Google has announced some big changes to the search engine which will roll out in 2025 and is all about user experience with the integration of advanced AI. Here are some of the key points:
- AI Mode: Google will introduce a new “AI Mode” in the search engine which will be a new tab alongside the existing “All”, “Images” and “Videos” options. This mode will provide AI generated answers to users queries in a more conversational and contextually relevant way.
- Better Search: CEO Sundar Pichai said the search engine will be able to answer more complex questions than ever before which means a big change in how we interact with search.
- AI Summaries: AI Overviews will provide concise answers to users directly within search results so users don’t have to click multiple links.
These will make information finding faster and more personal to users. But it will pose challenges to marketers and content creators. Traditional SEO won’t work as well. AI driven search results will reduce web traffic and ad revenue and businesses will have to rethink their digital marketing strategies to stay visible online.
Marketers should focus on creating high quality and engaging content that meets user needs and uses AI to personalize and engage. Keeping up with these changes and adjusting strategies early will be key to success in the digital world.
What’s the point of creating high quality content on my website if Google is going to provide AI generated answers in the SERPs?
Good question.
If Google’s AI search reduces direct website traffic by answering queries within search results, creating content seems unnecessary. But creating high quality and engaging content is still important for several reasons:
1. AI Uses Your Content to Answer
Google’s AI and similar tools often use high quality web content to generate their summaries and answers. If your content matches user intent and answers complex questions well, it’s more likely to be used in AI generated answers. This will increase your visibility even if it doesn’t translate to a click.
2. Brand Awareness and Trust
Being featured in AI summaries and search result snippets will make your website a trusted source. While traffic might be lower, the users who engage with your site after seeing your content are high value users and will increase conversion opportunities.
3. Traffic From Other Sources
Diversify your content’s reach:
- Social Media: High quality content can be shared on LinkedIn, Facebook and Instagram and drive traffic independently of Google.
- Email Campaigns: Content can fuel email marketing and nurture your audience.
- Referral Traffic: Good content can attract backlinks and drive referral traffic from other websites.
4. Optimize for AI Features
As Google’s AI evolves it may include links to original sources (e.g. “Learn more from XYZ site”). Make sure your content is the best in your niche and you will be more likely to be cited as a source in AI answers.
5. Long Tail Queries
AI will still struggle with some specific or detailed queries. Comprehensive and authoritative content will position you to capture this traffic especially from users who prefer to drill down rather than get a summary.
6. Building a Community and Loyalty
Good content builds trust, encourages repeat visits and nurtures a community of loyal followers. These users may not even go to Google and visit your site directly.
7. Future Proofing
Google may shift focus further and regulatory or competitive pressures may force search engines to send more traffic back to websites. Having a content library will prepare you for such changes.
What to Do in 2025
Here are some practical tips to prepare for 2025 and adapt to the changes:
- Schema: Use schema to get your content into AI generated summaries and rich snippets.
- Content Exclusivity: Create proprietary data, unique insights or tools that AI can’t copy.
- Conversion Optimization: Make your site convert well so you get a higher ROI even with less traffic.
- AI Partnerships: Partner with AI platforms or offer APIs to increase visibility and engagement.
Yes, it’s tough but it’s an opportunity for marketers who will adapt. Traffic is no longer the only goal, it’s about the quality of your audience.
