Keyword research still matters. What changed is the thing you research. People now type or speak full questions, and Google’s AI Mode breaks each question into several related searches before it answers.
So a single keyword is no longer the whole picture. You need to know the topic, the intent behind it and how AI answers already handle it. This guide gives you a six-step framework and a tracker to work through it.
In short
Research topics and questions, not single phrases. For each target, confirm the intent, check whether an AI Overview already answers it, and choose content an AI summary can’t fully replace: tools, original data, local detail or a clear point of view.
What changed, and what didn’t
- The unit of research moved from short phrases to topics and questions. People type or speak full questions, and Google’s AI Mode splits each one into several related searches.
- Intent still decides everything. A small search with buying intent beats a big one where people are only browsing.
- New step: before you commit to a keyword, check whether an AI Overview answers it and who gets cited. Informational queries with an AI Overview lose a large share of clicks.
- Win those queries by being the cited source, or pick formats an AI summary can’t replace: tools, original data, templates, local detail or a clear point of view.
- Keyword research is never finished. Revisit your list every 3 to 6 months.
Keyword research progress tracker
Work through the six steps for your own site. Your ticks are saved in this browser.
What changed in keyword research?
Searches got longer and more specific. Instead of “running shoes”, people ask “what are the best running shoes for flat feet if I run on pavement three times a week?” Instead of “birthday cake”, they ask which flavor works for a seven-year-old who doesn’t like chocolate.
Google now answers many of those questions itself. Its documentation explains that AI Overviews and AI Mode may use a “query fan-out” technique, issuing multiple related searches across subtopics to build one answer. Your page can be pulled in for a sub-question you never targeted directly, which is why covering a topic well beats chasing one exact phrase.
Clicks changed too. Pew Research Center found that people who saw an AI summary clicked a regular result in 8% of visits, against 15% when no summary appeared. Ahrefs measured a 58% lower average click-through rate for top-ranking pages on queries with an AI Overview.
The 6-step framework
- Start with topic clusters. Pick 3 to 5 topics your business should own. A photographer might choose family portraits, wedding photography and photo tips for small businesses.
- Collect real questions. Use autocomplete, People Also Ask, forums, your Search Console queries and, best of all, the questions customers ask you.
- Filter by intent, volume and difficulty. Volume numbers are estimates, so compare them rather than trusting them exactly.
- Check the AI answer landscape. Search the query. If an AI Overview answers it fully, either aim to be one of its cited sources or target a more specific version of the question.
- Match keywords to content types. Guides for questions, tools for tasks, comparisons for buying research, service pages for people ready to buy.
- Prioritize. Publish first what has clear intent, reasonable difficulty and a format AI can’t easily replace.
How do you match keywords to search intent?
Intent is what the person typing the query actually wants. Most SEO tools sort it into four types, and the quickest way to confirm it is to look at what already ranks.
- Informational: “how to care for a succulent”
- Commercial investigation: “best beginner indoor plants”
- Transactional: “buy monstera plant online”
- Navigational: “IKEA plant section”
| Intent | Content type | Example |
|---|---|---|
| Informational | Guide, explainer, how-to | “Why is my sourdough starter not rising?” |
| Informational (task) | Free tool, calculator, template | “Baking ingredient substitution calculator” |
| Commercial investigation | Comparison, roundup, review | “Best standing desks under $300 for home offices” |
| Transactional | Service or product page | “Family portrait photographer in [city]” |
| Local transactional | Location-specific service page | “Emergency plumber open weekends in [city]” |
A service page won’t rank where every result is a guide, and a guide won’t convert someone ready to book. Match the format and you rank faster with less effort.
Which tools do you need?
Free:
- Google Search Console: the queries your site already appears for, which no other tool can give you
- Google Keyword Planner: volume ranges and related keywords
- Google autocomplete, People Also Ask and related searches
- Ahrefs Webmaster Tools: a limited free tier for keyword and backlink data on your own site
Paid, once you publish regularly:
- Mangools KWFinder: clean interface and clear difficulty scores, well suited to small businesses
- SE Ranking: keyword research, rank tracking, competitor data and site audits in one place
- Semrush: strongest for content gap analysis and competitor research at scale
- Ahrefs: the most complete backlink data alongside keyword research
Start free and add a paid tool when your publishing pace justifies the cost.
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Frequently asked questions
Is search volume still useful?
Yes, as a comparison between options. Treat it as a rough range. A lower-volume question with clear buying intent often brings more customers than a high-volume general term.
Should I avoid keywords that trigger an AI Overview?
Not automatically. Being cited in the Overview still builds visibility, and Google recommends focusing on unique, valuable content for these experiences. If the query only needs a one-line fact, put your effort into a more specific or more commercial version instead.
How often should I redo keyword research?
Review your list every 3 to 6 months, and check Search Console monthly for new queries you already appear for.
Do I need a different keyword list for ChatGPT?
No. Use the same topics and questions. What changes is the check in Step 4: see who gets cited in the AI tools your customers use.
Sources
- Google Search Central, “AI features and your website“, last updated 10 December 2025.
- Google Search Central Blog, “Top ways to ensure your content performs well in Google’s AI experiences on Search“, 21 May 2025.
- Pew Research Center, “Google users are less likely to click on links when an AI summary appears in the results“, 22 July 2025.
- Ahrefs (Ryan Law), “AI Overviews reduce clicks: updated study“, 4 February 2026.
Related Guides in This Series
- SEO + GEO Complete Guide for Digital Marketers
- What is GEO? Generative Engine Optimization, Explained Simply
- How to Write Content That AI Cites
- On-Page SEO Checklist That Still Works
- How Search Intent Has Changed in the AI Era
- Measuring SEO vs. GEO: Tracking Visibility in 2026
Need a keyword plan for your site?
We build keyword and topic plans for small businesses that fit both Google and AI search. Get in touch →
First published: April 2026 | Last updated: September 2026 | Author: Minh Pham | Drafted with AI, fact-checked and edited by Minh Pham
This is one of MiinDigital’s core guides. It is reviewed and updated every year.
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