In 2025, search isn’t just about Google anymore. It’s about being visible across a growing web of AI assistants, answer engines, and alternative platforms. If your strategy is still focused on blue links and meta tags alone, you’re already behind.
As an SEO strategist with over 15 years in the game, I’ve seen this industry evolve from keyword-stuffing madness to today’s AI-driven landscape.
In this guide, I’ll break down what it really takes to win at SEO this year — from optimizing for AI search behavior to building a resilient, multi-channel presence that future-proofs your traffic. Let’s go all in.
TL;DR: How to Win at SEO in 2025
- Don’t just optimize for Google. People are searching on ChatGPT, Perplexity, Bing Chat, and even TikTok
- Want to get cited in AI search? Write clear answers, use FAQ schema, and add original insight
- Bing and YouTube are still underused — they’re great traffic sources if you show up right
- Be where your audience is: Reddit, LinkedIn, niche communities, not just search engines
- Build a real brand — people should trust you, not only find you
- Clean up your site’s backend: speed, mobile UX, structured data, and internal linking still matter
- Don’t panic about algorithms — diversify your channels and you’ll stay steady
- SEO now needs balance: solid content, smart tech, strong presence with no shortcuts
Optimize for AI-Driven Search Engines (Not Just Google)
SEO in 2025 is NOT just a “Google game” anymore.
Yes, Google still dominates. But ignoring AI search engines today is like ignoring mobile optimization a decade ago. It’s a missed opportunity — one that can quietly cost you traffic, leads, and authority.
More users are searching through AI tools like ChatGPT, Bing Chat, and Google’s SGE than ever before. In fact, nearly half of consumers now use AI assistants weekly. That’s not a trend but a shift.
And with ChatGPT’s search feature projected to grab 1% of total market share this year, according to Search Engine Land, we’re talking millions of missed opportunities if your content isn’t ready for AI.
What Even Is AI Search?
Think of it like this: Google search gives you a list of sources to consult for each query. AI search gives you the answer.
Platforms like Google’s SGE or Bing Chat work like answer machines. You ask a question, and they respond directly—with cited sources, if you’re lucky. It’s like featured snippets… only way smarter (and scarier, if you’re not prepared).
So the game changes.
Instead of just ranking, you now want to get mentioned or cited in these AI responses. That’s the sweet spot.
How to Get Cited by AI Search Engines
If you want AI bots to notice (and credit) your content, you’ve got to:
1. Understand what questions users ask.
Use tools like Ahrefs, SEMrush, or even Reddit to find what your audience wants answers to. Look for long-tail queries and “People Also Ask” data. Then create dedicated Q&A sections or FAQ blocks that address those questions directly.
2. Give short, punchy answers.
You’re not writing essays here. AI loves clarity. Aim to answer each question in 2–3 concise and direct sentences, preferably near the top of your content with no fluff.
Example:
“What’s the best time to post on Instagram?”
Answer: The best time to post on Instagram is typically between 9 a.m. and 11 a.m. on weekdays. Engagement peaks mid-morning when users take quick scroll breaks.
Easy, cited, done.
3. Use structured data.
Schema markup (especially FAQPage or HowTo) helps AI bots make sense of your content. It’s like giving them a menu instead of a buffet. Try tools like Schema Markup Generator or Mermaid. Validate your code using Google’s Rich Results Test.
4. Optimize using NLP tools.
AI search engines rely heavily on natural language processing. That’s why tools like SurferSEO and Clearscope are super important for content marketing in today’s AI-driven search industry. They help you include related terms, context-driven keywords, and semantic variations that AI loves to latch onto.
5. Track referrals from AI.
This is where most people drop the ball. After optimizing, submit your updated pages to Bing Webmaster Tools. Then check your server logs and GA4 for traffic from chat.openai.com, bing.com, or even Perplexity.ai. If you see those? You’re officially in the game.
Case in Point: Does This Work?
Absolutely.
In 2025, brands that leaned into AI-powered SEO saw huge traffic spikes. One study found a 44% increase in referrals from ChatGPT and a 71% boost from Perplexity—just by optimizing for direct answers.
Even better? You don’t have to be a big brand to break in.
Here’s the thing: Google’s AI overviews usually cite about 11 sources. But only about half of those are from traditional top 10 results, according to SurferSEO. That’s your window. If your content is great, specific, and structured, AI might cite you, even if you’re not ranking on page one.
Just ask the marketers who added Q&A blocks last year. Many of them got cited in Bing Chat and see user numbers continue to skyrocket.
SEO Is No Longer Just About Google — Diversify Traffic Sources
Again, if your entire SEO strategy still depends on Google, you’re sitting on a shaky stool with one leg. Google still runs the show. But it’s not the only player on the field anymore.
By the end of 2024, Google’s global search share dropped below 90% for the first time since 2015. Because users are exploring other options – and fast.
People are asking Bing. They’re chatting with AI like ChatGPT and Perplexity. They’re even searching on TikTok and Instagram (especially Gen Z). That’s not a joke — according to Search Engine Land, TikTok is the #1 search engine for more than half (74%) of Gen Z. A survey even discovered that 51% of respondents chose TikTok over Google as their preferred search engine.
Isn’t that enough cue to diversify your traffic sources if you want your SEO strategy to survive 2025. The search landscape has changed. Your content needs to show up wherever people are searching — not just on page one of Google.
First Step: Look Beyond Google
Let’s start with the basics. There are other search engines out there, and yes, people use them.
Bing has around 12% of desktop search share. Yahoo, DuckDuckGo, and even niche search engines still bring in traffic. So don’t ignore them.
- Start by verifying your site on Bing Webmaster Tools (it’s like Google Search Console, just slightly less grumpy).
- Check your indexing and sitemap status there.
- Use tools like Ahrefs, SEMrush, or Rank Tracker to see how you’re doing on Bing; you might discover keywords that are super competitive on Google but easier to rank on Bing.
Bonus tip: Bing tends to favor well-written metadata and strong social signals. So keep your meta tags clear, compelling, and connected to active social profiles.
Next Up: Don’t Sleep on YouTube
YouTube isn’t just a video site. It’s the world’s second-largest search engine.
That’s huge.
If you’re not creating videos to support your written content, you’re missing out on an entirely different type of audience.
Got a blog about DIY home repairs? Turn your article into a step-by-step video tutorial. Then optimize the title, description, and tags using keywords. A single well-done video can rank both on YouTube and Google’s front page, especially for how-to or explainer queries.
Tools like vidIQ or TubeBuddy help you dial in your video SEO and get found faster.
Social and Community Platforms = Search Goldmines
People are searching directly inside platforms now. TikTok. Reddit. Quora. Pinterest. Instagram. LinkedIn.
And guess what? They’re finding what they need without touching a traditional search engine.
So treat these platforms like search engines too. Be present on TikTok. Optimize your posts, bios, captions, and hashtags. Use keywords naturally.
But more importantly – be part of the community.
If someone’s asking for SEO tips on Reddit, don’t drop a salesy link and bounce. Give a helpful answer. Share a real example. If it makes sense, link to your content. That kind of honest participation builds trust and traffic.
In fact, after Google’s 2023 core update, Reddit became the third most visible domain in Google search. Why? Because people trust real opinions over SEO-polished articles. So get in there and be real.
Don’t Forget the Channels You Own
We get it. Algorithms change. Platforms ghost you.
That’s why direct traffic is important.
Build a loyal base through:
- Email lists (newsletters, free tools, exclusive content)
- Referral content (create guides or resources that others want to link to)
- Community-building (Discord servers, private groups, webinars)
And track your traffic sources. If over 70% is still coming from Google? It’s time to level out. Diversification isn’t just an SEO strategy but a traffic insurance.
Step-by-Step: How to Diversify Traffic Sources
Let’s make it practical.
1. Audit your current traffic.
Use GA4 to break it down: Google Organic, Direct, Referral, Social, Email, AI. Identify the gaps.
2. Choose one new channel to focus on.
Maybe it’s Bing. Maybe Reddit or YouTube. Just pick one.
3. Create content tailored for that platform.
Dont do lazy repurposing. If you’re going on Instagram, make a reel. For Reddit, post a thoughtful comment. For YouTube, make a snappy how-to video with a solid CTA.
4. Engage with the platform’s community or algorithm.
Respond to comments. Follow trends. Be a helpful contributor.
5. Measure and adjust.
Check analytics weekly. Are your YouTube videos referring clicks? Is Bing picking up your pages? Double down on what’s working. Then expand to the next channel.
Real Talk: Does This Actually Work?
Yes, and it works well.
A lot of brands lost rankings in Google’s 2024 core update. But thanks to their consistent efforts on LinkedIn, Reddit, and other platforms, overall traffic of some of these brands are growing. According to a report by the Press Gazette earlier in 2025, ChatGPT referrals to top publishers went up eight times in just six months in 2025.
Build a Brand, Not Just a Website
Here’s the truth no one tells you: you can’t outsmart Google with keywords alone anymore. It starts with your reputation.
Google’s algorithms (and users) are now obsessed with trust. Authority. Expertise. And that’s algorithmically baked into SEO through something called E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
That’s not just a checklist. It’s how Google decides whether your content deserves to rank or get buried.
Keyword-stuffed content with no face, voice, or credibility won’t cut it anymore. You need a real brand. One people remember, search for by name, and recommend.
Let’s Talk Real Experience
Google didn’t add that extra “E” (Experience) in E-E-A-T for fun. It wants content created by people who’ve been there, done that, and can prove it.
So, if you’re writing about quitting sugar, share how you personally kicked the habit — even if you cheated with dark chocolate on weekends. If you’re covering mortgage tips, reference a real client you helped.
If you’re writing travel content, talk about places you’ve actually visited. If you’re giving fitness advice, share your own routine or results. Include personal anecdotes, original photos, or even a lesson learned the hard way.
Quick fix: Add author bios that showcase credentials. Use your “About Us” page to highlight your team’s experience. One healthcare site even created a page titled “Meet Our Experts”, linking to medical reviewers for each article. Rankings improved. Trust followed.
Add Trust Signals — Because Scams Are Everywhere
You don’t want your site looking like it was built in five minutes on a free template from 2010.
If you’re a real business, prove it:
- Add your full contact info
- Include a return policy if you sell stuff
- Use HTTPS (non-negotiable)
- Show team photos, not stock images
- Link to your sources — especially if you’re in YMYL spaces (Your Money or Your Life: health, finance, legal)
And don’t stop there.
Encourage happy customers to leave reviews on Google or platforms like Trustpilot. Monitor what people are saying about your brand with Google Alerts or Mention.com.
If someone mentions you in a blog without linking, reach out. Tools like Ahrefs can help you spot those missed backlink opportunities.
Because in modern SEO, reputation isn’t only PR. It’s ranking power.
Get Outside Your Own Backyard
You’ve got to build authority outside your website. This is where most brands stop — but where strong ones take off.
Pitch articles to high-authority sites. Appear on podcasts. Speak at virtual events. These mentions – even without backlinks – signal to Google that you’re someone worth listening to.
Let’s say you run a fitness brand. If Men’s Health quotes you in an article about morning workouts, that’s huge. Not just for traffic, but for how Google perceives your authority.
You don’t need a PR agency. Just start with tools like HARO (Help A Reporter Out). Journalists ask questions, you reply with expert insights, and – if you’re helpful – they’ll link back to you. These citations boost your backlink profile and your brand’s weight in Google’s eyes.
Build a Following, Not Just a Funnel
Your brand isn’t made for a one-time visit. It should be a relationship.
Encourage newsletter signups. Launch a Facebook group. Create content that sparks replies, shares, and saves.
When people search for your brand by name or type your URL directly, that’s a signal of trust. Google notices that. So does your bottom line.
Even better? Your community becomes your amplifier. Every tweet, comment, and share extends your brand’s reach. That ripple effect is impossible to fake and priceless for long-term SEO.
Step-by-Step: Strengthen Your Brand With E-E-A-T
Now, let’s make all our discussions actionable.
1. Run an E-E-A-T audit.
Ask yourself: Do you list authors on blog posts? Do those authors have real bios? Is your About page current and convincing?
2. Polish your credibility.
Add trust badges (BBB, ISO, etc.), expert reviews, and “As Seen In” logos if you’ve been mentioned by the media.
3. Level-up your content.
Update old articles with quotes, original data, or personal experience. If you cover YMYL topics (like health or finance), get a certified expert to review and sign off.
4. Build your digital footprint.
Aim for one high-quality brand mention every month. It could be a guest post, interview, or even a product review. Focus on relevance and authority, not only backlinks.
5. Educate and engage.
Host webinars. Do Twitter Spaces. Create content that educates your audience and encourages interaction. Share recaps on your blog and socials to keep the momentum going.
Case Study: When E-E-A-T Works, It Works
A health and wellness brand revamped their blog with real expert bios, updated posts, and medical reviews. Traffic nearly tripled.
Over in finance, NerdWallet grew into a household name by hiring professionals, earning legit media coverage, and publishing solid, trustworthy advice.
And how did they get there?
NerdWallet explains their content creation process and why readers can trust their expertise. Also, it has some of the best author profile pages out there, according to Backlinko.
Source: NerdWallet
People don’t just click their links, they look for them.
And here’s another interesting one reported in the Kopp Online Marketing Consulting.
SEO expert Olaf Kopp ran a test where he moved 29 unchanged articles from a lesser-known domain to one that better reflected the brand, aufgesang.de. Same content. Same internal links. But this time, the domain had more authority and brand association. The result was a 1,400% increase in visibility in just six months.
The takeaway here is simple: people (and Google) trust names they recognize. If your brand has a clear identity and a solid reputation, rankings tend to follow.
Technical SEO: The Silent Growth Factor
You can write the best content on the internet. But if your site is slow or confusing to Google’s crawlers, it won’t matter much.
This is why technical SEO exists. Technical SEO isn’t about flashy, sensitive headlines. It doesn’t come with metrics like “1,000% traffic growth in 30 days.” But when it’s done right, it keeps your entire site humming. Clean, fast, and crawlable.
And in 2025, that matters more than ever.
Let’s Start with Speed
Let’s start with the obvious: people hate waiting or queueing for anything. That means, nobody likes a slow website – not users, and definitely not search engines.
If your page takes more than 3 seconds to load, many users are gone before they even see your headline. Google knows this. That’s why Core Web Vitals became part of its ranking equation. You don’t need to obsess over every millisecond, but you do need to hit decent benchmarks:
- LCP (largest contentful paint): under 2.5s
- CLS (cumulative layout shift): under 0.1
- INP (interaction to next paint): under 200ms
Start by running your site through Google PageSpeed Insights or Lighthouse. Tools like GTmetrix or WebPageTest also give you a clearer waterfall view—what’s slowing things down, where it’s stuck, and how to fix it.
Common fixes?
- Compress your images (use WebP or AVIF if possible)
- Defer non-critical JavaScript
- Serve content via CDN
- Use lazy loading and preload key resources
Even better, tools like NitroPack or WP Rocket can automate a lot of these if you’re not into manual tweaking.
Next: Mobile First, or You’re Last
Most of your users are coming from phones. Not desktops. Not tablets. Phones.
Google’s been indexing mobile versions of websites first since… forever ago in internet years. If your site looks off on mobile, your rankings will feel it.
Use Google’s Mobile-Friendly Test to spot issues: tiny fonts, buttons crammed together, weird layouts in dark mode. Then fix them.
Look at your site on an actual phone (not just a simulator). Try to click through it. Would you stay on that site?
Also: don’t forget accessibility. Adding proper alt tags, using semantic HTML, and making sure your layout works for everyone doesn’t just help users—it’s good SEO hygiene.
Keep Your Site Structure Clean
Your website is like a library. If the shelves are a mess, nobody can find the good stuff or whatever they’re looking for. Here’s how to help both users and Googlebot find what matters:
- Use clear URL paths: /category/subcategory/page
- Keep important pages within 2–3 clicks from the homepage
- Link internally—and link with purpose
Run a crawl using Screaming Frog or Sitebulb. These tools will show you:
- Broken links
- Redirect chains
- Duplicate title tags
- Pages Google can’t access
Fix broken links with 301 redirects. Remove duplicate pages or use canonical tags to consolidate signals.
If you’ve got a large site, watch your crawl budget. If Google is wasting time crawling filter pages, session IDs, or junk, your new product pages won’t get picked up. Use noindex or robots.txt to cut the fat, and help Google focus on what matters.
Don’t Sleep on Structured Data
Yes, structured data can help with AI search, but it’s just as important for classic SEO.
Adding schema markup (via schema.org) helps Google understand your content and unlocks rich results—like FAQs, star ratings, product prices, and more.
Start with:
- Organization schema for your business
- Article schema for blogs (author, date, etc.)
- FAQ or HowTo schema
- Product schema for e-commerce
Use tools like Google’s Rich Results Test or the Schema Markup Validator to check your work. One mistake in the code, and Google ignores it.
Technical SEO Is Ongoing—Not Set-and-Forget
Set up alerts in Google Search Console so you know when things break. Schedule monthly audits using SEMrush or Ahrefs. If you launch a new design, migrate your site, or switch to HTTPS – do a full QA crawl.
Too many sites lose traffic during a redesign because someone forgot to update redirects or accidentally blocked Google in robots.txt.
Make a changelog. Track what you fixed and when. It’ll save your team headaches down the line.
Step-by-Step – How to Conduct Technical SEO
1. Run a crawl audit.
Use Screaming Frog or SEMrush. Flag 404s, slow pages, missing metas, duplicate content, and anything else broken.
2. Knock out low-hanging fixes.
Update broken links. Write meta descriptions. Use canonical tags to fix duplicates. Get the easy wins first.
3. Focus on speed.
Pick your top 10 traffic pages. Compress images. Minify CSS/JS. Strip out third-party scripts that don’t serve a purpose. Re-test them after.
4. Optimize for mobile.
Test on real devices. Fix overlapping elements. Reduce intrusive popups. Check that your CTAs are tappable, even with big thumbs.
5. Revalidate everything.
Re-crawl after making changes. Use Search Console to inspect key URLs. Make sure Google can see and render your content properly.
Case Study – Clean Code, Clear Wins
A major publisher (The Financial Times) invested in site performance, and it paid off: better user engagement and a solid improvement in search visibility. Late last year, a news report shows it made more than half a billion dollars in revenue in 2023 for the first time in its history.
Another large site with 50,000+ pages cleaned up thousands of duplicates and tightened crawl control. The result was faster indexation and stronger rankings across long-tail terms.
And when Google’s Core Web Vitals update rolled out, some e-commerce sites that prepped early saw a 12% jump in organic traffic. Others reported 5–7% increases in conversion rates, just from shaving off load time.
Real talk?
Technical SEO may not be flashy, but it works. Quietly. Consistently. And when done right, it makes everything else – content, backlinks, brand – perform better.
So don’t ignore what’s under the hood (the backend SEO). That’s often where the biggest wins are hiding.
In Summary
If you’re serious about a future-proof SEO in 2025, here’s the honest truth: it’s not one silver bullet. It’s a combination of smart content marketing moves done consistently, with intent.
First, follow the audience. That means showing up not just on Google, but across AI search engines, community forums, video platforms, and wherever people are actually looking for answers. AI search isn’t coming. It’s here. Learn how tools like ChatGPT, Bing Chat, and Perplexity work. Then start answering the kinds of questions those platforms surface.
Second, build a real brand. One people recognize, trust, and seek out by name. The kind of brand that holds its ground even when algorithms shift. Your website isn’t just a bunch of blog posts. It’s your brand online. People want to know who’s behind the advice. So does Google.
Add bios. Share real stories. Get quoted. Be seen. Brand-building is the long game of SEO.
Third, get your house (backend) in order. No one sees it, but technical SEO is the infrastructure that keeps everything running smoothly. Make it faster, more accessible, and easier to crawl.
That means hitting Core Web Vitals, fixing broken links, using schema markup, and making your mobile site shine. Technical SEO is not glamorous but it works. And finally, don’t try to do it all at once. Pick one new channel. One content format. One technical issue. Fix that first. Then move to the next.
Need help bringing this kind of strategy to life? At Justwords, our expert content team crafts SEO-optimized content that doesn’t end at ranking — it connects, converts, and builds your brand over time. We write with purpose, and we write for people, not just the search bots.
Let us help you stay visible, no matter what 2025 throws your way.
