As a Charlotte digital marketer, we’ve said numerous times that search engine optimization (SEO) keywords are important. They’re how you rank in search results. They’re how people find you. But with AI changing things, you may be asking yourself, “How important are keywords these days? Do you really have to use them?” The answer is nuanced.
Basically, what’s happening is search engines are getting smarter. Advances in machine learning and natural-language processing mean Google can understand semantic similarity better and better. For instance, “car” being the same as “automobile” or “computer” being semantically similar to “laptop.”
It’s also true that people are searching for more complicated things. They’re not just googling “car,” they’re googling, “what’s the most spacious vehicle for a family of four” and Google delivers. Marketing software company Moz.com conducted a study of this using 1,000 “long-tail” queries built for prompt-tracking. They searched for things like, “Is it better to work out in the morning?”
The queries (aka, searches) resulted in 8,703 results. They found 99.51% of display titles did not contain the full query, meaning, there wasn’t an exact match between the search and the result. In the query, “what causes my car to overheat,” the results were “why is my car overheating,” and something similar. Only the word “car” overlaps but you understand those two questions are essentially the same. The cool thing is Google does too!
As a Charlotte internet marketer, what we’re seeing is that Google is getting better at semantic similarity, so you don’t need to worry about being an exact match for the keywords you’d like to rank for. There’s more wiggle room. BUT keywords and keyword clusters do still matter because, again, that’s how search engines, and Gen AI, find you.
The best marketing advice in 2026 remains: provide value for your customers and clients, answer the questions they have, and do that repeatedly. Consistency is rewarded here. Other than that, there are strategies to determine your best keywords. We wrote about this in our last blog.
A quick recap is use tools that provide real search data like Google Keyword Planner (which is free) or Semrush or Ahrefs, which offer deep insights into competition and ranking difficulty but are paid. Once you have a list of broad keywords related to your industry, narrow down those keywords and map them to your website pages based on relevance, competition, and intent. After that, use those keywords in your blogs, in your headers, title tags, and meta descriptions.
But basically, what we’re saying is you can take out the perfectionism of the “I must use the keyword exactly like this” and trust that you’ll still rank.
We get this can still feel complicated. If you want help with your online marketing strategy, we’re here to help.
Get in touch with us via email or call (704) 336-9113.
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