Are you one of those SEO experts from LinkedIn who think SEO is dead, and keyword research is a waste of time? Please have a seat. As this new year begins, it is time we debunk this myth with logic and jump right into what is more important.
Let us discuss how to do keyword research for SEO, taking into account that AI overviews have now taken over search. Let us ask some important questions, like is SEO now irrelevant? Is Keyword research even important, and if so, how do we begin?
Read along as we understand what exactly is happening. But in a way that we humans understand, and not some complicated AI checklist. 🫢
Why Keyword Research Still Matters? (Even When AI Is Answering Questions)
To begin with, many people think that since AI overviews are now answering every query, what is the point of keywords? I mean, even websites with low authority are quoted in AI overviews, so why do we even need to talk about keyword research?
Well, Google describes this dilemma quite simply here:“ With AI Overviews and AI Mode, people are using Search more often, asking new and more complex questions, and are more satisfied with their results.” In short? SEO is not dead, search is not dead, but the way we search and use Google is changing.
And it is not some standalone assumption; data from SparkToro, as reported by Searchatlas, says that “keyword intent distribution includes 52.65% informational, 32.15% navigational, 14.51% commercial, and 0.69% transactional intent.”
We no longer search for “top AI writing tools for 2026”, but we dig deeper. It is more conversational, search intent-oriented, and more detailed. So, now it is all about “top AI writing tools that write like humans” or “AI writing tools that can bypass detectors” and so on.
Which means Keyword Research is now all about:
- What people ask, and how they might frame it.
- Why are they asking the question?
- How to structure the content for more AI visibility and so on.
Or in short, now keyword research = new topic + intent research as well. In other words, one word is not going to help you rank anymore. But what Google actually looks for is:
- What question does this page answer?
- Who is this page actually for?
- Whether the content is capable of answering all the aspects of the query and is not shallow.
- Will the reader need additional context or not?
So, our old approach towards keywords and SEO was:
❌ Target one keyword
❌ Add it 15 times
❌ Add it in our meta descriptions, H2s, H3s don’t work anymore.
Instead, our entire strategy has evolved. So when you do keyword research today, you are not just looking for search volume. You are looking for:
✅ What problem is the user going through?
✅ Whether they want a quick answer or a deep breakdown
✅ What level of explanation do they expect?
✅ What would make them trust this page over others
This is also why AI Overviews do not care about domain authority if the content is clear, adequately researched, and satisfies the user’s query.
So, What Does Keyword Research Look Like Now?
Well, it is still stressful and highly critical as before. But as I said earlier, it has now evolved into something more layered. You have to go beyond the tools, dashboards, metrics, and include the other aspects, like search intent, users’ queries, and other things as well.
Before you quickly jump to open Ahrefs, SEMrush, or any AI keyword generator, you should first ask this one simple question:
What exactly is the problem that the user is trying to solve here?
Because, let us be honest, Google will not reward you for repeating a keyword. It is currently about:
- Decoding the user search intent
- Understanding how deep the answer is supposed to go
- Looking for problems instead of only a word.
Here is a quick secret: repeating a keyword sometimes reflects that you were not willing to put in effort. Or, didn’t bother to know what exactly the user wants. We have now moved past shallow intent, and it is all about clarity, answering the query, and making sure the content helps our users.
And there is data now to back this up. Backlinko reports that “high-quality content, page experience, and links ranked as the top 3 ranking factors of Google’s search results.”
What You Really Need to Do for Keyword Research Today
Before we jump into the steps and analyze what exactly you are supposed to do, there is one more thing. You have to first understand why these steps are relevant. Since keyword research is not a one-dimensional thing anymore, of finding clever words to add to your content.
You have to go beyond which word should I target, to which angle of the issue I am best equipped to explain. Which means keeping track of a few simple things, which include:
Step 1: Start With the Problem, Not the Tool
The moment we think about keyword research, we instantly think about some high-end tool to find a list of words. To begin with, this approach needs to change. Instead of relying on keywords, we have to analyze the situation of our potential users.
>Someone is confused.
>Someone is comparing.
>Someone is scared of making the wrong choice.
>Someone needs clarity before taking action.
So when someone types “how to lose weight without going to the gym”, it is about access, sustainability, and so many other things. Therefore, if you keep bombarding the readers with “lose weight without going to the gym” repeatedly without a viable solution, that is a big no! AI overviews, Google, and your readers will all consider it irrelevant and a drag,
So before you touch Ahrefs, Semrush, or any AI tool, you have to understand three simple things:
- Who is searching for this query?
- What are they worried about?
- What decision are they trying to make next?
- How can this blog solve their issue at hand?
Step 2: Define the Intent Before You Define the Keyword
This is where most keyword research usually fails to understand the layers of a search. Think about it this way: consider the keyword Cheese Sandwich, two people can type this same keyword and mean completely different things:
- Best cheese sandwich near me
- How to make a cheese sandwich at home
- Best base for a cheese sandwich
- Quick hacks for a cheese sandwich
- Is having a cheese sandwich healthy?
Even though it is the same keyword, it addresses different concerns or has a completely different intent. Therefore, even when you have the keyword right but misplace the intent, you will lose your visibility.
In short, this is why intent comes before keywords.
Step 3: Build Your Seed Keyword List (The Right Way)
Now, seed keywords are your anchors or topic clusters that complete your keyword or give it more depth. For example, let us take a generic topic: a homemade sandwich. Consider this: it is not the keyword you wish to target, as it provides little to no context about what people are actually searching for. It is too vague and is like shooting in the dark.
But when you ask the right question instead of just stopping at“ homemade sandwiches”, your list starts getting a shape like:
- Homemade sandwich without cooking
- Homemade sandwich for kids
- Healthy homemade sandwich
- Instant homemade sandwich
These are not long tail keywords, but your way of understanding intent. Or, in short, each seed keyword includes a
✅A different intent
✅A different expectation
✅A different type of content
✅New Search intent
This matters because if your keyword is generic, your content becomes generic too. And it is what the AI overviews hate the most. Think about it this way: a blog on “Homemade Sandwich Recipes” is vague and competes with so many other possibilities. But as “Homemade Sandwich Ideas for Lunch in 10 Minutes” tells Google, what exactly needs to be done.
The best part? You don’t even need high-end tools to fill up your list for seed keywords. All you need is a clear understanding of human intent and what they might search on a given topic. Not to forget, you always have Google auto-complete to back you up.
All you have to do is ask some basic questions like:
- When would someone search this?
- What is stopping them from doing it already?
- What is going to make this issue easier for them and so on?
Step 4: Check the SERP Before You Decide On Anything
This is your non-negotiable step in this entire process. For every main keyword, you have to check with Google and understand a few basics:
- What type of content ranks?
- What does the AI Overview say?
- Is there a People Also Ask box?
More than anything else, you have to rank the keywords as per the SERP results and not on your estimate or “feeling” towards a keyword. Simply because it sometimes backfires if you don’t ask a few basic questions, like:
- Can I genuinely satisfy the intent behind this keyword?
- Does my content fit what Google is already ranking?
- Will my blog actually help the person who is searching for it?
In short, the keyword needs to be a fine balance of what the user wants and what Google is already pushing forward. A quick reminder: it is about understanding what is missing and how you can add to it.
Conclusion: Keyword Research Is Still About Humans (AI Just Has Made It Clear)
Google AI Overviews has made one thing clear: it is now all about respecting the search intent. Moreover, it doesn’t matter how popular the keyword is; if it's irrelevant to your topic, you won’t rank.
The age of simply pinning a few keywords and then hoping for the best is now officially over. Blogs that are written only to ‘rank’ and not be mindful of the search intent are now the worst hit.
To be honest, it is not as difficult as it seems. The moment you understand why exactly a person is searching for a given query. When you start with intent, validate with the SERP, and build content around real situations, you crack the code! It doesn’t matter how many popular keywords you use, or if you have a lower domain authority, you sail through easily!
One last thing, HumanizeAI.io can be your great helping hand with your SEO. As you build a content base that caters to the search intent of your users, you can rely on our tool to make it more personal. From highly personalized content that is built around the search intent to refining robotic edges, you are always SEO ready! That too in a voice, tone, and perspective that’s unique to you!