The future of SEO: AI, search engines, and your strategy

Search engine optimisation (SEO) has always been a moving target. Just when you think you’ve cracked Google’s algorithm, another update rolls out, changing the game. But 2025 brings a shift unlike any before - AI is taking the lead. Search engines are smarter, user intent is king, and old-school keyword tactics won’t cut it anymore. So, how can businesses optimise for search in the AI era?

AI-driven search algorithms: Quality over quantity

AI is at the core of Google’s latest search updates. Algorithms now focus on understanding intent rather than just matching keywords. This means that high-quality, informative content gets rewarded, while clickbait and keyword-stuffed pages are pushed aside.

How to optimise for AI-driven search:

• Create content that answers real questions. Google's AI prioritises user satisfaction, so ensure your content solves problems and provides clear answers.
• Focus on topic clusters, not just keywords. Instead of targeting a single phrase, build content around a broad topic, linking relevant articles together.
• Use structured data. AI thrives on context - schema markup helps search engines understand your content better.

Example: Instead of repeatedly inserting "best running shoes 2025" into every sentence, create a comprehensive guide on selecting the ideal running shoes based on foot type, terrain, and budget. This approach delivers genuine value, making the content more engaging and relatable for your audience.

Voice search optimisation: The rise of conversational queries

With Alexa, Google Assistant, and Siri handling millions of search queries daily, voice search is no longer a niche trend; it’s mainstream. Unlike traditional searches, voice queries are longer, more conversational, and often phrased as questions.

How to optimise for voice search:

• Use natural, conversational language. People don’t search “best pizza London” when speaking, they ask, “Where can I find the best pizza in London?”.
• Optimise for questions. Include FAQs in your content, answering common queries directly.
• Prioritise local SEO. Many voice searches are location-based (“nearest coffee shop open now”). Ensure your Google Business Profile is up to date.

Example: Instead of just listing “SEO services London,” create an article titled “How to Find the Best SEO Services in London?” and answer it conversationally.

E-E-A-T: Why experience and trust matter more than ever

Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework determines whether your content deserves a high ranking. AI-powered search is designed to filter out low-quality, misleading, or untrustworthy content.

How to improve your E-E-A-T score:

• Showcase expertise. Authorship matters. Have industry professionals write or contribute to your content.
• Demonstrate real experience. Case studies, testimonials, and personal insights make your content more trustworthy.
• Build authoritative backlinks. Links from reputable sources signal credibility to Google.
• Ensure content accuracy. Misinformation can hurt rankings. Cite sources and update content regularly.

Example: If you’re writing about SEO trends, referencing Google Search Central or industry experts adds credibility and improves E-E-A-T.

The verdict: AI has made SEO tougher - but also smarter

Let’s be honest, AI has made SEO more competitive. But it’s also more intuitive. The days of gaming the system with keyword tricks are over. Now, the best way to rank is to provide real value.

The businesses that thrive in 2025 will be those that:

• Focus on user intent and helpful content.
• Adapt to voice search and conversational queries.
• Build trust and credibility with E-E-A-T.

SEO is no longer about pleasing algorithms. It’s about creating content that truly helps people, and that’s a win for everyone.