Did you know that nearly 60% of searches are now zero-click searches, with users finding what they need directly on the search results page? In 2025, trends like these will reshape the way businesses connect with their audiences online.
Staying on top of SEO trends and Google Ads trends in the new year will be more important than ever to keep your brand visible and relevant. So let’s countdown the top trends so you know exactly how to prepare for your 2025 digital strategy.
Top SEO Trends for 2025
Organic search has seen some major changes this year, influenced heavily by AI, Google Updates and everything in between. Here are the top 5 trends we think will change the SEO landscape in 2025…
SEO Trend #1: AI Tools and Social Media Are Changing Search Habits
AI tools like ChatGPT and Bard have made search results more conversational and better at addressing specific, long-tail queries. This trend was a major focus at key events like Brighton SEO and the International Search Summit in 2024.
Social media platforms like TikTok and Instagram are also being used more like search engines, with nearly 40% of younger users turning to these platforms for local tips, product reviews and educational content.
In 2025, AI-powered search will continue to evolve and social platforms improve their search features. Marketers should keep an eye on potential changes in the search landscape, especially as Google’s ongoing legal battles could open the door to new competing search engines.
SEO Trend #2: EEAT Content is the New King
With nearly half of marketers using AI to create content in 2024, repetitive and generic material has become a common issue. To address this, Google added “Experience” to its E-A-T guidelines, rewarding content that’s created for people first and provides genuine value.
In 2025, EEAT will prioritise content offering fresh perspectives, unique data or original ideas — what Google calls “information gain.” As marketers we should therefore focus on thoughtful, research-backed content while using AI tools strategically to assist, but not replace, human insight. Tools like custom AI assistants (like ChatGPT’s GPTs) can help during the content creation process.
SEO Trend #3: SERP Features Will Increase Zero Click Searches
In 2024, there was a noticeable increase in zero-click searches — when users find what they need directly in the search results without clicking any links. Features like AI Overviews (AIOs), featured snippets and People Also Ask (PAA) boxes have made this trend more common.
While fewer clicks can feel discouraging, appearing in features like PAA or snippets is still valuable for building visibility and trust.
In 2025, zero-click searches are expected to increase more as AIOs become more widely available. Although information about how to rank in AIOs is still limited, optimising for featured snippets can improve your chances. We recommend using Google Analytics 4 (GA4) to monitor traffic and engagement.
SEO Trend #4: Local SEO is the Way Forward
Local SEO has been an essential part of search strategies for years, but in 2024, we saw a shift towards businesses prioritising it. Features like Google Business Profile (GBP) posts and localised keyword targeting became the focus to drive foot traffic and improve online visibility.
In 2025, we anticipate local SEO will grow even more popular, requiring greater precision. Google is expected to refine its ability to match user queries with hyper-local results, prioritising businesses that include location data and show active engagement with their community. This will include updates to features like reviews, localised schema markup and service area settings.
SEO Trend #5: Visual and Voice Search Are On The Rise
Visual and voice search use grew significantly in 2024, with tools like Google Lens and smart speakers leading the way. Structured data became crucial for businesses looking to appear in results for these emerging search methods.
By 2025, advancements in AR (Augmented Reality) and VR (Virtual Reality) will drive even more growth. For voice search, natural, conversational language will be critical as users rely more on question-based interactions. It will therefore be more important than ever to optimise structured data and adapt content to these evolving search formats.
Top Google Ads Trends for 2025
Paid search has also experienced some big changes this year, with user privacy and the influence of AI technology playing a pivotal role. Here are the top 5 trends we think will change the Google Ads landscape in 2025…
Google Ads Trend #1: AI-Powered Ad Campaigns Are Advancing
AI tools like Google’s Performance Max (P-Max) have quickly become game-changers for digital advertising over the past year. By automating bidding and targeting, they deliver impressive results with minimal effort — businesses using P-Max have even seen an 18% increase in conversions compared to traditional ad campaigns.
Looking ahead, AI is set to push personalisation even further in 2025 — especially when it comes to AI-generated ad creatives. Expect ads tailored in real time to grab attention and boost ROI.
Google is also likely to introduce better controls for P-Max campaigns and improved reporting tools, giving advertisers more transparency and insights.
Google Ads Trend #2: Privacy-First Advertising is the New Normal
In 2024, we saw Google Ads undergo significant changes to prioritise user privacy. The decline of third-party cookies means we now rely more heavily on first-party data strategies to shape ad campaigns.
As third-party cookies disappear entirely by 2025, privacy-friendly strategies will dominate. Tools like Google Analytics 4 (GA4) will provide enhanced attribution tools to adhere to privacy standards without affecting customer journey insights.
This means it’s important to adapt quickly and find creative ways to use data to stay ahead.
Google Ads Trend #3: Landing Pages Will be More Important Than Ever
High-quality landing pages have proven to be a major factor in ad success this year. Investing in high-quality landing pages not only lowers cost-per-click but also sees stronger conversion rates.
For example, by optimising our healthcare client’s landing page, we achieved a 5% increase in conversion rates within the first 10 weeks. With continued refinements, the page has delivered an 86% cumulative increase in conversions since its launch.
In 2025, landing page relevance will remain at the forefront of campaign success. Google will continue to prioritise user experience, rewarding those who create seamless journeys from ad copy to landing page. Ensuring pages are mobile-friendly and relevant to the ad will also be important.
Google Ads Trend #4: Broad Match Keywords Are Making a Comeback
In 2024, broad match keywords have become much more effective, with Google’s AI making it easier to deliver relevant ads by better understanding user intent behind broader queries.
In 2025, broad match will become even more effective, offering an efficient way to generate leads. To make the most of this, advertisers will need to use robust negative keyword lists to maintain precision and avoid wasted spend.
Broad match is shaping up to be a reliable and widely-used strategy moving forward.
Google Ads Trend #5: Localised Ads Will Continue to Offer a Competitive Edge
Localised ad targeting has proven to be a powerful tool for connecting with nearby audiences over the past year. Geo-targeted ads have been successful in driving foot traffic locally, making them valuable for small and medium-sized businesses.
Localised ads will get even more sophisticated in 2025, with tools for hyper-local targeting, such as ads tailored to specific neighbourhoods or events.
Combining this precise targeting with personalised messaging will be an important way to stand out in local markets, and maximise ROI.
How to Adapt to New Google Ad & SEO Trends
Search is always evolving, and it can be difficult to keep up with changes throughout the year. But as new trends emerge in SEO and Google Ads, staying informed and adapting your strategy is the only way to stay competitive.
Here are a few ways to keeping on top of the latest SEO & Google Ads trends this year:
- Stay Updated on New Trends
Sign up for our mailing list to get access to regular updates, tips and guidance straight to your inbox. - Get Expert SEO and Google Ads Support
Our SEO and PPC services are designed to help you implement strategies tailored to your goals. We pride ourselves on staying ahead of the latest changes so you can focus on growing your business while we manage the complexities. - Invest in SEO or Google Ads Training
This is an opportunity to future-proof your digital marketing efforts. Our tailored SEO, Google Ads, and Google Analytics training will give you and your team the confidence to optimise your own campaigns and respond to emerging trends.
Take Charge of 2025’s SEO and Google Ads Trends Today
Want to take your SEO and Google Ads strategies to the next level? Whether you need to refine your approach, gain expert support or upskill your team, we’re here to help. Contact us today to discuss your goals and discover how staying ahead of 2025’s trends can give you the competitive edge you need.
