The future of SEO

SEO isn’t what it used to be. The days of keyword-stuffing, chasing hundreds of backlinks and hoping for the best are long gone.

As search engines evolve, so do the strategies that drive organic success. Staying ahead in 2025 and beyond means understanding where SEO is heading and how to adapt. From AI-driven search to user-generated content, let’s dive into the future of SEO with some key trends:

The rise of AI Overviews
AI Overviews are Google’s way of delivering quick, AI-generated answers to the top of the search results page ‒ similar to large language models such as ChatGPT. By taking info from across the search results page, these overviews give users instant answers without clicking through multiple websites.

Early data suggests that AI Overviews could cause a 18-64% drop in clicks for affected queries. So should businesses be worried? The short answer is no. As AI Overviews expand, rather than chasing the top rankings, the ultimate goal is to be part of the AI-generated answers.

Clear, authoritative content that answers questions directly is one of the solutions ‒ if Google sees you as a trusted source, not only will you rank higher, but you’ll be front and centre of these summaries.

EEAT is more important than ever
Google has one key mission: to deliver high-quality, relevant and trustworthy content for every search. Focusing on keywords and technical SEO is all well and good, but businesses that prioritise brand credibility don’t just rank higher, they attract better traffic and convert more visitors into loyal customers. Why? Because Google rewards brands, not just websites.

EEAT (Experience, Expertise, Authoritativeness and Trustworthiness) is Google’s framework for evaluating content quality. From demonstrating experience to showcasing expertise, these guidelines signal to Google that you’re a credible brand, making it much more likely that users will choose your business over competitors.

How do you apply EEAT?

Showcase real expertise
Google values content from qualified professionals. Detailed author bios, company stories and thought leadership such as published articles supercharge credibility and expertise.

Demonstrate experience
Google favours expert-driven content with real-world insights and user experiences. Case studies, customer reviews and original research build trust and distinguish brands as trailblazers.

Strengthen your brand’s online presence
Having a presence on other platforms such as Facebook, YouTube, Podcasts and Instagram increases the identity of a brand. Google also looks at what others have to say; thorough, well-researched and high-quality content will naturally produce mentions across the web.

The takeaways?

It’s all about trust. Stick to these guidelines and Google will identify you as a credible brand. The result? Higher rankings. Simple!

User-generated content is being rewarded
Google is increasingly prioritising content that demonstrates real-world experience, personal expertise and authentic perspectives. With the rise of platforms such as Reddit and Quora dominating search results, user-generated content is being recognised as highly valuable.

Here’s what this means for SEO:

• Authenticity matters – Google’s emphasis on the EEAT means firsthand experiences and community-driven insights hold weight.
• Integrating UGC – Encouraging customer reviews, community discussions and interactive elements can enhance your website’s credibility.
• Leveraging social proof – Highlighting real user experiences in blog posts, testimonials and forums can help improve visibility in search.
  Brands that integrate genuine, user-driven content into their SEO strategy will likely see stronger engagement and better search rankings.

LLMs’ increasing impact on SEO
More and more people are turning to Google alternatives for quicker, more direct answers. AI Overviews are Google’s solution to LLMs (Large Language Models aka ChatGPT), but as more people turn to tools such as SearchGPT for instant answers, traditional search engines risk losing traffic ‒ leading to lower click-through rates for websites that rely on search visibility.

With generative AI pumping out content at scale, the question of reliability looms large. As we’ve discovered, Google is doubling down on trust ‒ meaning generic, uninspired content that lacks authority won’t cut it. The solution? Human-led content that stays true to your brand voice, follows clear guidelines and delivers real value. Focus on originality, expertise and relevance ‒ because creativity and authenticity will make your content stand out and rank higher.

How can we help?
Trust and brand authority have become absolute gamechangers in SEO. A strong, credible brand with a clear identity and engaged audience is now the foundation of search success. As a full-service marketing agency, we don’t just optimise for algorithms ‒ we build brands that people (and search engines) trust. From crafting compelling brand stories and human-led, search-optimised content to integrating UGC and executing strategic SEO, we do it all!

Ready to future-proof your SEO strategy and supercharge your rankings into the stratosphere? We’re the people to talk to. Give us a call, pop us an email or come in for a chat!