How will SEO change in the next 24 months? What to expect and what business owners should prioritise

Last April, TRAFCK published an article about how search engines were on the cusp of significant change – and those predictions are proving accurate.

Google CEO Sundar Pichai said in 2024 that search is poised for profound transformation not just in 2025, but as early as the beginning of the year.

But what does this mean for businesses striving to drive users to their websites, and where should they focus their efforts?

1) The Rise of Google Discover

As generative AI reshapes user behavior – through conversational AI and direct-answer capabilities – Google Discover is set to grow as a dominant source of traffic for everyone, not just publishers. Users increasingly prefer curated content delivered to them over the traditional active search process.

At TRAFCK, we’re confident that Google Discover represents the future of search traffic.

Google Discover delivers a personalised feed based on user interests, search history, and browsing behaviour. With an overwhelming amount of content available online, users are gravitating towards platforms that cut through the noise and deliver relevance seamlessly.

Google Discover’s recommendations are also becoming more accurate, engaging, and tailored.

Currently, publishers are the primary content creators leveraging Google Discover as a traffic source. This leaves a vast, untapped opportunity for brands to step in and take advantage.

TRAFCK recommend doubling down on Google Discover this year.

TRAFCK’s top tips for businesses include:

• Focus on content relevance: Craft content that aligns with users’ interests and trending topics.
• Prioritise E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Build credibility to boost discoverability.
• Optimise visual assets: Ensure engaging imagery accompanies articles to improve click-through rates (CTRs) in Discover feeds.

2) AI-Driven search optimisation

The impact of AI on SEO cannot be overstated – it’s set to reshape the landscape over the next 24 months as search engines become increasingly intuitive and user-focused.

Google’s Search Generative Experience (SGE) is leading this shift, prioritising rich, conversational, and contextually relevant content. AI is also driving greater personalisation, tailoring search results based on user behaviour, preferences, and intent.

To adapt, businesses should:

• Produce human-first content: Create high-quality, expert-led material that directly addresses user queries and needs. The era of low-quality blog spam is over.
• Leverage structured data: Implement schema markup to help AI understand your content and surface it in enriched search formats.
• Prioritise Core Web Vitals: Ensure your website is fast, mobile-friendly, and offers an exceptional user experience. While Google’s stance on Core Web Vitals keeps changing, user experience is a consistent priority.
• Stay informed and agile: Regularly monitor developments in AI-powered search and adapt accordingly to remain competitive.

By embracing these practices, businesses can future-proof their SEO strategies and thrive in increasingly sophisticated search environments.

3) Multi-algorithm search optimisation

Traditionally, SEO efforts have been heavily focused on Google. However, 2025 will mark a turning point as businesses broaden their optimisation strategies to include platforms like Bing, YouTube, TikTok, Instagram, and AI-driven tools such as ChatGPT and Perplexity.

Each platform operates with its own algorithm, prioritising factors like engagement, content relevance, and user intent.

4) Hyperlocal Search

Hyperlocal search is gaining traction as users increasingly seek location-specific information, particularly for service-based businesses.

To capitalise on this trend, businesses should:

• Optimise their Google Business Profile for local visibility.
• Ensure consistent NAP (Name, Address, Phone Number) data across online directories.

By focusing on hyperlocal SEO, businesses can capture relevant traffic and dominate local search results.

5) Influencer-driven SEO

Over the next two years, influencer-driven SEO will play a more prominent role in digital marketing strategies.

Influencers can generate high-quality backlinks, enhance brand authority, and improve organic search visibility. To benefit from this, businesses should:

• Form authentic partnerships with influencers whose audience aligns with their target demographics.
• Collaborate on content that naturally integrates keywords and links.
• Focus on building trust and credibility through genuine endorsements.

The next 24 months will bring sweeping changes to SEO. From the rise of curated discovery platforms like Google Discover to the integration of AI and multi-algorithm strategies, businesses must remain agile to stay competitive.

By prioritising quality content, cross-platform optimisation, and emerging trends such as hyperlocal and influencer-driven strategies, businesses can secure their place in the evolving digital landscape.

TRAFCK can help you stay ahead of the curve. Get in touch today at hi@trafck.co.uk.