The past year has been one of the most chaotic in SEO history. With AI now a major part of online search—and Google building it directly into search results—your old SEO strategy might not cut it anymore. And the changes won’t be slowing down anytime soon. With new tech shifting digital marketing in a whole new direction, it’s completely normal to feel a bit overwhelmed.
So how do you stay calm? By staying prepared. To help you get a clearer picture of what’s happening, let’s take a look at how SEO is evolving in 2025 and beyond.
AI Overviews Are Taking Over the Search Results
Google now uses “AI Overviews” at the top of many search results. These are AI-generated summaries that pull information from across the web to give users a quick answer.
While this can be helpful, it also raises new challenges. If AI results get all the attention, what happens to your website traffic? The good news is: AI Overviews still rely heavily on good SEO. When Google creates these summaries, it links to the sources it used—those links could be yours.
To make sure your content shows up in these summaries, focus on the basics you may already know:
- Answer questions your audience is actively searching for
- Use searchable keywords naturally in your headers
- Build your domain authority (DA)
- Add structured data (Schema) to help Google understand your content
There are worries that AI Overviews might lower click-through rates by as much as 35%. That’s a big number, but we’ve seen fears like this before—for example, when Google switched to prioritising mobile results. The best approach now is simple: stay calm, stick to strong SEO practices, and watch your analytics closely.
E-E-A-T Content Matters More Than Ever
As AI-generated content becomes more common, Google is doubling down on content that shows real value. They want to reward content that feels human, helpful, and trustworthy—not generic copy that looks like it was churned out by a bot.
Google’s EEAT guidelines highlight four key qualities:
- Experience: You’ve actually done or used what you’re talking about.
- Expertise: You know your stuff and can prove it.
- Authoritativeness: Others trust your work and link to it.
- Trustworthiness: You’re honest, transparent, and accurate.
EEAT is closely tied to Google’s idea of “helpful content,” which means offering original insights, real opinions, and unique value—things AI still struggles to produce.
As Google works harder to separate human work from AI-generated fluff, EEAT will only become more important.
Also Read: How to Use Social Media to Boost Your SEO in 2026
Google Business Profiles Still Matter
If you’re a business that serves a local area, your Google Business Profile (GBP) should still be a big part of your SEO plan. It’s free, easy to update, and still one of the most powerful tools for getting found in local searches and on Google Maps.
A well-optimised GBP can bring more clicks, more calls, and more leads. To make the most of it:
- Fill out every piece of information, including address and contact details
- Keep your photos up to date
- Ask for reviews and reply to them
- Keep an eye on your questions and answers
- Add a few well-chosen keywords
As AI reshapes search, strong Google Business Profiles are becoming even more important.
User Experience Matters More Than Keywords
In today’s world, SEO isn’t just about showing up on Google. Users search everywhere—AI chatbots, social media, forums, and more. That means your content needs to be easy to find and valuable no matter where someone discovers you.
This shift makes user experience (UX) a huge part of modern SEO. At GRM, we call this a platform-agnostic approach. In other words, meet users where they already are, and give them a great experience in every place you show up.
Here’s how to do that:
- Make your content accessible and mobile-friendly
- Ensure every post, video, and webpage adds real value
- Keep your branding consistent across all platforms
- Use the right keywords and formats for each channel
- Guide users smoothly toward taking action
By focusing on relevance and ease of use—alongside traditional SEO—you’ll be ready for whatever the next big shift brings.
Also Read: The Impact of Mobile-First Indexing on SEO (Updated 2026)
Will SEO Still Matter in 2026?
Absolutely. In fact, AI makes SEO even more important.
Because AI tools make it easy to produce huge amounts of generic content, the brands that will stand out are the ones creating high-quality, human-driven content. Good SEO helps you:
- Speak directly to your target audience
- Showcase real experience (a must for EEAT)
- Earn backlinks
- Improve your domain authority
- Reach different audience segments on different channels
And yes—strong SEO even increases your chances of appearing in AI Overviews.
It’s also worth noting that many people don’t fully trust AI-generated content. With over 70% of UK consumers unsure whether content is real or AI-made, having a clear, human voice has never been more valuable.
Invest in Human-Led SEO
At GRM, we get that SEO is changing fast. We know AI has a role to play, but we also believe the best digital marketing is still led by real people. SEO works best when it’s based on genuine understanding—of your audience, your brand, and what makes you different.
If you’re ready to hand over your SEO to a team that knows how to navigate this new landscape, we’re here to help. With more than a decade of experience and a future-focused team, we’re ready to get your brand seen.
