2025 SEO Trends & Tips for Success

The constant updates and changes in SEO trends make it necessary to keep track of them. As algorithms become smarter every day to meet people’s need for information, trends that were groundbreaking a few years ago have now lost their popularity.

For example, we all witnessed how the voice search trend, boosted by the pandemic, quickly disappeared from trend lists because it failed to meet expectations and was found useful mostly only while driving.

Today, artificial intelligence (AI) is revolutionizing the way search engines operate. In 2024 SEO trends, AI’s impact on the entire industry and the way we produce work was the strongest candidate. For 2025, this trend is expected to evolve, transform, and make its presence even stronger.

Let’s dive into the 2025 SEO trends and tips for organic growth together.

Expectations in SERP Display for 2025: SGE & Personalized Results

Google, the most preferred search engine, had already started incorporating AI into its RankBrain and BERT algorithms to better understand user intent. In 2025, it looks like it will rely more on language learning models such as BARD, MUM, and PaLM2 for enhanced AI display and personalized results in SERP.

Last year’s expectations included SGE (Search Generative Experience) and the Search AI Overview feature (or search experience creation), which are anticipated to be more active this year and make a strong mark on the industry.

SGE displays look like the examples shown in the two source visuals below.

We all personally experience how globally preferred marketplaces have turned into search engines in their own right. After this shift in user needs, Google transformed the SERP display into a format where users can meet their purchase needs without leaving the SERP screen. (Although the feature hasn’t arrived in Turkey yet, we could still access the display through international sources.)

To achieve personalized result displays, transactional intent queries can be shown on Google SERP with a left sidebar filter that resembles the Amazon website experience.

Example query: buy iphone 16 pro max

Google lists results where users can make purchases directly on the results screen. With the filter area, it aims to enable SERP to be used as effectively as an e-commerce site, without the need for different search engines or supporters.

With the display flow of personalized results, the SEO industry expects the following effects.

1. Google will try to display ads related to the query in the AI Overview box or above it.

2. The AI search engine will show ads based on user preferences and past purchases.

3. Users will be able to shop directly from the results and answer box without leaving the SERP.

In summary, Google will transform itself into a shopping assistant and will continue to enhance this transformation with AI support in the coming years.

Changes in Organic Traffic & CTR Metrics

In 2025, the presence of SGE, AI display, and personalized results in the SERP is expected to affect organic traffic expectations. With Google providing deeper and more personal results through AI display, a general decline trend in organic CTR metrics is anticipated.

Since SGE displays cover 50% of the SERP, Google has started showing SGE results in a dropdown menu to keep competition viable.



This seems likely to impact websites in two ways:

1. Organic results displayed in the top 5 will have an increased potential to gain clicks.

2. CTR metrics will decrease because users will be able to access the answers they want directly from the SERP.

Beyond predictions, according to research provided by Smart Insights, the #1 position in Google’s organic search results now has an average CTR of 39.8%, while the #2 position has 18.7%, and the #3 position has 10.2%.

Backlinko’s CTR analysis explains that the top organic result has an average CTR of 27.6%, and cumulatively, the top 3 results capture 54.4% of all clicks.

Similarly, Search Engine Land’s analysis indicates that even though only 7% of searches include AI Overview, a decline in organic traffic was observed for content adapted to answer-based queries.

The screenshot below shows Similarweb’s 2020 data on CTR and zero-click results across desktop and mobile worldwide.




Source: In 2020, Two Thirds of Google Searches Ended Without a Click & Zero-click Google searches rose to nearly 65% in 2020

On the other hand, ranking high in organic results and occupying the zero-click position will become more important than ever.

Additionally, with SGE & AI display, new metrics/search features to measure organic traffic performance may enter our lives.