{"id":285,"date":"2026-05-06T08:27:18","date_gmt":"2026-05-06T08:27:18","guid":{"rendered":"https:\/\/wpfastserver.com\/index.php\/2024\/08\/12\/the-evolution-of-search-5-seo-trends-in-2024-and-2025-new-data\/"},"modified":"2026-05-06T08:27:19","modified_gmt":"2026-05-06T08:27:19","slug":"the-evolution-of-search-5-seo-trends-in-2024-and-2025-new-data","status":"publish","type":"post","link":"https:\/\/wpfastserver.com\/index.php\/2026\/05\/06\/the-evolution-of-search-5-seo-trends-in-2024-and-2025-new-data\/","title":{"rendered":"The Evolution of Search: 5 SEO Trends in 2024 and 2025 [+ New Data]"},"content":{"rendered":"

\u201cI\u2019m excited but exhausted by so many changes,\u201d Victor Pan wrote in a HubSpot Slack channel just before dropping half a dozen links to the latest AI news. He\u2019s a product SEO here, and he sounds like he needs a hug.\u00a0\u201cI\u2019m excited but exhausted by so many changes,\u201d Victor Pan wrote in a HubSpot Slack channel just before dropping half a dozen links to the latest AI news. He\u2019s a product SEO here, and he sounds like he needs a hug.  And no wonder. Even in tech, an industry that thrives on rapid change, AI is accelerating everything it touches by orders of magnitude. AI-powered search engines like Perplexity are gaining mainstream momentum, SearchGPT is securing deals with publishers to sidestep copyright issues, and your friendly neighborhood SEO is pinching the bridge of their nose. For the scoop on search trends you should know about as a marketer, AI-powered and otherwise, I talked to SEOs here at HubSpot and around the world. But before we look ahead, let\u2019s go back to the 1990s and take a quick look at how search has changed in the last three decades. How the Search Landscape Has Changed An entire generation has grown up never knowing a time before Google. Image Source Image Source To get a broader perspective on the evolution of search, I turned to Mikkel deMib, a Denmark-based SEO who has been doing SEO since before it was called SEO. \u201cThe first few years, we called it \u2018search engine positioning,\u2019\u201d he tells me. I was alive and using the internet then, and I still feel like a kid listening to a bedtime story about the land before time. I ask deMib about some of the major turning points in the last 25 years that might provide some context for understanding the future of search. The switch to mobile, he recalls, was first prophesied around Y2K, shortly after the introduction of wireless application protocol (WAP) that allowed mobile devices to connect to the internet. \u201cAnd of course it totally failed,\u201d deMib says, because \u201cfrom a usability point of view, it was terrible.\u201d It was another decade before Google adopted a mobile-first philosophy and content publishers adopted mobile-friendly UX. Now, deMib sees upwards of 90% mobile traffic in certain verticals, like women\u2019s fashion \u2014 a number that\u2019s not likely to surprise HubSpot readers. The Evolution of Search in 2024 Rory Hope, Head of EN Growth at HubSpot, echoes Pan\u2019s exhausted excitement. \u201cThere’s a lot of chatter in the industry,\u201d he says, \u201cabout Google essentially thrashing between different priorities.\u201d And that\u2019s \u201ccausing a great deal of stress for the SEO community.\u201d Pan takes a long view of all this AI-activated change, cautioning marketers to focus more on the grounding principles of good content rather than trying to optimize for every single update. When I asked him how SEOs were figuring out how to optimize for Google\u2019s AI Overviews, he reminded me that \u201cthere was a time\u201d \u2014 October 2015 \u2014 \u201cthat Google really pushed forward a new format called AMP.\u201d Accelerated mobile pages were designed for faster mobile loading, and \u2014 see if this sounds familiar \u2014 it let users read content without clicking through to the website. \u201cAnd now AMP is a dead project,\u201d Pan says. In other words: We can\u2019t see the future, so let\u2019s not panic just yet about a zero-click world. Go deeper: We\u2019ve got even more pro tips and actionable advice on adapting to the new search era. Trends I use the word \u201ctrends\u201d advisedly here. Every SEO I talked to emphasized the interconnectedness of the changes they\u2019re observing, exercising caution about using the word \u201ctrend\u201d (See above for Victor Pan calling time of death on Google AMPs). And many of the SEO trends we saw in 2023 are still playing out. That said, here\u2019s five things SEOs are keeping an eye on in 2024 and 2025. 1. AI DeMib, who has seen more than his fair share of false starts and dead-ends in the SEO world, calls AI a \u201cfundamental shift in technology that is maybe as big \u2014 maybe even bigger \u2014 than the internet.\u201d Artificial intelligence isn\u2019t so much an SEO trend as what it\u2019s powering: chatbots, search engines, Google\u2019s AI Overviews, and more. AI Overviews (AIO) has especially piqued concern, with everybody racing to understand what will happen if AIO keeps users on Google\u2019s search engine results page (SERP) instead of clicking through to websites. The vast majority of SEOs are making sure that AI is central to their overall strategies. In a HubSpot survey of over a hundred U.S.-based SEO professionals, 73% either strongly or somewhat agreed with the statement, \u201cAI tools, features<\/a>, or solutions are becoming an important part of my company\u2019s SEO strategy.\u201d Many of those SEOs use AI for tasks like optimizing<\/a> websites for technical SEO and improving SERP rankings. AI is also a means to efficiency; nearly three-quarters of respondents said they use AI simply to save time. Not sure where to start? Here\u2019s a pro tip: HubSpot has a free AI search grader app that quickly analyzes your brand based on what your prospects and customers are seeing across AI search engines \u2014 then gives you actionable recommendations on how to improve<\/a>. 2. Zero-Click Search With the fitful launch of Google\u2019s AI Overviews in May 2024, \u201czero-click search\u201d shifted from theoretical concern to waking nightmare, depending on who you ask. We\u2019ll likely see the term used exponentially more in 2024 and beyond, but whether we\u2019ll actually see a zero-click world remains to be seen. In a HubSpot survey of U.S.-based SEO professionals, only 6% specifically named Google\u2019s AI Overviews as a threat to search traffic. And the biggest concern, generative AI chatbots, was selected by only 13% of respondents. A tiny percentage, just 2%, believe that Google algorithm updates will result in search traffic losses. Readers of a certain age may remember when AOL was effectively synonymous with \u201cinternet.\u201d DeMib says that pre-2000, \u201c[the internet] was a lot of<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cI\u2019m excited but exhausted by so many changes,\u201d Victor Pan wrote in a HubSpot Slack channel just before dropping half a dozen links to the latest AI news. He\u2019s a product SEO here, and he sounds like he needs a hug.\u00a0\u201cI\u2019m excited but exhausted by so many changes,\u201d Victor Pan wrote in a HubSpot Slack<\/p>\n

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