SEO in 2025 feels like scaling a mountain that keeps getting steeper—and every time you think you’ve reached the top, another peak appears. The digital landscape is shifting faster than ever, and staying competitive requires more effort, more strategy, and more resources than it did just a few years ago. Let’s dig into the big challenges:
60% of Google searches end without a click.
Google’s search results pages (SERPs) are now jam-packed with information—featured snippets, AI-driven summaries, knowledge panels, and even interactive tools. This means users are finding answers without needing to visit a website. For businesses that rely on organic traffic, it’s a tough pill to swallow.
Rank 1 isn’t the golden ticket it used to be.
Even if you land that coveted top spot, your rewards might feel lackluster. The top organic result now averages a 27% click-through rate (CTR), while the second result gets just 8%. That’s a huge drop compared to the days when being number one practically guaranteed a flood of traffic.
“Above the fold” is disappearing.
SERPs are increasingly dominated by ads, shopping carousels, AI-driven answers, and other elements designed to keep users on Google itself. The space for organic results keeps shrinking, pushing even high-ranking pages further down the fold.
AI is eating top-of-funnel queries.
Google’s AI features are getting smarter—and more detailed. Users searching for broad or informational queries often get their answers right on the SERP, leaving no reason to click through. This shift makes it harder to pull in casual browsers and nurture them into leads.
Algorithm changes never let up.
Google’s pace of innovation is relentless. In the last five years, there have been 36 major algorithm updates, and countless smaller tweaks. Staying ahead of these changes requires constant vigilance, ongoing optimization, and a willingness to adapt quickly.
AI-generated content is flooding the internet.
Tools like ChatGPT have made it easy to churn out content at scale. While this means more opportunities for content creation, it also means the web is overflowing with mediocre articles, guides, and blogs. For genuinely valuable content to stand out, it has to rise above the noise—and that’s no small feat.
SEO costs are climbing.
Businesses are spending more than ever on SEO. Global spending rose from $47 billion in 2020 to nearly $80 billion in 2023. Yet even with bigger budgets, many marketers are struggling to achieve meaningful results as competition intensifies and ROI becomes harder to secure.
More companies than ever are running ads, pushing organic results down even further.
With more ad types offered than ever before, Google is making it easier for companies to run ads and giving more SERP real estate to sponsored results. There are regular sponsored results, product carousels, Google verified/guaranteed, and more. This makes it even harder for the user to see your website even if you rank #1 organically.
Each of these challenges makes SEO a tougher, more complex game. But don’t let this intimidate you—understanding the terrain is the first step to navigating it successfully. With a smarter, more holistic strategy, there’s still plenty of opportunity to make SEO work for you.
The changing role of AI in SERPs
AI is reshaping how search works, and it’s not all sunshine for organic traffic:
- AI summaries are stealing clicks.
Summaries that pull info from multiple sources now sit at the top of search results. It’s great for users but rough for businesses that depend on clicks. - User journeys are messier.
Tools like ChatGPT and Bard mean people can skip search engines altogether to get quick answers, product recs, and even how-tos. - SERPs are overstuffed.
Between “People Also Ask” boxes, video carousels, and AI-driven content, organic results are getting squeezed off the page. - Competition is off the charts.
With AI cranking out content left and right, standing out requires more than just checking SEO boxes—it takes exceptional quality.
SEO still matters—but needs a fresh approach
Here’s the thing: SEO isn’t dead; it’s evolving. And if you play it smart, it’s still worth the investment.
- SEO builds long-term trust.
A killer blog post or guide can keep bringing in traffic for months or even years—but you’ve got to stay patient. - Diversification is key.
Leaning only on Google? Big mistake in 2025. Spread your efforts across platforms to reduce your risk. - SEO fuels other channels.
Great content doesn’t just help with traffic; it boosts credibility. Use it for email campaigns, social media posts, and video scripts.
How to approach SEO in 2025
SEO is still important, but businesses should zoom out and evaluate their overall organic marketing strategy and reevaluate how SEO fits in with other components. Here’s how to rise above the competition:
Focus on quality over quantity
Mediocre content is everywhere, thanks to AI. What stands out now? Deep expertise, fresh insights, and engaging formats.
Branch out beyond Google
It’s no longer enough to rely only on creating helpful long-form content and building backlinks from other websites. The good news is that you can repurpose this content for other platforms and build out a multi-channel strategy! Focus also on:
- Social Media: TikTok and LinkedIn still offer solid organic reach.
- YouTube: Video content performs well in search and builds loyalty.
- Email Marketing: Regular newsletters keep your audience engaged and drive clicks to your website.
- Niche Communities: Facebook groups and forums like Reddit bring targeted traffic.
Adapt to AI-driven search behaviors
Make sure your content answers specific questions and gets noticed:
- Use schema markup to land in rich snippets.
- Align your content with conversational AI searches.
- Optimize for voice search (Siri, Alexa etc) by using conversational keywords and incorporating content with Q&A format.
Get serious about video
Short-form video is non-negotiable. Think Instagram Reels, TikTok, and YouTube Shorts.
Build your brand like it’s your job
A strong brand isn’t just memorable; it’s trust-building. Stand out with consistent messaging, authentic engagement, and top-notch content.
The hard truth: Traditional SEO alone won’t cut it anymore
The days of putting all your marketing eggs in the SEO basket are gone. Even the pros are feeling the squeeze with:
- Sky-high competition for organic traffic.
- Rapid algorithm changes that make staying on top exhausting (way more than ever before).
- Diminishing returns as costs keep climbing.
Final thoughts: Stop creating content just for Google
SEO is still part of the game—but it’s just one piece of the bigger puzzle now. Instead of chasing rankings, focus on:
- Building relationships through email.
- Engaging with your audience in the communities they already love.
- Crafting scroll-stopping short-form videos.
- Creating content that solves problems, makes people laugh or feel seen no matter where it’s discovered.
By switching up your mindset and diversifying your strategy, you’ll stay ahead of the curve in 2025 and beyond. My favorite SEO saying is “What’s good for the user is good for Google” and this still applies!
