AI Search and SEO Trends for 2025

Recently Wyatt Simpson who runs my SEO team at Array Digital shared some great insights with our internal team and on Linkedin.

I wanted to share some key takeaways from what he shared and recent updates in the world of SEO and AI-driven search. As Google continues to evolve its Search Generative Experience (SGE), here are a few insights that might be helpful for your site’s strategy:

1. Content That Works for AI: AI-driven search results rely heavily on structured, digestible content. Ensuring your content directly answers user questions and is organized into clear, skimmable sections (think bullet points!) can make a big difference in how your site performs in these new search experiences.

1. Building Authority with EEAT: Incorporating recent case studies, awards, credentials, community involvement, and publications on your website can significantly enhance trust and credibility. Highlighting these elements allows our team to showcase your firm's expertise and make your office more relatable, ultimately improving the website's effectiveness in converting visitors into clients.

1. Off-Page SEO is Critical: Strong backlinks and a solid domain reputation are key to thriving in AI-driven search results. Investing in your site’s off-page SEO can ensure Google sees you as a trusted source of information. Our team excels at showcasing your firm through strategic digital press releases, targeted local SEO optimization, and relevant link-building from authoritative websites within your industry to increase ranking potential in AI-driven search engines like Google, Bing, and ChatGPT.

1. Focus on Conversions: While AI overviews might reduce traffic from top-funnel content, conversion rates can remain stable or even grow. Shifting your focus toward mid- and lower-funnel keywords—those that directly align with your services—can help you capture the right audience at the right time.

These are exciting times for SEO in my opinion, and adapting to these changes ensures your site stays competitive.

If you’re curious about any of these strategies or how they apply to your website, let me know and I’d be happy to help!

?? I would love to hear your thoughts in the comments.