Bye bye keywords, hello topics!

There’s a shift happening in SEO – and it’s changing how we plan, optimise and measure success.

For years, the playbook was simple: pick a keyword, optimise a page around it, and track rankings. One page, one phrase, one goal. Every step up the search engine results pages (SERPs) felt like a win.

But that narrow focus doesn’t hold up anymore. Search engines – and now AI tools like ChatGPT – are much better at understanding meaning and intent.

That means one well-structured page can rank for hundreds of keywords across a topic. This shift – from keywords to topics – has big implications. Let’s dig into what it means, and how to work with it.

SEO has grown up. It’s no longer just about keywords – it’s about topics.

Advancements in machine learning like natural language processing (NLP) have made search engines smarter. Instead of matching keywords directly, search engines and large language models (LLMs – like ChatGPT) understand intent and the broader context of a page.

So rather than ranking for just one keyword, a single page can rank for hundreds of search terms. That’s great for users – they get relevant content even without exact keywords. And it’s good for us too – if we shift our mindset!

Monthly search volume isn’t the full picture

One challenge with this shift is that keyword tracking tools can’t keep up.

Google says 15% of its billions of daily searches are brand new. And AI’s shifting search behaviour too. Queries are becoming more conversational and unpredictable. It’s getting more challenging to get a clear picture of demand.

Monthly search volume (MSV) can be helpful, but it only gives a slice of the bigger picture. A keyword with zero search volume doesn’t mean there’s no demand for the topic. Using MSV alone might mean you’re missing some great opportunities.

Where can we find topics?

There’s no magic tool, but plenty of good places to find relevant topics. Here’s some I often use:

• Your services or products – what do you actually offer?
• Your site navigation (and competitors’) – what topics are baked into your structure?
• Blog categories – do these reflect key topics?
• Traditional keyword and competitor research – these still have a place!
• Google autocomplete & related searches – feed in some of the topics from the previous points
• Social media – TikTok, Reddit, and X show trending searches reflecting popular topics.
• Your GSC data – any patterns in queries with high impressions or clicks?
• Gut instinct – if you’re close to your market, trust your knowledge (but don’t rely solely on this).

How to validate search demand

Once you’ve got topic ideas, you need to know if anyone’s searching for them. Here’s how I usually do it:

• Cluster keyword data in Semrush or Ahrefs. Group similar keywords to understand overall demand for topics, not individual keywords.
• Check Google Trends for interest over time. Use the filters to see long-term patterns.
• Look at national keywords when targeting local ones. Low local keyword data might hide broader demand visible at the national level – and as search results are localised, there’s likely a local demand too.

None of these tools give exact numbers, but together they provide a clearer picture.

Implications for tracking

So, what does this mean for reporting?

Tracking just one or two keywords per page shows a tiny fraction of what’s happening.

Instead, I use query counting. It’s a concept by Daniel Foley-Carter that tracks how many queries your page appears for—a much better performance indicator, especially for new content.

You can view queries per page in Google Search Console, but Daniel’s tool SEO Stack simplifies tracking over time.

Keyword tracking tools still have their place but get expensive if you monitor every variation. Use them to track representative keywords, but don’t rely solely on them.

How do we work with search demand?

This part can feel awkward. Most SEO tools, reports, and dashboards are still keyword-focused.

You can’t exactly tell stakeholders we’re just “going with our gut” (even if sometimes, honestly, we are!). Instead, reframe how you think and talk about search demand.

Zoom out from individual keywords. Look at groups of related terms. Ask what they have in common – what topic are they circling?

Keyword research still matters, but cluster keywords to understand topical demand rather than fixating on exact phrases.

This shift from keywords to topics isn’t a trend – it’s already here, and it’ll only continue growing in importance. Adjusting how we plan, research, and measure SEO puts us in a stronger position to create content that actually gets found.

Try this: 15-minute topic gap finder

• Pick a key service or product you want more traffic for.
• Google it, scroll down, and check “Related searches.”
• Make a list of 5–10 related terms.
• Plug those into your site’s search bar (or use site:yourdomain.com term in Google).
• Do you already cover these related ideas?
• If not, note missing topics you could expand or create content for.

This exercise uncovers natural topic extensions your audience already searches for – highlighting areas your site might be missing.

Got any questions about how this could fit into your strategy? Drop me a comment!