Search engine optimisation in 2025 is an exercise that bears little resemblance to the discipline agencies were practising even three years ago. The fundamentals remain the same — relevance, authority, user experience — but the way Google evaluates them has changed profoundly.
The most visible disruption is AI Overviews. These AI-generated summaries displayed at the top of search results are capturing a growing share of clicks. For certain informational queries, the click-through rate to websites has dropped by 30 to 40%. This does not mean SEO is dead, but it does mean content strategy must adapt.
In practical terms, purely informational and superficial content is losing value. Google can synthesise it itself. What is gaining importance is content that brings a unique perspective, verifiable expertise, proprietary data. The E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) is no longer a theoretical concept: it is the primary filter through which Google evaluates content quality.
The other major change concerns conversational search. More and more users are asking complete questions to Google, or using AI assistants directly to find answers. Queries are becoming longer, more precise, more contextual. Pages that respond to a clear and specific search intent outperform those that attempt to target a generic keyword.
On the technical side, Core Web Vitals remain a ranking factor, but Google has clarified its position: a technically perfect site with mediocre content will not rank well. Conversely, excellent content on a slow site will be penalised. Technical performance is a necessary condition, not a sufficient one.
What truly matters in 2025 is the coherence between your real expertise and your online presence. Businesses that publish content aligned with their know-how, signed by identifiable authors, structured around a genuine editorial strategy, are those that capture qualified traffic. Everything else is noise. We detail our approach on our SEO and digital performance page. For a review of your current SEO status, our digital audit is a good starting point.