2024 will inevitably earn a place in the search history hall of fame (pun intended). This year we saw the launch of AI Google’s search monopoly genuinely threatened for the first time, radical changes to the way Google’s SERPs are presented (AI Overviews), and the data leak that gave us the biggest behind the scenes sneak peek at Google’s converted and mysterious ranking algorithms.
Organic search still rules in the world of ecommerce and, for many brands, is their largest driver of sales and revenue. With that in mind, it’s crucial to keep up with the latest trends in the SEO world. After years of Google-dominated search and a relatively stable SEO landscape, 2024 has sparked the question more than ever before: what comes next?
We’ve put together our top predictions for the world of search in 2025, as well as our top suggestions for actions you can take now to make sure your business stays ahead.
1. AI Search and GEO
This year saw AI go from sci-fi fantasy to a reality that’s making us question the nature of search (and our existence) itself. Bing partnered with ChatGPT to produce Co-Pilot, bringing AI-enabled search to the mainstream. Google retaliated by joining their AI, Gemini (formerly Bard), with their search engine and introduced AI Overviews (formerly SGE). But it wasn’t a completely smooth rollout – the infamous “AI hallucinations” caused some hilarious and occasionally dangerous search results. Google, however, was quick to fix these issues. Whether we like it or not, AI-powered search is here to stay.
AI-powered search has led to a new brand of SEO called GEO (Generative Engine Optimisation). GEO focuses on ranking for AI-powered search results instead of traditional ones. With AI becoming an integrated part of search engines, it’s crucial to ensure you’re visible in these new AI-driven results.
What actions can you take now?
Review your SEO strategy and make sure you incorporate GEO tactics. Focus on conversational, detailed, and context rich content that aligns with AI’s need for natural language processing. We’ve put together a full list of top GEO ranking factors to help you get started.
2. UGC, Reviews, and Authenticity Over All Else
Since Google’s “Helpful Content” update, there has been increasing pressure to prioritise user-generated content and the individual experience, over corporate messaging. Search engines are rewarding brands that showcase real customer experiences and are transparent in their dealings. Authenticity is the golden ticket.
What actions can you take now?
Start conversations with your customers. Actively review your presence on community platforms like Reddit. Incentivise customers to leave reviews on platforms like Trustpilot or Google Reviews. Bonus: this will help massively too in ranking for AI-powered results.
3. Zero-Click Results Are Here to Stay
Google has been moving towards zero-click results for a while now, and this trend is only accelerating especially with AI Overviews. People don’t want to click through 3 or 4 pages to find answers. Featured snippets, knowledge panels, and quick answers are becoming more prominent, and users are getting what they need without ever leaving the search results page.
What action can you take now?
Optimise your content to capture these zero-click opportunities. Focus on targeting featured snippets by clearly answering common questions related to your industry. Structure your content in a way that provides direct, valuable answers upfront.
4. Non-Google Search Platforms: TikTok and More
Younger audiences are increasingly turning to alternative search platforms like TikTok. Social media is becoming a major player in the search space, with TikTok even being dubbed the “new Google” for Gen Z. Non-Google search engines are gaining traction, and businesses need to adapt.
What action can you take now?
Review other potential search engines that your target audience might be using. Develop content tailored for those platforms – for example, creating user-generated content for TikTok to engage your demographic more effectively.
5. Voice Search and Longtail Queries
Voice search is gaining popularity, and with it comes an increase in longtail, conversational queries. People are using natural language when speaking to search devices, and this affects the way content should be optimised.
What action can you take now?
Review your top-ranking content and see if it answers questions in a conversational tone. Consider creating FAQ-style sections that address longtail queries directly. Voice search optimisation is all about natural, human-like content.
6. Quality and Originality are Non-Negotiable
Google has made it clear that quality and originality are key. Rehashed or duplicate content will not cut it anymore. You need to focus on producing unique, in-depth, and valuable content that provides a fresh perspective.
This has become even more important with the rise of ChatGPT and AI-generated content. Search engines are getting better at detecting AI-generated content, and also it generally produces lacklustre, rehashed content. Major bonus points for writing and producing content yourself.
What actions can you take now?
Regularly review and update your existing content to ensure it’s up to date, relevant, and offers unique insights. Invest in taking the time to create original research, case studies, or opinion pieces that set your brand apart.
7. Technical SEO is Even More Vital
While quality content remains king, technical SEO is the foundation that supports it. In 2025, schema markup, fast loading times, and mobile usability are critical factors for ranking success.
What actions can you take now?
Implement schema markup where appropriate to help search engines better understand your content. Run a site speed audit and look for any quick wins to improve loading times. Bear load times in mind when producing content, have you compressed all your images? Ensure your site is mobile friendly, as mobile-first indexing is now the standard.
8. Topic Authority Matters More Than Ever
Hidden in the enormous algorithm leak was a new ranking score – Topic Authority. Google ranks your site on how authoritative it is in its particular niche. Becoming an authority on a particular topic will be a major factor in SEO success. Search engines are looking for signals that your website is the go-to resource for your specific subject area.
What action can you take now?
Assess whether your site contains all the content you’d expect from an industry leader. Review competitor sites to identity content gaps and fill them to establish yourself as a topic authority. Create comprehensive guides, one-stop pages with everything you need to know on a subject, cluster related content and showcase your expertise.
SEO Checklist for 2025
- Incorporate GEO into your SEO strategy
- Incentivise customer reviews and engage on community platforms
- Target zero-click search opportunities
- Create content for non-Google search platforms like TikTok
- Optimise for voice search by focusing on conversational, longtail keywords
- Regularly review and update content for quality and originality
- Implement schema markup where possible and improve site speed
- Build topic authority by creating comprehensive, relevant content.
SEO is evolving fast, and 2025 will be a pivotal year. AI, authenticity and authority are shaping the future of search, and businesses need to adapt to stay ahead. By incorporating these trends into your strategy, you’ll be well-equipped to thrive in this new landscape.
This blog was written for SimplyVAT by Adam James from Toast Digital. Have questions about your SEO strategy or need SEO support? Get in touch with Toast Digital today for a consultation or a free audit. Toast Digital handles Google Ads, Meta Ads, SEO, Web Design, Creative Design and Marketing Strategy.
