Is SEO going to change in 2025?
Yeah, probably. But how?
This is what everyone wants to know. The problem is, we can’t predict the future. But we can ask our community of thought-leaders and marketing folks what they think about the future of SEO. And so we did. This is what they had to say.
SEO Will Evolve With AI Advancements
SEO in 2025 is set to evolve dramatically with advancements in AI, changes in search behavior, and a growing emphasis on user intent and experience. AI-driven search engines like Google and Bing will prioritize conversational queries, meaning businesses must adapt to more natural, question-based searches. For example, users may ask, “Who’s the best attorney near me for personal injury?” instead of using short-tail keywords. To stay ahead, businesses should focus on long-tail keywords, FAQs, and hyper-local content that answers these queries directly and positions them as the go-to expert in their field.
Equally important, content that connects emotionally will dominate the rankings. This is where StoryBrand methodology becomes a game-changer. By positioning your client as the hero and your business as the trusted guide, your messaging resonates on a deeper level. Content that solves real problems, whether it’s a law firm addressing “What should I do after a car accident?” or a real estate agent creating hyper-local neighborhood guides, will build trust and drive action. When combined with optimized local SEO, faster websites, and high-quality backlinks, this strategy ensures businesses don’t just keep up—they thrive in the evolving SEO landscape.
Mitch Cornell, Founder/CEO, Webmasons Marketing
Evolving SERP and KPI Importance
The biggest SEO change going into 2025 will have a trickle-down impact on what KPIs are the most important to brands. Search Engine Results Pages have been in flux over the last 1-2 years and will continue to morph this year, causing users to spend more time within results as opposed to the websites that rank well.
For e-commerce, we’ll continue to see an expansion of Shopping Feed placements and formats (both Paid and Organic). For Local, Maps will continue to dominate the top of the SERP while offering more areas to optimize those listings. AI will not go away – we have already heard from Google that it will change how Page 1 results are laid out based on user search queries and interests.
The days of ranking in Position 1 may no longer matter to SEO as we enter 2025 since that result could be halfway down the page. For those looking to perform well in Organic Search, think about how your site and content speak to user search intents, how well that page is laid out and tagged, and where it is driving users down the funnel. This will all be seen by search crawlers, AI, and (hopefully) your customers.
Eric Hoover, Organic Search Director, AI Strategist, Eric Hoover Digital
AI Overviews Will Reduce Website Traffic
The traffic erosion is a big issue, due to the several changes: AI overviews, snippets, and other noises on Google will probably be enough to satisfy users’ search intent without the need to visit a website. That’s why I believe there are going to be more AI integrations. Google reported in their Q3 earnings that they’ve cut the cost of AI operations by 90%, and it’s clear that keeping users on the SERP generates higher revenue for them. I anticipate a rise in video-first content as publishers increasingly leverage tools to repurpose content into various formats.
Luca Tagliaferro, SEO Consultant, Luca Tagliaferro Consultancy
AI to Dominate Search Landscape
The traditional search landscape as we know it is certain to change substantially in 2025. We’re hearing about change from Google (Gemini), ChatGPT, Perplexity, Anthropic (Claude), and the list goes on… So without further ado, here are my predictions for SEO in 2025:
AI Will Take Center Stage in Search (if it hasn’t already)
– Search engines will rely more on AI to deliver direct answers and personalized recommendations instead of just links.
– To stay visible, businesses will need to focus on things like structured data, featured snippets, and crafting conversational content that aligns with AI-driven results.
– Reach and impressions will replace clicks and CTR metrics as the most important measurement of search visibility.\
Search Will Feel More Personal
– Results will become even more tailored to individual users based on their behavior, location, and preferences.
– This means businesses need to really understand their audience and create content that speaks to specific needs and situations.
Search Will Blend More Formats
– Voice, video, text, and image search will merge, making it essential to optimize for all kinds of content.
– Interactive experiences like quizzes, polls, and even AR tools will keep users engaged and improve your site’s performance in search rankings.
Google Will Crack Down Harder on Low-Quality Content
– The focus on authority, trust, and expertise will only grow stronger, and sites without it will struggle to rank.
– AI will play a big role in sniffing out fake reviews, low-quality links, and poor content, so authenticity will be non-negotiable.
– First-hand experience and first-party data will become the new differentiator for quality content that shines in search results.
Tyler Brown, Head of SEO, Big Leap
Focus on Credibility and User Experience
SEO in 2025 is going to look very different from what we’re used to, thanks to the rapid evolution of technology and the way people search for information. Artificial intelligence is already changing the game, and it’s only going to get smarter. Tools and algorithms will start to handle more of the technical side of SEO, like keyword research and content optimization, making it easier but also raising the bar for quality and relevance.
One of the biggest shifts will be how much weight is placed on who’s creating the content. Google is leaning into what they call N-E-E-A-T; essentially looking for not just trustworthy and authoritative content but also proof that the person behind it knows what they’re talking about. It’s no longer enough to just churn out posts; there’s going to be a real focus on credibility and expertise.
At the same time, the way we search is changing. People are using more conversational language in their queries, especially with tools like ChatGPT and other AI systems becoming part of daily life. This means content needs to get better at answering very specific, natural-language questions.
Another big shake-up could come from outside Google itself. If antitrust pressures force Google to open up its data, we might see new search engines entering the space. That means SEO strategies will have to work across multiple platforms, not just Google. It’s exciting but also adds complexity.
User experience will matter more than ever. Things like how fast your site loads, how easy it is to navigate, and whether it feels seamless to use will all play a bigger role in rankings. On top of that, Google is cracking down on low-quality, irrelevant content that tries to game the system. It’s going to reward websites that genuinely add value.
It will be about combining technology with a human touch. It’s not just about algorithms: it’s about understanding your audience, building trust, and creating something that truly resonates. The brands and creators who can adapt to these changes will thrive.
Peter Wootton, SEO Consultant, The SEO Consultant Agency
User-Centric Approach and Visual Search
The future of SEO is shifting toward a more user-centric approach, with search experience optimization becoming a priority. Search engines are increasingly focused on delivering results that offer a seamless, engaging user experience. This trend calls for businesses to go beyond keyword targeting and prioritize fast-loading pages, mobile-friendly designs, and intuitive content that meets user intent.
Visual and multimodal search will also play a significant role in shaping SEO strategies. As tools like Google Lens and multimodal search gain traction, businesses will need to optimize images, videos, and other visual content to stay competitive. Structured data and detailed metadata will be essential to ensure visibility in these evolving search formats.
SERP fragmentation and zero-click results are becoming more prevalent, altering how users interact with search results. To adapt, brands should aim to dominate featured snippets, knowledge panels, and People Also Ask sections while diversifying their traffic sources. Investing in brand awareness, community engagement, and direct audience interactions will help mitigate the impact of zero-click searches.
Tim Pelletier, Owner/SEO Consultant, Tim Pelletier Consulting, LLC
Emphasis on User Experience and AI
SEO is always evolving, which is what makes it such an exciting and dynamic discipline. In 2025, we can expect a stronger emphasis on user experience, AI-driven search, and content authenticity. Platforms like TikTok (in regions where it remains accessible) will continue to rise as key discovery channels, while tools like Google’s SGE (Search Generative Experience) will reshape how we track and measure organic performance. Emerging AI-based interfaces like Gemini will further transform how users begin their search journeys.
While it may not fully materialize in 2025, the growing influence of augmented and virtual reality (XR) will start to redefine how users interact with the Internet. This shift will present new challenges, requiring SEOs and digital marketers to adapt their strategies to remain relevant in an increasingly immersive digital landscape.
Gerry White, SEO Director, Dergal – SEO Consultancy
Focus on E-E-A-T and Technical SEO
In 2025, I anticipate that SEO will undergo significant changes driven by advancements in AI and shifting user behaviors. Here are the key trends I expect to see:
- Emphasis on E-E-A-T: Content that showcases Experience, Expertise, Authoritativeness, and Trustworthiness will be prioritized by search engines. Brands must focus on creating credible and reliable content to improve visibility.
- Technical SEO: Elements like site speed, structured data, and mobile optimization will remain critical. A well-structured website will be essential for maintaining rankings as algorithms evolve.
- Conversational Search: With the rise of AI-driven tools, users will increasingly engage in conversational queries. This shift necessitates a focus on long-tail keywords and natural language to align with how people search.
- Multi-Platform Optimization: As new search engine-like go-to sources emerge, optimizing for various platforms beyond Google will become crucial for capturing traffic effectively.
- User Engagement Signals: Metrics like dwell time and interaction rates will play a larger role in website rankings. Creating engaging content that resonates with users will be vital.
Overall, I see SEO in 2025 requiring adaptability and a strong focus on high-quality content that meets evolving AI standards and user intent.
John Cox, Online Marketing + Creative Services Consultant, Bonhomie Creative
Search Will Get Smarter and Visual
SEO (Search Engine Optimization) in 2025 is likely to evolve significantly:
- Search will get smarter: Search engines like Google are constantly improving. By 2025, they will understand what you mean better than ever, even if you don’t phrase it perfectly. This will happen because of advanced AI models that can process natural language just like humans.
- Visual and voice search will grow: More people are using voice assistants like Alexa, Siri, and Google Assistant to search. And tools like Google Lens are making it easier to search with pictures. Websites will need to optimize for these types of searches.
- AI-generated content will flood the internet: With the rise of AI tools, there will be a massive amount of AI-generated content online. Search engines will focus on finding ways to tell the difference between helpful, well-researched content. High-quality, human-focused content will still stand out.
Rahul Ranjan, SEO Executive
Need help with SEO in 2025? Call Mandel Marketing
SEO is poised for a dramatic evolution in 2025, driven by advancements in AI, user-focused search algorithms, and the rise of voice and visual search. As search engines prioritize context, intent, and user experience, traditional tactics like keyword stuffing and simple backlinks are becoming obsolete. Instead, success will hinge on creating high-quality, authoritative content that aligns with conversational queries and AI-driven overviews. Platforms such as Google Gemini and ChatGPT search are changing the game, making it critical to optimize for emerging technologies and diversify traffic sources beyond Google.
Navigating this shifting landscape can be daunting, but Mandel Marketing is here to help. With our expertise in SEO strategy, raising domain authority, content optimization (such as content pruning), and user-focused design, we’ll ensure your business stays ahead of the curve. Don’t let your competitors outrank you—contact Mandel Marketing today and discover how we can future-proof your digital presence for 2025 and beyond.