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Last update: Sep 3, 2025 Reading time: 5 Minutes
Innovation waits for no one… and 2025 is proving just that. Hundreds of small innovations affect how you market your company every month. Still, every so often, a massive change comes along that changes everything about the way we work.
These are the most significant changes coming to the SEO industry in 2025 and how you (and your business) can prepare for them.
While some users (us included) have access to Google’s Generative AI (SGE), most people don’t. Many people haven’t even heard about it.
But it’s coming to all users in 2025.
SGE has access to the entire Google database and every website or webpage that Google has ever read. SGE reads all the pages and surfaces what it believes to be the best answer to a user’s search.
It also answers most simple questions directly on the Search Engine Ranking Page (SERP) without users having to click on a website, leading to less tracked website traffic.
But what does this actually mean for SEO?
It’s no secret that community content is becoming increasingly important.
Anyone can start a business, claim success, and say that people love their product. You can even fake reviews on the most popular platforms.
What proves to customers that you’re the real deal?
Other customers. People using your product or services. Talking about their experiences and sharing them on their own. That’s why we always look for unbiased reviews online.
The best way to add credibility to your SEO is to incorporate UGC into your pages. Add testimonials, quotes, customer stories, videos, etc.
Google reads all of these when ranking web pages. UGC content is unique, meaning it can’t be copied by competitors, so no other site will have the content that you have.
In 2025, this dramatically improves your rankings for niche terms associated with your product/service.
Analytics has always been a tug-of-war between Google metrics and business metrics.
Traffic increases don’t always tie back to revenue increases.
Traffic decreases don’t always tie back to revenue decreases.
This year, the battle will continue when Google launches its generative AI (SGE) and introduces dozens of new features.
As SGE reaches a mass market and all of the associated features/metrics are rolled out to marketers everywhere, there will be a scramble to answer these questions quickly.
SEO teams plugged into hundreds of websites & business types will have the advantage of adapting quickly to these changes.
Keep an eye on the Digital Lab, as we’ll publish everything we learn as the platform changes.
When you think of “SEO,” you probably think of Google.
That’s fair. For the last twenty years, they’ve been synonymous; over 90% of all search activity happened on Google.
But in 2023, we started to see cracks in this system. In 2025, this is even more apparent. Google isn’t the only search engine. Many platforms you might not think of are search engines:
All of these platforms have search functionality. Historically, it hasn’t been used much outside of minor use cases or searching for individuals. But now, most have introduced the ability to buy and sell products/services directly on the platform.
This small change has led many users to search directly on the platform for things they want. For the first time in two decades, Google is experiencing competition.
To be clear, the vast majority of searches still happen on Google. However, the gap is shrinking; we expect this to accelerate this year.
So, it’s essential to consider how your SEO strategy collaborates or connects with your social media strategy.
E-E-A-T is a content measurement framework that is coded directly into the algorithm. It encompasses 4 content traits that Google measures to determine content quality:
Experience = content that highlights that you’ve been in the industry for a long time or that you’ve experienced similar problems in the past.
Expertise = content that demonstrates that you’re highly skilled in the work that you do.
Authority = content that proves that you are a leader in your space and should be believed over the competition.
Trust = content that demonstrates care for your customer and a lack of selfish desire. Frequency of publication and non-sales content are also factors.
As Google Search becomes more competitive and Generative AI disrupts how content is ranked, E-E-A-T content structures will become more important.
Click the button below to start a conversation with our SEO team, we’ll be happy to audit your site for free. We will tell you exactly where you’re at right now & what needs to be done to get you where you want to be.
Jon Dubensky has built 2POINT from the ground up, and along the way he has developed a set of convictions about business, leadership, and marketing that cut against a lot of the noise.
Every lead your San Diego business generates starts with visibility in search results. Without it, competitors capture the demand you should be converting.
Search for San Diego internet marketing services and you'll find dozens of agencies claiming to grow your business. Some promise page-one rankings in 30 days. Others pitch packages with no tie to revenue.
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