As most of you know, I’ve been in this industry since 1909. Well, not literally, but when it comes to my number of years in SEO, it sure feels like it. Two decades deep in international SEO and marketing, and it seems I’ve seen every fad, every so-called silver bullet, and every prediction under the sun. I know that this year, like clockwork, there’s a flood of “2025 search predictions” posts and (my personal favorite) the traditional and always enjoyable “SEO is dead” announcements.
Table of contents
- Search optimization and marketing are the cutting edge (and the edge is sharp).
- 2025 search predictions? I’ll let others do the heavy lifting.
- TL;DR: The recurring themes in predictions.
- Generative AI tools are shaking up search behavior and content creation.
- Featured snippets and AI-generated summaries are dominating SERPs.
- Search behaviors are evolving beyond Google.
- Google’s still all about E-E-A-T.
- Technical SEO is still the foundation.
- Visual and interactive content are taking center stage.
- My 2025 search prediction? Grab the tiger by the tail.
This may shock you. Hold on to your pearls… SEO is still not dead. It’s alive, kicking, and evolving like a shapeshifting chameleon on espresso. I’m once again sharpening up on my hearty eye roll and knowing grin for the next set.
So, is SEO kicking the bucket this coming year?
Hardly.
Search optimization and marketing are the cutting edge (and the edge is sharp).
As you already know, SEO hasn’t died (as a 2025 search prediction, it’s getting a little old). Instead, it’s become a bleeding-edge industry where the rules and guidelines change daily. While some aspects of SEO rely on tested and proven methods, those who innovate—by leveraging AI, advanced data tools, and future-forward strategies—are operating at the cutting edge, if not the bleeding edge. However, this often comes with risks, such as relying on unproven technologies or misjudging algorithm updates.
We all know algorithm updates are an ongoing reality. They’re the nonstop red eye from Silicon Valley. I sometimes think Google’s Powers That Be make core updates just to watch everybody squirm for a minute.
Search engines are smarter, faster, and stingier with their traffic. User behavior is constantly changing, driven by everything from TikTok trends to existential crises.
It’s no longer just about keywords. And honestly, was it ever? A great SEO now is part psychologist, part data nerd, and part futurist. We’re reading minds (okay, search intent), delivering value, and staying ahead of the tech curve. It’s exhausting, exhilarating, and not for the faint of heart.
For those of us in the trenches, this constant state of flux isn’t a sign of death but of vitality. SEO isn’t dying; it’s maturing, demanding more of us while rewarding those willing to adapt and innovate.
2025 search predictions? I’ll let others do the heavy lifting.
Almost every year, I’ve joined the throng of SEO experts offering predictions (case in point, 2024’s predictions). It’s a ritual at this point, like setting resolutions or throwing confetti on New Year’s Eve. But this year, I’m ready to hand the baton to others. Why? Because it’s a lot more fun to poke fun at those who get it wrong.
As we approach 2025, the SEO landscape is poised for significant transformations. Here’s a list of 10 search prediction posts by some of the brightest (and boldest) minds in the SEO industry. Let’s see how their crystal balls hold up:
- 22 SEO Experts Offer Their Predictions For 2025 – Search Engine Journal
- 2025 SEO Trends: Top Predictions from 23 Industry Experts – Moz
- SEO in 2025: Experts Reveal Key Trends and Insights – Yoast
- Top 7 SEO Predictions for 2025: The Future of Search Unveiled – Torro.io
- The Future of SEO: Evidence-Based Predictions & Tips for 2025 –Dayana Mayfield
- SEO in 2025: Trends to Look Out For – Sitebulb
- The State of SEO: 7 SEO Trends For 2025 – WebFX
- SEO Pros’ Predictions for Search in 2025 – Lumar
- The Best SEO Strategies in 2025 – Stretch Creative
- Mastering SEO in 2025: A Comprehensive Guide for Agency Leaders – Forbes
TL;DR: The recurring themes in predictions.
If we boil down all the 2025 search predictions, here are the recurring themes:
Generative AI tools are shaking up search behavior and content creation.
Generative AI is already changing how search works, thanks to platforms like Google’s Gemini and OpenAI’s ChatGPT. Now we have AI overviews and AI content, wrapping up summaries of the search page with a pretty red bow. What that means is that SEOs have to rethink the playbook.
How to take advantage:
- Use structured data to make your content AI-friendly.
- Write concise, authoritative content that AI can summarize easily.
- Lean into AI tools for keyword research and content ideas. Don’t fight the machine.
Featured snippets and AI-generated summaries are dominating SERPs.
Speaking of summaries, they’ve taken a front-row seat on a Google search near you. AI overviews allow users to get their answers without clicking on a site. Between featured snippets that answer a quick question like “How much does X cost?” and AI overviews that give you the whole package, click-through rates are dropping. This drop indicates that owning prime SERP real estate is essential.
How to take advantage:
- Optimize for featured snippets by answering questions directly on your page.
- Use headings and bullet points to make content snippet-friendly.
- Focus on high-value keywords where snippets frequently appear.
Search behaviors are evolving beyond Google.
Search behaviors are evolving, with platforms like TikTok and Amazon gaining traction as discovery tools, especially among Millenials. For this and other reasons, Google’s dominance is being challenged. Of course, with people changing how and, more importantly, where they search, you’ll need a broader approach to SEO.
How to take advantage:
- Optimize for alternative search engines and platforms relevant to your industry.
- Build a presence on social platforms that align with your audience.
- Explore marketplace SEO for platforms like Amazon.
Google’s still all about E-E-A-T.
Even though you should be looking for other lucrative ways to spend your marketing budget, Google is a powerhouse that shouldn’t be ignored. Google’s focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is stronger than ever.
How to take advantage:
- Highlight credentials and experience in author bios.
- Use trustworthy sources to back up claims in your content.
- Build trust signals like reviews, testimonials, and secure website protocols.
Technical SEO is still the foundation.
Core Web Vitals, site speed, and mobile-first indexing are here to stay. Ignore them at your peril.
How to take advantage:
- Keep improving load times and interactivity.
- Ensure your site is mobile-friendly—like, yesterday.
- Use schema markup to give Google’s bots a helping hand.
Visual and interactive content are taking center stage.
Visual search, video content, and interactive elements are becoming the standard. If you ever wanted to be a broadcaster or news anchor, now is the time to pick up your microphone and turn your camera on.
Pinterest Lens, Google Lens, YouTube, TikTok, and others highlight the growing importance of visual SEO. If you’re not in the game, you’re falling behind.
How to take advantage:
- Optimize images with descriptive alt text and captions.
- Create engaging videos and spread them across platforms.
- Use infographics and interactive tools to captivate your audience.
My 2025 search prediction? Grab the tiger by the tail.
We’ll see who’s right and who’s wrong as the year unfolds. But here’s my take: Whatever happens, 2025 in search will be a year where watching from the sidelines won’t cut it. Those who watch don’t make it.
The people who make it are the ones who grab the tiger by the tail and hold on for dear life. Change is coming—and it’s going to be one wild ride.
