SEO Isn’t Dead… But It’s Definitely Different + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our February 19, 2025 issue. If you’d like to receive Field Tips, subscribe here.
SEO is changing (again… more). AI-powered search, evolving ranking factors and shifts in user behavior are reshaping how brands get found online.
The good news? The fundamentals still matter, but the way we approach them needs to evolve. Here’s what should be on your radar:
- AI is rewriting the rules of search. Google’s AI Overviews and ChatGPT search are changing how people find information. Instead of ranking for just keywords, focus on building authority and creating in-depth, well-structured content that AI can pull from.
- User experience (UX) is now a ranking factor. Google cares about more than just keywords—it’s prioritizing engagement. If users aren’t scrolling, clicking and staying on your site, your rankings could take a hit. Fast load times, strong CTAs and engaging content matter more than ever.
- First-party data is the new gold. With third-party cookies on their way out, brands need to own their data. That means better email capture strategies, stronger content marketing and a focus on community-driven platforms like LinkedIn and niche forums.
- Google isn’t the only game in town. More users (especially younger ones) are turning to TikTok, YouTube and even Reddit for search. Diversifying your traffic sources could be a game-changer.
Staying visible online isn’t about working harder — it’s about working smarter. If you want to chat about how to future-proof your strategy, just reach out. I’d love to hear what’s on your mind.
Feeling Overwhelmed by AI? You’re Not Alone
WHAT’S HAPPENING. A new LinkedIn report found that 72% of B2B marketers feel overwhelmed by how fast things are changing—especially with AI shaking up the industry. Even though marketing job postings are up 76% and most CMOs say they’re happy in their roles, the pressure to keep up with new tech is real. One skill that’s becoming more important? Teamwork. Demand for collaborative problem-solving has jumped 138%, showing that working together is key to navigating all these changes.
WHY IT MATTERS. For marketers, this is a reminder that while AI is a powerful tool, it’s not a replacement for human skills. The best way to stay ahead isn’t just learning new tech— it’s working together, adapting and staying open to change. The future of marketing isn’t just about knowing AI; it’s about knowing how to use it effectively while still bringing creativity and strategy to the table.
New FTC Chair Signals Shift in Data Privacy Enforcement
WHAT’S HAPPENING. Under new FTC Chair Andrew Ferguson, the agency appears to be shifting from broad rule-making to case-by-case enforcement. He has previously stated that sweeping data privacy policies should come from Congress, but insiders expect him to focus on increasing transparency around how personal data is collected, shared and used—especially by data brokers. However, some worry he’ll take a softer stance on Big Tech than his predecessor. While he’s likely to enforce existing laws against AI-driven fraud and deception, he’s unlikely to take legal action against AI companies unless they’re seen as stifling competition or innovation.
WHY IT MATTERS. Uncertainty remains high, and that’s unlikely to change anytime soon—Ferguson has already restructured the FTC to quickly adapt to shifting priorities. With technology evolving and no clear new rules, businesses must be extra cautious about how they collect and use personal data, especially if the FTC tightens its focus on transparency. Marketers can stay ahead by prioritizing clear consent and responsible AI use in advertising to build trust and avoid legal risks.
Meta AI Can Read Your DMs If You Let It
WHAT’S HAPPENING. Meta is adding AI to your DMs on Facebook, Instagram, Messenger and WhatsApp. If you or someone in your chat asks Meta AI a question, the messages in that chat could be processed and possibly used to improve Meta’s AI. Meta put out a warning letting users know that private info shared in these chats might not stay totally private — so think twice before sharing sensitive details.
WHY IT MATTERS. Like all tech giants these days, Meta is pushing hard to make AI a part of everyday conversations. While this could make chats more interactive, it also raises privacy concerns that might make users think twice before engaging. If your brand uses AI in messaging, being transparent about data use is key because people are paying attention.
More To Explore
Why the Future Depends on Responsible Marketing (and Tips From a Pro)
People want brands to be honest, ethical and responsible, and that’s why marketing that builds trust is more important than ever. Check out how you can make your strategy more authentic on Content Marketing Institute.
Apple and Google Restore TikTok App
Apple and Google are bringing TikTok back to their U.S. app stores after a push (and reassurances they won’t be fined for doing so) from the Justice Department, keeping the app accessible to mobile users — for now, at least. Get the full scoop on Bloomberg.
Mastering GEO: What Is Generative Engine Optimization?
Generative Engine Optimization (GEO) is the future of SEO, helping brands optimize content for AI-driven search tools like ChatGPT and Google Gemini — learn how to stay visible in this new era with Responsory!
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
