SEO in 2025 is nothing like it was yesterday. Google now displays AI-generated answers directly in its results, organic clicks are plummeting, and content production is exploding thanks to generative tools. The result: more competition, less easy traffic.
But that doesn't mean SEO is dead. It means it has changed its playing field.
In short: in 2025, effective SEO will be based on a winning combination: the speed and power of AI, combined with human credibility and creativity.
SEO in 2025 is nothing like it was yesterday. Google now displays AI-generated answers directly in its results, organic clicks are plummeting, and content production is exploding thanks to generative tools. The result: more competition, less easy traffic.
But that doesn't mean SEO is dead. It means it has changed its playing field.
In short: in 2025, effective SEO will be based on a winning combination: the speed and power of AI, combined with human credibility and creativity.
With the arrival of AI Overviews, Google is providing more and more comprehensive answers directly in its results. Internet users find what they are looking for without necessarily clicking. As a result, organic traffic is declining, even for high-quality, well-ranked websites.
Your content is no longer just about attracting clicks: it must be designed to become a cited and visible source in these generated responses.
According to an analysis by Squarespace, this trend is also accompanied by a rise in “zero-click searches”: internet users get their answers directly from Google without visiting other sites. This forces companies to be more creative in order to remain visible and attract the right visitors. At the same time, alternative AI-powered search engines such as Perplexity and SearchGPT are also shaking up traditional SEO.
With the democratization of generative tools, content production has exploded. As a result, many articles resemble one another, relying on the same sources and phrasing.
Google has confirmed this in its official guidelines: it doesn't matter whether content is generated by AI or by a human, the important thing is that it meets the E-E-A-T criteria (Experience, Expertise, Authority, Trust). This means that originality, quality, and relevance are becoming more crucial than ever.
In short: AI is not a problem as long as it is not used to manipulate rankings.
Searches are increasingly being conducted in natural language, via voice or conversational interfaces such as Siri, Alexa, Gemini, SearchGPT, or Perplexity. But a new trend is emerging: multimodal search.This means that users no longer just type in keywords: they ask questions, share an image, a video, or even a diagram. Google and AI engines must then interpret different formats to provide a contextualized response.To adapt to this, content must include clear FAQs, a conversational tone, and a variety of formats (text, image, video).
SEO has always been about data, but AI is multiplying analytical capabilities. Tools explore massive volumes of queries, detect emerging trends, and scrutinize the competition in real time. The result: faster identification of the right keywords, search intentions to target, and opportunities to improve your SEO on HubSpot.
AI is an ally when it comes to saving time: article drafts, keyword ideas, meta descriptions. But it cannot replace humans. It is humans who bring real-life experience, nuance, business insight, and the brand's voice.For example, HubSpot now offers a Brand Voice feature that automatically harmonizes generated content with your company's unique tone. This avoids generic content and ensures editorial consistency across all your channels.
Many time-consuming technical tasks are now handled by AI: detecting broken links, optimizing missing tags, optimizing the technical performance of your site, monitoring loading speed. Monthly reports and competitive intelligence can also be automated, giving teams time to focus on strategy and value creation.
Entrusting your SEO entirely to a machine means running the risk of producing content that is “clean but empty.” AI writes quickly and well, but it lacks nuance, experience, and above all, the unique voice of a brand. Without this human touch, texts become interchangeable and lose their impact.The right approach is to let AI generate 80% of the basic work: drafting, structuring, and data collection. Then, devote the remaining 20% to what makes all the difference: the unique angle, lived experience, anecdotes, or even the addition of customer case studies. It is this mix that allows you to gain productivity while maintaining truly differentiating content.
In 2025, Google will place greater emphasis on EEAT (Experience, Expertise, Authoritativeness, Trustworthiness). All content must incorporate these dimensions:
With AI Overviews and augmented search engines, the goal is no longer just to rank first in Google. What matters now is to be recognized as a reliable source that AI will choose to cite in its response.
Clear titles, hierarchical subheadings, FAQ sections, schema.org markup: technical and editorial structuring is becoming an essential lever. The easier your content is to read (by both humans and AI), the more likely it is to be reposted.
Google and AI measure user experience: loading speed, clarity of navigation, mobile comfort. A slow or messy site loses visibility, regardless of the quality of the text. And without securing your data and integrations, the user experience remains incomplete.
In 2025, search engines will promote content that provides real added value: practical advice, original perspectives, real-life examples, generating more traffic with content that stands out. Only this approach will allow you to rise above the noise of mass-generated AI content.
AI tools now make it possible to perform comprehensive website audits in just a few minutes. These diagnostics cover UX/UI (usability, navigation, accessibility), technical performance (loading speed, missing tags, broken links), and SEO (keywords, structure, missing content).This saves marketing and technical teams a considerable amount of time: AI acts as a continuously available SEO/UX consultant, capable of comparing your site to those of your competitors and suggesting concrete improvements.
SEO isn't dead: it's been enhanced by AI.Artificial intelligence tools make it possible to speed up analysis, produce drafts, and automate repetitive tasks. But at the heart of it all, it's humans who make the difference: expertise, nuance, credibility, storytelling.
The winners in 2025 will be the true web experts who know how to combine the power of AI and human intelligence to produce content that is effective, useful, and trustworthy.As Converteo sums it up, AI has gone from being a simple optimization tool to a true strategic pillar of SEO.
The winners will be those who know how to combine the speed of analysis and the power of algorithms with human authenticity: differentiating angles, storytelling, and lived experience.
AI is transforming the way internet users consume information. With AI Overviews and conversational search engines, more and more answers are provided directly in the SERP, without the need to click. This automatically reduces traditional organic traffic and forces websites to think of their content as a source to be cited rather than simply a page to be ranked.
You need to combine technical efficiency with human relevance. On the technical side, clear, well-structured content (titles, FAQs, schema.org) that is optimized for mobile remains essential. On the human side, Google values EEAT: demonstrated expertise, testimonials, and real-world examples. AI can generate solid foundations (drafts, meta descriptions, technical audits), but the value comes from the addition of experience and nuance by experts.
Three major developments mark the year:
The major trends are: