Keyword Research in 2025: Finding What Your Customers Actually Search

Keyword research is the foundation of content strategy. Without it, you are guessing what your customers search for. With it, you create content that meets real demand.

The Evolution of Keyword Research

In 2025, keyword research encompasses three types of queries:

• Traditional search queries: "web design Michigan" -- typed into Google
• Voice search queries: "Who is the best web designer near me?" -- spoken to Google or Siri
• AI conversational queries: "I need a website for my small business in Michigan. Can you recommend someone affordable?" -- asked to ChatGPT or Claude

Each query type requires different content approaches. AI queries tend to be longer, more conversational, and more specific.

Keyword Research Process

1. Start with your services: List every service you offer and variations of how customers describe them
2. Check Google Search Console: See what queries already drive traffic to your site
3. Review competitor keywords: What terms are your competitors ranking for?
4. Analyze AI conversations: What questions do AI assistants answer in your industry?
5. Map keywords to pages: Each target keyword cluster should have a dedicated page

Search Intent Matters More Than Volume

A keyword with 100 monthly searches and commercial intent is more valuable than one with 10,000 searches and informational intent. Focus on keywords where the searcher is looking to buy, hire, or take action.

AppWT conducts comprehensive keyword research as part of every SEO and GEO engagement. Learn about our research process.