We’re nearly at the end of the year, how time flies! Let’s dive into the last-minute changes the SEO landscape has to offer for 2025, and discover how you and your business can stay ahead of the curve.
How AI Innovations Are Driving a New Era of SEO Performance
It feels like every day, AI is getting more advanced, never mind every month when this update comes around! Did you know that ChatGPT’s weekly active users grew 8x from October 2023 to April 2025 and are now at over 800M?!
Let’s recap recent AI updates from November so far, as we prepare for more changes next month!
Google’s AI Overviews Continue To Push The Ongoing Drop In CTR
When AI overviews are implemented in a SERP, year-over-year data has shown a 65% CTR decline in organic search. But this drastic decline isn’t only seen when AI overviews are in place; a 46% drop in CTR for organic search can now be expected, even without AI overviews on the page.
Ranking Position ≠ AI Visibility
According to data gathered by SEMRush, looking across several LLMs, it has been found that sites ranking in positions 21+ are favoured for related queries around 90% of the time. This could be due to the larger information pool or the fact that relevance is more important to AI systems than SE ranking factors, such as site speed.
This isn’t always the case, as positions 16-20 are barely cited, making organic ranking positions 1-5 more valuable.
The Good News
AI isn’t all bad, and has actually been benefiting SEO practices too. According to Semrush research, AI search visitors are projected to surpass traditional search visitors by early 2028, so what does this mean for SEO?
Increased Search Visitor Value
AI search visitors (tracked to a non-Google search source such as ChatGPT) are 4.4 times as valuable as the average visit from traditional organic search, based on conversion rate. Therefore, if you can optimise your site to appear in ChatGPT, your conversion rate could quadruple.
Where AI Is Pointing Users Next
Similarly, 50% of links included in ChatGPT responses point to business/service websites, according to this research from SEMRush, which could point to a real opportunity for your business.
Here at Wildcat Digital, we have witnessed this first-hand by receiving 15-20% of inbound inquiries via LLMs such as ChatGPT!
Ready for your business to start punching above its weight online?
The Growth Of Zero-Click Searches and What This Means For SEO
Zero-click searches are ultimately the arrow pointing to the drastic changes in SEO.
From AI overviews to AI snippets, local pack results to people also ask segments, elements resulting in zero-click searches are on the rise.
What Are Zero-Click Searches?
The term zero-click search refers to the ability to find the information the searcher requires without navigating to any other page beyond the SERP.
According to SEMRush, only 41.5% of searches lead to an organic search result click, making optimising for zero-click search increasingly important for SEO.
How To Target Zero-Click Search
There are two main methods of targeting this to achieve brand visibility:
- Target keywords that, organically, do not trigger SERP features, so that users have to click to find the answers
- Optimise content specifically to appear in search features, using structured data, for example
At the end of the day, zero-click search is not the end of SEO, but a new path that we need to navigate by fine-tuning our strategy.
Canva Rolls Out Intuitive Email Composer, Making It A One-Stop Design Platform
The Canva community is going crazy for the new email composer released this month. Canva has focused on ironing out a few creases that commonly appear in other email composers with this tool, such as flagging email-safe fonts.
Let’s look into some pros and cons of the tool.
Pros
- Brand consistency – using Canva’s branding templates
- Single workspace – asset design + email composition
- Quick and easy
Cons
- Limited integrations – no sending infrastructure
- Manual process – automation isn’t available
- No analytics available
So, for smaller businesses that need to send one-off emails or create mock-ups, the tool is ideal. However, if you are looking for a composer that can do it all, Canva probably isn’t the workspace for you.
How You Can Adapt Your Digital Marketing Strategy To Stay Ahead
Here are our top tips for staying ahead of the curve as 2025 draws to a close:
- Continue to make the shift from creating content for traditional SEO ranking factors to focus on AI visibility. Rankings alone are not the definition of a successful campaign
- Prioritise LLM optimisation for high-value traffic; traffic brought from LLMs is much more valuable than from SERPS
- Implement zero-click into your strategy to increase the impressions your content can make
- Start preparing for the ever-growing changes the coming years can bring:
- Focus on AI
- Create content to answer queries, not just to implement keywords
How Wildcat Can Help Your Business Punch Above Its Weight Online
Whether you’re the business owner, a director, or the marketing manager, Wildcat Digital can help you realise your potential and get the highest possible value from your online presence. We mould to your team, working in a truly symbiotic way that is tailored to your individual needs.
- Our team of SEO specialists work hard to improve your search rankings, increase traffic and gain valuable leads that feed your bottom line.
- Let our paid media specialists build your ad campaigns in a smart, sustainable way to start generating more traffic to your website.
Get your brand out there with strategic social campaigns that build awareness of your brand, drive traffic, and encourage conversions.
Paul Pennington
SEO Account Director
