SEO isn’t dead - but it’s evolving fast.With AI-powered search engines, social discovery trends, and shifting user behaviour, the way brands achieve visibility and organic traffic is changing. Traditional SEO tactics - like keyword-stuffing and ranking-chasing - are no longer enough.TL;DR - What’s Changing in Search?Google is prioritising search intent over keywords, context over word count, reshaping how businesses need to create and optimise content.AI-generated search results (Google’s AI Overviews, ChatGPT, Gemini, Perplexity) are reducing clicks to traditional web pages.Zero-click searches are increasing as users get instant answers from the likes of AI Overviews or within chats with GPT, Perplexity, Gemini and more.Social platforms like TikTok & Instagram are now search engines in their own right - especially for Gen Z shoppers.📢 The big question: How can brands stay visible in an era where traditional SEO is being disrupted?In this guide, we'll break down what we think are going to be the driving factors of a successful SEO campaign - but know this: SEO in 2025 isn’t just about rankings; it’s about adaptability, intent, and omnipresence.The Biggest SEO Shifts in 2025Search Intent is Replacing Keyword RankingsIn the early days of SEO, the strategy was pretty straightforward: identify high-traffic keywords and optimise your content around them. However, as search engines have evolved, so has their ability to understand the nuances behind user queries. Today, it's not just about the words people type, but the meaning and intent behind those words.Search engines like Google have become adept at interpreting the context of a query, aiming to deliver results that best satisfy the user's underlying intent; are they looking for information? advice? the best place to buy kids' shoes within a 5km radius?. It's all about the need behind the search. This means that simply matching keywords is no longer sufficient; your content must align with what the use...