by Chun Lee in Marketing Strategies
- **April 12, 2025
Reading Time: 6minutes
In the last few years, the point of convergence of all digital marketing efforts has been web pages that appear on Google’s first search page. Today, prospective buyers find their answers via Search-Generative Experiences (SGEs).
（Google SGE Example – AI Overview Screenshot）
Your prospective buyers can dive deep into their search queries via zero-click tools’ seamless follow-up questions and suggestions. What do these developments spell out for website content in 2025 and beyond?
Below are 5 predictions on these changes’ impact on digital marketing this year.
Social media as a potent search engine tool
Last year, Rand Fishkin, co-founder of Moz and leading industry SEO expert, conducted in-depth research on businesses’ assumptions about Google’s search demand. His study blew many of these beliefs out of the water.
For instance, according to his research, potential buyers no longer rely on search engines to discover brands. Instead, they consume brand information on social media, podcasts, video content, and news sites. Then, they use search engines to qualify this information.
Statista backs Fishkin’s research. In the US, over 57% of potential buyers discover their favorite brand via social media. To be more precise, 73% of Gen Z use TikTok to meet new brands while 69.7% and 54.5% of them discover new products on Instagram and YouTube.
Outbound engagements on social media will gain steam
（Google Search Console Screenshot）
This GSC screenshot shows the powerful impact of our targeted influencer strategy and social media promotion. Thanks to the right influencer, organic impressions skyrocketed, clicks almost doubled, and more phone inquiries saw a remarkable increase. This isn’t just more traffic—it’s better engagement and stronger lead conversion.
👉These results highlight a larger trend: influencer marketing isn’t just about exposure—it’s about meaningful engagement.
Yes, buyers want to feel more in touch with their brands, and one easy way to do this is to meet with them at their favorite social media watering spots. So, savvy brands are strategically chiming in on influencer conversations to meet new buyers.
Partner with the best content marketing agency when rolling out outbound engagements. They will guide you in creating strategic relationships with credible and authentic creators.The best outbound strategyalso relies on delivering content at the right moment and using just the right number of words.
Promotion of user-generated content (UGC)
User-generated content (UGC) will be as vital to your digital marketing strategy as collaboration with content creators. However, here, we are not talking just about your regular reviews and recommendations from happy customers.
Nope. It is time to go all out and nurture communities. This year, more customers and brands will co-create collaborative content together. Brand and customer partnerships are a vital social commerce strategy for an increasingly community-driven market seeking trust for loyalty.
Dominance of voice and visual search
Predictions are 70% of all mobile searches will be voice searches, up from 27%. The growth of voice search and voice commerce implies that voice search optimization is vital to your digital meeting strategy.
A practical tip is to blend in conversational keywords in your content strategy. To boost your web content ranking on voice searches, also provide search engines with aschema markupon your website.
This simpleLocalBusiness schemacan help answer questions like “digital marketing agency near me” .
Changes in top-of-funnel marketing strategies
Google’s generative search overviews deeply impact how customers now get to know your brand. Like featured snippets, they provide users with all the data they need about a query in a story-like format.
（featured snippet example for why is the grass green）
To this end, you must reevaluate how top-of-the-funnel methods like blogs, social media posts, paid ads, public relations, and video marketing generate leads. You also need to consider how best to attract customers unfamiliar with your brand to your website.
Failure to do so will result in lower top-of-the-funnel, volume-focused query gains in 2025. In essence, fewer newer visitors will visit your pages.
So, since 93% of all user’s searches begin with a query, how can you adapt to this brave new world? Well, 70% of these searches begin with long-tail keywords. Begin by doubling down on naturally phrased and vivid long-tail keywords.
So, instead of prioritizing exact words like “blue vase,” focus on user intent with queries like “affordable blue vase for summer deco.” Then, since 46% of searches have local intent, sharpen your local SEO axe.
The final word
A changing approach to search is altering our collective approach to digital marketing as traffic flows from unbranded queries screech to a near halt. Activate the strategies above by partnering withthe best digital marketing agencyfor higher brand marketing rewards.