For years, people have been loudly declaring, “SEO is dead.” But is that really true?

Not quite. What’s actually dead is the old version of SEO—the one from 2015 where success meant simply ranking in Google’s blue links. Search today is a much more dynamic, fast-changing space influenced by AI, evolving user behavior, new platforms, and shifting regulations.

People keep using search daily to find answers, but they’re looking in different spots and seeking different types of information. If you work in digital marketing or create content, adjusting to these changes can lead to significant growth.

We’ll look at the eight most important SEO trends for 2025 that you should be aware of.

AI Will Continue to Be Used More in Search Results

The introduction of Google’s AI Overviews (AIO) in 2024 is changing the way people use search. An experiment in the past now appears in roughly 20% of searches (and an even higher percentage in business and tech). Google is introducing new AI features, including “Get an Explanation” buttons and bigger “Things to Know” sections, to make the search results page more interactive.

Though some are concerned that AI will lead to more zero-click searches, there is a positive side to this:

• Google is placing more citation links in its AIOs, which helps websites gain more attention.
• AIOs usually only have 20–26% of the same sites as the top 10, so there are many chances for smaller or newer sites to be seen.
• To be chosen for these answers, your content must be of high quality, authoritative, and original, and it should answer each question better than anyone else.

Answer Engines Will Soon Become Important Sources of Traffic Other Than Google

Google is not the only search engine people use these days. In late 2024, ChatGPT Search and Perplexity AI entered the market and are quickly gaining importance.

• ChatGPT Search has managed to capture just 1% of the search market, which is still a small amount from a large total.
• Perplexity AI is used by over 15 million people and is increasing referral traffic by including many citations.
• In fact, there have been 145 times more visits to some sites due to ChatGPT in just a few months.

As a result, AEO (Answer Engine Optimization) becomes important, helping marketers get their content featured in AI-powered answers on these platforms.

Community Search Results Will Not Be Going Anywhere

Do you remember that when you looked for something, Reddit or Quora were often the first results? That’s not a coincidence. The August 2024 core update from Google helped community-based content perform much better.

• Reddit is now the third most popular site that appears on Google search results.
• When people want genuine, human responses, they add “Reddit” or “Quora” to their search terms.
• Marketers are getting involved in these areas by either joining forum discussions or creating content meant for community platforms.

This year, community engagement will play an even bigger role in SEO strategies.

Sales-Focused SEO Will Become the Main Focus

Previously, SEO mainly focused on bringing in people who were just looking for information, not those ready to buy. In 2025, smart brands are paying more attention to SEO for later stages of the funnel.

Experts recommend writing SEO content that addresses what buyers want to know, handles their concerns, and helps in sales talks. Research has revealed that Google tends to rank branded or sales-oriented content higher.
It doesn’t require you to push your product on every customer. It involves adding small but important touches to your content, such as product demos, videos, or testimonials, to help people trust you and make a purchase.

Nothing Will Matter More Than Having First-Hand Experience

Because AI is creating many generic summaries online, Google is now giving preference to unique and personal content.

Google, following the E-E-A-T guidelines, is looking for real knowledge in your content, not just content created by AI. Some recent leaks discuss the possibility of using a

“OriginalContentScore” as a way to rank websites.

What is the main outcome?

• Internal data
• Expert interviews
• Case studies that are not common
• What real people go through

Tim Soulo from Ahrefs suggests that we stop thinking about content and concentrate on the information we can share that is unique.

User-Centric SEO Will Become Completely Clear

Avoid filling your content with keywords that exactly match your search term. In 2025, what you want to do is the most important factor.

A big study found that only 5.4% of Google AIOs included the exact keywords. Google’s algorithms are more interested in how users engage with your content than in you using exact keywords.

As a result, today’s successful SEO strategies are built around:

• Being aware of the specific questions users have
• Giving answers that are accurate and can be used to solve problems
• Posting several focused articles (what Bernard Huang refers to as “Ranch Style SEO”) rather than just big, all-inclusive blog posts

Giving users what they are looking for helps you achieve both AI recognition and better search engine results.

We Should Also Focus on the Rise of Searches That Don’t Require a Click

In 2024, only 41% of Google searches in the US resulted in a click, which is less than in previous years. When you remove searches that stay within Google’s system, only about 36% of searches direct people to other websites.

There are more zero-click searches today due to:

• AI Overviews available on Google
• Increasing the capabilities of answer engines
• LinkedIn and Facebook encouraging users to remain on their platforms

While there is a lot of organic traffic available, marketers should begin thinking about ways to reach people without getting clicks, such as boosting their brand, increasing activity on search platforms, or finding new ways to offer value.

The Idea That SEO Is Dead Will Eventually Disappear

Even with all the worry, SEO is still going strong and is simply changing over time.

Neil Patel Digital tested 30,000 websites and discovered that organic traffic increased in 2024 despite the impact of AI Overviews. According to Rob May from DNS networks, experts believe that search is now focused on making a brand visible, building a good reputation, and converting visitors into customers.

In 2025, marketers will change their SEO strategies by including:

• Answer Engine Optimization (AEO)
• Using SEO on social media
• Models that measure business results instead of just focusing on vanity metrics

Things are changing, but SEO is still a key part of digital marketing.

Final Takeaway

In 2025, being found in search means being present on AI platforms, community sites, answer sites, and social networks. Those who succeed will be the ones who change, invent, and focus on what users need.

If you’d like to work with experts on these trends, Brew My Idea can help your brand succeed in SEO. Let’s talk today and start planning your way to better search results.