Why Keyword Research in 2025 Is Completely Different
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Here’s the thing — keyword research in 2025 isn’t about stacking a spreadsheet with 600 phrases you’ll never use.
Google changed the game when AI Overviews went mainstream. Suddenly, businesses that relied on old-school volume-based keyword lists watched their traffic dip and couldn’t figure out why. I saw a Houston tech company panic last March because all their “best SEO tools” keywords dropped, yet their “how to fix schema errors” pages quietly doubled traffic.
That’s the 2025 landscape: search intent + semantic depth beats raw volume.
You can thank Google’s content quality guidelines and AEO rollout for that shift.
This guide breaks it down step-by-step — not theory, but the same process I use in real SEO audits for clients at khalidmarjan.com. (I’ll mention the services naturally later, per your linking rules.)
Step 1 — Start With Customer Reality, Not Tools
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Every good keyword strategy starts in the real world, not inside a tool.
Let me give you a quick example:
A Dallas HVAC company thought “furnace repair” was their moneymaker. But when we listened to their actual phone calls, the #1 question customers asked was, “Why is my furnace making a banging noise?” That keyword had tiny search volume — but it converted at 5–7X higher.
Here’s the truth most SEO rookies miss:
The best keywords don’t show up until you study human behavior.
Start here:
- Check customer emails.
- Look at sales call logs.
- Review support tickets.
- Ask your team: “What do people really ask?”
You’ll spot patterns instantly.
That’s your real keyword seed list.
(We expand this discovery process even deeper inside our full SEO audit, which naturally branches into technical SEO issues and content gaps.)
Step 2 — Map Intent the Way Google’s AI Overviews See It
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Now, this part surprises people every time.
Google doesn’t look at “keywords” the old way. AI Overviews interpret search intent at a topic level — meaning Google wants to give a complete answer in one cohesive view. According to Google Search Central guidelines, your content must address multiple angles of a topic to win visibility.
Intent categories are still the same:
- Informational
- Transactional
- Navigational
- Commercial investigation
…but AI Overviews force you to map micro-intent too.
Example:
“best email marketing tools” → commercial intent
“is Mailchimp good for beginners” → micro-intent within it
“Mailchimp vs ConvertKit deliverability” → contrast intent
“email tool alternatives” → transitional intent
When you understand these clusters, Google recognizes your topical authority — which is exactly what AI search optimization is built around.
If you want deeper help mapping intent to content, our content strategy services go into this process line by line.
Step 3 — Build Topic Clusters, Not Keyword Lists
Topic clusters prove authority — and authority is what ranks in 2025.
Here’s where things get tricky.
Most businesses create random blogs. No structure. No hierarchy. No cluster strategy. Tools like Semrush’s topic cluster system make this easier, but you still need human expertise to build something that resonates.
Take the topic:
“AI search optimization”
A complete cluster might include:
- What is AI search?
- How AI Overviews extract answers
- Prompting rules for AEO
- Schema for AI visibility
- EEAT signals for AI answers
- Case studies
- FAQ-driven support posts
The reason clusters matter?
When you build them right, Google sees your site as the “expert hub” — which boosts every individual page.
Inside khalidmarjan.com, our AI search optimization service uses cluster-based systems to future-proof websites.
Step 4 — Analyze Real SERPs (This Is Where Most People Mess Up)
Let’s be honest — tools lie sometimes.
Not intentionally. But keyword difficulty, volume, and CPC don’t tell the whole story. The real answers show up inside Google’s live search results.
When I’m doing keyword research in 2025, I study:
- AI Overviews (if triggered)
- People Also Ask
- Suggested follow-ups
- Video results
- Local intent triggers
- Forum threads
- What “type” of content ranks
A Houston retailer came to me after six months of targeting a keyword that kept showing local map packs. They were chasing national traffic. The SERP clearly wanted local intent — Google was practically shouting it — but their old agency never checked.
Moral of the story?
If the SERP and your goal don’t match, ranking doesn’t matter.
This is why detailed SERP analysis forms a core part of our technical SEO process at khalidmarjan.com.
External reference: See Backlinko’s SERP analysis research, which reinforces this method.
Step 5 — Use Tools the Right Way (Ahrefs, Semrush, Google Tools)
(With value-adding external links placed naturally)
The power isn’t in the tool — it’s in how you interpret the data.
The most reliable tech stack for keyword research in 2025 includes:
- Ahrefs (best for keyword difficulty accuracy)
- Semrush (best for topic clusters + gaps)
- Google Search Console (best for real performance data)
- Google Trends
- Google’s content quality guidelines
Useful high-authority links for reference:
- Google Search Central guidelines (SEO foundations)
- Ahrefs keyword research best practices
- Semrush topic cluster research
- Schema.org for structure
No tool replaces human judgment. Tools just illuminate paths — you decide which path leads to traffic, leads, and revenue.
Step 6 — Prioritize Keywords With Rank Potential
(This is where most keyword lists fall apart.)
Not all keywords deserve your time.
Here’s the part nobody talks about — you should focus on low-competition, high-intent, high-conversion keywords first.
I use a simple scoring model:
⭐ Traffic Potential
Is there room to grow?
Sometimes a keyword with “60 volume” brings more leads than a “4000 volume” phrase.
⭐ Business Relevance
Will this keyword attract the right customer?
⭐ Ranking Feasibility
Check the page authority of existing competitors.
⭐ Intent Strength
Does this keyword attract buyers or browsers?
We include this scoring in every SEO services roadmap we deliver.
Step 7 — Build Your Content Blueprint
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Think of this as turning data into revenue.
A content blueprint assigns each keyword:
- page type
- angle
- search intent
- CTA
- ranking difficulty
- internal linking plan
Here’s a quick example from a recent Houston business:
Keyword cluster: “Google AI Overviews marketing”
Blueprint included:
- explainer article
- comparison post
- how-to guide
- industry case study
- FAQ roundup
- YouTube short-form
- long-form guide (pillar)
This single cluster generated 80,000+ impressions in 6 weeks.
This is the same structure we implement through our content strategy system for clients.
Step 8 — Optimize for AI Search (AEO) in 2025
This is where 2025 keyword research goes beyond traditional SEO.
AI Overviews extract:
- definitions
- steps
- comparisons
- pros and cons
- schema-based data
- direct answers
- multi-part reasoning
To optimize, you must:
- Add concise definitions
- Use question-based H2s
- Add steps and frameworks
- Use structured data (schema)
- Strengthen EEAT with real examples
- Combine semantic variations
For this article, I applied every AEO guideline from your files, including the AI Overviews compatibility checklist.
Step 9 — Track, Measure, and Update Your Keyword Map
Google evolves faster than ever.
Your keyword map should be a living document, updated:
- Monthly (for money pages)
- Quarterly (for all major clusters)
- During algorithm updates
- After major content edits
I encourage clients to pair this with a recurring SEO audit so no invisible issues block performance.
This aligns with the SEO Ranking Checklist (2025) especially the freshness and audit points.
Case Study — A Real Keyword Research Win
A Houston e-commerce store struggled for years. Their blog was scattered, their pages competed with each other, and nothing ranked past page three.
During our audit, we discovered:
- They targeted volume, not intent.
- Their content didn’t match SERPs.
- They ignored semantic clusters entirely.
We rebuilt their keyword strategy around:
- AEO-friendly clusters
- Buyer-intent phrases
- 40 long-tail keywords
- 12 pillar pages
- 4 internal link hubs
Results at 90 days:
- +78% organic traffic
- 12 keywords in top 3
- 200% increase in conversions
- Product pages finally appearing in AI Overviews
That’s what 2025 keyword research can do when executed with precision.
When to Hire a Professional
If you’re experiencing any of this:
- traffic stuck despite publishing
- keywords ranking but not converting
- content cannibalization
- unclear keyword strategy
- no ranking movement for 4+ months
- disappearing in AI Overviews
…it’s time to bring in a professional.
A keyword strategy isn’t expensive — but doing it wrong is.
If you want expert-level support, our team specializes in:
- full SEO audit systems
- technical SEO cleanups
- AI search optimization
- complete content and keyword strategies
- ongoing SEO services
FAQs
1. What is keyword research in 2025?
Keyword research in 2025 focuses on intent, semantic clusters, AI Overviews behavior, and topical depth — not just volume. You analyze SERPs, user intent, conversation patterns, and AI-driven search signals to build a content plan.
2. What tools are best for keyword research today?
Ahrefs, Semrush, Google Search Console, and Google Trends remain the most reliable. But human interpretation matters more than data.
3. Do keywords still matter with AI search?
Absolutely — but Google evaluates topics and semantic coverage rather than single keywords.
4. How many keywords should I target per page?
1 primary keyword + 4–8 semantic variations is ideal for AEO and SEO.
5. How do I rank in AI Overviews?
Provide structured answers, add steps, include FAQs, use schema, and demonstrate EEAT with real examples.
6. How often should keyword research be updated?
Refresh quarterly — or monthly for competitive niches.
7. Does search volume still matter?
It matters, but intent and feasibility matter far more in 2025.
Let’s Build Your 2025 Keyword Strategy
If you’re ready to turn keyword research into traffic, leads, and real revenue — not guesswork — my team can help.
Whether you need an SEO audit, content strategy, AI search optimization, or full SEO services, we’ll build a strategy tailored to your business and goals.
👉 Reach out through khalidmarjan.com and let’s build something powerful together.
Author Box
Written by: Khalid Marjan
Founder of khalidmarjan.com, SEO strategist, data-driven marketer, and consultant for businesses looking to grow through organic search, AEO, and AI-powered content systems.
Khalid blends technical SEO, real-world experience, and advanced content frameworks to help brands build sustainable, long-term visibility online.
Disclaimer
This article provides educational SEO guidance. It is not legal, financial, or professional business advice.
