Are “keywords” dead?

It feels like only a few years ago that we would open Google, type in one or two words, scroll through the results, and find a website that we thought would answer our question.

But that’s all changing – we’re now not just using one or two words on Google.

We’re asking actual questions, and having conversations with tools like ChatGPT.

The way we’re searching has changed. And Google knows that.

There’s been lots of talk about one of Google’s new products, AI Max, coming soon to Google Adwords, AI Mode etc etc.

Alongside these announcements, the conversation has also focused on the future of ‘keyword-less’ Google strategies.

Lost you. Don’t stress – let’s break this down.

As Google’s AI-powered search tools develop (at an alarming rate), it’s starting to mean that ‘exact-match’ keywords or ‘phrase-match’ won’t hold the same power they once did.

Again, the way we search is evolving.

So does ‘keyword-less’ search mean that soon we won’t use keywords as a way to help us market our products and services?

Not yet – it’s just evolving.

Instead of focusing on matching words, Google’s AI is shifting towards understanding the purpose behind your customers’ searches.

For businesses, this shift focuses on understanding the true intent behind your customers’ search behaviour.

And look, this is a fundamental part of building out your audience personas anyway – but this shift means that to stay competitive, you need to deeply understand why your customers search, and not just focus on the words they use in Google.

What Exactly is Keywordless Search?

Let’s first take a step back for the uninitiated and first break down what ‘keyword-less’ search is.

It might sound vague, but the idea is simple:

Google’s AI is becoming smarter at knowing what searchers want.

Previously, Google matched keywords with a search result.

Now, it’s figuring out the underlying reasons are for a user to search.

Here’s a simple example: Someone searching “apple” could be looking for fruit or technology.

Keyword-focused search might struggle here.

But intent-based search, guided by AI, can determine the user’s true purpose.

Google breaks down intent into the following categories:

Know: The user wants to know more about something

Do: The user wants to do something or engage in an activity

Website: The user is looking for a specific website or webpage

Visit-in-person: The user is looking for a particular business/organisation or a category of business/organisation

Why Understanding Customer Intent is Your Marketing Superpower

Understanding customer intent has been a fundamental marketing foundartion for a long time – it’s just that it’s becoming increasingly important as the AI era evolves.

It’s the key to making your business relevant in search results.

And it’s the key for a few reasons.

But one of the most important for smaller marketing budgets is minimising wasted advertising costs.

Intent means understanding exactly what problem customers are trying to solve or what goal they’re trying to achieve.

Not just the keywords that they’re using to find those answers.

Understanding intent also helps us understand and figure out what phase a customer is at.

Think back to Google’s Messy Middle concept: Are users still in the ‘exploration’ phase, or have they moved through into the ‘evaluation’ phase?

How might their searches or intent look different based on the phase that they’re currently in?

When Google’s AI tools, like AI Max or AI Mode, figure out intent based on the search data (think previous search history, Gmail, Google Drive, past behaviour etc), they can match your business to customers who genuinely need what you offer.

How to Identify Customer Intent (With the Data You Already Have)

So now that we have a better understanding of what intent actually is (and why it’s important that you focus on it), let’s break down some easy ways for you to start discovering your potential customers’ intent.

Honestly, it’s about truly understanding your customer.

Talk with the current clients or customers.

Use your customer service or sales team to help with this, or just pick up the phone and talk with them.

Directly ask customers why they chose you, what problem they needed solved, or what they were looking for when they found you.

Then as part of this analysis, pretend you are a potential customer with a problem your business solves.

What would you type into Google?

What intent would you have behind that search?

Try searching using different phrases, not just the obvious ones.

Look at the results Google shows, and look at the kind of websites and information that appear.

Re-evaluate these findings back to the key ‘intent’ categories that we looked at earlier:

• Know: The user wants to know more about something
• Do: The user wants to do something or engage in an activity
• Website: The user is looking for a specific website or webpage 
• Visit-in-person: The user is looking for a specific business/organisation or a category of business/organisation

As a starting point, here are some questions you can ask yourself as part of this evaluation:

What They Are Searching For:

• What specific problems are customers trying to solve when they look for a business like mine?
• What tasks are they trying to complete? (e.g., “find a local store,” “compare prices,” “learn how to fix something,” “book an appointment”)
• What stage are they at? Are they just starting to research, comparing different options, or ready to buy right now?

Why They Are Searching (Their Motivation):

• What’s the main goal behind their search? (e.g., save money, save time, improve their health, decorate their home, fix something broken)
• What triggered their search in the first place? (maybe something broke, they have a new need, they’re planning an event, they’re feeling a certain way)
• What are the frustrations or pain points that lead them to search? (e.g., tired of a problem, need a faster solution, can’t find something specific elsewhere)

What They Expect to Find:

• What kind of information are they hoping to see on a website? (e.g., prices, examples of your work, reviews, how-to guides, your address and phone number)
• What kind of solution are they expecting? (e.g., a product to buy, a service provider to hire, free advice, a comparison chart)

What They Plan to Do Next (Their Desired Outcome):

• What do they want to be able to do after they find the right information or business? (e.g., make a purchase, get a quote, download a guide, visit a store, call for help)
• How quickly do they need a solution? Is this urgent or something they’re planning for the future?

Tailoring Your Strategy for Intent, Not Just Keywords

At this stage, you likely have a clearer picture of your users’ intent.

And, at this stage, you’ve likely mapped out how that intent might slightly change as the user merges between the exploration and the evaluation phase of their fact-finding.

But knowing intent is one thing – but then using it effectively is another.

How do we piece all of this together into something you can actually USE, and help set you up for the future?

Write Better Ads: Content is becoming more and more important for AI tools to match your business with better quality customers who are more likely to convert.

Use your intent analysis to craft ad headlines and descriptions that speak directly to their specific problem or goal.

Use this intent to also help you build your campaign phases, moving between exploration and evaluation.

What content and information are your customers wanting/needing to see at each stage of their discovery journey?

Improve Your Website: Ensure the landing page users click on immediately provides the information or option they were searching for.

Review your key website landing pages to ensure that they clearly describe how you solve specific problems or how you satisfy their desire.

If you’re not matching intent back to the content on your site (or the content you’ve posted across your social media channels), you’ll likely push the customer back into the exploration phase – while we want them evaluating YOUR brand before they push purchase or contact.

Your next move

It’s a shift from just thinking about “keywords” to thinking about the person behind the search and what they’re trying to accomplish.

Knowing this means that you’ll create clearer messaging, build stronger connections, and achieve better results.

Start today by getting to know your customers better than ever.