The year 2024 is poised to leave a significant impact on the history of search trends. This year has witnessed a genuine challenge to Google’s search monopoly, with significant changes in how Google presents its SERPs (AI Overviews), alongside a data leak that offered an unprecedented glimpse into Google’s complex and enigmatic ranking algorithms.
There have been significant changes in how Google shows search results, including AI Overviews. Additionally, a data leak gave us an unusual look into Google’s complicated ranking algorithms. The organic search landscape has undergone a remarkable transformation in recent years, and the speed of change shows no signs of slowing down.
This year has seen the rise of AI-driven search, experienced the impact of mobile-first indexing on website performance and adjusted to the growing sophistication of user expectations. However, these developments are just the beginning of what’s to come.
As we approach 2025, we find ourselves at an exhilarating crossroads where Artificial Intelligence, user behaviour, and search technology intersect, fundamentally altering how people discover and engage with content online.
This post will dive deep into the trends and forecasts that will influence SEO success in 2025. From the rise of AI-enhanced search experiences to the evolving requirements for content creation and organic measurement, we’ll examine how these changes will influence your digital strategy and offer insights to enhance your organic search visibility in 2025 and beyond.
1. AI and the search engine evolution
The relationship between AI and search is reaching a crucial moment as Artificial Intelligence reshapes how people navigate digital content. Traditional featured snippets are being replaced by AI-driven summaries, resulting in a rise in zero-click searches, where users can find answers directly in the search results without needing to visit a website.
We will explore zero-click searches in more detail later in this blog, but first, let’s examine how the emergence of AI technology is altering the SEO landscape.
Cutting-edge AI-powered search engines like SearchGPT are focusing on conversational queries, prompting SEO professionals to adjust their strategies. This transition presents both challenges and opportunities, such as:
- AI-generated summaries enhance the precision of user search intent identification, enabling better targeting of keywords and content.
- Implementing structured data becomes essential for assisting AI systems in accurately understanding and presenting content.
- Keyword optimisation must evolve to accommodate Natural Language Processing (NLP) and conversational queries.
Personalised and localised search
The traditional one-size-fits-all model for search results is becoming outdated as search engines utilise advanced personalisation algorithms and location data to provide highly relevant results.
This change means that rankings now vary not only by city or region but also by neighbourhood and individual user search history.
- Conventional ranking reports are losing significance as results differ greatly based on location and user context.
- Local businesses can establish a competitive advantage in their respective service areas, with chances to excel in neighbourhood-specific searches.
- National brands need to devise more sophisticated strategies to maintain visibility across various locations and demographics.
- Marketing teams must create location-specific content that resonates with local audiences while ensuring brand consistency.
- SEO success metrics need to adapt to reflect geographic differences and personalised search results.
This shift calls for a more advanced approach to content creation, optimisation, and SEO reporting, one that takes into account not only geographic variations but also cultural nuances and user preferences unique to each market.
Predictive search
Search engines are becoming more adept at predicting user needs even before they finish typing their queries. This change necessitates that SEO professionals craft more nuanced, forward-thinking content strategies that extend beyond the traditional focus on short-tail keywords.
Instead of merely reacting to current search trends, effective SEOs must analyse user journeys, pinpoint potential questions at every stage of the decision-making process, and create content that proactively meets these future needs.
This involves producing content that not only addresses the initial query but also anticipates and responds to the natural follow-up questions users may have—essentially outlining the entire user journey through the content on your website.
2. A shift toward local SEO
Local search optimisation is becoming increasingly crucial for SEO. With the rise of mobile devices and voice assistants, more users are performing “near me” searches for services and products. This trend makes local SEO vital for businesses.
Additionally, alternative search platforms are now designed to deliver localised results. As their usage grows, it’s important to create content that performs well on tools like SearchGPT.
Importance of Google Business Profile
A great way to boost your local SEO is to claim and enhance your Google Business Profile. (previously known as Google My Business).
Make sure to update your profile regularly with:
- Correct business information
- Relevant categories
- Current hours
- High-quality photos
- Detailed service listings
This not only enhances your prominence in local search outcomes but also builds your credibility with potential customers.
Build local authority to dominate your niche
To further enhance your local SEO in 2025, concentrate on building your local authority. This involves gathering positive customer reviews, creating content specific to your location, and engaging with your local community.
Using location-based keywords is also crucial. These are the terms or phrases users type in when searching for specific information. You can research these keywords with a tool like Ahrefs or brainstorm a list based on what someone might search to find your site, then optimise your web pages and content accordingly. Be sure to naturally incorporate these keywords into your website content, SEO titles, and SEO descriptions.
3. Content quality and user intent
As AI continues to transform the search landscape, one fact is becoming increasingly evident: outstanding content is not just important—it’s essential.
By 2025, achieving success in SEO will depend on our ability to go beyond merely producing content that ranks to creating experiences that truly connect with users.
This transition requires a deeper insight into user intent, a dedication to authenticity, and the capacity to provide value that even the most advanced AI cannot replicate.
Let’s delve into how content strategies need to adapt to meet these evolving demands in 2025.
E-E-A-T becomes more critical
Although high-quality, authoritative content has long been a strategy in the SEO realm, content that showcases E-E-A-T (expertise, experience, authority, and trustworthiness) will be increasingly vital in 2025:
- Content should clearly exhibit expertise and real-world experience.
- Integrating multimedia will be crucial for engaging readers.
- The importance of author credentials and expertise verification will rise.
- Sharing content via social media, email, and other pertinent channels will enhance user engagement, foster community, and signal off-site authority to search engines.
One effective way to ensure your digital content aligns with Google’s E-E-A-T standards is to perform a thorough SEO content audit. Additionally, enhancing the overall quality and credibility of your content can be achieved by establishing a content authorship program.
This initiative allows you to highlight the authors of your content through detailed author bios that showcase their credentials, experience, and expertise in the subject matter. Blog authorship helps position your content as a reliable source in the eyes of both search engines and readers.
Balancing quality content and technical SEO
While technical SEO fundamentals will always serve as the backbone of a well-optimised site, the focus in 2025 will shift more towards creating high-quality, user-centric content.
This change will push SEO professionals to go beyond their technical skills and cultivate strong editorial instincts. The most effective SEO managers will be those who can blend technical proficiency with engaging storytelling, producing content that not only meets search algorithms but also captivates and informs their audience.
Website speed and efficiency will continue to be vital in providing a top-notch site experience. In terms of ranking performance, content quality and relevance will take precedence.
SEO professionals will need to enhance their content creation and management abilities. Publishing fewer high-value pieces will prove more beneficial than frequently posting lower-quality content.
Search intent-based optimisation
In 2025, understanding and addressing user search intent will be more crucial than ever as search engines enhance their ability to deliver highly relevant content.
Marketers will need to move beyond traditional high-volume keyword targeting and focus on comprehensively understanding the motivations, questions, and challenges that drive user searches.
Building on the predictive search strategies mentioned earlier, the focus will shift towards creating content that aligns perfectly with each stage of the user journey—whether it’s informational, navigational, or transactional.
Moreover, utilising data from search behaviour, audience insights, and feedback will be essential in customising content to meet changing user expectations.
By precisely addressing specific needs and providing solutions that truly resonate, businesses can not only boost their rankings but also build trust and engagement with their audience.
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4. Zero-click results are here to stay
Recently, there has been a noticeable rise in zero-click searches, where users don’t click on any of the search results.
This trend is primarily due to Google providing more essential information directly within the search engine results pages (SERPs), allowing users to find what they need without clicking through.
When users can find the information they need directly on the SERP, the motivation to click decreases. Consequently, businesses are finding it increasingly challenging to drive traffic to their websites.
The prevalence of zero-click searches is expected to grow even more this year, but you can take steps to prepare:
- Build thought leadership: Establishing your business as an authority in your field will encourage users to click when they see your website in the SERPs.
- Optimise for featured snippets: Strive to rank as a featured snippet for search queries that typically receive zero clicks. This involves structuring your content in transparent, informative formats that directly address frequently asked questions.
- Diversify your marketing channels: SEO isn’t the only way to attract traffic; ensure your digital marketing strategy includes various channels such as social media, forums, email marketing, and industry-related news sites.
Finally, focus on cultivating a dedicated following that views your brand as the primary source of information. If you succeed in this, people will think of you first when they need to find something or solve a problem, rather than relying solely on Google. This approach can help lessen your dependence on Google as your main traffic source.
5. Emerging technologies influence search behaviour
Technological innovations are broadening the visibility opportunities for SEOs. From voice search to immersive experiences, here’s what lies ahead:
Voice search increase
We expect that advancements in AI and increased consumer adoption will make voice search more practical and prevalent:
- Improvements in Natural Language Processing (NLP) enhance the accuracy of voice queries.
- Optimising for voice search becomes essential for local businesses.
- The importance of question-based content optimisation continues to grow.
Recent studies indicate that approximately one in five individuals regularly use voice search, integrating it into their weekly habits. Additionally, 58% of consumers rely on voice search to locate local businesses, underscoring the critical need for voice search optimisation in 2025, especially for local and multi-location enterprises.
Visual search and video optimisation
Wyzowl reports that 87% of marketers believe video marketing has boosted their sales, and over half (51%) of individuals are more inclined to share video content compared to any other type.
Visual content is set to play a pivotal role in search strategies throughout 2025. As video viewing increases, enhancing video content for search engines is becoming an essential aspect of a comprehensive SEO strategy. The integration of augmented reality will enhance user engagement, opening up new avenues for brands to gain search visibility.
6. Multi-platform SEO
The search landscape is evolving beyond traditional platforms like Google, expanding into various other channels that users utilise for content and brand discovery. Some examples of these emerging search engines gaining traction include:
- Social media search engines like YouTube, TikTok, Instagram, Pinterest, LinkedIn, and Reddit.
- E-commerce search engines, including Amazon, Facebook Marketplace, Google Shopping, Etsy, and TikTok Shop.
- AI and LLM AI search engines, like SearchGPT, Gemini, and Perplexity.
While Google continues to dominate with approximately 91.52% of the global search engine market share, SEO professionals must broaden their knowledge of alternative platforms to stay competitive and maintain visibility throughout the entire user journey.
For SEOs in 2025, mastering multi-platform optimisation strategies will be crucial for ensuring brands can effectively engage users in their preferred search, discovery, and interaction environments.
7. The user versus the keywords
Focusing on users instead of just keywords will be crucial for SEO success in 2025. Rather than concentrating solely on keywords, we need to create content that addresses user pain points and challenges, aiming to understand the intent behind their searches.
Keywords can often be misleading; high search volume terms may obscure unclear intent or be dominated by user-generated content sites like Reddit and Quora, as well as listicles and review sites that Google tends to favour.
User behaviour has evolved significantly; now, people are searching using long-tail keywords or complete questions instead of short phrases. By centring content around the challenges and needs of customers, you can avoid wasting time on keywords with intense competition or mismatched intent.
Algorithms will favour content that enhances user experience by providing valuable and relevant answers to specific questions.
Challenges brands will face in SEO
As the industry evolves, brands will encounter new challenges that require creativity and adaptability. Here are some key hurdles to keep an eye on:
- Decreased organic clicks and traffic: Zero-click results may restrict organic traffic, necessitating new strategies to showcase SEO success.
- Competitive SERPs (search engine results pages): Personalised and AI-generated summaries could limit traditional rankings, making it harder to gain visibility in search results in 2025.
- Brand versus non-brand focus: Staying relevant in the face of hyper-localised searches will become increasingly difficult. Emphasising strong branded search results will be essential.
- Emerging platforms: In 2025, new platforms and features for SEOs to navigate will emerge, including SearchGPT and TikTok search.
What needs to be done?
Since SEO trends are evolving significantly, brands need to implement beyond traditional optimisation methods.
Here are the key areas where SEO can make a difference in 2025:
- Foster greater collaboration with other marketing channels, such as paid media, user experience (UX), and conversion rate optimisation (CRO), to create more unified digital marketing strategies.
- Use advanced analytics to understand how users behave and how well the content works.
- Focus more on educating clients and communicating about changing search behaviours, ensuring that SEO strategies align with broader marketing efforts.
- SEO needs to take on a more comprehensive role that emphasises user intent, UX, technical skills, and the development and execution of high-quality content strategies.
Unlock SEO success with ThinkLittleBig
The future of SEO requires flexibility, creativity, and a thorough understanding of both technology and user behaviour. To succeed in 2025, brands must adapt to these changes while prioritising the delivery of value to users through high-quality, relevant content and outstanding user experiences.
By leveraging the right technologies and remaining responsive to shifts in user behaviour, businesses can set themselves up for sustainable organic growth. Are you ready to improve your SEO strategy for 2025? Contact us today to learn about the latest trends and stay ahead in the changing SEO world.
