SEO is changing at record speed, and 2025 looks to be one of the most transformative years yet. Google is investing more in AI, traditional search results are increasingly being replaced by generated answers, and alternative search platforms are gaining more ground.
Even though Google’s AI-generated answers (SGE) have not yet been rolled out in Sweden or most parts of Europe, we are already seeing how it’s reshaping the search landscape in the US and several African countries. It’s only a matter of time before these changes reach us, which makes it crucial to be prepared.
Keeping up requires a broader strategy—not just optimizing for Google, but also building authority and creating content that both AI and users value. For those who stay ahead and understand the new rules, there’s enormous potential to maintain or even strengthen their positions in the search results
AI is Changing Search Results – What Does That Mean?
Google’s AI-powered search feature, Search Generative Experience (SGE), is changing the way we find information. Instead of simply displaying a list of links, Google now generates AI-powered answers that appear directly in the search results.
At the same time, zero-click searches are becoming more common—meaning users get the answers they need without ever leaving the search page.
For many websites, this results in reduced traffic, as fewer people click through. However, by adapting your content to be easy for AI to understand and highlight, you can still maintain strong visibility. Clear headlines, concise and direct answers, and smart use of long-tail keywords become more important than ever.
How to Stay Visible in AI-Generated Search Results
A smart strategy is to create content that Google can’t easily summarize in a short answer directly in the search results. This could include in-depth analyses, interactive tools, or unique user-generated insights.
By offering something that goes beyond a quick AI summary, you increase the chances that users will actually click through to your website instead of staying on Google’s search page.
AI-generated content – advantage or disadvantage?
The ability to use AI makes it easy to create a lot of content quickly, which has also led to a large amount of generic text being published on Google, something Google doesn’t particularly like.
To use AI correctly, it should be seen as a tool to assist rather than a replacement. It can help with ideas and drafts, but real knowledge and experience are needed to create something that stands out. Google wants to highlight unique content, so generic texts are at risk of ranking lower in search results.
The best approach is to use AI for inspiration and then combine it with a human touch.
SEO is no longer just about Google
Google has long been, and still is, the dominant search engine. However, a new behavior has emerged, particularly among younger users. More and more people are searching for information directly on platforms like TikTok and YouTube instead of googling what they’re looking for. This is a development that businesses need to adapt to.
Read more about this: ”Google who? Gen Z is searching on TikTok, YouTube instead”.
Additionally, AI-driven search engines like Perplexity and ChatGPT’s search feature are becoming increasingly common. Since these search functions work differently from Google, it’s smart to adapt and create content that AI can understand and highlight.
This could involve crafting clear and well-structured answers that directly address common questions. AI looks for natural language and context rather than exact keywords, so it’s wise to use synonyms and semantically related words. Including a FAQ section, referencing credible sources, and combining text with images and videos can also increase the chances that AI will prioritize your content.
Google wants to see more expertise and credibility
Google has long emphasized the importance of expertise, authority, and trustworthiness when it comes to ranking. In 2022, a new factor was added to the equation, which is experience. This means that Google prioritizes content from people who truly know their subject.
If you have a blog, e-commerce site, or business website, you need to strengthen your brand by showcasing your expertise and trustworthiness. You can do this by sharing your experience, highlighting customer reviews, references, and collaborations, and clearly showing who you are and why you are knowledgeable and reliable in your field.
Read more about how personal experience impacts SEO here: Google and Personal Experience – An Important Ranking Factor
Is your SEO Strategy on the right track?
In 2025, you need both smart optimization and really good content to be visible. AI-generated answers, zero-click searches, and more platforms to adapt to create new challenges, while Google also raises its standards for credibility.
What does your strategy look like this year?
Alicia Elfving
SEO-analyst