Is SEO still relevant in 2025? The Rise of Zero Click Search
It feels like every second day that someone on LinkedIn proclaims that “SEO is dead.” But the truth is that best practice SEO, like every marketing strategy, is just evolving.
In 2025, search engine optimisation looks very different than it did two years ago. SEO can still be a powerful marketing tool, but only if you let go of outdated tactics and embrace a smarter, more strategic approach.
What’s Changing in SEO Today?
1. Search isn’t just links and rankings anymore
People now find answers in search results without clicking. This rise in "zero-click" searches means your content must be designed to be found, quoted, and featured - not just ranked. Structured content, rich snippets, and semantic optimisation matter more than ever.
What is a zero-click search?
A zero-click search is a query where the user gets the answer directly on the search results page (think snippets or AI summaries) without clicking through to a website. This changes the game as impressions may rise while clicks fall - a shift dubbed the ‘great decoupling’.
2. AI is reshaping search
Generative AI tools like ChatGPT, Google SGE, and Perplexity AI are surfacing content directly in conversational interfaces. That means your content needs to be AI-readable, sourceable, and trustworthy. It's less about search optimisation, and more about optimising content for AI-powered search and generative engines. Welcome to the era of AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation).
3. SEO still delivers long-term results
While paid ads stop the moment your budget dries up, SEO delivers compounding value. A blog post that ranks today can continue to organically attract traffic, build brand authority, and drive visibility, while competing with other brands for audience share.
What Marketers Need to Do Differently
To stay ahead in 2025, marketers need to evolve their SEO strategy. Let’s break that down.
Optimising for AI-powered platforms, not just Google
Organic search engine marketing (aka SEO) isn’t just about chasing keyword rankings anymore. It’s about showing up where your audience is looking - whether that’s in a search bar, an AI chatbot, or a smart assistant.
In practice, this looks like conversational headings and in-depth FAQs that target a range of related questions, not just a limited amount of rigid keywords.
Creating multi-intent content that serves both people and algorithms
Modern search engines and AI tools prioritise user intent over keywords. A query like "email marketing strategy" could come from a beginner, a pro, or a CMO. So, your content should cater to all three users.
A multi-intent blog post might start with a quick summary, include beginner-friendly explanations, offer advanced tips, and embed checklists or videos. Internal links to related content strengthen engagement and help AI systems understand the topic.
This integrated approach ensures people get what they need, and AI platforms have structured, rich content to reference and summarise accurately.
Focusing on authority-building signals like E-E-A-T
Google’s ranking systems reward content designed primarily for people, not just search engines. That’s what they call ‘people-first’ content. High-quality content is original, comprehensive, and offers genuine value beyond basic summaries.
To meet this standard, SEO experts should demonstrate E‑E‑A‑T (experience, expertise, authority, and trust) by citing credible sources, author credentials, and real-world examples. A great webpage experience is also crucial: fast mobile loading, clean layout, accessible design, and minimal intrusive pop-ups. Regularly update content to keep it relevant.
Google recommends self-assessing pages: would users bookmark, recommend, or feel fully informed? If not, your content may not meet its helpfulness threshold.
Authority is more important than ever in the age of AI summaries because it increases the chance your site will be linked to. But honestly, creating genuinely helpful content will benefit your brand long-term, regardless of changes in SEO trends.
Tracking broader visibility metrics, not just clicks.
Clicks alone no longer reflect SEO success. Start tracking brand searches, impressions, featured snippets, and AI citations to understand your real visibility.
Check whether your content appears in Google’s AI Overviews, ChatGPT, or other AI tools. If it doesn’t, your authority and structure may need improvement.
Key Takeaways
SEO in 2025 is not dead. But lazy SEO? That’s buried.
If you’re still relying on tactics from 2015 - keyword stuffing, thin content, or shady backlink schemes - it’s time for a reset. The brands that win are the ones that understand how modern search works, and show up strategically across every digital surface.
If you’d like some help with your SEO strategy, reach out to our team - we’d love to chat! Our team of Brisbane-based SEO experts are ready to help you smash your business goals. Want the inside scoop on the latest marketing trends? Download our Trend Predictions eBook now.
