SEO News Roundup: 28 May 2025 – Key Updates and Insights
The latest developments in search engine optimisation and AI-driven search experiences.
⚡ The SEO Headlines That Matter: 28 May 2025 Edition
We have scoured the web to bring you the most significant SEO news and updates for the week of 28 May 2025. From Google’s latest AI advancements to shifts in search engine algorithms, here’s what you need to know to stay ahead in the ever-evolving world of SEO.
🔍 Google’s AI Mode Enhances Search Experience
Google has introduced “AI Mode” in its search platform, offering users a conversational and interactive search experience. This feature leverages advanced AI to provide more intuitive and context-aware responses, aiming to make information retrieval more seamless and efficient.
📈 May 2025 Core Algorithm Update Emphasises Content Quality
The recent core algorithm update rolled out by Google in May 2025 focuses heavily on content quality, user experience, and adherence to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles. Websites that prioritise high-quality, authoritative content are seeing positive impacts, while those relying on low-quality or AI-generated content may experience declines in rankings.
🧠 Rise of Answer Engine Optimisation (AEO)
With the increasing use of AI-powered search assistants, Answer Engine Optimisation (AEO) is becoming crucial. AEO involves structuring content to directly answer user queries, enhancing visibility in AI-driven search results. This approach is particularly effective for voice searches and AI chatbots, which prioritise concise and relevant answers.
📉 AI Overviews Impacting Click-Through Rates
Studies indicate that AI-generated summaries, or “AI Overviews,” at the top of search results are leading to decreased click-through rates for traditional organic listings. This trend highlights the need for content creators to adapt their strategies, ensuring their content remains visible and engaging within AI-enhanced search environments.
💬 What the Experts Are Saying
- Marie Haynes: “E-E-A-T is one of the most important concepts in SEO. It’s how Google protects users from misinformation.”
- John Mueller (Google): “We look at things like transparency, reputation, and expertise—especially for content that affects people’s health or money.”
- Lily Ray: “Google wants to rank trustworthy, people-first content. Real experience and author credibility are more important than ever.”
- Aleyda Solís: “Trust and authority can’t be faked. You have to earn them with consistency, clarity, and quality.”
✅ Conclusion
Staying updated with the latest SEO trends and algorithm changes is essential for maintaining and improving your website’s visibility. Emphasising content quality, adapting to AI-driven search experiences, and focusing on user-centric optimisation strategies will be key to success in the evolving digital landscape.
📝 Recap and Clarify: Post-Specific FAQs
What were the key SEO developments in May 2025?
Major developments included Google’s AI Overviews rollout, the impact of the March and May Core Updates, and shifting importance in featured snippet visibility.
What are AI Overviews and how do they affect SEO?
AI Overviews are generated answers shown at the top of Google results. They summarise content across multiple sources, often reducing clicks to original websites.
Why did many websites see traffic drops in May 2025?
The May 2025 Core Update affected rankings site-wide, especially for content deemed thin, repetitive, or not meeting new quality signals introduced via AI analysis.
Has the value of featured snippets changed?
Yes. While featured snippets still offer visibility, many are now absorbed into AI-generated answers, reducing click-through rates and blurring brand attribution.
What’s the best way to adapt to Google’s AI direction?
Focus on structured data, clear E-E-A-T signals, fast-loading pages, and concise answers to user questions. Format content so AI can extract value while still rewarding your site with visibility.
Did spammy or low-quality sites get hit hardest?
Yes. The update specifically targeted AI-generated spam, doorway pages, and domains used solely for monetisation without value-driven content.
Are backlinks still as important in 2025?
While still useful, backlinks now play a slightly reduced role compared to content quality, topical authority, and real-world trust signals like reviews and citations.
How has Google Search Console adapted to AI changes?
Search Console now includes AI Overview visibility metrics and more nuanced indexing insights, helping site owners understand how AI interacts with their pages.
Is SEO still worth investing in with all the changes?
Absolutely. SEO is evolving, not dying. Sites that adapt to new formats and focus on real user value will continue to benefit from strong organic visibility.
What’s one actionable step to take after this update?
Audit your top pages for clarity, structure, and value. Then enhance schema markup, improve UX, and refresh outdated or thin content for better performance post-update.
