Do Keywords Still Matter in 2025?

Keywords are a long-standing practice in search engine optimisation (SEO). But with Google’s many algorithmic changes over the years, do they still matter?

The short answer: yes. While keywords aren’t quite as straightforward as they used to be, they still play a vital role in search rankings. Overall, SEO in 2025 is smarter and more context-driven, which requires an updated approach to keywords.

This post from Adhesion breaks down how the use of keywords has evolved, and how NZ businesses can update their strategy accordingly.

Keywords: Then vs Now

The concept behind keywords is simple: by using certain phrases on your website, you’re in the running for ranking for that search on Google. So when users make a query, like “travel agency auckland” your relevant business might be the first one they see.

In the past, keyword quantity was prized above all else; paragraphs may be overloaded with keyword variants with the sole purpose of ranking, which could lead to some unnatural phrases – not the most user-friendly practice at times.

Nowadays, search engines prioritise helpful, natural-sounding content over exact matches. Google uses semantic search and AI to understand intent and context, while AI Overview is changing SEO even further.

Why Keywords Still Matter in 2025

• Search Intent: Keywords help indicate what people are looking for – even if phrased differently.
  
  
• Content Planning: They guide blog topics, FAQs, landing pages, and structure.
  
  
• SERP (Search Engine Results Page) Features: Google still highlights pages with clear, relevant keyword signals (such as title tags, featured snippets).
  
  
• Matching User Language: Good SEO still requires understanding how real people search.

What’s Changed About Using Keywords

Synonyms and variations matter. Google can understand meaning, not just phrasing. Beyond exact keyword matches, its algorithm is becoming more proficient at collecting broadly related terms and gleaning context. Meanwhile, searches are organised not just by terms, but broader topics – clusters of keywords that form the context of web pages.

Keyword density is obsolete. Keywords should be used naturally; once in headings, then once or twice in the body text is often enough. Over-stuffing your website with keywords may actually negatively impact your rankings, as Google prioritises content that is deemed useful to users. Instead, search intent is a high priority: whether people are looking to buy, researching, or comparing. This affects how people use terms and what they want from search results – it’s this that web content should be tailored towards.

Modern Keyword Strategy Tips

If you’re a smaller business, you may be relying on outdated keyword strategies. A fresh content strategy aligned to intent can bring in better traffic. Think in terms of problems your customers are Googling, not just keywords you want to rank for.

1. Use keyword research tools like Google Search Console, Ahrefs, or Semrush – but interpret results with intent in mind.
   
   
2. Create topic clusters: one main page with supporting blogs around related subtopics.
   
   
3. Optimise for humans first – use keywords where they make sense, rather than putting them in for their own sake.
   
   
4. Don’t forget on-page basics: title tags, meta descriptions, image alt text, headings.

Conclusion

Keywords still matter – but only when paired with intent, context, and helpful content. Prioritise your audience when you’re creating copy for your website; review your current keyword usage to make sure it’s effective and update old content where needed.

Need help modernising your SEO strategy? The team at Adhesion can help you rank smarter in 2025 – contact us today.