IMHO spoke to Arnout Hellemans about AI overviews and where search might be going in 2025.
Arnout is an industry expert who has consulted for large finance clients like Natwest and large publishers like The Next Wed. Arnout has incredible enthusiasm and passion and is one of the smartest people in the industry.
You can find him at [ Ссылка ]
Arnout gave his humble opinion on:
Why he thinks we are on the verge of a big shift.
Focus on optimizing user experiences and driving conversions instead of solely increasing traffic. Poor experiences, like intrusive ads, can hurt engagement and rankings.
ChatGPT and Brave are replacing blue links with direct answers. SEOs need to prepare for a future where summaries dominate, especially for informational searches.
Google faces difficulty monetizing AI results and is pivoting to models like Google Shopping feeds. The DOJ lawsuit could disrupt Google’s data-driven dominance, requiring SEOs to adapt.
Platforms like Brave, Perplexity, TikTok, and YouTube are gaining traction. SEOs should diversify their strategies to include these platforms for visibility and demand generation.
Younger audiences prefer TikTok and other non-traditional platforms for information. SEOs should create engaging, shareable content that aligns with these preferences.
AI is reshaping search with direct answers and summaries. SEOs should align with these changes and optimize for user engagement rather than solely focusing on rankings.
Experience Optimization: Deliver exceptional user experiences, reduce friction, and meet user intent seamlessly. The focus is shifting from traffic and links to creating value and driving satisfaction.
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