Are Keywords Losing Their Crown?
For decades, keywords were SEO’s compass. Agencies invested considerable time in keyword research, focusing on search volume, difficulty scores, and SERP rankings. But in 2025, the game has changed.
With Google’s AI Overviews, ChatGPT, and other AI-driven platforms, search isn’t about exact phrases anymore; it’s about understanding intent. Instead of serving up “10 blue links,” Google increasingly answers queries with AI-written summaries, blending and reshaping content to meet user needs instantly.
For businesses across the UK, this means keyword-first strategies are no longer enough. Search intent is now the driver.
Semrush’s Findings: Keywords in the AI Era
Recent Semrush research (10M+ keywords, 200K+ queries) shows just how much has shifted:
- AI Overviews now appear in 13.14% of US desktop queries (up from 6.49% in January 2025).
- 88.1% of triggers are informational searches, making top-of-funnel strategies the most exposed.
- Commercial query triggers grew from 6.28% to 8.69%, while navigational queries doubled from 0.74% to 1.43%.
- Zero-click rates dipped slightly, from 38.1% to 36.2%, indicating that users still interact with AI-augmented SERPs.
- Fastest growth categories: Science (+22.27%), Health (+20.33%), Law (+15.18%).
The conclusion? Keywords still matter, but AI interprets them differently.
Why Search Intent Now Beats Keywords
1. From Keywords to Intent
AI doesn’t just scan phrases; it deciphers intent.
Search for “best solicitor Bournemouth” and AI won’t just count keyword matches; it surfaces trusted, authoritative local solicitors with strong reviews and SEO signals.
2. Entities Over Phrases
Google Maps queries to entities, such as brands, places, and concepts, not just words. That makes entity optimisation (reviews, schema markup, mentions) as important as keyword targeting.
3. Zero-Click Answers
With AI Overviews often providing the entire answer in-SERP, the goal isn’t just a click; it’s being the brand cited in the Overview itself.
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Contact Our SEO ExpertsWhat This Means for SEO Strategy
- Don’t Abandon Keywords — Redefine Them
Keywords are now gateways to intent, not the end goal. Use them to build topic clusters, FAQs, and content pillars, not just landing pages. - Focus on Authority Signals
Google rewards E-E-A-T: experience, expertise, authoritativeness, trust. Reviews, PR, and brand mentions matter more than keyword frequency. - Structure Content for AI Readability
AI engines love clarity: Utilise FAQs, bullet points, concise definitions, and rich content formats designed for machine interpretation. Schema markup helps Google accurately cite your content. - Optimise for Entities
Keep your brand consistent across directories, listings, and media. This ties your business identity together, a core part of online marketing.
FAQs: Keywords and AI Search
Q1. Are keywords still important for SEO?
Yes — but now they map intent, not rankings alone.
Q2. What is replacing keywords in SEO?
Search intent, entity optimisation, and authority signals like reviews and structured content.
Q3. Why are informational keywords most affected?
Because AI Overviews excel at summarising top-of-funnel content, reducing clicks.
Q4. Do commercial keywords still work?
Yes. Many high-value commercial terms (CPC > £2) remain ROI-rich and less susceptible to AI impact.
Q5. How can I optimise for AI Overviews?
Use structured content, FAQs, and authoritative data, and ensure your brand is cited across trusted third-party sources.
Q6. Can small businesses in Dorset compete with national brands?
Absolutely. AI Overviews prioritise authority and trust signals, not just brand size.
Q7. Will AI make keyword research obsolete?
Not obsolete, but keyword research must now include topic clusters, entities, and intent mapping.
Q8. Should I still invest in content around keywords?
Yes. However, content must fully address the intent, backed by authority and evidence.
The Evolution of Keywords
Keywords aren’t dead — they’ve evolved.
In 2025, success isn’t about matching phrases; it’s about aligning content with user intent, authority signals, and AI readability. Brands that adapt will show up in AI Overviews. Those clinging to keyword-first tactics will fade into obscurity.
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At Digital Hype, we help businesses across the UK adapt their SEO strategies for the AI era, ensuring your brand is cited, trusted, and visible.
