We’ve all heard SEOs endorsing the idea that keywords are your safe zone. The one thing that can get your traffic bolstering through the charts. But is SEO only really about keywords?
According to a 2024 study, 60% of Google searches end without a click, so why are we still optimizing for keywords? Simply put, just to show up.
On search, showing up is a way of telling search engines and your audience that your business is worth a shot.
And while the dynamics of SEO keyword research in 2025 have shifted, it surely isn’t enough to steal the value of those top 10 positions on the SERP.
Keywords | The Fundamentals
Keyword research to SEO is what a compass is to a navigator — essential for setting the right direction and reaching the destination effectively. These are search terms or phrases commonly used by your audience to search for the things you have to offer.
But seeing the rise of zero-click searches on Google, we’re forced to ask if keywords are still relevant in SEO? Do keywords really hold the same value, given that the dynamics of search are not the same and rely more on quick scanning of useful information?
Yes, keywords are still important in SEO. Because SEO isn’t only about generating traffic, it’s also about establishing brand credibility and trust. So when a user reads your Featured Snippet or sees you cited in an AI Overview, that leaves a brand footprint.
It may not always result in a click, but keywords can get you seen.
The Role of User Intent in SEO
Are keywords still relevant in SEO when they don’t match search intent? Of course not. Let’s suppose you sell car engine parts. In this case, you can’t be targeting keywords like “rental cars” or “car paint.” However, you may talk about which type of car the engine can be installed in or which high-heat engine paint can be used on a particular model.
Because the searchers have a completely different intent looking for these keywords, it’s best to use them for semantic value rather than using them as focus keywords simply because they have higher traffic.
Here’s what a Redditor had to say when the OP asked if it’s smart to steer from literary keywords and use unrelated niche terms as well.
“As a topic, hit on ideas related to the subject, on closely related topics to the subject, but perhaps not the subject itself, but not far enough to turn that toast site into a Jam Blog.”
What he was trying to say is that it’s cool to explore closely related topics, but they shouldn’t stray far from the core niche topic.
So, the crux of the discussion is that the priority should always be given to relevance in search intent. Identify which type of keywords you should target after you’ve analyzed which type of search intent you’re planning to meet:
- Informational intent
- Commercial intent
- Local intent
- Purchase intent
The SEO Pillars | What SEO Really Is
In search engine optimization, a keyword is like that friend who introduces you to like-minded individuals in your work industry so you can have more exposure. It’s also an important on-page factor that helps search engine crawlers identify the context of a page’s content. But is SEO just about keywords? Not really. It combines a list of on-page, off-page, and technical elements to fulfill the search’s demand.
So, what else is important in SEO? Let’s dive into it.
Technical SEO:
Technical SEO refers to a website’s user experience and interface. Its success may be driven by two factors: ease of use for users and ease of crawl for search engines.
This ultimately means maintaining optimal site speed, using a mobile-friendly interface, and ensuring crawlability. These are your Core Web Vitals (CWVs) that are explicitly mentioned in the Google Page Experience guidelines.
Performing technical SEO is a consistent work-in-progress, requiring regular monitoring of crawl errors, broken pages, speed issues, and duplicated pages. So while keywords are still relevant in SEO, they can’t do the job alone without the completion of this technical SEO checklist.
- Optimize robots.txt to ensure important pages are not blocked.
- Upload an accurate sitemap on Google Search Console to make sure your website can be crawled. Regularly monitor and fix crawl errors that may appear later on.
- Use a neat URL structure with keywords and implement HTTPS across the entire site.
- Determine which pages have duplicate content and set canonical tags to consolidate ranking signals.
- Implement schema markup on blog pages, product pages, press articles, and more to assist search engines understand and present your content better.
- Build a responsive design that automatically fits a mobile screen. You can use Google’s Mobile Friendly Test Tool to see how your website’s mobile version looks like.
- Optimize Core Web Vitals (LCP, FID, CLS) to meet Google’s performance benchmarks.
- Improve website navigation using intricate breadcrumbs.
Backlinks & Authority:
Backlinks are the backbone of off-page SEO and heavily rely on effective keyword research in 2025. Link building is a process of gaining high-quality editorial links, referral links, and collaboration links from established players in your niche. You can’t find them unless you know which keywords to look for. This is why, backlinks and keyword research go hand-in-hand. One can’t solely handle all the burden of search engine optimization.
Use this off-page SEO checklist to complete this part of the SEO puzzle.
- Craft a strategically sound plan to kickstart your link-building plan.
- Perform competitor backlink analysis or try manual research to find opportunities for high-quality referral links.
- Create link-worthy content (original research, infographics, data studies, etc.) as linkbait for different websites to cite you as a source in their content pieces.
- Began outreaching to potential linking partners and guest posting sites for content collaborations.
- Engage and add value on forums, social media, and PR platforms to improve brand visibility and trust.
- Monitor backlink progress and track the SEO impact of those backlinks by using metrics as signals, including domain authority, referral traffic, and number of backlinks.
On-Page Optimization:
For on-page search engine optimization, keywords make up a fundamental element. However, on-page SEO isn’t complete with keyword optimization alone — other critical elements must work together to form a well-rounded and effective strategy.
- Optimize the length, language, and keywords for meta title and description to capture the searcher’s attention.
- Put special focus on internal linking to pass link juice to your main (priority) pages.
- Create high-quality, value-driven content that addresses search intent effectively.
- Build content structure mindfully, using H1, H2, H3 tags to make it easier for search engines to crawl and understand.
- Use Alt Text in images.
Takeaway?
To sum it up, SEO is not just about keywords, and while keywords still have a significant value in modern SEO strategies, they can’t be the sole player on the field.
Combining on-page, off-page, and technical SEO is essential to cover all bases and ensure consistent growth. With that, we wish you the best of luck in your SEO optimization journeys!