The future of SEO is here, and it’s changing fast. In the latest episode of Avidly Talks, Paul...
SEO in 2025
The world of Search Engine Optimization (SEO) is undergoing rapid transformation. With the advent of Artificial Intelligence (AI) and shifts in user behavior, marketers are faced with new challenges and opportunities. In a recent episode, Paul and Dale Bertrand delve deep into the evolving landscape of SEO, discussing how AI and changing search habits are reshaping the way businesses approach digital marketing. Let’s explore the key takeaways from their insightful conversation and how marketers can adapt to these changes.
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Takeaways from this episode:
- SEO is evolving rapidly due to AI advancements.
- User search behavior is shifting towards conversational queries.
- Marketers need to adapt to the changing landscape of SEO.
- AI-generated content is flooding the web, complicating search results.
- Understanding user intent is crucial for effective marketing strategies.
- Traditional inbound marketing methods may no longer be effective.
- Engaging with customers directly can provide valuable insights.
- Content should focus on providing information, not just keywords.
- Brands with established authority will have an advantage in SEO.
- Video content and interactive tools are becoming increasingly important.
Chapters
Good to know about future SEO
Dale Bertrand, founder of Fire&Spark, has extensively discussed the evolving intersection of SEO and AI, emphasiing how AI is reshaping user search behavior and the implications for businesses. He notes that AI-driven search tools, such as ChatGPT and Perplexity.ai, have transformed how users discover information, leading to more natural language and conversational queries. This shift necessitates that businesses adapt their SEO strategies to align with these new search patterns.
1. SEO is Evolving Rapidly Due to AI Advancements
AI technology is revolutionizing the SEO landscape. With AI-driven tools like content generators and language models, such as OpenAI’s GPT, marketers are now able to create content more efficiently than ever before. However, this surge in AI-generated content has also led to a flood of information on the web, making it harder for search engines to determine which content is truly valuable.
For marketers, this means that relying solely on keyword optimization or traditional SEO tactics may no longer be enough. To stay competitive, businesses must focus on creating high-quality, relevant content that adds real value, rather than just checking the SEO boxes.
2. User Search Behavior is Shifting Towards Conversational Queries
The way users search for information online is changing. Search queries are becoming more conversational, with people using natural language to ask questions or seek solutions. For instance, instead of typing "best SEO tools," users may now ask, "What are the best SEO tools for small businesses in 2025?"
This shift presents an opportunity for marketers to adjust their content strategies. Rather than focusing purely on optimizing for keywords, content should be tailored to address these more detailed, conversational queries. By understanding and responding to the specific needs of users, businesses can improve their visibility in search results and better meet audience expectations.
3. Marketers Need to Adapt to the Changing SEO Landscape
As AI-generated content floods the internet, search engines are evolving to prioritize content that offers genuine value. This means that marketers must rethink their strategies. Dale Bertrand emphasized the need to move beyond traditional inbound marketing methods and focus on creating content that fosters real audience engagement.
The new SEO landscape demands a more nuanced approach, where marketers prioritize understanding user intent and crafting content that genuinely addresses those needs. This approach will help businesses connect more effectively with their audience, build trust, and improve their search rankings.
4. AI-Generated Content Complicates Search Results
While AI tools can be incredibly helpful in generating content, they also present challenges for marketers. With so much AI-generated content flooding the web, search engines are faced with the task of distinguishing valuable content from low-quality material. For businesses, this means that simply churning out content is no longer enough to stand out.
In this new environment, content quality—rather than just quantity—has become more important than ever. Marketers must focus on crafting content that is both informative and engaging, offering unique perspectives and solving problems for their audience.
5. Understanding User Intent is Crucial for Effective Marketing Strategies
One of the most important takeaways from the conversation was the emphasis on understanding user intent. As search queries become more nuanced and personalized, understanding the reasons behind a user’s search is crucial for creating content that resonates with them. Whether users are looking for answers to questions, seeking solutions to problems, or simply exploring topics, marketers must align their content with their intent to create meaningful engagement.
By doing so, businesses can not only improve their SEO performance but also build stronger relationships with their audience. Providing real value through content that addresses user needs is key to building long-term brand loyalty.
6. Traditional Inbound Marketing Methods May No Longer Be Effective
Inbound marketing, which focuses on drawing customers in through content, has long been a cornerstone of SEO strategies. However, as AI-generated content floods the web, traditional inbound methods may not be as effective as they once were. Instead, marketers need to focus on engaging directly with their audience and gathering feedback to improve their content and strategies.
Dale Bertrand highlighted the importance of listening to customers and using their feedback to shape marketing efforts. By engaging with the audience and understanding their pain points, businesses can create more relevant content that resonates and encourages interaction.
7. Content Should Focus on Providing Information, Not Just Keywords
SEO has traditionally been heavily focused on keyword optimization. However, as AI and user behavior continue to evolve, content should shift from being keyword-centric to information-centric. The goal should be to create content that answers user questions, provides valuable insights, and addresses specific needs.
By focusing on providing real, actionable information, businesses can improve their search rankings and enhance their relationship with users. SEO will increasingly become about delivering high-quality, informative content that helps users solve their problems or find the answers they’re looking for.
8. Brands with Established Authority Will Have an Advantage in SEO
In this new SEO landscape, brands with established authority are likely to have a competitive edge. Search engines are becoming smarter at identifying trusted sources of information, and they tend to rank authoritative brands higher in search results. For new or smaller businesses, this may present a challenge, but it also provides an opportunity to focus on building brand authority through consistent, high-quality content, expert insights, and strong audience relationships.
Over time, brands that can establish themselves as trusted thought leaders in their industry will see the benefits of enhanced SEO rankings and increased visibility.
9. Video Content and Interactive Tools Are Becoming Increasingly Important
The rise of video content and interactive tools is another key trend shaping SEO strategies. Video continues to be one of the most engaging forms of content, and search engines are placing more emphasis on video results in search queries. Interactive tools, such as quizzes, calculators, and chatbots, also provide unique ways for brands to engage users and gather valuable data.
Marketers should consider integrating more interactive content and video into their strategies, as these formats not only boost engagement but also improve search visibility, making them an essential part of a well-rounded SEO plan.
Conclusion: Adapting to the New SEO Era
The SEO landscape is evolving quickly, driven by advancements in AI, changing user behavior, and an increased emphasis on content quality. To thrive in this new environment, marketers must prioritize understanding user intent, engaging directly with their audience, and creating content that is both informative and valuable.
By embracing these changes and adapting strategies to focus on conversational queries, AI-generated content, and authoritative branding, businesses can stay ahead of the curve and continue to build strong, lasting connections with their audience.
The future of SEO is all about relevance, engagement, and delivering content that truly serves the needs of users. It’s time for marketers to rethink their strategies and evolve with the times.