Some things in life are constant—Google rankings aren’t one of them.
If you’ve been following SEO trends, you’ve likely noticed that organic search is more unpredictable than ever. Rankings are shifting faster, AI search tools are gaining traction, and traditional search engine behaviors are evolving. The impact? A new era of SEO that requires brands to rethink their online marketing strategies.
Let’s break down what’s happening and why AI is at the center of this transformation.
Google’s Ranking Volatility Has Surged
In 2024, Google’s search rankings became 26% more volatile compared to 2023. Some industries experienced even bigger spikes—especially those in niche markets. The only exception? Real estate, which remained relatively stable.
This turbulence isn’t random. AI-driven algorithm updates are rolling out more frequently, and Google’s ranking factors seem to be in constant flux. The key takeaway? Brands can no longer rely on past SEO strategies. Agility and adaptability are now essential for maintaining visibility in search results.
AI Search is Growing—But Google Still Reigns
AI-powered search tools like ChatGPT, Claude, and Perplexity are gaining popularity. However, they aren’t replacing traditional search engines just yet. A recent survey revealed:
- 71.5% of users have tried AI tools for searching, though only 14% use them daily.
- 79.8% still prefer Google or Bing for general information searches.
- Social media is becoming a major player, especially for product discovery among younger users.
The market is gradually shifting away from Google Search, and smart brands will recognize that SEO isn’t just about ranking on Google anymore. Brands need to optimize content for AI search tools, social media platforms, and for e-commerce, search engines like Amazon and Walmart.
Organic Click-Through Rates Are Declining
Another challenge? Fewer people are clicking on organic search results.
Google’s search engine results pages (SERPs) are packed with AI-generated answers, featured snippets, and ads—pushing traditional website links further down.
The decline in organic click-through rates (CTR) means that simply ranking high isn’t enough. Businesses must focus on crafting compelling meta descriptions, rich snippets, and engaging content to stand out in an increasingly AI-driven search landscape.
What This Means for SEO in 2025
AI is reshaping how people search—and how brands need to approach SEO. Here’s how to stay ahead:
- Optimize for AI search – Ensure your content is structured so AI tools can easily pull relevant insights.
- Leverage multiple search platforms – Google remains dominant, but social media, AI chatbots, and niche search engines are growing. Ensure you are creating content that resonates across platforms.
- Prioritize engagement – With lower CTRs, focus on making your content as interactive and compelling as possible.
- Stay agile – With volatility on the rise, brands must be ready to pivot strategies as AI-driven search evolves.
Is You SEO Strategy Ready for the AI Era?
The bottom line? AI is changing the game, but those who adapt will continue to thrive in organic search.
If you’re looking to future-proof your SEO strategy, Foundery can help. Our team specializes in AI-driven content and search optimization, ensuring your brand stays visible—no matter how the algorithms change.
Want a future-proof SEO strategy?
