GEO instead of SEO: Google Core updates and SEO priorities for the future-an analysis of March 2025 updates

Generative Engine Optimization (GEO): The next step for SEO strategists

The world of search engine optimization (SEO) is constantly evolving. Algorithm updates from Google, the dominant player in the search engine market, have a profound impact on how websites rank in search results. The Google March 2025 Core Update, rolled out from March 13th to 27th, 2025, is another example of this continuous adaptation.

This update aims to improve the quality of search results by better highlighting more relevant and useful content. At the same time, artificial intelligence (AI) is gaining increasing importance in the search engine landscape. This is leading to the emergence of new optimization paradigms such as Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO).

This report analyzes the impact of the recent Core Update, examines future SEO priorities for 2025 in light of the growing role of AI, and provides actionable recommendations for SEO professionals to successfully position themselves in this changing environment.

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The Google March 2025 Core Update in detail

Google considers the March 2025 Core Update a “regular update” aimed at better highlighting more relevant and satisfying content from all types of websites. It is the first core update of 2025 and follows the December 2024 update. Google emphasizes its ongoing efforts throughout the year to showcase more content from creators through various improvements.

This statement suggests a continuous refinement of the algorithm, with a focus on rewarding valuable content creators, possibly including smaller and independent websites. The ongoing development of the algorithm and the potential reweighting of ranking factors aim to achieve this goal. The explicit mention of supporting creators indicates a conscious effort to diversify search results beyond established players.

Furthermore, the update aims to improve the quality of search results by displaying more content that users find genuinely useful and less content created solely for search engines. This underscores Google's long-standing emphasis on user-centric content and signals a continued crackdown on manipulative SEO tactics. With the focus on truly useful content, content that prioritizes user needs, provides comprehensive information, and delivers unique value is likely to be favored. Conversely, content that is thin, keyword-stuffed, or solely geared toward ranking is likely to be penalized.

Impact on search results

The update rollout lasted approximately two weeks, from March 13th to 27th, 2025. The initial rollout showed both positive and negative fluctuations in rankings for some websites. The impact didn't appear to be as widespread as with some previous core updates, but it was still significant for the affected websites. This suggests that while the core update included fundamental changes, its effects may have been more targeted or nuanced compared to more comprehensive updates in the past. The fact that some websites experienced significant changes while others were less affected could indicate that the update targeted specific types of content or optimization techniques. It could also suggest that Google is making its algorithm adjustments more precisely.

Tracking tools have experienced some difficulties due to changes to Google's search engine results pages (SERPs). This highlights the dynamic nature of SERPs and the challenges SEO professionals face in monitoring the immediate impact of updates. Changes to SERP functionality can affect how organic results are displayed and clicked, making it more difficult to isolate the effects of core ranking algorithm changes.

Some forum websites experienced significant drops in visibility after a period of increased visibility following Google's "Hidden Gems" update in mid-2023. This suggests a possible recalibration of how Google evaluates forum content, indicating that simply having a forum is no longer enough to achieve high rankings. The initial boost for forums may have been an experiment or adjustment that Google has since refined. This underscores the importance of not relying on temporary ranking gains based on specific updates.

Websites that create large quantities of programmatically generated pages for SEO purposes also saw significant declines. This reinforces Google's stance against automatically generated or low-quality content designed solely to manipulate rankings. Programmatic content, while scalable, often lacks the depth and originality that Google prioritizes. This update has likely penalized such content even further.

Some members of the SEO community reported a significant drop in indexed pages during the update. This could indicate a stricter evaluation of content quality and relevance for indexing, potentially removing thin or useless pages from the index. If Google is focusing on quality and relevance, it's plausible that they might de-index pages that don't meet their standards, even if those pages were previously indexed.

SEO experts observed significant volatility in the SERPs during the rollout. Concerns were raised about the update's potential targeting of small websites and online stores. Some users reported traffic losses and reduced AdSense revenue, while others saw improvements. The update appeared to affect various sectors, including retail, government agencies, forums, and content publishers. This broad impact underscores the fundamental nature of core updates, which influence rankings across different industries and website types. Core updates typically don't focus on specific niches; they involve changes to the core ranking system that can have far-reaching consequences.

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Google's recommendations

Google did not provide any new specific advice for the March 2025 update, but reiterated previous recommendations. The most important recommendation remains creating helpful, reliable, and user-centric content. There are no specific measures for immediate recovery; the most significant changes may become apparent after future core updates. Google advises website owners to review their list of questions to consider when their site is affected by a core update, focusing on content quality, expertise, presentation, and comparison with top-ranking websites. A negative impact on rankings does not necessarily mean there is anything wrong with the pages; other websites might simply be considered more relevant.

Google recommends using Search Console to monitor traffic drops and analyze top pages and search queries to understand the impact. “Quick fixes” should be avoided; instead, the focus should be on long-term, sustainable improvements that benefit users. Deleting content should be a last resort and only considered when the content is deemed beyond saving and was primarily created for search engines. Google’s consistent message underscores a fundamental principle: prioritizing value over everything else. Recovering from core updates is a long-term process that requires a deep understanding of user needs and the creation of high-quality content. Google’s advice isn’t about chasing specific algorithm signals, but rather about building a website that provides genuine value to its audience. This aligns with its goal of delivering helpful and reliable results.

SEO priorities for 2025

Google's core updates consistently aim to prioritize content that is useful, informative, and fulfills users' search intent. Content should be original, well-researched, and comprehensively answer users' questions. The focus should be on creating content that provides genuine value to users, understands their intent, and ensures relevance. High-quality, user-centric content remains the foundation of successful search engine optimization, especially as algorithms become increasingly sophisticated in evaluating content quality and user satisfaction. As AI plays a larger role in ranking search results, the ability to create content that resonates with human users and provides real value will become even more critical. AI is likely to be able to recognize patterns of engagement and satisfaction that correlate with high-quality content.

Google is increasingly prioritizing the overall user experience, including seamless navigation, fast loading times, and an intuitive user interface. Technical SEO aspects such as mobile-friendliness, page speed, indexability, and website security (HTTPS) remain crucial for Google's evaluation of a website. Ensuring mobile optimization with responsive design and touch-friendly navigation is essential. Loading speed should be improved by compressing large images and optimizing the code. A positive user experience not only satisfies visitors but also signals to search engines that a website is valuable and trustworthy. Technical SEO provides the foundation for search engines to effectively crawl, index, and understand content. Google's focus on page experience metrics indicates that they use user signals to assess the quality and usability of websites. A fast, secure, and user-friendly website is likely to perform better in search results.

The concept of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) remains a crucial factor in Google's content evaluation, especially for "Your Money or Your Life" (YMYL) topics. Expertise should be demonstrated through well-researched content, clear authorship, and references to reliable sources. Authority is built by obtaining backlinks from reputable websites and cultivating a strong online reputation. Trust is fostered by ensuring website security, transparency, and information accuracy. It is advisable to create or update author bios highlighting relevant qualifications and experience and to implement a fact-checking process for all content. In an era of increasing misinformation, Google places a high value on content originating from credible sources and demonstrating expertise. Building EEAT is essential for gaining and maintaining trust with both users and search engines. The emphasis on EEAT, particularly given the rise of AI-generated content, suggests that Google wants to ensure users receive reliable information from knowledgeable sources. This is particularly important for issues that can affect people's health, finances, or safety.

Search is evolving beyond traditional text-based searches on Google with the rise of AI-powered answer engines, voice search, and visual search. It's essential to optimize content for multiple platforms like YouTube, TikTok, Amazon, and social media, each with its own search capabilities and ranking factors. Voice search should be addressed by using natural language and long-tail keywords. For visual search, providing high-quality images and descriptive alt text is crucial. The SEO landscape is becoming increasingly fragmented, requiring a multifaceted approach that considers where users search and how they interact with information across different platforms and formats. As user behavior diversifies, SEO strategies must extend beyond simply optimizing for traditional Google web search. Understanding user intent in various contexts and optimizing content accordingly will be critical for reaching a broader audience.

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The influence of AI on search

AI-powered chatbots and generative search engines are transforming how users interact with search platforms; they now expect intent understanding and dialogue-oriented, detailed answers. Users are increasingly relying on AI-generated overviews and LLMs for their search activities and expect synthesized information from various sources. There is a growing expectation for personalized search results tailored to users' preferences and behaviors. AI is driving a shift from keyword matching to a more nuanced understanding of user intent, leading to expectations for more comprehensive and personalized search experiences. AI's ability to process natural language and understand context enables search engines to deliver more direct and relevant answers, changing how users formulate their search queries and interact with the results.

AI-based answer engines and chatbot-driven search tools are increasingly being used alongside traditional search engines. Search engines are moving away from traditional keyword matching toward AI-powered discovery systems that better understand and anticipate user intent. AI enables users to search using text, speech, images, and videos, necessitating optimization for these diverse formats. AI facilitates a shift from simple keyword-based queries to more intelligent systems that can understand complex queries, synthesize information, and present it in various formats. AI's ability to analyze massive amounts of data and recognize patterns enables more proactive and contextual search experiences, where the engine anticipates user needs and provides relevant information even before a specific search query is entered.

SEO must adapt to optimizing for multiple platforms and search formats, requiring a broader range of expertise and a deeper understanding of various algorithms. The focus is shifting from mere visibility to engagement, ensuring content provides meaningful value that encourages users to explore further. AI tools can assist with keyword research, content creation, and identifying optimization opportunities. Understanding how AI interprets content and prioritizes information is crucial for effective optimization. Building brand authority and credibility becomes even more important as AI systems prioritize reliable sources. AI presents both challenges in adapting to a more complex search landscape and opportunities to leverage AI tools for improved optimization and content creation. The rise of AI necessitates a fundamental shift in SEO thinking, moving away from manipulating algorithms and toward understanding how AI comprehends and presents information to users. This requires a deeper understanding of natural language processing, machine learning, and user intent.

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Generative Engine Optimization (GEO)

Generative Engine Optimization (GEO) is the practice of optimizing content specifically for AI-powered generative search engines to improve visibility and relevance in AI-generated results. Targeting AI-powered platforms rather than traditional search engines, GEO focuses on AI discoverability and content relevance instead of keyword-centric approaches. The goal is to ensure that the brand message is accurately represented and effectively disseminated in AI-generated results. GEO involves understanding and aligning with the evolving algorithms and criteria of AI engines. GEO represents a significant evolution of search engine optimization, requiring a shift in focus from ranking in traditional SERPs to inclusion and citation in AI-generated content. As AI becomes a primary method for users to seek information, optimizing content so it can be understood and utilized by AI models is crucial for maintaining visibility and brand presence.

To optimize content for AI-driven generative models, it is important to:

To focus on user intent

Create comprehensive content that clearly and precisely answers user queries, provides added value, and directly addresses their needs.

Use relevant keywords

Integrate long-tail and semantic keywords in a natural and contextual way to consider user intent and AI search priorities.

To optimize the content structure and clarity

Use clear and simple language, structure complex information with bullet points and lists, and ensure a smooth, logical flow throughout the content.

Building brand authority and credibility

Ensure consistency across all brand units, develop an industry-focused backlinking strategy, and utilize PR measures.

To be continuously monitored and adjusted

Continuously analyze performance metrics and adapt strategies to keep pace with evolving AI algorithms and user behavior.

Technical optimization for AI accessibility

Ensure fast loading times, mobile-friendliness, and clean code so that AI engines can discover, read, and incorporate content.

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AI optimization: The key to better discoverability

GEO requires a holistic approach that combines traditional SEO principles with a deep understanding of how AI models process and generate information. Optimizing for AI involves not only making content discoverable, but also ensuring that it is structured and written in a way that AI can easily understand, synthesize, and use to generate answers.

It's crucial to understand how AI interprets and generates content. Generative AI models identify patterns and relationships within large datasets using reinforcement learning from human feedback. Understanding how AI platforms represent a brand is essential. Generative SEO (GEO) involves ensuring AI systems understand the broader context of the content, its relationship to the brand, and other levels of detail. Brand quotes from relevant sources can significantly improve contextualization for AI models. Effective GEO requires an understanding of the underlying mechanisms of AI models, including how they learn, interpret information, and generate responses. By understanding how AI processes language and identifies relevant information, SEO professionals can better align their content and optimization strategies with these processes, increasing the likelihood of their content appearing in AI-generated output.

The evolution of search results: From links to AI-generated answers

Google is increasingly using AI-generated summaries (formerly Search Generative Experience – SGE) to provide direct answers and summaries at the top of search results. AI summaries are becoming more sophisticated, using models to answer complex queries with higher-quality answers and multiple sources. Google is also testing features that link from AI summaries to additional search results. The traditional ten-link SERP is being supplemented and potentially replaced by AI-generated answers, fundamentally changing how users find information.

The rise of AI-generated answers could lead to a decline in clicks on traditional organic search results, thus impacting organic website traffic. SEO focus may need to shift from simply generating traffic to ensuring brand presence and authority within AI-generated answers. SEO professionals must prepare for a search landscape where zero-click searches become more common and success is measured not only by traffic but also by influence and visibility within AI-generated output. As users receive satisfying answers directly from AI overviews, they may require fewer clicks on individual websites. This necessitates a reassessment of SEO goals and metrics.

To optimize content for appearance in AI-powered search results, it is important to:

Structuring content in a question-and-answer format

Use clear headings that use questions as titles to optimize for AI overviews.

To write concise answers

Write answers of 40 to 60 words that summarize important information while also highlighting additional value on your website.

To provide direct answers to search queries

Place the direct answer in the first paragraph or section of the content.

Use bullet points, numbered lists and tables

Make information easily digestible for AI algorithms.

Integrate relevant keywords and semantic variations

Use them naturally in the content.

To ensure that the content is accurate, authoritative, and trustworthy

Cite sources and demonstrate expertise.

Implementing relevant schema markup

Use FAQ and HowTo formats to help search engines understand the context of the content.

Optimizing for AI-powered search output requires a focus on providing clear, concise, and structured answers that directly address user queries and make it easier for AI to extract and present the information. To appear in AI summaries, content must be formatted to align with how AI models extract and synthesize information. This means prioritizing direct answers and clear organization.

Answer Engine Optimization (AEO)

Answer Engine Optimization (AEO) is the process of optimizing content to ensure that AI-powered platforms, voice assistants, and search engines can easily extract and display direct, authoritative answers to user queries without requiring a click on a website (zero-click answers). AEO focuses on optimizing for featured snippets, answer boxes, and AI-generated responses. With the rise of voice search and AI assistants, AEO is becoming increasingly important for visibility. AEO is a crucial strategy for capturing user attention in a search landscape where direct answers are becoming more prevalent. As users increasingly rely on voice assistants and expect instant answers, optimizing content for direct answers is essential to effectively reach them.

The best practices for AEO include:

Target specific questions

Conduct thorough keyword research to identify popular user queries, especially question-based searches with modifiers like "what is" and "how to." Use tools like AnswerThePublic and Google's "People also ask.".

Give concise and clear answers

Answer the user's question directly and concisely, aiming for brevity (approximately 40-60 words for featured snippets) while providing valuable information. Avoid unnecessary explanations and overly technical language.

Use structured data markup

Implement schema markup (e.g., FAQ schema, How-To schema, Q&A schema) to help search engines and AI systems understand the context of your content and increase the likelihood of appearing in quick answer formats. Validate the markup using Google's Rich Results Test.

Write high-quality content

Create well-researched, informative content that is tailored to the needs of the target audience and naturally incorporates relevant keywords.

Create comprehensive FAQ pages

Develop dedicated FAQ pages that provide structured answers to frequently asked questions, improve usability, and offer opportunities for featured snippets.

Optimize paragraph length

Keep paragraphs short and easy to read, as featured snippets often use short excerpts of text.

Improve the quality of the content

Ensure that the content is thorough, authoritative, accurate, and easily understandable for search engines and users.

Effective AEO requires a strategic approach to content creation that focuses on answering user questions directly, clearly, concisely, and in a structured manner, and on leveraging the power of structured data to improve discoverability through answer engines. By anticipating the questions users ask and providing high-quality, easily understandable answers, websites can increase their visibility in answer boxes and voice search results, even if users don't click through to the website.

Voice search engines use machine learning to understand and respond to natural language queries. Optimize your content to match the conversational tone and sentence structure of voice queries by using long-tail keywords and natural language. Consider "near me" optimizations for local search results and ensure answers are clear and easily understood when read aloud by voice assistants. As voice search usage increases, optimizing for natural language queries and providing clear, spoken answers will be crucial for reaching users via voice assistants. Voice search queries are typically longer and more conversational than text-based searches. Optimizing for voice search requires an understanding of how people speak and structuring content accordingly.

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User-centric content: The secret behind the Google Core Update

The Google March 2025 Core Update underscores the continued importance of user-centric, high-quality content in the ever-evolving search engine landscape. The increasing integration of artificial intelligence into search is not only transforming user behavior and expectations but also giving rise to new optimization strategies such as GEO and AEO. The shift in search results toward AI-generated answers challenges traditional SEO approaches and necessitates an adaptation of strategies to succeed in this new environment.

Recommendations for SEO experts

To successfully position themselves in this changing landscape, SEO experts should consider the following recommendations:

Continuously monitor core updates

Analyze their impact on website performance.

Prioritize high-quality content

Create user-centric content that comprehensively answers the search intent.

Improve user experience and technical SEO

Invest in these aspects of your website.

Build and demonstrate EEAT

Gain the trust of users and search engines.

Adapt SEO strategies

Consider different platforms and search formats beyond the traditional Google search.

Implement Generative Engine Optimization (GEO)

Optimize content for AI-powered generative models.

Focus on Answer Engine Optimization (AEO)

Aim for specific questions and provide concise, clear answers.

Use structured data markup

Improve the visibility of content in answer engines.

Optimize for voice search

Use natural language and long-tail keywords.

Using AI-powered tools

Simplify keyword research, content creation, and performance analysis.

Continuously review and adapt strategies

Respond to algorithm updates and AI advancements.

The SEO landscape is constantly evolving. Staying informed about the latest trends and algorithm changes is crucial for long-term success. A willingness to experiment and adapt strategies is essential for navigating the future of search engine optimization.

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