But the reality is SEO isn't quite on its death bed yet. It is, however, changing, kind of like it always has. We look at why SEO is still going strong in 2025, how it's adapted to new challenges and what you can do to keep your website visible in search results.
Why do some people think SEO is dead?
Great question. Browse LinkedIn, and you’ll hear a few people claim that SEO has seen its day. It’s not totally without reason either. HubSpot is a prime example of where SEO has all gone a bit pear shaped. The software developer saw its SEO fall off a cliff and lose 80% of traffic.
In general, a few trends have people worried about the future of SEO.
Zero-click searches
More than half of Google searches now end without anyone clicking a link. Users get their answers right on the results page from featured snippets, Knowledge Panels and other instant answer features. When people don't need to click through to websites, it can feel like SEO is losing its value.
Organic results getting pushed to the bottom
Take a look at Google on your phone. You might need to scroll past ads, maps, image carousels and "People Also Ask" boxes before seeing the first organic result. And that’s not even including AI Overviews. With all these features taking up prime screen real estate, organic listings get less attention than they used to.
AI-generated answers
And here we are; the big one. Google's Search Generative Experience (SGE) creates AI summaries at the top of search results. These answer boxes pull information from multiple websites and present it directly to users. Early testing suggests this could reduce clicks to websites by as much as 18% to 64%.
Unpredictable algorithm updates
Google releases updates constantly, sometimes causing dramatic traffic shifts overnight. When a website loses rankings after an update, it's tempting to think SEO has become too unreliable.
Learn more about Google's core updates here
Why SEO is actually thriving
SEO is dead. Long live SEO. Despite all the challenges SEO faces, the data tells a different story to the one of its demise.
Search Is bigger than ever
Google now handles about 8.5 billion searches every day. That's 99,000 searches every second. With that kind of volume, there's plenty of opportunity for websites to capture traffic, or at least get noticed in Google.
Organic search drives most website traffic
Over half of all trackable website traffic still comes from organic search. It’s far more than social media (5%). People find websites through search engines more than any other channel, so there’s value in being seen on search engines.
People still click organic results
About 65% of users choose organic listings over ads or other features. And the first page of Google captures 92% of all search clicks. Getting to page one still matters a lot for companies of all sizes.
SEO leads convert better than other marketing tactics
Leads from SEO convert at around 14.6%, compared to just 1% to 3% for outbound tactics like cold calling. That's because people who search are actively looking for something. They have intent. Most B2B marketers (57%) say SEO is their most effective marketing strategy.
How SEO has changed
Like all the best things in life, SEO isn’t standing still. It evolves to meet new challenges, and the brands that pick up on this are most likely to win out when it comes to creating top-notch SEO content. Here are some factors to keep in mind when it comes to how SEO has changed.
It's about topics, not just keywords
Once upon a time, all you needed to do was cram keywords into content as a primary SEO tactic. Those days are long gone. Google now understands context and searcher intent much better. Successful SEO focuses on covering topics and answering the questions users are really asking.
Quality matters more than ever
Google has raised its standards for what counts as "good content." Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) have become essential ranking factors. Content needs to show real expertise and provide genuine value to readers. One of the reasons people think Hubspot saw such a drop off in rankings is because the content it covered was too broad and Google didn’t know how to categorise it. The lesson here is to stick to your niche and show value in that subject.
The human and AI approach
Ah yes, it’s not about AI taking human jobs – it’s about the two working together. If you’ve heard it once, you’ve heard it a million times. It is true, though, even if it’s getting a little boring reading about it. As far SEO goes, many professionals now use AI tools to help with keyword research and content outlines. But the most successful approach pairs AI efficiency with human creativity and expertise. The content that ranks best is "AI-assisted, human-polished."
Psst... we've mastered the art of great content! Why not check us out?
User experience Is now part of SEO
Google directly considers how your website performs and how easy it is to use. Page speed, mobile-friendliness and design stability (Core Web Vitals) are all official ranking factors. A slow, clunky site will struggle to rank even with great content.
Adapting to AI in search
With AI changing how search works, SEO strategies are changing too. We’re not getting away from AI Overviews and other AI search engines, which means we need to adapt and create content they’ll highlight.
Making content AI-friendly
The best SEO teams are structuring content to be easily understood by AI systems. Using clear headings, bullet points and answering questions directly increases the chances of being featured in AI summaries and cited as a source.
Using AI to improve SEO work
While AI presents challenges, it's also making SEO work more efficient. Use AI tools to generate meta descriptions, brainstorm content ideas, group related keywords and automate reporting. The goal is using AI as an SEO helper while maintaining human oversight.
What's trending in SEO for 2025?
There are several trends shaping where SEO is going, including more voice search and perhaps even a segmentation of search engines.
Voice search continues growing
More than 20% of people now use voice search daily. These searches tend to be conversational and question-based ("Hey Siri, what's the best Italian restaurant near me?"). Websites are adding FAQs and using natural language to match how people actually talk.
Page experience matters more
Slow, poorly designed websites struggle to rank even with excellent content. Google prioritises sites that load quickly, look good on mobile and offer a smooth user experience.
Entity-based search
Google has shifted from simply matching keywords to understanding concepts and relationships between them. Building your website's identity as an authority on specific topics helps establish these entity connections.
Visual search on the rise
Images and videos are increasingly important in search results. Platforms like TikTok and YouTube function as search engines for many users, especially younger ones.
Not just one source of truth
While Google dominates with most global search market share, people are increasingly turning to alternatives like ChatGPT, Perplexity AI and Bing AI. So don’t rule these platforms out, which offer something different, such as multiple sources in a single response, conversational interfaces and less bias toward paid content. With 30% of Americans questioning Google's neutrality and Perplexity reaching 10 million users in 2024, diversifying your search habits provides a more balanced view and better-informed decisions.
Tips to keep your SEO strong
SEO in 2025 is still a great way to grow your brand and get eyes on your products and services. Here's how to adapt your SEO strategy for the current world of search.
Build trust signals
Show why users should trust your content. Add author bios with credentials, cite reliable sources and include real testimonials. Websites that demonstrate expertise tend to weather algorithm updates better.
Answer questions clearly
Figure out what questions your audience is asking and answer them directly. Put the most important information near the top of your content where both users and AI can easily find it.
Structure content thoughtfully
Use clear headings, bullet points and FAQ sections to make information easy to find. This helps both human readers and search engines understand and extract key points from your content.
Cover topics thoroughly
Instead of creating a bunch of shallow articles, build clusters of in-depth content around your main topics. A comprehensive approach shows Google you're a true authority in your field.
Keep your site fast and user-friendly
Make sure your website loads quickly, works well on mobile devices and is easy to navigate. Fix technical issues promptly to provide the best possible user experience.
Use AI as a partner, not a replacement
Leverage AI tools to scale your content production, but maintain human oversight. Use AI for research and first drafts, then have human editors refine and improve the output.
The road ahead of searching, engines and optimisation
SEO isn't going anywhere. While AI and zero-click results have changed things, they haven't ended it. There's still enormous value in being visible in search results, and good SEO remains one of the most effective ways to reach people who are actively looking for what you offer.
The most successful websites adapt to changes rather than fighting them. Focus on creating genuinely helpful content, while understanding what users really want and staying on top of technical performance. Do that, and you can keep your SEO strategy effective in 2025 and beyond.
The search landscape will keep evolving, but one thing stays constant. Providing real value to real people never goes out of style.
