Ripping Up the SEO Rule Book: What You Need to Know for 2025
- Lyn Spindley
- Jan 14
- 3 min read
Search marketing is on the brink of its biggest transformation yet. With AI-powered tools, evolving algorithms, and new consumer behaviors, SEO in 2025 isn’t just about rankings—it’s about adaptability, user intent, and intelligent systems that anticipate needs before they’re voiced.
As Google CEO Sundar Pichai puts it, “Search will change profoundly in 2025.”
So, how do businesses not just survive but thrive in this new era? Let’s break it down.
1. AI is revolutionising search experiences
AI tools like Google SGE (Search Generative Experience) are no longer just experimental—they’re becoming central to the search journey. For example, generative AI overviews now appear in response to queries, summarising key information directly on search results pages (Search Engine Journal).
What this means for businesses:
The rise of zero-click searches: AI snippets and overviews reduce the need for users to click on links. Businesses must optimise for on-SERP (search engine results page) visibility by using structured data, FAQs, and rich snippets.
Human + AI partnerships: While AI can generate insights, humans are needed to fine-tune messaging and maintain authenticity.
2. Visual search and video optimisation are the new frontiers
The increasing dominance of platforms like TikTok and YouTube signals a shift towards visual and video-first search habits. Google is adapting by enhancing video SEO features, such as timestamped snippets and AI-powered transcript analysis (Search Engine Land).
How to win with video in 2025:
Optimise video metadata: Use keywords, timestamps, and captions to ensure content ranks for specific queries.
Prioritise platform-specific strategies: TikTok’s algorithm differs greatly from YouTube’s, so repurposing content without optimisation will no longer cut it.
3. Voice search: still relevant and evolving
While voice search hasn’t quite revolutionised SEO as once predicted, it continues to grow. Voice AI like Google Assistant and Amazon Alexa are refining their capabilities, but businesses must tailor their content for conversational queries.
Pro tip:
Focus on long-tail keywords and create content that answers specific, spoken questions, like "How do I..." or "What's the best way to..."
4. SEO isn’t just digital—it’s local and hyper-personalised
Google’s local search updates mean that businesses must not only rank online but also provide a stellar offline experience. According to Search Engine Journal, 76% of users who search for something nearby visit a business within a day.
Stand out with local SEO:
Claim your Google Business Profile and keep it updated.
Use AI-powered tools to generate hyper-localised content.
Encourage reviews, as social proof is becoming critical for ranking in local results.
5. SEO maintenance is no longer optional
SEO is shifting from a "set it and forget it" mindset to continuous optimisation. Businesses that perform regular audits and adjustments will outperform those that don’t. This includes daily, monthly, quarterly, and yearly SEO maintenance tasks, such as checking for broken links, updating outdated content, and monitoring competitor strategies (SEO Checklist).
6. The untapped potential of “multimodal search”
One of the most innovative yet under-discussed trends is multimodal search, where users combine text, images, and even gestures to perform a search. For instance, tools like Google Lens allow users to take a photo of an item and search for related products or information (WordStream).
Why this matters:
Multimodal search is a game-changer for e-commerce businesses, enabling customers to find products visually rather than typing keywords.
Prepare your site: Use high-quality images, ensure your visual content is searchable, and implement structured data for images.
Treat Cheat Sheet: Mastering SEO in 2025
Here’s your quick-reference guide to staying ahead of the curve:
Optimise for AI summaries: Use structured data and schema markup to secure on-SERP visibility.
Leverage video SEO: Prioritise YouTube and TikTok with keyword-rich metadata and captions.
Focus on local SEO: Update your Google Business Profile regularly and encourage customer reviews.
Adapt to zero-click searches: Provide value directly on SERPs through rich snippets and FAQs.
Embrace multimodal search: Optimise visual content to capture search traffic from tools like Google Lens.
Schedule regular SEO maintenance: Perform audits daily, monthly, and quarterly to ensure your site stays competitive.
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