The Best SEO Strategies for 2025
SEO is evolving rapidly and businesses need to adapt to stay competitive. Gone are the days when simply writing great content and building backlinks guaranteed success. Today, two significant themes are reshaping SEO strategies: the rise of generative AI tools and the need for dual SEO strategies targeting different stages of the buyer's journey.
Understanding the Shift in SEO
Previously, SEO was largely about Google. Businesses focused on ranking high in Google search results. However, with the emergence of AI tools like ChatGPT and Perplexity, the landscape is changing. These tools are not just supplementary; they are becoming primary search methods for users. Therefore, your SEO strategy must now encompass visibility across these platforms.
Introducing Generative Engine Optimisation (GEO)
One of the most significant shifts in SEO is Generative Engine Optimisation (GEO). This term encompasses the techniques needed to ensure your business is featured and recommended by generative AI tools. For instance, when a user searches for “generative engine optimisation services,” the typical web results are pushed down by AI overviews. Thus, businesses must ensure they are not only ranking in traditional search results but also in these new AI-generated content formats.
💡 Imagine this:
Instead of Googling, “Best restaurants in London,” people are asking ChatGPT or Gemini, “What’s the best Italian restaurant in London for a date night?” These tools don’t just point users to websites – they provide concise recommendations and actionable insights.
If your business or content isn’t featured in these AI-generated answers, it’s essentially invisible. This is why GEO matters. It’s about positioning your content so it’s not just visible – it’s dominant in these new AI-powered ecosystems.
Adapting Your SEO Strategy
To effectively implement GEO, the first step is to ensure your website ranks well in traditional search results. This is essential since AI tools often pull their information from websites that are already well-ranked. If your site is not visible in regular searches, it will likely not appear in AI-generated summaries either.
1. Optimize for AI Tools
To get featured in AI overviews, you need to match the content that these tools provide. This means structuring your content to answer questions clearly and concisely at the beginning, followed by more detailed information. This approach helps AI tools to find and corroborate your content effectively.
2. Focus on Experience and Expertise
AI tools favour websites that demonstrate first-hand experience and expertise. For instance, if your content includes personal insights or expert opinions, it will likely rank better. This is especially true in fields like health and finance, where trust and authority are paramount.
3. Digital PR and Content Marketing
Another strategy to improve your visibility is through digital PR. Getting your brand featured on high-authority websites increases the chances that AI tools will recommend your business. For example, if a skincare brand is mentioned positively on multiple reputable sites, it enhances their credibility and visibility in AI search results.
Splitting Your SEO Strategy
With the rise of AI, businesses may need to adopt two distinct SEO strategies: one targeting top-of-funnel traffic and another for bottom-of-funnel conversions. Top-of-funnel strategies focus on getting your brand recommended in AI answers, while bottom-of-funnel strategies ensure that customers ready to purchase are directed to your website.
For example, use how-to guides and FAQs for top-of-funnel users and product pages or comparison articles for bottom-of-funnel visitors.
Implementing E-A-T Principles
Experience, Expertise, Authoritativeness and Trustworthiness (E-A-T) are crucial for ranking well in both traditional and AI search results. Google emphasizes E-A-T, particularly for sensitive topics like health and finance. Websites should showcase their authors’ qualifications and ensure that content is regularly updated to maintain credibility.
Building Trust and Authority
For example, health-related articles should include author bios linking to their credentials. In non-academic fields, demonstrating expertise through engaging, informative content can also establish authority. Videos, case studies and testimonials can enhance perceived expertise and trustworthiness.
Challenges and Opportunities Ahead
The competition for visibility in AI search results is increasing. Businesses must work harder to stand out, as AI results often include only a few links. Engaging in proactive public relations and building a strong online presence across various platforms is essential.
Voice Search: A Continual Factor
Voice search is still on the rise, but it remains primarily informational. Users tend to ask basic questions, which means optimising for voice search needs to be part of your overall strategy. However, it’s important to note that visual search results remain a preferred method for quick information retrieval.
Conclusion
As we move forward, SEO strategies must adapt to the changing landscape influenced by generative AI. Embracing GEO, focusing on E-A-T and splitting your strategies for different stages of the buyer’s journey will be essential. The future of search is here and businesses that fail to adapt will find themselves at a disadvantage.
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