Google has changed forever.
And that’s no exaggeration. After Google I/O 2025, Search is no longer just a list of links. It now delivers full, personalized answers — generated by artificial intelligence. That changes everything for SEO.
What did Google announce, and why does it matter?
At I/O 2025, Google unveiled several major updates:
- AI Overviews: AI-generated answers appear at the top of the search page — often leaving no need to scroll down.
- Deep Search: A richer experience that lets users explore context, nuance, and sources from the same interface.
- Conversational Agents: Search becomes an interactive conversation, not just a query.
- Multimodal Search: You can search using images, voice and text simultaneously — and Google understands the full context to respond more intelligently.
The result? In many cases, users no longer click on any links — they get everything they need in the first answer.
What’s the real impact on SEO?
- Organic traffic is declining for many informational queries.
- Your pages might still rank — but not get clicks.
- The AI-generated answers pull from multiple sources… but don’t always mention or link back to yours.
- Being in the top 3 isn’t enough. What matters is whether your content gets included in the AI response.
This shift doesn’t punish your content — it punishes not understanding how your content is being used.
So, what should you do now?
At Islanetworks, we’re already helping our clients adapt to this new SEO landscape. These are some of the strategies we’re applying:
- Think “get cited”, not just “get ranked”
- Your content must be clear, structured, and trustworthy.
- Generative AI reuses well-defined fragments.
- If your content lacks value or credibility, it won’t be included.
- Write for people… and language models
- Use clear headings, bullet points, direct answers, examples and context.
- AI values speed and reliability.
- If your content helps deliver accurate answers, it will be used.
- Optimize beyond keywords
- Focus on the user’s conversational intent.
- Offer nuance that generic AI responses can’t provide.
- Add authority, references, and real-world experience.
- Measure differently: focus on value, not just traffic
- Don’t panic over declining traffic.
- Look at engagement:
- How long do users stay? Do they convert? Are they exploring deeper content?
Conclusion: There’s no going back
Google ya no es un simple buscador.
Google is no longer a simple search engine. It interprets, responds, and decides what to show — and to whom.
SEO is still essential. But it’s no longer about just showing up. Now, you need to be truly useful — to both users and AI.
At islaNet, we help businesses rethink their SEO strategy for this new era. Because the future of SEO isn’t about clicks — it’s about value.
