In 2025, SEO is not what it used to be. The old tricks for getting your business noticed online—like jamming keywords into your website—just aren’t cutting it anymore. With AI technologies like Google’s Gemini and ChatGPT in the picture, businesses need to rethink how they get traffic and stay visible. But don’t worry—this isn’t about SEO being dead. It’s about how you can evolve your strategy to stay ahead.
Keywords are out, context is in: The evolution of SEO
Back in the day, SEO was all about keywords. If you were running a bakery, you’d probably stuff your website full of words like “cupcakes” and “fresh bread” to get Google’s attention. The idea was simple: the more you mentioned those words, the better your chances of ranking.
But now, SEO has grown up. It’s not just about stuffing keywords anymore—Google’s algorithm is more focused on the context and intent behind a search. For example, a user might type something like, “best desserts for a kids’ birthday party.” Instead of just pulling up pages full of “cake” or “cupcake,” Google will prioritise content that addresses the meaning behind the search—what kind of desserts are fun, kid-friendly, and easy to make. That’s what we call semantic search, and it’s changing the game for businesses.
Snippets: From SEO goldmine to AI competition
A few years ago, businesses were all about landing a featured snippet. These little answer boxes that appear at the top of search results were SEO gold because they gave you prime real estate on Google’s page and tons of traffic. If you could land one, you were sitting pretty.
But here’s the catch—AI is starting to change that, too. Platforms like Gemini or ChatGPT are getting better at providing direct answers to users’ questions, without pulling content from external websites. Imagine someone asks, “What’s the best way to organise a home office?” In the past, Google might have displayed a snippet from a blog on your site. Now, AI can generate the answer itself, meaning fewer visitors are clicking through to your page. The result? Snippets are no longer the guaranteed traffic-boosters they used to be.
The rise of AI in search: A double-edged sword for businesses
When AI first became a big deal, businesses saw it as a golden opportunity to churn out content at lightning speed. Tools could write hundreds of blog posts or product descriptions in minutes, and the hope was this would boost SEO rankings.
But here’s the flip side: AI is now competing with traditional SEO. Platforms like Gemini can provide search users with exactly what they’re looking for without them needing to click on an external site. Instead of directing traffic to your site, AI-driven search is keeping people right on the search page.
This is a major shift for businesses. If you’ve been relying heavily on SEO to get visitors to your site, you’re going to need to rethink that strategy. Google no longer needs your content as much as it once did, and people are getting comfortable with AI platforms delivering the answers directly.
How to adapt and thrive in 2025: 4 key strategies for businesses
So, with all this change, what can your business do to stay in the game? Here are four practical strategies:
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Focus on building your own audience
You can’t rely on Google alone to bring you traffic anymore. It’s time to invest in building a direct connection with your customers. Grow your following on social media, start an email list, or launch a YouTube channel. The goal is to own your audience so you’re not as dependent on search engines.
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Invest in outbound marketing
Instead of waiting for potential customers to find you, go out and find them! Outbound marketing, like paid ads and email campaigns, is becoming more critical. When done right, it allows you to reach the right people directly, without crossing your fingers that they’ll stumble across your site through a search.
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Diversify your marketing channels
Don’t put all your energy into just one platform, like Google search. Consider advertising on Facebook, Instagram, or LinkedIn, and mix in other digital strategies like influencer marketing or podcast sponsorships. The more places you can engage with potential customers, the better.
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Own your customer relationships
This one’s huge. If you can turn your website visitors into email subscribers or community members, you’ll have a direct line of communication with them—no need to rely on a third party like Google. Email marketing is still one of the most effective ways to nurture relationships and keep your audience engaged.
Final thoughts
SEO isn’t dying, but it’s evolving fast. The rise of AI means businesses can’t afford to rely solely on search engine traffic anymore. The key to success in 2025 is to adapt by building your own audience, diversifying your marketing efforts, and taking ownership of your customer relationships. This new landscape might seem daunting, but with the right strategy, your business can not only survive—it can thrive.
