The SEO landscape is evolving faster than ever in 2025. With the rise of AI-powered search, zero-click results, and constant algorithm shifts, businesses and marketers are asking: How do we stay visible?
If SEO has felt like a moving target, you’re not alone. The rules of the game are changing—but there are still clear strategies that work. We constantly learning and testing and here we’ll break down what’s new in the SEO world, what to prioritize in 2025, and how to stay competitive—especially in the age of AI Overviews and zero-click search.
What’s New in SEO in 2025
1. AI-Powered Search Has Changed the Game
Google’s AI Overviews, formerly known as Search Generative Experience (SGE), are now mainstream. Instead of just showing a list of links, Google often presents an AI-generated summary directly on the search results page—pulling from multiple trusted sources.
This means:
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Users get answers without clicking.
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Top positions on the page may go to AI summaries, not websites.
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Only high-quality, credible content gets cited in those summaries.
Key takeaway: To show up in AI Overviews, your content must be clear, trustworthy, and structured in a way that answers questions fast.
2. Zero-Click Searches Are Now the Norm
In 2025, over 65% of searches are now “zero-click”, meaning the user gets their answer directly on the search page—without ever clicking through to a website. You may notice a drop in your traffic, but there are other metric to track to evaluate website performance (more on this below).
This includes:
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Featured snippets
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Knowledge panels
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Maps and local packs
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AI-generated answers
This doesn’t mean SEO is dead—it means visibility is the new currency. Even if someone doesn’t click, your brand can still show up, earn trust, and get remembered.
3. Search Is Becoming More Conversational
Thanks to generative AI, people now search with full questions or even short paragraphs instead of keywords. Did you know that you also can show up in chat GPT as a source? That’s where conversational content is even more important.
For example:
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Old search: “SEO tips 2023”
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2025 search: “How can I improve my SEO ranking with Google’s AI search?”
This shift means SEO content needs to match searcher intent more precisely than ever before.
4. E-E-A-T Is More Important Than Keywords
Google continues to prioritize content that demonstrates:
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Experience
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Expertise
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Authoritativeness
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Trustworthiness
In 2025, these signals help determine whether your content gets picked up for AI Overviews, featured snippets, or other rich results.
That means:
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Author bios matter.
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Real examples and case studies matter.
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Getting cited or linked by trusted sources matters more than ever.
What to Prioritize in SEO This Year
1. Create Helpful, People-First Content
Forget stuffing keywords or writing just for bots. Focus on content that answers real questions clearly, thoroughly, and with genuine expertise.
✔ Write in natural, conversational language
✔ Structure with headers, bullet points, and FAQs
✔ Update content regularly to keep it fresh and accurate
2. Optimize for AI Overviews
Want your content featured in Google’s AI-generated summaries? Focus on:
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Answering specific questions clearly near the top of your article
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Using structured data and schema markup
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Being cited and linked by other reputable sites
Also, include sections like:
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“How to…”
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“Pros and cons”
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“Step-by-step guides”
These formats are favored by generative search models.
3. Strengthen Your E-E-A-T Signals
To earn trust with both users and Google:
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Add detailed author bios with credentials
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Include original data, research, or firsthand experience
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Get backlinks from credible industry sources
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Feature real testimonials or case studies
This builds the credibility that AI search models and users alike want to see.
4. Optimize for Visual and Voice Search
In 2025, more users are searching via voice assistants or using Google Lens and other visual tools. You can adapt by:
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Using conversational keywords (e.g., “How do I…” or “What’s the best way to…”)
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Adding image alt text and descriptive file names
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Structuring answers in short, scannable blocks
5. Invest in Local SEO (Still Powerful in 2025)
Local search continues to thrive—even in a zero-click world. People still rely on Google Maps and local packs to find businesses nearby.
Make sure your:
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Google Business Profile is optimized and updated
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NAP (Name, Address, Phone) is consistent across the web
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You encourage reviews, respond to them, and include local keywords
What SEO Metrics to Watch in 2025
As zero-click results rise and clicks decrease, traditional SEO metrics like CTR and bounce rate matter less. Instead, focus on:
Impressions
Even if no one clicks, showing up in AI summaries, snippets, or local packs builds brand visibility.
Brand Searches
If people are Googling your business name after seeing it in AI Overviews or featured snippets, your content is working.
Engagement
Time on page, scroll depth, and conversion rate now matter more than click-through rates.
Backlink Quality
Who’s linking to you? High-authority backlinks help establish E-E-A-T and influence how often you’re pulled into AI summaries.
Content Refresh Rate
Keep an eye on how often you’re updating key content. Google prefers fresh, accurate, and timely info—especially for health, finance, and how-to queries.
How to Keep Up with SEO in 2025
The best way to stay ahead is to treat SEO as a living, breathing strategy. Here’s how to adapt:
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Follow updates from trusted SEO news sources (like Search Engine Journal, Moz, and Google’s own blog)
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Audit your content regularly—refresh top pages every 3–6 months
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Use tools like Google Search Console, Surfer SEO, Ahrefs, or Semrush to track shifts
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Join SEO communities (Slack groups, LinkedIn threads, or Reddit forums)
SEO in 2025 Is About Visibility, Trust & Usefulness
If there’s one truth in 2025, it’s this: being helpful wins.
The days of keyword stuffing are long gone. In their place, Google (and users) want content that’s human, clear, credible, and genuinely useful. Whether you’re chasing AI search visibility, local leads, or brand recognition, the formula remains the same:
Put your audience first, prove your expertise, and stay agile.
Need help staying ahead of SEO trends?
Let’s chat about an SEO strategy tailored to your business goals—Get an SEO audit now.