Tammivaara Digital Marketing

SEO is not the same anymore. In 2025, Google and other search engines are using AI in new ways. This changes how websites rank — and how people search.

Let’s have a look at what’s happening and how you can keep your website content visible. (If you just need the checklist in PDF format, you can download it here).

Search is Becoming More Like a Conversation instead of Sole Keywords

With AI, search engines don’t just match keywords. They try to understand:

• What problem the user is trying to solve
• What extra questions they may ask next
• The full meaning behind the search

People now type longer questions and expect clear, full answers — not just links.

What is Google’s AI Mode?

Google’s AI Mode gives users an instant answer directly in the search results. The answer may combine information from different websites.

Often, people don’t even click to visit any pages, unless your content is included in the AI answer.

This means that:

• Short, keyword-based pages are unfortunately not enough anymore.
• Search engines reward in-depth content that fully explains the topic.

What is Google’s Deep Search?

Google’s Deep Search goes even further. It looks for:

• In-depth explanations
• Expert-level content
• Complete guides that cover all the related questions

If your content gives only short answers, it may not appear in these deeper AI results.

How AI Changes SEO Content

Here’s a list of what you need to focus on now:

• Write for real people first, don’t just focus on how AI might interpret your content
• Answer real questions clearly
• Cover possible related questions in your article
• Explain why and how, not just what
• Use simple and natural language
• Add examples and details

Think like a helpful guide, not like a search engine!

What About Keywords?

Keywords still do matter, just not like before.

You still need to:

• Use the main keywords your audience searches for
• Place them in your titles, headings, and text

But you should not:

• Repeat keywords too much
• Write robotic sentences to fit keywords

Instead, write naturally and cover the full topic.

AI Will Also Change Your Analytics

Google will soon show AI Mode traffic in Search Console reports.
You may see:

• Fewer clicks from regular search results
• Higher-quality traffic (meaning more engaged visitors)

In the long run, AI may reduce total traffic, but the traffic you get will probably be more valuable.

Example: How SEO Content Has Changed

Let’s say you want to write a blog post about 5 Best SEO Tools in 2025.

In the old SEO style, the writer focused on repeating the keyword “best SEO tools 2025” several times, wrote short tool descriptions, and kept the article brief and keyword-heavy.

Let’s look at examples. These are of course very simplified versions, but you’ll get the idea.

Example of the old way:

Looking for the best SEO tools in 2025? Here are my top picks:

• Ahrefs — great for backlinks
• SEMrush — great for keywords
• Moz — good for beginners
• Screaming Frog — good for technical SEO
• Google Search Console — best free tool

These are the best SEO tools for 2025.

In the AI Mode approach, the writer focuses on answering real user questions, adding helpful explanations, and covering related topics in one article. The content helps the reader understand which tool fits their specific needs.

Example of the new way:

Choosing the best SEO tool in 2025 depends on your needs.

• Ahrefs helps you analyze backlinks and monitor your link profile. It’s great for off-page SEO.
• SEMrush gives you full SEO and marketing reports, including keyword research, site audits, and competitor tracking.
• Moz offers beginner-friendly tools for keyword tracking and domain authority scoring.
• Screaming Frog crawls your site and finds technical issues like broken links, duplicate pages, or missing meta tags.
• Google Search Console shows how your site performs in Google search and helps you fix indexing issues — completely free.

By giving clear explanations and useful context, your post becomes more helpful for both readers and Google’s AI system.

This is exactly the type of content AI Mode looks for: complete answers that solve the reader’s problem without needing to click through many other pages.

Quick AI SEO Checklist (2025 version)

• Focus on real search intent
• Answer full questions (not just short definitions)
• Cover possible follow-up questions
• Write clear, natural sentences
• Structure your content with headings
• Use examples to explain
• Add context and background information when needed
• Explain why and how — not just what
• Avoid keyword stuffing, but include important terms naturally
• Make the content useful even without extra research

Download the AI SEO checklist (PDF) here

AI is changing SEO fast. If you adapt now, you can stay visible — and even grow your traffic.

If you keep writing simple, helpful, and complete content, Google’s AI will see your site as a valuable source.

Want help creating AI-ready SEO content for your Finnish website?
Check out my SEO in Finland- services!