The search landscape has evolved radically over the last twenty-five years since Google first started. That change though, has been a gradual process, a slow evolution over time from ten blue links to the varied set of results we see today.
Yet, change is coming, big change, and that change, driven by AI, is going to be revolutionary and far quicker than anything we have seen before.
In this article we take a look at the relatively small impact of AI on search today and what is coming down the pipe in 2025 and beyond.
Most importantly, we look at how this impacts you as a marketer and what you should be doing now to prepare for the change.
AI Google Search – Where we are now
We are already seeing Google integrate AI into search.
At the moment, this takes the form of a simple AI Overview at the top of the page, but we see these becoming more useful with time, often removing the need to visit a third-party site.
Currently, these are most visible for more basic queries with informational intent – i.e. any question you ask Google.
These AI overviews, much like an answer from ChatGPT can be helpful for search users.
Yet, these AI overviews often satisfy the user query and don’t result in a click or any serious exposure or traffic for sites that have previously benefited from them with either a listing, click, or snippet.
How will this impact SEO?
The honest answer is we do not really know.
However, there are a few likely scenarios from what we do know that make a lot of sense to start considering now.
1. Growing impressions with diminishing clicks
SEO efforts will raise impressions (the times you show up) but overall clicks will decrease.
2. Improved Visibility & Traffic
Google is just getting started here. The next step of AI integration into search will see full integration of Google’s Gemini AI into the main search results.
Rather than this simple block of AI at the top of the page, we’ll see fully dynamic search results pages generated on the fly. This will deliver a fully personalised results page that shows the user exactly what they’re looking for.
An example Google provided was for search terms surrounding recipes.
This kind of search result could drive more user engagement and traffic. Trawling through the current search results for recipes can be painful, so a better user experience at the results page level could increase website engagement.
The best thing you can do is keep doing what you do. Create great content, promote it, optimise it for engagement, and try to give your target audience what they are looking for.
We would also suggest shifting the KPI focus away from rankings and to engagement rate, as Google still favours sites with high engagement and will show you ahead of competitors.
3. New ways to search
One of the features Google is launching in the US is “search with a video”. Liz Reid, VP of Google Search, has announced that US markets can expect to see a feature on Google Mobile which allows users to search using video.
She uses the example of asking Google why a record player needle won’t stay in place and Google AI showing a video result telling you how to fix it.
This will be more convenient for the user as instead of trying to word the query correctly to show the right results, Google will be able to find the relevant information based on the video.
We have known for some time that Google understands images. As an example, if you were to take a picture of your favourite artists album on a Google Phone and save the photo in Google Photos, then, before long, you will begin to see ads of cover artists for your favourite band. Google knows and sees all!
The advice remains the same here. Understand your users, know their pain points, and make sure you have the best and most comprehensive answers to their questions.
4. Users move to other AI Search Engines
Google is not the only show in town and tools like SearchGPT (Chat GPT’s version) and the recently launched, Chinese-owned DeepSeek are looking to take a bite out of Google’s search dominance.
It is yet to be seen but with Google’s integration with Safari threatened and these new ways to search, we could begin to see users move to other options.
Likewise, many Gen Z searchers conduct their search from social media – such as TikTok and Instagram – so the search landscape could diversify a little in 2025.
We recommend that you become familiar with these search engines and consider other ways your customers may be searching.
Conclusion: Get Prepared for AI
To conclude, we emphasise that 2025 is going to be the year for AI in SEO, and eagerly await to see how search engines integrate AI and the impact this could have on search engine marketing.
Nobody is entirely sure how AI will impact SEO. We’re getting some information from Google and fellow SEO experts, but whether these features will be successful is yet to be known.
I would expect that some simpler search queries will see a drop in clicks as Google answers those questions. I also suspect that an improved UX may see more engagement and clicks in some areas.
We also predict that new features, such as video search, will launch this year as AI further evolves and develops. Finally, the way people search will get more diverse, as demographics use alternative search tools such as SearchGPT or social media.
You can prepare for these changes by making sure you’re comfortable using these AI tools and reviewing your content to make sure it’s as helpful to users as possible. If your audience uses social media to search, then develop content on relevant platforms. Alternatively, if users ask ‘how to…’ questions when using your products, develop guides that answer these questions.
Finally, always remember the basics of marketing – to know your target audience – and keep this central to your strategy in 2025 and beyond.
As always, if you have any questions, get in touch and we’ll be happy to help. Alternatively, sign up to our newsletter for regular insights into the world of digital marketing.
