Share article
It’s time to discuss strategy when it comes to Search Engine Results Pages (SERPs) during 2025. A lot’s changed in the past few years alone, and that means two things: getting SERPs right is harder than ever, but there’s also never been more ways to stand out. As with most things in marketing, challenge is just opportunity seen through a different lens.
Let’s explore how SERPs have evolved in recent years, and how you can use that knowledge to power an advanced, conversion-driving plan for 2025.
The changing face of SERPs
Gone are the days when search results were simple lists of blue text links. Over the past few years, Google’s SERPs have undergone a dramatic transformation. The results are now a vibrant, user-capturing mix of:
- AI-generated answers that summarise information directly within the search interface
- Featured snippets that pull the most relevant content to the top of the page
- Videos, images and infographics that cater to visual learners
Such diversity makes SERPs more engaging for users, but significantly raises the stakes for marketers. It’s no longer just about keywords and backlinks; you need to make sure your SERPs pop when they’re seen.
Why this evolution matters
It matters because marketing is essentially about leveraging change; change in user preferences, change in the market, and change in the platforms you use to promote yourself. Some companies are scared of change, but we recommend embracing it
So what does this change mean for search marketing? A few things:
1. Increased competition for attention
The inclusion of AI-driven summaries and multimedia formats means the top of the SERP is more crowded than ever. If you’re not leveraging these opportunities, your content risks being overshadowed.
2. Higher visibility = more clicks, leads and conversions
Rich content elements such as videos and snippets are not just aesthetic enhancements — they directly impact click-through rates. Users are more likely to engage with content that provides immediate value in a format that grabs the eye.
3. Meeting user expectations
Today’s searchers expect to find answers quickly and in their preferred format; whether that’s watching a video, reading a quick summary, or diving deep into an article. Catering to these preferences builds trust and keeps your audience coming back.
How to win the SERPs battle in 2025
If you’re looking for a back of the box quote, the answer is: diversity. Diversity of formats, diversity of SEO, and diversity of who — or more pertinently, what — your content is optimised for.
1. Juice up your content with diverse formats
Google rewards pages that provide diverse and useful formats. Incorporate the following to get ahead:
- Videos: use explainer videos, product demos, or customer testimonials
- Infographics: visualise data and processes to engage users
- High-quality visuals: use optimised images that load quickly and add value to your content
2. Leverage technical SEO (especially schema markup)
Technical optimisation can be the difference between being ranked and noticed or being buried in a sea of same-same results. Focus on:
- Schema markup: help Google understand your content better with structured data. Can be used to make your SERPs richer and more engaging
- Snippets and Q&A: format content to answer common questions directly
- Page speed and mobile optimisation: ensure fast load times and a seamless mobile experience
3. Optimise for AI visibility (while keeping people at the forefront)
If the last month has taught us anything, it’s that AI looks set to play a bigger role than ever before in the year ahead, search included. Creating content that AI algorithms find tasty and appealing is critical to stay afloat, never mind ahead.
- User-focused content: of course, you should always write for people first, but make sure your content aligns with AI preferences for clarity and conciseness
- Rich media and FAQs: feed AI the comprehensive, well-organised information it needs to generate accurate summaries
Will 2025 be the year you dominate SERPs? That’s up to you
The evolution of SERPs presents an intimidating challenge for companies scared to embrace change, and an exciting opportunity for those who aren’t afraid to grasp the moment. By understanding how we’ve got here, embracing new formats, optimising for AI and focusing on technical excellence, your SERPs can dominate.
Need a bit of help unlocking your SERPs potential from an agency that does it day in, day out? Get in touch.