In 2025, SEO has evolved — and we can Clickless digital no longer pretend nothing has changed.
Google remains the main starting point, but it is no longer the only one.
The search experience itself has been transformed by the zero-click digital presence: AI Overview , canned answers, featured content that appears before the click.
And, outside of there, decisions continue to happen on Instagram, TikTok, YouTube and even in conversations with DeepSeek and ChatGPT .
Betting on just one ranking front may not be enough for all segments
The customer journey is more fragmented — and requires an active presence on multiple channels.
This means that the basics remain essential: following Google’s guidelines , delivering relevant content, ensuring performance, applying local SEO, working with structured data.
But it is also necessary to see what goes beyond that
Understand how artificial intelligence changes the logic of searches and how consumers move in an omnichannel environment , where discovery happens at several points at the same time.
At Webby , we guide our clients gambling database through this new digital reality of digital presence.
We call this Search Everywhere Optimization — an approach that considers not just Google rankings, but also perceived presence across all the channels where decisions actually happen.
Because visibility today is more than just being on air. It’s about being found at the right time, on the right channel — even when there’s no click on your website .
The pulverization of attention – the journey has fragmented
AI in searches
Consumer behavior has changed.
Today’s customers research in very different ways than we did just a few years ago.
Before making a purchase decision , they go through a non-linear sequence of validations , comparisons and interactions digital marketing keywords across up to six different channels — including videos , social networks , AI searches , marketplaces and even messaging apps .
This fragmentation of the purchasing journey
Has created a much more complex purchasing cycle , where the traditional funnel is almost no longer sustainable.
There is no way to predict where usa b2b list the user will start or when they will actually decide.
According to Google , 73% of consumers research across multiple channels before making a purchase. And that includes TikTok , YouTube , Amazon , Instagram , ChatGPT , and more.
Even though Google still leads searches, its share has fallen to 89.7% — the lowest rate since 2015 (data from Visual Capitalist ).
This shows that the paths to the purchase decision are more diverse and distributed than ever before.
For companies that still invest only in the top of Google , this means one thing: traffic may continue to exist , but control over conversion is already behind us.