SEO Trends That Will Shape Search in 2025

Hola 👋 Hope you had a relaxing weekend!

As we kick off a new week, I wanted to share some key updates on the shifting dynamics of SEO in 2025—driven largely by AI, evolving search behaviors, and new content expectations.

“SEO is dead”, we’ve all heard it. But here’s the truth: what really died is the 2015 version of SEO.

Search is still alive and well—just transformed. With the rise of AI, answer engines, and new user behaviours, we’re in a new era of search. And the SEOs who adapt are already winning.

Here are the top SEO trends you need to know in 2025—backed by data, expert insights, and real examples.

Let’s dig in. 👇

1. 🤖 AI in search results will continue to expand

In 2024, Google began rolling out AI Overviews (AIOs) on a wide scale. By late last year, they appeared in nearly 20% of all searches, and that number is climbing—especially for industries like business and tech.

While AIOs may reduce clicks, they also bring new opportunities. Citations in AIOs aren’t just from the top-ranking pages. In fact, only ~25% of AIO links match the top 10 SERP results, meaning smaller sites can now show up with the right content.

🧠 Pro tip: To land a citation, focus on authoritative, original, and clear answers to specific questions.

2. ✨ Answer Engines Are Gaining Ground

Platforms like ChatGPT Search and Perplexity are shaking up traditional SEO.

• ChatGPT is projected to reach 1% of all search market share this year.

• Perplexity saw a 71% rise in referral traffic, and it highlights citation links front and center.

This rise brings a new discipline into play: Answer Engine Optimization (AEO). Marketers need to rethink their content to earn citations in these platforms—fast, accurate, and trustworthy content is key.

3. 💬 Community Content Is King

Reddit, Quora, and other forums are dominating more SERPs, especially after Google’s 2024 core updates. In fact, Reddit became the third most visible site in search results.

Users are even adding "Reddit" to their queries to find more authentic answers.

The takeaway? Engaging in relevant communities (or publishing high-value content there) can be a real growth lever in 2025.

4. 💸 Sales-Driven SEO is on the Rise

2025 is the year SEO gets serious about revenue.

Instead of just top-of-funnel content, brands are now optimising mid and bottom-funnel content to rank—and convert.

According to SEO leaders like Sam Dunning, high-performing content now integrates product value, demos, videos, and even customer objections, turning SEO into a true sales tool.

🧠 Don’t write for clicks—write for conversions.

5. ✍️ First-Hand Experience Wins Rankings

Google’s ranking systems continue to prioritize Experience, Expertise, Authority, and Trust (E-E-A-T). But with AI-generated content flooding the web, authenticity is more important than ever.

Search engines are leaning on OriginalContentScore (revealed in 2024 leaks), which means they’re actively scoring for novel, unique insights.

Want to stand out? Use SME interviews, internal data, and personal experience in your content.

6. 👤 User-Centric SEO Becomes the Standard

It’s no longer enough to match a keyword. In fact, only 5.4% of Google’s AIOs include an exact keyword match.

Google is rewarding content that meets search intent, not just keyword targets. Tools like Navboost also measure click behavior, like whether a user engages, bounces, or clicks back.

This means we need to:

• Focus on answering user questions directly.

• Create modular, interlinked content (aka Ranch Style SEO) over skyscraper posts.

7. 🛑 Zero-Click Searches Are the New Reality

Over 59% of US searches in 2024 didn’t result in a click—and that trend is growing.

Whether it’s AIOs, social search, or answer engines, platforms want users to stay on their site. So how do we adapt?

• Target “awareness” with brand-building content in forums and social.

• Focus on visibility over traffic for some queries.

• Build in zero-click strategies like featured snippets and AIO citations.

🔮 TL;DR: SEO in 2025 Is About Value, Not Just Visibility

SEO isn’t dead—it’s evolving. The winners in 2025 will be those who:

• Deliver original insights

• Prioritize user intent

• Optimize for AI, not just Google

• And most importantly: treat SEO like a growth engine, not just a traffic source.

So, Let’s stop asking if SEO is dead. It’s time to say goodbye to old SEO—and hello to what’s next.

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