How to get your website optimized for Search in 2025?

Struggling to bring more organic traffic on your website? Has the recent June update from Google, hit your website’s rankings? We are seeing cascading updates from Google since last year. Recently, they added an AI mode to their search engine. As I write this blog a week prior, Google came up with web guide option on search. After the June 16th Core Update, the impressions from AI overviews and AI mode are being counted in search console. Due to this, the correlation between the impressions and clicks got disrupted. Experts suggest that we are now getting into a new, evolved customer journey which is inclusive of AI. In this article, we will understand how you can get your website optimized for search engines in today’s dynamic scenario.

In short, the answer to all this is simple – marketers have known it all along.

"Publish valuable Content for readers."

What is SEO (Search engine optimization) really, after AI?

Fundamentals of SEO are still intact. SEO is optimizing the website using various methods for the potential customers and audiences. It lets them discover your website on the internet through search engines. It is similar to searching for a number on a phone book directory. It helps us get in touch with right people, at right time and get hold of right product or service.

How do search engines work?

SEO works by optimizing the website’s content, structure and performance to align with search engine algorithms. This is how a search engine discover and shows your website on its SERP (Search engine result page);

• Crawling: Search engine bots crawl the websites to understand its content.

• Indexing: After crawling, your content is stored in the search engine’s index.

• Ranking: When users type a query, search engines rank indexed pages based on relevance, authority and user experience.

• Serving Results: Most relevant and high-quality pages appear on the first page of SERP.

Pillars of SEO with AI

To make SEO work effectively, publishers must focus on multiple areas and do keyword optimization, technical SEO, content marketing and link-building. They together form the pillars of SEO: On-page SEO, Off-page SEO, Technical SEO and Content SEO. All of them are interlinked and dependent on each other.

Let’s quickly touch on them one by one and also discuss what has changed after AI has been implemented to search.

• On-Page SEO - Optimizing individual pages using keywords with which they can be discovered on search engines. These keywords are usually used on the meta-tags i.e. in the title, primary heading and in the initial paragraph of the blog or article. LSI (Latent semantic keywords) or synonyms are used at various places in the write up. Long tail and short tail keywords are also used as applicable.

  All the SEO malpractices, like keyword stuffing, cloaking and hidden text isn’t going to work now. Write content that is helpful for your audiences after understanding what their interest is, content that follows E-E-A-T and YMYL policies. However, do that carefully. As, YMYL content if not helpful, can also affect your rankings conversely.

• Content SEO - Carefully research and listen to what your audience is looking for. Use tools like Google keyword research, answer the public, Google trends or also asked to find out what are the users searching for. Write content that includes UGC (user generated content) for SGE (search generative experience). With UGC, real customers get engaged, thus it builds lasting trust, authority and engagement. Use the content which is a mix of AI + human writers to appear in the GPT searches and AI overviews. This will optimize your AEO. (Source - Ahrefs)

• Technical SEO - Website should be technically optimized. Means, all pages should load appropriately, without 400 or 300 website errors. The website should be mobile-friendly. Loading speeds should be above the threshold. Redirects, nofollow, canonicals and other schema related optimizations should be in place. An audit can be done using various SEO tools such as SEMrush, Ahrefs, Moz, Screaming frog etc.

• Off-Page SEO - Here, we connect the website with internal and external links. By earning quality external backlinks, SEOs improve online authority of their website. This can be done by doing various activities such as - guest posting, developing social signals such as likes, shares etc., brand mentions, influencer collaborations, online reviews on Google etc. After AI, only building quality and authoritative links will help.

How all this helps your business?

With the AI now integrated with search engines, leverages the entire search game. Now the publishers, who are following Google’s guidelines, stay in good ranks versus the rest. SEOs who know their job well, will keep on optimizing their websites for the search engine algorithms consistently ranking at a decent place on SERP.

When Google or Bing or any other search engine gives you a decent place to rank on their SERP (Search result page), it is happening because of publishing relevant and high quality content which is helpful for the readers. When your business organically appears on the first SERP, it gives you a competitive edge by having more traffic and organic leads that usually has a better conversion rate than ads. Your business is considered reputed and authoritative than the rest.

Interesting facts and stats;

1. SEO provide competitive edge to your business.

2. It is the most cost-effective marketing strategy.

3. Gives boost to your organic traffic and lead generation.

4. 93% of all web experiences begin with a search engine, primarily Google. (Source)

5. 75% of users never scroll past the first page of search results. (Source)

6. 90% of marketers believe Google Search will remain the primary platform for digital discovery through 2030. (Source)

7. SEO targets users with high intent, making it more effective than outbound marketing methods.

8. SEO builds long-term brand equity by establishing your authority online. Improves your brand credibility.

9. Google and other search engines prioritize relevance and quality, so effective SEO strategies help you meet those standards.

SEO is not a one-time effort - it’s an ongoing process that demands strategy, patience, and consistent improvements. Whether you're just starting out or looking to enhance your existing strategy, embracing core SEO principles can put your brand ahead of the curve and help you dominate search engine rankings. For new businesses, opt for a SEO agency which can be your external SEO marketing arm delivering results.

Need help with SEO?

Get a free website audit done today to get customized strategies that can help your business stay on top of evolving search engine algorithms. Consider partnering with DSJ Marketing for SEO services. Start optimizing today - your future customers are already searching.

Write to us at info@dsjmarketing.in.