SEO in 2025: Dead, Evolving, or Just Misunderstood?
The answer is simple: No, SEO is not dead. But the way we think about it needs a radical shift.
Search Engine Optimisation, as we’ve traditionally understood it, is no longer just about ranking on Google. The way users interact with content is evolving rapidly—voice search, AI-driven recommendations, TikTok SEO, Reddit discussions, and even WhatsApp communities are shaping search behaviour. In 2025, we’re not just optimising for Search Engines anymore; we’re optimising for Search Everywhere.
From Search Engine Optimisation to Search Everywhere Optimisation
The days of obsessing over blue links on Google’s first page are fading. Instead, brands and marketers need to focus on how users discover information across multiple platforms. Consider this:
- TikTok is Gen Z’s search engine. Short-form video content is a key way users seek answers.
- YouTube is still dominant. Video SEO and engagement signals matter more than ever.
- Reddit and Quora influence purchase decisions. Google now surfaces Reddit discussions prominently.
- AI-powered search (ChatGPT, Perplexity AI, and Google’s Gemini) is redefining how we get answers.
- Social media platforms are search engines in their own right. Twitter (X), Instagram, and LinkedIn have their own internal search behaviors.
If your brand isn’t optimising for these spaces, you’re missing out on massive search intent happening outside of traditional engines.
What This Means for SEO Strategy in 2025
- Optimise for Multi-Platform Discovery
- Treat social accounts as search platforms. Optimise Instagram alt text, TikTok captions, and LinkedIn articles for keywords.
- Leverage AI tools like ChatGPT and Google’s SGE (Search Generative Experience) to understand how AI surfaces content.
- Make content snackable—short clips, carousel posts, and engaging discussions on platforms where your audience is active.
- Think Conversational, Not Just Keyword-Based
- Google’s AI-powered results (SGE) prioritise natural language, intent-based queries over keyword stuffing.
- People are searching in longer, more conversational formats—“What’s the best laptop for video editing under $1,500?” instead of just “best laptop.”
- Optimise for questions, structured answers, and engaging storytelling rather than just static keyword placement.
- Leverage AI-Driven Search Behavior
- AI-powered assistants (ChatGPT, Perplexity, Google Gemini) are becoming the first touchpoint for information.
- Brands must ensure their content is referenced by AI models through structured data, high-quality authoritative content, and engagement signals.
- Optimise for Google’s new AI-powered snapshots, ensuring your content is cited and referenced in AI-generated answers.
- User-First Content, Not Just SEO Hacks
- Engagement and retention signals matter more than ever—dwell time, click-through rates, and user satisfaction dictate rankings.
- Instead of writing for algorithms, write for real conversations.
- Build trust through community-driven content—testimonials, case studies, and real experiences, rather than generic, keyword-heavy articles.
Final Takeaway: SEO in 2025 is Not Dead, But It’s No Longer Just “SEO”
If you’re still stuck in the mindset of optimising just for Google rankings, you’re missing the bigger picture. Search is now happening everywhere—from TikTok to AI chatbots, Reddit threads to WhatsApp groups. Brands that embrace Search Everywhere Optimisation will dominate the digital landscape in 2025 and beyond.
The key question isn’t, “How do I rank on Google?”—it’s “How do I make sure my brand is discoverable wherever my audience is searching?”