With the rise of AI, traditional search engines are no longer the only go-to for answers, instead people are turning to AI tools such as ChatGPT to search queries, in different ways; which is all leading to a shift in the SEO landscape.
SEO is constantly evolving as an industry, and having recruited in the space for close to a decade, I've spoken with professionals to understand their concerns or optimisms about the industry. Usually SEO's would be squarely focussed on Google's latest algorithm change and what this would mean for their business and for good reason.
For most generations Google has been the no.1 Search Engine and would dictate the organic search landscape, how websites needed to be structured to rank, types of content they should create and more. They dominated this space, and most will still adhere to their rules as they own more than 90% of the Search Engine landscape in all countries and on all devices.
However last year we covered the change in how Gen-Z conducted search, preferring to use Social Media platforms such as TikTok and Instragram over Google, but this year we've seen older generations also change the way they search for content now turning to AI tools to find answers to queries over Google.
In this article we'll cover:
What is Conversational Search?
Conversational search is a more natural way of searching, where users interact as though they’re speaking with another person. Instead of typing short, keyword-heavy queries, people now ask detailed questions like, “What’s the best SEO strategy for small businesses in 2025?” This approach is powered by AI tools like ChatGPT, Google Bard, and the upcoming Google Gemini, which use advanced natural language processing (NLP) to deliver more intuitive, context-aware responses.
Key Features of Conversational Search:
Natural Language Input: Queries are phrased as full sentences or questions, mirroring everyday speech.
Contextual Understanding: AI retains context across multiple queries, enabling follow-up questions like:
"Where’s the best Italian restaurant near me?"
"What about vegan options?"
Voice Search Integration: With the rise of voice assistants like Siri and Alexa, conversational search is increasingly voice-driven, further shifting the SEO landscape.
Why Does It Matter?
Conversational search reflects how people naturally communicate, offering a more personalised, seamless experience. With tools like Gemini expected to push AI capabilities even further, users now expect fast, precise answers tailored to their needs.
For businesses, this means evolving their SEO strategies by:
Optimising content for natural, question-based queries.
Targeting voice search users.
Leveraging structured data to enhance visibility in AI-generated responses.
As search evolves, businesses must adapt to conversational trends, ensuring they remain accessible and relevant in this new, AI-driven landscape.
Conversational Search and next step in SEO Evolution - What your business needs for SEO in 2025
AI and Conversational Search Are Shaping the Future of SEO. The rise of AI, traditional search engines are no longer the only go-to for answers. People are now turning to AI-driven solutions, and this shift is reshaping SEO as we know it.
In this insightful session, Jay Thandi (Solis Recruitment) sits down with Gabrio Linari, an international Growth Marketing Director and SEO expert, to explore:
How consumer behavior is changing with AI-driven searches.
What "Conversational Search" means for businesses.
Strategies to adapt and thrive in this new era of search.
With over 14 years of experience in UK and European markets, Gabrio shares his expertise in leveraging innovative SEO strategies to drive growth. Plus, hear about his latest venture, ROCKY IV, and how it’s helping businesses worldwide transform their search strategies for greater personalisation and engagement.
He partners with businesses owners and in-house marketing teams to set their search strategy for success.
What this means for SEO teams and professionals?
The SEO industry experienced a notable decline in job opportunities in 2024. In the first quarter, SEO job listings decreased by 37% compared to the same period in 2023, with mid-level positions being the most affected.
The market downturn is part of a broader trend of layoffs in the tech sector over the past 18 months, which has impacted senior SEO leadership roles across both in-house and agency settings. In the UK consumer spend has decreased due to high interest rates and inflation, which has also impacted SEO teams.
Despite economic uncertainty, technological advancements (AI) and changes in search dynamics (social media and AI) all impacting SEO teams, organic search remains a vital component of digital marketing and will integral to businesses wanting to succeed in 2025.
Teams are not expected to deliver the same or better results, with lower budgets, smaller teams and less resources. This may not be sustainable long term, but in the immediate future we will likely see greater demand for SEO and marketing professionals.
Will there be a growing demand for Search professionals in 2025?
The digital marketing landscape will require a blend of specialised SEO expertise and broader digital marketing skills. Professionals will need to master technical aspects such as website architecture, mobile optimisation, site speed enhancements, and structured data implementation to improve search rankings effectively.
Proficiency in AI technologies will be crucial, as they are reshaping marketing strategies and enabling more personalised customer interactions. Creating impactful and original content remains vital, with an emphasis on producing engaging material across various platforms to attract and retain audiences.
The rise of voice search and the emphasis on user experience are anticipated to drive demand for SEO specialists who can optimise content for these evolving platforms.
Data skills will also remain fundamental to what employers will require from SEO and Digital Marketing professionals. The ability to interpret and analyse data is essential for making informed decisions and optimising marketing campaigns still requires human expertise.
AI systems often require substantial, high-quality data to function optimally; without it, they may produce biased or irrelevant results that could mislead marketing strategies. Also AI-generated insights can sometimes lack the necessary intuition to discover groundbreaking opportunities or foresee unpredictable market events.
As AI continues to transform the SEO landscape, businesses must adapt to stay competitive. At Solis Recruitment, we specialise in connecting companies with top-tier SEO and marketing professionals equipped to navigate these changes. If you're looking to enhance your team's capabilities in 2025, contact us to find the perfect fit for your needs.
For more insights on how digital marketing trends and the skills required for success, explore our blog.
We've successfully placed professionals who have driven growth in the evolving digital marketing landscape. Partner with Solis Recruitment to ensure your business has the expertise needed to thrive in the evolving AI-driven environment of 2025.