Is Keyword Targeting as Impossible as Spinning Straw into Gold?

Once the cornerstone of digital strategy, keyword targeting now feels like trying to spin straw into gold. It worked once—brilliantly so—but in 2025, the story has changed. We live in a world where intent, sentiment, and behavioral nuance now outweigh the mechanical relevance of exact-match phrases.

Think of it this way: once upon a time, SEO marketing revolved around discovering the exact words your audience typed into search bars. But with the rise of AI tools and hyper-personalized search algorithms, those static keyword lists are fast becoming folklore. The magic now lies in understanding why people search—not just what they type.

Once Upon a Time in SEO

There was a golden era where SEO professionals and pay-per-click (PPC) advertisers mapped every move to keywords. They’d say, “You need to know what your customers are typing in Google.” And so we chased keyword density, carefully placing terms in titles, headings, meta tags, and links.

Marketers believed if they picked the right keywords, success would follow. But that was before the massive leap in AI technology and search personalization. In 2024, major investments in AI and digital infrastructure rewrote the script. And now, keyword targeting, as we once knew it, is no longer the hero of the story.

So, does keyword targeting still matter? Yes—but it’s only mostly alive.

What This Means for Big Brands

Big brands can no longer afford to view customers as data points. Today’s consumers are driven by emotions, values, and intent. Consumer research now holds the key to unlocking those deeper motivations. If keyword research answers “what,” consumer research reveals “why.”

A recent report by Kantar paints a vivid picture of evolving behavior:

• 82% of consumers purchase products that enhance emotional wellness.
• Younger generations, particularly Gen Z and Millennials, strongly associate looking good with mental health—84% say appearance affects how they feel.
• 71% believe individual action is necessary to combat climate change.

Marketing must evolve in response to this emotional and behavioral shift. Campaigns that feel upbeat, personal, and socially aware outperform purely transactional ads. During major events like the Super Bowl, even traditionally stoic brands leaned into humor and warmth—because positivity sells.

Big brands must now leverage SEO marketing to go beyond traffic and rankings. Instead of stuffing pages with keywords, focus on what your customers truly care about—wellness, sustainability, representation. That’s where emotional relevance becomes your golden thread.

For Medium-Sized Businesses: From Funnels to Frameworks

Medium-sized companies, especially those in B2B or niche markets, have always leaned on keyword targeting to connect sales teams with leads. But the funnel has fractured. Today’s buyer journey is a nonlinear loop, scattered across platforms and moments.

A framework built on the 4S behaviors, highlighted by the Boston Consulting Group, offers a better lens for modern marketing:

• Streaming – Consumers engage with long-form content across YouTube, CTV, and podcasts. Strategic storytelling across touchpoints is key.
• Scrolling – Browsing on social platforms is the new window shopping. Brands must grab attention without demanding action.
• Searching – Search isn’t just text anymore. Voice, images, and AI tools like Google Lens and Gemini demand omnichannel optimization.
• Shopping – Consumers expect seamless transactions anywhere: in-app, social media, shoppable videos.

Medium-sized businesses that embrace this behavior-driven model will outperform those still chasing keywords in isolation. A combination of SEO marketing and pay per click strategies—enhanced by AI and tailored messaging—can bridge this behavioral gap.

For instance, in a recent AI workshop for a higher education publisher, traditional keyword research told us that students searched for “cheap textbooks.” But content that addressed their stress, financial anxiety, and desire for success resonated far more.

In short: meet people where they are, not just where your keyword tool tells you they’ll be.

Small Businesses: Fairy Tales and Fieldwork

If you’re helping local businesses grow, ditch the fantasy of viral campaigns and focus on practical insight. In the words of Sun Tzu, “In the midst of chaos, there is also opportunity.”

Small business owners may not have time for detailed research—but they have access to something far more valuable: direct conversations with their customers.

Local marketing agencies should encourage their clients to gather insights through simple, low-cost methods. Start with Google Surveys, which offer a quick way to capture feedback from website visitors. These surveys can run automatically, collecting up to 500 responses per month and breaking them down by demographics and device type.

Even better, the results are delivered using interactive data visualizations, allowing business owners to see patterns clearly and act quickly.

Want more control? Use Google Forms to build custom surveys with branching logic and share them via email, website embeds, or social media. The platform automatically summarizes the results and offers deeper analysis through exportable data.

This isn’t just a tactic—it’s a strategic advantage. When local marketing agencies empower clients to ask better questions, they help uncover insights no keyword report could ever reveal.

So… Are Keywords Dead?

Not quite. As the character Miracle Max in The Princess Bride famously said: “There’s a big difference between mostly dead and all dead.” Keyword targeting is still alive—but it’s not what it used to be.

More than 20 years ago, a press release announcing $29 one-way flights generated over $1 million in ticket sales for Southwest Airlines. “$29 one-way” wasn’t a top search term. But it struck a chord. It tapped into what travelers wanted—affordable, straightforward options. That’s the magic of intent.

Today, we have the tools and data to go even deeper. Keyword targeting still plays a supporting role in SEO marketing and pay per click campaigns, but it can no longer carry the whole show. It needs emotional nuance, behavioral context, and customer-centric design.

The Takeaway: Real Gold Lies in Understanding

In the fast-changing world of digital marketing, the real riches are no longer found by chasing keywords alone. Whether you’re a global brand, a medium-sized enterprise, or a scrappy small business, your best asset is still the human behind the screen.

Instead of trying to spin straw into gold, invest in understanding. Leverage interactive data visualizations, embrace the 4S model, personalize content, and talk to your customers—early and often.

Yes, keyword targeting still matters. But the future belongs to those who know why people search, not just what they type.