As of July, 2025:

Google SEO:

Core platform updates have significantly increased in 2024-25 and are driving higher performance for authentic content with meaningful linking strategies to keep consumers informed. In other words, Google will determine if the content is useful based on how many questions the content answers based on its database of FAQs for a particular topic. In short, it’s the importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

AI-Driven Advertising:

Pre-pandemic strategies relied on manual keyword bidding and static creative assets. Now, AI tools, like Gemini, have automated query expansion, thereby pushing paid content further down on the search page. The goal moving forward is to align with AI queries and incorporate dynamic assets that will adapt to semantic search and AI-generated answers for top positioning.

Shift to AI-Native/OpenAI Platforms:

Emerging ad trends (e.g., Open AI, like Perplexity or ChatGPT) will move towards blending ads organically into AI search results for non-subscriber searches, requiring new creative strategies beyond traditional Google Search Ads.

Google's Antitrust Lawsuit:

Depending on outcomes from this lawsuit that has already determined Google to be a monopoly, expect some shift towards Microsoft Bing and OpenAI to fill gaps for Google Search. One possible remedy includes unbundling Chrome or preventing it from being the default browser on new devices, which could open market share for Microsoft and others.

AI Max Rollout:

Google’s one-click upgrade for Search campaigns uses AI to expand keyword targeting, generate dynamic creatives, and optimize landing page URLs. Early adopters in beta have seen 14–27% conversion lifts. AI Max allows us to now target by ad group vs. campaign level, which gives us significantly more control over the campaign.

AI Max Enhanced Reporting

New URL parameters and asset performance reports (clicks, spend, conversions) provide deeper insights for refining topic clusters and landing pages. This allows us to see which headlines were used with other content to create the best response. We’re also seeing the introduction of “synthetic keyword” technology applied to users coming in through an AI search query, so Google can determine what the search query means as it relates to keywords.

Acceleration of Change:

AI has dramatically increased the pace of change in digital marketing. Google’s AI-enhanced search has altered ranking factors across ALL clients, and tools like Gemini, Claude, and Perplexity AI, are now essential for identifying long-tail search questions and optimizing content for successful interlinking strategies for SEO volume/performance. And AI-driven personalization means that only highly relevant, well-structured content will surface, making old tactics obsolete and requiring a significant overhaul. The monthly blog post doesn’t work. Two or even three blog posts won’t work without interlinking strategy.