Summary
In 2025, AI-powered search answers, TikTok’s rise as a discovery tool, growing voice-assistant queries and constant Google algorithm tweaks are reshaping how customers find and engage with brands. To stay visible and drive traffic, businesses must optimise content for AI results, embrace short-form social discovery, target natural voice queries and maintain a fast, user-friendly website.
The digital world is changing… again.
Much like the shifts we saw during Covid, where online behaviour had to quickly adapt to a new way of living, we’re seeing another big transformation in 2025. This time, it’s not driven by global lockdowns, it’s driven by fast-moving tech, evolving consumer expectations and the rise of platforms that aren’t playing by Google’s old rulebook.
If you’ve noticed fluctuations in your website traffic or wondered why certain marketing strategies don’t perform quite like they used to, you’re not imagining it. The landscape is changing and staying visible online means understanding how.
Here’s a breakdown of the current state of play, how it’s affecting your digital presence, and what we’re doing to keep your site seen:
What’s Changed and Why It Matters
1. AI Answers Are Replacing Website Visits
AI tools like ChatGPT, Perplexity, and Google’s own Search Generative Experience (SGE) are now answering people’s questions directly in search results. That means fewer clicks through to individual websites, and potentially less organic traffic.
What does this mean for your business?
You’ll need to get even smarter about your content strategy. Providing clear, helpful and expert-backed content in formats AI can reference is key, but also, making your website an engaging place worth clicking into is more important than ever.
2. TikTok is Replacing Google (for Some Users)
It’s not just Gen Z anymore. TikTok’s search function is booming, with users searching for everything from recipes and skincare reviews to holiday tips and local business recommendations. We told you!.
A recent UK study found that 56% of 18–29-year-olds research products on TikTok before making a purchase. That’s a massive shift in search behaviour, and it’s happening right here in the UK.
What does this mean for your business?
If you’re not factoring TikTok (or even Reels) into your social media management strategy, you could be missing a big chunk of visibility. It’s time to think about how your business could show up with short-form video - even if you don’t “go viral,” showing up where your audience already is can make a big difference.
3. Voice Search Is Still Growing
"Siri, find a heating engineer near me."
"Alexa, who offers digital marketing services in Chichester?"
Voice search has been making headlines lately, but it’s still on the rise. And because people speak differently than they type, it’s important your content is optimised for natural, conversational phrases.
What does this mean for your business?
You need to be looking at longer-tail, question-style keywords in your SEO strategy to make sure you’re discoverable through voice as well as text. Your FAQ pages and blog posts are more important than ever for this!
4. Google’s Still Changing the Rules
Google continues to update its algorithm frequently - sometimes with clear rollouts, sometimes not. In 2025 alone, we’ve already seen:
Updates to how “first-hand expertise” is measured in content
A renewed focus on user experience and Core Web Vitals
Increased integration of AI-generated summaries in search results
What does this mean for your business?
Staying visible on Google now requires more than just good keywords. Your site needs to be technically sound, load quickly, be mobile-friendly and offer a genuine, trustworthy experience. Content written with authority and clarity? Still king.
At Website Success, just like we track search trends, consumer behaviour, and the economy, we’re actively monitoring these shifts and refining our SEO and marketing strategies to keep our client’s website traffic on track.
Do you need help navigating the digital shifts of 2025?
Whether your traffic’s dipped, your content needs a refresh or you're just not sure where to show up online - we’re here to help.
Call our Chichester digital marketing agency today on 01243 684661 or click here to book a chat in our diary.
