How AI Search (SGE) is Changing SEO in 2025?

Did you know that by 2025, more than 60% of Google queries in the UK will include AI-generated snapshots? Sounds fascinating, right? 

With AI-driven search, or Google’s Search Generative Experience (SGE), things are changing fast. This new way of searching is shifting how search results appear and is impacting how businesses get noticed online.

Are you a business owner? Or a marketer? Then, you should understand how AI search is changing the game in SEO or UK SEO trends 2025. In this blog, we’ll dive into AI search optimization, how SGE SEO is different from traditional SEO, and how UK businesses can stay ahead in 2025.

What is AI Search / Google’s SGE?

So, What’s SGE All About?

AI search, or Search Generative Experience (SGE), is Google’s next big step in search evolution. Not like the traditional “10 blue links” that you’ve seen for years, SGE brings something new to the table – AI-generated summaries that directly answer user queries, sometimes even without users having to click through to a website.

AI-driven search provides instant answers that are more conversational and contextually relevant.

Key Features of SGE

1. AI-Generated Snapshots: Instead of merely listing websites, SGE provides short AI-generated summaries that answer user queries directly.
   
2. Conversational Query Refinement: AI can refine search queries based on natural language, understanding context and intent more precisely.
   
3. Source Citations and Entity Links: SGE gives users the sources for its information, promoting transparency and offering entity-based SEO benefits.
   

Multimedia Integration: In addition to text, it integrates videos, images, and shopping results, improving the overall user experience.

Why Does It Matters in 2025?

As Google continues to roll out SGE in the UK and globally, businesses need to adjust their SEO strategies. If businesses fail to adopt AI-powered search optimization, they risk falling behind in an increasingly competitive online marketplace.

How SGE is Changing SEO?

Decline of Traditional Rankings

In the age of AI search, organic clicks are shifting downward as AI summaries take the top spots in search results. Visibility is now concentrated in AI-generated snippets, which directly address user queries, meaning businesses need to adapt by optimizing for these features.

Rise of Entity-Based SEO 2025

SEO is now about building semantic content around specific entities. By understanding the knowledge graph and optimizing content around branded and entity-focused keywords, businesses can increase their chances of appearing in SGE results.

More Conversational Queries

The rise of voice search and natural language queries means businesses need to prepare for more conversational queries. Having well-structured FAQ pages and answering how and why questions will become increasingly important to capture the growing number of users searching via voice.

E-E-A-T & Credibility Signals

In 2025, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) will continue to play a vital role in SEO. Google’s AI search heavily weighs the credibility of content, which means businesses must demonstrate author expertise and make sure their digital presence is trustworthy.

Core Web Vitals & UX Still Count

Though AI search optimizations are taking center stage, traditional SEO factors like Core Web Vitals still matter. Fast, mobile-first, and user-friendly experiences are critical in maintaining a strong online presence.

Strategies to Optimize for AI Search

Content Strategies

1.Build Topic Clusters & Pillar Pages: Organize content around relevant topics to improve entity-based SEO 2025.

2.Write Conversational, FAQ-Rich Content: Assures your content answers common questions in a natural, conversational tone.

3.Use Multimedia (video, infographics, podcasts): SGE rewards content with rich media, so diversify your content with visuals and multimedia formats.

Technical Strategies

1. Structured Data & Schema: Implement schema markup for AI search to make sure your content is understood by AI models and displayed in SGE snippets.
   
2. Optimize for Core Web Vitals: Assure your website passes the latest Core Web Vitals thresholds like INP, CLS, and LCP.
   

3.Implement Consent Mode v2 + GA4 Tracking: With evolving privacy laws, these technologies help track and optimize user interactions more effectively.

Authority-Building Strategies

1. Showcase Author Credentials (E-E-A-T): Establish credibility by displaying author bios, qualifications, and certifications.
   
2. Collect Reviews, Testimonials, Case Studies: Customer feedback and case studies help increase trust and authority.
   

3.Build High-Quality Backlinks with Contextual Relevance: Backlinks from authoritative sources will continue to drive organic traffic and improve rankings.

Impact on Different Businesses

SMEs in the UK

Local SEO in the UK is more tied to Google Business Profile (GBP) and reviews. AI search is now placing increased emphasis on local search intent, making it crucial for businesses to optimize their profiles and gather authentic reviews.

eCommerce Websites

For eCommerce businesses, AI product cards are essential for appearing in generative search SEO results. Assuring your product pages are optimized with structured data will increase your chances of appearing in AI search results.

Service-Based Businesses

For service providers, optimizing service pages and FAQ sections to align with conversational queries is vital. Understanding how AI search changes SEO and adapting to these changes will be critical for ongoing success.

What will be the future of SEO in the Age of AI Search?

Predictions for 2026 and Beyond

1.Integration of Voice + Visual Search: Expect AI search to further integrate voice and visual search, adding a layer of personalization to AI-generated snapshots.

2.Personalization of AI Snapshots: AI will become more personalized, showing users results that are based on their unique preferences and behaviors.

3.Continuous Evolution of Ranking Factors: SEO in 2025 will evolve as AI search technologies improve, with businesses needing to stay ahead of ranking algorithm changes.

Why SEO is Not Dead, But Evolving

SEO is not becoming irrelevant in the age of AI search; it’s simply evolving. Businesses that embrace the shift towards entity-based SEO, AI-powered search optimization, and user-focused strategies will continue to thrive.

Conclusion

Don’t confuse yourself. AI Search and SGE are not threats to SEO. They are one of the different opportunities for growth, i.e using ai for SEO can make y

AI Search and SGE are not threats to SEO – they’re opportunities for growth. Using ai for SEO can simplify your work. UK businesses that adopt strategies like AI Search SEO, E-E-A-T, and Core Web Vitals will continue to thrive. 

Start optimizing today to stay ahead in the world of AI-powered search.

Ready to future-proof your SEO strategy? 

Book a free AI-SEO audit with and make sure your business thrives in 2025 and beyond.