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SEO 2025 – how have artificial intelligence and new algorithms changed the rules of the game?

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SEO Changes 2025

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SEO 2025 – how have artificial intelligence and new algorithms changed the rules of the game?

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2025 brings a flurry of changes to the world of SEO . From rapidly evolving artificial intelligence, to Google algorithm updates, to new guidelines for content creators—all of this impacts website visibility in search engines. How can you prepare? Here are the most important changes and recommendations!

Disappearing Google My Business Reviews – A Global Problem

Reviews That Disappear… But Not Quite

More and more businesses are reporting that the number of visible reviews on their Google Business Profiles is suddenly decreasing. Google admits this is a technical glitch—reviews aren't deleted, but they may temporarily disappear from the count.

What to do?

  • First, just hang in there – Google is working on a fix.
  • If more than 10 reviews have disappeared, monitor the situation or report the matter to support.
  • Check your profiles on Google Maps as well – some errors only appear there.

Google's New Content Quality Guidelines

Authors under the microscope of the algorithm

Google updates Quality Rater Guidelines, emphasizing the importance of:

(The rest of the article can be found below the form)

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  • Identity and credibility of authors,
  • Freshness and accuracy of content,
  • User Experience (UX).

This means it's worth creating content under an expert's name and clearly communicating who the authors of articles are (e.g., through the "About Us" section). Furthermore, UX can't be just an add-on—it's now one of the pillars of a website's evaluation.

Biographies only with sense

Google's John Mueller warns against using author biographies strictly as an SEO tool . Such practices are easily detected and can be counterproductive. Authentic, valuable biographies build trust and enhance a website's quality.

UX and Indexing – No More Infinite Scrolling

Pagination is making a comeback

Google is warning recipe site owners (and others) that excessive scrolling makes it harder for crawlers to index the content. Recommendations:

  • Enter pagination.
  • Include a "Skip to main content" button.
  • Minimize aggressive advertising.

Best practice? Make it easy for users to find key information in the first few seconds.

Artificial intelligence is changing the rules of the game

Google AI Mode and AI Overviews

Google is testing a new AI-powered search experience, AI Mode , that answers user questions in a chatbot-style manner. A test version (based on Gemini 2.0) is already live internally, with an official launch planned for later this year.

Meanwhile, the AI ​​Overviews feature has launched in Europe. The AI ​​generates answers directly in the SERPs, often obscuring traditional search results. The result? CTR may drop as users click links less often.

How to defend yourself?

Create content:

  • precisely answering user questions,
  • fact-rich and well-structured,
  • attention-grabbing — even when quoted by AI.

AI and SEO and AEO strategies

Analysis of over 69 million clicks shows that visibility in AI (so-called AEO – Answer Engine Optimization) and classic SEO doesn't always align. It's worth examining your industry – in some categories (e.g., CRM), AI cites the same sources as Google Search, while in others (e.g., fashion products), they cite completely different ones.

Microsoft, Claude and the Polish AI Model

Microsoft is introducing AI Overviews in Bing. Additionally, Anthropic's Claude 3.7 model has been made available in the API—perfect for website analysis and programming. And in Poland? The first Polish AI model (PLLUM) has debuted , though its effectiveness still requires refinement.

Technical changes in the Google ecosystem

Publisher Center and Structured Data

Google is simplifying tools in Publisher Center by reducing their number and automating processes. New structured data (priceType and validForMemberTier) has been added for e-commerce, allowing for better presentation of pricing options.

Core Update, CTR and Indexation

Google has been undergoing a major algorithm update since March 13th. Interestingly, Google emphasizes that low CTRs can lead to a page being removed from the index , even if it's in the top three results.

The Search Console API comes to the rescue – data is now available with an accuracy of one hour, enabling ongoing analysis and responding to errors in almost real time.

Tomorrow's SEO: Adapt or Disappear

AI- and user-optimized content

Google wants content to be complete and useful , but… not entirely. Why? AI Overview can quote a snippet, but only an interested user will click through to read the whole thing. The balance between value and curiosity becomes crucial.

Generation Alpha and the New Search Habits

Younger generations (born after 2010) expect immediate answers, simplicity, and visual forms. They won't endlessly scroll through pages—they expect concrete results within the first few seconds. This will force marketers to redefine content.

Summary: SEO in 2025 is all about winning user attention in a world dominated by AI. SERP rankings are no longer the only thing that matters—but also CTR, UX, and the ability to be cited by AI. Those who don't adapt will be left behind.

FAQs about AI-driven SEO changes

The main topic is the continued expansion of AI Overviews (AI-generated summaries in search results) and Google's restrictive approach to mass-generated, low-quality AI content. Generative Engine Optimization (GEO) is gaining importance.

Yes, the phenomenon of zero-click searches is gaining momentum. Users are increasingly getting ready-made answers directly from Google. The solution is to optimize for very specific, long-tail queries and create unique content with proprietary data that artificial intelligence can't easily summarize.

The concept of EEAT (Experience, Expertise, Authority, Credibility) reigns supreme. Content must demonstrate that it was written by a human who knows what they're talking about—this requires original opinions, case studies, original photos, and the sharing of real-world experience, which AI doesn't possess.

It's absolutely essential. In 2025, algorithms are merciless towards sites that load slowly, are poorly optimized for mobile devices, and have unreadable information architecture. Even the best content won't stand out if the site falls short technically (especially in terms of Core Web Vitals).

Massively acquiring weak links from forums or backends is pointless. Effective SEO focuses on digital PR and acquiring links from trusted, thematically relevant, and industry-recognized domains.

Summary

The above article covers the following topics:

  • technical problems with displaying reviews in Google Business Profile,
  • updating Google's content quality guidelines,
  • Google's navigation and indexing recommendations,
  • the impact of artificial intelligence on search engines,
  • technical changes in Google tools,
  • the evolution of SEO strategies in terms of artificial intelligence and the Alpha generation.

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