The latest SEO trends you need to know about

The rise of AI in increase zero-click searches

Have you noticed that you’re clicking fewer links when you search on Google these days? That’s the zero-click world in action. Globally, it’s estimated that about 65% of searches now end without a click to a site, and that figure is only rising.  

With AI overviews turning search into an answer engine (remember Ask Jeeves anyone?), search queries are more frequently addressed in an AI-generated summary at the top of Google.  

Whether it’s a quick definition, a recipe, flight information or even shopping links, you’re likely to receive information drawn from a variety of sources, such as news sites, blogs, YouTube videos and forums — all synthesised into a single topline summary. 

In other words, people are finding what they need without ever needing to visit your site. 

The rise of Reddit, ChatGPT and other platforms 

The rise of Reddit, ChatGPT and other AI-powered platforms means you shouldn’t just be planning for Google - but for multiple discovery platforms. Search has shifted, and along with it came the fading promise of position one. 

It’s now a multi-channel landscape for content creators, brands and marketers, and this means shaping your content for diverse platforms. Forums such as Reddit, Large Language Models (LLMs) like ChatGPT and social media platforms all demand their own approach — and brands must research where their content performs best. 

The goal isn’t just to rank. It’s to be cited and preferably linked. 

And with voice assistants like Alexa, Siri and Google Assistant, as well as ChatGPT’s voice mode, devices have become more conversational than ever. With the evolution of OpenAI’s GPT-5, Claude and Google’s Gemini, AI can now interpret what’s happening in a video, extract spoken information from audio and summarise insights meaning video-supported content is starting to outperform text alone. 

B2B SEO trends  

Much like communicating through LinkedIn, B2B SEO should take an account-based approach. Rather than purely targeting keywords in your sector, focus on attracting high-quality leads by referencing prospective clients and specific industry service areas. Use a problem-versus-solution structure that positions your brand as a trusted thought leader when audiences consider their challenges. 

Invest in long-form, expert-backed, data-driven content, such as whitepapers, structured Q&As, and trend reports – ensure they align with Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness and Trustworthiness). 

Content that shapes the narrative or highlights influential voices within the industry helps build trust and authority. Pieces-to-camera, like explainer videos and service walkthroughs, through to case studies and testimonials, will further build recognition and confidence in your brand. Conversational, client-focused content that directly answers pressing questions will continue to perform best in search. 

E-E-A-T content 

While Google once ranked pages based on relevance and backlinks, in today’s AI era, ranking alone isn’t the key to visibility. 

Content still needs to meet E-E-A-T standards but Answer Engine Optimisation (AEO) now demands a human-first and community-centric approach that encourages discovery through dynamic, natural-language queries. 

For example, instead of “Best bedding in 2025”, a user might ask “What are the most comfortable bedding options under £50 to help me sleep better?” 

LLMs don’t just list links — they back up reasoning. They prioritise content that’s structured, trusted and evidence-based - making it easier for AI models to reference or summarise accurately. 

Why are FAQs still important for SEO? 

LLMs act as answer engines which collect information from multiple sources, breaking it into short passages and scoring each for relevance, accuracy and usefulness. 

FAQs are perfect for this. Each FAQ answers a single question – defining key terms and including specific details such as numbers, dates or steps. Like ‘How-to’ content or structured product data (size, price, availability), FAQ schema helps search engines and LLMs understand your content with precision. 

This structured clarity builds trust, a vital ranking signal in modern search. Clear sourcing, updated information and visible author expertise reduce misinformation and make your content safer for AI systems to reference. 

Remember, LLMs don’t see your brand values, they read evidential content that is backed up with authority, data and often advice. 

Integrating AI into strategies  

AI isn’t replacing SEO, it’s redefining it. Here’s how to integrate AI effectively into your search strategy: 

1. Use AI for keyword and intent research 
   Tools like Ubersuggest and LLMRefs can analyse search patterns, understand intent behind queries, track citations and optimise SEO for AI platforms. They can also benchmark against competitors to help you create content that directly answers user needs.
2. Write concise, authoritative and structured content 
   Optimise for Answer Engine Optimisation (AEO) by adding structured data such as FAQs, How-to guides and videos that AI can easily extract and identify as trusted, digestible content. Focus on verifiable, data-backed insights that highlight author expertise and industry knowledge to build credibility.
3. Use AI to identify gaps in content and user experience 
   Audit your pages, analyse competitors and identify content and UX gaps. AI tools can track where users drop off in the funnel, reveal high-conversion paths and suggest improvements using predictive analytics — helping to deliver a more personalised and effective customer experience. 

B2C SEO trends  

Almost half of younger users now use social media as a search engine. They’re turning to TikTok and YouTube for product reviews, tutorials and recommendations - because they want real, authentic results that are visual, not just text-based ones. Product unboxings and in-use product testimonials are great way to catch and convince audiences, so influencer marketing and customer content can really support. 

As such, more consumers browse and buy on mobile. Load speeds, interaction delays and layout are all factors when it comes to fixing Core Web Vitals. It’s important to analyse and use consumer behaviour such as past purchases and browsing history to help personalise content for the user, for instance through upsell merchandising and ‘you might also like’ sections.   

Genuine, verified and recent user-generated reviews show real-world feedback. This helps to strengthen credibility in both Google’s and AI models’ trust assessments. For local retailers, they’re crucial for appearing in Google’s Local Pack and driving conversions. 

Digital PR and backlinks remain core to SEO for ecommerce brands in particular. Whether its media coverage, thought-leadership features or data-driven mentions, building direct ‘do follow’ backlinks help to not only build trust, but authority and domain strength too - all of which boost your visibility in both traditional and AI-powered search. 

Capture and convince optimised content 

In this new environment, content that performs well across visual, conversational and AI-driven platforms will dominate. Focus on short, engaging videos, social-first storytelling and community conversations that answer user needs quickly and authentically. 

The users website journey 

Once users arrive on your site, keep them there. Ensure your site experience aligns with intent and enables fast loading speeds with optimised images, a clear navigation, interactive product or service demos - preferably in video format - and immediate answers through FAQs or chatbots. The smoother and more human the experience, the stronger your SEO and conversion results will be. 

If you're seeing a decline across your metrics, then contact our SEO experts for a free audit.