Biggest takeaways from Google I/O 2025

Luke Meredith

At this year’s Google I/O 2025 conference, SEO (search engine optimisation) professionals saw a glimpse of the future of search, and how revolutionary advancements can change the landscape.

With AI (artificial intelligence) at the centre stage, Google’s recent developments have the potential to revolutionise how content is discovered, ranked and engaged with.

Perhaps the most surprising of these developments was the expansion of Google’s AI Mode in Search. Deep Search, a prime component of AI Mode, enhances search results by taking hundreds of supporting queries into account instead of just a few, creating more in-depth, more informative answers.

This is an indicator that search is moving in the direction of an AI-based experience built on more thought-out and studied AI-created reports – something that SEOs will need to learn to accommodate as keyword-targeted optimisation takes a back seat.

AI Mode is also improving in the ecommerce space, with a new consumer experience that is meant to allow people to discover items faster. With AI-powered inspiration, filtering of product options and virtual try-ons, Google is turning search into a more interactive and customised experience. For SEO professionals, this means revisiting the structure of product pages so that metadata, great images and AI-optimised descriptions align with Google’s evolving search needs.

In addition to this, Google is also integrating agentic AI functionality within its search features. With Project Mariner, AI can help users determine the best event ticket prices, schedule dinner reservations and tailor outcomes to suit user preferences.

While AI itself does not buy products, it streamlines the decision-making process by providing optimal options to users, redirecting intent to high-intent searches. This may have a big impact in terms of lead generation and conversion strategies, forcing SEO experts to rethink how they tackle transactional queries.

Perhaps the most significant of these developments is the deployment of AI Overviews to more than 200 regions and countries and more than 40 languages.

As Google’s AI-powered summaries become more prevalent in search results around the world, the need for quality, credible content has never been stronger. SEO practitioners must ensure that their content is relevant, credible and structurally optimised with data to make sure that it is being surfaced within these AI-generated insights.

The key takeaway from Google I/O 2025 is apparent: AI-based search is no longer a future scenario – it is the here and now. For search engine optimisers, all these innovations necessitate a revolution in strategy, focusing on user experience, multimodal optimisation and AI-assisted content structuring.

For expert SEO services, look no further than Engage Web. Our dedicated team is ready to help you today, so get in touch.

About
Latest Posts

Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.