Today’s SEO experts are focusing on something else entirely to get more traffic to their websites. Let me show you why keywords alone won’t get you the page ranking results you seek.
The first thing you should consider and understand is the concept of zero-click searches. The truth is that even when you are ranking higher on Google, the way people interact with search results is changing.
Table of Contents
How many times have you found yourself getting the answer you need without clicking on a website lately?
Zero Click Searches
Zero-click searches and AI summaries are changing how we use keywords. They are making traditional keyword strategies less important.
In zero-click SERPs, users find answers right on the search results page. This happens through features like featured snippets, knowledge panels, or instant answers. They do not need to click on a website.
Featured Snippets in search engine results pages
Knowledge Panels in search engine results pages
Instant Answers in search engine results pages
This means that even if you rank high for a keyword, users might not visit your site. They may find their answer quickly, like with Google’s AI overview.
Zero-click searches may seem like a lost chance to get traffic. However, they can be a strong way to show your brand right on the search results page.
AI Overview in search engine results pages
AI advancements, such as Google RankBrain, help search engines understand what users want. They focus on the context of queries instead of just matching keywords.
This builds credibility with potential customers even before they visit your site. To stay competitive in this AI-dominated search landscape, companies must adopt a forward-thinking approach.
Initiate by crafting content that is conducive to snippets, optimised for mobile, and structured to address frequent user queries.
Using tools like Semrush’s position tracking tool can help you find your website’s rank in highlighted snippets or other SERP features. This allows you to adjust your strategy and stay competitive.
This way, even if users don’t visit your website, your brand still gains visibility. It builds trust and stays in mind for future searches.
By implementing this strategy, zero-click transforms from a hindrance into an opportunity, facilitating your business’s growth through brand visibility and credibility.
These kinds of AI improvements to our Search systems mean that they’re constantly getting better at understanding what you’re looking for.
Pandu Nayek, Google Fellow and Vice President Search [Reference: Google]
Keywords alone will no longer guarantee great content and a high ranking. Search engines now focus on more than just keywords. They consider search intent, user experience, and content quality.
Even if you manage to rank for a keyword, poor performance metrics like website speed or loading time can hurt your standing.
That’s why it’s important to provide high-quality content that matches what users are searching for. This keeps them engaged instead of just relying on keyword optimisation.
Search Intent
Search intent is one of the most important factors to get right. Search engines like Google are now hyper-focused on understanding why a user is searching for something in the first place.
Ever feel like you’re doing everything right with keywords but still not getting the results you want?
Semrush Keyword Strategy Builder tool
Your content likely isn’t in alignment with user intent. Search engines don’t merely align with keywords; their goal is to provide results that meet the user’s particular requirements, whether it’s information seeking, intending to make a purchase, or hunting for a service.
You may know about the terms informational, commercial, transactional, and navigational when discussing search intent.
Thanks to advances in AI and natural language processing, search engines can now better understand the context of your queries, how you behave online, and your personal preferences.
Getting search intent right can take time, but that’s where a SEO content template comes in handy.
While you don’t need to pay for tool’s like Semrush, using one can save you a lot of time and help refine your strategy to match user search intent, increasing your chances of ranking higher on Google.
It analyses the top-ranking pages for your target keywords, giving you insights into what works and how to align your content with search intent more effectively.
Let’s look at an example.
Imagine you run a website selling organic skincare products. You enter “best organic skincare products” into Semrush’s SEO content template.
The tool analyses the top-ranking pages and shows that these pages focus on informational content around skin types, benefits, and organic products rather than just product listings.
With this insight, you can create content that addresses common questions about organic ingredients and compares products—aligning with user intent and increasing your chances of ranking higher and generating traffic.
Semrush SEO Content Template results
A shortcut helps ensure your content stays relevant to both search engines and users, ultimately improving your chances of ranking higher and keeping visitors engaged longer.
Because Google and AI have developed to focus on user intent, content relevance, and overall search experience over basic keyword matching, keywords are only a portion of the comprehensive picture.
As a result, SEO success now depends on providing valuable, context-rich content that aligns with user intent rather than just stuffing pages with keywords.
This holistic approach means that while keywords still matter, they must be part of a broader strategy that includes user engagement and content quality.
Beyond Keywords
Ultimately, how people engage with your content is also crucial because search engines like Google check that as a sign of quality.
Metrics such as bounce rate, dwell time, click-through rate, and pages per session don’t directly affect your search rankings, but they show if your content is helpful.
When users engage with your content and spend time on your site, it signals that your information is valuable. Let’s take a brief look at these terms.
The speed at which visitors depart your website after arriving is indicated by the bounce rate. Even if you rank for a keyword, a high bounce rate tells Google that your content might not be living up to consumer expectations.
Metrics like bounce rate, dwell time, click-through rate, and pages per session provide valuable insights into how your content performs.
If visitors leave your site quickly, indicated by a high bounce rate, or if they spend little time reading, it means they’re not finding what they need.
Conversely, a higher click-through rate and more pages viewed during a session show that people are engaging with your content.
Although these metrics don’t directly impact your rankings, they help you understand how well your content meets your audience’s needs.
Think about your own site—are visitors leaving too quickly or not staying long enough to explore more pages?
For a full scan of your website, Semrush’s Site Audit tool will make things much easier for you and it is also free for one single project.
To enhance the experience for your users, the Site Audit tool helps you find technical problems that might be hurting your website’s performance.
For example, it can spot issues with internal links that affect how many pages users visit in a session or identify slow page speeds that may lead to a higher bounce rate.
Just think about yourself as an example. Do you like to wait a while for a page to load before accessing it? Of course not!
The same applies to your audience. This is why focusing only on keywords isn’t enough.
Successful SEO depends on engaging users, meeting their intent, and enhancing their experience.
Another approach, which is actually connected with a keyword strategy, is to focus on long-tail keywords.
Long-tail Keywords
The objective here is to choose keywords because they better reflect user search intent rather than just because they receive a lot of searches.
These longer, more specific phrases often have less competition and can drive highly targeted traffic to your site.
For example, instead of targeting the broad search term “skin care,” a more effective approach might be “best all-natural skincare products”.
Long-tail keywords reflect clear user intent, making them a powerful tool in your SEO strategy.
Here are a few reasons why long-tail keywords remain significant:
High conversion rates
People that search for long-tail keywords are more likely to convert because they are typically further along in the purchasing process and are certain of what they want.
Less competition
Long-tail keywords typically face less competition than broader keywords, allowing you to rank higher in search results more easily.
Relevance to search intent
Since search engines place a higher priority on providing material that precisely addresses users’ specific queries, these terms more accurately reflect user intent.
Content opportunities
Using long-tail keywords in your content helps you create niche topics. This targets specific audience groups and improves user engagement and satisfaction.
While more general traffic can be generated by using broader keywords, businesses can improve their SEO strategy, increase conversion rates, and establish a stronger connection with their target audience by concentrating on long-tail keywords.
Content Authority
Finally, you need to work on your content authority.
This comes with organising your content in a way that covers everything about your product, services, or expertise.
The best way to do this is to implement a topic cluster strategy. This strategy consists of mapping the most important topics for your business and covering all of them in different articles.
Example: Topic cluster ideas for ‘Disney World Planning’
Topic Clusters
While more general traffic can be generated by using broader keywords, businesses can improve their SEO strategy, increase conversion rates, and establish a stronger connection with their target audience by concentrating on long-tail keywords.
How you could incorporate these into an article
You will also increase your subject authority as a result, and search engines will map you more quickly for those topics.
This will ultimately raise your ranks and increase the likelihood that you will be cited as a source for a snippet or an AI overview SERP feature.
Developing a modern keyword strategy to rank higher on Google is a great first step, but to take it to the next level, you need to have a content strategy alongside it that’s easy to maintain.
Frequently Asked Questions
What is the main shift happening in SEO in 2025?
SEO is moving beyond just keywords. While keywords still play a role, the focus is now on understanding search intent, providing high-quality content that meets user needs, and ensuring a positive user experience. Search engines are prioritising content that answers user questions directly, sometimes even within the search results page itself (zero-click searches).
What are zero-click searches, and why are they important?
Zero-click searches occur when users find the information they need directly on the search results page (SERP) without clicking through to a website. This happens through features like featured snippets, knowledge panels, and AI-generated summaries. While they don’t drive direct traffic, they offer valuable brand visibility and establish credibility.
How does search intent affect my SEO strategy?
Search intent is crucial. Search engines aim to provide results that match why someone is searching. Understanding whether a user is looking for information, wanting to buy something, or seeking a specific website is key to creating relevant content.
Are keywords completely irrelevant now?
No, keywords are still important, but their role has changed. Instead of simply stuffing keywords into content, you should use them strategically to understand search intent and create relevant, high-quality content. Focus on long-tail keywords that better reflect specific user queries.
What are long-tail keywords, and why should I use them?
Long-tail keywords are longer, more specific phrases that users type into search engines. They often have lower competition than broader keywords and attract highly targeted traffic because they clearly indicate user intent. For example, instead of “shoes,” a long-tail keyword might be “best waterproof hiking boots for women.”
What are some important metrics to track besides keyword rankings?
Key metrics to monitor include:
Bounce Rate: The percentage of visitors who leave your site after viewing only one page.
Dwell Time: The amount of time visitors spend on your site.
Click-Through Rate (CTR): The percentage of users who click on your website link in search results.
Pages per Session: The average number of pages a visitor views during a single session on your site.
These metrics help you understand user engagement and the overall quality of your content.
What is a topic cluster strategy, and how does it relate to SEO?
A topic cluster strategy involves creating a central “pillar” page on a broad topic and then creating related “cluster” content that dives deeper into specific subtopics. This helps establish your site as an authority on a given subject and improves search engine visibility.
What tools can help me with this new SEO approach?
Tools like Semrush, Ahrefs, and Google Search Console can provide valuable insights into keyword research, search intent, and website performance. Google Analytics and Google PageSpeed Insights offer free ways to analyse website traffic and speed.
What if I don’t have the budget for paid SEO tools?
There are several free tools available. Google Search Console and Google Analytics are essential for tracking website performance. Ubersuggest (limited free version) and AnswerThePublic can help with keyword research and understanding user questions.
To wrap up…
To succeed in the new era of SEO, it’s crucial to shift your focus beyond keywords and embrace a more comprehensive strategy. This involves understanding user search intent, creating valuable content that meets those needs, and optimising the overall user experience. Key actions include:
Prioritising search intent and creating content that directly answers user questions.
Focusing on long-tail keywords to target specific user queries.
Optimising for mobile and ensuring a fast and seamless user experience.
Implementing a topic cluster strategy to build content authority.
Monitoring key metrics like bounce rate, dwell time, and click-through rate.
By taking these steps, you can ensure your website remains competitive and attracts the right audience in the ever-evolving world of search.
