Keywords vs Topics in SEO

Are keywords dead?

No, they’re not. But the way we use them has changed.

Instead of focusing on one keyword at a time, we now need to think about the bigger picture; the topic behind it.

Keyword vs Topic

Let’s strip this back.

What is a keyword?

A keyword is:

• The exact phrase someone searches

• Specific and measurable

• Example: “best running shoes for flat feet”

What is a topic (or query cluster)?

A topic is:

• The broader idea behind multiple searches

• Made up of many related questions

• Example:

  • “running shoes”

The easiest way to understand it:

• Keyword = one question

• Topic = all the questions around it

Why the shift?

Search engines (and AI tools like ChatGPT, Google AI Mode, Perplexity) don’t think in just keywords anymore.

They also think in:

• Meaning

• Context

• Relationships between ideas

This is often referred to as semantic search, where platforms group related ideas together rather than treating each search individually.

So instead of asking:

“Does your page match this keyword?”

They’re asking:

“Is your brand a trusted source on this entire topic?”

Where Traditional SEO falls short

Old-school SEO looked like this:

• Pick 1 keyword

• Write 1 page

• Try to rank

Repeat 50 times.

The problem with that now?

Well, you end up with:

• Thin, repetitive content

• Pages competing with each other

• No real authority

What Topic-Led SEO looks like

Instead of chasing individual keywords, you:

1. Pick a core topic

Example = Instagram Advertising

2. Cover the full landscape

You create content around:

• Cost of Instagram Ads

• Creative Strategy

• Audience Targeting

• Why Ads Don’t Convert

• Supporting Ad Creatives

3. Build connections between content

• Internal linking

• Consistent messaging

• Clear expertise

4. See the results

Search engines start to see:

“This brand knows this topic.”

Not just:

“This page matches this keyword.”

How this connects to AEO & GEO

Now, this is the super important bit.

With AEO (Answer Engine Optimisation):

You need to answer:

• Specific questions clearly

• In context of a broader topic

With GEO (Generative Engine Optimisation):

AI tools:

• Summarise content

• Pull from multiple sources

• Prefer trusted topic authorities

The English version:

If you only optimise for keywords, you might rank.

If you optimise for topics, you get referenced, summarised and recommended.

How to incorporate topics into your SEO strategy

Here’s the practical part.

Step 1: Start with your business, not keywords

Ask:

• What do we actually sell?

• What problems do we solve?

• What do customers ask us?

This becomes your topic list.

Step 2: Map supporting queries (keywords)

Under each topic, list:

• Questions people ask

• Variations of searches

• Pain points

Example:

Topic: Meta Ads

Keywords/queries:

• Why are my Facebook ads not converting?

• How much should I spend on Meta ads?

• Best creatives for Facebook ads

Step 3: Create fewer, stronger pieces of content

Instead of:

• 10 blogs for 10 keywords

Create:

• 1–2 strong pieces that cover the full topic properly

Step 4: Build internal links

Connect related content so search engines can see:

• Structure

• Depth

• Relevance

Step 5: Measure differently

Don’t just track:

• Rankings for one keyword

Look at:

• How many related searches you appear for

• Growth in impressions across a topic

• Overall traffic from a content cluster

Tips for moving forward

If your strategy is:

“What keyword should we target next?”

You’re thinking too small.

Instead ask:

“What topic do we want to be known for?”

The brands succeeding in SEO, AEO and GEO right now are the ones that:

• Understand their topic space

• Build depth, not just volume

• And create content that actually answers real questions