The death of keywords: So what is SEO really about today?
Once upon a time, SEO was all about finding the right keywords, popping them into the text and watching the traffic roll in. Those were the days! But - those days are gone. Some argue that keywords are more or less dead, although no one really wants to admit it.
What has happened is a slow but steady change in the way Google works. The search engine that once rewarded us for putting the right words in the right place has become much smarter - and more unpredictable. It's no longer about 'ranking on keywords', but about understanding how Google presents information and how we can get a place there.
Google has changed the game
One of the biggest changes? JavaScript. As of January, Google requires JavaScript to be running for pages to be indexed, making it significantly more difficult (and expensive) to track rankings. That means the classic SEO tools, like Ahrefs and Semrush, are now fighting an uphill battle. Google has always had a semi-cushy relationship with rank trackers - tolerating them but never really approving of them. Now they're putting even more of a spanner in the works. But this is really only a small part of the bigger problem: rankings matter less than ever.
A couple of years ago it was simple - if you were number one on Google for a keyword, you could expect to get a good chunk of clicks. Today? Not nearly as obvious.
Search results are full of distractions
Remember when Google only showed ten blue links? Those days are gone too. Today we have Featured Snippets, People Also Asked, video carousels, local results in boxes, shopping ads, etc. and integrated AI-generated answers have not yet come to Europe (except the UK, which is not part of the EU), this is mainly due to Europe's regulations and the so-called European Digital Marketing Act, which would have made "regular" search results come even further down the results list, but it will probably come this year, no one really knows when. And if you are not the one who appears in these boxes and other answers, then you can count on many visitors never even coming to your site.
Google has become so good at answering questions directly in search results that more and more searches never lead to a click. A study done on Google US by Sparktoro shows that 37 % of all searches end without anyone clicking on any result at all. And it only gets worse with AI Overviews, where Google provides long and well-informed AI-generated answers that make it unnecessary to click further. However, recent studies show that clicks from AI search tools have a significantly higher quality and lead much more often to a conversion, which is due to the fact that the visitor has come further in their so-called research phase.
So what should we do instead?
If we can no longer rely on keywords and rankings to bring us the traffic we need, what is the alternative?
1. stop chasing keywords and start understanding intent
Google is all about answering questions and meeting the needs of searchers. It is no longer important to 'find the right keywords' but to understand what people actually want answers to - and give it to them in the form that gets the most attention.
2. Optimise for SERP* features and AI responses
Do you want to be seen? Then you need to aim for Featured Snippets (A Featured Snippet on
Google is a specially selected search result that appears at the top of the search results above
the usual organic results), video carousels and AI-generated responses. Creating content that's perfect for these formats is key to getting traffic today.
*search engine result page
3. look at the bigger picture - aggregated traffic
Instead of focusing on specific keywords, we should look at the big picture. Which pages drive the most traffic? What types of content perform best?
4. Use data sources other than Google Search Console
Google already hides a large part of search data (Ahrefs estimates that 50 % of searches are filtered out for "privacy reasons" seodr.® says about 30%, what is certain is that there is not an exact figure). To understand what works, we need to start analysing other platforms, like YouTube, paid search data, etc.
Key SEO trends in 2025
In addition to understanding intent and optimising for SERP features, there are several
other key SEO trends to keep an eye on for 2025:
- GEO (Generative Engine Optimisation): With the rise of AI comes generative
techniques to play a bigger role in SEO. - Technical SEO: Core Web Vitals, mobile optimisation and technical performance are essential for a good user experience.
- Voice and image search: These search methods are becoming increasingly important with the growing use of
smart assistants, so-called AI agents and visual search tools. - Unique and brand-building content: Content that is authentic and
value creation will be rewarded by search engines. - New legal requirements for websitesseodr.® delivers many websites every year and is already working to the new EU Web Content Accessibility Guidelines (WCAG) legal requirements that will be introduced in June 2025.
The future is not keywords - it is intention
SEO is changing, whether we like it or not. Staring blindly at a list of keywords and trying to climb the rankings is like trying to win a football match by focusing only on corners. It's the game that counts, not individual moments.
The future of search is about intent and context, and AI is changing the way we search. So let's let go of the past and start adapting to the new reality. The age of search is over - and it's time to rethink.
Do you need help with SEO on your website?
Contact us at seodr.® and we will guide you through the new ways of searching for information.
