2024 was an interesting year for SEO, with pivotal changes in search results due to AI overviews, confirmation of how the ever-mysterious Google works (thank you Google data leak!), and many Google algorithm updates.
With the ever-changing landscape of search, how do we prepare for 2025? In this article, we share our predictions for what will be key changes for organic search in the next year, as well as how to prepare for these potential changes.
Ever-growing AI presence
AI's influence on organic search and SEO strategies is undeniable and will only continue to grow. In 2024, AI took a significant leap forward, with Google introducing AI overviews in the U.K., reshaping how search results appear. Additionally, the number of "AI-powered" tools has exploded, surpassing what you can count on two hands, and this trend shows no signs of slowing down as we move into 2025.
To thrive in 2025, businesses need to embrace AI-driven tools and strategies, from automating content optimisation to leveraging predictive analytics for keyword trends. AI is not simply about adopting new technology though, as success in a digital space in 2025 will also be about utilising AI insights with the creation of authentic, valuable content.
Diverse content strategies
While keyword-driven SEO content will remain a core part of any strategy in 2025, there will also be an emphasis on a more diverse content strategy as well. AI tools have made it much easier to generate content, which means more people are utilising this than ever. How do you stand out from the crowd if this is being used en-masse then? The answer is that there needs to be a focus on producing thought leadership content that AI simply cannot replicate. Google is increasingly prioritising content that demonstrates expertise, authority, and unique perspectives.
A successful content strategy in 2025 will incorporate a variety of formats to engage users across different platforms. Video, audio, and text will all play a role in building a more dynamic online presence. Podcasts will continue to grow as a way to share in-depth knowledge and connect with audiences in a more personal way, while case studies and long-form content will help establish credibility and showcase real-world results. By combining traditional SEO practices with high-quality multimedia content, businesses can stand out in an increasingly competitive search landscape.
A focus on E-E-A-T
As AI-generated content becomes more widespread, Google’s emphasis on E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—will be more critical than ever in 2025. AI may be able to generate content quickly, but it often lacks the human experience and unique insights that search engines and users value most. To stand out in an AI-saturated landscape, businesses must focus on showcasing real expertise and building trust with their audience.
Content that demonstrates firsthand experience, deep subject knowledge, and unique perspectives will have a distinct edge. This includes creating in-depth articles, case studies, and thought leadership pieces that highlight real-world expertise and offer tangible value to users. Additionally, trust signals, such as author bylines, credible sources, and user reviews, will play a key role in demonstrating authority and authenticity.
The rise of zero-click searches
With the rise of AI overviews and generative search results, zero-click searches are becoming increasingly prevalent. Users are now able to get quick, concise answers directly from Google’s search results without ever needing to click through to a website. This shift, driven by AI overviews and featured snippets, presents both challenges and opportunities for businesses looking to maintain visibility and engagement.
To adapt, businesses must focus on optimising their content for these AI-generated answers. Creating clear, structured, and highly relevant content that addresses user queries directly will increase the chances of appearing in AI summaries and featured snippets. Strategies like crafting FAQ sections, concise answers to common questions, and leveraging structured data markup can help businesses position themselves as trusted sources within zero-click environments.
While zero-click searches may reduce direct website traffic, they also present an opportunity to build brand recognition and authority. By owning valuable real estate in AI-driven search results, businesses can ensure they remain visible and trusted, even as user behaviour evolves toward faster, on-the-spot answers.
Optimising for search engines other than Google
Google will remain the dominant player in search, however, with the rise of LLM-based search engines this could begin to challenge dominance. Although Google is very unlikely to be dethroned anytime soon, diversifying SEO efforts across multiple platforms will be key to maintaining visibility and capturing new audiences as search behaviour evolves.
To stand out in these AI-driven environments, brands must double down on credibility, authenticity, and expertise. LLM-based search engines rely heavily on trustworthy, authoritative content to deliver accurate results. This makes digital PR and thought leadership critical strategies for success. By earning high-quality backlinks, and media mentions, and producing unique, expert-driven content, businesses can build authority that resonates across diverse platforms.
Summary: diverse strategies are essential in 2025
To stay competitive in 2025, diverse digital strategies are essential for organic growth. Success in SEO will require agility, creativity, and a focus on human-centric, high-quality content that aligns with both AI advancements and evolving user expectations. Businesses that adapt early, embrace new technologies and prioritise value-driven strategies will be well-positioned to thrive.
If you're ready to take your SEO strategy to the next level, get in touch with us today.
