Contemplating the future of SEO is a popular pastime for SEO professionals. Looking ahead to the next 1, 2, 5, or 10 years keeps our agency forward thinking and effective. Our team has spent years studying “the ways of search engines”. Collectively, we have over 30 years of search engine optimization experience. While we focus specifically on SEO for contractors, the trends we have noticed apply to most industries.
In 2025, there is no doubt: A.I. is changing SEO.
How?
- Scalable content generation
- Predictive data analysis
- Integrated search experience
The future of SEO with AI involves enhanced personalization, voice search optimization, and improved content generation. AI tools analyze user intent, automate keyword research, and create content that aligns with search engine algorithms. Technologies like GPT and machine learning improve predictive analytics, enabling better targeting and search experience personalization.
At Contractor Growth Network, we see two major areas artificial intelligence is affecting search:
- Using A.I. to create content
- A.I. integrated into search engines
One of the pillars of our digital marketing strategy is content marketing. If you have read our Digital Marketing For Contractors guide you will know that content marketing and SEO go hand in hand.
Generative overviews are getting more and more prevalent in search results. In fact, Generative Engine Optimization (GEO) is now a real subset of SEO!
Creative marketers are moving fast. There are countless A.I. tools that have launched in recent years. Some focus on research and analysis, some focus on content writing and on page optimization.
The best teams are not shying away, but coming up with really interesting ways to use A.I. As always, with any tool that allows scalability, quality control is paramount.
Below we will discuss the future of SEO, changes we are making as an agency, and how you can stay ahead of the game.
First, is Artificial Intelligence actually important for marketers?
We say yes.
Artificial intelligence is no longer just a buzzword in digital marketing–it’s a foundational element of modern SEO. By automating repetitive tasks, uncovering actionable insights, and streamlining workflows, A.I. empowers search marketers to focus on strategy and creativity.
Now when we say “A.I” we are mostly talking about LLMs like ChatGPT, Claude by Anthropic, or Gemini among others.
Google is not shying away either. Recent communications by the search engine shows they are (ironically) scrambling a bit. “ChatGPT” is becoming synonymous with using A.I. Similar to how “Google it” is a well-known phrase for using a search engine.
This poses a problem for the Big G as they really want their own product Gemini to be the market leader. We are starting to see Gemini pop up on just about every Google product from Search to Docs and Home.
Second, is A.I. really redefining SEO?
Again, we say yes. Here’s how:
Efficiency At Scale (While Maintaining Quality)
LLMs and the tools they power are capable of processing vast datasets in seconds, providing marketers with actionable insights in real-time. This means keyword research, competitor analysis, and performance tracking can now be done faster and with greater accuracy.
The combination of high quality prompting along with important human quality assurance checks will be the winner for content teams and small businesses.
“Smarter” Decision Making
With A.I., marketers can make smarter choices by analyzing how users act, what they search for, and how well their content performs. They can also use predictive analytics to stay ahead of the curve, improve their targeting, and get the most bang for their buck.
For example, a local home service business can quickly analyze all their past reviews to pull out key insights, common themes, and spot bottlenecks in service. Reading through reviews and taking notes takes time and a sharp eye. OpenA.I.’s 4o-mini model can breeze through them in a matter of seconds. Creating business specific custom GPTs will be a trend in 2025 (we’ve been doing it since 2024).
Does Google Use A.I. In Search?
A big topic to cover is the use of A.I. in search engines. Across the board, SEs are leveraging A.I. to understand queries and content better. Google’s A.I.-powered algorithms–such as RankBrain, BERT, and MUM–focus on natural language processing (NLP) and contextual relevance, ensuring users receive the most accurate and helpful results. (More on this below for any true SEO nerds reading 👋 – the MUM link is very interesting!)
Generative SEO is the next big step in how search engines display information. With the rise of A.I.-generated overviews, search results are becoming more intuitive and tailored to user needs. The format may change as search engines test user experience, but they are here to stay. Studying and learning how to format content to be included in more of these overviews is a big part of the future of SEO.
What Are A.I. Overviews?
A.I. overviews are summaries created by generative A.I. systems integrated into search engine results pages (SERPs), such as Google’s Search Generative Experience (SGE).
Instead of presenting a simple list of links, these overviews offer insights that provide direct answers or overviews of complex topics. Authoritative websites are used as the source of content, while the A.I. system compiles and presents the core information.
When they were first introduced these overviews were kind of wild! And not so intelligent. Google scaled them back. The technology is rapidly developing so we are seeing more and more start to appear.
Additionally, we see generated business descriptions on some map results.
A.I. Overviews Are Changing How People Use the Internet
- Fewer Clicks on Links: When answers are right there in search results, people might not click on websites as much. These changes are driven by evolving user behaviors, as people increasingly seek quick and direct answers from search engines. This makes showing up in summaries even more important for marketers.
- People Want Fast Answers: People today want things quick and easy. A.I.-made summaries give them that, which changes the kind of stuff marketers make and how they organize it.
So, How Do We Optimize For Overviews?
Disclaimer: there is not enough data yet on these overviews, and the technology is ever-evolving.
But….. There are a few tactics we have noticed that work better than others. By the way, these are tried and true SEO tactics that are the core of quality SEO. Nothing really new here, folks.
- You need an authoritative site!!! This is the most important. Google measures authoritativeness on a scale of 0-1. If your website is not a 0.4 or higher, you will not show up in featured snippets or A.I. overviews.
- Answer Questions Clearly: Make your content answer common questions in a short, simple way. Short sentences work best. Reducing “hops” between keywords which means remove the “fluff” and filler words. Put the direct answer to the question at the top of your article. Put the long wordy description below.
- Use Structured Data: Use special code to help search engines find the important info. Structured data is growing more and more important. Bing especially loves structured data.
- Write Like People Talk: Write in a friendly way that sounds like how people ask questions. Break up content in a scannable way that makes key information stand out.
- Cover Everything: Content that really covers a topic well is more likely to show up in A.I. summaries. Answer common questions in a FAQ format for easy to digest content.
Generative SEO isn’t just something new; it’s incredibly important to stay relevant in the future of search engine optimization. At Contractor Growth Network, we have been researching and writing high quality content for our clients for years. When you focus on quality over “tricking search engines” the strategy does not change, only evolves and strengthens, year over year.
We predict there will be information on appearing in overviews coming soon to Google Search Console.
A.I. Enabled Search Engine Algorithms
Search engine algorithms have evolved dramatically over the years, with A.I. driving this transformation. While the full process of collecting, categorizing, ranking, and serving web pages is incredibly complex, we do know about several of the core systems that Google has patented over the years.
Important Algorithm Updates
- RankBrain
Introduced in 2015, RankBrain was Google’s first A.I.-powered algorithm. It uses machine learning to interpret user queries and provide more relevant results, even for previously unseen searches.
- BERT (Bidirectional Encoder Representations from Transformers)
Launched in 2019, BERT allows Google to better understand the context of words within a search query. It focuses on natural language processing (NLP), enabling more accurate interpretations of conversational and long-tail queries.
- MUM (Multitask Unified Model)
Announced in 2021, MUM represents a leap forward in understanding complex queries. It can process information across multiple languages and formats (text, images, videos) to deliver highly relevant results.
What’s The Goal? Understand User Intent & Deliver The Right Answer Fast
First, can we just appreciate the modern marvel that is Google? Billions of web pages filtered and served up in a ranking order in just milliseconds. The engineering behind search engines is truly amazing. 43 massive data centers deliver personalized, and often localized search results no matter where the user is.
Read about the history and full process on Wikipedia here.
Search engines no longer rely solely on keywords; they now prioritize understanding what users are truly looking for. This shift toward intent-based search has led to:
• Better Contextual Relevance: Algorithms analyze surrounding words and phrases to ensure results align with the query’s intent. (N-grams: bi-grams, tri-grams, both forwards and backwards)
• Improved Content Matching: Search engines prioritize content that provides depth, relevance, and value. ***Important note: Google has stated they really cannot determine the authority or value of content simply by crawling. Backlinks and clickstream data from Chrome helps them “memorize” which websites are more popular.
Need proof?
What This Means for Marketers & Their Clients
As always, the best marketers will stay ahead of the game by testing, analyzing, and testing some more. It is truly the only way to determine “truths” about Google’s ranking system. We can only theorize and attempt to prove our theories.
Some tips that will help.
• Focus on user intent by creating content that answers specific questions and solves real problems. Use internal linking intelligently to lead users around your website and increase clicks. (Navboost is real!)
• Optimize for natural language searches to align with conversational queries. Use simple language and cover topics thoroughly.
• Diversify content formats to cater to the multimodal capabilities of algorithms like MUM. Understanding the type of search results that appear for specific keywords helps you determine what type of content to create. Video? Image? Blog?
A.I.-driven algorithms are redefining SEO by emphasizing context, relevance, and user satisfaction. Marketers who adapt to these changes will gain a competitive edge in an increasingly complex search ecosystem.
In a future article, we will talk about related topics like:
- Voice Search Optimization
- Visual & Multi-modal Search Optimization
This Brings Us To Ethical Considerations in A.I. and SEO
As A.I. transforms SEO, it raises critical ethical questions. Granted, we are not the thoughtleaders when it comes to what is ethical and what is not, we simply follow our moral compass. While A.I. tools unlock efficiency and innovation, they also bring challenges.
Why Ethics Matter in A.I. and SEO
Stop dodging penalties. SEO is about building trust with your audience. People appreciate honesty, and search engines will boost your site if you play by the rules.
By approaching A.I. with responsibility and integrity, marketers can leverage its potential to create impactful SEO strategies.
Ethical Challenges We Face As Search Marketers:
A.I. Generated Content Spam
The ability of A.I. tools to generate large volumes of content can lead to misuse. Some marketers might prioritize quantity over quality, flooding the web with low-value, repetitive, or misleading A.I. generated content. Search engines penalize such practices, emphasizing the need for authenticity and originality.
Manipulation of Search Algorithms
A.I. tools that exploit loopholes in search algorithms–such as keyword stuffing or cloaking–violate search engine guidelines. Such tactics may yield short-term results but ultimately harm long-term rankings and reputations when penalized.
Bias in A.I. Algorithms
A.I. systems are only as unbiased as the data they are trained on. Bias in A.I. can result in unfair or discriminatory outcomes, such as prioritizing certain demographics or perpetuating stereotypes in search results. Check your work! The power of using artificial intelligence comes from refining the generated results using your own human brain. It is not a replacement for thinking.
Data Privacy Concerns
Tools like ChatGPT rely on vast amounts of user data for personalization, which raises concerns about how that data is collected, stored, and used. Mismanagement of sensitive information can lead to privacy breaches and damage user trust.
What Can Contractors Do?
You may be wondering what this has to do with marketing for contractors? Here are a few ways contractors or home services providers can leverage A.I.
• Invest in A.I. Tools: Explore tools that automate SEO tasks, generate content, and analyze user data. If you are working with an agency, ask what tools and strategies they are deploying for 2025.
• Adapt Strategies for Emerging Search Types: Focus on optimizing for multimodal, voice, and personalized search. Video and imagery are HUGE for contractors as customers want to see “the final product.” Use your job sites as the setting for video, audio, and photographic content.
• Stay Informed: Follow industry updates and experiment with A.I. to keep a competitive edge. If you do nothing else follow us at CGN! Our Instagram, YouTube channel and Podcast are active and constantly updated with fresh, easy to digest information.
Final Tip: Embrace a Growth Mindset
The future of SEO promises exciting opportunities for those willing to embrace A.I.’s potential. By staying proactive and aligning strategies with these emerging trends, marketers can secure their place in the next era of search marketing.
SEO requires adaptability and a willingness to evolve. By staying curious, experimenting with new tools, and aligning your strategies with AI-driven trends, you can maintain a competitive edge and thrive in the changing search landscape.
From content creation and keyword research to personalization and multimodal search, A.I. is shaping the future of digital marketing. Contractors who embrace these innovations can dominate search results for a long time to come.
