We’ve asked several trusted experts for their predictions of what’s happening next in SEO in 2025. We’ll present their answers in themes, starting with the biggest one: the role of AI in SEO.
AI’s role in SEO
Artificial Intelligence is reshaping how businesses and professionals approach SEO. As AI tools become more advanced, they offer both opportunities and challenges.
Content generation and strategy
Arnout Hellemans (independent SEO consultant) believes AI will “massively” transform SEO Main trends and SEO insights for strategies. However, he says, “The issue is that search engines will leave loads more content out of the index because it’s generic content already there.”
This means businesses must focus on creating unique and valuable content rather than relying solely on AI-generated text. AI can help keep content updated and assist in research, but human oversight remains critical. Hellemans suggests that while AI advances rapidly, “human oversight and rewriting is still really needed.” This balance ensures content remains relevant and engaging.
Streamlining content creation
Lily Ray (VP, SEO Strategy & Research at Amsive) points sri lanka telegram data out that AI can make content creation much more efficient: “More and more companies will find ways to integrate AI into their content creation and optimization strategies. Outside of using AI to generate content, AI can create major efficiencies that streamline the content creation, such as analyzing and summarizing data, producing insights and text content at scale; generating metadata and structured data, and much more. While mass-producing AI content on a large scale can present SEO risks in some cases, using AI creatively and intelligently can dramatically speed up and improve the content ideation and creation process.”
Using AI for more than just content creation
Lily’s colleague Johnny Herge added that content writers will start using AI tools to do more than just produce content. “A new way many SEOs will succeed in 2025 is by using AI to help with the final product besides the copy itself. Coding is made infinitely easier with AI. Using AI will allow writers to make data analytics scripts or scripts that organize data and pull insights that would have previously required a writer to have a different skillset entirely. This likely will lead to writers being able to put forward much further quantifiable insights. ”
Kevin Indig (independent consultant) agrees: “AI + no-code offers SEO and other marketers powerful new workflows around building systems instead of working on single campaigns. I expect us to see many more examples of “systemization” next year, which will lead to smaller SEO teams with larger impact.”
AI and SEO tools will improve
As AI and SEO tools evolve, they will become much smarter. They don’t just identify issues but suggest fixes, making them incredibly valuable. Kyle Risley (Senior SEO Lead at Shopify) predicts, “SEO tools will evolve to be more proactive, shifting from merely identifying issues to offering comprehensive solutions. For small businesses with limited time and resources, these recommendations can help improve site quality, even without specialized SEO knowledge. Instead of simply noting “Your title tag is too short,” tools will suggest “Your title tag is too short. Click here to implement a better one.”
AI agents and AI brandbuilding
Jes Scholz (independent Growth Marketing Consultant and SEO Futurist) says, “AI agents will be all the hype, but very few SEOs will actually change their strategy. Only the bold will have the buy-in to take tactics to the cutting edge. But this will be needed as LLM-powered surfaces (AI Overviews, ChatGPT, etc.) start slowly but steadily 7 filter for each category advertising is eating into traditional search. Quick win AI visibility tactics, like best of listicles, will rise and fall like the meta keyword tag of old. Brand building on popular RAGd platforms will likely emerge as a dependable strategy. But no matter what, now is the time you can win the HoM/CMO/CEOs attention.”
Google’s AI Overviews will evolve
Kevin Indig predicts that Google’s AI Overviews will evolve: “I expect AIOs to morph into other formats next year, similar to how they contain products in shopping. Right now, they look like Main trends and SEO insights for Featured Snippets, but I expect Google to keep iterating. I also expect them to roll AIOs out even further to monetizable queries, widening the gap between what’s measurable and what’s happening in the search results even more.”
Mark Williams-Cook (SEO Director at Candour) adds: “We’ve long seen the trend of Google trying to keep searchers on their SERP, and with their recent announcement they have reduced the cost of egypt data generating AIOs by 90%, I think it’s obvious we’re only going to see more of them. However, AI in the form of LLMs does open new doors, especially with content creation, without falling into the no-value trap of having AI write your content for you.”