Why traditional keyword research is failing and how to fix it with the intention of searching

After 25 years of working in the SEO, I first saw how traditional keyword research methods fail to remain with Google's progress.

In his SMX next presentation, I challenged SEO to challenge the old keywords beyond the functioning and embrace an intentions.

There are six major insights from that session.

1. Traditional Keyword Research is failing us

Traditional keyword research is no longer enough.

We have trusted devices that provide data on competition, search volume and relevance, but they do not highlight the reference hidden behind the discoveries.

For years, the SEO has given priority to the high-lecratory, low-perpetuate keywords, assuming that it will run the result.

Although it can work for the simple, lexical-based Google algorithm of the early 2000s, the approach decreases as it ignores the intention of discovery.

For example, keywords such as “solar panels” can have high search volumes.

But without reference, it is impossible to determine whether users are looking for products, financing options or general information.

Without understanding the intentions, the explosives take the risk of attracting traffic that never converts.

Today, success depends on moving beyond the search volume and focusing on the search intentions.

Deep digging: How to adapt for search intentions: 19 practical suggestions

2. Google is an AI search engine

Google is not a monolithic AI algorithm – this is a collection of AI systems that are working together:

• Understand the questions.
• Classes the material.
• Give the best results.

What has changed here:

• Google has improved its understanding of keywords and materials.
• There is a strong emphasis on user experience, with a priority material that is easy for users to consume.
• Google ranks pages based on relevance for intentions, even if the exact keywords disappear.

For SEOS, it means that the material should be aligned with the intention – not only keywords.

Well-structured, high-valued materials that directly address the questions of users will perform better than adapted pages for a completely keyword density.

Deep digging: Material Mapping: Who, what, where, when, why and how

3. The best way to highlight the intentions? Read snake

The number one way to understand the search intention is to study the search engine result pages (SERP).

Instead of estimating what a keyword means, analyzing what Google is already ranking provides a clear picture of the major intention behind a query.

For example, I once worked with an ecommerce company selling Biskoti cookies.

Initially, he targeted a high-trunk keywords such as the “chocolate biscot”, which expects strong results.

However, a quick SERP analysis showed that most of the top-ranking results were dishes, not product listing.

This indicated that the explorers were not looking to buy the biscot – they wanted to bake it.

Instead of pursuing high-volume terms with mismatched intentions, the company transferred its attention to a small amount of keywords with the intention of strong purchases, eventually improvement in conversions.

Visually following the keyword tool without SERP analysis can cause material that attracts traffic but fails to change.

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4. Prioritize the intention of searching on keywords

The real question is not what keywords people are looking for – why are they looking for.

As Google prioritize the intentions on the rapid keywords, SEO strategies must develop accordingly. A three-step process search can help align keyword research with intentions:

Identify goal intentions

Before diving into keyword research, 5-6 core search defines intentions that align with business goals. Examples include:

• “Compare mortgage rates” (for financial services)
• “Best protein powder for weight loss” (for fitness brands)

Filter keywords with intentions

Instead of focusing on a fully search volume and competition, filter the keywords based on the intention of clear purchase or action.

This approach refines traditional keyword research to actually focus on running conversions.

Choose material format matching intentions

The material must match the intention of the explorer, which often requires to move beyond the standard blog post. Some high performing material formats include:

• Comparison article (“Best Budget vs. Premium Running Shoes”)
• Top Purchase Guide (“How to choose an ergonomic office chair”)
• Interactive tools (eg, mortgage calculator, pricing estimor)

SEOs can dramatically improve engagement and conversion rates, by aligning keywords with intentions and material formats.

Deep digging: Rethinking your keyword strategy: Why adaptation for discovery intention matters

5. Invest in material formats that change better

Like the middle-off-the-fetal content-tuberculosis pages, the niche procurement guides, and the Q&A goes to rank and change more effectively than the normal blog content.

Traditional educational blog post traction, with direct answers with AI-conducted search results.

To remain competitive, the desert should create a high-value material that works on the next step of the explorer.

Some of the best performing material types include:

• Comparison material (“Best DSLR camera under $ 1,000”).
• Niche purchase guide (“Final guide for” ergonomic keyboard “).
• Interactive tools (eg, ROI calculator, pricing estimates).
• Video-first content, which improves engagement and discrimination.

The intention can significantly promote both transfer rankings and conversion into material formats.

Deep digging: Writing first material to people: a process and template

6. Use AI wisely, but prefer customer insight

The AI ​​devices are valuable to analyze and understand the intentions of searching, but they are not an alternative to real customer insights.

The best way to understand that explorers want to talk to real customers. The reaction from the interaction, chat log, and sales teams provides deep intentions insight compared to AI alone.

For those who do not have direct access to customers, speaking with sales representatives can be equally effective.

Sale teams repeatedly listen to the same customer questions, making those content ideas and keyword strategies an excellent source of insights.

Deep excavation: How to optimize your 2025 content strategy for AI-operated Serps and LLMS

[Watch] Next generation SEO keyword research: shift for search intentions from traffic

Want to take your SEO strategy to the next level? See my entire SMX next 2024 session here.