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How organic search and AI in Australia will continue to evolve in 2025

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How organic search and AI in Australia will continue to evolve in 2025

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How organic search and AI in Australia will continue to evolve in 2025

Marketing Mag contributor: Brodie Ranson Search and AI is a big deal. It has caused endless conversations between friends, colleagues, and probably your local barista. We know it’s changed the way we search and how we optimise websites for search engines, but what’s next? What will be the next AI evolution and how can Australian brands future-proof their organic presence?

As we look ahead to 2025, Australian businesses must gear up for another transformative year in the world of AI-powered search. With AI Overviews already redefining search experiences, the future of search promises more personalisation, efficiency and a continued focus on better-aligned user intent. Reload Media SEO lead Brodie Ranson is back to predict key trends for 2025.

AI Overviews will become a staple

Google’s AI Overviews aren’t going away. These concise AI-curated summaries will allow searchers to get answers without clicking through to websites – ultimately creating a more efficient searching experience.

Zero-click searches will surge

With more information provided in the SERPs, there will be an undeniable increase in the amount of zero-click searches as users won’t need to click on a ranked listing to find their answers.

Go long or go home

We predict users will shift their searching habits to reflect more long-tail queries such as “What are the best eco-friendly travel options in Australia for families?” This won’t be an overnight shift but it will be something we start to see over the coming year. Users will become more aware of the customised and fast answers they can get for very specific questions, so we will see search evolve in this way.

SEO is out, GEO is in

SEO has already evolved into a new modern approach, Generative Engine Optimisation (GEO), aimed at optimising specifically for AI engines. As we continue to understand more about the ranking factors for AI engines, we will see GEO become the new normal.

Forget keywords, what about voice search?

To continue creating a fast and reliable AI searching experience, we should expect to see further rollouts to AI engines allowing the integration of voice, image and even video inputs and prompts. And yes, you can expect voice search optimisation to follow.

To be one with AI, one must not AI

While AI will continue to be a prominent player in search results in 2025, Google will continue to favour content created by humans. Regardless of all the changes coming our way in 2025, there is one thing that will not change – Google’s mission to give users a search experience that is fast, accurate and reliable. To bring that mission to life, they will continue to favour content that actually aims to help a user. Essentially, to land the AI search spots, don’t lean too heavily on AI.

We can search with AI, but can we shop with AI?

AI search results will continue to expand across Google’s search engines, with Google Shopping being the next target. We’ll see AI-generated shopping results evolve to ensure users are experiencing a tailored online shopping experience.

AI and ads

AI isn’t just going to continue impacting organic search results. We will likely see the introduction of ads in AI Overviews in 2025 as Google attempts to monetise the investments it has made in AI search. We know Google is in the testing phase right now, so we should be prepared to see this land in Australia within the next year.

How should Australian brands prepare?

The real question is are you ready to adapt? This will be key for Australian brands to ensure they can thrive in a world of AI search. When future AI rollouts occur, it will be crucial to reassess existing search strategies, reprioritise and pivot your focuses to ensure you’re keeping up with the changing SERP landscape. And don’t forget to keep chatting to your friends and reading about AI updates in pieces like this. The ongoing conversation is what keeps us all informed and ready to evolve with the SERPs.

Read part three of Brodie’s series where she outlines tips for marketers to remain ahead of the game and deliver results for clients.

     
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