Trends come and go, leaving businesses scrambling to adapt. But one question that consistently arises is whether Search Engine Optimisation (SEO) is still a relevant strategy. With the proliferation of AI-driven search technologies, voice search and social media platforms, it’s worth evaluating the place of SEO in 2025.

The evolution of search

Search engines, primarily Google, continue to dominate how users find information online. However, the mechanics of search have evolved dramatically. Algorithm updates like Google’s Helpful Content Update and the integration of AI-powered features, such as Bard and ChatGPT, have reshaped search engine results pages (SERPs). Users now seek not just information, but contextually relevant, high-quality content that answers their queries comprehensively and efficiently.