Did you know that Google drives 92.11%1 of New Zealand’s web traffic? It’s still a powerhouse, that’s for sure.
But the way people search has been shifting for a while now, and SEO as we’ve known it is no more.
Google rolls out 12+ algorithm changes a day, and platforms like TikTok, Amazon, and generative AI tools like ChatGPT are becoming major contributors to user search behaviour.
It’s a fact: Traditional SEO tactics aren’t necessarily your best option anymore.
To succeed, in this shifting digital landscape, you must adapt.
In 2025, it’s less about search engine optimisation, and more about search everywhere optimisation.
Does that mean traditional SEO is dead? No, but it’s definitely evolving. Let’s dissect this new beast.
Is SEO Dead?
Do you know how many searches take place on Google each day?
Whilst Google doesn’t share its search volume data, approximations place it in the tens of billions.
How does Google meet that need, you may ask?
By indexing over 80 billion websites containing about 400 billion documents2 (and counting).
With so many webpages, how does Google know which results to show for each query?
Through an extremely refined algorithm that relies on hundreds of ranking factors; the same ranking factors that make up SEO.
The Google Leak3 in 2024 let those closely guarded ranking factors out of the bag. Users learned that the ranking factors included:
Chrome User Data
Google collects data from Chrome, such as how users interact with websites, and uses it to assess user experience and page quality.
Click Data
Your site’s click-through rate from search results contributes to its ranking status. Higher CTR indicates more relevance and user interest.
Authorship
Google considers a website’s expertise, experience, authority, and trustworthiness (E-E-A-T), including your reputation, credentials, and previous work.
Link Quality
Google prioritises links from high-quality, relevant sources.
Link Diversity
A natural link profile includes links from various sources, such as blogs, directories, and news sites.
Link Freshness
Continuously earning new links shows Google your content is relevant and up to date.
Many of the above ranking factors are likely to remain a big part of SEO going forward.
But what about Google’s recent shift toward becoming an answer engine? In 2024, AI overviews rolled out, using AI to synthesize information from multiple sources and provide a concise answer to your query at the very top of the search results.
Surely AI overviews are going to take over SEO, right? Well, they’re definitely shaking things up. But Google has been taking steps towards this ‘answer engine’ model for a while now.
Features like featured snippets and answer boxes already provide easily accessible information directly on the search results page, reducing the need for users to click through to websites.
This trend is driven by the rise of ‘zero-click content,’ - content that is so informative that it satisfies the user intent right in the search engine results page. Meaning users can find their answers without visiting a website.
AI overviews take the zero-click approach to a whole new level providing even more content directly in the search results.
So, is SEO dead?
In short, no.
When you look at traditional search engines as a whole, Google still dominates the market share.
It’s obvious people still use Google, even as they continuously turn to social media and generative AI platforms to find answers.
In other words, Google remains relevant. As do the age-old SEO techniques you can use to increase your presence in the SERPs.
SEO isn’t going anywhere. However, for brands to find success with SEO strategies, there are specific things to keep in mind.
We know Google is more of a discovery engine but here is what you need to know to dominate SERPs:
Google Ranks Sites You Want to See
Google’s focus isn’t backlinks, keyword density, or a specific SEO metric. Instead, it prioritises an easy and seamless user experience.
So, what metrics does Google use to gauge user experience?
Using a clear navigation structure is a good starting point. Implement a clear URL structure, enable breadcrumbs, and internal linking.
Core web vitals - a set of standardised metrics Google uses to measure real-world page performance - is another good place to start. These include:
- Largest Contentful Paint (LCP)
- The time from when a user starts loading a page to when the largest image or text block is visible.
- Goal: 2.5 seconds or less
- Interaction to Next Paint (INP)
- The time between a user action (e.g., click, press) and the page responding.
- Goal: 200 milliseconds or less
- Cumulative Layout Shift (CLS)
- How much a webpage’s layout unintentionally shifts during loading
- Goal: CLS score of less 0.1
Other important user experience metrics include dwell time, time spent on page, bounce rate, and exit rate. You can find these metrics in Google Analytics.
So how can you improve user experience? There are few things you can do to improve the metrics mentioned above:
- Improve site speed
- The faster your site loads, the better experience a user will have.
- Optimise for mobile
- Mobile accounts for 50% of web traffic, so optimise for mobile. You’ll also want a responsive design.
People Don’t Just Use Google
Google is still a search engine leader, but it’s no longer the sole leader in search discovery.
Platforms like TikTok, Reddit, and even voice search engines - like Alexa and Siri - are reshaping SEO. The question is are you adapting your strategies to stay relevant?
All these platforms cater to users who prefer quick, conversational, or visual content.
So, how can you optimise your strategy to leverage these platforms to improve your visibility in SERPs (and these platforms themselves)?
- Tiktok: Create engaging, short-form videos with trending hashtags.
- Reddit: Participate in relevant subreddits and provide value without over-promoting
- Youtube: Create both long and short-form videos, targeting different audiences.
- Voice search: Focus on conversational keywords and provide clear answers to FAQs.
I know - why aren’t users just using those platforms to find what they need? They do. But remember Google is a search engine, and it pulls information from other platforms, which makes them relevant.
As younger audiences use social media or video more for discovery, Google will continue to adapt to user needs. And since Google pulls from so many different sources, it still offers more reliable results on topics people are searching for.
Google Loves Brands
You will find as your brand grows, so will your rankings because Google factors authority, trustworthiness, and relevance into account. Typically, well-established brands have a higher authority and level of trustworthiness.
Branded search volume is the number of searches for keywords containing your brand name. This is one metric for tracking your growth because it reflects user interest and awareness of your brand.
Often, Google assumes that people searching for these terms already know what they want, and likely intend to make a purchase. This is especially the case if a customer is searching for an already well-established brand.
Focus on a Niche
Your niche is where your product or service fits into the market. What do you offer, and who do you target?
If you want to perform well in SEO, focus on a niche. Google prefers topic-specific sites that provide specialised expertise.
Would you rather read medical advice on a blog that also discusses finance, home improvement, and cooking, or on an official medical site?
Focus on a specific offering to position yourself as an expert in your industry.
Intent is More Important than Ever
Search intent is crucial because Google wants users to be satisfied with the results they get.
The key here is to fulfil user search intent by focusing on SEO elements, like keywords and high-quality content. Otherwise, Google will not rank you in the top ranking positions because it can’t tell if your content actually meets those user’s needs.
To rank well on Google, you have to make your content useful by following the four primary types of user intent in mind:
Transactional: This query type suggests the user is planning on making a purchase. Example keywords: “buy,” “discount,” or “free trial.”
Informational: This query type suggests the user is seeking information on a topic. Example keywords: who, what, when, where, why, how.
Navigational: This query type suggests the user is attempting to locate a specific webpage. Example keywords: “[name] login,” or “[brand name]”
Commercial Investigation: This query type suggests the user is trying to narrow down purchase options. Example keywords “best laptops under $1000”
Match your content to the type of intent you’re aiming to satisfy.
Let’s take the laptop example. You’re a tech retailer getting a lot of traffic for searches on “best laptops under $1000,” but conversions are low. While many brands would target this keyword as transactional, it’s actually commercial investigation.
So, what does optimisation look like?
For this example, you could create a comparison guide including a table with specs, price, reviews, FAQs, and even keyword-targeted sections like “best laptops for students and professionals.”
Search Everywhere Optimisation: The New SEO
Search engines no longer govern the market on search. Non-search platforms like social media and generative AI engines, are increasingly being used for search and discovery. This is what search everywhere optimisation is all about.
You can no longer assume users are only using search engines to find information, brands, services, or products they may need. They’re also using market places, social media, and generative AI.
This means you need to adjust your SEO strategies to include everywhere. Here’s how:
Social media: platforms like tiktok and instagram prioritise engaging, visual content. Optimise by using trending hashtags, creating shareable posts, and collaborating with influencers.
Generative AI: tools like chatgpt are shaping search behaviour by delivering conversational and comprehensive responses. Businesses should focus on producing concise, relevant, and authoritative content to rank within these engines.
Marketplace: Amazon and similar sites act as search engines for product discovery. Ensure product titles and descriptions are optimised, and add reviews wherever possible.
It’s true that SEO has evolved with changes in the digital landscape, like user search behaviour and zero-click searches. But regardless, SEO will be around as long as the platforms we use for search.
The key takeaway is to modify and adapt your SEO strategies to reflect the above changes - like expanding your reach on non-search platforms or following new seasonal keyword trends.
Footnotes
[1] https://gs.statcounter.com/search-engine-market-share/all/new-zealand
[2] https://zyppy.com/seo/google-index-size/
[3] https://neilpatel.com/blog/google-leaked-search-document/
