๐ง KI is fundamentally changing the SEO landscape in 2025. Google AI Overviews (AIO) and new search engines such as Perplexity and ChatGPT Search require strategic adjustments. Keywords alone are no longer enough – context and user intent are crucial. High-quality, well-structured content with FAQ and article markup improves visibility in AI search results, while evergreen content should be regularly updated and supplemented with multimedia formats.
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Social searchย is gaining in importance, especially Tiktok, which is used by 74% of Gen Z as a search platform. Brands need to position themselves here with entertaining content. Semantic SEO is also becoming more important: content must be holistic, user-centred and enriched with entities. It is easier to establish yourself as a relevant brand in niche markets.ย
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The user experience will be the focus in 2025. The E-E-A-T principle (Experience, Expertise, Authority, Trust) requires high-quality, multimedia content and technical optimisations such as schema.org markup and fast loading times. LLMs understand search contexts better and better – content must therefore specifically address user intentions.
In e-commerce, the focus is shifting to optimised product detail pages in order to be found better in the Google Shopping Graph. Retailers benefit from precise, up-to-date product information and AI-supported suggestions.
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SEOย 2025 requires flexible strategies. Those who take AI search, social search, semantic optimisation and user experience into account will remain visible and competitive.
