Michael Epps Utley 
In 2024, search engine optimization (SEO) changed significantly thanks to major investments in Artificial Intelligence (AI) and shifting user behavior. In 2025, the number of changes to Google’s algorithm will only increase. Here’s what you need to know to plan for SEO in the year ahead and beyond.
1. Workarounds for AI Overviews
AI Overviews (formerly called Search Generative Experiences) appear above the organic rankings on search engine results pages (SERPs). They are AI-generated answers to queries compiled by Google from information available on the web. They are similar to a response you might receive from an AI tool like ChatGPT.
Less than ten percent of searches currently feature AI Overviews. However, the number of these results will increase over time, resulting in more of these zero-click searches. And while Google includes links to the sources of the content used in overviews, they are typically not as visible as traditional organic results links, especially for longer ones.
So, how do you maintain your website’s visibility in Google when AI results are likely to take over? Start by developing more middle-of-funnel content to bypass straightforward question-based queries that focus on “what,” “where,” and “how” — the territory AI will dominate.
2. E-E-A-T Optimization
With Google focusing more on AI Overviews and summaries, optimizing your content for experience, expertise, authority, and trust (EEAT) will continue to be a top SEO opportunity in 2025.
That’s because Google and AI answer engines like ChatGPT and Gemini are trained to point searchers to the best content on different topics. These platforms typically identify material that reflects the values associated with EEAT as “best of.”
When you develop content in the new year and beyond, it's critical that you infuse it with your organizational experience and expertise and that it comes across as authoritative and trustworthy.
AI content-generation platforms are unable to leverage human experience and expertise to take existing information and transform it into fresh, authoritative insights. That’s why superior human-created content will continue to rank high in search. Plus, as people grow tired of cookie-cutter, incomplete, or inaccurate AI responses, they’ll crave content that is written for humans by humans. In other words, don’t just write for Google; write for people.
3. Increased Focus on Forums
One of the most significant evolutions in SEO that happened in 2024 is the increased visibility of forums like Reddit and Quora in search results. Google has even dedicated a position for them on SERPs.
Google’s shift to promoting this type of first-hand information from Internet users has significantly affected SEO. It redirects search traffic from other organic results, a trend that is expected to continue in 2025.
To combat this lost search traffic, try increasing your activity on forums to position yourself as a prominent industry presence. You could also share helpful content through forums, as long as it does not seem promotional. Finally, consider running ad campaigns on forums the people you target engage with.
4. YouTube SEO and Video Strategy Optimization
AI Overviews and forums aren’t the only new types of results popping up in SERPs. Searchers are also seeing relevant YouTube videos, making video optimization and YouTube SEO a major 2025 trend.
To optimize your videos for YouTube SEO, incorporate relevant keywords, optimize video titles, tags, thumbnails, and descriptions, and always include a written transcript. This will boost your video visibility on YouTube, which could help you earn more views on that platform and through Google.
It could also be worth moving more of your content development efforts from written materials to video to take advantage of the shift toward that form of content.
5. Return to Traditional SEO Strategies
There are a lot of new SEO trends to focus on in 2025. However, there are some tried-and-true things you shouldn’t forget about.
Focus on foundational SEO strategies because they will continue to help improve performance in the future.
Develop high-quality content that addresses reader needs and meets their intent
Ensure everything is tagged correctly
Conduct keyword research and use keywords consistently in your content
Break up your material with H2 headers that are descriptive and include your keywords
Optimize page load time and other technical SEO factors
Check out our complete guide to SEO to learn more about classic SEO techniques.
2025 SEO: The Final Word
SEO is an ongoing process that brings new challenges and opportunities every year. Leverage the guidance in this article to update your SEO tactics in the New Year. Also, keep reading the GoEpps blog to learn about additional SEO changes that emerge in the year ahead and beyond.
