Search engines—and the people using them—are constantly evolving and changing. AI advancements, shifts in search behavior, and a growing emphasis on user experience are fundamentally reshaping how websites rank on Google. To succeed in 2025 and beyond, it’s time to look past basic SEO strategies and embrace a deeper understanding of search intent, plain language, and how AI influences the search engine results page, also known as SERP.
AI Is Redefining Search
If you have used Google over the past couple of months, you probably noticed that they have integrated an “AI Overview” directly at the top of their search results page. Bing has also integrated AI into its algorithm feeds. Artificial intelligence has been transforming how search platforms surface content. Even ChatGPT has started allowing web searches through their platform pulling related information into the chat.
In addition, prioritization of no-click content (which is any information that appears directly on the SERP) has significantly altered the way people engage with search results. Not only will this reduce traffic to individual pages, but it also means that ranking content for these highly visible positions is more crucial than ever. Your content must answer questions clearly, concisely, and directly to earn these prominent spots.
Keyword Research Alone Isn’t Enough
Historically, SEO has largely been focused around keywords. Brands conduct research to identify the phrases their target audiences were searching for, strategically embedding those words into their content to signal relevance to Google. While keywords are still important, Google’s algorithm has evolved to prioritize context, intent, and user satisfaction over mere word-matching.
Keywords in a vacuum may get users to your site, but if your content doesn’t answer their questions or address their needs, you’ve missed the mark—and Google takes notice. It’s no longer just about keyword ranking. It’s also about delivering value.
Changing Search Behavior With Voice & Visual
With the popularity of AI-driven search tools such as voice assistants like Siri, Alexa, and Google Assistant, users are conducting searches in more conversational, long-tail formats. For example:
- Text search: “How to save for retirement”
- Voice search: “What’s the best way to start saving for retirement in my 30s?”
Additionally, visual search tools such as Google Lens allow users to search using pictures rather than words. This means your content strategy must go beyond keyword optimization to include:
- Conversational content tailored for voice search
- Well-structured headings and clear answers to natural-language questions
- Visual content optimized for Google’s image recognition tools (like alt tags for images)
Understanding Search Intent and Audience Needs
Arguably the most important shift in modern SEO is the emphasis on search intent. Rather than writing content to simply target an industry topic, SEO leaders are shifting to content that fulfills underlying audience needs.
This requires conducting audience research to understand user pain points, mapping content to different stages of the customer journey (awareness, consideration, decision), and creating helpful, actionable content that aligns with what people really want to know.
The Rise of Plain Language
In the AI era, clarity is king. Complex, jargon-heavy writing can hurt your SEO performance, especially as content quality and readability become table stakes for your audience. How do we solve this? By writing in plain language. Plain language helps search engines and readers alike by making your content:
- Easy to read and understand
- More accessible to wider audiences
- Better suited for voice and conversational search
Google rewards content that quickly and clearly answers user questions. Writing in plain language—eliminating jargon, using clear headings, short sentences, and direct answers—will increase your chances of ranking in SERP via featured snippets and no-click answers.
The Bottom Line: SEO Is About More Than Keywords
While the impact of AI is still rapidly evolving, it’s more important than ever to consider how your content will be accessed and consumed. Here are 4 takeaways to keep in mind next time you write content for the web:
- Prioritize search intent over keyword density.
- Optimize for conversational, voice, and visual searches.
- Write for humans with plain, accessible language.
- Adapt to no-click SERP features by delivering clear, concise answers.
As AI continues to shape the digital landscape, understanding your audience’s needs and aligning your content strategy accordingly will determine your SEO success while also providing the value your audience is searching for.
