AI Overviews have created two classes of keywords: those that still send traffic, and those that Google now answers directly. Most stores haven’t adjusted. They’re still chasing informational terms that now have a 0.61% click-through rate while ignoring transactional searches that actually convert.

The stores surviving the AI shift aren’t abandoning keywords. They’re targeting different ones.

What AI Changed

When someone searches “how to choose running shoes,” Google’s AI now answers directly in the search results. No click needed. That informational query that used to drive blog traffic? It’s gone. The click-through rate for informational searches with AI Overviews is under 1%.

But when someone searches “women’s trail running shoes size 8,” they need to visit a store to buy. Google can’t fulfill that purchase. These transactional keywords still drive traffic, and they matter more now because they’re a larger share of the shrinking click pool.

The keyword strategy that worked in 2023 doesn’t work in 2025. If you’re still targeting broad informational terms, you’re optimizing for a game that ended.

What to Target

Product-specific searches: “blue floral cotton quilting fabric” not “quilting fabric”

Buying-intent modifiers: searches with “buy,” “price,” “shop,” “near me,” or specific product names

Comparison searches: “X vs Y,” “best X for Y” (people still click through to compare)

Long-tail specifics: 3+ word phrases with clear purchase intent

What to deprioritize: “How to” searches, broad category terms, questions Google can answer in a sentence.

What to Do

1. Audit What’s Actually Working

In Search Console, go to Performance → Search Results. Sort by clicks, not impressions. Impressions mean Google is showing you; clicks mean people are actually visiting. Find your queries with high impressions but low CTR. Those are the ones AI Overviews are eating.

2. Think Like a Buyer, Not a Researcher

What would someone type if they wanted to buy your product right now? Be specific. If you sell handmade leather wallets, “handmade leather bifold wallet” beats “leather wallet” beats “wallet.” The more specific, the more likely they’re ready to buy.

3. Use Amazon Autocomplete

Type your product category into Amazon and watch the suggestions. Those are real searches from people ready to purchase. The language often differs from what SEO tools suggest because it’s actual buyer behavior, not researcher behavior.

4. Stack Long-Tail Wins

“Blue floral cotton quilting fabric” has fewer searches than “fabric.” But you can actually rank for it, and the people searching are ready to buy. Stack enough long-tail wins and you’ll outperform stores chasing impossible head terms.

5. Map Keywords to Pages

Every product page and collection page should target a specific keyword. Create a spreadsheet: URL, Primary Keyword, Secondary Keywords. This prevents you from having multiple pages compete for the same term and ensures you’re covering your product range.

6. Check If You Can Actually Rank

Tools like Ubersuggest show keyword difficulty scores. If you’re a newer store, targeting terms with difficulty scores above 40 is probably futile. Focus where you can win, build authority, then go after harder terms.

7. Watch for AI Overview Expansion

AI Overviews are expanding into more queries, including some commercial ones. Check your target keywords in an incognito browser. If there’s an AI Overview, expect lower CTR. Adjust your expectations and focus where clicks still happen.

Tools

Free: Google Keyword Planner, Ubersuggest, Google Search Console, AnswerThePublic

Shopify Apps: SEO Manager, Plug In SEO

Paid: Ahrefs or SEMrush for serious keyword research and competitor analysis

How This Connects to Survival

Keywords get people to your door. But here’s what most SEO guides miss: Google watches what happens next. If visitors land on your page and immediately bounce back to search results, Google sees a mismatch. Your rankings for that keyword will drop.

The flip side: when visitors arrive and engage (browse multiple products, stay a few minutes, come back later), Google sees proof that your store satisfies the search. Strong engagement reinforces your keyword rankings.

Target the right keywords. Then make sure visitors who arrive actually engage. Both matter for survival.

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