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The Future of SEO: Adapting to Generative AI in 2025
Search is changing – again. As a business owner or marketing professional, you’ve likely spent years optimising for traditional search engines like Google. But with generative AI now influencing how people discover brands, the landscape is shifting. AI-powered search results, zero-click searches, and voice queries are redefining visibility online.
So, where does this leave businesses? The reality is that SEO isn’t dead, but it’s evolving. Traditional SEO principles remain critical, but now they must work alongside new strategies to gain visibility in AI-driven search experiences.
The Rise of Generative AI
AI-driven search is no longer a futuristic concept – it’s happening now. A 2024 McKinsey survey found that 65% of organisations are already using generative AI in some capacity, nearly double the percentage recorded just ten months prior and according to Statisca, AI tool usage worldwide is expected to reach 729 million users by 2030.
Search platforms like Google’s Gemini, ChatGPT, Claude, and Perplexity AI are incorporating AI-generated responses directly into search results. This is driving a shift toward zero-click searches, where users get answers instantly without needing to visit a website. In fact, 60% of searches now resolve without a single click. The dominance of ChatGPT is particularly significant, holding 62.5% of the market share, with 300 million weekly active users and 10 million paying subscribers.
This means businesses must rethink their approach. Rather than relying solely on organic search rankings, brands need to be present where AI platforms source their information. This involves creating AI-friendly content, earning mentions across authoritative sources, and ensuring credibility signals are strong.
SEO vs. GEO: Why You Need a Dual Strategy
With generative AI influencing search, a dual strategy that incorporates both traditional Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO) is essential. SEO remains crucial for ranking in Google’s organic search results, while GEO focuses on ensuring AI platforms recognise and prioritise your brand when generating responses.
Top-of-Funnel (TOFU) Strategies for AI Visibility
In the awareness stage, brands should create content that directly answers common user questions in a format AI tools can easily reference. This typically involves starting with a clear, concise definition or response before exploring the topic in greater depth. Publishing expert-backed resources and earning mentions on authoritative platforms enhance a brand’s chances of being featured in AI-generated summaries.
Bottom-of-Funnel (BOFU) Strategies for Conversions
For users ready to take action, content should be optimised for intent-driven queries. Rich media such as videos, infographics, and structured data improve engagement, while schema markup enhances AI recognition. Rather than focusing solely on driving traffic, businesses must optimise their content for AI-generated recommendations and references.
Zero-Click Searches: How to Stay Visible
One of the most significant disruptions caused by generative AI is the rise of zero-click searches. AI-generated search results are designed to provide instant, conversational responses, keeping users within their ecosystems rather than directing them to external sites. A recent study highlights that as much as 60% of searches are now resolved without users having to click any third-party links.
While this shift reduces the number of users clicking through to traditional web pages, it also creates opportunities for brands to position themselves as trusted sources within AI-generated content. To maintain visibility, businesses must focus on building credibility beyond their own websites. AI-driven search favours brands that appear frequently in authoritative sources, meaning that digital PR, expert-driven content, and widespread brand mentions are now more important than ever.
The Role of Bing in AI-Driven Search
Surprisingly, Bing plays a large role as Chat GPT’s default search engine, making optimising for this search engine essential for appearing in AI-generated search results.
Optimising for Bing involves ensuring content includes accurate citations, using high-quality images and videos, and maintaining a strong social media presence, as Bing factors social engagement into its ranking algorithms. Increasing readability by using simple, natural language improves search visibility, as Bing’s AI tools prioritise fluency in ranking decisions.
Voice Search: The Overlooked SEO Opportunity
As AI search tools evolve, voice search is becoming an increasingly critical factor in SEO strategy. Voice assistants such as Google Assistant, Siri, and Alexa rely on natural language processing (NLP) to deliver spoken responses, fundamentally changing how users interact with search queries. Unlike traditional keyword-based searches, voice search queries tend to be conversational, longer, and framed as complete questions.
To optimise for voice search, brands must structure content to align with how people naturally speak. Content should provide direct, concise answers to common questions while incorporating conversational language. AI-driven voice search assistants also prioritise featured snippets and structured data, making schema markup essential for ensuring content is easily interpreted and surfaced in search results.
Businesses should also ensure their schema markup includes local information such as addresses, contact details, and operating hours to improve visibility in location-based voice searches.
Traditional SEO Still Matters
Despite the rise of AI-driven search, traditional SEO remains a crucial foundation for online visibility. Large language models (LLMs) rely on existing high-ranking search results to generate responses, meaning websites that already demonstrate authority in organic search are more likely to be cited by AI. Google’s AI-generated search overviews pull directly from top-ranking pages, reinforcing the importance of maintaining strong SEO fundamentals.
High-quality backlinks, structured data, and well-optimised website content all contribute to a brand’s credibility in AI search results. While traditional SEO alone is no longer enough, it remains a vital element in ensuring AI tools recognise and reference a brand. Businesses must continue optimising their websites while expanding their efforts to secure brand mentions across multiple digital platforms.
