The world of search engine optimization (SEO) is evolving rapidly, and 2025 brings new challenges and opportunities for you to adapt your organization’s strategies. With advances in technology (AI, anyone?), changing user behaviors, and shifts in platform priorities (such as the emergence of TikTok and ChatGPT as sources of news, processes, and how to’s), understanding these trends is essential for maintaining website traffic and optimizing social media performance.
Below, we explore the key shifts on the horizon and their implications for your online presence.
AI Overviews on Google
One of the most significant changes in the past year has been the increasing prominence of AI-generated overviews on Google. With AI summarizing answers directly at the top of search results pages, users may no longer need to click through multiple links to find information. Keep in mind that the authenticity of this information relies on existing information online.
While this enhances convenience for searchers, it can significantly affect website visits from organic searches, meaning your organization must rethink how you attract and retain traffic. On your website, this means providing unique value beyond the summarized results, such as in-depth analysis, visual aids, or actionable insights that encourage deeper engagement.
On social media, consider creating content that ties directly into these AI summaries by providing more engaging and shareable insights. For example, breaking down complex topics into digestible snippets on platforms like Instagram or TikTok, or even hosting live discussions on Facebook or LinkedIn, can help create a stronger connection with your audience and drive traffic back to your website.
The Rise of User-Generated Content (UGC)
Platforms like Reddit, Quora, and Yelp are transforming how SEO content is driven. User-generated content (UGC)—often authentic, conversational, and relevant—is projected to play a major role in influencing search rankings. Organizations can leverage this shift by actively engaging on these platforms, incorporating user discussions into their content strategies, and demonstrating expertise in niche topics through community engagement.
On your website, you can harness the power of UGC by embedding reviews, testimonials, and user-submitted content to enrich your page content and improve SEO rankings. It can also be an excellent way to address questions directly and authentically, which can help improve average engagement time and reduce bounce rates.
On social media, engaging directly with your audience and encouraging user participation—such as asking questions, conducting polls, or reposting user-generated content—can help build stronger community ties and improve engagement rates. Platforms like Instagram and X (formerly Twitter) are great for reposting feedback or showcasing real-world use of your products or services, which not only boosts your social media visibility, but can also influence organic search performance.
Diversifying Your Content
Gone are the days when plain text content alone could drive SEO success. From videos and infographics to interactive tools, like calculators or quizzes, diversification is crucial for sustaining visibility in search engine rankings.
On your website, incorporating multimedia elements not only caters to different audience preferences, but also improves on-page engagement metrics that impact rankings. Videos, for example, can increase the time users spend on your page, improving user experience (UX) and engagement, which are important factors for SEO. Similarly, integrating tools like quizzes or calculators can encourage users to interact with your website longer, which enhances your website’s authority and credibility.
On social media, short-form video content—such as TikTok-style clips, Instagram Reels, or Facebook Stories—is increasingly dominant, and visually compelling posts are capturing users’ attention. Repurpose high-performing website content into these formats to encourage cross-platform engagement. Social media platforms now prioritize video content, so using these formats to drive engagement can also help increase your rankings.
Location Qualifiers & Local SEO
Location qualifiers—such as “near me” or specific geographic terms—will remain important in SEO strategies moving forward. Local organizations and businesses, in particular, can benefit significantly by optimizing for localized search terms to capture nearby customers.
Ensure your website contains accurate location and service areadata, including address, phone number, and local keywords. Additionally, leveraging tools like Google Business Profile ensures that your business appears in local search results, helping to maintain organic rankings in geographically targeted searches.
On social media, location-based targeting is also crucial. Platforms like Instagram, Facebook, and LinkedIn allow businesses to target specific locations for ads, or even geo-tag posts. This increases visibility for users who are actively searching for nearby services, driving both social media engagement and website traffic.
Navigating Change in 2025
The changes in SEO require businesses to remain agile and innovative. By staying informed about trends like AI, user-generated content, and content diversification, your organization can meet user needs while driving sustained growth.
Remember, SEO is no longer just about visibility; it’s about making a meaningful connection with your audience and tying your online efforts—whether on your website or across social media—to your overarching goals. The lines between these two are increasingly blurred, and having a seamless strategy that integrates both is essential for SEO success.