What’s New in Google 2025: Major Changes in Search Algorithms

Google doesn’t sit still, and SEO specialists have to constantly adapt to new algorithms. Previously, it was enough to “stuff” the text with keywords, but now everything is much more complicated. What does the most popular search engine have in store for us in 2025?

Spoiler alert: artificial intelligence is a must. Algorithms are becoming smarter, taking into account user behavior more deeply than ever, and focusing even more on quality content. In this article, we will analyze what changes await SEO, how AI affects search, and what you can do to keep your website from being on the back burner of the Internet.

The main changes in search algorithms

More emphasis on useful content

Google continues to tighten the screws on websites that are filled with keywords but are not useful. From now on, the algorithms will recognize even better:

• Whether the content really meets the query.
• Whether it has in-depth expert analysis (E-E-A-T: experience, expertise, credibility, reliability).
• Whether users interact with the content (behavioral factors).

For example, if you have a website about apartment renovation and there are only “SEO articles” without real photos and cases — hello, downgrade.

The importance of video and multimedia

Google is increasingly favoring video content. This means that articles supported by video, interactive elements, and infographics will get better search rankings. Cisco predicts that in 2025, 82% of Internet traffic will be video-based.

Zero Click Search

Already, more than 50% of Google queries are completed without going to the site, as the answer is given directly in the results (snippets, Google AI Overview, etc.). In 2025, this trend will increase even more. What does it mean? Your website needs to adapt to snippets, structured data, and FAQ blocks to stay in the game.

The impact of artificial intelligence on rankings

Artificial intelligence is no longer just a search engine tool — in 2025, it actually controls how search results are formed. Algorithms have become so deep and autonomous that they are able to evaluate the content of a page at the level of logic, structure, and even the reliability of information.

The main difference between modern AI and classic Google algorithms is that it now analyzes the meaning and quality of materials, not just keyword matches. This leads to several fundamental changes in ranking:

1. Google’s algorithms take into account search history, user behavior, geolocation, device, query language, and even previous visits to the site.
2. Previously, backlinks and behavioral factors were used to evaluate a website, but now AI analyzes whether the material contains new expert information or is just a rehash of existing data.
3. Google has already learned to recognize automatically generated articles without added value. If the text does not contain human analysis, real cases, or author’s expertise, it will not get high positions in the search results.
4. Previously, Google updated its algorithms periodically, and changes in rankings occurred in waves. Now, algorithms can change the positions of pages every hour, depending on their relevance, the dynamics of user interaction, and the emergence of new data on the web.
5. AI doesn’t just match words from the query with words on the page, but understands the context and logic. For example, while the query “best laptops for work” used to result in pages with a lot of keywords, Google now takes into account expert opinions, the length of time a model has been on the market, feedback from real customers, and even how quickly the device’s components wear out.

How to prepare your website for updates

In order not to lose positions in the search, do the following:

1. Update the content. Review old articles, add new facts, and structure the text for AI.
2. Optimize for AI Overview. Format the content so that it is included in the advanced snippets.
3. We add videos. At least short ones, but it will give the site a competitive advantage.
4. We work on expertise. We invite experts, add real cases, and avoid “dry SEO text”.
5. We expand the semantics for voice queries. We optimize the text for natural questions.

The main rule of SEO-2025 is that content should be created for people, not for search robots. This is the only way to maintain a high position in the search results.

If you need to adapt your website to Google’s new algorithms, create expert content that will be useful not only to users but also meet the requirements of AI, don’t hesitate to contact Web Stork. We will help you stay in the top using up-to-date SEO strategies that work in 2025.