Digital Marketing Trends in 2025: SEO

Generative Engine Optimization (GEO): The New SEO

Simply put, Generative Engine Optimization is about making your content usable by AI. When people ask AI platforms, whether it’s ChatGPT, Gemini or others, they ask one question and expect one fast and good answer. The user writes a prompt, AI answers with a summary based on your website’s content (if you make the cut).

This is what these types of platforms do: they don’t just look at your content, firstly it tries to understand it and then it remakes it into simple answers. But you have to understand that these answer engines don’t copy information from anywhere, they get it from clear, clean, structured sources that look credible.

What GEO needs from you:

• You need to think like your user - write content that matches how people ask questions. Don’t overcomplicate it, say something like ‘What is GEO?’. It’s simple but it gets the point across.
• Easy to follow, easy to get noticed - to put it simply, your content needs to have an easy-to-read structure: bullet points, numbered steps, short paragraph, subheadings.
• Answer the question - don't bury the point in a paragraph, you need a short, direct answer immediately under the question.

Remember, this isn’t classic SEO, but it’s where visibility is going.

Zero-Click Searches: You still show up, even if nobody clicks

The majority of searches now end without a click. Users get their answers from the search results page or from AI summaries. That means the definition of visibility has changed.

Users get what they need right there - no click required. But if your content shows up in the first page of Google, you're still part of the conversation. You're still influencing what people see, think, and believe. Just without the traffic numbers to prove it.

To do that you need:

• Structure content for featured snippets - if you want to land there, write like your content is answering a quick question. Use short paragraphs, bullet points, and short definitions. Keep it simple and direct.
• Answer questions in the first lines of your page - for example, if your first page is titled ‘What are zero-click searches’, your first sentence should answer that. No intros, give the response immediately.
• Use headers that match what people actually search - people search using full questions. Your headers should match that. Don’t overcomplicate it, write the same way someone would type into Google. This helps search engines and AI tools understand your content and use it as an answer.

Don’t measure success only in traffic, visibility without clicks is still important.

Mobile-First & App Indexing: Why are we still talking about this?

Most people use their phones to search for anything; it’s not something new. What’s changed is that Google now looks at your mobile site first when deciding how to rank your content. If the mobile experience you offer is slow and broken, it doesn’t matter how great your site is for other devices.

Your mobile site should follow 4 important things for it to succeed:

• Speed - if your website loads in 3-5 business days, you’re out. Most users leave if the site doesn’t open in the first 2 seconds.
• Clarity - buttons should be easy to tap, text should be easy to read.
• Navigation - people should be able to find what they need with one hand, menus should be simple and put the important information first.
• Clean layout - every button should be big enough to tap without missing, avoid design chaos and forget those pop-ups that cover the screen.

Bottom line, if your site doesn’t work on the phone, it doesn’t work for anyone, not even for AI.