What changes with AI in Google Search: August 2025 Update

The most recent Google Search update, released in August 2025, brought a significant change in the online search landscape: the incorporation of generative AI directly into search results. For those who live off content — blogs, e-commerces or digital media — this news brings both challenges and opportunities.

In this post, we'll explore what changes, how this affects your positioning on Google and, most importantly, what you can do to remain relevant and visible in this new context.

Generative AI in Results: What it is and how it works?

Google's generative AI now directly responds to user searches with summaries, recommendations and structured answers. This functionality is highlighted in the so-called "AI Overviews" and already occupies the top of the results page in many searches.

Main changes:

• Answers generated by AI appear before traditional links.
• Less space available for organic clicks.
• Greater focus on source authority and reliability.

Who will be most affected?

This change especially impacts:

• Informational blogs: content with frequently asked questions, simple tutorials or comparisons can be replaced by AI.
• Online stores: product sheets and quick reviews now compete with summaries generated by AI.
• News and review sites: lose visibility in generic or non-branded searches.

How to adapt to the new reality of Google Search

Fortunately, there are ways to stand out even with AI gaining space. Here are some practical strategies:

1. Bet on deep and original content

AI tends to summarize the obvious. If you create analyses, opinions, case studies or real stories, your content automatically differentiates itself.

2. Use structured data

Markup with schema.org and structured data helps Google better understand your content and increase your chance of being referenced in AI blocks.

3. Answer specific questions

Posts optimized for long-tail keywords and very specific questions have a better chance of surviving in the AI era.

4. Build authority and EEAT

Google continues to prioritize content with Expertise, Authority, Trust and Transparency (EEAT). Display clear authorship, reference links and editorial transparency.

5. Work on user experience (UX)

Fast, well-organized sites with great navigation still have an advantage. Time on page and bounce rate continue to be important factors.

Case study: Marketing blog affected by AI

A digital marketing blog with superficial content (listings and generic tutorials) lost 38% of organic traffic in the first weeks after the update.

After adapting its pages with:

• more extensive and authorial content,
• integrated videos and real case studies,
• improvements in mobile performance,

traffic started to recover in about 40 days.

Comparison: Before and After the Update

Aspect	Before AI	After Update
Highlight in results	Content with good SEO	AI-generated answers
Organic clicks	High click-through rate (CTR)	Reduced CTR on links
SEO focus	Keywords and backlinks	Authority and original content

Conclusion: Is AI in Google Search the end of SEO?

No. But it's a new chapter. Traditional SEO needs to evolve to include authority, originality and user experience. Generative AI filters what is basic — and rewards those who deliver real value.

The August 2025 update is a reminder that the only constant in digital marketing is change. Adapting quickly can be the difference between losing traffic or gaining more relevance.

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