Danny Andrawes 1 February 2025

Major AI-Driven Search Changes in 2024 and What’s Coming Next

Who else felt like they blinked, and suddenly realised AI search was everywhere in 2024? And while the fundamentals like keywords and backlinks are still vital to Search Engine Optimisation / SEO excellence, there’s no denying how AI impacted online searches profoundly. It’s reshaped user behaviour and search engine operations, marking a fascinating year of adaptation and innovation.

At Online Marketing Gurus, we’re not just observing these changes; we’re dissecting them, understanding the nuances and helping businesses adapt. Let’s dive into the key developments of 2024 and armed with our expert insights, take a glimpse into 2025.

You may also want to review: Year-End Review of Australian SEO in 2024 & Getting Ready For 2025 

The Rise of AI-Powered Search in 2024

2024 wasn’t just another year in digital marketing — it was a pivotal chapter, to say the least. The seeds of AI search that had been sown in previous years truly blossomed, fundamentally altering the search landscape. Businesses scrambled to understand and adapt to a world where search engines became increasingly intelligent and user- centric.

AI Powered Search

AI-Powered Search

Let’s explore the major developments:

Search Engine Algorithm Updates

Google and Bing didn’t just dip their toes into AI in 2024; they dove in headfirst. Their algorithms underwent significant upgrades, integrating sophisticated AI models that went beyond simply keyword matching to focus on understanding user intent and the context behind queries.

This meant that search engines were now trying to decipher why a user was searching, not just what they were searching for. Consequently, some traditional on-page SEO tactics that relied heavily on exact-match keywords saw diminishing returns, while foundational SEO best practices, like authority building and technical optimisations, remained important. Businesses had to evolve their strategies to align with a more nuanced, AI-driven approach to search. This includes creating comprehensive content that addresses the underlying needs and motivations driving user AI searches.

The Emergence of Generative AI in Search

Perhaps the most visible change in 2024 was the rise of Search Generative AI directly within search results. Tools like ChatGPT and Google’s Gemini AI (previously Google’s Bard AI) began providing direct answers to user queries, often eliminating the need to click through to a website. This presented a double-edged sword for businesses.

On one hand, it created a challenge for those relying on organic traffic, as users could get their answers without ever leaving the search results page. It’s like your website went from being the main course to a side dish — still important, but not always the star of the show.

On the other hand, it offered an opportunity to become the trusted source feeding these AI models. The impact on click-through rates and website traffic was undeniable, forcing marketers to rethink their content marketing strategies and find new ways to engage users.

Voice Search and Conversational AI

Voice search continued its upward trajectory, driven by advancements in natural language processing (NLP). Virtual assistants like Siri, Alexa, and Google Assistant became even more conversational and accurate, prompting marketers to optimize content for voice-based queries.

This trend forced marketers to optimise content for voice search, which often involves long-tail keywords and natural language phrasing. Businesses had to adapt by creating content that mirrored how people naturally speak and ask questions rather than just focusing on traditional keyword formats. Notably, voice search optimisation has been very useful for local SEO.

Search GPT

2024 marked the integration of Search GPT by Open AI, a cutting-edge tool combining large language models with real-time search data. This innovation delivered highly relevant and contextually aware results. This was a big deal, as it signaled a move towards a more dynamic and intuitive search experience. For those keeping up with AI’s impact on online searches, it quickly became apparent that Search GPT could be a game-changer for both users and marketers.

Search Gpt

AI in Search

But what exactly is Search GPT under the hood? Essentially, it’s a sophisticated AI model trained on a massive dataset of text and code, allowing it to understand the nuances of human language and generate human-quality text. Unlike traditional search algorithms that primarily rely on keyword matching, Search GPT can grasp a search query’s underlying intent and context. It can then synthesise information from various sources and present it in a coherent and informative way. Think of it as having a super-intelligent research assistant built directly into your search engine, capable of understanding complex questions and delivering insightful answers in real time.

Google AI Overviews

Amidst the rise of AI-powered search alternatives, Google, a name synonymous with online search for decades, wasn’t about to be left behind. Their rollout of AI Overviews in 2024 could be seen as a strategic move to maintain their dominance and keep users engaged within the Google ecosystem rather than losing them to emerging AI-first search platforms. After all, “googling” has become an ingrained habit for a generation, and Google’s advantage lies in leveraging that familiarity while integrating cutting-edge AI.

Google AI Overviews are AI-powered summaries that appear at the top of SERPs, providing concise answers to user queries synthesised from multiple sources. This feature marked a major shift in how information was presented and consumed online. It’s a clear indication that Google is prioritising direct answers and user convenience, further proving its dedication to staying ahead of the curve in AI search.

However, some industry voices raised a more controversial point — that this move was also a way to keep advertisers firmly within Google’s orbit, ensuring that ad revenue wouldn’t flow to new AI search players. For businesses, this meant that getting featured within these AI Overviews became a new, highly coveted form of visibility. It required a renewed focus on providing clear, concise and authoritative information that the AI could easily digest and feature.

The Gurus’ Predictions for AI in Search for 2025

Looking ahead to 2025, we foresee an even more dynamic and AI-centric search landscape. Here’s what we expect:

Even More Advanced Generative AI Integration

If 2024 was the year generative AI entered the search arena, 2025 would be the year it would take centre stage. We predict that generative AI will play an even more prominent role in search results, delivering more comprehensive, nuanced and contextually aware answers. AI’s impact on online searches will be felt even more deeply. Expect to see AI not just summarising information but also engaging in more complex reasoning and synthesis.

This means businesses will need to significantly adapt their content strategies. Simply regurgitating information that AI can quickly generate won’t cut it. Instead, the focus will shift to providing unique value, original insights and in-depth analysis beyond what AI can produce. Think proprietary research, expert opinions and unique perspectives that demonstrate thought leadership.

Increased Focus on User Experience

Google’s algorithm update for page experience, which started rolling out before 2024, was just the beginning. We predict that AI-powered search engines will place even greater emphasis on UX signals in 2025. Factors like page speed, mobile-friendliness, intuitive navigation and overall site design will become even more critical for search rankings.

AI searches will be heavily influenced by how easily users can find what they need. This is because AI will be better equipped to understand and evaluate the quality of a user’s experience on a website. Businesses that prioritise UX, creating fast, accessible and user-friendly websites, will be rewarded with better visibility in search results.

Hyper-Localisation of AI Search

In 2025, we predict AI searches will become increasingly localised, with search engines delivering even more geographically relevant results. This trend will be driven by advancements in AI’s ability to understand the nuances of local context, including regional dialects, cultural preferences and real-time local events.

Imagine searching for “best pizza” and getting results not just for your city but for your specific neighbourhood, considering current traffic conditions, local events that might impact restaurant availability and even the popularity of specific pizza places among locals at that particular time. This hyper-localisation will create new opportunities for local businesses to connect with nearby customers through highly targeted AI searches.

Ethical Considerations and AI Regulation

The rapid evolution of AI in search inevitably brings ethical considerations to the forefront. In 2025, we expect to see a growing discussion around issues like bias in AI algorithms, data privacy and the potential for misuse of AI-generated content. Regulatory bodies may also start to take a closer look at the AI search landscape, potentially introducing guidelines or regulations to ensure the responsible development and deployment of AI.

Businesses must stay informed about these developments and prioritise transparency and user trust. This means being mindful of potential biases in their data and algorithms, being upfront about their use of AI and adhering to ethical guidelines and best practices.

The Human Touch in an AI World — Staying Ahead in Search

2024 undeniably redefined the search landscape, and 2025 promises even greater transformations, with AI impacting online searches in a multitude of ways. From advanced generative AI to hyper-localisation, the changes are accelerating.

At Online Marketing Gurus, Australia’s top SEO agency, we combine cutting-edge tech with strategic expertise to help you thrive. Don’t worry; we’ve got our AI expert hats on, and we’re ready to guide you towards sustainable growth and a dominant online presence.

Contact Australia’s leading digital marketing agency today, and let’s chart a successful course in this exciting — albeit slightly daunting — new world of AI search.

About the Author

Danny Andrawes

Danny Andrawes, Chief Executive Officer of OMG, plays a pivotal role in shaping the agency's strategic direction. With nearly 20 years of experience, he progressed from Content Specialist and Digital SEO Specialist to CEO, leveraging his impressive background in SEO/SEM delivery, client acquisition and retention, and change management to enhance OMG's service offerings. Danny’s leadership emphasises client partnerships and the integration of cutting-edge tools to optimise digital campaigns, positioning OMG as a trusted partner for businesses worldwide.

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