The Death of Traditional Keyword Research (And What’s Next)

Learn how to do keyword research in 2025.

Every SEO playbook you’ve leaned on for the last five years? Yeah, you might want to burn it. Search isn’t what it used to be, and neither is your audience. Something big is shifting, and if you’re not paying attention, you’re already behind.

Let’s talk about what’s really going on—and what you should be doing about it.

How Traditional Keyword Research is Outdated

It’s 11 p.m. You’re starving, your patience is hanging by a thread, and Google is your only hope. You don’t type “pizza.” You type, “best new york style pizza near me that delivers right now because I’m dying.” This is how we all search now - full thoughts, messy emotions, and very specific needs. Not only that, some people aren’t typing at all. They’re snapping a photo of their houseplant, uploading it to Google and asking search engines how to keep it from committing plant-murder.

Why? Because you’re a human. And humans don’t search like we’re programming a computer anymore. Yet so many businesses are out here obsessing over single keywords like it’s a secret cheat code to the internet. Spoiler: it’s not. It's up to SEOs to not only start doing things differently, but educating the c-suite that those vanity keywords are just that - vanity.

Traditional keyword research is becoming the digital version of trying to hand out flyers on a highway - outdated, misaligned, and a complete waste of your time. This is the world we live in: full sentences, voice commands, and now pictures are driving search queries. If your SEO strategy is clinging to yesterday’s tactics, your content isn’t just out of touch—it’s invisible. Let’s talk about why it’s broken (and what you should be doing instead).

The Rise of Conversational Queries: Long-Tail Isn’t Long Enough

Remember when optimizing for long-tail queries like “best cozy sweater” felt advanced? Those were the good old days. Now, even long-tail keywords are evolving into fully fleshed-out, conversational queries. People aren’t just asking about “beige cashmere sweaters”, today’s users are searching with full sentences and specific scenarios, like “What’s the best sweater for someone who’s always cold but hates itchy fabrics?”

As an SEO you should have always been recommending content that meets these needs, but you were probably recommending 5 different articles to be created to target different queries around that sweater. No judging, it’s been a smart move - and in some cases still is. However now search engines are moving toward preferring the one article that rules them all, instead of the one that best matches their specific search query.

It’s not just about sprinkling extra words into your phrases - it’s about writing content that mirrors how people actually talk. Search engines like Google are actively prioritizing conversational content. Not only because they know that’s what users respond to, but  with the new integration of AI this allows them to better summarize your content for zero-click AI summaries (not great for us, but it’s the world we live in - have to get that brand recognition where we can). If your website is still targeting keywords instead of questions, you’re not just leaving traffic on the table, you’re making it impossible for the right people to find you.

And here’s where it gets even more exciting (or terrifying, depending on how ready you are): People are using images the same way they use words. They take a photo of a plant they want to identify or a product they want to buy, and algorithms do the rest. If your content isn’t optimized for this visual-first world with clear images, proper alt tags, and context-rich captions you’re leaving money on the table.

Why High-Volume Keywords Are a Mirage

Let’s talk about the trap of high-volume keywords. They look so appealing, right? A term like “best mascara” might have 644,000 searches a month. But it’s a broad, generic query that attracts browsers, not buyers. Not only that, try competing for that phrase and see how much traffic you actually get for it. As anyone in the trenches of SEO knows, high intent means less competition, and traffic without intent is just noise.

Now imagine someone searching for, “What’s the best mascara that won’t smudge during a sweaty gym class?” That’s a buyer. They’re in the moment, desperate for a solution, and already halfway down the funnel. Fewer searches, yes. But infinitely more valuable.

SEOs have evangelized long-tail, less competitive keywords for eons now, so this is not news. But that long tail we’re used to targeting? Usually-3-4 words, max. Now we’re looking at full sentences. That long tail curve has flattened significantly. 

The truth is, if you do keyword research you’re probably going to find zero search volumes for the phrases people are actually using now. They are so varied, unique, and conversational that they are hard to predict and have no volume. This is exactly what makes current keyword research so difficult - optimizing for those high intent phrases that show big fat "0" search volume numbers. “But the data!”, you cry. Me too, my friend. How can we make arguments to spend resources creating content around terms that we can’t forecast traffic for? 

The trick to this is to optimize for the fluffy, super detailed personality-driven keywords in your copy but for the research dial it back to the beginning. If people are searching for “smudge-proof mascara to get through their gym sessions without stingy eyeballs” then we still need to go back to researching and tracking things like “best smudge-free mascara” - just go deeper in the content, knowing that the actual search traffic will be a little obscure, this is might be where Google Search Console becomes a good friend. 

The Shift in User Behavior

Search engines (and users) used to be predictable. People typed in words, search engines spit out links, and keyword research was about finding the most relevant phrases to rank for. Now voice search is growing, visual search is here, and AI-powered tools like ChatGPT and other large language models (LLMs) are setting a new standard for search experiences. These technologies have fundamentally changed how users interact with information, and, more importantly, what they expect from it.

These tools have taught users to expect more than a list of results. They want precise, conversational, and immediate answers to highly specific queries. And that shift in user behavior is reshaping keyword research at its core. It’s no longer just about finding popular terms or high-volume phrases—it’s about uncovering the exact questions your audience is asking, how they’re asking them, and even the context in which they’re searching.

Think about it: when users ask an AI tool or a smart assistant a question, they’re not looking for a list of links - they would pull out their phone and Google it. They’re expecting a clear, concise, and precise answer immediately. These interactions are training people to demand the same level of accuracy and relevance from all their online experiences. Whether they’re typing a query, snapping a photo, or speaking into their phone, users no longer have the patience to sift through irrelevant results.

The Multi-Device, Zero-Click, Platform-Hopping Reality

Let’s set the stage with an example. Thanksgiving morning, and I was feeling ambitious. Instead of sticking to my tried-and-true stuffing recipe, I decided to venture into the wild unknown of “gourmet Thanksgiving sides.” I grabbed my laptop, Googled “best Thanksgiving stuffing recipes,” and got lost in a sea of options. Twenty minutes later, I had three tabs open, two conflicting ingredient lists, and zero patience.

Fast-forward to the actual chaos of cooking. My laptop was abandoned on the dining room table, and I was frantically using my phone to search “how to know if your stuffing is too dry” with one hand while stirring gravy with the other. I clicked the first result, scanned the snippet, and never even opened the link—because Google already gave me the answer in bold text at the top of the page. And later? I took a photo of my beautifully crisp (read: slightly burnt) stuffing to post on Instagram, where a friend DM’d me a link to their favorite recipe—right on Pinterest.

That’s modern search behavior in a nutshell: a tangled web of devices, platforms, and zero-click results that somehow gets the job done. But if your keyword strategy isn’t built to handle this level of multi-tasking chaos, you’re going to be the website left unopened in someone’s stuffing saga.

This is how people search now. It’s fragmented, fluid, and chaotic. They’re moving between devices, hopping from Google to Pinterest to Instagram, and grabbing answers straight from search results. If your keyword research isn’t built for this reality, you’re not just missing the mark—you’re losing the audience before they even find you.

What This Means for You

Search is no longer a single step. Users are bouncing between phones, desktops, and tablets, each with different search behaviors. On the desktop, it’s long, detailed queries like “Thanksgiving stuffing with cranberries and sage recipe.” On mobile, it’s fast, specific problem-solving: “how to fix soggy stuffing.” If your keywords don’t reflect these shifts in intent across devices, you’re invisible when it matters most.

Then there’s platform-hopping. A search might start on Google, jump to Pinterest for inspiration, and end with a purchase on Amazon—or get sidetracked on Instagram when someone sees an influencer’s video. If your keyword strategy stops at Google, you’re only playing one inning of the game while others are closing the deal on other platforms.

And let’s talk about zero-click searches. Thanks to Google’s snippets, knowledge panels, and “People Also Ask,” users are grabbing answers straight from the search results. It’s annoying, sure, but also an opportunity: if your content is optimized to win those snippets, you’re still the name they remember, even if they don’t click through.

Finally, visual search is gaining ground. People are snapping photos of recipes, ingredients, and even table setups to find ideas and solutions. If your content doesn’t tie your visuals to keywords with strong alt text, descriptive filenames, and captions, you’re missing out on an audience that searches with their eyes instead of their words.

Redefining the Search Funnel: Beyond Linear Thinking

There used to be a comforting simplicity to the search funnel. Awareness led to consideration, consideration led to decision-making, and voilà—your customer clicked “buy” and everyone was happy. But in case you haven’t noticed, funnels don’t work like that anymore. Today’s search journey is more like a rollercoaster that loops back on itself, full of starts, stops, and unexpected detours.

For starters, the funnel isn’t linear because users aren’t linear. Someone might see your product on Instagram, Google a review while standing in Target, and then forget all about it until they hear their best friend rave about it a month later. SEO strategies that treat the funnel as a straight path—from keyword research for awareness to optimization for conversion—miss all the twists, turns, and re-entry points where potential customers are making decisions.

But here’s where it gets interesting: the funnel doesn’t stop at the purchase anymore. That’s where it starts for long-term SEO opportunities. After someone becomes a customer, what happens next? Do they search for how to use your product, troubleshoot a problem, or look for complementary purchases? Are they looking for loyalty programs, referral opportunities, or tips on how to maximize their purchase? These post-purchase behaviors are part of the search funnel too, and they’re a goldmine for keyword strategies that go beyond just acquisition.

Why Post-Purchase Matters for Keyword Research

Let’s talk about the underappreciated part of the funnel: what happens after someone clicks “buy.” SEOs often focus so hard on driving traffic and conversions that they forget about the lifetime value of those clicks. But post-purchase keywords are just as important as pre-purchase ones, and here’s why:

1. Loyalty is Searchable: Customers want to know how to get the most out of their purchase. They’re Googling things like “how to style a leather jacket” or “best recipes for my new air fryer.” If your content doesn’t serve those searches, someone else’s will—and you’ve lost an opportunity to keep your brand top of mind.
2. Referral Programs Are a Search Opportunity: People actively search for ways to recommend brands they love. Keywords like “best referral programs for pet owners” or “how to earn points with [your brand]” can capture audiences ready to advocate for you.
3. Repeat Purchases Happen Through Search: Think “compatible accessories for my [product]” or “how to restock my favorite serum.” These are searches you can capture with targeted keywords that show your understanding of customer needs after the sale.

Actionable Tip: Expand your keyword research to include queries tied to loyalty and repeat purchases. Use tools like Google Search Console to track how existing customers are finding you, and create content that keeps them engaged post-purchase.

SEO for the Non-Linear Funnel

If you’re still building keyword strategies that only address the awareness-to-purchase journey, you’re working with an incomplete map. Modern users bounce around the funnel unpredictably. Someone might hear about you in a blog post (awareness), then jump straight to reading reviews (consideration), only to pause their purchase decision and come back weeks later when they see your ad on YouTube.

Your SEO strategy needs to account for these shifts. That means:

1. Building Entry Points at Every Stage: Think keywords for people who are just learning about you (“what’s the best eco-friendly water bottle”), those comparing options (“[your brand] vs. [competitor]”), and those ready to buy (“best deals on [your product]”).
2. Supporting Decisions with Depth: Beyond targeting transactional keywords, create content that anticipates lingering doubts. Think “how [your product] compares to others” or “what customers say about [your brand].” Answer these questions directly to stay relevant across multiple stages.
3. Bringing the Funnel Full Circle: Don’t forget the post-purchase phase. Optimize for “how to clean [product]” or “tips for getting the most out of [your product].” These searches build loyalty, encourage repeat purchases, and create advocates for your brand.

The Future of Keyword Research: Funnels Without Borders

The search funnel is no longer a straight line—and it’s not just about getting people to the finish line of purchase. It’s about creating a cycle of engagement that continues long after the sale. Awareness, consideration, and decision-making still matter, but so do loyalty, advocacy, and retention.

By expanding your keyword research to include the messy, unpredictable nature of modern search behavior—and addressing post-purchase needs—you’re not just chasing clicks. You’re building a brand people trust and return to, again and again.

Using LLMs for Keyword Research: Your SEO Secret Weapon

Here’s a truth bomb: large language models (LLMs) like ChatGPT, Perplexity, and Gemini aren’t just helping users find answers—they’re exposing exactly what makes content rank, what types of sites dominate, and how you can build a keyword strategy that’s light-years ahead of your competition. If you’re not using them to reverse-engineer search behavior and sniff out opportunities, you’re leaving money on the table.

Start by Asking the Right Questions (and Paying Attention to the Answers)

LLMs are like SEO mirrors—they reflect back what works (and what doesn’t). Start by asking them questions related to your niche. Let’s say you’re in the fitness space. Ask ChatGPT, “What are the best recovery tools for marathon runners?” and watch what happens. You can check out my very in-depth post about everything you need to know about optimizing for LLMs. Look for:

• Who gets mentioned: Are brands being named? If so, those brands are doing something right. Study their strategies. What kinds of keywords are they ranking for? What formats are they using - blogs, videos, infographics?
• What sources are cited: Does the AI cite articles, YouTube videos, or e-commerce pages? If YouTube dominates, it’s time to consider video content. If articles are front and center, how are they structured? Mimic the structure that works.
• Any next-step suggestions: AI tools often nudge users toward related searches. If the answer includes something like, “You should also compare foam rollers and massage guns,” congratulations—you’ve just found your next set of content topics.

Decode AI Summaries: Why Some Content Gets Featured

If you’ve ever wondered why certain content shows up in AI summaries, here’s the cheat sheet: it’s all about structure. AI tools prioritize content that’s clear, concise, and ridiculously easy to summarize. Think bullet points, headings, FAQs, and short paragraphs.

• Action Step: Plug your keywords into a search engine and see if AI-generated snippets appear. Study the content being summarized—what makes it easy to distill into an answer? Emulate that clarity in your own content.
• Study what sites are being cited: What kind of content do they have? Is it articles, videos or rich in other kinds of visuals? You now know what Google is using to prioritize these summaries.
• Pro Tip: Focus on creating answers that are self-contained but tease deeper exploration. Think of it like showing the trailer, but they need to click your link to watch the full movie.

Know When Sponsored Content Is Crushing Your SEO Dreams

Reality check: not every search query is worth targeting. Some results pages are so jammed with sponsored products, ads, and shopping carousels that organic content barely stands a chance.

• Action Step: Test your target keywords in real-world searches. Are product ads dominating the fold? Are big brands squashing everyone else? If the top results are pay-to-play, pivot to less commercialized angles. Instead of “best air purifiers,” go for “how to choose the right air purifier for asthma” or “air purifier maintenance tips.”

Predict the Follow-Up Questions

Here’s where LLMs truly shine: they can predict what users are going to ask next. If someone searches for “best laptops for graphic design,” their next question might be “What’s the difference between Mac and PC for design work?” or “What’s a good budget monitor for color accuracy?”

• Action Step: Use LLMs to generate a chain of follow-up questions for your primary keywords. Build content that not only answers the initial query but also preemptively addresses those follow-ups. Boom—now your site is the one users keep clicking through to.

The AI Edge for Keyword Research: Turning Insights into Action

Here’s how to actually use LLMs to upgrade your keyword game:

1. Simulate Real Searches: Type in your target queries and see what comes up. Pay attention to cited brands, content formats, and how AI tools recommend next steps.
2. Expand Your Keyword List: Use LLMs to brainstorm related questions or niche topics. For example, “eco-friendly backpacks” might evolve into “best lightweight backpacks for travel” or “how to recycle old backpacks.”
3. Audit Your Content for Summarization: Pretend you’re the AI. Can you distill your content into a perfect snippet? If not, rework it. Focus on structure, clarity, and direct answers.
4. Track Brand Mentions: If competitors are consistently mentioned in AI summaries, study their SEO playbook. What are they doing that you’re not?
5. Optimize for Multiple Formats: If LLMs keep citing videos, infographics, or product reviews, expand your content strategy to include these formats.

The Bottom Line: Outthink the AI to Outrank the Competition

LLMs are changing how people search—and they’re giving you a front-row seat to what’s working and what’s not. Use them to decode search behavior, predict follow-up queries, and optimize your content for the AI-driven future. Because if you’re not leveraging these tools, you can bet your competition already is.

The New Playbook for Keyword Research

So, where do you go from here? It’s time to throw out the old playbook of “volume-first” keyword strategies and embrace a research process that’s as dynamic as the users you’re trying to reach. Here’s how:

1. Focus on Precision and Intent

• Target hyper-specific queries. It’s not “eco-friendly products”; it’s “best eco-friendly cleaning products for hardwood floors.” Precision wins clicks and conversions.
• Prioritize high-intent phrases. Skip the vanity metrics of high-volume terms. Look for keywords tied to user actions like “buy,” “find,” or “compare.”
• Plan for obscure searches. Don’t dismiss keywords with low or zero search volume—many conversational, long-tail phrases now fall into this category but drive high-intent traffic.

2. Combine Conversational and Visual Keywords

• Match conversational queries. Use tools like AnswerThePublic or “People Also Ask” to uncover user questions. Build content that mirrors how people talk and think.
• Optimize for visual search. Treat images as SEO assets. Use descriptive alt text, filenames, and captions that align with keywords users might associate with those visuals.

3. Leverage AI Insights

• Analyze what works. Use LLMs like ChatGPT or Perplexity to see what content types dominate your niche—videos, articles, infographics? Adjust your strategy accordingly.
• Track brand mentions in AI responses. Study how competitors are consistently cited, and mimic their approach in content clarity, depth, and optimization.
• Predict follow-up searches. Use AI to simulate user journeys, mapping out secondary and tertiary questions to capture related traffic.

4. Structure for Snippets and Zero-Click Searches

• Own the snippets. Build content with concise, direct answers that AI and search engines can pull into featured snippets or zero-click results.
• Format for easy summarization. Use clear headings, bullet points, FAQs, and short paragraphs to make your content LLM-friendly.

5. Plan for Multi-Device Journeys

• Different devices, different behaviors. Optimize for mobile users searching for quick solutions (“quick fix for soggy stuffing”) and desktop users conducting deeper research (“stuffing recipes ranked by difficulty”).
• Track device traffic. Use analytics to identify how and where users engage with your content. Tailor your keywords to match.

6. Get Visual SEO Right

• Optimize every image. Descriptive filenames like “fiddle-leaf-fig-care-guide.jpg” work better than “IMG1234.jpg.” Pair this with alt text that ties to common visual search queries.
• Adapt for platform behavior. If your audience is active on Pinterest or Instagram, create visuals and keywords tailored to those platforms’ trends.

7. Expand Beyond Google

• Research cross-platform search behavior. Use keyword data from Pinterest, YouTube, and Instagram to find untapped opportunities.
• Diversify your content types. If YouTube dominates your niche, expand your strategy to include video content optimized for visual and conversational keywords.

8. Build for Post-Purchase Engagement

• Loyalty keywords matter. Optimize for queries like “how to use [product]” or “compatible accessories for [product].” These searches keep your brand relevant post-purchase.
• Focus on retention and referrals. Create content for searches like “how to earn points with [brand loyalty program]” or “best referral programs for fitness products.”
• Encourage repeat purchases. Use keywords tied to reordering or complementary products, like “how to refill my [product]” or “what fits with my [brand product].”

9. Adapt to Non-Linear Funnels

• Build entry points everywhere. Target queries for users at every stage of the funnel, from “what is [product]” to “[brand] vs. [competitor].”
• Anticipate lingering doubts. Create content that answers specific objections or hesitations, like “how [your product] compares to [competitor]” or “real reviews of [your product].”
• Optimize for repeat engagement. Post-purchase searches are a goldmine. Think “how to clean [product]” or “tips for maximizing [product performance].”

The Final Word: Keyword Research for Real-World Search Behavior

Search behavior isn’t linear, predictable, or one-size-fits-all anymore. People are hopping between devices, snapping photos, and expecting answers tailored to their exact needs—immediately. Your keyword research needs to reflect this. Stop relying on outdated tactics and build your strategy for how people actually search - whether they’re at their desktop planning or in the middle of their kitchen chaos, and you’ll be the solution they didn’t know they needed.