Search Engine Optimisation in 2025

Search engines used to be the sole place people turned to when looking for information…

However, in 2025, search is happening everywhere, not just on Google. Today, your audience is searching on social platforms like TikTok and Instagram, within marketplaces such as Amazon, and on video-sharing platforms like YouTube. Add to that the increasing prevalence of voice search and visual search, driven by smart assistants like Alexa, Siri, and Google Home, and it becomes clear: the search landscape has fundamentally changed.

As search becomes more diverse and fragmented, it’s essential for businesses to understand where and how their audience is searching. It’s no longer just about optimising for a single search engine but for multiple platforms that drive engagement. To thrive in this environment, businesses need a clear, comprehensive strategy that considers how people discover, consume, and interact with content across a variety of platforms.

Why the search landscape has changed

In 2025, search is not limited to traditional search engines.

Voice search is becoming increasingly popular. Devices like Alexa, Siri, and Google Home are now an integral part of everyday life, creating an entirely new search dynamic. Consumers ask questions verbally and expect quick, concise answers. Google’s AI advancements are reshaping organic search, meaning businesses now need to consider how AI interprets and ranks their content for better visibility.

Furthermore, visual search is rising, with platforms like Pinterest and Google Lens allowing users to search by images. This shift highlights the importance of creating content that’s optimised for visual discovery, in addition to traditional text-based search.

Social media platforms, once considered places for brand awareness and engagement, are now powerful search engines in their own right. People no longer just scroll for fun; they are actively searching for products, services, or solutions to their problems on platforms like Instagram, TikTok, and YouTube. These platforms prioritise engaging and informative content that answers specific queries, making it crucial for businesses to adapt their strategies accordingly.

Understand where your audience searches

Knowing where your audience is and where they’re heading is critical in the new search landscape. For example:

• Social platforms: TikTok’s search function is growing, especially with its integration of hashtags and keyword search, helping businesses target users who are looking for specific topics or products.
• Marketplaces: Amazon has become a go-to for product searches. In fact, 63% of consumers begin product searches on Amazon, far outpacing traditional search engines. Optimising your presence in these environments is key to getting found.
• Video platforms: YouTube, now the second largest search engine, has evolved into a go-to platform for how-to guides, product reviews, and services. Video content optimisation remains critical for gaining visibility here.
• Voice search: In 2025, half of all searches are expected to be voice-activated. To optimise for voice search, businesses need to focus on conversational keywords, FAQs, and clear, concise answers.

With so many platforms to consider, it can be overwhelming for businesses to decide where to focus their efforts. That’s where WYS communications steps in to help you navigate this landscape. We simplify digital chaos by identifying the right channels for your business, mapping where your audience is, and validating the most effective platforms for engaging with them.

Optimising your digital presence across platforms

To effectively engage in this ever-evolving landscape, businesses must optimise their content for each platform’s unique search functionality:

1. Focus on multi-channel content creation: Your audience is searching on various platforms. Ensure that your content is tailored to the specific search behaviour of each platform. For example, optimising videos for YouTube, images for Pinterest, and voice search-friendly content for smart assistants.
2. Integrate SEO with social platforms: TikTok, Instagram, and even Facebook are now search engines. Optimise your posts with keywords, hashtags, and location tags to improve discoverability. Quality content that aligns with user intent will rank higher, whether on Google or TikTok’s FYP.
3. Optimise for voice search: People search differently when using voice assistants. To make your content voice-search-friendly, think about the natural language people use when speaking. Focus on long-tail keywords and structured data (like FAQs) to improve your chances of appearing in voice search results.
4. Leverage AI and machine learning: Google’s AI updates are changing the way search results are ranked. Create content that answers questions directly, is mobile-friendly, and focuses on user intent to align with AI ranking algorithms.
5. Track and optimise your content performance: It’s important to constantly monitor how your content is performing across different platforms and search types. Use analytics to assess which platforms generate the most traffic, conversions, and engagement, and adjust your strategy accordingly.

Best practices for successful SEO in 2025

To stay ahead in the evolving search landscape, here are some best practices to keep in mind:

• Create conversational content: Adapt your content for voice search by using natural language. Write like you speak, and focus on answering questions that your audience is likely to ask.
• Optimise for mobile-first: As mobile usage continues to rise, it’s vital that your website and content are optimised for mobile. Google now ranks mobile-friendly sites higher, and most voice searches are conducted via mobile devices.
• Focus on user intent: Search engines are becoming more sophisticated in understanding user intent. Create content that addresses specific problems, needs, or desires your audience has, and ensure it’s easy to read and engaging.
• Leverage rich snippets: Rich snippets, like FAQ sections, help businesses get noticed in search results. Optimise your content with structured data to increase visibility.
• Stay updated with SEO trends: With the rise of AI, voice search, and visual search, staying updated with SEO trends is critical. Subscribe to SEO blogs, attend webinars, and continually experiment with your strategies.

Book a FREE digital marketing review with WYS communications

Are you ready to navigate the evolving search landscape and make SEO work for your business in 2025? At WYS communications, we offer a FREE, no-obligation digital marketing review to help you refine your search strategy. We’ll assess your current digital marketing efforts, validate the best channels for your business, and provide actionable takeaways to help you grow online.

This service is completely free with no obligations – whether you take action on our recommendations with your team, by yourself, or not at all. Spaces are limited each month, so don’t miss your chance to receive personalised, expert feedback on your digital marketing strategy.

Contact WYS communications today to book your FREE review and start mastering the search landscape in 2025!