
From Google’s ever-demanding focus on EEAT (Expertise, Authoritativeness, Trustworthiness) to the rise of generative search and zero-click searches, SEO professionals and businesses alike must adapt quickly to maintain their visibility.
Google’s algorithm updates are always a hot topic in the SEO community, but the introduction of EEAT (Expertise, Authoritativeness, and Trustworthiness) has been a game-changer. EEAT will become even more crucial as Google continues to prioritize high-quality content from reliable sources.
EEAT is Google’s way of evaluating the credibility and quality of web pages, especially those in sensitive industries such as healthcare, finance, and legal. If a page lack demonstrated expertise, authority, or trust, it will likely be ranked lower no matter how well-optimized the page is for keywords.
For example, medical articles written by certified doctors or financial advice provided by licensed advisors will be favored over generic content. This shift means businesses need to ensure that their content is created or reviewed by experts in the field to meet Google’s rising expectations.
According to a report by Backlinko, websites that score higher on EEAT tend to experience a 30-40% increase in traffic compared to those with low EEAT ratings. It’s clear that Google’s aim is to provide searchers with the best, most reliable information available, especially in high-risk categories.
To capitalize on EEAT, businesses should:
Zero-click searches have been steadily increasing, and by 2025, they’ll dominate the search landscape. A zero-click search is when a user’s query is answered directly on the search results page without needing to click through to a website. This includes features like featured snippets, knowledge panels, and local pack results.
According to a 2023 study by Statista, 50% of all searches now end without a click. As voice search, mobile search, and AI-powered tools grow in popularity, this percentage is only expected to rise.
While zero-click searches reduce traffic to individual websites, they also present an opportunity for businesses to gain visibility on Google’s SERP (Search Engine Results Page) without relying solely on organic search traffic.
Even though you might not get a direct click, appearing in these features can still enhance brand visibility. Here’s how to capitalize on zero-click searches:
Generative search, powered by artificial intelligence (AI) models like ChatGPT, is the next frontier in SEO. This new search format focuses on generating answers or content based on the user’s query, rather than just retrieving a list of relevant links. Essentially, AI models will create a more conversational and personalized search experience.
Google is already testing its AI-powered search system with products like BERT and MUM, and by 2025, generative search will be fully integrated into the search engine. This means that SEO strategies will need to evolve beyond traditional keyword-based optimization to account for AI-driven algorithms that prioritize context, intent, and user experience.
According to a 2024 survey by Search Engine Journal, 64% of SEO professionals believe that generative AI will significantly change how content is ranked and how users interact with search engines.
Here’s how you can stay ahead of the curve:
Google has emphasized page experience for years, and Core Web Vitals are central to this. By 2025, website performance (in terms of loading speed, interactivity, and visual stability) will be even more important for SEO success.
Core Web Vitals measure how users experience a web page in real-time. They consist of:
Google has made it clear that websites with poor Core Web Vitals will see lower rankings. In fact, websites that score poorly on these metrics are 25% more likely to lose traffic compared to those with excellent Core Web Vitals, according to data from Moz.
Improving these metrics is essential for maintaining high rankings:
As voice search continues to surge in popularity, especially with smart speakers and mobile devices, SEO strategies will need to account for the nuances of voice-based queries. Voice searches are typically more conversational, with a focus on long-tail keywords.
Mobile-first indexing means Google predominantly uses the mobile version of a website for ranking and indexing. A 2023 study by eMarketer found that 58% of users now use voice search for local queries, making voice search optimization essential for 2025. Additionally, mobile searches account for over 60% of global internet traffic.
SEO in 2025 is shaping up to be radically different. From the impact of EEAT to the growth of generative search, zero-click searches, and Core Web Vitals, businesses will need to stay agile and adapt their strategies to meet the ever-changing landscape. The key to success will be focusing on user intent, providing high-quality content, optimizing for new search formats, and ensuring excellent user experience across devices.
By keeping an eye on these trends, you'll not only improve your search rankings but also deliver a better, more engaging experience to your audience leading to greater visibility, more conversions, and ultimately, business growth.