With AI revolutionising search, constant algorithm updates, and new technologies emerging almost weekly, it's only natural to wonder if online marketing strategies like SEO are still worth it.
Let alone does it still work in 2025?
Well…
Billions of people are still going to Google every day to find products, services & information they're looking for.
As of 2025 Google gets 14 billion searches a day - and that's not counting voice searches, AI-powered queries, or visual searches through Google Lens. This figure has doubled since our original version of this post in 2022. ChatGPT is catching up, but at around 1 billion searchers per day, it's got some work to do.
But here's what's changed: how people search and what Google serves up as results.
How SEO Has Evolved (And Why That's Actually Good News)
In the early days of search engines, simply adding a list of keywords to a website was all that was needed.
It was cheap…
- No backlinks
- No technical stuff
- No content clusters
- No nothing
Literally spam the page with keywords and you rank.
Mind you… that was the wild west back in 2010.
Today, though, that isn't nearly enough. In fact, it's considered bad practice just to list a string of keywords at the bottom of the website.
But here's the thing - modern SEO is actually more rewarding because it focuses on what matters: helping real people find real solutions.
Search engines now demand quality, relevance, and genuine expertise. Google's algorithm updates increasingly favour content that demonstrates:
- Experience - Have you actually used the product or service?
- Expertise - Do you know what you're talking about?
- Authoritativeness - Are you recognised in your field?
- Trustworthiness - Can people rely on your information?
This shift means businesses that invest properly in SEO aren't just getting traffic - they're building genuine authority in their market.
The 2025 Search Landscape: What's Really Changed
AI is everywhere - but people still need to find YOUR business. ChatGPT and Google's AI features haven't replaced search; they've made it more sophisticated.
Voice searches are exploding - "Hey Google, find the best accountant near me" is now as common as typing it.
Visual search is growing - People snap photos of products and search for similar items using Google Lens.
Local searches dominate - Especially post-pandemic, "near me" searches continue to surge.
The bottom line? People are searching more than ever - they're just doing it in different ways.
Are they trusting Google, Bing & other search engines to get them to the right site?
YES.
And SEO is definitely still worth it - in fact, it's more valuable than ever.
Typical Concerns Business Owners Have About The Value Of SEO
As with any type of marketing, business owners may be concerned about whether it's worth the time, cost, and effort.
You're probably wondering if you even need SEO?
Here's 7 of the most common concerns Business Owners Have About SEO in 2025:
1) "AI Will Replace SEO"
This is the new #1 concern we hear. Business owners worry that ChatGPT and AI tools mean people won't search Google anymore.
The reality? AI tools often pull information from websites. If your site isn't optimised, AI won't find your content to reference. Plus, when AI gives generic advice, people still search for local, specific solutions - that's where your optimised website comes in.
2) "No Help is Needed"
Some business owners believe they don't really need any help. After all, there are plenty of online guides and AI tools that can help with SEO.
The truth? Modern SEO involves over 200 ranking factors, from Core Web Vitals to mobile-first indexing.
Expert assistance ensures you're not just following outdated advice from 2020, but implementing strategies that actually work in 2025.
3) "It's Too Expensive"
With inflation hitting everything, adding SEO to the marketing budget can seem cost-prohibitive.
However, when you consider that organic search drives 53% of website traffic and has a higher ROI than most paid advertising over the long term, the investment pays for itself. We'll show you the exact ROI calculations below.
4) "It's Not Instantaneous"
This hasn't changed - SEO still takes time. Google's crawlers need to discover, index, and rank your content.
Though it does take 3-6 months to see significant results, it provides compounding returns over the long term. Unlike paid ads that stop working when you stop paying, good SEO keeps bringing in traffic for years.
5) "The Business is Too Small"
Small business owners often think they just need a basic website and maybe some social media.
Here's the thing - small businesses actually have advantages in local SEO. You can dominate local searches in ways big corporations can't. Plus, with AI making content creation easier, small businesses can now compete on content quality without massive budgets.
6) "DIY Hacks Aren't Working"
We see this constantly - business owners try YouTube tutorials or AI-generated SEO advice, implement random tactics, then wonder why they're not getting results.
Modern SEO isn't about hacks - it's about creating genuinely helpful content, ensuring your website works flawlessly on all devices, and building authority in your field. These things work together as a system.
7) "I'm Already Doing Google Ads"
Google Ads are great for immediate results, but here's what we've found working with hundreds of businesses: SEO almost always beats Ads in long-term ROI. Plus, having both working together creates a compound effect - your ads perform better when you have strong organic presence too.
We've broken the rest of this guide down into 8 sections which will help you determine if SEO will still be worth it for your business in 2025 and beyond.
SEO vs Traditional Marketing in 2025
Traditional marketing techniques have been around for decades. I myself cut my teeth on offline direct response marketing back in 2007, helping small business owners get more customers with newspaper ads, flyers and Yellow Pages.
But the landscape has fundamentally shifted.
The Yellow Pages is essentially dead, and people have become incredibly good at ignoring traditional ads. We're talking about a generation that grew up with ad blockers and Netflix.
What makes online search different? People are actively looking for solutions when they search. They're not being interrupted by your message - they're seeking it out.
When someone searches "best restaurants near me" or "emergency plumber Brisbane," they have immediate intent. Your optimised website doesn't interrupt their day - it answers their question exactly when they need it.
The numbers don't lie:
- 68% of online experiences begin with a search engine
- 53% of website traffic comes from organic search
- Local searches have 3x higher conversion rates than other digital channels
Here's what's new in 2025: Search behaviour has become more conversational. People ask complete questions rather than just typing keywords. This actually benefits businesses that create helpful, comprehensive content rather than keyword-stuffed pages.
How to Measure The Value Of SEO in 2025
It's easy to spot claims that the ROI on SEO can be 500% or more.
You're probably calling BS right now?
After all, that's a huge jump in potential for any business, and it seems almost too good to be true.
Fact is though… we've gotten these kind of results for our clients many times.
But measuring SEO ROI in 2025 requires looking at more than just traffic. You need to track:
Direct ROI Calculation
Here's the formula we use:
ROI = (Revenue from Organic Traffic - SEO Investment) ÷ SEO Investment × 100
Example: A client invests $8,000 in SEO over 12 months. Their organic traffic converts to $56,000 in revenue.
ROI = ($56,000 - $8,000) ÷ $8,000 × 100 = 600% ROI
But There's More to Track in 2025:
Brand Authority Metrics:
- Share of voice in your industry
- Branded search volume increases
- Featured snippet captures
- Local pack appearances
Multi-Channel Impact:
- How SEO supports your paid ads (lower cost-per-click)
- Social media engagement from people who found you organically
- Email signups from organic traffic
Long-Term Value: Unlike paid ads, good SEO compounds. A blog post that ranks well can bring in leads for years. We have clients getting leads from content we created 3 years ago.
What Are The Greatest Opportunities In SEO for 2025
With AI making content creation easier and search becoming more sophisticated, new opportunities are emerging:
Local SEO Dominance
This is bigger than ever. With "near me" searches continuing to grow and Google's local algorithm improvements:
- Google Business Profile optimisation is crucial
- Customer reviews directly impact local rankings
- Hyperlocal content (suburb-specific pages) can capture targeted traffic
- Local link building from community organisations
AI-Optimised Content
Create content that serves both human readers and AI systems:
- Answer specific questions people ask AI assistants
- Use clear, structured formatting that AI can easily parse
- Focus on demonstrating real experience and expertise
Voice Search Optimisation
- Target conversational, question-based keywords
- Optimise for local voice searches ("find a dentist open now")
- Create FAQ sections that match how people actually speak
Visual Search SEO
- Optimise images with descriptive file names and alt text
- Use structured data for products
- Create visually appealing, searchable content
Niche Authority Building
Rather than competing for "plumber," become the authority for "emergency blocked drain repair Brisbane." Specificity wins in 2025.
The Generative Engine Optimisation (GEO) Opportunity
Here's the biggest opportunity most businesses are completely missing: Generative Engine Optimisation.
While everyone focuses on traditional Google rankings, smart businesses are optimising for AI engines like ChatGPT, Claude, Google's AI Overviews, and Bing's Copilot.
Why? Because these AI systems are becoming the first stop for many searchers.
What is Generative Engine Optimisation?
GEO is optimizing your content so that AI engines cite, reference, and recommend your business when users ask relevant questions.
Example: When someone asks ChatGPT "What's the ROI of SEO for small businesses?" - you want your content to be the source the AI references and recommends.
Why GEO is Critical in 2025:
AI Engines are information gatekeepers.
More people are asking AI assistants questions instead of searching Google directly. If AI doesn't know about your expertise, you're invisible to this growing audience.
Traditional SEO faces increasing "zero-click searches" where Google answers questions directly. With GEO, even if users don't click through, AI engines can still recommend your business.
When AI systems consistently reference your content as authoritative, it reinforces your expertise across multiple platforms simultaneously.
How to Optimise for Generative Engines
1 - Create AI-Friendly Content Structure
Use Clear, Definitive Statements:
❌ "SEO might be worth considering for some businesses"
✅ "SEO provides an average ROI of 500-600% for most service businesses"
Answer Questions Directly:
- Start paragraphs with clear answers
- Use question-based headers (H2, H3)
- Provide specific examples and data
2 - Implement Structured Data
AI engines love structured information:
- FAQ schema for common questions
- How-to schema for process explanations
- Review schema for credibility
- Organization schema for business details
3 - Build Authoritative Citations
Cite Your Sources:
- Reference studies, statistics, official data
- Link to reputable sources that support your claims
- Include publication dates for freshness signals
Demonstrate Expertise:
- Include author credentials and experience
- Show real client results (with permission)
- Use industry-specific terminology correctly
4 - Optimise for Conversational Queries
People ask AI engines complete questions, not just keywords:
Traditional SEO: "SEO cost Brisbane"
GEO Target: "How much should a small business in Brisbane budget for SEO services?"
Traditional SEO: "Website traffic increase"
GEO Target: "How long does it take to see traffic increases from SEO efforts?"
5 - Create Comprehensive, Definitive Content
AI engines prefer content that thoroughly answers questions:
- Complete topic coverage - Don't leave gaps that send users elsewhere
- Multiple perspectives - Address different scenarios and business types
- Actionable advice - Provide specific steps, not just theory
- Updated information - Keep content current with latest developments
The Citation Strategy
Primary Goal: When AI discusses your topic, it cites your content as the authoritative source.
How to Achieve This:
- Create the most comprehensive resource on your topic
- Update content regularly with fresh insights
- Build relationships with other authoritative sites for cross-references
- Ensure your expertise credentials are clearly displayed
Measuring GEO Success
Traditional Metrics Still Matter:
- Organic traffic and rankings
- Click-through rates from search results
- Conversion rates from organic traffic
New GEO Metrics:
- Brand mention frequency in AI responses (monitor with tools like Mention.com)
- Zero-click attribution - when AI cites your business without direct visits
- Indirect referrals - traffic from people who discovered you via AI recommendations
- Voice search performance - as AI powers more voice assistants
GEO vs Traditional SEO
They work together, not against each other.
Traditional SEO gets you found when people search directly
GEO gets you recommended when people ask AI for advice
Traditional SEO focuses on keywords and rankings
GEO focuses on being the authoritative answer to questions
Traditional SEO optimises for search engines
GEO optimises for AI comprehension and citation
The Immediate Benefits of GEO
- More comprehensive content improves traditional SEO too
- Better user experience from clearer, more structured content
- Increased authority signals across multiple platforms
Long-term Advantages
- Future-proofing against continued AI adoption
- Building authority that AI systems recognise and trust
- Capturing the growing "AI-first" search audience
Getting Started with GEO
Phase 1: Audit your existing content for AI-friendly formatting
Phase 2: Identify the top questions in your industry and create definitive answers
Phase 3: Implement structured data and clear citation practices
Phase 4: Monitor brand mentions in AI responses and optimize accordingly
The Bottom Line on GEO
Don't wait for your competitors to figure this out. The businesses that start optimizing for generative engines now will have compound advantages as AI adoption accelerates.
GEO isn't replacing traditional SEO - it's expanding it. But the businesses that master both will dominate their markets in 2025 and beyond.
Most importantly, GEO forces you to create genuinely authoritative content - which benefits all your marketing efforts, not just AI optimisation.
Is SEO Still Relevant In 2025?
Absolutely yes.
But let's address the elephant in the room: AI and the changing search landscape.
How AI Actually Helps SEO
- AI tools help create better content faster
- Google's AI provides more accurate search results (meaning better-optimized sites get better traffic)
- AI-powered analytics help us understand user behaviour better
What's Changed (And Why You Need to Adapt)
Search Intent is King: Google's algorithm is incredibly good at understanding what people really want. Keyword stuffing doesn't work because Google knows the difference between helpful content and spam.
Technical Requirements are Higher
Your website needs to:
- Load in under 3 seconds
- Work perfectly on mobile (mobile-first indexing)
- Have excellent Core Web Vitals scores
- Be accessible to people with disabilities
E-E-A-T is Everything
Google wants to see that you're a real expert with real experience. This means:
- Author bios and credentials
- Customer testimonials and reviews
- Links from reputable industry sources
- Content that demonstrates hands-on experience
The 2025 Reality
More people are searching online than ever, but they're also more sophisticated. They can spot AI-generated fluff content immediately. Authentic, helpful content wins.
The businesses succeeding with SEO in 2025 are those treating it as long-term brand building, not quick traffic grabs.
Is Paying for SEO Worth It?
Every business expense needs to justify its cost. Here's why professional SEO is worth the investment in 2025:
SEO isn't what it was even 2 years ago. The expertise required now includes:
- Technical SEO: Core Web Vitals, mobile-first indexing, site architecture
- AI Integration: Understanding how to create content that works with AI systems
- Privacy Compliance: Cookie-less tracking, GDPR compliance
- Multi-Channel Integration: How SEO supports your overall digital presence
DIY SEO mistakes in 2025 can be expensive:
- Google penalties for poor-quality content
- Technical issues that hurt your rankings
- Missed opportunities in local search
- Wasted time on outdated tactics
Professional SEO pays for itself by avoiding these costly errors and implementing strategies that actually work.
Algorithm updates, new search features, and changing user behaviour happen constantly. SEO professionals spend their time staying current so you can focus on running your business.
Are SEO Companies Worth It?
The right SEO company provides value that goes beyond just ranking improvements:
Modern SEO requires ongoing attention:
- Content creation and optimisation
- Technical maintenance and updates
- Local listing management
- Performance monitoring and adjustment
A good SEO company handles all this while you focus on serving customers.
Professional SEO tools cost thousands per month individually. SEO companies provide access to:
- Advanced keyword research platforms
- Technical SEO audit tools
- Competitor analysis software
- Performance tracking across multiple channels
The best SEO companies don't just optimise your website - they develop strategies that support your entire digital presence:
- Content that works for SEO and social media
- Local SEO that supports your Google Ads
- Technical optimisation that improves user experience
Professional SEO companies provide detailed reporting on:
- Rankings and traffic improvements
- Conversion and revenue attribution
- ROI calculations and forecasting
- Competitive positioning
What is the State of Google in 2025?
Google continues to dominate search with over 8.5 billion daily searches, but the company is evolving rapidly:
AI Integration Everywhere
Google's Search Generative Experience (SGE) and AI Overviews are changing how results appear, but websites are still the foundation. AI pulls information from optimised websites to create these enhanced results.
Privacy-First Approach
With third-party cookies disappearing and privacy regulations tightening, Google is emphasising:
- First-party data collection
- Privacy-sandbox technologies
- Transparent data usage
Mobile and Voice Priority
Google's mobile-first indexing means your mobile site IS your website in Google's eyes. Voice search optimisation is becoming essential as smart speakers and mobile voice search continue growing.
Local and Hyperlocal Focus
Google's local algorithm updates show increasing sophistication in understanding local intent and serving relevant local results.
The Bottom Line: Google isn't going anywhere. If anything, proper optimisation is becoming more important as competition increases and algorithms become more sophisticated.
Will SEO Exist In 10 Years?
Short answer: Absolutely.
Longer answer: SEO will evolve, but the fundamental need will remain the same - helping people find relevant information and businesses when they're searching for solutions.
What Will Change
- Search Methods: Voice, visual, and AI-assisted searches will grow
- Result Formats: More AI-generated summaries and interactive results
- Ranking Factors: User experience and genuine expertise will matter even more
- Content Types: Video, interactive content, and multimedia will be crucial
What Won't Change
- People will still need to find local businesses
- Companies will still need to be discoverable online
- Quality, helpful content will always outperform spam
- Technical website performance will remain important
The Growing Importance
With more businesses online than ever, standing out requires professional optimisation. The companies that invest in SEO now will have compound advantages in the future.
AI won't replace SEO - it will make good SEO more powerful and bad SEO more obvious.
The Bottom Line: Is SEO Worth It in 2025?
YES - but only if you do it right.
The businesses winning with SEO in 2025 understand it's not about gaming the system or finding shortcuts. It's about:
✅ Creating genuinely helpful content that answers real questions
✅ Building technical excellence that provides great user experiences
✅ Establishing authority through expertise and trust
✅ Adapting to new search behaviours like voice and visual search
✅ Integrating SEO with overall digital marketing strategy
SEO in 2025 is more valuable than ever - but it's also more complex. The businesses that treat it as a long-term investment in their digital presence, rather than a quick traffic grab, are the ones seeing exceptional returns.
Ready to see if SEO is worth it for your business? The data shows it probably is - but the strategy needs to be right for 2025 and beyond.