SEO professionals try to predict future trends each year, focusing on what’s likely to unfold in the next few months or years. Here are some evolving trends to keep in mind:
1. Decline in Organic Traffic
We’ve observed a consistent decrease in organic traffic over the last decade, with new SERP features like AI Overviews and Reddit threads in 2024 taking bites out of click-through rates. However, this isn’t necessarily negative. The clicks that do reach your site are more valuable now; users are there to take action rather than just seeking quick answers.
The silver lining is that Google still depends on click-based revenue, including ads displayed in AI Overviews. As other platforms like ChatGPT explore monetization, they’re likely to follow suit, keeping SEO relevant.
2. Attribution Challenges
Attributing success to SEO efforts is becoming tougher due to the dynamic nature of AI responses and complex search journeys. Google’s decision not to report on traffic from AI Overviews further complicates this. While direct metrics like traffic and conversions are still measurable, the correlation between SEO strategies and results will grow increasingly opaque. Patience is key; SEO remains a long-term game, providing intent-driven traffic that’s still the best kind.
3. Surge in Branded Searches
With diverse discovery paths via generative AI, and social platforms like TikTok, or Reddit, direct site visits might decrease, but branded searches are likely to increase. Consumers often turn to Google for final decision-making or to learn more about a brand they’ve encountered elsewhere. Monitoring and optimizing for branded queries is crucial to funnel these searchers to your site.
4. SEO and Brand Authority
As generative AI becomes a staple in consumer information gathering, brand authority is more critical than ever. Entity-based SEO is pivotal; your brand needs visibility beyond your site through various channels like influencers, viral campaigns, or social media to ensure AI platforms recognize your brand.
5. Guard Against Site Reputation Abuse
Google is working on algorithms to prevent the abuse of site authority, especially when parts of a site differ markedly from the main content. This could mean that disparate sections might not benefit from the overall site’s authority. A robust internal linking strategy can help maintain site cohesion and relevance across all pages.
6. Diversify Marketing Strategies
As consumer paths to purchase diversify, so should your marketing efforts. Experiment with different platforms, observe emerging competitors and invest in long-term assets like email newsletters, community building, or referral programs. These can stabilize revenue regardless of fluctuations in web traffic.
Feel free to reach out if you’re unsure how to navigate these changes. We can discuss your specific situation and tailor a marketing strategy for 2025 that aligns with these trends.