In the ever-changing landscape of digital marketing, SEO is undergoing a transformation. Traditional search engine optimization is no longer enough to stay ahead. Leading marketing experts Neil Patel and Eric Siu have shed light on the latest trends in SEO, redefining how businesses should approach search in 2025.
SEO: A New Acronym – Search Everywhere Optimization
SEO, as we know it, is evolving. Neil Patel suggests that instead of “Search Engine Optimization,” we should now call it Search Everywhere Optimization. This shift reflects how people are diversifying their search behavior, using multiple platforms beyond Google.
Key Search Trends in 2025
YouTube – The Second Largest Search Engine
- Video content is dominating search. YouTube is now the second-largest search engine, making it essential for brands to prioritize video SEO.
- Optimize video titles, descriptions, and tags to improve visibility.
- Focus on creating high-value, engaging video content.
TikTok & Instagram as Search Platforms
- Young users are increasingly turning to TikTok and Instagram for searches.
- According to Google, while these platforms are gaining traction, Google itself remains the primary traffic source for websites.
- Leveraging short-form content on these platforms is crucial for brand awareness.
Website Traffic Insights
- Neil Patel’s analysis of 30,000 websites using tools like Ubersuggest and AnswerThePublic reveals that search engines remain dominant in driving traffic.
- Despite the rise of AI tools, only 1% of traffic is currently being redirected away from traditional search.
The Changing Search Landscape (2020-2024)
A recent study analyzed how search behaviors have changed from 2020 to 2024:
| Platform | 2020 | 2024 |
| Search Engines | 98% | 64% |
| Social Media | 1% | 17% |
| AI Chatbots | 0% | 30% |
| Others | 1% | 2% |
- Key Takeaway: While search engines still lead, AI chatbots are making a significant impact, and social media is becoming a more dominant search platform.
The Rise of Podcasts, Shorts, and Communities
- Podcasts Are Growing in Popularity
- More users are listening to podcasts for information and entertainment.
- Businesses should leverage podcast SEO to improve discoverability.
- The Power of Shorts & Reels
- Short-form videos drive engagement. Eric Siu noted that many attendees at his conferences discovered his content through shorts.
- Platforms like YouTube Shorts, Instagram Reels, and TikTok are essential for brand growth.
- Build Community it retain users:
Eric Siu emphasized, “Community is the new SEO.” User-generated content in communities like Reddit, Quora, Shopify, and HubSpot forums is highly trusted and frequently appears in search results. This is a signal that you should also build your own community. Community is the way for user retention.
AI vs Human-Generated Content: Which Performs Better?
A study comparing human vs AI-generated content over five months shows:
| Month | Human Content | AI Content |
| Month 1 | 28 | 71 |
| Month 2 | 49 | 155 |
| Month 3 | 36 | 139 |
| Month 4 | 64 | 207 |
| Month 5 | 52 | 283 |
- Key Takeaway: AI-generated content is increasing in volume, but human-generated content remains more authoritative and engaging.
- Important Note: If businesses do not track KPIs for AI-generated content, they may miss crucial insights on traffic and lead conversions.
AI Consolidation Agent: A Game-Changer for SEO
- Eric Siu has developed an AI Consolidation Agent that helps his team streamline content production and strategy.
- This AI works 24/7, suggesting which content to consolidate, optimize, and repurpose.
- Takeaway: Marketers should integrate AI tools to enhance efficiency while ensuring human oversight for quality control.
Voice Search Optimization: The Next Big Thing
- AI-powered voice search is growing, with more consumers using voice assistants like Alexa, Google Assistant, and Siri.
- Amazon has integrated Anthropic AI into Alexa, making voice search smarter.
- Neil Patel shared a personal anecdote where his child ordered chocolates via Alexa AI search, highlighting how AI-driven searches influence consumer behavior.
- SEO Tip: Optimize for conversational keywords and long-tail search phrases for better visibility in voice search results.
Are AI Chatbots Driving Sales?
A recent study analyzed whether AI chatbots like ChatGPT contribute to sales. While chatbots increase engagement, they still lack the direct conversion power of traditional search and social media.
Where Companies Spend Time vs. Where Customers Come From
A revealing graph highlights where businesses invest marketing time versus where their customers actually convert:
Top Platforms for Ad Spending & Conversions
- Google Ads – Still the most effective for conversions.
- Facebook Ads – Strong for targeting and retargeting.
- Instagram Ads – Ideal for visual-driven industries.
- Amazon Ads – A must for e-commerce brands.
- YouTube Ads – High engagement but requires strong video content.
- Marketing Insight: Many consumers first discover products on social media but finalize purchases through Google searches and company websites.
- Actionable Tip: Use a mix of organic and paid strategies across search engines and social media for optimal reach.
The Future of SEO: Blending AI with Human Expertise
- AI can optimize content production, but human creativity is irreplaceable.
- Community-driven platforms will dominate search rankings.
- Short-form videos and podcasts will play a crucial role in brand visibility.
- Voice search is becoming mainstream, requiring businesses to optimize for conversational queries.
- Marketers must focus on multi-platform search strategies, not just traditional SEO.
Final Thoughts
Neil Patel and Eric Siu’s insights prove that SEO is far from dead—it’s evolving. Brands that adapt to multi-platform search, embrace AI smartly, and build engaged communities will dominate in 2025 and beyond. By integrating AI with human expertise, businesses can stay ahead in an ever-changing digital landscape.
Bonus Resource: Eric Siu recommends Bolt.new, an innovative platform for building apps. He has already created an Account-Based Marketing (ABM) app for LinkedIn, showcasing how businesses can leverage technology for growth.
Closing Remark: Neil Patel concluded by highlighting the power of podcasts in political campaigns. He noted that Donald Trump joined the Joe Rogan podcast, gaining 44 million views—a level of exposure traditional media could never achieve. This reinforces the importance of alternative media and community-driven content in today’s digital world.
By staying updated with these trends and optimizing strategies accordingly, businesses can maintain strong online visibility and sustainable growth in 2025 and beyond.
