The SEO landscape is developing faster than ever — new technologies such as AI models, changing user habits and a variety of platforms are calling for a radical rethink. Google continues to dominate the market, but ChatGPT, Perplekity and Social Search alternatives are rapidly gaining in importance. In this blog, you will learn which trends are shaping 2025, how you can adapt your strategies and why it is more important than ever to consistently focus on user needs.
Search engine optimization (SEO) is rapidly evolving. The year 2025 is characterized by several key trends that companies should consider in order to successfully align their digital strategy. An overview of the most important developments:
With a market share of 80.3% in the desktop sector, Google remains the dominant player in the search engine market. Nonetheless, alternative search systems are gaining in importance. Thanks to the integration of ChatGPT, Bing has a market share of around 12% in Europe. At the same time, it is becoming apparent that social media such as Instagram and TikTok are increasingly being used as search portals. In Switzerland, 64% of the population aged between 15 and 75 is active on social media every day and uses these platforms specifically to search for trends, products and inspiration. Younger target groups in particular are driving this development forward. (Statista, IGEM)
To remain relevant, companies should strategically optimize their content for various channels — from classic search engines to social networks and AI-powered platforms.
With the introduction of AI overviews, Google has taken the next step in the evolution of search, with other providers currently leading the way and presenting the better models in our market area. AI search engines provide accurate answers to complex queries by consolidating information from various sources. Although the AI overviews are available in over 100 countries, the feature has only been introduced in the UK in Europe so far. Due to regulatory requirements and data protection regulations, an introduction in Switzerland is expected by 2025 at the earliest. (The Verge)
AI-based search systems such as ChatGPT Search and Perplexity therefore currently dominate the Swiss market in the area of AI search engines. (Statista)
Google is aware of the challenging situation. Sundar Pichai, CEO of Google, emphasized: “We are at a critical juncture where search will fundamentally change. Our focus is on solving real user problems through innovation” (Source: CNBC).
Google is working hard to develop new technologies such as the Gemini AI model in order to take a leading role in competition with AI search systems such as ChatGPT and Perplexity and to secure its market position. At the same time, the increasing frequency of Google Core updates — a trend that was already noticeable at the end of 2024 — requires a strategic realignment in the area of search engine marketing. Quality, user experience and trust remain key criteria, but companies must also adapt to potential changes in search engine algorithms. A forward-looking strategy that both takes technological innovations such as Gemini into account and responds flexibly to core updates will be crucial in 2025 to remain competitive.
Many SEO tools are geared towards Google. They offer extensive functions such as keyword research, technical analyses and ranking monitoring — primarily for optimizing websites using Google's algorithms.
As the search landscape diversifies, these tools face new challenges:
Despite the challenges, SEO tools continue to provide valuable insights:
Even though SEO tools must expand their focus, their use remains a key advantage. The basic optimizations they enable are universally applicable and have a positive effect on any type of search — whether Google, Bing or social search. Companies should strategically use these tools to make data-based decisions and remain competitive in the dynamic digital landscape.
In 2025, local and technical optimizations will remain essential to meet user needs in a targeted manner and meet search engine requirements. During Local SEO Helps companies to be visible in regional searches, ensures Technical SEO for the smooth functionality and findability of a website.
Local and technical SEO measures should be seamlessly integrated into a holistic SEO strategy in 2025. Companies that pick up on these trends early on benefit from increased visibility and a better user experience.
A strong digital presence on multiple platforms is essential. Companies that rely exclusively on a presence on Google are giving away potential. Social media and alternative search systems must be integrated into the SEO strategy. At the same time, data is the key to understanding the needs of target groups and to tailor content accordingly. Regular analyses of user behavior and search patterns help to optimize strategies based on data. (IGEM)
I've been in the SEO world for a long time, but I've only been working intensively on detailed operational implementation for about one and a half years. That's why I find it incredibly exciting to see how the term SEO approaches its true meaning. It is no longer just about Google and the tweets and comments of individual Google gurus — SEO is becoming more diverse, comprehensive and, above all, more holistic. The new developments offer exciting opportunities, but also challenges that must be tackled strategically.
Google remains a central component, but SEO opens up completely new opportunities through platforms such as Bing, social media or AI-supported search systems such as ChatGPT Search and Perplexity. This requires a rethink: SEO is no longer just keyword optimization, but a versatile process that focuses on the needs of users. That is exactly the approach we take at Yoline:
The basis of every SEO strategy should be the customer. This means specifically selecting channels, strategically planning content and, above all, maintaining it in a user-oriented manner. With voices, texts, videos, reports, live broadcasts,...
A few tips that won't damage your brand in 2025:
SEO is not a one-time task, but an ongoing journey. In 2025, this will be more obvious than ever. The digital landscape is changing rapidly, and only those who think strategically can remain successful in the long term. The key is to continuously identify weak points, implement measures and adapt to the competition over and over again.
One GAP analysis forms the basis for this: Where do we stand compared to our competitors? What gaps can we fill to give ourselves a head start? Based on these findings, the aim is to optimize in a targeted manner — from the technical basis to content to the selection of the right channels.
But that is not enough. SEO requires Consistency and flexibility: It is only through continuous monitoring, regular adjustments and proactive measures that you can still score ahead of your competitors tomorrow. Anyone who sees SEO as a journey and not as a destination keeps their finger on the pulse of time and takes advantage of every opportunity that comes along the way.
SEO (search engine optimization) refers to the practice of optimizing a website so that it is better found in search engine results. The aim is to increase website visibility, generate more organic (unpaid) traffic and ultimately improve conversion rates. SEO comprises a variety of techniques, including keyword optimization, on-page optimization, technical SEO, and link building.
SEO reporting is the process of collecting, analyzing, and presenting data that represents your site's performance on search engines. It covers various aspects of search engine optimization, such as organic traffic, keyword rankings, backlinks, and technical SEO aspects.
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