The year 2025 marks a major turning point in the world of SEO, with the integration of artificial intelligence at the heart of Google Search. The arrival of AI agents such as Gemini and the move towards generative search engines will profoundly change traditional SEO strategies. Today's users expect AI-generated answers that are personalised and immediate, radically changing search intent, SEO and the way content is produced.
In this new ecosystem, the impact of AI is such that some are already talking about the end of SEO as we know it. However, it's not a question of disappearance, but of transformation: natural search is evolving to adapt to the new rules of the game dictated by Google, AI algorithms and online search behaviour. The challenge? Adapting your SEO strategy to optimise your visibility, while guaranteeing a coherent and relevant user experience.
AI-generated content, conversational formats, faqs, enriched extracts and loading speed are becoming essential levers for answering the follow-up questions that users ask. In this context, traditional search engines are giving way to an intelligent search engine, capable of interpreting each query according to its context and personalising search results.
This article guides you through the SEO trends of June 2025, the opportunities offered by AI and SEO, and concrete ways of taking advantage of this digital revolution. Find out how to transform SEO, what are the best practices in content creation, and how to capture traffic for sites in the conversational world of Google Search.
Google search in 2025: an AI-driven conversational engine
A new approach to research
In 2025, Google Search is no longer simply a traditional search engine; it is becoming a conversational assistant capable of interacting with users via similar AI agents such as Gemini. These AI agents understand context, track follow-up questions, and generate accurate AI answers, often replacing the need to visit source sites.
This radical transformation of online search is based on artificial intelligence applied to search, which is profoundly changing queries and the interpretation of search intent. Quality content remains central, but it must now be structured to interact with the algorithms and respond to the conversational logic of search.
Towards conversational SEO
With the integration of AI, content needs to be adapted to the conversational format: more synthetic, more direct, more useful. AI-generated content is on the increase, but human content creators still have an advantage when they can combine relevance, expertise and adaptation to Google's new algorithm.
Users ask questions, and Google responds with search results from AI databases, often without clicking. This poses new traffic challenges for websites and reshuffles the SEO deck.
Generative search engines are changing the game
Google's dominance is also being challenged by competitors such as ChatGPT, part of the OpenAI platform, which also offers AI-enhanced search. This competition is stimulating innovation and redefining the rules of natural search in 2025.
SEO in 2025: what strategies should be adopted in the face of generative AI?
The end of traditional SEO?
Faced with the integration of AI into search, many experts are talking about a decline in traditional SEO. However, it's not a disappearance but a mutation: traditional SEO strategies need to evolve to adapt to algorithms that now prioritise AI-generated responses and useful content from the very first interaction.
Optimisation is no longer limited to keywords, HTML structure or loading speed. It's now a question of understanding search intent, offering content adapted to the conversational format, and structuring each website to reinforce its authority in this changing ecosystem.
Producing useful, contextualised content
Content creators must now produce user-oriented content that anticipates queries, provides relevant faqs and enhances the user experience. Optimisation is no longer just about search engines, but above all about the users themselves, through intelligent, targeted personalisation.
In June 2025, AI-generated content is ubiquitous, but Google still favours quality content, produced with a real understanding of the subject. Websites need to prove their value by enriching the online search experience, answering follow-up questions and following SEO best practice.
SEO opportunities and the new rules of the game
The impact of AI on SEO is also creating opportunities. Thanks to behavioural data and AI, it is now possible to personalise content according to audience segments, adjust pages in real time according to SEO trends, and better align marketing strategy with digital reality.
The year 2025 introduces new rules of the game where only responsive, useful and well-structured sites will succeed in standing out in generative search engines.
AI and SEO: the levers to activate to stay visible
Optimising for AI, without neglecting people
To remain successful in an ecosystem dominated by artificial intelligence, every website needs to optimise its content on two levels: for generative search engines like Google Search, but also for the end user. The aim is to appear in the AI responses, while encouraging people to visit the sites to find out more.
Structuring elements such as faqs, semantic tags and enriched formats (tables, lists, optimised extracts) are becoming essential. This enables the AI to better understand quality content and to draw the right AI-generated responses from it.
Natural referencing and search intent
Search intent remains at the heart of SEO for 2025. Queries are no longer formulated as isolated words, but as conversations: «What is the best AI tool for optimising my site? or »How can I adapt my SEO strategy to Google Gemini? This means that we need to rethink the use of keywords, and prioritise content built around real user issues.
Search engine optimisation is not disappearing - it's adapting. Semantic understanding, contextualisation and alignment between content and queries are now priorities.
Preparing for the future of research
As Google, ChatGPT and other platforms transform search, SEO strategies need to be forward-thinking. By anticipating trends, adapting content creation to new expectations, and collaborating with digital experts, brands can stay competitive.
SEO in 2025 is based on a global vision: integrating artificial intelligence applied to search, understanding the logic of algorithms, and aligning with the expectations of increasingly demanding users.
Conclusion: SEO and AI, an inseparable duo for 2025
The evolution of SEO and AI that began in 2024 has intensified with the widespread use of AI agents in search tools. This profound change is forcing companies to adapt to the new rules of the game, dictated by constant updates to Google's algorithms and the emergence of conversational search.
As Search Engine Journal recently pointed out, natural search is not disappearing, but it is changing radically. From now on, understanding how AI agents work, structuring content for interaction and anticipating search behaviour is becoming essential.
The challenge? To integrate these changes into your SEO strategy without losing sight of the essentials: creating value for users, and ensuring that your website remains visible in an environment where the search engines themselves are transforming.
Contact our SEO experts to raise your profile in the age of artificial intelligence applied to research. .
