SEO Trends 2025: What We Need to Do Differently in the AI-Driven Search Era
We’re entering a new era of SEO—one where success is no longer defined by static keyword rankings or blue links. Instead, the focus is shifting towards building brands, establishing topical authority, achieving entity recognition, and nurturing community engagement that AI-driven search systems can trust, understand, and cite. Thriving in this landscape calls for a dynamic, intent-driven, and highly personalised approach to SEO—one that fully embraces the opportunities and challenges of AI-powered search.
Optimise for Probabilistic, Not Deterministic, Ranking
Traditional SEO focused on static keyword rankings, but AI-driven search evaluates content dynamically through multiple reasoning steps. Content inclusion can vary each time AI generates answers.
Action: Prepare content for dynamic, context-aware inclusion in AI-generated responses.
Cover a Matrix of Queries (Query Fan-Out)
AI-driven search generates and retrieves content for many related, implied, and synthetic queries beyond the original search term.
Action: Create content that addresses a broad set of related, long-tail, and conversational queries, not just primary keywords.
Emphasise Topical Authority and Content Clusters
Ranking now depends on robust, well-linked topical clusters that cover a subject comprehensively.
Action: Build deep, interconnected content hubs with strong internal linking to demonstrate semantic relationships and topical breadth.
Structure Content for AI Extraction
AI often extracts information at the passage, list, or table level rather than entire pages.
Action: Make content chunkable and clearly structured with headings, bullet points, tables, and semantic clarity for easy AI parsing and recombination.
Align Content with User Intent Types
AI classifies queries by intent (informational, transactional, comparative, etc.) and selects content accordingly.
Action: Tailor content formats to match dominant user intent for each topic, such as how-to guides for informational queries or comparison tables for purchase intent.
Build Brand Authority Through Knowledge Graph Optimisation
AI-driven search relies on entities (brands, products, people) and their relationships. Brand visibility is critical for being recognised and trusted by AI systems.
Action: Ensure clients’ brands are recognised as authoritative entities in Google’s Knowledge Graph and other trusted platforms through consistent naming, schema markup, and third-party presence.
Grow Branded Web Presence
Brand visibility and trust are boosted through consistent and widespread brand mentions.
Action: Grow branded web mentions, branded anchors, and branded search volume to boost brand visibility and trust.
Leverage Direct Audience Relationships
Building direct relationships reduces reliance on organic search and allows for personalised content delivery.
Action: Develop first-party data assets such as email lists, loyalty programmes, and online communities to foster direct relationships and reduce reliance on organic search alone. Use this data to personalise content and marketing efforts.
Measure and Build Attributed Influence Value (AIV)
Clicks and traffic are no longer the sole success metrics. Brand citations and mentions in AI-generated content are equally valuable.
Action: Track how often clients are cited or mentioned in AI-driven search results and use this as a key performance indicator.
Adapt to Personalisation and Contextual Retrieval
AI-driven search personalises results based on user context, past behaviour, location, and device.
Action: Maintain persistent topical presence and relevance across diverse user journeys and contexts.
Digital PR & Thought Leadership
Media exposure and thought leadership increase branded mentions and authority signals.
Action: Pitch expert commentary, publish research, host webinars, and participate in industry events to build brand authority.
Reputation & Review Management
Brand reputation influences AI and user trust.
Action: Proactively collect and manage reviews on Google and industry platforms, responding to feedback to maintain positive brand perception.
Create and Optimise Multimedia Content
AI-driven search utilises text, video, images, and audio.
Action: Develop videos, infographics, and podcasts with descriptive file names, alt text, and transcripts to maximise AI extraction and accessibility.
Monitor and Adapt to AI-Driven Search Changes
AI algorithms and citation practices evolve rapidly.
Action: Conduct regular audits of which client pages are cited by AI-driven search tools and adjust content strategies accordingly.
User Experience and Accessibility
Easy-to-use, accessible sites are favoured by both AI and users.
Action: Ensure clear navigation and accessibility compliance for all users.
Technical SEO Remains Crucial
Technical excellence supports AI’s ability to parse and extract content.
Action: Maintain clean site architecture and implement structured data markup.
Showcase Human Expertise and Build Trust
AI is getting better at recognising authentic expertise and real-world experience. Users also need to trust the source of information.
Action: Highlight the people behind your content with author bios, expert quotes, and case studies. Emphasise transparency and clear communication to build trust.
Keep Content Fresh and Up-to-Date
AI systems value current information, especially for fast-moving topics.
Action: Regularly update key content to maintain freshness and relevance, signalling that your site is a reliable source.
Participate in the Digital Ecosystem
Collaboration amplifies authority and visibility.
Action: Encourage partnerships, co-created content, and participation in industry conversations (e.g., guest posts, joint webinars, expert roundups).
Balance AI with a Human Touch
AI can spot generic content. Unique perspectives and brand voice are key.
Action: Inject personality, unique insights, and brand voice into content, even when using AI tools.
