It’s one of the questions I am getting asked more and more as we see a rise in AI search – “Are keywords still important for SEO?”

I understand the questions – SEO is evolving fast and Google is updating its algorithms regularly. At times SEO can feel like a moving target.

Often clients come to us saying that they’ve added keywords into their copy, tagged their website meta’s and added regular blogs peppered with those keywords but are still not ranking.

So do they matter in 2025? The short answer is yes, but the way they matter has evolved.

Keywords Aren’t Dead, They’ve Just Grown Up

Back in the day, SEO was all about cramming exact-match keywords into every sentence like you were trying to win a word salad contest. If you wanted to rank for “best coffee shop in Bristol,” you’d keep repeating it across site until your content starts to read like a broken record.

However, Google in 2025 is much, much smarter. It now understands context, intent and natural language in a way that wasn’t possible 10 yeas ago. The good news? No more awkwardly stuffing keywords into every header.

In 2025, the use of keywords is different, but they can’t be ignored altogether.

Where Do Keywords Matter in 2025?

Instead of keywords being magic words that are the key to all your SEO problems, think of them more as signals. They help Google understand what your content is about, but they’re not the whole picture.

Page titles: Stuffing your titles full of keywords won’t automatically put you on page 1, it still a good tool to show Google what your page is about, so don’t discount them altogether.

Meta Descriptions: Whilst you may think adding lots of keywords to meta titles will be a sure way to rank, Google has moved on. But they are still useful to show the user what the page is about and encourage click through.

On-page context: Including related terms and concepts (think “espresso,” “latte,” “barista,” not just “coffee”) gives Google richer context.

Search intent alignment: If someone’s looking for a quick answer, don’t give them a novel. If they’re researching, give them depth. Keywords help frame the intent of the user so you can tailor your content to them.

So yes, use keywords. But the key thing is what is good for the user. What makes sense for humans to understand your website and find your content valuable?

User Experience: The Unsung SEO Hero

You could have a website with all the best keywords in the world, but if your site takes forever to load, looks like it was built in 2006, or is impossible to navigate on mobile, users bounce.

Googles goal is always to server users with the best website experience. In 2025, things like page speed, mobile usability, accessibility and even visual layout play a big role in how well your site performs in search.

Ask yourself:

Is my site fast?

Is it easy to read?

Can users find content easily?

Do people stay and engage, or do they leave quickly?

Good SEO is now about providing value and that includes how people experience your website.

Content That’s Actually Valuable Wins

So Google isn’t just matching words anymore. It’s understanding meaning, depth, and authority. That means:

Generic, low-effort content won’t cut it. It’s time to stop getting Chat GPT to spit out keyword friendly blogs.

Rewriting what’s already out there with a few tweaks doesn’t impress Google either.

What works? Content that’s helpful, insightful, and clearly written by someone who knows their stuff.

If you’re sharing expert advice, personal experience, or in-depth knowledge—Google sees that. It wants content that’s written for people, not for algorithms.

So in 2025, don’t focus on keyword matching. Think about topic relevance, expert-level insight and solving real problems for your audience.

Beyond your website: Off-Page SEO and Brand Mentions Matter Too

Here’s where things get interesting. In 2025, SEO isn’t just about what’s on your site—it’s also about how the rest of the web sees and talks about you.

Backlinks (yep, still important): Think quality over quantity. One strong link from a trusted source beats a hundred low-effort ones.

Brand mentions: Even without a link, if people are talking about your business in a positive, relevant way, this sends signals to Google. That includes review sites and third-party platforms such as Google Business Profile, Yelp, Trustpilot, and industry-specific directories.

Social signals and authority: Likes and shares themselves don’t directly boost rankings, but they can increase visibility and traffic, which does help. Having a presence that engages across multiple platforms – TikTok, Instagram, Facebook and beyond – is important.

In everything you do as a brand online, remember that Google is trying to understand if you are a legit, trustworthy source.

Wrapping It Up

So, do keywords matter in 2025? Absolutely—but not in isolation.

We’ve long known that SEO is not just one thing, but that’s true now more than ever.

Keywords are just one piece of a much bigger puzzle that includes user experience, off-page reputation, brand trust and the overall value of your content.

If that sounds like a lot to juggle—it’s because it is! But we’re here to help. If you’re ready to get serious about your SEO (without chasing outdated tricks), get in touch today.