Is keyword research dead in 2025?

Not even close—but the version most people learned is on life support. Finding a 1,000-volume keyword and cranking out a 500-word post to rank for it? That playbook expired around 2019. Here's what keyword research actually is now: it's the translation layer between your expertise and your audience's vocabulary. You cannot write an effective Topic page without understanding the specific language your audience uses to describe their problems. The shift isn't from 'keywords' to 'no keywords.' It's from 'finding keywords to rank for' to 'finding keywords to understand what our Topic Cluster needs to cover.' Keywords inform topics. Topics structure keywords. Both or neither.

How many keywords should I target per page?

You're asking the wrong question, and I mean that constructively. Target one core User Intent per page. That single intent might naturally encompass 5 keyword variations or 500—it doesn't matter. 'How to bake a cake' and 'cake baking guide' and 'baking a cake for beginners' are the same intent wearing different clothes. Don't count keywords. Study SERPs. If the top-ranking pages cover multiple related terms in one comprehensive guide, that's a Topic play—Google wants depth. If the SERPs show very distinct, specific answers for each variation, that's a Keyword play—Google wants precision. Satisfy the searcher's actual need, not some arbitrary keyword density formula.

Can I rank for competitive topics without backlinks?

This is where Topical Authority becomes your unfair advantage. I've observed this pattern repeatedly across my Specialist Network sites: comprehensive topic clusters can rank for terms that would normally require aggressive link building. The math is simple. If you have 50 interconnected pages covering every angle of a topic, Google's systems interpret your site as a subject matter expert. That internal relevance and depth substitutes for some (not all) of the trust signals that backlinks provide. A lone page targeting a high-volume keyword without supporting content? You'll need serious link acquisition to compete. But a page nested within a 40-page topic cluster? The cluster does the heavy lifting. This is why 'Content as Proof' works—your content library becomes your link equity.

What is the 'Anti-Niche Strategy' you keep mentioning?

Conventional wisdom says 'niche down until you own a tiny corner of the market.' I've tested that. It's a trap. The Anti-Niche Strategy means targeting 3-4 broad verticals (Topics) instead of one microscopic niche. Why? Three reasons. First, protection—if one market shifts, you're not dead. Second, Affiliate Arbitrage—you can monetize across different sectors instead of depending on one industry's commission rates. Third, compounding authority—expertise in 'SEO' makes you more credible in 'Content Marketing' makes you more credible in 'Agency Growth.' They reinforce each other. Using Topic Clusters, you can establish genuine authority across multiple verticals simultaneously. Keyword-only thinking traps you in micro-niches because you're afraid to target terms outside your 'approved list.' Topics set you free. Go broader. Go deeper. Own more territory.

Keywords vs Topics: Why You're Playing Chess While Google Plays 4D Quantum Physics

The keyword-obsessed crowd is building sandcastles. The topic-focused crowd is missing conversions. Here's the framework that wins both games.

Updated February 2026

Executive Verdict

Winner: Keywords (Your Tactical Ammunition)

Here's the uncomfortable truth I learned after auditing 200+ sites: this debate is a distraction. Topics are your architecture; keywords are your bricks. Build with only bricks? You get a pile of rubble Google can't navigate. Build with only blueprints? You've got a beautiful plan and zero traffic. The winning play is the Topic Cluster model — and I'm going to show you exactly how I've used it to make individual pages nearly impossible to outrank.

Keywords (Your Tactical Ammunition)

Best for:

Topics (Your Strategic Foundation)

Best for:

Martial Notarangelo

Founder, AuthoritySpecialist.com

Updated: February 2026

I've watched agencies burn six figures chasing I've watched agencies burn six figures chasing that led nowhere. that led nowhere. Here's the Here's the that actually builds defensible organic traffic. that actually builds defensible organic traffic.

DETAILED COMPARISON

Feature-by-Feature Comparison

1 wins for Keywords (Your Tactical Ammunition) • 3 wins for Topics (Your Strategic Foundation) • 1 ties

Feature

Keywords (Your Tactical Ammunition)

Topics (Your Strategic Foundation)

Winner

Scope & Granularity

How precisely you're targeting user searches.

Sniper-level specificity (e.g., 'best seo writing tools for agencies under $100'). One intent. One conversion path.

Umbrella coverage (e.g., 'SEO Content Production'). Captures the entire semantic neighborhood of related queries.

Tie

Google Algorithm Alignment

How well you're speaking Google's current language (Hummingbird, BERT, MUM).

You're betting on exact-match survival. One algorithm tweak can vaporize rankings overnight if intent shifts.

You're aligned with where search is going—semantic understanding, entity relationships, conceptual depth. This is what Google's AI actually measures.

Topics (Your Strategic Foundation)

Content Longevity

How long before competitors can knock you off your throne.

Fragile. Any competitor with slightly better metrics or fresher content can snipe your position. I've seen it happen in 72 hours.

Defensible. Try outranking a 50-page topic cluster with a single optimized post. It doesn't work. I've tested this extensively.

Topics (Your Strategic Foundation)

Conversion Potential

Will this traffic actually buy something?

This is where keywords earn their keep. Long-tail queries often signal credit card in hand. 'Best project management software for remote teams pricing' converts at 8x the rate of 'project management tips.'

Lower direct conversion, but topics build the trust that makes conversion possible. They're the top of your funnel, guiding users toward the pages that close.

Keywords (Your Tactical Ammunition)

Scalability

Can you keep building without eating yourself?

Eventually you hit a wall—or worse, start cannibalizing your own rankings. I've seen sites with 15 pages competing against themselves.

Nearly infinite expansion. Sub-topics, adjacent verticals, the Anti-Niche Strategy in action. This is how you build 800 pages that work together instead of against each other.

Topics (Your Strategic Foundation)

PROS & CONS

Strengths & Weaknesses

Keywords (Your Tactical Ammunition)

()

Pros

Cons

Best For

Page-level optimization and capturing bottom-funnel traffic where someone knows exactly what they want and is ready to act.

Topics (Your Strategic Foundation)

()

Pros

Cons

Best For

Site architecture, long-term content strategy, and establishing the kind of brand expertise that makes sales calls unnecessary.

FAQ

Frequently Asked Questions

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Feature-by-Feature Comparison

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Pros

Cons

Best For

Pros

Cons

Best For

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Pros

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