The Future of SEO in 2025

Adapting to AI, Voice Search, and Google's Evolving Algorithms

SEO is undergoing a seismic shift in 2025, driven by artificial intelligence (AI), voice search, and evolving search engine algorithms. Businesses and marketers must stay ahead of these trends to maintain visibility and drive conversions. In this article, we’ll explore what’s coming next and how to adapt for continued success. 

The Rise of AI in Search and the Impact on SEO

Google’s AI Overviews and AI-powered search results are changing the way users interact with information. Rather than clicking through multiple websites, users often get direct answers from AI-generated summaries. This poses a major threat to non-conversion website traffic, as fewer users may visit pages for informational searches.

AI Overviews: A Double-Edged Sword

AI Overviews pull information from a limited number of sources, often relying on outdated or non-reliable websites. For websites ranking in the top 10, there’s possibly an opportunity to be featured in AI-generated summaries, but it also means a shift in strategy is necessary. Businesses should focus on becoming an authoritative source in their niche, ensuring their content is up-to-date, well-structured, and aligned with Google's ranking factors, which includes demonstrating E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). For more insights on how to improve your local SEO efforts and conversion rates, check out our article on helpful content strategies.

AI and Informational Searches for Local Businesses

For local businesses, AI has yet to dominate service-related search queries like “plumber in Atlanta, GA.” Users looking for a business to solve a problem still rely on Google’s traditional search results, Maps, and local business listings. While AI Overviews might eventually improve in understanding local intent, they are currently unreliable in surfacing the best local options. This means businesses should continue optimizing their Google Business Profile, adding more helpful content on service pages, and leveraging third-party sites. For further guidance, explore our blog post on SEO advice for service pages.

Adapting to AI-Powered Search and Google's Changing Algorithms

While AI-driven search is gaining traction, traditional SEO tactics are still highly relevant. Here’s how businesses can adapt:

• Optimize for AI Overviews: If your site ranks in the top 10, you have a strong chance of appearing in AI-generated results. Ensure your content is well-structured, authoritative, and relevant.
• Leverage SEO Barnacles: Your presence on high-authority third-party sites (e.g., Yelp, Apple Maps, industry directories) will become increasingly important as search engines evolve. Being relevant across multiple platforms will help you remain visible across different search tools.
• Prioritize Local SEO: Google’s AI has not yet fully integrated local commercial keywords into AI Overviews, but this could change. Optimize your Google Business Profile, collect customer reviews, and ensure NAP (name, address, phone number) consistency across all listings.
• Prepare for Voice Search Growth: With more users searching via smart assistants, businesses should optimize for conversational queries and long-tail keywords to improve visibility. This can be addressed with additional blog posts with questions people might ask a digital assistant.

The Future of AI Search and Local Business Listings

Google has already started integrating Yelp and Apple Maps into search results, and by the end of the year, we may see improvements in local AI-driven search. However, AI’s ability to accurately recommend local businesses is still developing. This presents an opportunity for local businesses to continue focusing on traditional SEO while preparing for potential AI search enhancements.

Final Thoughts

SEO in 2025 is a mix of traditional best practices and adapting to AI-driven search. While AI Overviews threaten informational traffic, businesses that optimize for AI inclusion and strengthen their presence on third-party sites will stay competitive.

Local businesses, in particular, should continue refining their SEO strategies as AI has not yet fully disrupted commercial search intent. By maintaining strong local SEO efforts ensuring visibility across search tools, businesses can navigate the evolving search landscape and maintain or drive more conversions.

Ready to pass your SEO efforts to an award-winning company with over 16 years experience? Schedule a call with one of our experts today!