Nat: It’s been a whirlwind for SEO marketers this year. As we take a look back on some key events in 2024, we’re also going to look forward to the future of SEO strategy in 2025. How can we build on what we learned? How can we make sure we’re not falling behind with so many developments? What are the top things to optimize for in 2025?
Marc: All great questions, Natalie. Let’s lay out the topics we’re going to cover.
Nat: If a specific topic sparks your interest, find them in the timestamps in the description!
GenAI Evolution Continues
Marc: 2024 saw the continued evolution of GenAI platforms into more search-oriented engines. Of course, we’re talking about the launch of Google’s AI Overviews early in the year, the growth of Perplexity throughout the year, and the launch of ChatGPT’s SearchGPT functionality late in the year. And yet, SEO is still not dead. It’s actually become more entwined with Search AI Optimization.
We launched Search AI Optimization (SAIO) around a year and a half ago when it had no name in the industry. Now, there are a bunch of names popping up for this initiative: AEO,(Answer Engine Optimization), GEO (Generative Engine Optimization), and AIO (Artificial Intelligence Optimization). We still prefer SAIO as it best represents the complementary relationship with SEO. As a reminder, SAIO’s goal is to optimize your website to be cited in GenAI responses. You can do this through organizing your content in the way a GenAI chatbot would cite your answer. You can learn more about SAIO and other definitions in our Free Glossary linked in the description.
Nat: Yes, we expect 2025 to see more of a combining of traditional search results and GenAI responses. We see this already with SearchGPT, Google AI Overviews, and Bing Copilot. It looks like Edge is going to launch something similar to AI Overviews. That being said, it reinforces how you need to combine SEO and SAIO strategies.
Things to watch in AI
Nat: If you use AI to generate SEO content, be sure to establish company-wide ethics that factor the changing regulations of 2025.
Marc: Some companies are even asking insurance companies about “AI Hallucination Insurance.” This supports the likely expansion of the use of citations to mitigate the risk hallucinations pose.
The other thing we’re keeping an eye on is when and how GenAI responses include paid ads. Of course, this already exists with Google AI Overviews, but it will be interesting to see how Perplexity and ChatGPT start integrating ads into their free versions.
What’s going to happen with Search Ads?
Nat: You’ve probably heard about the Department of Justice’s proposed final judgement regarding Google’s monopoly status. Their recommendation included selling the Chrome browser.
Marc: We are a long way off on this becoming reality, but it is not too soon to think about how this could impact Google Ads and searches on Google overall.
Technical SEO & SAIO Strategy
Marc: On top of search engine bots, AI bots are also scanning your content, so it is important to make your website as indexable as possible. That includes keeping an eye on your Google Core Web Vitals (including page speed) and adding structured data in 2025.
Nat: It’s also always a good time to check your site on mobile. Slight changes you make during the year may not always translate between screen sizes. View your site on mobile before publishing changes, and do an overall runthrough at least once a quarter.
Social Signal Strategy
Marc: Years ago, we proved the value of leveraging keyword-specific links in social posts as part of an ongoing SEO strategy. This past year, we learned this strategy is also effective with SAIO-optimization of topics.
Optimized YouTube videos and LinkedIn posts will continue to generate visibility in 2025.
Nat: Putting your blog content on LinkedIn gives it visibility to the social platform and the GenAI bots that cite it. For YouTube, always include a transcript on your video and timestamps in your description. These steps will help search engines feature your content in results and GenAI platforms to use your content in citations.
Since Google’s deal with Reddit in February, Google’s traditional search results continue to feature Reddit in its “Forums” or “Discussion” section of the search results page. If you have a Reddit account for your brand, use relevant, high-impact keywords when posting.
Content SEO Strategy
Nat: Google (and many consumers) have made it clear that 100% AI-generated content is not the best way to represent your brand. In late 2022, Google added the extra “E” for “Experience” in its original E-A-T (expertise, authoritativeness, and trustworthiness) content scoring to keep humanity in content.
Make sure people are in the driver’s seat of your website. AI can’t experience, only people can, so highlighting customer reviews and real human interactions will be increasingly important in the year to come.
Staying Current in 2025 + Free SAIO Guide
Nat: Keeping up with the changing tides of digital marketing is challenging. Subscribe to our weekly email newsletter Perceptive Marketer and get a free SAIO guide to get added visibility for your website from GenAI responses. ‘Til next time!
Marc: Happy optimizing!
