer be about cramming as many keywords as possible into your content. Instead, focus on creating high-quality content that addresses the searcher’s intent and provides real value. Google’s E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) guidelines mean that the relevance and authority of your content are more important than ever.
Optimize for Voice Search
As voice search becomes more prevalent with devices like Amazon Alexa, Google Assistant, and Apple Siri, it’s crucial to optimize for natural, conversational phrases. Voice queries tend to be longer and more specific, so focusing on long-tail keywords and question-based phrases will help you rank higher in voice search results.
Monitor and Adapt to Algorithm Updates
SEO is always evolving, and staying up to date with algorithm changes is essential. Google’s Core Updates directly impact how content is ranked, so understanding these updates and adjusting your strategies accordingly is critical. And with the recent news that Google will be rolling out Core Updates more frequently, you need to stay on top of their refined algorithms or risk dropping off the result pages.
Keywords Aren’t Dead, They’re Just More Complex
While SEO strategies must evolve to incorporate new factors like user intent, semantic search, and AI, keywords are still a critical component of any SEO campaign. The key is to approach keyword strategy with a holistic mindset that focuses on quality content, understanding searcher intent, and optimizing for both traditional and conversational keywords.
At our digital marketing agency, we stay ahead of SEO trends to help our clients succeed in a rapidly changing landscape. If you’re ready to refine your SEO strategy and make sure your brand is visible in search results, contact us today at (858) 333-8950 for a free consultation.