TL;DR: Keyword Research Is a Waste of Time in the AI Search Era
Keyword research is becoming outdated for startups due to AI search engines prioritizing conversational queries and context over specific keywords.
• AI tools like ChatGPT and Google prioritize intent and context, ignoring rigid keyword matches.
• Focus on comprehensive content, long-tail queries, and structured data to build entity authority.
• Content cited by AI often converts better, earning trust directly through recommendations.
Entrepreneurs can explore the best SEO tools to refine strategies and align with AI-driven trends. Want to build smarter content for your audience? Ensure your focus is depth, helpfulness, and intent.
Check out startup news that you might like:
From searching to delegating: Adapting to AI-first search behavior
I’ve asked this question countless times: Does keyword research still matter in an era dominated by AI-driven searches? Not as an experimenter or armchair theorist. I’ve asked it as a serial founder, someone who has built startups like CADChain and Fe/male Switch from the ground up, navigating the thorny path of SEO and content strategy for nearly a decade.
When I launched Fe/male Switch, a no-code, game-based incubator designed to turn aspiring women entrepreneurs into startup founders, the SEO playbook felt like an uninvited relic from the past. AI tools like ChatGPT and Google’s AI-powered overviews were already making traditional keyword optimization feel irrelevant. Sure, I had my doubts. Could we really rank without obsessing over keyword search volume or density? But we decided to skip the keyword-first approach and build comprehensive, conversational content instead. Why? Because these AI systems weren’t using legacy tools like SEMrush to decide what content to elevate, they were optimizing for context, not keywords.
How did it pan out? Both better and worse than expected. While we didn’t dominate the individual “top 10 keywords” landscape, we did start receiving citations in AI-generated answers. These, unlike traditional rankings, often converted better, because once the AI recommends you, people trust you. My takeaway? For most founders today, traditional keyword research is a waste of time. But let me break down why that’s true and what you should do instead.
Why Traditional Keyword Research No Longer Works
Keyword research relies on a decades-old premise: people type short, transactional phrases into a search engine, and your job is to optimize for those phrases. But today, with AI tools like Google AI Overview and conversational systems like Perplexity and ChatGPT, users aren’t typing “cheap flights NYC to Paris.” They’re asking detailed, contextual questions like: “What are the most affordable ways to fly from New York to Paris in spring?”
- AI search queries are far more conversational, often exceeding 20 words compared to the 3, 4 words typical of traditional SEO.
- Over 70% of AI-driven searches don’t fit neatly into old-school categorizations of informational, navigational, or transactional queries. They’re task-oriented.
- Semantic AI systems prioritize comprehensive, high-quality content, not rigid keyword matches. AI picks content based on context and intent, not keyword density.
Basically, optimizing for keywords feels like perfecting your horse-drawn carriage at the dawn of the automotive revolution. AI doesn’t care how many times you use the words “best CRM tool”; it cares if you deeply understand and answer the question behind the search.
Why Founders Need a Content Strategy Focused on Intent
Let me say this loud and clear: Entity authority beats keyword rankings every time. AI algorithms, like the ones driving Google AI Mode, prioritize entities, brands, people, or topics with a recognized depth of expertise over traditional metadata. If you’re trying to rank in the AI search era, your content’s ability to demonstrate knowledge and authority matters much more than its ability to hit arbitrary keyword targets.
- Create comprehensive topic clusters that cover a subject from all angles.
- Focus on long-tail, conversational queries that mimic the way people ask questions in real life.
- Make your content quotable. Be brief, actionable, and clear so AI tools want to pull your insights directly into their answers.
- Invest in structured data to make your content easier for AI to parse and contextualize.
If you’re still obsessed with which keywords you rank for, you’re optimizing for the wrong audience. Instead, ask yourself: “Does my content truly serve the intent behind my target audience’s search?”
What Founders in My Community Say About SEO in the AI Era
After speaking with hundreds of founders, mostly women who are building and scaling startups, they echo this sentiment: “We don’t need SEO relics from 2015. We need content that resonates now.” But their methods for tackling SEO differ. Here’s why.
The Founders Winning at AI SEO
These founders are focused on building topic authority. For example, a wellness coach I know consistently creates in-depth guides on niche health topics like healable gut issues, structured for AI snippets. They’re less interested in traditional rankings; instead, they focus on where their content gets cited, whether in ChatGPT answers or as expert sources in conversational search engines. She told me: “Once AI mentions you, leads quietly trickle in. It feels almost effortless.”
The Founders Struggling with the Shift
Others stick to old-school keyword optimization. They churn out content packed with trendy phrases, but AI doesn’t surface their work. Why? Because their articles are shallow, great for rankings, but useless for searches driven by deep, multi-layered questions. One founder admitted: “We hit every target on SEMrush, but our traffic dropped by 30% when Google rolled out its AI-driven features.”
A Framework to Help You Get Ahead
Whenever I’m helping someone refine their strategy, I ask them three key questions:
- What stage is your startup actually at? Early-stage businesses should focus on content that resonates with their audience, even if it doesn’t generate enormous traffic.
- What is your audience actually asking for? Use tools like Reddit or AnswerThePublic to uncover real-world questions.
- What is your goal? Lead generation? Awareness? Focus on creating content styles that match those goals.
Here’s the truth: AI is your content team’s best ally. Use it for research, rapid content drafts, and semantic optimization. If you’re a bootstrapping founder, mastering this skill can save thousands.
The Real Question to Ask
If you ask me, the question isn’t whether keyword research is dead. The question is: Are you willing to let go of outdated strategies and lean into what actually works for search engines today? AI prioritizes depth, intent, and authority. Start building content for the future, not the past.
People Also Ask:
What is keyword research?
Keyword research is the process of identifying and analyzing the search terms people use on search engines to find content, products, or services. This practice helps marketers and SEO professionals optimize their websites to align with user intent and improve visibility.
Is AI good for keyword research?
AI has transformed keyword research by speeding up the process and providing faster, accurate insights. AI tools analyze large datasets, detect patterns, and predict emerging trends, making keyword research more efficient and data-driven.
Is keyword research still relevant in the AI search era?
Yes, keyword research continues to play a significant role in SEO and digital marketing. While search engines and AI systems evolve, understanding user intent through keyword research remains vital for improving rankings and targeting the right audience.
Does AI replace traditional keyword research methods?
AI complements traditional keyword research by automating certain tasks such as data analysis and trend predictions. However, manual input and understanding contextual requirements are often necessary for more nuanced targeting.
Why is keyword research beneficial for SEO?
Keyword research allows SEO professionals to identify user search behavior, optimize web content for specific queries, and improve website rankings. It bridges the gap between user intent and relevant website content.
How have keywords evolved in recent years?
The approach to keywords has shifted from exact-match targeting to focusing on broader semantic search intent. Modern practices emphasize natural language and conversational queries, in line with how AI-powered engines process data.
How do marketers adapt to AI-driven search systems?
Marketers are evolving strategies to work with AI systems by focusing on niche authority and aligning content with semantic search principles. Writing quality and relevance are prioritized to improve AI model recognition and citations.
Are long-tail keywords still important?
Long-tail keywords continue to be significant due to their specificity and lower competition. They serve to capture targeted traffic and aid in optimizing content for niche-related queries in both SEO and AI-powered search systems.
What are the challenges with AI in keyword research?
AI may misinterpret user intent, lack context in certain search queries, or generate ideas without adequate data. These limitations require professionals to cross-check results and integrate human judgment into keyword strategies.
How can content be optimized for AI-driven searches?
Content can be optimized by focusing on detailed semantic structures, creating topic clusters, and maintaining relevance within a niche. Using AI tools to refine keywords and align them with user intent improves the chances of visibility in AI summaries and search results.
FAQ on Keyword Research in the AI Search Era
What makes AI-focused content different from traditional SEO?
AI-focused content prioritizes intention and authority over keyword density. Comprehensive answers to conversational queries and structured data ensure relevancy in modern search engines. Discover how AI SEO is redefining content strategies.
Why should startups rethink their keyword research approach?
Startups should focus on long-tail queries and semantic relevance. AI tools favor context-rich content that aligns with user goals instead of outdated head terms. Learn strategies tailored for startups.
Are AI tools trustworthy for SEO insights?
AI tools like ChatGPT provide reliable insights but differ from keyword tools. Integrate conversational research with tools like SEMrush for data balance. Find comparisons for SEO tools.
How can startups achieve topic authority in competitive niches?
Startups should create topic clusters with linked resources answering common audience questions. Structured and quotable content often leads to AI citations and greater trust. Explore authority-building strategies.
How does semantic optimization impact visibility?
Semantic optimization focuses on matching user intent through context rather than keywords, helping AI surface relevant answers strategically. Read about essential tools.
Can conversational queries outperform traditional ranking strategies?
Yes, conversational queries tailor results to real-world questions, enhancing engagement and conversion compared to single-keyword rankings. Learn optimization tactics.
How do AI SEO tools handle structured content better?
Modern AI systems parse structured content faster, offering higher chances of integration into AI Overviews and better visibility across platforms. Dive into SEO tools optimized for AI.
Does intent analysis replace traditional SEO metrics?
Intent analysis complements traditional metrics by prioritizing user goals. SEO strategies evolving toward intent-heavy design outperform volume-based tactics. Explore intent-driven strategies.
What are the benefits of using topic clusters for startups?
Topic clusters enhance semantic relevance and authority, allowing startups to dominate niche searches and gain citations in AI-driven results. Discover the importance of clusters.
How do long-tail keywords fit into AI search strategies?
Long-tail keywords match conversational queries and perform better because they address specific, layered intent and generate deeper engagement. Check out effective keyword tools.
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the point of view of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
