How to Rank in 2025 on Google’s Classic and AI-Powered Search: The Smart Marketer’s Guide

Change always creates fear. The rise of AI in Google Search is not a threat to great websites—it’s a massive opportunity

In 2025, Google Search is undergoing a seismic transformation.

If you’re a business owner, digital marketer, or content creator, visibility on Google no longer depends solely on where you rank in the traditional list of "ten blue links." With the rise of Google’s AI Overviews and the new conversational AI Mode, users are engaging with search in profoundly different ways. And if you want your business to continue attracting traffic, leads, and conversions from organic search, your SEO strategy needs to evolve.

At Google Marketing Live 2025, Google reaffirmed a powerful message: the fundamentals of good content haven’t changed—but how that content is discovered, presented, and valued has.

So, how do you make sure your website ranks well on both classic Google Search and the new AI-powered experiences?

This comprehensive guide outlines what’s changed, what still matters, and what specific steps you can take to adapt your SEO strategy in 2025.

The Evolution of Google Search

AI Overviews Are Becoming the Norm

AI Overviews now appear on an increasing number of search queries, especially those involving complex, multi-step questions. Powered by Google’s Gemini models, these overviews summarise information pulled from various sources—and they prominently feature links to websites.

Google AI Mode

This new AI Mode allows users to interact with Google more like a chatbot. Users ask follow-up questions, refine their queries, and explore deeply within a topic. Think of it as a conversational journey that blends elements of classic Search with the power of generative AI.

Multimodal Search

In 2025, search is no longer just about typing. Users can now:

• Upload images and ask questions about them.

• Snap photos of products or places.

• Use voice input alongside text and images.

This creates new opportunities for your content to appear in search results—if it includes rich visual and multimedia assets.

Core SEO Principles That Still Matter

Focus on People-First Content

Google has said it clearly:

“Make unique, non-commodity content that visitors will find helpful and satisfying.”

This means:

• Write with empathy for your audience’s real needs.

• Avoid copy-pasting or thinly paraphrasing existing content.

• Share your unique perspective, expertise, or insights.

Offer a Strong Page Experience

A great answer is worthless if it lives on a poor-quality page. Prioritise:

• Fast load times on mobile and desktop.

• A clean layout that prioritises the main content.

• Minimal distractions from ads, pop-ups, or unrelated links.

• Clear navigation and accessibility.

New Strategies for Google AI Experiences

Create Content for Longer and Follow-Up Queries

AI search experiences like AI Mode are conversational by design. Instead of a single keyword phrase like "best air purifier," users might search:

• “What’s the best air purifier for a small flat with pets and allergies?”

• Followed by: “Is HEPA or activated carbon better for asthma?”

This means your content should:

• Anticipate and answer multi-step questions.

• Be structured with clear subheadings, FAQs, and internal links.

• Use natural language and long-tail keyword variants.

Validate Your Technical SEO

To even appear in AI Overviews, Google has to be able to find, crawl, and index your site.

Checklist:

• Make sure your pages return HTTP 200 status codes.

• Don’t block Googlebot in robots.txt.

• Use canonical tags and avoid duplicate content.

• Submit updated sitemaps via Google Search Console.

Use Structured Data Thoughtfully

Structured data (aka Schema markup) helps Google understand what your page is about.

Key types to consider:

• Product for ecommerce listings

• FAQ for service pages

• Article or BlogPosting for content

• HowTo and VideoObject where relevant

Make sure structured data:

• Matches the content visible on the page

• Passes Google’s Rich Results Test

• Doesn’t try to mislead or over-optimise

Optimise for Multimodal Search

Visual content is no longer optional.

Google’s AI systems use image, video, and text together to understand your content in context. To capitalise on this:

• Include high-resolution, descriptive images.

• Add alt text and relevant filenames.

• Create video explainers or demos.

• Use diagrams, infographics, or carousels.

Measuring Success in the AI Search Era

Go Beyond Clicks

Google has made it clear that AI Overview clicks are often higher quality than classic results.

Why?

• Users are more informed before clicking.

• Links in AI Overviews often drive more engaged visitors.

Use Analytics to Track Real Value

Measure:

• Scroll depth

• Engagement with interactive elements (e.g., video, tabs)

• Signup form completions

• Purchase conversion rate

Use Google Analytics 4 (GA4), Hotjar, or Microsoft Clarity to track this in detail.

Advanced Tips for Future-Proofing Your SEO

Use AI Ethically in Your Content Creation

Google is not banning AI-written content. But it does emphasise:

“Content should be created for people first, not for search engines.”

So you can use AI to:

• Generate drafts

• Perform SERP research

• Structure outlines

But always edit, fact-check, and infuse original insight.

Balance Visibility with Control

Don’t want your content to appear in AI snippets? You can opt out using:

• nosnippet

• max-snippet:0

• data-nosnippet

• noindex

Keep Your Merchant Center and Business Profile Updated

If you sell products or operate a local business:

• Keep product feeds updated with rich information (ratings, images, stock levels)

• Update your Google Business Profile with photos, FAQs, and offers

• Your 2025 SEO Action Plan

Month	Priority Task	Tool/Resource
Month 1	Audit site for people-first content	Google Search Console, Ahrefs Content Audit
Month 2	Refresh blog strategy with long-tail queries	AlsoAsked.com, KeywordsPeopleUse
Month 3	Validate structured data across top pages	Rich Results Test
Month 4	Add video and high-res images to top traffic pages	Loom, Canva, Screely
Month 5	Review page speed and UX	PageSpeed Insights, Lighthouse
Month 6	Optimise product feeds in Merchant Center	Google Merchant Center
Month 7	Update Google Business Profile with photos/offers	GBP Manager
Month 8	A/B test AI-written vs human-written content	SurferSEO, Originality.ai
Month 9	Install scroll-depth and event tracking	GA4, Tag Manager
Month 10	Check indexing and crawl status site-wide	Screaming Frog, GSC
Month 11	Audit AI visibility settings (nosnippet etc.)	On-page SEO review
Month 12	Review annual performance vs goals	GA4 dashboards

How to Rank in 2025 on Google’s Classic and AI-Powered Search

Final Thought: Adapt, Don’t Panic

Change always creates opportunity. The rise of AI in Google Search is not a threat to great websites—it’s a massive opportunity for those who:

• Understand their audience deeply

• Create content with care

• Use data to refine and adapt

Whether you’re ranking for AI Overviews or classic results, success comes down to the same core principle:

Be the most helpful result on the internet for your topic.

Need expert support to future-proof your SEO in 2025?

At Tiga Digital, we help ambitious brands dominate Google Search—from high-converting landing pages to technical SEO audits and content strategy tailored for AI search.

If you are looking to stay ahead of your competitors during this transition, we want to hear from you:

Book your 15-minute strategy call

Let’s make 2025 your most visible year yet.