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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
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Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
The best practicing SEO professionals tell us what they think are the best areas to focus on for SEO in 2025 and how to adapt as search is changing
This year continued with the same theme as the year before – a bombardment of updates and rapid developments in AI.
AI Overviews were introduced in May, which then saw a drop in organic traffic alongside major drops from Google updates.
It’s not been an easy year in SEO.
Whereas last year was considering how AI tools could be leveraged to augment our work, this year has been the acceptance that Google SERPs are changing and not delivering the same levels of organic traffic as before.
This introduction of AIO and the uncertainty of Google organic traffic has accelerated the move towards SEO becoming “marketing.”
Moving forward, SEO is now as much about branding and marketing as it is about what we used to know about SEO.
To make this transition, everything that you were doing in SEO needs to be reconsidered. The future of online marketing will involve being found in generative AI apps, AI-powered search engines, social media, forums, and communities.
The bottom line is that SEO is now marketing, and that could be challenging for anyone who holds on to a one-dimensional SEO mindset.
As is our tradition this time of year, we turned to some of the best minds in the industry to get their thoughts on where the industry is going and what might happen next.
We asked 22 of the best practicing SEO professionals: In your expert opinion, what should SEO pros focus on in 2025 to maintain visibility and get results?
Jono Alderson, Consultant at Jono Alderson
Make 2025 the year you actually optimize your website. Forget shiny new toys and focus on the fundamentals.
Fix your errors. Make it faster. Make it more accessible. Improve the UX. Correct the typos. Redirect the broken links. Clean up the mess.
And while you’re at it, trim the fat. Remove the zombie pages that nobody visits. Prune your bloated navigation. Consolidate duplicate content.
Fix those annoying forms that never seem to work. Make your images smaller. Stop auto-playing videos. Test your site on a cheap phone on bad Wi-Fi and see how frustrating it is. Then fix that, too.
SEO professionals are so busy chasing trends, tweaking metadata, and begging for backlinks that we’ve lost sight of what really matters: creating a website that works beautifully for users.
A faster, simpler, cleaner site isn’t just better for people – it’s better for search engines, too. Do the unglamorous work. Google notices, and so does the market.
Arnout Hellemans, Consultant at Online Market Think
Here are a few tips for SEO pros to focus on in 2025:
Stop focussing on keywords and shift to user intent. Look at SERPs into all the questions users have.
Check the People Also Ask (PAA) features and check if your article satisfies that intent on the page.
Focus more on the UX (usability, site speed).
If you want to get traffic from other AI discovery engines, check your website without JavaScript. You can use SSR or pre-render your webpages, so that other crawlers can consume your content too.
Ryan Jones, Senior Vice President at Razorfish
2025 will be the year when we finally treat SEO like full-funnel marketing.
SEO pros will have to move beyond just measuring clicks and start considering awareness and upper funnel metrics as users less frequently desire websites in favor of AI, instant answers, and other search features.
SEO pros will still be needed to help influence these features and ensure brands show up, but we’ll have to focus on user intents – the queries where users want to do or accomplish something – over high search volumes.
Mark Williams-Cook, Digital Marketing Director at Candour
Over the past 20 years, we’ve consistently seen Google take steps to keep users on their SERP, as it’s more profitable for them.
In its Q3 announcement, it revealed a 90% reduction in the cost of generating AIOs, signaling even more aggressive deployment of these and AI-organized results in ecommerce.
This likely means a decline in traffic to “solved” knowledge and informational spaces – though that’s not necessarily a bad thing for the web (how many lasagna recipes does humanity really need?).
On the other hand, we can expect increased traffic from sources like Google Discover and Lens, particularly for non-text content such as video.
I believe those who rely solely on GenAI to generate content directly from LLMs will struggle.
However, those leveraging LLMs to enhance original material – such as generating transcriptions from video—are positioned to benefit, as this top-down approach now feels even more strategically aligned with current trends.
In 2025, I am going to be encouraging clients to start with video-first content and work backwards, with a special focus on Discover and Lens search, which has now been integrated.
Miriam Ellis, Consultant at Miriam Ellis Consulting
A trend to pay particular interest to in 2025 is the diversity of digital platforms to which your potential customers may be going for local business information and recommendations.
2024 has seen many developments that may not be increasing searcher satisfaction, such as the rise of AI Overviews, which can’t be relied on for factual information, and a growing sense that Google search has become less skilled at intent matching.
I’ve fielded sentiment from a range of users encompassing some of the best SEO pros in the world to everyday searchers stating that it’s simply harder than it used to be for them to find what they’re looking for in Google.
While all the traditional SEO and local SEO skills and work remain relevant, diversifying your picture of where your community might be spending time online will be smart work for the year ahead.
In the U.S., we’ve reached a state in which half our counties no longer have access to local news, so people looking for trustworthy, authentic communications about their community will have to look elsewhere. This could include the big social media platforms like Facebook, Instagram, and TikTok, but don’t stop there.
I recommend taking a very good look at Discord to see if it has become a community hub, or if you could turn it into one to increase your neighbors’ awareness of your brand taking an active role in your town or city. YouTube, Reddit, and hyperlocal podcasts are also very strong candidates for contributing to community life.
In summary, while normal SERP visibility will still be essential to your marketing strategy, be sure you’re studying consumers’ shifting behaviors so you can learn to be present wherever they feel information can be trusted.
Motoko Hunt, Founder & President at International SEO & SEM Consulting
Many SEO pros have been focusing so much on content generation in recent years, especially in 2024 with the help of AI.
It’s time to better organize generated content based on the target audience’s intent and business goals.
By organizing and structuring the content hierarchy, you can touch searchers at each stage of their journey and influence their decision-making.
You should also update the content as needed. You want your content to stand out in the sea of similar content out there. Make sure that your content adds value.
With this, the content will not just generate traffic but will contribute to the business growth.
John Shehata, CEO & Founder at NewzDash and Former Global VP of Audience Strategy at Conde Nast
I believe these key areas will be crucial for SEO success in 2025:
Google’s emphasis on experience, expertise, authoritativeness, and trustworthiness will be even more critical.
SEO pros need to build Author Authority by showcasing expert credentials and first-hand experience, and digital and social footprint, especially in niches like health and finance (think doctor bios with links to publications).
Strong Domain Authority still relies on high-quality backlinks, but focus on those that drive traffic.
For Document Authority, create in-depth, entity-focused content that satisfies user intent better than competitors. Think comprehensive guides with clear attribution and original research.
AI is transforming search. Optimize for AI-generated answers by structuring content around topics and entities.
For example, instead of just targeting “best running shoes,” create content around “best running shoes for trail running” and “best running shoes for flat feet.”
Use AI tools to scale – not to write – content creation, but maintain a human touch for quality and originality. Think of AI as a research assistant and editor, not a replacement for your own expertise.
Expect fewer Google clicks with all the new SERP updates, and don’t put all your eggs in the Google basket.
Explore alternative traffic sources like Threads, Reddit, newsletters, and even push notifications.
A diversified approach makes you less vulnerable to algorithm updates and opens up new audience streams.
Stay informed about algorithm updates and adjust your strategies accordingly. Pay close attention to user behavior on your website to identify areas for improvement.
Tools like heatmaps and scroll maps can provide valuable insights.
Kevin Indig, Growth Advisor and publisher of The Growth Memo
In my opinion, the big question is, “What is the story of your brand in an LLM world?”
Track sales/revenue/leads from LLM referral traffic like ChatGPT, Perplexity, Gemini, etc. See if this could become meaningful when extrapolating the trend from the last six months out over the next two years.
If so, you want to invest in technical SEO to make crawling easier and create more structured content (like Q&A style content) to be more present in LLMs.
Jes Scholz, Marketing Consultant at JesScholz Consulting
The Bing index powers ChatGPT (and thus will be integrated into Siri), as well as Microsoft Copilot and many answers of Meta AI.
It’s also leveraged by smaller search engines, including Yahoo, DuckDuckGo, and Ecosia.
While other players, like Perplexity, aim to build their own index, it’s clear that index licensing will become increasingly important as the search landscape diversifies.
This means SEO marketers need to expand their focus beyond Google from an indexing perspective.
Now is the time to revisit Bing Webmaster Tools. Conduct a content audit using XML sitemaps for each page type to compare indexing rates on Bing versus Google.
If either search engine is missing valuable content, prioritize crawling and indexing optimization.
Because no matter the surface – whether it’s in traditional SERPs, AI-powered SERPs, chatbots, Google Discover, Google Shopping, or elsewhere – if your content isn’t indexed, you have no chance to earn visibility.
Glen Allsopp, Fonder at Gaps.com
One recommendation I have for 2025 is to actively study as many of the main search results you’re trying to rank in, see what Google is rewarding, and look to get involved in those sources.
Bear with me – it gets better.
Besides traditional service or shopping pages, there’s a good chance you’ll also see:
While a simplified goal of SEO is to get more targeted search traffic to your own website, you shouldn’t ignore the possibility of getting more exposure via creating videos, being involved in relevant Reddit communities, and so on.
One of the most effective things I’ve done is build relationships with other well-ranking sites in relevant industries. Even better if you’re in the same space but don’t compete on the end product you’re selling.
You would be surprised how open people are to also cover your product, service, or content when they get to connect with a human who actually cares about what they’re working on.
It’s far from the most important or only thing you should be doing, of course, but it’s always good to expand your marketing horizons.
Andrea Volpini, CEO and Co-Founder of Wordlift
SEO professionals and marketers should optimize for both human and AI audiences, particularly large language models (LLMs).
LLMs excel at processing structured, concise text but often struggle with complex, visually rich websites.
Providing clear, organized, and dense content – such as markdown files or LLM-specific resources like /llms.txt – helps LLMs better understand and represent your brand to users.
Structured data remains essential for search visibility and enhancing AI-driven customer experiences. It enables training models, improving content suggestions, and supporting advanced features like conversational search.
Understanding how LLMs function is equally critical. These models can be interpreted through monosemanticity – the ability to extract precise, entity-like features from their deep neural networks.
SEO pros should focus on creating clear, entity-rich content and evaluating how these entities align with openly distributed models.
Building and enriching Knowledge Graphs with well-defined entities is key. This approach ensures LLMs can effectively contextualize your content, unlocking new optimization opportunities and improving both AI and human experiences.
Mordy Oberstein, Founder of Unify Brand Marketing
Let’s define “maximum visibility” for a second. Do we mean as many eyeballs as possible as quickly as possible? If so, I have no tips for you.
On the other hand, if we mean being visible as much as possible in as meaningful a way as possible, then I have one tip for you: Sit and sync with comms.
Be aligned with and on board with your company’s or client’s comms or brand department. Understand where they want to go. Understand how they see the company’s identity, positioning, and the messaging they want to send.
Be a part of that process. Help them align and amplify that positioning and messaging. Help the brand become what it aims to be.
We’re entering a digital winter. There is so much volatility and so much dysfunction (hello, search and social algorithms).
Most of all, there is so much noise. It’s much harder for your audience to tune it all out and to allow themselves to be impacted by what you’re putting out there.
That’s a huge hurdle to overcome. We’ve become inundated and numbed to all of the digital content thrown at us. And we’re only getting more inundated and more numb.
There’s a huge need for resonance. Your content needs to be crafted in a way that can cut through all the noise and resonate.
There’s not a whole lot of point in grabbing as much traffic as possible if it’s not going to be “seen” by the audience.
That old model of garnering as much visibility as possible is outdated. It’s better to be purposeful more than anything. And to do that, SEO pros can no longer afford to be siloed.
Sitting with whoever is running the overall communications strategy is an absolute must. It leads to a healthier approach and better outcomes. It’s what will drive visibility that actually matters.
Ameet Khabra, Founder at Hop Skip Media
Fully embrace artificial intelligence (AI) and machine learning (ML) in every part of marketing.
This is about so much more than automating PPC campaigns, though that’s a huge part, especially since Google is retiring manual bid controls like eCPC.
The marketers who will succeed are the ones who can make the most of AI and automation while keeping that human touch to connect with customers.
Build strong first-party (1P) data sets, as third-party (3P) cookies will continue to fade away, and privacy rules will get stricter.
This is all about the information you gather directly from your customers – their website habits, how they interact with your brand, and what they’ve bought.
Those who invest heavily in tools and strategies to collect 1P data will be able to deliver compelling experiences at every point of the buyer’s journey.
You must also incorporate that data into creating experiences that catch your customer’s attention.
Create immersive, interactive experiences that capture attention and spark emotion, and look beyond the screen to voice interfaces, wearables, and wherever your customers engage.
It’s the brands that can create these amazing, human-centred experiences that are going to be the real differentiators.
Finally, create some organizational agility. This is not news, but things are moving fast for us in this industry, and we need to create a culture where ongoing learning and testing are part of the rhythm.
The fundamental rules of marketing remain constant. It is all about knowing who your customers are, creating resonant messages, and delivering value in every interaction.
Montserrat Cano, Consultant at MC. International SEO & Digital Strategy
In 2025, understanding your audience and market is key to building brand authority, increasing visibility and driving online leads or sales.
Users and search engines prioritize trusted brands, so consistent branding and high-quality content are essential.
This is especially important in international markets, due to the unique cultural nuances and search behaviours.
Combine this with a solid website that focuses on user experience and accessibility for long-term growth.
Jo Turnbull, Digital Marketing Consultant at Turn Global, Organizer of Search London, and Co-host of SEO Office-Hours
SEO professionals should focus on being part of communities, supporting them or creating ones where there is a gap in the market.
This is particularly important for small brands who do not have a lot of budget to make significant changes to their website.
Communities can have a big impact on visibility, helping to build brands and subsequently conversions.
Through communities, SEO pros can connect with and support one another in initiatives such as mentorship, writing for key sites, as well as attending virtual and/or in-person events.
Navah Hopkins, Brand Evangelist for Optymzr
Looking ahead to 2025 and beyond, it’s all about understanding how users consume information.
By focusing on non-login forums (Reddit, Quora, etc), and getting indexed on Bing for ChatGPT visibility, brands can bypass expensive and time intensive conventional Google SEO.
Forums often rank better on SERPs and offer a more authentic, human touch compared to traditional websites.
If you plan to promote yourself, make sure you’re honest about it – building an infrastructure for your customers and brand influencers to share on your behalf can serve better.
Tory Gray, CEO at Gray Dot Company
There’s a fundamental shortcoming to traditional SEO keyword research that we maybe don’t talk about enough: It’s a lagging indicator.
So, when it comes to identifying new trends, topics, or questions for content, relying on traditional keyword research makes SEO professionals and content strategists late to the game.
That’s especially important for smaller, less authoritative domains. In established industries and verticals, many existing topics are dominated by high-authority competitors.
Gaining a foothold in new trends and topics before larger competitors is one of the few, strong tactics that can help close the gap.
Today, trends and topics take off on platforms like TikTok and Reddit before they make their way to search engines like Google.
In 2025, looking outside of traditional search data – and incorporating platforms where “newness” happens – is how we can tap into leading indicators that let us know which new and useful information our audience really wants.
Alli Berry, Search Engine Optimization Consultant at Alli Berry Consulting, LLC
Less is more when it comes to your content strategy.
Google has been busy continuing to punish lower-quality pages, so it’s time to cut the robotic-like programmatic and low-quality AI-generated pages that may have given you some short-term gains.
I know everyone says they’d never do that, but the internet suggests otherwise.
I would also be cutting low-performing pages and thin pages because they may be harming the overall quality of your site from a search engine lens.
Finding truly unique angles for new content will reward you, especially if you can incorporate proprietary or 1st party research.
The Google documents leaked suggest that high-quality news links and links from new pages count for more, so anything you can do to drive new external links should reward you.
Also, if you’ve got all of your eggs in the affiliate revenue model basket, it’s time to diversify your business model. Google is coming hard for affiliate sites.
Olga Zarr, SEO Consultant at SEOSLY
SEO professionals should broaden their focus beyond just Google to include Bing and LLMs, as visibility across all these platforms will likely become increasingly critical.
Mentions in LLMs will emerge as a key aspect of SEO, extending the discipline beyond traditional search engines.
Good rankings in Google will still matter, especially since they will influence mentions in AI Overviews. However, the dynamics shift when considering the leading LLM player, ChatGPT, which relies on Bing for search results in both ChatGPT and GPT-powered search.
This means that strong rankings in Bing will become significantly more valuable. SEO pros must familiarize themselves with Bing’s ranking criteria and closely study its documentation, as its algorithm and priorities differ from Google’s.
For other LLMs – regardless of their data sources – SEO marketers should ensure that the brand they aim to promote is consistently and clearly positioned online.
It’s crucial to communicate what the brand represents and offers, so it becomes a reliable source for LLMs to cite. Cohesive and authoritative branding will play a big role in improving visibility.
Jamie Indigo, Director of Technical SEO at Cox Automotive Inc.
Visibility in 2025 is all about understanding the context in which your site exists. More content will be created this year than 2010-2018 combined.
In the face of a rapidly expanding internet full of regurgitated AI, Google’s goal of crawling less makes sense. If your site is made of the same content as all the others using that particular AI tool, why bother?
AI-generated content is statistically probable rather than factually accurate. It may lack the depth, nuance, and originality that users seek.
Google’s emphasis on crawling less underscores the need for unique, high-quality content that provides genuine value to users.
This is why your website’s unique context is so important. Smaller sites should have different focuses than large sites.
If your site is greater than 100,000 pages … does it need to be? How much of that content do users actually engage with? This is your time to be intentional about the index.
If it doesn’t solve a real human problem, cut the cruft. Do more with less by swapping the fluff for trustworthy information.
This includes all the bells and whistles on your site to make it as shiny as possible. A feature no one uses is waste. Great content with a bad user experience is still bad content. Even great content is useless if it isn’t relevant to why the user came to the page.
SEO professionals should prioritize trustworthy experiences that fulfill user intent. If you’re answering questions and helping get things done, you’ll see growth.
Michael Bonfils, Global Managing Director at SEM International
As you already know, SEO professionals who figure out how to combine data, creativity, and AI-driven innovation will be the ones who win.
An opportunity for SEO pros in 2025 will be learning how to “program personas” effectively.
This means taking tools like ChatGPT and other LLMs and feeding them the right inputs – like your target audience’s behaviors, their pain points, and the brand tone – to create AI-driven personas that are specific, strategic, and actionable.
Think of these personas as virtual assistants who can brainstorm and refine ideas with you tailored to your exact needs.
For example, you could program an AI persona to act like a Gen Z skateboarder or a busy CFO and have it generate ideas or strategies that would appeal directly to that group.
This goes beyond traditional keyword research; it’s about having AI provide insights you might not have considered, delivering fresh, relevant angles.
Pedro Dias, Founder and SEO Consultant at Visively
SEO professionals should step back and try to understand how their strategies impact the new rules of the game we’re currently playing in search.
There’s a lot of noise around promises of easy traffic at scale that are more designed to catch off-guard anyone not fully aware of what they should be doing, and make money from the less savvy.
That said, the important pillars of SEO remain:
Ensuring a site is crawlable and indexable by search engines is foundational – log file analysis, optimizing crawl paths, and resolving technical barriers (e.g., redirects, canonicalization, and URL structures).
Leveraging tools like Google BigQuery to analyze search and performance data — making SEO decisions based on solid data, such as understanding user behavior, identifying patterns in search intent, or assessing technical performance.
Building scalable systems and processes that support SEO growth — preventative measures, automation, and frameworks (“Improvements, Prevention, Recovery” models) for a proactive approach over reactive fixes.
Integrating SEO into product and development workflows, highlighting the importance of SEO as a core component rather than a marketing afterthought.
Ensuring SEO efforts align with delivering value to users, as user satisfaction often drives ranking improvements.
I believe it’s more important than ever that businesses seriously invest in having a strong internal SEO product-oriented team.
This will be a game changer for the future as this will increasingly be a factor to differentiate sustained growth better catered when you have a deep knowledge of your product and vertical of operation, rather than the sole reliance on intermittent external collaborators.
In a continuation from last year, SEO is changing more rapidly than at any other time in the history of the industry.
As we said at the beginning, SEO pros need to change their mindset away from the old way to a new holistic approach that seeks to find visibility where your audience is – most likely across Google SERPs, Bing SERPs, ChatGPT Search, Perplexity, Gemini, TikTok, YouTube – all in varying degrees.
Most of the experts agree that focusing on brand and producing quality content that demonstrates expertise is an area of focus.
We also think that removing reliance on Google for organic traffic would be a smart investment to make right now.
More Resources:
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Shelley Walsh is the Content & SEO Strategist at SEJ & produces IMHO, a show where experts offer their opinions …
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How AI and Visual Search Are Rewriting the SEO Playbook – Built In
/in website SEO, Website Traffic/by Team ZYTThe rise of visual search and generative engine optimization (GEO) requires new SEO strategies to keep up. Here’s how to stand out.
The way users search for information online has transformed dramatically. With cutting-edge technologies like Google Lens and search capabilities provided by mainstream large language models (LLMs), the traditional search model that has ruled the internet for the last 20 years is on the verge of being upended. One clear outcome of this shift is the urgent need for marketers and search engine optimization (SEO) experts to rethink their strategies to keep pace with more sophisticated digital algorithms and the rapidly evolving, AI-driven online landscape
Traditionally, SEO revolved around keywords, backlinks and content relevance. However, as the search engine revolution unfolds, these elements alone won’t cut it anymore. Emerging generative search engines and tools like OpenAI’s ChatGPT offer a chatbot-like interface that creates a conversational experience instead of just presenting a list of websites with meta descriptions. At the same time, fewer and fewer searches actually bring traffic to websites, as around 60 percent of all searches are zero-click, which can be attributed to advancements like Google’s AI Overviews.
Meanwhile, visual search enables users to find information using images and videos, moving away from the traditional text-based approach. Mainstream adoption will take time. A recent consumer survey from EMarketer shows that only 10 percent of US adults use visual search frequently. Still, Google Lens already boasts nearly 20 billion visual searches every month, with online shoppers using it to find deals on items that caught their attention both online and offline, according to Google.
This shift means that incorporating visual elements is becoming essential for brand visibility, and embracing generative search engine optimization (GEO) brings a new set of rules that sometimes stray from conventional SEO practices.
More on MarketingAI Powered Search Is Changing the the Internet. How Should You Respond?
While data collection and analysis will remain the cornerstone of effective online marketing in the immediate future, the nature and quantity of that data will be radically different. To keep up with the visual search trends, SEO tool providers and marketing teams will have to become more efficient at extracting and processing image metadata, visual context, alt text, and even image compositions.
Additionally, early research indicates that generative search engines differ from traditional ones, especially in the types of content they favor. It seems that having an authoritative voice, credible references and thorough sourcing can really boost the chances of your content being included in AI-generated responses. This shift means that how we organize, source and present information — essentially the structural elements of content — are becoming more important than traditional SEO tactics like keyword density and placement.
Image data is much larger than text data. Firstly, text is essentially one-dimensional – a sequence of characters. Images are two-dimensional arrays, with each pixel containing multiple values, creating a multiplicative effect on size.
Furthermore, text is highly compressed information. A single word like “mountain” requires just a few bytes, but conveys a rich concept. An image of a mountain needs to store color and intensity values for thousands or millions of pixels. Given this reality, SEO tool developers will need a more advanced mechanism of data gathering and additional storage space.
The demand for data is also growing because the improvement of AI-powered search itself depends on data. To train and refine these engines, developers need to feed them data on search results that users find relevant and engaging. This creates a feedback loop where better data produces better search engines, which in turn generate more sophisticated user behaviors to be studied.
The transformation of search engines calls for new analytical tools that align with the modern ways people search for information online. Previous SEO tools were designed to identify web pages that ranked at the top of traditional search results. However, in the new era of internet search, things get a bit more complex. The new search engines don’t just rank and list links – they generate detailed answers on their own, sometimes citing sources within or beneath their responses.
Consequently, getting your site to rank higher now requires a different optimization approach. Developers of tools need to understand the sources that AI-driven search engines rely on to generate answers for user queries. This involves utilizing real-time data collection methods to track generative search engine choices and ranking of sources.
Additionally, new SEO and GEO tools should be capable of analyzing images and videos and offering practical insights on how to craft compelling visual content. Here are some of the capabilities they need to have:
The novelty of visual and generative search means that best practices are yet to be established. For this reason, marketers need to adopt an experimental mindset, systematically testing different strategies and measuring their effectiveness. This could include:
During this period of transition, organizations that succeed in establishing robust testing and data collection processes will find themselves at an advantage.
More on MarketingWhy You Need to Use SEO Outside of Google
The search engine revolution presents both challenges and opportunities for marketers in the online environment. Although the complete picture of this revolution is yet to unfold, it’s certain that the underlying concepts of data-informed decision-making still apply. The difference, however, is in what data is gathered, how it’s processed, and how the insights are put into action.
Integration of data from multiple sources is paramount in today’s digital marketing. It will only be more so in the imminent future. Successful campaigns will leverage data from multiple sources: traditional SERPs, visual search results and generative search citations.
Companies willing and able to invest in understanding the new search landscape, develop the necessary analytical skills, and create content optimized for both visual and generative search will position themselves for success in the digital marketplace. The methods may change, but the ultimate goal remains the same: aligning users with relevant, useful content that addresses their real needs and objectives.
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An Introduction To SEO Strategy For A Digital Presence – Search Engine Journal
/in website SEO, Website Traffic/by Team ZYTDownload your cheat sheet and checklist to start building content that works harder.
Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
Join us for a data-backed session where we break down how to detect, diagnose, and eliminate unnecessary branded ad spend.
Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
This template is your no-nonsense roadmap to a flexible, agile social media strategy.
Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
Master the art of SEO strategy for a strong digital presence. Learn how to optimize your website and improve search engine rankings.
This edited extract is from Digital and Social Media Marketing: A Results-Driven Approach edited by Aleksej Heinze, Gordon Fletcher, Ana Cruz, Alex Fenton ©2024 and is reproduced with permission from Routledge. The extract below was taken from the chapter Using Search Engine Optimisation to Build Trust co-authored with Aleksej Heinze, Senior Professor at KEDGE Business School, France.
The key challenge for SEO is that good rankings in SERPs are almost entirely based on each search engine’s private algorithm for identifying high-quality content and results, which is a long-term activity.
The initial formula of PageRank (Page et al. 1999) used by Google, which used links pointing to a page to rank its importance, has evolved significantly and is no longer publicly available.
All search engines regularly update their algorithms to identify high-quality, relevant content to a particular search query. Google implements around 500 – 600 changes to its algorithm each year (Gillespie 2019).
These are product updates, similar to Windows updates. Most of these changes are minor with little impact, but a few critical core updates each year will require careful review on the majority of websites since they can result in major SERP changes.
Search engines are using artificial intelligence to improve their technology to enable them to identify high-quality, relevant content and are constantly testing new ways to present users with relevant content.
The arrival of ChatGPT by Open AI in 2022 presents a rival type of offering that has shaken the foundations of the traditional search engine business model (Poola 2023).
In such a dynamic environment, it is important to keep up to date with algorithm changes.
This can be done by following the Google Search Status dashboard (Google) and SEO-related blog posts and monitoring, including the MOZ algorithm change calendar (Moz).
In essence, a search engine’s crawler, spider, robot or ‘bot’ discovers web page links, and then internally determines if there is value in analysing the links.
Then, the bot automatically retrieves the content behind each link (including more links). This process is called crawling.
Bots may then add the discovered pages to the search engines’s index to be retrieved when a user searches for something.
The ranking order in which the links appear in SERPs is calculated by the engine’s algorithm, which examines the relevance of the content to the query.
This relevance is determined by a combination of over 200 factors such as the visible text, keywords, the position and relationship of words, links, synonyms and semantic entities (Garg 2022).
When the user of a search engine types in a query, they are presented with a list of links to content that the engine calculates will satisfy the intent of the query – the list of results is the SERP.
Typically, the list of results that are shown in SERPs includes a mix of paid-for and organic results. Each link includes a short URL, title and description, as well as other options such as thumbnail images, videos and other related internal site links.
Search engines are constantly making changes to SERPs to improve the experience for those searching. For example, Bing includes Bing Chat, allowing responses to be offered by their AI bot.
Google introduced a knowledge graph or a summary answer box, found underneath the search box on the right of the organic search results.
The Bing Chat as well as Google knowledge graph provide a direct and relevant summary response to a query without the need for a further click to the source page (and retaining the user at the search engine).
This offering leads to so-called 0-click searches, which cannot be tracked in the data relating to a digital presence and are only seen in data that relates content visibility to SERPs.
Some Google SERP snippets can also appear as a knowledge graph (Figure 12.8) or a search snippet (Figure 12.9).
The volatility of the SERPs can be evidenced by the varying results produced by the same search in different locations.
The listing for the US market (Figure 12.10) and carousel for the European market (Figure 12.11) for “best DJs” shows that geolocation increasingly comes into play in the page ranking of SERPs.
Personalisation is also relevant. For example, when a user is logged into a Google product, their browser history influences the organic SERPs. SERPs change depending on what terms are used.
This means a pluralised term produces different SERPs to searches that use the singular term.
Tools, such as those offered by Semrush, include functionality to quickly identify this form of volatility and understand sectors that are being affected by changes.
Recent innovations by Google include the search generative experience (SGE) currently being tested in the US market. This is a different search experience that is more visual and uses artificial intelligence.
The 2015 introduction of RankBrain and other algorithms means that Google now better understands human language and context.
Industry publications, including Search Engine Roundtable and Search Engine Land, keep pace with this dynamic landscape.
Identification of the most relevant search terms is the starting point for developing a website map and themes for content.
The search terms will also define the focus for individual pages and blog posts. This approach has a focus on the technical/on-page, content, and off-page aspects of the website.
Any SEO activity begins with prior knowledge of the organisation, including its objectives and targets as well as the persona that has been defined.
The initial phase of optimising a website for Google search involves:
SEO plays a critical role in enhancing an organisation’s digital presence, and the dynamic nature of search engine algorithms provides a way to address the immediate pain touchpoints of a persona.
This focused around the imperative for organisations to offer content that not only resonates with a persona’s needs but also aligns with the evolving criteria of search engines like Google, Baidu or Bing.
This latter alignment is crucial given the stakeholder tendency to focus only on the first SERP. It is important to adhere to ethical SEO practices employing ‘White Hat SEO’ tactics that comply with search engine guidelines, as opposed to more manipulative techniques.
There is a need for continuous monitoring and reviewing of any SEO activities.
Frequently changing search engine algorithms, which now heavily incorporate AI and machine learning, means that a campaign’s parameters can change quickly. SEO is not a “set and forget” activity.
Staying informed and adapting to these changes is essential for maintaining and improving search engine rankings.
The environmental impact of digital activities should also be a consideration in SEO and wider marketing practices, optimising websites not only aligns with SEO best practices but also contributes to sustainability.
Search engines offer marketers one of the largest big data sets available to refine and target their content creation activities.
Historic search behaviours are good predictors of the future, and the use of these resources helps marketers to optimise and be better placed to offer value to their persona.
To read the book, SEJ readers have an exclusive 20% discount until the end of 2024 using the code DSMM24 at Routledge.
The book officially launches on October 7 2024 and you can attend the event with a chance to hear from some of the authors by registering through this link.
More resources:
Featured Image: Sutthiphong Chandaeng/Shutterstock
As an international SEO and digital strategist with over 20 years of experience, I’ve helped businesses thrive in English and …
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10 Law Firm Marketing Strategies to Make Your Law Firm Better – Mondaq
/in website SEO, Website Traffic/by Team ZYT10 Law Firm Marketing Strategies to Make Your Law Firm Better Mondaq
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22 SEO Experts Offer Their Predictions For 2025 – Search Engine Journal
/in website SEO, Website Traffic/by Team ZYTDownload your cheat sheet and checklist to start building content that works harder.
Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
Join us for a data-backed session where we break down how to detect, diagnose, and eliminate unnecessary branded ad spend.
Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
This template is your no-nonsense roadmap to a flexible, agile social media strategy.
Large AI Overviews on SERPs are affecting visibility and causing a dramatic decrease in traffic.
The best practicing SEO professionals tell us what they think are the best areas to focus on for SEO in 2025 and how to adapt as search is changing
This year continued with the same theme as the year before – a bombardment of updates and rapid developments in AI.
AI Overviews were introduced in May, which then saw a drop in organic traffic alongside major drops from Google updates.
It’s not been an easy year in SEO.
Whereas last year was considering how AI tools could be leveraged to augment our work, this year has been the acceptance that Google SERPs are changing and not delivering the same levels of organic traffic as before.
This introduction of AIO and the uncertainty of Google organic traffic has accelerated the move towards SEO becoming “marketing.”
Moving forward, SEO is now as much about branding and marketing as it is about what we used to know about SEO.
To make this transition, everything that you were doing in SEO needs to be reconsidered. The future of online marketing will involve being found in generative AI apps, AI-powered search engines, social media, forums, and communities.
The bottom line is that SEO is now marketing, and that could be challenging for anyone who holds on to a one-dimensional SEO mindset.
As is our tradition this time of year, we turned to some of the best minds in the industry to get their thoughts on where the industry is going and what might happen next.
We asked 22 of the best practicing SEO professionals: In your expert opinion, what should SEO pros focus on in 2025 to maintain visibility and get results?
Jono Alderson, Consultant at Jono Alderson
Make 2025 the year you actually optimize your website. Forget shiny new toys and focus on the fundamentals.
Fix your errors. Make it faster. Make it more accessible. Improve the UX. Correct the typos. Redirect the broken links. Clean up the mess.
And while you’re at it, trim the fat. Remove the zombie pages that nobody visits. Prune your bloated navigation. Consolidate duplicate content.
Fix those annoying forms that never seem to work. Make your images smaller. Stop auto-playing videos. Test your site on a cheap phone on bad Wi-Fi and see how frustrating it is. Then fix that, too.
SEO professionals are so busy chasing trends, tweaking metadata, and begging for backlinks that we’ve lost sight of what really matters: creating a website that works beautifully for users.
A faster, simpler, cleaner site isn’t just better for people – it’s better for search engines, too. Do the unglamorous work. Google notices, and so does the market.
Arnout Hellemans, Consultant at Online Market Think
Here are a few tips for SEO pros to focus on in 2025:
Stop focussing on keywords and shift to user intent. Look at SERPs into all the questions users have.
Check the People Also Ask (PAA) features and check if your article satisfies that intent on the page.
Focus more on the UX (usability, site speed).
If you want to get traffic from other AI discovery engines, check your website without JavaScript. You can use SSR or pre-render your webpages, so that other crawlers can consume your content too.
Ryan Jones, Senior Vice President at Razorfish
2025 will be the year when we finally treat SEO like full-funnel marketing.
SEO pros will have to move beyond just measuring clicks and start considering awareness and upper funnel metrics as users less frequently desire websites in favor of AI, instant answers, and other search features.
SEO pros will still be needed to help influence these features and ensure brands show up, but we’ll have to focus on user intents – the queries where users want to do or accomplish something – over high search volumes.
Mark Williams-Cook, Digital Marketing Director at Candour
Over the past 20 years, we’ve consistently seen Google take steps to keep users on their SERP, as it’s more profitable for them.
In its Q3 announcement, it revealed a 90% reduction in the cost of generating AIOs, signaling even more aggressive deployment of these and AI-organized results in ecommerce.
This likely means a decline in traffic to “solved” knowledge and informational spaces – though that’s not necessarily a bad thing for the web (how many lasagna recipes does humanity really need?).
On the other hand, we can expect increased traffic from sources like Google Discover and Lens, particularly for non-text content such as video.
I believe those who rely solely on GenAI to generate content directly from LLMs will struggle.
However, those leveraging LLMs to enhance original material – such as generating transcriptions from video—are positioned to benefit, as this top-down approach now feels even more strategically aligned with current trends.
In 2025, I am going to be encouraging clients to start with video-first content and work backwards, with a special focus on Discover and Lens search, which has now been integrated.
Miriam Ellis, Consultant at Miriam Ellis Consulting
A trend to pay particular interest to in 2025 is the diversity of digital platforms to which your potential customers may be going for local business information and recommendations.
2024 has seen many developments that may not be increasing searcher satisfaction, such as the rise of AI Overviews, which can’t be relied on for factual information, and a growing sense that Google search has become less skilled at intent matching.
I’ve fielded sentiment from a range of users encompassing some of the best SEO pros in the world to everyday searchers stating that it’s simply harder than it used to be for them to find what they’re looking for in Google.
While all the traditional SEO and local SEO skills and work remain relevant, diversifying your picture of where your community might be spending time online will be smart work for the year ahead.
In the U.S., we’ve reached a state in which half our counties no longer have access to local news, so people looking for trustworthy, authentic communications about their community will have to look elsewhere. This could include the big social media platforms like Facebook, Instagram, and TikTok, but don’t stop there.
I recommend taking a very good look at Discord to see if it has become a community hub, or if you could turn it into one to increase your neighbors’ awareness of your brand taking an active role in your town or city. YouTube, Reddit, and hyperlocal podcasts are also very strong candidates for contributing to community life.
In summary, while normal SERP visibility will still be essential to your marketing strategy, be sure you’re studying consumers’ shifting behaviors so you can learn to be present wherever they feel information can be trusted.
Motoko Hunt, Founder & President at International SEO & SEM Consulting
Many SEO pros have been focusing so much on content generation in recent years, especially in 2024 with the help of AI.
It’s time to better organize generated content based on the target audience’s intent and business goals.
By organizing and structuring the content hierarchy, you can touch searchers at each stage of their journey and influence their decision-making.
You should also update the content as needed. You want your content to stand out in the sea of similar content out there. Make sure that your content adds value.
With this, the content will not just generate traffic but will contribute to the business growth.
John Shehata, CEO & Founder at NewzDash and Former Global VP of Audience Strategy at Conde Nast
I believe these key areas will be crucial for SEO success in 2025:
Google’s emphasis on experience, expertise, authoritativeness, and trustworthiness will be even more critical.
SEO pros need to build Author Authority by showcasing expert credentials and first-hand experience, and digital and social footprint, especially in niches like health and finance (think doctor bios with links to publications).
Strong Domain Authority still relies on high-quality backlinks, but focus on those that drive traffic.
For Document Authority, create in-depth, entity-focused content that satisfies user intent better than competitors. Think comprehensive guides with clear attribution and original research.
AI is transforming search. Optimize for AI-generated answers by structuring content around topics and entities.
For example, instead of just targeting “best running shoes,” create content around “best running shoes for trail running” and “best running shoes for flat feet.”
Use AI tools to scale – not to write – content creation, but maintain a human touch for quality and originality. Think of AI as a research assistant and editor, not a replacement for your own expertise.
Expect fewer Google clicks with all the new SERP updates, and don’t put all your eggs in the Google basket.
Explore alternative traffic sources like Threads, Reddit, newsletters, and even push notifications.
A diversified approach makes you less vulnerable to algorithm updates and opens up new audience streams.
Stay informed about algorithm updates and adjust your strategies accordingly. Pay close attention to user behavior on your website to identify areas for improvement.
Tools like heatmaps and scroll maps can provide valuable insights.
Kevin Indig, Growth Advisor and publisher of The Growth Memo
In my opinion, the big question is, “What is the story of your brand in an LLM world?”
Track sales/revenue/leads from LLM referral traffic like ChatGPT, Perplexity, Gemini, etc. See if this could become meaningful when extrapolating the trend from the last six months out over the next two years.
If so, you want to invest in technical SEO to make crawling easier and create more structured content (like Q&A style content) to be more present in LLMs.
Jes Scholz, Marketing Consultant at JesScholz Consulting
The Bing index powers ChatGPT (and thus will be integrated into Siri), as well as Microsoft Copilot and many answers of Meta AI.
It’s also leveraged by smaller search engines, including Yahoo, DuckDuckGo, and Ecosia.
While other players, like Perplexity, aim to build their own index, it’s clear that index licensing will become increasingly important as the search landscape diversifies.
This means SEO marketers need to expand their focus beyond Google from an indexing perspective.
Now is the time to revisit Bing Webmaster Tools. Conduct a content audit using XML sitemaps for each page type to compare indexing rates on Bing versus Google.
If either search engine is missing valuable content, prioritize crawling and indexing optimization.
Because no matter the surface – whether it’s in traditional SERPs, AI-powered SERPs, chatbots, Google Discover, Google Shopping, or elsewhere – if your content isn’t indexed, you have no chance to earn visibility.
Glen Allsopp, Fonder at Gaps.com
One recommendation I have for 2025 is to actively study as many of the main search results you’re trying to rank in, see what Google is rewarding, and look to get involved in those sources.
Bear with me – it gets better.
Besides traditional service or shopping pages, there’s a good chance you’ll also see:
While a simplified goal of SEO is to get more targeted search traffic to your own website, you shouldn’t ignore the possibility of getting more exposure via creating videos, being involved in relevant Reddit communities, and so on.
One of the most effective things I’ve done is build relationships with other well-ranking sites in relevant industries. Even better if you’re in the same space but don’t compete on the end product you’re selling.
You would be surprised how open people are to also cover your product, service, or content when they get to connect with a human who actually cares about what they’re working on.
It’s far from the most important or only thing you should be doing, of course, but it’s always good to expand your marketing horizons.
Andrea Volpini, CEO and Co-Founder of Wordlift
SEO professionals and marketers should optimize for both human and AI audiences, particularly large language models (LLMs).
LLMs excel at processing structured, concise text but often struggle with complex, visually rich websites.
Providing clear, organized, and dense content – such as markdown files or LLM-specific resources like /llms.txt – helps LLMs better understand and represent your brand to users.
Structured data remains essential for search visibility and enhancing AI-driven customer experiences. It enables training models, improving content suggestions, and supporting advanced features like conversational search.
Understanding how LLMs function is equally critical. These models can be interpreted through monosemanticity – the ability to extract precise, entity-like features from their deep neural networks.
SEO pros should focus on creating clear, entity-rich content and evaluating how these entities align with openly distributed models.
Building and enriching Knowledge Graphs with well-defined entities is key. This approach ensures LLMs can effectively contextualize your content, unlocking new optimization opportunities and improving both AI and human experiences.
Mordy Oberstein, Founder of Unify Brand Marketing
Let’s define “maximum visibility” for a second. Do we mean as many eyeballs as possible as quickly as possible? If so, I have no tips for you.
On the other hand, if we mean being visible as much as possible in as meaningful a way as possible, then I have one tip for you: Sit and sync with comms.
Be aligned with and on board with your company’s or client’s comms or brand department. Understand where they want to go. Understand how they see the company’s identity, positioning, and the messaging they want to send.
Be a part of that process. Help them align and amplify that positioning and messaging. Help the brand become what it aims to be.
We’re entering a digital winter. There is so much volatility and so much dysfunction (hello, search and social algorithms).
Most of all, there is so much noise. It’s much harder for your audience to tune it all out and to allow themselves to be impacted by what you’re putting out there.
That’s a huge hurdle to overcome. We’ve become inundated and numbed to all of the digital content thrown at us. And we’re only getting more inundated and more numb.
There’s a huge need for resonance. Your content needs to be crafted in a way that can cut through all the noise and resonate.
There’s not a whole lot of point in grabbing as much traffic as possible if it’s not going to be “seen” by the audience.
That old model of garnering as much visibility as possible is outdated. It’s better to be purposeful more than anything. And to do that, SEO pros can no longer afford to be siloed.
Sitting with whoever is running the overall communications strategy is an absolute must. It leads to a healthier approach and better outcomes. It’s what will drive visibility that actually matters.
Ameet Khabra, Founder at Hop Skip Media
Fully embrace artificial intelligence (AI) and machine learning (ML) in every part of marketing.
This is about so much more than automating PPC campaigns, though that’s a huge part, especially since Google is retiring manual bid controls like eCPC.
The marketers who will succeed are the ones who can make the most of AI and automation while keeping that human touch to connect with customers.
Build strong first-party (1P) data sets, as third-party (3P) cookies will continue to fade away, and privacy rules will get stricter.
This is all about the information you gather directly from your customers – their website habits, how they interact with your brand, and what they’ve bought.
Those who invest heavily in tools and strategies to collect 1P data will be able to deliver compelling experiences at every point of the buyer’s journey.
You must also incorporate that data into creating experiences that catch your customer’s attention.
Create immersive, interactive experiences that capture attention and spark emotion, and look beyond the screen to voice interfaces, wearables, and wherever your customers engage.
It’s the brands that can create these amazing, human-centred experiences that are going to be the real differentiators.
Finally, create some organizational agility. This is not news, but things are moving fast for us in this industry, and we need to create a culture where ongoing learning and testing are part of the rhythm.
The fundamental rules of marketing remain constant. It is all about knowing who your customers are, creating resonant messages, and delivering value in every interaction.
Montserrat Cano, Consultant at MC. International SEO & Digital Strategy
In 2025, understanding your audience and market is key to building brand authority, increasing visibility and driving online leads or sales.
Users and search engines prioritize trusted brands, so consistent branding and high-quality content are essential.
This is especially important in international markets, due to the unique cultural nuances and search behaviours.
Combine this with a solid website that focuses on user experience and accessibility for long-term growth.
Jo Turnbull, Digital Marketing Consultant at Turn Global, Organizer of Search London, and Co-host of SEO Office-Hours
SEO professionals should focus on being part of communities, supporting them or creating ones where there is a gap in the market.
This is particularly important for small brands who do not have a lot of budget to make significant changes to their website.
Communities can have a big impact on visibility, helping to build brands and subsequently conversions.
Through communities, SEO pros can connect with and support one another in initiatives such as mentorship, writing for key sites, as well as attending virtual and/or in-person events.
Navah Hopkins, Brand Evangelist for Optymzr
Looking ahead to 2025 and beyond, it’s all about understanding how users consume information.
By focusing on non-login forums (Reddit, Quora, etc), and getting indexed on Bing for ChatGPT visibility, brands can bypass expensive and time intensive conventional Google SEO.
Forums often rank better on SERPs and offer a more authentic, human touch compared to traditional websites.
If you plan to promote yourself, make sure you’re honest about it – building an infrastructure for your customers and brand influencers to share on your behalf can serve better.
Tory Gray, CEO at Gray Dot Company
There’s a fundamental shortcoming to traditional SEO keyword research that we maybe don’t talk about enough: It’s a lagging indicator.
So, when it comes to identifying new trends, topics, or questions for content, relying on traditional keyword research makes SEO professionals and content strategists late to the game.
That’s especially important for smaller, less authoritative domains. In established industries and verticals, many existing topics are dominated by high-authority competitors.
Gaining a foothold in new trends and topics before larger competitors is one of the few, strong tactics that can help close the gap.
Today, trends and topics take off on platforms like TikTok and Reddit before they make their way to search engines like Google.
In 2025, looking outside of traditional search data – and incorporating platforms where “newness” happens – is how we can tap into leading indicators that let us know which new and useful information our audience really wants.
Alli Berry, Search Engine Optimization Consultant at Alli Berry Consulting, LLC
Less is more when it comes to your content strategy.
Google has been busy continuing to punish lower-quality pages, so it’s time to cut the robotic-like programmatic and low-quality AI-generated pages that may have given you some short-term gains.
I know everyone says they’d never do that, but the internet suggests otherwise.
I would also be cutting low-performing pages and thin pages because they may be harming the overall quality of your site from a search engine lens.
Finding truly unique angles for new content will reward you, especially if you can incorporate proprietary or 1st party research.
The Google documents leaked suggest that high-quality news links and links from new pages count for more, so anything you can do to drive new external links should reward you.
Also, if you’ve got all of your eggs in the affiliate revenue model basket, it’s time to diversify your business model. Google is coming hard for affiliate sites.
Olga Zarr, SEO Consultant at SEOSLY
SEO professionals should broaden their focus beyond just Google to include Bing and LLMs, as visibility across all these platforms will likely become increasingly critical.
Mentions in LLMs will emerge as a key aspect of SEO, extending the discipline beyond traditional search engines.
Good rankings in Google will still matter, especially since they will influence mentions in AI Overviews. However, the dynamics shift when considering the leading LLM player, ChatGPT, which relies on Bing for search results in both ChatGPT and GPT-powered search.
This means that strong rankings in Bing will become significantly more valuable. SEO pros must familiarize themselves with Bing’s ranking criteria and closely study its documentation, as its algorithm and priorities differ from Google’s.
For other LLMs – regardless of their data sources – SEO marketers should ensure that the brand they aim to promote is consistently and clearly positioned online.
It’s crucial to communicate what the brand represents and offers, so it becomes a reliable source for LLMs to cite. Cohesive and authoritative branding will play a big role in improving visibility.
Jamie Indigo, Director of Technical SEO at Cox Automotive Inc.
Visibility in 2025 is all about understanding the context in which your site exists. More content will be created this year than 2010-2018 combined.
In the face of a rapidly expanding internet full of regurgitated AI, Google’s goal of crawling less makes sense. If your site is made of the same content as all the others using that particular AI tool, why bother?
AI-generated content is statistically probable rather than factually accurate. It may lack the depth, nuance, and originality that users seek.
Google’s emphasis on crawling less underscores the need for unique, high-quality content that provides genuine value to users.
This is why your website’s unique context is so important. Smaller sites should have different focuses than large sites.
If your site is greater than 100,000 pages … does it need to be? How much of that content do users actually engage with? This is your time to be intentional about the index.
If it doesn’t solve a real human problem, cut the cruft. Do more with less by swapping the fluff for trustworthy information.
This includes all the bells and whistles on your site to make it as shiny as possible. A feature no one uses is waste. Great content with a bad user experience is still bad content. Even great content is useless if it isn’t relevant to why the user came to the page.
SEO professionals should prioritize trustworthy experiences that fulfill user intent. If you’re answering questions and helping get things done, you’ll see growth.
Michael Bonfils, Global Managing Director at SEM International
As you already know, SEO professionals who figure out how to combine data, creativity, and AI-driven innovation will be the ones who win.
An opportunity for SEO pros in 2025 will be learning how to “program personas” effectively.
This means taking tools like ChatGPT and other LLMs and feeding them the right inputs – like your target audience’s behaviors, their pain points, and the brand tone – to create AI-driven personas that are specific, strategic, and actionable.
Think of these personas as virtual assistants who can brainstorm and refine ideas with you tailored to your exact needs.
For example, you could program an AI persona to act like a Gen Z skateboarder or a busy CFO and have it generate ideas or strategies that would appeal directly to that group.
This goes beyond traditional keyword research; it’s about having AI provide insights you might not have considered, delivering fresh, relevant angles.
Pedro Dias, Founder and SEO Consultant at Visively
SEO professionals should step back and try to understand how their strategies impact the new rules of the game we’re currently playing in search.
There’s a lot of noise around promises of easy traffic at scale that are more designed to catch off-guard anyone not fully aware of what they should be doing, and make money from the less savvy.
That said, the important pillars of SEO remain:
Ensuring a site is crawlable and indexable by search engines is foundational – log file analysis, optimizing crawl paths, and resolving technical barriers (e.g., redirects, canonicalization, and URL structures).
Leveraging tools like Google BigQuery to analyze search and performance data — making SEO decisions based on solid data, such as understanding user behavior, identifying patterns in search intent, or assessing technical performance.
Building scalable systems and processes that support SEO growth — preventative measures, automation, and frameworks (“Improvements, Prevention, Recovery” models) for a proactive approach over reactive fixes.
Integrating SEO into product and development workflows, highlighting the importance of SEO as a core component rather than a marketing afterthought.
Ensuring SEO efforts align with delivering value to users, as user satisfaction often drives ranking improvements.
I believe it’s more important than ever that businesses seriously invest in having a strong internal SEO product-oriented team.
This will be a game changer for the future as this will increasingly be a factor to differentiate sustained growth better catered when you have a deep knowledge of your product and vertical of operation, rather than the sole reliance on intermittent external collaborators.
In a continuation from last year, SEO is changing more rapidly than at any other time in the history of the industry.
As we said at the beginning, SEO pros need to change their mindset away from the old way to a new holistic approach that seeks to find visibility where your audience is – most likely across Google SERPs, Bing SERPs, ChatGPT Search, Perplexity, Gemini, TikTok, YouTube – all in varying degrees.
Most of the experts agree that focusing on brand and producing quality content that demonstrates expertise is an area of focus.
We also think that removing reliance on Google for organic traffic would be a smart investment to make right now.
More Resources:
Featured Image: Paulo Bobita/Search Engine Journal
Shelley Walsh is the Content & SEO Strategist at SEJ & produces IMHO, a show where experts offer their opinions …
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Copyright © 2025 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.
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LLM SEO: Strategies for 2025 Search Success – Push Group
/in website SEO, Website Traffic/by Team ZYTSearch is changing fast, and keeping up matters more than ever. Tools like ChatGPT and Gemini are reshaping how people find information online.
While ChatGPT leads the pack, other AI models like Gemini are quickly gaining ground. These systems are already starting to influence what shows up in search results — and that influence is only going to grow.
Try this:
Do a google search which has more than 4 words.
Does it show an AI overview? Yes, then carry on. No then do another search.
Does the AI overview answer your query fully?
Yes, this then creates a ‘zero click’ scenario, where you don’t have the learn more
No, this leads you to clicking on the citation (found on the right hand side of the AI overview panel)
With the emergence of AI usage, its now more important to create content that targets LLMs, in the aim of acquiring users who click to your site to read more.
Search is constantly evolving and will not change overnight nor will it dutifully comply with a Silicon Valley Strategy. What is happening however is a shift in the LLM era and that means SEO strategies need to shift to remain effective.
Here are a few key facts:
[source: SEJ]
Before diving into tactics, it helps to understand what’s changed. AI tools like ChatGPT, Gemini, and others now play a key role in how search engines decide what to show.
They focus less on exact keyword matches and more on meaning — what the user actually wants, the context around the query, and the quality of the information.
To show up in these results, your SEO approach needs to reflect this change.
LLMs have revolutionised how search engines understand and rank content. To stay competitive, focus on:
Interconnected content is more likely to be recognised as authoritative by LLMs. Here's how to implement this strategy:
Structured data helps LLMs and search engines better understand your content. To implement:
LLMs favour original, data-driven content. To stand out:
Optimise for meaning and context rather than just keywords:
Key schemas to include (can vary by page type):
Leverage AI tools to streamline SEO tasks:
As voice search continues to grow, optimise for spoken queries:
Understanding the impact of your SEO efforts in an LLM-driven search landscape requires new metrics and approaches:
Remember, success in this new era of SEO isn't instantaneous. Content can take up to twelve months to gain traction, depending on the competitiveness of your target keywords. Stay patient and consistent in your efforts, continually refining your strategies based on performance data and evolving LLM capabilities.
The rise of LLMs in search engines has ushered in a new age of SEO, where context, relevance, and user intent reign supreme. By adopting these strategies and tactics, you'll be well-positioned to conquer search results in 2025 and beyond. Remember, the key is to create valuable, user-focused content that aligns with how LLMs understand and process information.
Keep experimenting, stay updated with the latest developments in AI and search technology, and always prioritise your users' needs. The future of SEO is dynamic and exciting, offering endless opportunities for those who are willing to adapt and innovate. Happy optimising!
2025 Push Group Company Reg: 06237443
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The shift to semantic SEO: What vectors mean for your strategy – Search Engine Land
/in website SEO, Website Traffic/by Team ZYTThe shift to semantic SEO: What vectors mean for your strategy Search Engine Land
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The Ultimate Guide to Choosing the Best SEO companies in Connecticut – nerdbot
/in website SEO, Website Traffic/by Team ZYTThe Ultimate Guide to Choosing the Best SEO companies in Connecticut nerdbot
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AI-Powered Cybersecurity Content Strategy: Dominating B2B Search Rankings in 2025 – Security Boulevard
/in website SEO, Website Traffic/by Team ZYTThe Home of the Security Bloggers Network
Home » Security Bloggers Network » AI-Powered Cybersecurity Content Strategy: Dominating B2B Search Rankings in 2025
The search landscape is undergoing a profound transformation driven by artificial intelligence. This detailed research article explores how AI is reshaping search engines and SEO practices, and provides actionable recommendations for adapting to this evolving environment. The strategy covers the current state of AI in search, emerging trends, challenges, and opportunities for content creators and marketers.
Search engines have evolved dramatically over the past three decades. Understanding this evolution helps contextualize the current AI revolution in search:
Early Search (1990s): The first search engines relied on simple keyword matching. They would find pages containing the exact words in your query, often prioritizing keyword density (how many times the word appeared). Context and meaning were largely ignored.
Keyword-Based Search (2000s-2010s): Search engines became more sophisticated, analyzing keyword relationships, considering site authority through backlinks (PageRank), and incorporating user signals like click-through rates. However, they still struggled with understanding the meaning behind queries.
Intent-Based Search (Current): Today's AI-powered search engines use natural language processing to understand the intent behind search queries. Google's BERT update in 2019 marked a significant milestone in this evolution, enabling the search engine to understand context by looking at the words before and after each term in a search query. More advanced models like MUM (Multitask Unified Model) can now understand information across different formats (text, images, video) and languages simultaneously.
Example: A user searches for "zero trust network implementation"
The integration of generative AI models into search engines represents perhaps the most significant transformation in search history:
Traditional Search Results: Provide links to relevant websites, with featured snippets offering brief answers extracted from those sites.
AI-Generated Search Results: Systems like Google's Search Generative Experience (SGE) and Microsoft's integration of ChatGPT into Bing now generate comprehensive answers directly in the search results. These answers synthesize information from multiple sources, presenting users with a complete picture without requiring them to visit individual websites.
Example: "How to respond to a ransomware attack"
Traditional Search Response:
AI-Generated Search Response:
This shift toward generative search responses has significant implications for website traffic patterns, as users may get complete answers without ever leaving the search results page.
Modern AI systems can process and understand multiple types of data simultaneously:
Visual Search: Users can search using images instead of text. In cybersecurity, this enables security analysts to upload screenshots of suspicious activity or error messages and find relevant threat intelligence or remediation guidance. For example, CrowdStrike has implemented visual search capabilities that allow security teams to upload malware visualizations and identify similar attack signatures.
Voice Search: Natural language processing has made voice search increasingly accurate and useful. Security operations centers (SOCs) are beginning to implement voice-activated security dashboards that allow analysts to query threat intelligence databases and incident reports hands-free during active investigations.
Video Content Understanding: Search engines can now index and search videos based on their actual content, not just titles and descriptions. This allows security professionals to search through recorded conference presentations, webinars, and training videos to find specific discussions of vulnerabilities, attack vectors, or defense techniques. For instance, Palo Alto Networks has implemented advanced video indexing for their library of security training content.
Image Generation and Recognition: Tools like DALL-E and Midjourney have created new visual content opportunities and improved how search engines understand images.
For content creators, this multimodal capability means thinking beyond text to create rich media experiences that can be discovered through various search methods.
The evolution of search engines requires a parallel evolution in SEO practices:
Example Transformation:
Old Approach: A cybersecurity SaaS company would create an article about "best endpoint protection platforms" optimized by including the exact phrase at a specific density, focusing on getting backlinks from any tech blogs possible, and creating nearly identical articles for variations like "top endpoint protection software" and "best endpoint security solutions."
New Approach: The same company now creates a comprehensive resource hub for endpoint protection that includes in-depth analysis of different protection approaches for various organization sizes and industry-specific compliance requirements, real-world case studies from their CISO clients, technical deep-dives from their threat research team, interactive comparison tools, ROI calculators, and implementation roadmaps validated by third-party security researchers.
This shift means that content creators must focus less on optimizing for specific algorithms and more on creating genuinely valuable, comprehensive content that demonstrates expertise and meets user needs.
Google's Quality Rater Guidelines emphasize E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) as key factors in assessing content quality. AI systems are increasingly able to evaluate these attributes when ranking cybersecurity content. Let me explain how leading B2B cybersecurity companies demonstrate each of these elements effectively:
Experience: Content demonstrating first-hand experience with security challenges and implementations carries substantial weight with both users and search algorithms.
For example, Mandiant's incident response blog posts written by their frontline consultants who have directly handled major breaches provide insights that purely theoretical security content cannot match. When CrowdStrike shares case studies detailing how they responded to the SolarWinds attack, including specific technical indicators and remediation steps, this experiential content significantly outperforms generic security advice. Search engines recognize this authentic experience-based content through signals like detailed technical processes, specific timestamps and event sequences, and unique observations not found in aggregated content.
Expertise: Cybersecurity content must demonstrate deep technical knowledge and understanding of complex security disciplines.
For instance, Palo Alto Networks publishes detailed technical analyses of novel attack techniques with reverse-engineered malware code samples, memory forensics explanations, and custom detection rules. Their Unit 42 threat intelligence team's documentation of APT techniques includes packet-level analysis and indicators of compromise. This expertise is recognized by AI systems through signals like technical precision, consistent security terminology usage, appropriate technical depth based on the audience, and clear explanations of complex cybersecurity concepts without oversimplification.
Authoritativeness: Content from recognized authorities in cybersecurity receives preferential treatment in search results.
Tenable's vulnerability research team publishes detailed CVE analyses that get cited across the security ecosystem because of their established reputation in vulnerability management. Similarly, content from Microsoft's Security Response Center carries significant weight when discussing Windows vulnerabilities because they are the authoritative source. Search algorithms recognize authority through industry citations, backlinks from other respected security sources, references in academic and technical literature, and formal industry credentials like SANS Institute affiliations or NIST framework contributions.
Trustworthiness: Cybersecurity content must be supremely accurate, transparent, and reliable given the critical nature of security information.
When Fortinet publishes threat intelligence, they include clear methodology explanations, specify data collection timeframes, acknowledge limitations in their analysis, maintain detailed version histories showing updates as new information emerges, and clearly differentiate between confirmed threats and potential indicators. Trustworthiness signals that search engines evaluate include technical accuracy verification, transparent data collection methodologies, clear differentiation between facts and opinions, proper attribution of security research, and regular content updates as security landscapes evolve.
In practice, these E-E-A-T principles have transformed how leading cybersecurity vendors approach content creation. For example, CyberArk shifted their content strategy from marketing-led product descriptions to practitioner-led implementation guides, featuring their security engineers sharing actual privileged access management deployments with configuration screenshots, command-line examples, and performance benchmark data. This experience-driven content transformation resulted in a 210% increase in organic traffic to their technical content and substantially higher conversion rates from high-intent security searches.
Similarly, Okta has leveraged their authentication expertise by creating authoritative identity security documentation maintained directly by their engineering team rather than marketing staff. Their content now includes detailed technical specifications, API implementation examples, and security model explanations that serve both as product support and as highly-rankable authoritative content. This strategy has helped them dominate search visibility for identity-related security queries, with their technical content appearing in featured snippets for 73% of their target keywords.
For content strategy, this means prioritizing content created by genuine experts, incorporating first-hand experiences, and building authoritative positions in specific topic areas.
AI-generated summaries in search results have accelerated the trend toward "zero-click searches," where users get their answers directly from the search results page without visiting a website:
Challenges:
Opportunities:
Example: Query: "What is an API security key"
Before AI Summaries:
With AI Summaries:
Adaptation Strategy: Instead of just defining API security keys, Imperva created an interactive API security assessment tool that helps organizations evaluate their current API security posture and identify specific vulnerabilities. This provides significantly more value than the basic definition in search results, giving security professionals a compelling reason to click through. The tool generated over 2,000 qualified leads in its first quarter.
Content strategists need to adapt by optimizing for featured snippets while still creating compelling reasons for users to click through to their websites for more in-depth information.
AI tools can enhance various aspects of the content creation process:
Research Phase:
Creation Phase:
Refinement Phase:
Example AI-Human Collaboration:
These tools can significantly improve efficiency, allowing content teams to produce more high-quality content in less time. However, they should be seen as assistants rather than replacements for human creativity and expertise.
Search engines are actively working to identify and potentially penalize AI-generated content that lacks quality, originality, or value. Google's helpful content update specifically targets content that appears to be created primarily for search engines rather than users.
AI Content Quality Spectrum:
Low-Quality AI Content:
High-Quality AI-Assisted Content:
Example Transformation:
AI-Generated Draft (Low Quality): "Zero trust is a security model that doesn't trust any user or device by default. It requires verification for everyone trying to access resources on the network. Multi-factor authentication is an important part of zero trust. Many companies are adopting zero trust architecture to improve their security posture."
Human-Enhanced Version (High Quality): "As the CISO who led <company> transition to a zero trust architecture across our 35 global offices, I've witnessed how this security paradigm fundamentally transforms organizational resilience against modern threats. Zero trust operates on the principle of 'never trust, always verify,' but the implementation goes far beyond simple access controls. Our security team discovered that contextual authentication—which evaluates not just user identity but behavior patterns, device posture, and data sensitivity—reduced our security incidents by 78% in the first year. Our recent deployment across 3,000 endpoints revealed that continuous verification, when properly implemented with minimal UX friction, actually improved productivity metrics while enhancing security. The most successful zero trust implementations we've overseen for our Fortune 500 clients focus on microsegmentation and least-privilege access, not just perimeter control."
Effective use of AI in content creation requires:
The most successful content strategies will use AI as a tool to enhance human creativity rather than replace it.
The use of AI in content creation raises important ethical considerations:
Bias Awareness: AI models trained on internet data may perpetuate existing biases. Human editors should carefully review AI-generated content for potential biases in language, representation, or recommendations.
Attribution: Content that draws heavily from specific sources should provide proper attribution, even when AI assists in compilation or synthesis.
Transparency: Organizations should develop clear policies about AI usage in content creation, including appropriate disclosures.
Factual Accuracy: AI models can "hallucinate" or generate plausible-sounding but incorrect information. Rigorous fact-checking processes are essential.
Sample AI Usage Disclosure Policy:
These ethical considerations should be part of any comprehensive content strategy in the AI era.
AI-powered search engines excel at understanding relationships between concepts. This makes topic clusters an effective content organization strategy:
Topic Cluster Structure:
Example Topic Cluster: Zero Trust Security Model
Pillar Content: Comprehensive Guide to Zero Trust Security Implementation (5,000+ words)
Supporting Content Cluster:
CrowdStrike successfully implemented this topic cluster approach, creating comprehensive zero trust resources with their security research team as the authoritative voice. Their pillar content ranks for over 1,200 relevant keywords, and the cluster as a whole drives 35% of their organic lead generation.
Each supporting article links back to the pillar content and to other relevant cluster articles, creating a semantic network that signals authority on the topic to AI search systems.
This approach helps establish topical authority and provides the kind of comprehensive coverage that AI systems recognize as valuable.
Understanding and addressing different types of search intent is crucial in the AI era:
Intent Mapping Example: Cloud Security Posture Management
Palo Alto Networks successfully implemented this intent-based content approach, creating distinct content experiences for each stage of the buyer journey. This strategy increased their CSPM solution's organic traffic by 86% and improved lead quality scores by 42%.
Content strategies should include mapping content to these different intent types and creating specialized content for each stage of the customer journey.
Content that includes unique data, original research, or exclusive insights is particularly valuable in the AI era:
Example: Industry Report Mandiant's annual "M-Trends Cyber Security Report" has become a cornerstone of their content strategy. The report:
This cornerstone content consistently drives over 50,000 downloads annually and has become their highest-converting lead magnet, with a 23% conversion rate to sales conversations.
Other examples of high-value original content include:
This type of content is difficult for competitors to replicate and provides unique value that AI systems can recognize and highlight in search results.
Given the increasing importance of multimodal search, content strategies should incorporate various media types:
Multimodal Content Example: Vulnerability Management Guide
Traditional Approach: Text-based vulnerability management guide with a basic process diagram
Multimodal Approach by Rapid7:
This multimodal approach increased Rapid7's organic traffic to vulnerability management content by 215% and dramatically improved engagement metrics, with users spending an average of 12.3 minutes with the content versus 3.8 minutes for traditional approaches.
This approach ensures content can be discovered through various search methods and provides a richer user experience that AI systems will recognize as more comprehensive and valuable.
Structured data helps AI systems understand content more effectively:
Schema Markup Example: Recipe Content
Search Result Before Schema: Basic blue link with simple meta description
Search Result After Schema: Rich result showing star rating, cooking time, calorie count, and a photo of the cookies
Properly implemented structured data increases the chances of content appearing in rich results and being accurately interpreted by AI systems.
User experience signals are increasingly important for search performance:
Core Web Vitals Explained:
Example Impact: Darktrace's security platform documentation site reduced their LCP from 4.8s to 1.7s by implementing advanced code splitting, optimizing API documentation rendering, and implementing progressive loading of their interactive threat visualization components. These technical improvements increased their organic search visibility by 34% and, more importantly, reduced documentation bounce rates from 62% to 28%, significantly improving the customer experience for their technical audience.
These technical factors signal to search engines that a site provides a high-quality user experience, which influences rankings and visibility.
AI-powered search engines increasingly use knowledge graphs to understand entities and their relationships:
Entity Types and Implementation:
Real-World Example: When CrowdStrike launches a new threat detection module, they ensure it's recognized as an entity by:
This entity-focused approach has significantly improved CrowdStrike's visibility in specialized security searches, with their entity-optimized content appearing in 72% more featured snippets for security capability queries.
This approach helps search engines understand your brand as an entity and establish connections to relevant topics and concepts.
As search evolves, measurement approaches must adapt:
AI-Era Metrics Framework:
Example Application: Instead of simply tracking rankings for "cloud security posture management," SentinelOne created a comprehensive analytics dashboard that measures:
This advanced measurement approach allowed them to optimize their content strategy based on actual buyer journey patterns rather than simple keyword rankings, resulting in a 41% increase in trial signups from organic search.
Creating custom dashboards that track these more nuanced metrics can provide better insights into content performance.
Developing methods to assess content quality becomes increasingly important:
Content Quality Scoring System:
Implementation Example: Tenable implemented this quality assessment framework for their vulnerability and security content, finding that research articles scoring above 45 on their 60-point scale consistently outperformed lower-scoring content by 4.2x in terms of organic traffic, 3.8x in backlinks from security sites, and 6.1x in lead generation. Their highest-performing content combined deep technical expertise from their security researchers with original data from their vulnerability database and clear, actionable remediation guidance. They now use this framework to evaluate all technical content before publication and have implemented a quarterly review cycle for their most strategic content clusters.
These assessments help ensure content meets the quality standards that AI systems are designed to recognize.
Numerous AI-powered tools can assist with SEO analysis:
AI Tool Applications:
Integrating these tools into workflows can provide more sophisticated insights and improve efficiency.
Key Activities:
Practical Example: Content Audit Process
Key Activities:
Topic Cluster Development: For each priority topic, develop a comprehensive pillar page covering the broad topic in depth, then create 5-10 supporting pieces that explore related subtopics. Ensure all pieces are internally linked to establish semantic relationships.
Key Activities:
Case Study Example: Thales, a cybersecurity solutions provider, created their proprietary "Data Threat Report" based on analyzing 3 million security incidents across their global client base. They executed a comprehensive content strategy around this research:
This multi-format approach generated 470% more qualified leads than their previous single-format reports, achieved a 28% conversion rate from report downloads to sales conversations, and established Thales as a thought leader in data security. The content cluster continues to generate significant organic traffic 18 months after the initial publication.
Key Activities:
Optimization Framework: Establish a quarterly review cycle for all priority content clusters. Analyze performance metrics, user engagement data, and search visibility. Update content based on changing user needs, emerging subtopics, and evolving search features.
The impact of AI on search and SEO represents both a challenge and an opportunity for content creators and marketers. By focusing on creating genuinely valuable, authoritative content that serves user needs, organizations can adapt successfully to this evolving landscape.
Key Success Principles:
By following these principles and implementing the strategies outlined in this document, Enterprises can position themselves for success in the new era of AI-powered search. The key is to embrace the change, focus on delivering exceptional value to users, and leverage AI tools strategically while maintaining the human expertise and creativity that truly differentiate great content.
*** This is a Security Bloggers Network syndicated blog from Deepak Gupta | AI & Cybersecurity Innovation Leader | Founder's Journey from Code to Scale authored by Deepak Gupta – Tech Entrepreneur, Cybersecurity Author. Read the original post at: https://guptadeepak.com/ai-powered-cybersecurity-content-strategy-dominating-b2b-search-rankings-in-2025/
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Local SEO in 2025: banes, blessings, and predictions – Search Engine Land
/in website SEO, Website Traffic/by Team ZYTLocal SEO in 2025: banes, blessings, and predictions Search Engine Land
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Microsoft 365 Copilot’s Create App : The Future of Effortless Content Creation? – Geeky Gadgets
/in website SEO, Website Traffic/by Team ZYTGeeky Gadgets
The Latest Technology News
By Julian Horsey
What if creating professional-grade content was no longer a time-consuming, multi-tool process? Imagine generating polished videos, tailored visuals, and branded documents—all from a single platform, guided by the power of AI. With the launch of the Create app for Microsoft 365 Copilot, this vision becomes a reality. Seamlessly integrated into the Microsoft 365 ecosystem, this innovative tool enables users to produce a wide range of content with remarkable speed and precision. Whether you’re an individual creator or part of a collaborative team, the Create app promises to transform how you approach content creation, letting you focus on creativity while automating the repetitive.
John Moore explores how the Create app redefines efficiency and personalization in modern content workflows. From AI-driven image generation to platform-specific resizing, the app offers a suite of tools designed to meet diverse needs, all while maintaining brand consistency. You’ll discover how its intuitive interface, advanced customization features, and seamless export options make it accessible to both beginners and seasoned professionals. But beyond its features, the Create app raises an intriguing question: how far can AI take us in simplifying creative processes without compromising quality? Let’s explore the possibilities together.
TL;DR Key Takeaways :
Getting started with the Create app is simple and accessible. To use the app, you need a Microsoft 365 Copilot license and access to the Copilot web interface. The app is available online at m365.cloud.microsoft/create or office.com/create, allowing you to work from any device without the need for additional software installations. This web-based approach ensures that users across industries can access the app conveniently, whether they are working from a desktop, tablet, or smartphone. The flexibility of this platform makes it a practical solution for professionals on the go or teams collaborating remotely.
The Create app uses advanced AI to simplify complex tasks, allowing users to produce a wide variety of content types efficiently. Its core features include:
These features cater to a broad spectrum of users, from individual creators to enterprise teams, offering tools that adapt to various content needs. By automating repetitive tasks, the app allows users to focus on creativity and strategy.
Here are more guides from our previous articles and guides related to Microsoft 365 Copilot that you may find helpful.
The Create app places a strong emphasis on customization, allowing users to align their content with specific needs and brand identities. Key personalization features include:
These tools ensure that your content remains professional, visually cohesive, and aligned with your brand, regardless of the platform or purpose. This level of customization makes the app particularly valuable for businesses aiming to maintain a consistent brand image.
The Create app is designed with an intuitive interface that simplifies the content creation process, making it accessible to users of all skill levels. Key interface features include:
This intuitive design ensures that both beginners and experienced professionals can navigate the app with ease, allowing them to produce high-quality content efficiently.
The Create app simplifies the process of exporting and sharing your content, making sure it is ready for use across various platforms. Export options include:
These features make it easy to distribute your content while preserving its quality and making sure proper attribution. Whether you are sharing internally within a team or publishing externally, the app provides the tools to do so seamlessly.
To help users maximize the potential of the Create app, Microsoft offers a variety of learning resources and support options. These include:
These resources are designed to help users navigate the app’s features effectively, making sure they can optimize their workflow and achieve their content creation goals.
The Create app for Microsoft 365 Copilot offers a versatile and efficient solution for modern content creation. By combining AI-driven tools with seamless integration into the Microsoft 365 ecosystem, it enables users to generate high-quality content with minimal effort. From crafting custom visuals and videos to applying corporate branding and resizing for various platforms, the app provides a comprehensive suite of tools to meet diverse content needs. Its user-friendly interface, robust export options, and extensive learning resources make it an invaluable asset for both enterprises and individual creators. Whether you are a seasoned professional or new to content creation, the Create app equips you with the tools to produce impactful, professional-grade content efficiently.
Media Credit: John Moore
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