SEO isn’t dead—but the way we use it has changed

The SEO and content marketing world is up in arms right now.

Some say keywords are dead, others argue that AI has fundamentally changed search, and many are questioning whether traditional content strategies still work at all.

So, let’s set the record straight.

The myths vs. reality of search in 2025

Lately, I keep hearing these three takes over and over:

• Keywords are dead.

• People are using LLMs for search now.

• Everyone is searching with very specific intent.

Two of these are true. One isn’t. Which one doesn’t hold up?

If you guessed “keywords are dead,” I’m right there with you.

Keywords still matter—just not in the way they used to. The way people search, interact with results, and expect answers has completely evolved. Search engines, social media algorithms, and even AI-powered tools like ChatGPT still rely on keywords to categorize and surface content.

The difference? They prioritize context and intent over exact matches.

SEO has always been about intent—we just got distracted

For years, SEO was treated like a game of keyword stuffing and metadata optimization. Marketers chased rankings instead of focusing on what actually mattered: helping people find what they needed.

This approach worked for a while. Then search engines caught up, and those who relied on tactics rather than strategy are now seeing their content underperform.

Writing for search today isn’t about cramming in as many keywords as possible—it’s about writing for intent. And the irony?

Intent was always the game. Many marketers just kind of sucked at playing it...

These changes aren’t a sign of SEO dying. They’re a reset—forcing us to do what we should have been doing all along.

Yep. We're actually forced to think critically about the content we're creating again. Shocking, I know.

How to understand audience intent

So if SEO is about intent, how do we figure out what people actually want?

Here are a few ways to get beyond surface-level keywords and uncover real search intent:

• Customer interviews & surveys – Talk to real customers. What questions do they ask? What pain points do they bring up?

• Search engine results pages (SERPs) analysis – Look at the top-ranking content for a keyword. Are the results informational, transactional, or navigational?

• Community & social listening – Monitor forums like Reddit, Twitter, and niche Facebook groups where your audience discusses their problems.

• Site search & analytics – If you have a search function on your site, what are users typing in? What content do they spend the most time on?

• Chatbot & support tickets – Your customer support team has a goldmine of data on what people struggle with.

Instead of just asking, “What are people searching for?” ask, “What problem are they trying to solve?” That’s intent.

How to apply intent to your content

Once you understand intent, here’s how to apply it to your content strategy:

• Map content to the buyer’s journey – Are people looking for a definition? A how-to guide? A comparison article before they make a purchase? Make sure your content aligns with where they are in their decision-making process.

• Use the right format – If someone searches for “best running shoes,” they’re likely expecting a list or comparison guide, not a long-form essay. Match your format to intent.

• Prioritize clarity over keyword stuffing – Instead of awkwardly forcing exact-match phrases, answer the question in the most natural, helpful way possible.

• Optimize for multiple channels – Intent-driven content isn’t just for Google. Social media, YouTube, and even AI search tools like ChatGPT play a role. Adapt your content for how users consume information across platforms.

• Test & refine – Monitor your content’s performance. Are people bouncing quickly? Are they converting? Adjust based on what’s working.

The best content isn’t written for search engines. It’s written for people—and optimized for how they search.

What content marketers should focus on in 2025

SEO isn’t dead, but content marketing is evolving fast. Here’s what will matter most in 2025:

1. Customer-centric content

Brands that create content based on real audience insights will win. Generic, regurgitated blogs won’t cut it anymore—people expect original research, real expertise, and problem-solving content.

2. Content distribution and multi-channel strategy

SEO isn’t the only way people discover content anymore. Marketers need multi-channel strategies that include:

• Social search (TikTok, LinkedIn, Reddit, YouTube)

• Email newsletters

• Community-driven discussions

• AI-generated content hubs

3. AI and Personalization

AI will play a bigger role in content creation and curation, but human expertise and personalization will set brands apart. Think interactive tools, dynamic content experiences, and ultra-specific insights that AI alone can’t generate.

4. Owning your audience

Platforms change. Algorithms shift. The only way to future-proof your content is by building direct relationships with your audience through owned channels like email and community-driven content.

Final takeaway

SEO isn’t dying. It’s evolving—and content marketers need to evolve with it.

The key? Stop chasing search engines and start focusing on people. And sadly, this isn't new. I've been shouting this from the rooftops since at least 2019. Again, people are just forced to listen now.

But I digress...

So if you've gotten this far, here’s what to remember:

✅ Keywords still matter—but intent matters more.

✅ The best content solves real problems, not just ranks for phrases.

✅ SEO is just one piece of a bigger content strategy.

Adapt your approach, focus on delivering value, and don’t panic—just evolve.