As we step into 2025, the world of SEO is poised for exciting shifts.
At the start of every year, we’re asked, “What’s new in SEO?” or “What’s to come for organic search in Google?” Most of the time, our team only shares predictions with clients or internally, however, for 2025 we’re done gatekeeping.
Greenlane SEO employees have compiled their strategic forecasts for what’s next in organic search, drawing on their years of expertise and insights to stay innovative and ready for changes on the digital horizon.
Below, we’re sharing our predictions for new trends in SEO — showcasing the innovative changes that marketers need to know to prepare for 2025’s changes.
7 New SEO Trends for 2025
Search engine optimization is undergoing significant changes as new technologies and platforms emerge. From diversifying content strategies to adapting to advancements in AI, SEO professionals must stay agile to remain competitive. Here’s what our team predicts for new SEO trends in 2025:
1. Diversification of Search Engines & Channels
Our co-founder, Bill Sebald, predicts that ChatGPT’s search capabilities will continue to grow, with its context-aware responses carving a niche in the search landscape. This growth will drive the need for optimization beyond Google, including platforms like Bing, TikTok, and Instagram.
Dylan Jones, our SEO Team Lead, echoes this sentiment, highlighting user diversification away from Google due to declining trust in AI-generated responses and growing interest in platforms like ChatGPT and TikTok.
2. The Rise of AI in SEO
We’ve been seeing AI explode all of 2024, and this trend is not expected to decrease in popularity with the new year. Bill Sebald points out that Google is improving its conversational search capabilities, which will change how users interact with search engines. Marketers must adapt by finding alternative ways to stay visible as clicks on traditional informational-focused pages decrease.
3. Rewarding Short-Form Content
Speaking of a shift from the typical information-focused page structure as an organic tactic, I predict that brands will need to focus on leveraging both short-form and long-form video content on platforms such as TikTok and YouTube to stand out from the competition online.
Short-form content, in particular — as opposed to long content like pillar pages — that is optimized for user experience will begin to rank higher in search results as search engines prioritize usability.
In addition to short social pieces winning organically, I foresee 2025 as the year of content diversification across the board. Appearing on Google alone isn’t enough to be seen anymore. Leveraging social media and online networks like forums will be more important than ever.
4. UGC Videos to Appear in Search Results
With Reddit and similar discussion-based domains exploding in 2024, our Associate, Malcolm Jones, predicts that Google will ride that train more heavily in 2024. He forecasts search engines will introduce a user-generated content (UGC) video section to its search results. This feature could showcase authentic, user-created videos directly on the SERP, aligning with the growing preference for short-form, relatable content while increasing brand engagement opportunities. A section like this is an engaging way to provide practical advice, solutions, and personal experiences, which aligns with Google’s goal of prioritizing peer-to-peer helpful content.
5. Integration with Social Media
Adam Wells, one of our Senior AMs, believes Google will increasingly integrate with social media platforms as alternatives to X (formerly Twitter) gain traction. He also predicts the rise of showing full social media posts directly in search results. This will take us one step further in diversifying SERPs based on user intent in 2025.
6. Smaller Publishers Gain Some SERP Ground
Dylan Jones predicts a lift for smaller publishers previously hit by core algorithm updates based on Google’s recent creator meetups. However, he believes these recoveries will not be as widespread and dramatic as the initial losses were. He notes that since the initial drops, AIOs have become a much bigger part of search and will typically grab a large chunk of traffic that these small publishers used to enjoy.
7. Enhanced Local Search Features
Baileigh Dabdoub predicts that Google will replicate its e-commerce strategies in local search. Our Senior AM envisions the creation of a “Service SERP” tailored for local businesses, integrating features like filtering and sorting to enhance usability and increase ad opportunities in the map pack and local services ads (LSAs).
Keep Up with New SEO Changes with Greenlane Marketing
The landscape of SEO is evolving rapidly, with diversification and AI at the forefront of these changes. From new search engines like ChatGPT and platforms like TikTok gaining prominence to AI revolutionizing content creation, 2025 promises to be a transformative year.
Our team thrives on predicting the future of search; we love getting it right — time after time — and helping our clients stay informed and innovative in their online marketing strategies. Let us help you do the same!
By staying ahead of these SEO trends and adapting to the predictions for change in the digital environment, you’re sure to see your organic traffic and marketing goals reach new levels in 2025. Subscribe to our blog to stay informed on the latest updates in SEO to come, or contact us for SEO help today.
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