SEO Retrospective 2025: The year search changed forever

In this blog, we list all the important developments in SEO for you and briefly look ahead to 2026.

February → April 2025: ChatGPT grows explosively

The number of ChatGPT users increased from 400 million to 800 million. This huge increase shows how quickly people are getting used to using AI. This change is having a major impact on SEO. SEO strategies that previously focused on optimizing specific keywords must now adapt to the rise of longer, more conversational searches. Understanding the context and intent behind these searches becomes more important than ever in this regard.

March 2025: Google introduces AI Mode

Google presented an experimental AI Mode in Search, powered by Gemini 2.0. This makes Google a conversation partner. You ask a question and get an answer like you would in ChatGPT.

How does AI Mode work? 

AI Mode works like a digital assistant that thinks along with you. The AI not only understands the query, but can also analyze its context. This allows it to provide comprehensive and relevant answers. Instead of a short answer, the AI offers more detailed explanations of the topic.

An important part of AI Mode is Query Fan Out. This means that the AI not only gives one answer, but also asks other related questions. This makes the search process broader and more focused.

Example: suppose you search for "best ways to improve SEO" the AI can then suggest relevant questions such as "how do I use structured data?" and "what are the latest SEO trends in addition to a direct answer?" This approach makes the search experience more dynamic and tailored to your search needs.

It feels less like a search engine and more like an advisor actively thinking with you. Instead of just showing search results, the AI guides the user through the process of finding information. The feature was first tested in the U.S. and was also introduced in the Netherlands in October.

March 2025: Google Core Update

Google also implemented a major update that affected search results. Websites with unclear content or little value dropped down. Websites with good content, clear explanations and a stable technical base gained visibility. With this, Google signaled that quality was becoming more important than ever.

April 2025: Copilot Search in Bing

Bing, of course, could not lag behind Google and therefore launched Copilot Search. This gave the search engine a more conversational and visual interface centered around AI answers. During the same period, Google further expanded AI Mode in the United States, further increasing competition between the search engines.

May 2025: Google AI Overview launches in the Netherlands

Google introduced AI Overview (AIO) in the Netherlands. This feature shows an AI answer at the top of search results. According to Ahrefs, the feature now appears in about 21% of all searches and mainly for informative queries.

AI Overview is a new feature from Google. Google generates a highlighted block at the top of the search results. This block provides a short and direct answer to the user's query. This eliminates the need for the user to click further or navigate through the search results. The information is presented at a glance. Below the answer are links to resources. This allows the user to see where the information came from. If the user wants more details or a more comprehensive answer, they can click further.

June 2025: people-first core update

Google implemented another core update, focusing on user value. Content that helps and really adds something got a better position. Technology remains important, but above all it supports the content.

August 2025: Spam Update

Google cracked down harder on spam and low-quality AI content. Websites full of superficial or unverified AI text lost visibility. The update helped protect quality.

October 2025: AI Mode rolls out in the Netherlands

AI Mode became available for Dutch users. This development had already been available to American users since March and was now coming to the Netherlands.

What did this mean for SEO?

Number 1 position less important

The shift to AI-driven search has clear consequences for SEO. The traditional number one position loses meaning, as results become more and more dynamic. Results differ per user, depending on location, behavior and search history. Control over what users see is diminishing, as searches become more extensive and the number of variants increases due to conversational search.

Number of clicks decreases

Thanks to AI Overview, users are increasingly getting immediate answers to their questions without the need to go to a website. This leads to fewer clicks to websites. Visitors therefore arrive at the website later in the customer journey, as the orientation phase often already takes place in search results. The website comes into view only when the user seeks more depth or wants to take action.

Authenticity and valuable content are more important than ever

Brands stand out because of real stories, recognizable faces and content that is clearly created by people. This stands out more than polished, generic marketing campaigns. It's about content that touches, helps and really adds something. The message must be authentic and valuable to the target audience. As is often said, these days it's easy to score a 7, but make sure you're really going for that 10. AI makes it easier to produce average content, but the real difference comes from creativity, attention and craftsmanship.

To really stand out, you need to think beyond the standard forms of content. Consider video, infographics, interactive elements or other visual formats that enrich the experience and reinforce the message. This type of content adds real value for the end user because it not only informs, but also entertains, inspires or helps solve a problem. It's all about creating experiences that meet the needs of your target audience.

Stay tuned in 2026

AI Mode, AI Overview and recent updates have changed the search engine world. AI is taking over more and more tasks, but the basic principles of SEO remain the same: quality, expertise and a reliable technical foundation. AI can do a lot, but the focus should always be on delivering valuable content that addresses the needs of your target audience.

At OMA , we believe that the real value of SEO lies in a long-term strategy. Our role is shifting from executor to supervisor and strategic partner, setting the right course, monitoring content quality and adjusting where necessary to drive sustainable growth. In 2026, the role of AI will continue to grow, but the fundamentals of SEO will remain unchanged.

Focus on what works

It's easy to get distracted by the latest trends, such as GEO (Google's AI-powered search features), but the basics of SEO remain unchanged. Instead of focusing on temporary buzzwords, build on proven strategies such as structured data, readable pages, relevant answers and a technically strong website.

Although the landscape is changing and AI-driven search functions are having more and more influence, the focus on the end user remains the most important. Don't get distracted by the latest hype. Stick to what works, focus on your target audience and you will stay ahead in the new search landscape. That way, you will remain prepared for all the new developments in 2026.