SEO is always evolving, and staying ahead of trends is key to seeing success. 

As we get rolling into 2025, here are the top trends we believe will shape the year of search engine optimization.

TLDR: 

1. AI Overviews and Enhanced Organic Shopping Features Will Complicate Keyword Tracking
2. Visibility in Bing Will Be More Important Than Ever
3. A Strong Affiliate Strategy Will Be Critical for Visibility in AI Platforms
4. Original Content Will Reign Supreme
5. Diversifying Your Organic Presence Will Be Key

1. AI Overviews and Enhanced Organic Shopping Features Will Complicate Keyword Tracking

What is Happening?

AI tools like Google’s AI Overviews are transforming how search engine results pages (SERPs) operate. These features summarize information directly within search results, giving users quick answers without needing to visit a website. Coupled with expanded organic shopping features showcasing product details such as pricing and reviews, these updates reduce traditional organic click-through rates and make keyword tracking more difficult.

• AI summaries reduce the need for users to click on individual websites.
• Enhanced shopping features offer comprehensive product information in SERPs, making it harder for individual sites to stand out.
• Traditional keyword tracking is becoming less reliable as user behavior shifts.

For businesses relying on organic search traffic, adapting to these changes is critical to maintaining visibility and clicks.

What Should You Do?

1. Implement Comprehensive Structured Data Markup: Use schema markup to provide search engines with clear information about products, such as pricing, availability, and reviews. This structured data helps AI tools accurately present product details in search results.
2. Build Out a Robust Shopping Feed: Ensure your shopping feed is complete and optimized with accurate product data, including titles, descriptions, pricing, availability, and high-quality images. Regularly update the feed to reflect changes in inventory or promotions, and include category-specific attributes like size charts or specs to enhance visibility. A well-maintained shopping feed increases the chances of your products being featured prominently in organic shopping results and AI-driven summaries.
3. Enhance Content Quality: Create unique and comprehensive content that address user intent and common queries, ensuring that AI overviews feature relevant and valuable information.
4. Improve User Experience: Optimize page load times, mobile responsiveness, and overall site navigation to meet the expectations of both users and search engine algorithms.
5. Leverage User-Generated Content: Encouraging customer reviews and ratings can enhance the credibility and attractiveness of product pages, increasing the likelihood of being featured in AI-driven search results.
6. Track Performance: Closely monitor traffic from ChatGPT and Organic Shopping using Google Analytics 4 

2. Visibility in Bing Will Be More Important Than Ever

What is Happening?

Bing is becoming a bigger player in search due to AI-driven tools like SearchGPT, which use Bing’s results to create their outputs. These tools are influencing how users find information and make decisions, making it vital for brands to rank well on Bing to maintain visibility in this expanding search ecosystem.

Businesses that prioritize Bing’s ranking factors will be better positioned to stay relevant in AI-enhanced search tools.

What Should You Do?

If you haven’t focused on Bing optimization before, now is the time to start. It’s not just an alternative search engine anymore—it’s a key player in AI-driven search results.

• Focus on Bing’s unique algorithms to optimize your content.
• Use Bing Webmaster Tools to identify opportunities for improvement.
• Experiment with Bing-specific features, like structured data tailored to their preferences.

By prioritizing Bing in your SEO strategy, you’ll ensure your brand stays visible in emerging AI search tools and doesn’t miss out on critical traffic.

3. A Strong Affiliate Strategy Will Be Critical for Visibility in AI Platforms

What is Happening?

Affiliate marketing is evolving alongside AI tools. SearchGPT and similar platforms often rely on trusted affiliate content to recommend products, giving well-executed affiliate campaigns a significant edge in reaching users through AI-generated results.

• AI recommendations often pull from authoritative affiliate content.
• Trusted affiliates can directly influence customer purchasing decisions.
• Strong affiliate strategies will help brands stand out in e-commerce searches.

This growing reliance on affiliate-driven recommendations means brands need to strengthen their relationships with affiliates and ensure they have the tools needed to succeed.

What Should You Do?

Now is the perfect time to refine your affiliate strategy and work closely with partners who can amplify your brand’s presence in AI-generated results.

• Partner with Reputable Affiliates: Build relationships with affiliates who create high-quality, trustworthy content.
• Provide Comprehensive Product Info: Share exclusive insights, accurate details, and timely updates.
• Track and Optimize Campaigns: Monitor conversions and analyze performance to refine your strategy.

With a strong affiliate network and targeted campaigns, you can drive more sales while boosting visibility in AI-powered searches.

4. Original Content Will Reign Supreme

What is Happening?

With AI generating massive amounts of content, originality has become more valuable than ever. Search engines favor unique, well-researched content that offers something users can’t find elsewhere. This trend rewards brands that prioritize authenticity and expertise in their content creation efforts.

Originality builds trust with users and aligns with search algorithms’ focus on high-quality content.

What Should You Do?

If you want your content to stand out, you’ll need to go beyond generic topics and focus on creating material that’s truly one-of-a-kind.

• Create content that includes expert opinions and original research.
• Avoid relying solely on AI tools for content creation. Human editing and perspective are crucial.
• Invest in storytelling and value-driven content to engage your audience.

By investing in originality, your content will not only rank better but also build stronger connections with your audience.

5. Diversifying Your Organic Presence Will Be Key

What is Happening?

Traditional search engines like Google are no longer the only game in town. Platforms like TikTok and YouTube are becoming alternative search tools, especially for younger audiences. And as mentioned earlier, new AI-driven search platforms are emerging, challenging Google’s dominance.

• Social platforms are reshaping how users search for information.
• Google’s market share is slowly declining as users explore alternatives.
• Diversifying your content will help you capture attention across multiple platforms.

Brands that adapt to these shifts and embrace a multi-platform approach will have a competitive edge.

What Should You Do?

A multi-platform approach is no longer optional. To stay competitive, your brand needs to meet users wherever they’re searching.

• Develop tailored strategies for TikTok, YouTube, and other social platforms.
• Experiment with new platforms and analyze what resonates with users.
• Optimize content for specific platform formats, such as short-form videos or tutorials.

Diversifying your presence ensures you don’t rely too heavily on any one platform and opens up new opportunities to engage with your audience.

Don’t Wait to Jump on These Trends—Let’s Chat!

The SEO world is shifting fast, but with the right strategies, your brand can stay ahead of the pack. 

Need help preparing for these changes? Reach out to our team to get a customized strategy for your business. Let’s make 2025 your best year yet!