Search Optimisation in 2025: Appearing in Google’s AI

Close-up of a red-lit keyboard and computer screen displaying AI code, symbolising the role of artificial intelligence in search engine optimisation in 2025.

Search engine optimisation (SEO) is always changing. In 2025, things are moving fast. Google is now using more artificial intelligence (AI) to answer questions, give recommendations, and help people find what they need.

To stay ahead, businesses must change the way they do SEO. It’s not just about keywords anymore. Now it’s about giving better answers, improving user experience, and being seen as trustworthy.

In this article, we’ll explain how SEO is changing in 2025 and how your website can appear in Google’s AI powered recommendations.

What is SEO in 2025?

SEO in 2025 still means improving your website so more people find it in search results. But search engines like Google are smarter now. They don’t just match keywords. They understand what users are looking for, what they mean, and what content will help them most.

Google now uses AI tools like Search Generative Experience (SGE). This gives users AI written answers at the top of search results. These answers often link to helpful websites. If your site gives strong, trustworthy answers, you can be featured in these AI responses.

Check out our SEO offering here.

Why Google AI Matters

When someone searches for something, Google’s AI might show a full answer right away, like a mini article. It pulls this from websites it trusts.

If your website is shown in that AI answer, you’ll get:

  • More visitors
  • Better brand trust
  • Higher click through rates
  • A lead over your competition

So, it’s important to focus on SEO that helps your website appear in these new AI generated areas.

How to Optimise for Google’s AI in 2025

Here are simple but powerful ways to improve your search optimisation and get your site into Google’s AI recommendations:

1. Create Clear and Helpful Content

Google’s AI looks for pages that answer real questions, clearly. Think about what your audience is asking, and give answers in a simple, helpful way.

Use:

  • Short sentences
  • Clear headings (H2, H3)
  • Step by-step guides
  • FAQs
  • Lists and bullet points

This helps both people and search engines understand your content better.

2. Focus on E-E-A-T

E-E-A-T stands for:

    • Experience
    • Expertise
    • Authoritativeness
    • Trustworthiness

Google checks if your content is written by someone with real knowledge. Show this by:

    • Adding author bios
    • Linking to trusted sources
    • Showing case studies or real results
    • Keeping your content updated

The more trusted your site is, the more likely it is to be recommended by AI.

3. Use Structured Data (Schema Markup)

Structured data helps Google understand your content. You can mark up things like:

    • Articles
    • Products
    • FAQs
    • Reviews
    • How-to guides

This makes your content more likely to be picked for featured snippets or AI summaries.

Use free tools like Google’s Rich Results Test to check your structured data.

4. Write for Search Intent

Don’t just write what you want to say. Write what your audience is looking for. Use tools like:

    • Google Search Console
    • AnswerThePublic
    • People Also Ask results

These help you understand what people search for. Match your content to those questions, and you’ll rank better in both normal results and AI recommendations.

5. Make Your Site Fast and Mobile-Friendly

Speed and design still matter. Google prefers websites that:

    • Load fast
    • Work well on mobile
    • Are easy to read
    • Have no annoying pop-ups

Use tools like PageSpeed Insights to test your site. Fix any issues that slow it down or confuse users.

6. Use Natural Language and Semantics

Google’s AI understands how people talk. Don’t stuff keywords, write in a way that sounds natural.

For example:
Bad: “Cheap shoes cheap shoes cheap shoes NZ.”
Good: “Looking for affordable shoes in the NZ? Here are our top picks under $50.”

Use synonyms, related phrases, and questions. This helps your content appear in more AI generated answers.

7. Update Old Content

Don’t forget your older blog posts or pages. If they still get traffic, keep them fresh.

Update with:

    • New stats
    • Better images
    • Clearer writing
    • AI-friendly formatting

This shows Google your site is active and helpful.

Voice and AI Search Are Growing

More people use voice search or AI tools like Google Assistant. These users ask full questions, like “What’s the best family car in 2025?”

To rank for these, try:

    • Adding Q&A sections to your pages
    • Using long-tail keywords
    • Writing in a natural, conversational tone

Google is looking for content that sounds human and helpful.

Read our Voice Search Trends in 2025 blog post here.

Local SEO Still Matters

If you run a business in a certain town or city, make sure your Google Business Profile is up to date.

Add:

  • Business hours
  • Photos
  • Products or services
  • FAQs
  • Customer reviews

AI may include local businesses in search results, so a strong local SEO profile can boost your chances.

Final Tips for 2025 

    • Use tools like ChatGPT or Google’s AI tools to test your own search questions and see what results show up.
    • Write with AI in mind but for people.
    • Stay consistent, SEO takes time, but good content lasts.

Search engine optimisation in 2025 is not just about keywords, it’s about clarity, trust, and being truly helpful. With Google’s AI changing how search results are shown, now is the time to upgrade your content and website.

If your site is clear, trusted, and user focused, you can appear in both standard rankings and Google’s AI recommendations.

Need help getting ready for the future of search? Our expert team offers SEO services tailored to modern search engines and AI tools.

Get in touch today for a website check-up and SEO plan built for 2025.