Will Traditional Keyword Research Become Obsolete In An AI Search World? - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Summary3 min read

Voices of Search Podcast: Will Traditional Keyword Research Become Obsolete In An AI Search World?

Podcast Information:

Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Jordan Cooney
Guest: Chris Andrew, Co-Founder and CEO at Scrunch AI
Release Date: April 23, 2025

Introduction

In the April 23, 2025 episode of Voices of Search, host Jordan Cooney engages in a thought-provoking discussion with Chris Andrew, the co-founder and CEO of Scrunch AI. Scrunch AI specializes in optimizing business presence across generative AI platforms, positioning itself at the forefront of the evolving search engine landscape.

The Future of Keyword Research

The episode centers around a pivotal question: "Will traditional keyword research become obsolete in an AI search world?"

Chris Andrew provides a nuanced perspective, asserting that while traditional keyword research "will be less relevant" (01:09), it is "not going to be obsolete" (01:09). He emphasizes that traditional methodologies from the early 2000s will not disappear entirely but will undergo significant transformation to adapt to new technologies and user behaviors.

The Fragmentation of Search Engines

A critical point discussed is the fragmentation of the search engine ecosystem. Chris explains that Google, despite its dominance, is "fragmenting" (02:15) as multiple viable players emerge in the AI-driven search space. He highlights that Google's foundational technology in large language models ensures its continued relevance, but the rise of platforms like GPT, Perplexity, and Claude is altering user search habits.

Jordan Cooney notes, "For the first time ever, it's not my default motion to go to google.com for my initial query", illustrating a personal shift in search behavior that mirrors broader industry trends.

Evolution of User Intent and Prompt Mapping

Diving deeper, Chris Andrew elaborates on the complexity of modern search queries. Traditional keyword research focused on identifying and ranking specific terms to appear on search engine results pages (SERPs). However, in the AI search paradigm, the process evolves into "a much more complex mapping process" (02:45).

Chris provides an insightful analogy:

"Take a traditional simplistic keyword, which historically led to the question of am I showing up on the first 10 pages, and you extrapolate that keyword, you kind of, you know, blow it up into a million variations on a prompt..." (02:30)

This shift requires marketers to understand and anticipate the myriad ways users might phrase their intents, incorporating context and nuanced needs. For example, a simple search for "powerful laptop" now encompasses variations like "a powerful laptop under a thousand bucks for a recent graduate needing to return their university laptop by May". This scenario underscores the necessity for more custom intent and custom prompts rather than relying solely on traditional keywords.

Implications for SEO and Content Marketing

The transformation outlined by Chris Andrew signifies that SEO and content marketing strategies must adapt to a more dynamic and conversational search environment. Marketers are encouraged to:

Develop sophisticated prompt strategies that capture the diverse ways users articulate their needs.
Leverage AI tools to analyze and predict prompt variations and user intent more accurately.
Focus on creating content that addresses nuanced contexts and scenarios beyond simple keyword matching.

By embracing these changes, businesses can maintain and even enhance their visibility in an increasingly AI-driven search landscape.

Conclusion

The episode concludes with a consensus that keyword research is evolving, not disappearing. Traditional methods provide a foundation, but the future of SEO lies in understanding and mapping the intricate web of user intents and prompt variations facilitated by AI technologies.

Jordan Cooney wraps up by thanking Chris Andrew for his invaluable insights and directs listeners to resources for further engagement with Scrunch AI.

Notable Quotes:

Chris Andrew [01:09]: "I think it'll be less relevant. I think obsolete is the headline grabber."
Chris Andrew [02:15]: "Search is evolving into a world where there are multiple viable players."
Chris Andrew [02:30]: "You kind of, you know, blow it up into a million variations on a prompt."
Chris Andrew [03:00]: "I think it will massively, massively evolve into more custom intent and custom prompts."

Additional Resources:

Connect with Chris Andrew: LinkedIn Profile
Learn More About Scrunch AI: scrunchai.com
Subscribe to Voices of Search: Available on major podcast platforms and YouTube.

Remember: As the search landscape continues to evolve with AI advancements, staying informed and adaptable is key to maintaining a robust online presence. The answers are always in the data.

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Transcript4 lines

[00:00]
Podcast Announcer
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.
[00:43]
Jordan Cooney
This is the Voice of Search podcast. I'm Jordan Cooney. And joining us today is Chris Andrew, co founder and CEO at Scrunch AI, which helps businesses optimize their presence across generative AI platforms. All right, Chris, let's dive into our lightning round. Buy or sell? Are you buying or selling that traditional keyword research will become obsolete in an AI search world?
[01:10]
Chris Andrew
I think it'll be less relevant. I think obsolete is the headline grabber. So if we want to use it to grab five more listeners, we could say it. But I don't think keyword research is going to be obsolete, primarily because Google is not going away in the next 18 months or maybe ever. Right? Google is the inventor of the technology behind these large language models. Google owns search still, but it is fragmenting. Right. Search is evolving into a world where there are multiple viable players. Right. For the first time ever, it's not my default motion to go to google.com for my initial query. Personally, I'm starting in GPT or perplexity, doing a little bit more in Claude. My search experience is fragmenting depending on where I am in the workflow of my day. And so do I think traditional keyword research will be gone entirely? No, but I think there's going to be a much more complex mapping process to say, okay, this keyword results in prompts in hundreds of variations. Right? The keyword of. Let's come up with it. You know, powerful laptop, like, you know, whatever, whatever the word or phrase is that I'm searching for. There's a million versions of that prompt in human language that come with context of like, okay, I need a laptop under a thousand bucks. I'm graduating from school and I need to give my university laptop back. Okay, now I've got a bunch of context. Without saying it, they probably know that I don't need a laptop until May because that's when graduation is. Okay, what's on sale now might not be relevant. This person's planning ahead. So again, I think you take a traditional simplistic keyword, which historically led to the question of am I showing up on the first 10 pages, and you extrapolate that keyword, you kind of, you know, blow it up into a million variations on a prompt, and it gets a lot more interesting in terms of mapping these things. So I don't think keyword research from, you know, the 2000s is going to go completely obsolete, but I think it will massively, massively evolve into more custom intent and custom prompts.
[03:03]
Jordan Cooney
That wraps up this episode of the Voices Search podcast. A huge thank you to Chris Andrew from Scrunch AI for joining us. If you'd like get in contact with Chris, you can find a link to his LinkedIn profile in our show notes or visit voicesofsearch.com for more information about Scrunch AI, visit scrunchai. Com. If you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed soon. Okay, that's all for today, but until next time, remember the answers are always in the data.