"Google still controlled a whopping 89% of all U.S. web traffic in 2025. It's still a search powerhouse, no doubt, but it isn't the only show in town anymore. SEO as we know it is no more. The way people find information is changing dramatically. Google's rolling out 12-plus algorithm changes per day. At the same time, platforms like TikTok, Amazon, and generative AI tools like ChatGPT and Claude are becoming major players in the search game."
"SEO isn't dead, but traditional tactics alone won't cut it. To stay visible, your strategy must account for AI Overviews, zero-click searches, and shifting user behavior across platforms. AI Overviews and SERP features now dominate page one. If your content isn't cited or structured for AI, you risk being invisible-no matter your ranking. Brand signals like search volume, authority, and trust matter for AI visbility. Google favors entities, not just pages."
Google retained dominant share of U.S. web traffic in 2025, while algorithm churn accelerated to roughly a dozen changes per day. Platforms such as TikTok, Amazon, and generative AI tools like ChatGPT and Claude are increasingly acting as discovery channels alongside traditional search. AI Overviews, SERP features, and zero-click results now occupy page one, making citation and structured content crucial for visibility. Brand signals—search volume, authority, and trust—drive AI prominence because Google favors entities over isolated pages. Effective tactics combine clear formatting, concise answers, and fact-rich content to serve both LLMs and classic SEO across diverse platforms.
Read at Neil Patel
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