Shoppers are not the only ones excited for the upcoming holiday season; it’s also a prime opportunity for brands to connect, convert, and compete. As consumers flock to search engines for gift ideas and holiday deals, brands are racing to kickstart their holiday search engine optimization (SEO) to capture attention and drive more sales.
In 2025, artificial intelligence (AI) is changing the game, with 64% of consumers planning to use AI for their holiday shopping this year. For marketers, this means seasonal SEO is less about keywords and more about adapting to an AI-driven search experience.
The AI Shift in Holiday Search Behavior
Search used to be much simpler: users typed their queries into a search engine like Google, and they were presented with a list of relevant website links to explore. However, the introduction of AI-powered tools like ChatGPT and Gemini changed how information is presented and how people look for answers online.
Search Habits: Then and Now
The shift from traditional to modern search behavior is noticeable. Instead of typing keywords, users now ask full questions, describe needs, or rely on chatbots to guide their buying journey.
| Aspect | Before AI (Traditional Search) | Now (AI-Powered Search) |
| Query Style | Short, keyword-based (e.g., “best air fryer 2025”) | Conversational, intent-driven (e.g., “What’s the best air fryer for a small kitchen?” |
| Search Experience | Static results based on keyword match | Dynamic, personalized results based on context and user history |
| Discovery Process | Manual browsing through pages | AI-curated suggestions, summaries, and product comparisons |
| Shopping Assistance | Limited filters and reviews | AI chatbots guiding decisions, answering questions in real-time |
| Content Preference | SEO-optimized blog posts and product pages | AI-summarized content, interactive question and answer (Q&A), and visual search |
| Device Usage | Desktop or mobile typing | Voice search, smart assistants, and predictive prompts |
How Consumers Use AI for Holiday Shopping
AI-powered search has proven to be a beneficial tool for online holiday shopping. According to several studies, shoppers are turning towards AI tools for the following purposes:
- Deal Hunting and Price Comparison – Around 43% of users leverage AI to find holiday deals and promos. They also use AI to generate a concise price comparison of various products quickly.
- Product Search – Gone are the days when consumers would browse several websites to discover products. Today, 56% of users utilize AI to receive personalized recommendations, shopping guides, and product summaries.
- Research and Reviews – Twenty-three percent (23%) of users are also switching to AI to check product reviews before making a purchase.
Holiday SEO Trends: What’s Hot this Season?
2025 is shaping up to be a year of innovation, with most holiday marketing trends revolving around AI. When planning for early seasonal SEO, businesses must take into account these changes:
Trend 1: Hyper-Personalization Drives AI Recommendations
Holiday shoppers want good prices and ideas that fit the person on their list. Instead of generic marketing campaigns, consumers are expecting tailored recommendations from AI tools. In fact, 43% of shoppers use AI for gift ideas and 36% use it for holiday outfit and home décor inspiration.
These expectations also influence how AI determines which content to highlight. AI favors:
- Content that reflects user intent
- Product pages with detailed specifications, reviews, and availability
- Consistent brand signals across forums, marketplaces, and social platforms
- Brands that leverage social media trends in 2025
Trend 2: AI Overviews are the New Front Page
Google’s AI Overviews now appear above traditional search results, summarizing answers from multiple sources. Since holiday shoppers want quick answers, they are more likely to browse recommendations from overviews instead of digging through numerous links.
To be featured in AI overviews, brands need:
- Clear, structured content that answers specific questions
- Schema markup and product data that AI can easily analyze
- Consistent multichannel digital marketing messaging
Trend 3: AI Shopping Assistants Influencing Purchases
Holiday shoppers say that generative AI-powered chat has helped them research products thoroughly before making a purchase. According to Adobe, AI traffic is expected to rise by 520% year over year (YoY), peaking in the 10 days leading up to Thanksgiving.
Businesses can take advantage of growing AI-driven traffic by:
- Ensuring product data is complete and current
- Optimizing for “best of” queries (e.g., “best gifts under $100”)
- Maintaining visibility across multiple platforms that AI pulls information from, such as Reddit, review sites, and marketplaces.
Trend 4: Featured Snippets Still Matter for AI
Featured snippets remain a helpful tool for guiding users into finding the answers they are looking for, especially when shopping for the holidays. This is increasingly important as AI often references content that also appears in featured snippets.
For businesses to win a spot in featured snippets:
- Answer questions directly in the content
- Use bullet points, tables, and summaries
- Avoid fluff, as AI prefers clarity over cleverness
Trend 5: AI SEO is Essential for Modern Relevance
Relying on traditional SEO methods is no longer enough to maximize visibility and traffic. With around 60% of Google searches ending with zero clicks due to AI, answer engine optimization (AEO), or AI SEO, becomes a powerful tool in ensuring brands appear in AI-powered search.
Getting cited in AI-generated responses takes more than just matching keywords. It requires ensuring AI understands the content:
- Use natural language and question-and-answer (Q&A) formats
- Include verifiable data, examples, and sources
- Structure content with H1/H2/H3 headers and concise paragraphs
Be AI-Ready for the Holidays with Digital Marketing Philippines
Seasonal SEO doesn’t have to be stressful. While AI is changing how content is discovered and ranked, it also opens new opportunities for businesses to connect with shoppers and appear in personalized recommendations. With the right strategy, brands can turn seasonal pressure into measurable performance.
When it comes to staying ahead of the search engine game, Digital Marketing Philippines has proven to be a reliable and trustworthy partner for businesses worldwide. Offering comprehensive SEO Manila services for over a decade, we have since been providing our clients with robust strategies that last.
Experience the next stage of online visibility with our premium AI SEO services—contact us to get started.
Quick Frequently-Asked-Questions (FAQs)
Do I Need to Rewrite My Holiday Content for AI Search?
Yes. It is recommended to refresh and optimize holiday content for AI search, focusing on high-quality, unique, and authoritative information to meet Google’s E-E-A-T principles.
Does SEO Still Matter in 2025?
Absolutely. SEO is still considered a powerful marketing tool in 2025, since it is vital in ensuring content meets the criteria necessary for AI citation. Additionally, AI strategies are rooted in SEO principles, from proper formatting to understanding user intent.
Should I Optimize for Meta AI?
Yes. Optimizing for Meta AI is important in today’s comprehensive seasonal SEO campaign. Meta AI is increasingly powering content recommendations, such as Reels, posts, and ads, providing businesses with better visibility on Facebook and Instagram. Consider using a combined SEO and social media strategy to boost engagement.
References:
https://www.salesforce.com/blog/how-ai-search-is-changing-holiday-seo
https://www.retaildive.com/news/holiday-shoppers-rely-on-ai-price-comparison-reviews-holidays/757561
https://searchengineland.com/redefining-seo-ai-overviews-447872
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.