With A.I., Business Adapts SEO
As more businesses move online, SEO remains key to a digital marketing strategy. While there are initial costs, the long-term benefits like attracting qualified leads far outweigh those investments. So, we expect increased investment in SEO in 2025.
The reasons to invest in SEO haven’t changed
Enhanced Brand Recognition: A top position in search results establishes your brand as a leader, making it appear more reputable to potential customers.
Increased Quality Leads: SEO attracts users actively searching for your products or services, leading to better lead quality and higher conversion rates.
Cost Efficiency: SEO offers a superior ROI compared to traditional advertising, as its benefits continue over time, unlike paid ads that stop once funding ends.
With A.I., businesses must adapt their SEO strategies
Focus on High-Quality Content.
Google is refining its algorithms to prioritize quality over quantity. Content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) will be favored, and AI will assist in keyword optimization.
Google’s Search Generative Experience.
SGE is not a chatbot, but an AI assistant delivering simpler answers and better search prompts. SGE is likely to expand. Keyword research should lead to content that is easily understood. Structure gains importance here as does grammar and readability to improve the user experience.
Topical authority is the key.
Being the go-to on a specific topic is a ranking factor. Content mapping and internal linking make it easier for users (and Google) to find that information. Strategies should include an understanding of customer needs and obstacles. Personas will gain importance as a tool to refine that process. Consistent delivery of relevant content (new or refurbished) will demonstrate your commitment to your clients.
Keep it fresh.
Your content must stay up-do-date. This means a strict editorial schedule, regular keyword audits, and lots of keyword research. Refresh old content with new keywords. Surveys, chats, and social media open a dialog with customers for feedback and new ideas. Customer perception influences your brand. Align your efforts to their needs.
Zero Clicks 🙁
Google’s ongoing improvements mean more information is available without the need to click. These “zero click” events will have a negative effect on Website traffic and make these and other SEO tactics even more important.
Be sure to include several channels in your digital marketing strategy, and learn how to use attribution modeling to optimize those efforts.
Businesses exist to make money by solving people’s problems. In 2025, content will play an even bigger role in that effort.