More Search Platforms To Come?

Like major players Facebook and TikTok, Google has been facing antitrust scrutiny. If the lawsuit which aims to end the illegal monopoly in some of these highly centrist markets leads to a ruling that requires Google to share its data, this welcome newcomers in the search platforms market– as Search Engine Land describe as one with improved speed, innovation, and competitiveness by using Google's data as their starting point. While this might not be a high possibility within a year, SearchGPT and Google Overview have been in the search platforms industry for quite some time, and this shows that searchers' behaviours change. And with that change, there is a movement from the conventional place of search, i.e., Google, to more prompt-based platforms. 

While the potential doubling of SEO workload sounds daunting, this transparency could benefit marketers because as the search engine land explained "...with clearer insights into information like Google’s ranking factors and user behaviours, making search results optimisation much easier". But with greater accessibility, Search Engine Land quotes that it will also be easier for others to manipulate their rankings. It is in the sense that poorly written content could top search results again just because they can do keyword-stuffing. The best preparation for 2025 is to 1/ refine your brand voice, 2/ plan your topic rotation, and 3/ stay informed about industry trends to stand out with unique, meaningful content.

More AI-Generated Contents Published

From copywriting to image generation, AI is doing more than ever, and this trend will only grow next year. This concern has already caught Google’s eye, as they strive to improve user experience by favouring authentic, meaningful content. 

As AI tools become even more popular, think about how you can use them in ways that enhance your unique brand. Generating content with AI can be the worst thing you can do if you are not customising your prompt to showcase your brand. We have done an article on prompts you can use here, but essentially you can also go beyond by creating a custom chatbot which tools ChatGPT and Gemini allow you to do so. Personalising your AI approach can help ensure your output isn’t a cookie-cutter copy of everyone else’s.

Authenticity and Authorship-Driven Content

Last year we talked about E-E-A-T and its mark in SEO. Well, things have changed ever since. AI is becoming more promising for content creators and searchers are slowly moving to the conversational-based search engine which is also thanks to AI. This pushes Google to level up its algorithm to not only push out the cookie-cutter content generated by AI but to also improve user experience. So, 2025 will be all about creating valuable, experience-based content. As discussed in our article about Google information Gain, AI-generated content is not cutting because they tend to be similar to one another. Starting from the topic and the opinion. If we have marketers like you asking AI to write about the same thing, imagine how many articles are being released that clog Google's system. This shows a lack of diversity in opinion, which is exactly Google's nightmare because it turns off searchers.