Will AI Rewrite SEO Standards? Your Guide to 2025 and Beyond

Artificial Intelligence (AI) is transforming the world at an astonishing pace, particularly within digital marketing. It has become the engine reshaping the future of the internet, online search, and Search Engine Optimisation (SEO) is no exception to this comprehensive change!

This raises the crucial question: Will AI fundamentally alter existing SEO standards and rules? And is your current SEO strategy equipped for this transformation?

Let’s be perfectly clear: the traditional SEO rules that proved successful for many years are no longer sufficient on their own to achieve desired success in the AI era, which has only just begun! Evolving user behaviour towards conversational search and the integration of AI into search processes are gradually, yet rapidly, changing the formula for optimal SEO standards.

Therefore, in this article: We will provide a clear guide to understanding these critical shifts in SEO standards and rules anticipated for 2025 and beyond. We will also equip you with practical steps to adapt your strategy to these changes, starting from deeply understanding search intent, all the way to the new search engine optimisation criteria needed to keep pace with AI’s impact in this field.

Let’s begin by outlining the most important SEO standards for 2025, divided into sections:

I: User First: Enduring SEO Standards – Past, Present, and Future

Before we delve into the latest news and AI-driven transformations, let’s review the most important, non-negotiable SEO standards whose significance has only grown in the new SEO era. We’ll list them in order of priority and importance:

1: The Underlying Search Intent Behind Every Query

It has become evident in recent years (even before the emergence of AI models like ChatGPT and Gemini) that superficial keyword targeting is no longer effective! Search engines, spearheaded by Google, now understand: not just what the user is searching for, but also why they are searching. This is known as Search Intent.

Definition: What is Search Intent?

“Search intent (also known as ‘user intent’) is the specific goal a user has when they type a query into a search engine. In other words, why are they searching? What do they hope to find?” Source: What Is Search Intent and Why Does It Matter? (Moz)

What are the 4 types of intent in SEO?

There are four main types of search intent:

Example of Search Intent:

• Someone searching for: “sunglasses” likely wants to buy from an e-commerce store (transactional intent), not research information or a specific website.
• Someone searching for: “are sunglasses bad for your health?” is seeking information and answers to their question (informational intent), and does not intend to buy sunglasses (transactional) or get help with a purchase decision (commercial) at that moment.

2: E-E-A-T Criteria (Experience, Expertise, Authoritativeness, Trustworthiness)

What is the concept of E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are criteria established by Google to filter search results and verify the highest possible degree of accuracy and reliability in results, especially for information and topics concerning Your Money or Your Life (YMYL). In brief, they mean:

Experience

Since 2022, Google added this criterion to its content quality assessment standards. Experience means that the person who wrote the content should demonstrate that they have first-hand knowledge or experience in the field they are writing about. This criterion is important for topics requiring personal experience from the content creator.

Example: An article reviewing “product X” written by someone who has actually used the product.

Expertise

This refers to the “level of knowledge or skill the content creator possesses in a specific field” (Google’s definition). This criterion is particularly crucial for topics requiring specialised knowledge or professional certifications.

Example: A medical article written by a doctor, or a programming guide written by a software engineer.

Authoritativeness

This addresses: Is the content creator or website known and respected in the field they write about? Authority is determined by factors such as backlinks from other reputable sites, media mentions, awards, and recognition from other experts in the field.

Example: A well-known news website, or a blog authored by a renowned expert in a specific domain.

Trustworthiness

This means: Is the content creator or website sufficiently trustworthy? It’s determined by factors like the accuracy of the information provided, transparency, clear privacy and security policies, and positive user reviews and ratings.

Example: An e-commerce website with a clear returns and refunds policy, or a financial site that verifies studies and statistics before publication and cites its sources.

3: Seamless Technical Experience and Mobile-First Focus (Core Web Vitals & Mobile-First Indexing)

The final crucial part of the “user-first” principle concerns technical aspects (technical SEO), which fall under On-page SEO factors. These technical SEO requirements include loading speed, mobile responsiveness, and more. They can be summarised in two main points:

Mobile Responsiveness – Google Indexes Mobile-First

Previously: Google’s bots would crawl the desktop version of your website first. Now, they primarily crawl the mobile version to assess content, browsing speed, and usability on mobile devices. If there’s a discrepancy between the mobile and desktop versions, their assessment will focus on the mobile version! This is logical because:

• The majority of global internet traffic comes from mobile devices. Some sources report figures exceeding 59.45% of total traffic.

  

Core Web Vitals Metrics: Loading Speed, Responsiveness, Visual Stability

What are the three metrics of Core Web Vitals?

Core Web Vitals are a set of metrics Google uses to measure user experience on websites. Currently, Core Web Vitals consist of three main metrics, with globally recommended figures as shown in the table below:

Note: You can measure these metrics, along with many others, using Google’s free tool: PageSpeed Insights.

To conclude this section, we can deduce that a superficial focus on keywords is an ineffective method that doesn’t yield tangible, sustainable results. It is now essential, not a luxury (especially in the age of AI), to prioritise user experience!

II: How Will AI Change SEO Standards? – New Developments: AI Overviews and More

A year ago (April 2024), Google launched a new feature in Google Search, initially only in the USA, called AI Overviews. This is an intelligent integration of AI within the Google search engine, allowing users, for instance, to input a complete conversational command into the Google search bar. Google will then respond using its Gemini AI, suggesting relevant services, products, or any related information from the search engine. Here’s an example:

Unfortunately, this update was not welcome news for content creators and website owners. Although Google stated it would increase click-through rates (CTR) on links, the painful reality was different. An Ahrefs statistic showed that this AI Overviews update contributed to a 34.5% reduction in click-through rates! This is a significant figure.

More recently, in April 2025, Google added a new update to this feature: the inclusion of links within AI Overview texts when useful. Users can now click on certain words and go directly to web pages or other Google search results about those terms. They decided to add this update when they noticed users frequently manually searched for terms mentioned in these overviews, so they aimed to provide direct links to save time and improve user experience.

Is This Good News?

Unfortunately, this may not be good news for everyone! As mentioned, the average click-through rate (CTR) has already declined in the USA since the feature’s launch in March 2024. Even after the latest update in April 2025 (adding links within overviews), it may not be entirely positive, as some links lead to Google’s own search results instead of directing people directly to publishers’ websites.

However, on the other hand, many could benefit from this update, especially e-commerce businesses selling products or services. This update will enhance direct and precise access to potential customers based on their specific desires, and it might foster fairer competition by potentially reducing result biases.

How Can I Optimise My Site’s Content for AI Overviews?

It’s understood that by May 2025, the AI Overviews update has indeed been rolled out globally! This means the previously mentioned CTR statistics are likely to affect your site too.

Therefore, here are some simple measures you can take and focus on more in your strategy to optimise your content for this update:

In reality, there are no new magic bullets, but generally, you should focus more on the following SEO standards and practices:

• Continue to rank high in traditional Google SERPs (Search Engine Results Pages), because pages ranking at the top have a 53% higher chance of appearing in AI Overviews.
• Target informational keywords, as AI engines favour questions and educational content.
• Focus on questions and long-tail keywords, because AI prefers detailed and clear content.
• Satisfy search intent: This update’s primary goal is to improve user experience and meet their search intent in the best way possible.
• Focus on natural language: The new update is likely to steer user behaviour towards searching with complete, natural conversational phrases.

Growing Trends: Voice Search and Conversational Queries

• It’s known that 27% of people globally use voice search. This statistic is from 2018, and the general trend now indicates that voice search usage continues to grow.

  

  (Image caption from original: 27% of people worldwide use voice search)

• AI significantly and very accurately aids in understanding natural human language in both voice and text search.
• Conversational Queries: In recent years, users have tended to search with more precise phrases than before. For example, instead of typing “headache treatment,” a user might type, “What is the fastest way to get rid of a headache without medicine?”.

These evolving SEO requirements, which are increasing daily, make satisfying search intent in the best possible way the most important SEO rule now.

Does Google Penalise AI-Generated Content?

With the rise of AI and many users turning to AI-assisted content creation, Google and other search engines have tightened their standards to combat low-quality, AI-generated spam content.

It should be noted that Google’s stance on AI-generated content is not entirely oppositional! However, they reject “content created primarily to manipulate search rankings rather than to help users.” This is a key aspect of their current SEO guidelines.

III: Indispensable Foundations: Building Authority and Advanced Technical Signals

Another set of SEO standards relates to authority and advanced technical signals that build a website’s authority. The most important of these are:

Backlinks

You’ve likely heard about backlinks, and you might be wondering: are they still important?

The answer: Yes, they are still very important for SEO. It’s also worth noting that the concept of “building authority” has expanded to include topical reputation on sites like Reddit, Quora, and social media. This means that it’s not just about the number of backlinks; the quality, relevance, and authenticity of backlinks pointing to your site are also crucial.

Furthermore, search engines have become stricter and smarter in combating what is known as Parasite SEO. For example, buying backlinks in large numbers to deceive search engines is considered an unethical practice and can severely harm your website and brand.

Schema Markup and Semantic Understanding

What is Schema Markup in SEO, with an example?

Schema Markup is code that helps Google understand the content of a page (such as recipes, FAQs, articles, etc.). Examples include:

• FAQPage: For frequently asked questions
• HowTo: For step-by-step instructions and practical guides
• Article: For articles and news

IV: A Final Touch: Ethics of Using AI in Your SEO Journey

This broad and complex topic (ethics of using AI in SEO) can be summarised in the following points:

• Building Trust: Use AI transparently and respect user privacy.
• Protecting Privacy: Comply with laws like GDPR and CCPA and clarify how data is collected and used.
• Combating Bias: Ensure AI tools do not perpetuate discrimination or societal biases.
• Transparency: Clearly disclose when AI is used in content creation or decision-making.
• Human Oversight: AI should be an assistant, not a replacement, with continuous human monitoring to ensure adherence to ethical values.

Additional resources from Google on the topic:

“Creating helpful, reliable, people-first content”

“Google Search’s guidance about AI-generated content”

Conclusion

While it’s true that AI is driving a radical and comprehensive transformation in SEO standards, the essence of success remains singular: placing the user at the heart of your strategy, balancing innovation with authenticity.

Adapting to these variables is not an option or a luxury; it is an urgent necessity to stay ahead and succeed. Start today by reviewing and refining your strategy, and seize the opportunity to remain competitive in an era where AI is rewriting the rules. And always remember:

Sustainability lies in quality, not speed 🚀

To successfully implement SEO standards for 2025, you need an expert partner. Comma offers you:

• Comprehensive analysis of your website and competitors.
• Advanced technical and on-page optimisation.
• Effective link-building strategies.

Contact us today and start your journey to success in search engine rankings!