SEO in 2025
Adapting to an AI-Driven Search Landscape
Remember when your agency told you that clicks count?
Forget that. Sort of.
60% of searches now end in what’s called a zero-click…
… you search; AI answers your question. You’re happy and you close the browser.
There’s no click-through to a website.
So, does that mean SEO is dead? No. But what you’re looking at here is a shift.
It means that successfully optimising your SEO in 2025 needs a rethink.
In 2025, in the pursuit of information, people don’t necessarily click through to websites anymore. “zero-click content” - content that’s so comprehensive and informative that it satisfies user intent right on the search engine results page (SERP). Essentially, users can find their answers without needing to visit a website.
That’s if they use a search engine at all…
… because Large Language Models (LLMs) like ChatGPT have become answer engines too.
Contents:
- The New SEO Landscape in 2025
- The Rise of AI Searches
- Multi-Platform SEO
- The Bigger SEO Picture
- Technical SEO and User Experience
- High-Quality Content that Satisfies Users (and Search Algorithms)
The New SEO Landscape in 2025
Search has changed dramatically. Thanks to rapid shifts in technology and user behaviour, the SEO landscape of 2025 looks very different from a few years ago. Google’s algorithm updates, the rise of AI, and new search habits have rewritten the rules of the game. But people still need information and solutions, and they’re still searching, just not only on Google’s classic “10 blue links”.
“Search is thriving – it just looks different and is happening in other places.” - Wordstream.com
More people are literally asking search engines questions - “Hey Google, where’s the closest mechanic?” and expecting good answers.
“By the end of 2025, there are expected to be over 8 billion voice assistants in use worldwide (almost double the number from 2020)” - Seomator.com
At the same time, privacy changes and smarter algorithms mean search results are increasingly personalised. Google is far better at understanding context and intent than it was a decade ago. Thanks to AI models like Google’s BERT and MUM (and now its new Gemini Large Language Model), the search engine can interpret nuanced queries and parse the content of pages with human-like understanding.
For example, Google’s AI can comb through the top results and generate a single coherent answer snippet at the top of the page.
Simply cramming in keywords or building random backlinks no longer does it. SEO in 2025 is about better aligning with user intent, providing real value and enabling your content to stand out.
So, what does optimising your SEO look like in 2025 and beyond? Here’s a brief look at the changing environment:
- More searchers are relying on AI Overviews, and more people are using Large Language Models for their search activity – that is they are asking platforms like ChatGPT for the results. LLMs quickly combine multiple sources into one single response
- People now search on social platforms like YouTube, LinkedIn, Reddit or Tik Tok, and like reviews, these platforms offer real-world perspectives
- The customer journey includes a whole lot more platforms than just Google.
- Don’t overlook the power of an online community like Reddit. There is huge potential
“In 2025, it’s less about search engine optimization and more about search everywhere optimization” - Neil Patel
Optimising content for search engines isn’t enough anymore. As search engine algorithms evolve and users turn to different platforms to find information, such as social media and generative AI platforms, search engine optimisation is giving way to search everywhere optimisation.
The Rise of AI Searches
AI has genuinely been a game-changer in marketing and continues to envelop every part of the industry.
In SEO terms, last year Google rolled out AI-generated overview answers at the top of search results (known as Search Generative Experience or AI Overviews).
These AI summaries give quick answers without needing to click a result. By late 2024, nearly 20% of Google searches showed an AI Overview, and that number is growing.
Likewise, OpenAI’s ChatGPT and other “answer engines” came onto the scene and even started sending some traffic to websites. ChatGPT’s new browsing feature and tools like Perplexity.ai are now estimated to grab about 1% of search market share in 2025.
While “zero-click searches” the user’s query is answered directly on the results and about 60% of Google queries now result in no click.
Can I get Some of That?
A study by Gao et al. showed that structured, authoritative content significantly increases citation chances in generative AI contexts.
You’ll need to craft your content in clear, conversational Q&A formats. Follow questions with simple, to the point answers, supported by data and sources.
Then focus on building topical authority. That means well-researched, data-rich content covering a topic cluster (more on pillars and clusters below) to enhance your chances of getting that AI mention.
Wordstream research found that the average AI Overview contains around 11 citation links, often pulling from websites beyond just the usual top ten blue links. This means if you provide excellent, authoritative content that answers specific questions, you can earn visibility even inside AI-driven results.
And a Neil Patel study that looked at 500,000 queries showed that 44% of those citations were from blogs…
… so, if you’re a smaller site with great content, you’ll have new opportunities to get noticed, even against bigger foes.
From a technical perspective, having schema markup on your website supports AI citations too.
Multi-Platform SEO
While AI creates answer engines, search engines now exist in different places too.
While Google still maintains around 90% of searches, platforms like Tik Tok, Amazon and You Tube are being used as search engines.
Your future customer might discover you in a TikTok search, or hear about you on a Reddit forum, or have an AI response cite your blog.
Optimising for search in 2025 means casting a wide net across the internet. Because your business needs to be discoverable on all the platforms people use for answers.
That means Bing’s AI chat, YouTube, Amazon, TikTok, Facebook, voice assistants, Reddit forums, have all become powerful search engines with their own algorithms and you need to be visible. They are often the go-to for product reviews, recommendations and research. Small wins on these platforms compound to deliver good results.
“About 45% of Gen Z, for example, start their search journeys on TikTok or Instagram instead of Google ” - ecomva.com
“63% of shoppers begin product searches on Amazon, not Google ” - singlegrain.com
Optimise For Each Platform
Every platform has its own version of ‘SEO’.
For example, YouTube it’s watch time and engagement that matter most. On TikTok, it’s short-form videos tied to trends. On Amazon, optimised titles, quality images, and good reviews boost rankings. And don’t forget ‘Alexa… what’s a good place to get [insert your favourite coffee here]’…
What it means is you’ll need tailored content that fits each algorithm.
And as mentioned, community forums feed into both traditional and AI-powered search results. Reddit content shows up in nearly 97.5% of Google searches for product reviews according to Neil Patel.
Consider this too…
…one piece of content can be adapted to suit different platforms. That expert blog post could be used to create a short infographic highlighting key stats for Pinterest, or a 1-minute video summary for TikTok. Use it as a slide deck for LinkedIn.
You’re basically packaging the same core knowledge in formats each platform prefers. However, keep in mind that the tone and style that works on one probably won’t be ideal for another. So don’t just copy and paste.
A note on branding:
Brand recognition and reputation plays a large role too. Google wants what people love. And people love good brands.
When people search for a product or service, well-known names tend to float to the top. This may be because of years of trust or a billion great backlinks, but building your brand both offline and online can create a halo effect for SEO. If users start searching for your brand name more, Google sees that as a popularity signal and may rank you higher for generic terms as well.
Be consistent and present in your industry space to boost your brand’s authority.
The Bigger SEO Picture
SEO works best when it’s integrated with your broader marketing strategy so coordinate your messaging. Wherever a person finds you they should get a coherent message and quality experience.
The keywords you target in SEO should mirror the messaging in your other channels. Create a marriage between the messaging in paid and organic campaigns. Share your SEO content on social media and in newsletters; even if those don’t directly boost “SEO rankings,” they drive traffic and engagement which can lead to more links or brand searches.
This holistic approach not only helps each channel perform better, it creates a compounded effect on your overall marketing efforts. Think beyond your website.
Technical SEO and User Experience
Page experience matters more than ever in SEO.
Your website’s technical health is the foundation of all your SEO efforts. Leading SEO specialist Neil Patel says that Google’s philosophy is simple: it wants to rank sites you want to see.
That means if your site provides a seamless, enjoyable experience for visitors, Google is more likely to show it in the top results.
Technical SEO is all about clearing the roadblocks that could undermine that user experience. Here are the key technical areas to focus on:
Site Speed and Core Web Vitals
Google uses Core Web Vitals metrics to gauge your page experience, measuring things like loading speed, interactivity, and visual stability. If those metrics are poor, your rankings will probably suffer.
Mobile-First (Responsive Design)
If your site isn’t mobile-friendly, it won’t rank well, period. Ensure your website uses a responsive design that adapts to any screen size, with easy-to-tap navigation and readable text without zooming. A smooth mobile experience helps SEO and stops visitors from bouncing.
Site Structure & Indexing
Even a fast site can stumble if search engines can’t navigate it. Make sure you have a clear site architecture that helps both users and Google find content easily. Use logical menu navigation and URL structures, enable breadcrumb links, and interlink your pages in a sensible way. Good internal linking isn’t just for navigation; it also distributes “link equity” (ranking power) throughout your site. These technical details help search engines crawl and index your site efficiently.
Secure, User-Friendly URLs
A site that’s not HTTPS is a major trust and SEO issue to fix immediately. Also, optimise your URLs: keep them short, descriptive, and include your target keyword when it makes sense.
Schema Markup (Structured Data)
In 2025, adding structured data to your pages has moved from a nice-to-have to a must-have in many cases. Structured data (using schema markup) is code that helps search engines interpret your content and can enable special search result features. For example, by marking up a product page with schema, you can get rich snippets showing star ratings and price; marking up an FAQ page can get you a neat dropdown Q&A on the search page.
More importantly for the future, schema helps provide context to AI-driven search. It’s essentially feeding structured info to algorithms, which improves your chances of being included in voice search answers or AI overview citations.
High-Quality Content that Satisfies Users (and Search Algorithms)
The common thread in SEO, and marketing yourself across the internet, is creating valuable content. When you consistently produce content that educates, entertains, or solves problems, you’ll naturally attract an audience across channels. A successful content strategy in 2025 means quality, depth, and understanding user intent at every step of their journey.
It’s estimated there are 20 billion searches on Google every day. It’s still the way forward and content is still king but not in the old ‘blog + keywords = success’ way.
Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) means your content must demonstrate genuine expertise and value to readers.
Now consider this shocker too… users themselves want complete, accurate answers and they want them from sources they can trust. Imagine that.
Cover Topics in Depth (use topic clusters and pillar content):
Cover entire topics comprehensively with topic clusters: create a robust pillar page targeting a broad topic, and then have multiple, in-depth supporting articles that dive into subtopics, all interlinked in a cluster structure. This signals to Google that you’re an authority on the subject and will also impress your potential customers.
Emphasize E-E-A-T (Experience, Expertise, Authority, Trust):
Google’s quality guidelines place heavy weight on content that demonstrates these four qualities. In practical terms, this means you should create content that showcases your expertise and real-world experience, get other authoritative sites to cite or link to you, and build trust through transparency. But Trust is the biggest of the four. Without this, users will drop you like a hot potato.
If you have industry experts on your team (or can interview some), feature their insights and quotes in your content – that original expertise is key. Google still has human reviewers assessing whether content seems to be written by someone with first-hand experience in the topic, especially for what Google calls ‘Your Money or Your Life’ subjects (like health, finance, legal – those where accuracy is non-negotiable). Your authenticity will stand out.
Match Search Intent:
Search intent is essentially the ‘why’ behind a search. For every piece of content you create, ask yourself: what is the searcher really looking for? Are they trying to learn something (informational intent), find a specific page (navigational), compare options (commercial investigation), or make a purchase (transactional)? Are they just researching or ready to buy?
Aligning your content with a searcher’s intent leads to higher audience satisfaction and better rankings. Google tracks metrics like bounce rate, dwell time, and pogo-sticking (quickly returning to search results), which indicate if users got what they needed. If people consistently hit your page and then return to Google unsatisfied, you can bet your rankings will slip.
Keep Content Fresh and Updated:
Audit and refresh your content regularly. Revisit high-traffic pages at least every 6 months or so. Update statistics, revise sections that are no longer accurate, and improve examples with more current ones. Showing a ‘last updated’ date on your articles can signal that your site’s content is well maintained. Content updates can also resurrect declining rankings.
Mix Content Types and Media:
People consume information in various formats – videos, infographics, podcasts, interactive tools... diversifying your content not only reaches different audience preferences but also creates assets that can be leveraged on different platforms. Consider what format best conveys each message. Having multimedia content gives you more shots at appearing in Google’s special result blocks too.
Conversion-Focused Content:
Rather than just chasing blog traffic, integrate your content strategy with your business goals. Think about content that not only attracts visitors but also moves them toward becoming customers. Content like case studies or product comparisons can rank in search and also serves as sales material.
"SEO content needs a business-first mindset… content created for traffic as a vanity metric isn’t enough" - wordstream.com
In practice, this might mean creating content around customer pain points and common questions your sales team hears or incorporating calls-to-action and product demos within informational content where appropriate.
One expert, Sam Dunning, describes the goal as “optimising for search and sales so content… not only ranks but also resonates, builds trust, and converts clients”
Brands who can tap into internal experts and unique data will dominate, while those churning out generic articles could struggle.
And don’t forget content repurposing. We’ve mentioned this above but tweaking and reusing high-value assets across platforms helps to build additional reach. Transform a blog post into a YouTube explainer, break it down into TikTok clips or turn graphics into Pinterest-friendly assets.
Final Thoughts on Optimising SEO in 2025
SEO is always going to be an ongoing strategy. The algorithms will continue to update, new platforms will emerge, and user behaviours will shift. But people always seek information and solutions, and those who provide the best answers in the most convenient way will be rewarded.
Shift some focus to AI and ‘Answer Engine Optimisation’, think about how you will focus your efforts not just on Google but across the internet and into communities. In 2025 Tik Tok, Amazon and Reddit have all become established search engines. And don’t overlook the growth of voice searches.
