Keyword Research in the AI Search Age: USA 2025

AI is transforming search, but not everyone agrees on whether it’s a revolution or a complication. As marketers race to keep up, some see opportunity while others struggle to adapt. With SEO strategies evolving faster than ever, the balance between AI-driven search and traditional tactics has never been more critical. The question is: Are we entering a new era of marketing mastery or a battlefield of algorithmic uncertainty?

To find out more about what 6,991 marketers in the US thought about keyword research in AI search, we leveraged AI-driven audience profiling to synthesize insights from online opinions over a year ending March 17, 2025, to a high statistical confidence level. This is what we learned. 

Index

• 33% marketers in the US use SEMrush the most often
• 74% US markers say optimizing for zero-click searches and featured snippets is essential
• 45% marketers find predictive analytics or AI tools for keyword trend forecasting effective
• Improved search rankings a benchmark for success for 58% marketers
• For 67%, AI-driven search has improved keyword research strategies
• User intent is now crucial for 39% marketers’ keyword strategies
• 6991 marketers all agree industry insights would make AI-powered keyword research easier
• 100% marketers agree optimizing for AI-powered search poses a significant challenge
• Balancing AI and traditional keyword optimization the biggest challenge for 86%
• 57% of marketers agree voice search and conversational AI play an essential role in SEO
• 49% expect complications with generative AI in SEO in the next two years
• 57% US markers based in the South
• Methodology

Which Keyword Research Tools Do You Use Most Frequently?

33% marketers in the US use SEMrush the most often

Marketers use a variety of tools for keyword research, but these are the most popular:

With over 1,149,000 active users worldwide, more than 25 billion keywords, and 43 trillion backlinks in its database, SEMrush is an SEO titan. 33% of our audience agrees and predominantly uses its keyword research tools. However, close behind are the 29% of marketers who use advanced keyword tools to do the job.

Interestingly, Ahrefs, which ranks second in the world after Google Ads, only comes in third, with 20% of US marketers using it the most regularly. Moz, which doesn’t rank in the top five for global use, comes in just behind with 19%. Overall, while SEMrush leads, it’s clear that marketers diversify their tools, and no single platform completely dominates the industry.

Are You Optimizing For Zero-Click Searches And Featured Snippets? Why Or Why Not?

74% US markers say optimizing for zero-click searches and featured snippets is essential

The general consensus is that zero-click searches and featured snippets are essential to optimization: 

Zero-click search has made a major impact on search, with Bain reporting that 

80% of consumers now rely on zero-click results in at least 40% of their searches. This has reduced organic web traffic by an estimated 15% to 25%. As the use of AI search and generative summaries continues to impact traditional search behavior, these numbers are set to grow. 

With such a major impact on browsing habits, it’s unsurprising that 74% of US marketers agree that optimizing for zero-clicks and featured snippets is essential. Another 18% say they are optimizing, while 9% say they are doing so for better visibility. Essentially, this shows that all marketers are aware of the importance of optimizing for these searches and are making an effort to shift their focus accordingly.    

Have You Used Predictive Analytics Or AI Tools for Keyword Trend Forecasting? If So, How Effective Were They?

45% marketers find predictive analytics or AI tools for keyword trend forecasting effective

Marketers find the use of predictive analytics and AI tools effective to varying degrees:

We’ve seen which tools are most popular among our audience for keyword research. These tools also assist with keyword trend forecasting to varying degrees of efficiency. For 45%, they are effective, 41% somewhat effective, and only 15% extremely effective.

The low number of marketers who say they are extremely effective will likely increase as AI’s potential for analyzing patterns and trends in past and current data is better realized. As AI becomes increasingly proficient at quickly analyzing large datasets to find keyword patterns that traditional methods may miss, the low number of those who find it extremely effective will likely rise. 

How Do You Measure The Success Of AI-Driven Keyword Strategies?

Improved search rankings a benchmark for success for 58% marketers

Markets have different ways of measuring the success of their strategies:

Measuring the success of keyword strategies has historically been linked to search rankings, organic traffic, and click-through or conversion rates. With AI-driven keyword strategies, it seems these benchmarks remain the same. Improving search rankings is the biggest indicator of success for 58% of marketers, effectively impacting organic traffic for 37% and improving conversion rates for 5%. 

This shows that while AI-driven keyword strategies require a new approach, the desired end results and the success indicators remain the same.  

How Has AI-Driven Search Impacted Your Keyword Research Strategy?

For 67%, AI-driven search has improved keyword research strategies

US marketers have mixed responses to the impact of AI search on keyword strategies:

Google has been vocal about how new breakthroughs in generative AI have led them to reimagine what a search engine can do. The Google Search Generative Experience (SGE) is proof of this and highlights the shift toward a more user-friendly and interactive search engine. This shift also affects keyword research strategies, and 67% of our audience have found that it has helped them to improve their strategy. 

However, almost half of that number (33%) says that AI-driven search has complicated their strategy, showing that there’s still quite a gap between early adopters leveraging AI for enhanced keyword research and those who are struggling to adapt to search changes.

How Important Is User Intent In Your Keyword Strategy Today Compared To Previous Years?

User intent is now crucial for 39% marketers’ keyword strategies

 Marketers’ attitudes to the importance of user intent differ slightly: 

It’s undeniable that user intent is a priority in keyword research strategies, and our audience reinforces this fact. 39% of US marketers say that compared to previous years, it’s now crucial, while 32% say it’s more important than before and 29% say it’s very important. 

This focus correlates with a SEMrush report that states search intent adaptation is crucial for marketers as user behavior shifts and new patterns emerge. It’s recommended that marketers adopt a hybrid approach to optimize content to answer direct questions, making it AI-friendly, and focus on broader informational queries to cater to traditional search.

What Additional Support Or Resources Would Help You Navigate AI-powered Keyword Research More Effectively?

6,991 marketers all agree industry insights would make AI-powered keyword research easier 

US marketers unanimously agree on what would simplify AI-powered keyword research:

Industry insights are essential for effectively navigating AI-powered keyword research, and all 6,991 of our audience agree. These insights offer valuable context, trends, and benchmarks that enhance decision-making and streamline strategies, and without them, strategies are far less likely to succeed.

A number of respected SEO authorities provide regular reports, research, and updates about AI, including Google itself. However, the onus is on marketers to seek out these insights and apply them as relevant to their strategies and target audience. 

What Are The Biggest Challenges In Optimizing For AI Powered Search Engines?

100% marketers agree optimizing for AI-powered search poses a significant challenge

AI-powered search engines clearly pose a major challenge for all marketers:

Gartner predicts that by 2026, search engine volume will drop by 25% due to chatbots, virtual agents, and the use of generative AI solutions that are becoming substitute “answer engines.” It’s no wonder that 100% of our audience find optimizing for AI-powered search engines a significant challenge, as traditional strategies are no longer effective and the landscape is continually evolving.

As GenAI becomes more embedded, keyword strategies will have to continue to shift while also accommodating other growing markets like voice search. While SEO has always been challenging, these changes add new elements that marketers must not just accommodate but integrate successfully. 

What Is Your Biggest Challenge In Balancing AI-Driven Search Optimization With Traditional Keyword Research?

Balancing AI and traditional keyword optimization the biggest challenge for 86%

Marketers are finding different elements of AI-driven search a challenge:

For 86% of US marketers, finding the balance between AI-driven search and traditional keyword optimization is their biggest challenge. This aligns with Hubspot’s 2025 State of Marketing Report, which revealed that 85% of marketing professionals believe generative AI will have a big impact on content creation. With a keyword strategy forming the backbone of content, this reinforces the importance of integrating AI-driven insights with traditional SEO practices to stay competitive. 

Conversely, a relatively small number of marketers find that data overload (9%) and integrating tools (5%) are their biggest challenges, proving that for most, finding the right optimization balance is a priority. 

What Role Does Voice Search And Conversational AI Play In Your SEO Strategy?

57% of marketers agree voice search and conversational AI play an essential role in SEO

Voice search and conversational AI clearly play a role in SEO, but the role does differ:

Voice assistant use in the US is expected to reach over 157 million users in 2026. The use of these devices has largely contributed to marketers adapting their SEO strategies for conversational AI. For our audience, 57% concur that voice search and conversational AI play an essential role in their SEO strategy. Another 22% say that it is central to their strategy, while 21% say it plays a significant role. 

This suggests that voice search and conversational AI have become integral to today’s SEO strategies and are considered by all marketers, with varying degrees of importance. 

What AI-Powered Search Trends Do You Expect Will Shape SEO In The Next 2 Years?

49% expect complications with generative AI in SEO in the next two years

US marketers clearly expect interesting changes in the SEO landscape in the near future:

Undoubtedly, AI-powered search has revolutionized SEO, and our audience has some very specific opinions on the trends they expect to see in the next two years. The biggest of these are complications with generative AI and generative AI enhancing SEO. This highlights the ongoing debate within the marketing community about the long-term effects of AI-driven search. While 49% anticipate complications with generative AI, concerns likely stem from unpredictable algorithm changes, shifting keyword strategies, and the challenge of maintaining content authenticity in an AI-dominated landscape.

On the other hand, 44% believe that generative AI will enhance SEO, suggesting optimism about AI’s ability to refine search intent analysis, automate content creation, and improve user experiences. 

IIn comparison, only 5% anticipate AI-driven advancements in visual search for SEO, while just 3% believe it will have a significant impact on voice search. Notably, none of our audience expect AI to enhance predictive search or create complications with personalized SERPs, indicating that these areas may not be a primary focus for SEO evolution in the near future.

Where In The USA is Your Company Primarily Based?

57% US markers based in the South

Of our audience, the split between company locations in the US was relatively small:

In 2024, marketing spending in the US exceeded $550 billion and accounted for over half of marketing revenues worldwide. It’s clear it’s a big business, and when looking at where our audience of 6,991 marketers are based, we found a very clear distribution pattern. 57% were located in the South, while 43% were in the Midwest. 

These high concentrations are likely driven by economic growth, business-friendly policies, and the presence of major corporate hubs in these regions. Additionally, lower costs of living and strong marketing programs at regional universities contribute to a steady talent pipeline, making these areas attractive for businesses and professionals.

From the insights we gathered, it’s evident that US marketers face significant challenges in balancing traditional keyword strategies with AI-driven optimization. Yet, despite the hurdles, marketers recognize that adapting to AI is essential for staying competitive in 2025 and beyond.

Methodology

The data we used was sourced from an independent sample of 6,991 marketers in the US from X, LinkedIn, Reddit, TikTok, and Threads. Responses are collected within a 65% confidence interval and 21% margin of error. Engagement estimates how many people in the location are participating. Demographics are determined using many features including name, location and self disclosed description.  Results are based on what people describe online — questions were not posed to the people in the sample.

About The Representative Sample:

• 69% of marketers in the US are over the age of 45.
• 48% identify as female and 52% as male.
• 44% earn $200,000 to $500,000 annually.