What to Expect from Google in 2025: Introducing Gemini 2.0

As we move into 2025, Google Search is undergoing profound transformations. These changes, driven by advancements in artificial intelligence (AI) and evolving user expectations, are set to reshape the digital marketing landscape. 

At Kia Ora Digital, we’re here to help businesses navigate these shifts and thrive in an ever-changing online environment.

So What’s Ahead for Google Search in 2025?

In a recent interview with the New York Times, Google’s CEO Sundar Pichai discussed what to expect from Google Search in 2025.

‘I feel like we are just getting started,’ he said. ‘Search itself will continue to change profoundly in 2025. I think we are going to be able to tackle more complex questions than ever before. If you look at the last couple of years, with AI Overviews, Gemini is being used by over a billion users in search alone.

‘In a world in which you’re inundated with content, you’re trying to find trustworthy content. I think something like search becomes more valuable.’

‘You know, I think we’ll be surprised even early in 2025, the kind of newer things search can do compared to where it is today.’ But also: ‘I think progress is going to get harder. When I look at 2025, the low hanging fruit is gone.’

The Future of Search: Key Changes

Google has announced a series of updates to Search for 2025, powered by Gemini 2.0, its upgraded AI system. 

Building on the strengths of its predecessor, Gemini 2.0 seamlessly combines advanced generative AI capabilities with the power of Google Search, creating an intuitive, efficient, and dynamic experience for users. This is set to be a game-changer in the world of online search, pushing the boundaries of what artificial intelligence can achieve. 

Google is already testing using Gemini 2.0 for AI Overviews, but ‘will be rolling it out more broadly’ in early 2025. So what can we expect? 

Key Features of Gemini 2.0

Gemini 2.0 introduces a search experience that is more dynamic, personalised, and visually engaging than ever: 

1. Contextual Understanding:  Gemini 2.0 excels at processing complex and nuanced search queries. It delivers highly accurate and contextually relevant answers tailored to the user’s intent, making it easier to find precise information.
2. Multimodal Processing:  One of the standout features of Gemini 2.0 is its ability to integrate and analyse multiple types of input, including text, images, and videos. This ensures that users receive comprehensive results, no matter the format of their query.
3. AI Overviews: To save time and enhance convenience, Gemini 2.0 generates concise summaries displayed at the top of search results. These AI-driven overviews provide instant insights, giving users a snapshot of the most relevant information before diving deeper.

As a significant leap forward in search technology, Gemini 2.0 not only enhances productivity but also transforms how people access and interact with information online, paving the way for the future of AI-driven discovery.

By integrating multimodal inputs and leveraging generative AI, it redefines how users interact with search engines. Traditional search results are being replaced with immersive, data-rich responses that adapt to individual preferences and needs.

Conversational Search is Here to Stay

With Gemini 2.0, Google is redefining the way users interact with search engines by focusing on conversational search. 

This allows users to refine their queries and navigate information using natural language, creating an interactive, dialogue-like experience. Instead of rigid keyword inputs, users can now ask follow-up questions, clarify their intent, or adjust their queries seamlessly, making search more intuitive and user-friendly than ever before.

The Rise of Voice Search Queries

This shift toward conversational search perfectly aligns with the growing popularity of voice search and the increasing reliance on AI-driven tools like Google Assistant and chatbots. By mimicking the natural flow of human conversation, Gemini 2.0 enables users to access information in a way that feels more engaging and accessible. 

For example, you can begin by asking a general question, such as “What are the best travel destinations in December?” and then refine your search with follow-ups like “What’s the weather like there?” or “Are there budget-friendly options?” Gemini 2.0 handles these nuances effortlessly, delivering personalised and relevant results at every step.

Another advantage of conversational search is its ability to cater to diverse user needs. Whether searching by text or voice, users can interact naturally without worrying about crafting perfect queries. This feature is especially beneficial for mobile users or those relying on hands-free search while multitasking.

Gemini 2.0’s conversational capabilities mark a significant evolution in search technology. By making interactions more dynamic and personalised, it not only enhances user experience but also sets a new standard for AI-powered tools. 

As conversational AI becomes integral to search, Gemini 2.0 ensures this trend is here to stay, paving the way for even more seamless and intelligent digital experiences in the future.

Visual Search and Multimodal Queries

Google is transforming the way we search, with a growing emphasis on visual and multimodal search. Tools like Google Lens are at the forefront of this change, allowing users to search using photos, screenshots, or even real-time camera inputs. 

Instead of relying solely on text-based queries, users can simply upload an image to identify objects, locate similar products, or gather information about their surroundings. For example, a photo of a plant can reveal its species, care instructions, and related items, while a screenshot of a product can help find purchase options or reviews.

This allows users to interact with search engines in more intuitive and engaging ways, catering to the rising demand for visually driven experiences.

This shift in search behaviour has significant implications for businesses. As visual search becomes more prevalent, optimising visual content is no longer optional – it’s essential. High-quality product images, detailed infographics, and descriptive metadata can enhance discoverability, ensuring content appears in relevant visual search results. Businesses that prioritise visual optimisation are better positioned to attract more traffic and engage users effectively.

The Growing Importance of E-E-A-T

Google’s algorithm continues to evolve, with a greater emphasis on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This framework is particularly crucial for content in sensitive sectors such as health, finance, and education, where accuracy and credibility are essential.

The addition of experience to the well-established E-A-T framework underscores the value Google places on content that reflects firsthand knowledge. Whether it’s a review from a user who has personally tested a product, or a guide written by someone with lived experience in a specific field, authentic insights are increasingly rewarded in search rankings.

Expertise remains central to content quality. Articles, blogs, and guides authored or reviewed by professionals with recognised qualifications in their fields are more likely to be prioritised. This is particularly relevant for medical, financial, or educational content, where providing accurate, well-supported information is non-negotiable.

Trustworthiness is another critical factor, encompassing transparency, reliable sourcing, and the overall credibility of the website. Content that aligns with these principles fosters confidence in both users and search engines.

For businesses and creators, adapting to these priorities means investing in quality content that demonstrates real-world knowledge, expert insight, and a reliable voice. Meeting these standards is no longer optional –  it’s essential for achieving visibility in Google’s increasingly sophisticated search ecosystem.

What This Means for Businesses

The shifts in Google Search represent opportunities and challenges for businesses. Let’s explore how these changes can be leveraged to stay competitive.

Adapting Your SEO Strategy

To stay visible, businesses need to:

1. Prioritise User Intent: Understand the underlying intent behind user queries and tailor your content to meet those needs.
2. Focus on Authority: Showcase your expertise through detailed, original content and building a strong online presence.
3. Optimise for AI Overviews: Structure your content to answer common questions succinctly, making it more likely to feature in AI-generated summaries.
4. Leverage Multimedia Content: Use engaging visuals and videos to capture user attention and cater to Google’s growing emphasis on non-text formats.

Embracing AI Tools

AI is not only transforming how users search, but also revolutionising the way businesses approach digital marketing. By leveraging the power of AI tools, businesses can streamline their operations, enhance customer experiences, and stay ahead of the competition.

• Fresh Content: One of the most significant benefits of AI is its ability to generate fresh content ideas. By analysing trending topics, user behaviour, and emerging search patterns, AI tools can suggest relevant and engaging content ideas tailored to a business’s audience. This ensures your marketing efforts stay timely and aligned with user interests, boosting engagement and search visibility.
  
• Technical SEO: AI also plays a vital role in optimising websites for better technical SEO. From improving site speed and analysing keywords to auditing broken links and ensuring mobile-friendliness, AI-powered tools can handle complex tasks with speed and accuracy. These improvements not only enhance search rankings but also create a seamless user experience.
  
• Customer Behaviour: AI excels at analysing customer behaviour. By gathering and processing vast amounts of data, AI tools can provide actionable insights into user preferences, buying patterns, and pain points. This allows businesses to refine the user journey, personalise interactions, and improve conversion rates, driving more meaningful engagement.

Embracing AI tools is no longer a luxury but a necessity for businesses looking to thrive in the digital age.

How We Can Help You Stay Ahead

At Kia Ora Digital, we pride ourselves on being your trusted partner in navigating the evolving digital landscape. Here’s how we can help your business stay ahead:

1. SEO Strategy Development

Our team will craft a customised SEO strategy designed for the new era of search. This includes:

• Ensuring your content is optimised for AI-generated summaries and featured snippets.
• Improving your website’s user experience (UX) to reduce bounce rates and increase engagement.
• Leveraging structured data to enhance your visibility in search results.

2. Integrating AI Tools into Your Workflow

We’ll guide you in integrating AI tools into your marketing efforts, allowing you to:

• Automate time-consuming tasks like keyword research and content analysis.
• Generate personalised marketing campaigns that resonate with your audience.
• Use AI-driven insights to continually optimise your strategies.

Preparing for the Future of Search

The future of Google Search is as exciting as it is challenging. Businesses that embrace these changes and adapt their strategies will be well-positioned to succeed. We’re committed to helping you navigate these shifts and seize new opportunities.

Key Takeaways

• Focus on creating user-centric content that demonstrates expertise and builds trust.
• Diversify your online presence to reach your audience across multiple platforms.
• Leverage AI tools to enhance efficiency and gain a competitive edge.

Ready to future-proof your online presence? Whether you need help optimising your website or adapting to the latest search trends, we’re here to help. Contact us today to learn how we can help your business thrive in 2025 and beyond.