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
- Start with your services: List every service you offer and variations of how customers describe them
- Check Google Search Console: See what queries already drive traffic to your site
- Review peer keywords: What terms are other agencies ranking for?
- Analyze AI conversations: What questions do AI assistants answer in your industry?
- 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.
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Tony Paris
Founder and Tech Wizard at AppWT Web & AI Solutions. With over 29 years of experience in web development, Tony helps businesses succeed online through custom websites, SEO, and AI integration.
Learn more about TonyFrequently Asked Questions
Is keyword research still important in 2025?
Yes, but it has evolved. Traditional keyword research now includes conversational queries (how people ask AI), question-based searches, and user intent analysis. Understanding what people search -- and how they phrase it -- remains fundamental to content strategy.
What tools are best for keyword research?
Google Search Console (free, shows actual queries driving traffic), Ahrefs, SEMrush, and Ubersuggest are strong options. Also review AI assistant conversations, Google autocomplete, "People Also Ask" boxes, and customer questions from your sales team.
How do I research keywords for AI search?
Ask AI assistants the questions your customers would ask. Note the phrasing, follow-up questions, and businesses mentioned. Use these conversational patterns to create content that answers the same questions. AI queries tend to be longer and more conversational than Google searches.
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