Synthetic Keywords: What They Are and How They’re Replacing Traditional Search Terms
The way people search has changed—and so has the way Google understands those searches. If you’re still relying on traditional keyword strategies for SEO or Google Ads, it’s time to rethink your approach. Enter: synthetic keywords.
These AI-generated, intent-based labels are Google’s new solution for connecting search behavior to ads and search results—without exposing the full, often sensitive, questions people actually type (or speak) into Google. And they may be replacing the keywords you’ve come to depend on.
What Are Synthetic Keywords?
Synthetic keywords are simplified representations of complex or conversational searches. Instead of showing you the exact phrase a user typed, Google summarizes the query into a keyword that captures its overall intent.
For example, someone might search:
“I need help managing my small business taxes as a freelancer in New York.”
Instead of seeing that full phrase in your Search Terms report, you might now see a synthetic keyword like:
“freelance tax help.”
This helps Google preserve privacy—especially in the AI-driven Search and Ads landscape—while still giving advertisers and content creators something to optimize for.
Why This Is Happening Now
We’re in the era of AI-first search. Google’s Search Generative Experience (SGE) and Gemini AI tools are encouraging people to ask longer, more natural, more personal questions. But sharing those verbatim with advertisers raises privacy concerns.
Synthetic keywords are Google’s compromise:
They let advertisers and marketers still target and analyze user intent.
They anonymize and generalize what users are actually saying.
They mark a shift from exact match to inferred meaning.
What This Means for Your Website and Ads
If your SEO or ad strategy is still built around exact-match phrases and old keyword research, here’s the reality: you may no longer be showing up when it counts. Google’s algorithms now prioritize content that addresses intent, not just phrasing.
Here’s how synthetic keywords could disrupt your strategy:
Search Terms Reports Shrinking – You’ll see fewer real search queries, making optimization trickier.
Broader Matching – Google may match your ads or content to themes rather than literal terms.
More Automation, Less Control – Google’s systems decide what a user means, and how your content fits.
How to Stay Ahead of the Shift
It’s not the end of SEO—it’s a change in focus. Here’s what to do:
Shift from keywords to questions. Your content should answer what your customers are actually wondering, even if they don’t ask it in your exact phrasing.
Build pages around intent. Instead of optimizing for “tax help freelancer NYC,” create content that addresses the full journey of a freelancer navigating taxes.
Refresh ad strategy. Use Performance Max or broad match campaigns with smart exclusions, but monitor how Google groups your traffic.
Keep your tone human. Conversational search favors conversational content.
Final Thought
Synthetic keywords mark a new era in search, one where understanding your audience’s needs matters more than guessing their exact words. If you want your brand to stay visible, it’s time to stop chasing exact-match keywords and start building trust through clear, helpful, and relevant content.
The question isn’t “what keywords are people typing?”
It’s: “What do they really want to know—and how can I help?”
