May 26, 2025
Image sourced from Google
As Google continues to evolve, its latest algorithm updates and feature rollouts in 2025 are reshaping how brands engage with audiences online. From advancements in AI-driven search to changes in SEO priorities, businesses that adapt early will enjoy stronger visibility, credibility, and conversions.
In this post, we’ll break down the key updates, how they impact brands, and how to strategically leverage them.
1. AI Overviews: Smarter, Contextual Results
Google has expanded AI Overviews (formerly known as Search Generative Experience – SGE) to a wider audience. This means users increasingly receive AI-generated summaries at the top of search results, often before organic listings.
Impact on Brands:
Your traditional search ranking might now sit below AI summaries.
Click-through rates (CTR) may decline if your brand isn’t directly mentioned or linked in the AI Overview.
How to Adapt:
Focus on structured data, FAQ schema, and authoritative content to increase chances of inclusion in AI summaries.
Prioritize topical authority – publish comprehensive, expert-level content in your niche.
Target long-tail queries and conversational search terms, which AI Overviews are more likely to summarize.
2. Google’s March 2024 Core Update: Cracking Down on Low-Quality Content
This update brought a major clean-up of the web—removing AI-generated, spammy, and thin content. Google also rolled out stricter enforcement of its Helpful Content System, rewarding original, people-first content.
Impact on Brands:
Sites with duplicate or low-value content saw significant traffic drops.
Brands that invested in quality saw gains in ranking and trust.
How to Adapt:
Conduct a content audit. Remove or improve outdated, shallow content.
Create unique, human-written content that offers real insights or solutions.
Encourage subject matter experts to contribute or review content to boost E-E-A-T (Experience, Expertise, Authority, Trust).
3. Video and Visual Content Are Dominating Search
Google Lens and visual search are increasingly being integrated into shopping and discovery experiences. Additionally, short-form video carousels are becoming more prominent in mobile search results.
Impact on Brands:
Visual-rich content now contributes more directly to discovery and conversion.
Video SEO is no longer optional—users often engage more with visual formats.
How to Adapt:
Optimize your images and videos with proper file names, alt text, and schema markup.
Leverage platforms like YouTube Shorts and Instagram Reels and repurpose content across channels.
Include video transcripts and captions to improve accessibility and discoverability.
4. Privacy and First-Party Data Are the Future
With the phasing out of third-party cookies in Chrome, Google is pushing brands to rely on first-party data and Privacy Sandbox tools. This shift affects how brands track users and personalize ads.
Impact on Brands:
Brands relying heavily on third-party data for ad targeting must rethink their strategies.
Contextual and interest-based targeting will become more critical.
How to Adapt:
Invest in CRM systems and lead capture strategies (e.g., gated content, newsletters).
Focus on consent-based marketing and transparency in data usage.
Use tools like Google’s Topics API for interest-based ad targeting.
5. Local and Voice Search Are Rising
With mobile and smart assistants becoming more common, voice search and hyperlocal results are gaining traction.
Impact on Brands:
Consumers are searching in a more conversational tone, using phrases like “near me” or “open now.”
Local businesses can see a surge in visibility—if optimized correctly.
How to Adapt:
Keep your Google Business Profile updated with accurate hours, services, and photos.
Use natural language in your content and FAQs.
Encourage customer reviews, which are weighted heavily in local ranking.
