Generative AI is reshaping search results
With the rollout of the Search Generative Experience (SGE), Google is now displaying AI-generated answers directly in search results. The outcome? Fewer clicks and higher expectations for relevance. If your website doesn’t provide clear, trustworthy, and fast answers to users’ search intent, it risks being bypassed altogether.
Google is reinforcing E-E-A-T criteria in 2025
Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are more important than ever to rank at the top—or appear in Google Discover.
To meet these expectations:
- Clearly display the author of every article
- Create detailed author pages with bios and external links
- Add credible sources and relevant outbound links
Winners and losers of this SEO update
Generic websites or content created solely with low-cost AI tools are being downgraded. The winners? Sites with a clear editorial voice, human-authored content, and genuine added value.
Google is prioritizing useful, context-rich content, written by experts, for a clearly defined audience.
How to adapt your SEO strategy in 2025
Here are Acxcom’s top recommended actions:
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- Conduct an SEO audit of your current content
- Strengthen your site’s technical structure (schemas, author pages, etc.)
- Build a content strategy focused on usefulness, relevance, and credibility
- Showcase your expertise through in-depth articles, practical guides, or case studies
- Update your Google Business Profile
Conclusion
In 2025, SEO is no longer just about keywords or publishing frequency. Google now rewards websites that provide real value, demonstrate expertise, and maintain a solid technical foundation.
Whether you publish regularly or occasionally, what matters most is offering useful, credible, and well-structured content. That’s what will keep you visible—whether in traditional results, Google Discover, or AI-powered answers.
Need help aligning your strategy with these new SEO rules? Contact us for a personalized audit of your current online visibility.
