In a world where the digital landscape is quickly changing, it’s more important than ever to create an SEO strategy that will work in tandem with AI tools to boost your search rankings and provide important visibility.
According to Statista, in 2023, over 13 million adults used AI as their primary online search tool. By 2027, this is projected to reach 90 million.
With SEO in 2025 becoming more about tracking search algorithms and using SEO tools to create relevant content for organic search, creating content that is optimised for these new trends in the SEO landscape has never been more important.
Here are four top SEO trends for 2025 that will enable you to enhance your marketing strategy for the better.
Adaptability in a Changing Digital Landscape
The online world is currently undergoing some of the largest changes since the dawn of the internet, with an evolution of how user behaviour is changing the face of search engines as we know them.
For this reason, ensuring that you can be adaptable to the latest SEO trends and monitor your website’s performance in reaction to updates and user behaviour is important to your business’ success in the online world.
User engagement with technology is asking for more from businesses to ensure that your content is seen and featured by AI search.
To do this, it’s fundamental to understand which factors AI tools use to identify valuable content.
As a rule, AI tools will prioritise content that is clear, concise and easy to understand. So using bullet points, non-complex sentence structures and short paragraphs will mean you’re onto a winner straightaway.
Using FAQs to answer explicitly relevant questions will also help you to be picked up for featured snippets and AI overviews to search queries.
The Evolution of AI Agents
With AI agents growing and increasing in intelligence, users are using AI agents in the place of search engines to gain deeper insights into search queries without trawling search results to find the answer.
Many AI agents will now generate content pulled from various sources in a fraction of the time it would take a user time to manually make the search themselves.
Improved User Experience in Search Engines
Traditional ranking factors like E E A T and core web vitals are fundamental quality control methods in content creation for websites, and this trend is set to continue into 2025. AI search checks user behaviour in real time, ensures a high user satisfaction and will reward sites with better core web vitals.
With the dawn of AI tools in search engines comes the trend towards zero click searches, ultimately retrieving information using devices such as voice and visual search is becoming a growing norm.
Reports have shown that over half of 25-34 year old users are favouring voice search over traditional means of using search engines. The more your website is optimised for zero click searches, the higher your rewards will be for attracting users.
Not only are zero click searches a more convenient method for users, but in an ever more accessible world, it has also proved essential for disabled communities.
AI Agents will Continue to Provide a Personalised and Multimodal Search
Users are continuing to expect Google to create a search results page that is more accessible than ever, with generative AI tools that will pull up the very best quality results.
Although keyword research is still important for creating web pages that are based on user intent, examining user behaviour is more important for establishing the context of search intent.
Optimising content for relevant keywords and natural language processing will mean your site is more likely to be used as a source for Google AI overviews.
The rise of smart speakers has also generated a new way of providing information for user queries by removing the necessity to conduct a manual search through search engines.
How Can I Optimise My SEO Strategy for Voice Searches?
Conversational Keywords
By implementing conversational and long tail keywords, you will naturally optimise for voice search, which may be more informal than that of a manual typed search query.
Use FAQ Content
Many voice searches will tackle questions prefixed with “who”, “what”, “why”, and “when”. Not only do these questions make your content knowledgeable and seen as “expert” by Google, but they directly target the type of queries made by voice search user behaviour.
Optimising for voice search is also more likely to land you in position zero as a featured snippet – typically voice search results are pulled from here.
Work on Your Schema Markup
Schema markup is incredibly important for helping Google to understand your content. By using structured data and marking up information such as FAQs and local business details, you make it easier for your website to be featured in voice searches.
Social Media is Becoming Pivotal for Alternative Search Results
With social media sites like TikTok becoming increasingly popular as an ecommerce tool and as an alternative to search engine results, it’s more important than ever to implement inclusive social media tactics into your digital marketing strategy.
Consumers are gravitating towards content that is short, to the point and answers their question, so producing content geared towards key trends on social media is essential for success.
To Summarise…
AI has been the buzzword of 2024, stimulating discussion around the future of content marketing and how AI generated content could be set to shake up how businesses market themselves permanently. This is set to continue during 2025, with trends showing a gravitation towards smarter ways of using search engines such as voice searches, using AI platforms for more complex informative searches and a desire from users to encounter more personalised results.
However, the most important point to note despite the noise surrounding the rise of AI in marketing is that the fundamentals of SEO continue to be just as important. By optimising your existing content strategy to feature methods that will appeal to multimodal and zero click searches, you will improve user experience and engagement on your website, leading to greater traffic and SEO performance.
By continuing to write unique, informative and engaging content, you will set your marketing strategy up for success. Use the guidelines set out in EEAT and Core Web Vitals to streamline your site’s speed and SEO hygiene to really amp up your traffic. Finally, utilising backlinks from bloggers and influencers to improve your site authority can only contribute positively to your traffic alongside the solid foundations of a search engine friendly website.
Do you want to optimise your content strategy for SEO success in 2025?
Contact Maratopia today for a free SEO audit.