Google is not what it used to be, and neither is SEO. With AI-generated content flooding search results and search engines shifting how they rank and display information, the old rules of optimization no longer apply.
Does that mean SEO is dead? No, far from it. The game is only changing, and those who do not adapt risk being left behind.
The SEO Landscape in 2025: What’s Changing?
In 2025, marketers should expect changes in how search engines rank and display information. Here are some key factors currently shaping today’s industry shifts.
- Declining Click-Through Rates (CTR)
Google’s introduction of AI Overviews, powered by its Gemini language model, offers users synthesized answers directly on the search results page. While this provides immediate information, it also reduces the likelihood of users clicking through to individual websites, impacting traditional organic traffic patterns.
In a study, Seer Interactive analyzed approximately 10,000 keywords for informational intent. They found that when AI Overviews appeared in search results, organic CTR dropped from 1.41% to 0.64% year-over-year.
This image is taken from Seer Interactive.
Interestingly, even in the absence of AI Overviews, paid CTRs are in decline, suggesting broader changes in user engagement with search results.
This image is taken from Seer Interactive.
- Google’s Core Updates
Google implemented several core algorithm updates with significant implications for website rankings last year. The March 2024 Core Update, for example, led to the deindexing of numerous websites. Google aims to remove those pages using AI-generated spam to manipulate rankings.
- Search Intent Over Keywords
Google’s evolving algorithms now prioritize understanding user intent rather than focusing solely on keyword matching. Proof of this is the August 2024 Core Update. Google now has a better capacity to interpret intent and deliver results that align closely with users’ specific needs. This shift means that SEO strategies must focus on creating helpful and intent-driven content rather than relying solely on keyword optimization.
SEO Isn’t Dead, It’s Evolving
Because of the new updates and challenges, some skeptics argue that SEO is dead and no longer has the same power as it did a decade ago. However, empirical data robustly counters this narrative. What it shows instead is that SEO services Philippines remain a vital and evolving component of digital marketing strategies.
- SEO Delivers Substantial Return on Investment (ROI)
Businesses continue to experience significant returns from SEO investments. According to Statista, approximately 59% of marketers worldwide reported an increase in ROI from SEO over the past year. These figures underscore SEO’s capacity to drive profitable outcomes across various sectors when executed effectively.
This image is taken from Statista.
- SEO is Still a Primary Source of Leads
Many marketers continue to see value in SEO as a leading channel for acquiring quality leads. Approximately 60% of marketers identify inbound strategies, including SEO and blog content, as their highest-quality source of leads. This data highlights the effectiveness of SEO in attracting convertible audiences.
Despite claims that AI-powered tools are replacing traditional search, actual results tell a different story. In fact, Datos’ study reveals that Google far surpasses ChatGPT in webpage visits per month. This shows that users continue to rely on Google to find information, products, and services. It is also the reason why SEO packages Philippines remain a crucial strategy for businesses looking to capture high-intent audiences.
This image is taken from Datos.
- Mobile and Voice Search Expansion Reinforces SEO’s Importance
This image is taken from Backlinko.
The proliferation of mobile devices and voice-activated search has expanded the channels through which users engage with content. Currently, around 50% of website traffic originates from mobile devices, and voice searches constitute 70% of all Google searches. This shift further reinforces the ongoing relevance of SEO practices. What brands need today is optimized content tailored for mobile interfaces and voice search queries.
What Still Works in SEO
While the SEO field evolves with algorithm advancements and user behavior changes, certain SEO core strategies remain effective. Here’s what remains crucial:
This image is taken from 99Firms.
1. Quality Backlinks
Backlinks from authoritative websites continue to influence search rankings. While the AI-generated content trend is prevalent, search engines still prioritize links from reputable sources to assess content quality. Focusing on acquiring high-quality, editorially-given backlinks remains essential for SEO success.
2. Core Web Vitals
Google emphasizes user experience, incorporating core web vitals like page loading speed, interactivity, and visual stability into its ranking criteria. Websites that excel in these areas not only enhance user satisfaction but also achieve higher search rankings. Optimizing for these metrics is imperative to maintain competitiveness in search results.
3. Video and Visual Search Optimization
The consumption of video content has surged, making video optimization a critical aspect of SEO. Search engines increasingly feature video results, and platforms like YouTube serve as prominent search engines themselves.
Optimizing video content with relevant keywords, engaging thumbnails, and accurate transcripts can enhance visibility. Additionally, optimizing images for visual search, including the use of descriptive alt text and high-quality visuals, caters to the trend of image-based searches.
4. Long-form, In-depth Content
This image is taken from AIOSEO.
Comprehensive and well-researched content continues to perform well in search rankings. Such online content addresses user queries, increasing dwell time and reducing bounce rates. Despite the rise of AI-generated summaries, users and search engines value in-depth analysis and original insights.
Outrank the Competition with Data-Driven SEO
SEO is not dead; it is evolving into a more intricate and multifaceted discipline. Success now hinges on adaptability and strategic innovation. In order to succeed, businesses need an SEO partner that understands these complexities and delivers results.
Digital Marketing Philippines (DMP) has been at the forefront of this evolution, offering comprehensive digital marketing solutions tailored to the 2025 SEO environment.
How can DMP elevate your SEO strategy?
- Comprehensive Website Audit: We can help identify technical issues, optimization gaps, and areas for improvement.
- Keyword Research & Intent Analysis: Target high-value search terms that drive traffic and conversions.
- Online Content Marketing Strategy: Enhances on-page elements, ensuring relevance and authority.
- Link Building: Earn high-quality backlinks from authoritative sources.
- Performance Tracking & Continuous Optimization: Use data-driven insights to refine strategies over time.
Work with DMP and ensure your business stays ahead in an ever-changing search landscape. Contact us at info@digitalmarketingph.com or fill out this form to get in touch. info@digitalmarketingph.com
References: https://www.businessinsider.com/google-search-lens-ai-gemini-overviews-new-features-2024-10
https://www.searchenginejournal.com/google-rolls-out-november-2024-core-algorithm-update/532364
https://whizzpeople.com/google-algorithm-updates-in-2024/
https://www.dashword.com/seo-performance-monitoring
https://explodingtopics.com/blog/seo-statistics
https://www.smallbizgenius.net/by-the-numbers/seo-statistics
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.