In 2025, significant changes are expected in the way people search for information and how content can be optimized for these new methods. Here, we explore five trends shaping the SEO landscape and how businesses can proactively respond to enhance their visibility and competitiveness in the digital world.
SEO Trend 1: Google AIO and AI Competition
Google’s AI Overviews (AIO) are already providing AI-driven summaries of search results in some countries. Although not yet available in Germany, a look at the USA shows how this feature is appearing in search results. The display varies by industry and query, as AI Overviews do not dominate all searches. The rise of AI-based search engines like ChatGPT Search and Perplexity is bringing fresh dynamics to online searches. Perplexity, for instance, now handles over 100 million queries weekly, showing rapid growth compared to previous months.
To adapt SEO strategies for 2025, businesses should ensure their content is effectively recognized by both traditional algorithms and AI-based search mechanisms. This means focusing more on user context and intent rather than just keywords. Tips for positioning content for large language model (LLM)-based search engines include creating context-rich content that directly answers user questions, using markup types like FAQ and articles, and structuring content in clear, logical sections.
SEO Trend 2: Growing Importance of Social Search
Alongside LLM-based search engines, social media, especially TikTok, is becoming increasingly important in the user journey. For instance, 74% of Gen Z now use TikTok as a preferred search platform. This trend indicates that social search and TikTok SEO cannot be ignored. People search for similar information on TikTok as they do on Google but spend more time on the app due to its entertainment value. Brands can seamlessly integrate into the video flow, making discovery easier.
The buying process on TikTok is not linear; it is an endless cycle of discovery, consideration, purchase, evaluation, and participation. Brands no longer have to choose between entertainment and selling; the goal is to sell through entertainment.
SEO Trend 3: Semantic SEO for Large Language Models
Concepts like Large Language Model Optimization (LLMO) and Generative AI Optimization (GAIO) help businesses make their brand and products visible in search results of large language models like GPT or Google Gemini. Context is crucial in semantic search, which goes beyond synonyms to understand the full context of a query. Content should cover a topic comprehensively rather than just focusing on keywords.
Understanding user intent allows search engines to deliver results that align with users’ actual concerns. Search engines now recognize entities in texts and link them with a knowledge database, improving understanding of complex queries. The goal of LLM optimization is to make a brand visible for transaction-oriented queries, with visibility depending on the market.
SEO Trend 4: E-E-A-T – Holistic User Experience
In 2025, SEO focuses on the entire user experience, following the E-E-A-T concept (Experience, Expertise, Authoritativeness, Trustworthiness). This is increasingly important with large language models and AI-driven search technologies. Successful SEO strategies rely on high-quality content in various formats, such as videos, infographics, or interactive elements, providing real value to users.
As LLMs improve in understanding contextual queries, content must not only provide information but also recognize user intent. Technical aspects like schema.org and Core Web Vitals (such as fast loading times) are essential for visibility in AI-driven search results and for a good user experience.
SEO Trend 5: Rise of the Shopping Graph in E-Commerce
The Shopping Graph is Google’s real-time database that uses machine learning to gather information about products and sellers worldwide. It includes billions of product listings with details like availability, reviews, and specifications. In the USA, AI-based product suggestions created with Gemini are already available, perfectly matching the context of a search query.
For retailers and brands, this means they can strategically present their products to reach more potential customers. Providing accurate and current information enhances visibility and sales opportunities. The focus of SEO strategies for 2025 shifts from category pages to product detail pages, optimizing product data throughout the customer journey to improve discovery in the Shopping Graph.
Conclusion: New SEO Strategies for 2025
To keep up in the dynamic digital landscape of 2025, businesses must adjust their strategies. The increasing pace of AI development, social search on platforms like TikTok, semantic SEO, holistic user experiences, and Google’s Shopping Graph require a proactive and flexible approach. Companies that adapt will remain visible online in 2025.