As we move deeper into 2025, Google is no longer the sun around which all digital marketing revolves. Traditional SEO strategies—once the cornerstone of customer acquisition—are facing diminished returns as user behaviours shift, new platforms rise, and AI-driven tools reshape how people discover and consume information.
If you’re a Head of Digital, CMO, or SEO Lead, this isn’t just a trend—it’s a wake-up call.
A Data-Driven Reality Check: Search Volumes Are Dropping
Google search is changing—and shrinking. While it still commands the largest share of global web traffic, total search volume has plateaued and, in some areas, is now in decline.
-
According to SparkToro and Similarweb, over 60% of Google searches result in zero clicks as of 2022, with the trend accelerating due to AI-generated answers (SGE) in search results.
“Less than half of Google searches now result in a click.” – SparkToro -
Google itself revealed that nearly 40% of young people now use TikTok or Instagram as their primary search tools instead of Google Maps or traditional web search.
“They don’t tend to type in keywords, they look to discover through immersive experiences.” – Prabhakar Raghavan, SVP, Google Search (via TechCrunch) -
Meanwhile, AI search tools like ChatGPT and Perplexity.ai are seeing mass adoption. As of early 2024, ChatGPT has over 100 million weekly active users, many of whom now use it as a default research tool.
AI is the New Front Door: Content Needs a New Purpose
The biggest disruptor? Large Language Models (LLMs). Whether through Google’s Search Generative Experience, OpenAI’s ChatGPT, or vertical tools like Perplexity, AI is intercepting traditional user journeys and providing summarised, on-demand answers.
This is changing how content is found and why it needs to be created.
LLMs don’t rely on traditional SEO signals. Instead, they prioritise:
-
Structured, factual information over keyword-optimised content
-
Entity-rich writing (e.g. names, dates, sources, references)
-
Clarity, credibility, and coherence that can be confidently cited
If your content isn’t deemed trustworthy or relevant enough to surface in AI-generated outputs, it may simply not be seen—regardless of your Google rankings.
How AI “Sees” Your Content
To appear in generative AI responses, your content must be:
-
Publicly accessible (non-paywalled, indexable)
-
Marked up with structured data (e.g. schema.org)
-
Cited by authoritative sources
-
Clear and unambiguous, to help AI interpret meaning
This fundamentally changes the content playbook. You’re no longer just trying to attract a click—you’re feeding a model that may summarise your insights and redirect traffic elsewhere.
Strategic Response: A Framework for 2025 and Beyond
To thrive in this new era, businesses must evolve from Google-dependency to a multi-surface content strategy. Here’s how:
1. Optimise for AI Discovery
-
Structure your content for LLMs (use schema, FAQs, citations)
-
Prioritise expertise, trustworthiness, and clarity
2. Double Down on Owned Channels
-
Build and nurture your email lists, CRM, and community
-
Use webinars, podcasts, and newsletters to bypass the algorithm altogether
3. Invest in Vertical and Social Search
-
Target discovery platforms like TikTok, LinkedIn, Reddit, and YouTube
-
Tailor strategies to intent: education vs entertainment vs evaluation
4. Revise KPIs
-
Move away from rank and CTR obsession
-
Track visibility in AI tools, brand mentions, and depth of engagement
5. Create Evergreen, Multi-Use Assets
-
Each piece of content should serve multiple roles: blog post → AI training data → social content → internal enablement
Old SEO vs New Discovery: Mindset Shift for Marketers
| Traditional SEO (Pre-2023) | AI-Era Content Strategy (2025+) |
|---|---|
| Keyword-first optimisation | Entity-first, semantically rich content |
| Focus on Google SERPs | Multi-surface visibility (AI, voice, social) |
| Measure rankings and clicks | Measure AI mentions, citations, brand sentiment |
| Optimise for backlinks | Optimise for trust signals and data clarity |
| Content = lead magnet | Content = LLM training signal and brand influencer |
Debunking the Google-Centric Myth
It’s time to move past the idea that ranking number one is the endgame. In 2025, people don’t just “search” — they explore, chat, swipe, and summarise. The journey is messy. Linear funnels are gone. So are single-channel strategies.
It’s not about being on page one anymore. It’s about being everywhere that matters.
Strategy Fit for an AI-First World
The decline in traditional Google search is not a death knell—it’s a strategic unlock. Companies that adapt early will earn greater trust, better brand visibility, and deeper engagement across modern discovery paths.
Want to know how ready your marketing strategy is for this shift?
