The year 2025 will be a turning point in the evolution of SEO and artificial intelligence. As AI reshuffles the cards in Search, traditional SEO strategies must adapt to remain effective. The rise of language models, the integration of AI into our daily tools and the transformation of the quality of search results require companies to review their approaches.
A pivotal year for AI
2025 promises to be another exciting year in terms of innovations related to artificial intelligence. As in 2024, major players continue to invest massively in the development of their language models (LLM). Whether it’s OpenAI’s ChatGPT, Google with Gemini, Meta with LLaMA, xAI with Grok or the French gem Mistral AI, each player meets a variety of needs, both for individuals and businesses.
However, a consolidation phenomenon could well be on the horizon, particularly due to the exponential costs of training models. While some players continue to massively inject funds into R&D, others will have to adjust their strategies to respond to economic realities. Profitability will quickly become a crucial issue.
Google remains a central player in the AI race. The Mountain View firm is rolling out new features, such as AI Overviews, to maintain its dominance in Search, while increasingly integrating AI into its ecosystem. However, Google is facing challenges, particularly with its antitrust lawsuits in Europe and the United States, but also because competition is organizing itself.
- OpenAI is launching SearchGPT to enter the search market, while developing "o1", a project towards artificial general intelligence (AGI) aimed at competing directly with Google.
- Microsoft, via Bing and Copilot, is banking on conversational searches and the integration of AI into its tools. Its market share has never been higher worldwide.
- Perplexity is focusing on the monetization of its AI engine and offers a credible alternative to classic search results with direct and supported answers.
- Anthropic is banking on ethical AI with Claude, focused on security and moral behavior, attracting companies sensitive to these issues.
- The French unicorn Mistral AI is developing LLMs for more specific needs, particularly suited to European companies concerned about the sovereignty of data.
- Grok, developed by xAI (Elon Musk), aims to create an AI that understands human intentions more deeply, integrated into the products of the X ecosystem (formerly Twitter).
Attacked from all sides, the giant Google must quickly adapt to these upheavals in Search.
Quality and relevance of search results
The problem of the quality of search results is becoming increasingly central for Google. Today, it is much more difficult to differentiate good content from bad. AI makes it possible to produce texts of correct quality on a scale never seen before. This considerably complicates the task of search engines to accurately rank search results.
The volume of content produced has never been greater. With AI tools, anyone can create correct texts on any subject, thus increasing the risk of seeing search results lose quality and relevance. If a search engine fails to sort results correctly, it risks seeing its users turn to other alternatives, thus calling into question its advertising-based business model.
This forces search engines to review their ranking criteria, and therefore SEO strategies on the professional side. We can expect significant adjustments to algorithms to identify and prioritize truly relevant content. Some historical SEO criteria could be rethought, while new factors, linked to AI, could emerge in the coming months.
An increasingly marketing approach
We still have little visibility on how Google intends to respond to this challenge. However, it is essential to focus on creating value for the user. More than ever, strategies must focus on common sense: understanding user expectations and responding to them authentically.
- Know your audience: Responding to search intent is essential. Understanding search intent has always been central to SEO, but this trend is likely to increase further in 2025.
- Develop and consolidate your brand: A powerful brand is a reassuring signal, especially if its communication is as original as it is consistent with its target. It is important to capitalize on it more than ever.
- Rely on the long tail: With the sophistication of search algorithms and the development of the conversational aspect, it is important to work on competitive queries but also to rely on the long tail for sustainable growth.
- Vary content and formats: Content is not limited to text. Videos, podcasts, images… Search engines are increasingly interested in the diversity of formats. It is therefore essential to vary the approaches to reach your audience from different angles.
- Prioritize the human: In this AI context, search algorithms will place the human at the center of attention. The content must be engaging, authentic and the quality of the user experience will be even more impactful in the years to come.
- Diversify your traffic sources: In marketing as in finance, it is essential not to put all your eggs in one basket. An omnichannel strategy will be essential to secure your traffic acquisition (Paid Search, Organic Search, Social Media, Email). Your business should not depend on a single channel!
The main challenge is how to integrate artificial intelligence into a marketing strategy without losing the authenticity and personality that characterize brands.
An uncertain but promising future
If 2025 marks a new stage in the evolution of search engines, it is certain that it is only just beginning. The democratization of artificial intelligence will accelerate for both individuals and professionals. Most companies today are integrating AI into their software, processes, teams and offers.
Like TikTok, which has redefined the social media landscape in less than 5 years, it is very likely that these new players will change the game on established practices. Partnerships, such as the one between OpenAI and Apple for the release of the new iPhone, show that AI will become increasingly integrated into our daily lives. Brands will have to remain vigilant and responsive to changing usage patterns.
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