If you’ve spent any time trying to figure out SEO, you’ve probably heard two things that sound like they completely contradict each other:
- “Keywords are everything.”
- “Google doesn’t care about keywords anymore.”
So, which one is it in 2025? The short answer is yes, keywords still matter—but not the way they used to.
Let’s break it down.
What Keywords Used to Be (and Why That Changed)
Back in the earlier days of SEO, ranking on Google was a little more mechanical. You picked a keyword, repeated it enough times on your page, maybe threw it in the title, and hoped for the best. And it worked—for a while.
But things evolved. Google’s gotten smarter. Algorithms now look beyond keywords and try to figure out what a page is actually about. They pay attention to meaning, intent, and how helpful the content is, not just the words being used.
That doesn’t mean keywords disappeared. It just means you can’t trick the system with a bunch of keyword stuffing anymore.
How Keywords Work Now
In 2025, keywords still serve a purpose. They help search engines connect your content to the questions people are asking. But it’s not about stuffing in exact-match phrases anymore. It’s about using the right language your customers actually use—and doing it naturally.
Think about it this way: when someone searches “best pizza near me,” they’re not looking for a webpage that repeats that phrase five times. They’re looking for a place to eat. Google knows that. But if your website says, “We serve fresh, handmade pizza in downtown [Your City],” that’s enough of a signal. It’s relevant, it’s readable, and it helps Google (and customers) understand what you offer.
Keyword Strategy That Actually Makes Sense
So what should your keyword approach look like now?
- Think in Questions: People use Google like a conversation now. Focus on what they’re really asking, not just the short phrases.
- Use Natural Language: If you wouldn’t say it out loud to a customer, don’t write it that way just to squeeze in a keyword.
- Mix It Up: Use variations. If your business sells home cleaning services, don’t only use that exact phrase. Say things like “house cleaners,” “weekly cleanups,” or “local cleaning help” too.
- Place Them Where It Counts: You don’t need a keyword in every paragraph. Get it in the page title, maybe the first paragraph, a header or two—then focus on writing clearly.
Why Keywords Still Matter for Local SEO
For local businesses, keywords are even more tied to location than ever before. It’s not just what you do—it’s where you do it.
Saying things like “dog grooming in Austin” or “best tacos in San Antonio” helps both search engines and people quickly get the point. But again, it has to feel natural. Write the way your customers talk. Be specific and be helpful.
So, are keywords still relevant for SEO in 2025? Yes. But they’re not a cheat code or magic phrase. They’re part of the bigger picture—one that’s focused more on people than algorithms. If your content is clear, useful, and written with your customers in mind, you’re already doing most of the work. The right keywords just help make sure the right people actually find it.
At The Buy Local Media Group, we work with businesses like yours to create content that speaks to people—and search engines. Contact us today to build a strong SEO strategy!