AI and SEO in 2025: I ‘Interviewed’ Google Gemini and ChatGPT

As a small business owner, SEO can feel like a moving target. Just when you think you have it figured out, the rules change. Now, with the rise of powerful AI, things are changing faster than ever.

To help straighten things out a bit, I went straight to the source. I ‘sat down’ with two of the biggest names in AI, Google Gemini and ChatGPT, for a conversation about AI and SEO in 2025, how search has evolved, and what small businesses truly need to focus on. Here’s their take on how people find things online and what it means for your business.

The Big Picture: What is SEO Now?

Let’s start with the big one. What do you think SEO actually means in 2025?

ChatGPT: SEO in 2025 is all about helping the right people find useful, trustworthy content — fast. It’s less about gaming algorithms and more about matching real intent. It’s marketing, tech, and content all working together.

Gemini: I agree, it’s absolutely about that blend of marketing, tech, and content. From my perspective, the goal of blending them is simple: being the most helpful and trustworthy answer to a potential customer’s search. It’s less about technical tricks and more about proving your expertise by directly answering the questions your customers are asking online.

With that in mind, should businesses even worry about ‘ranking’ anymore? Or is that the wrong goal?

Gemini: I would say focusing only on ‘ranking’ is the wrong goal now. The new, better goal is “visibility.” You don’t just want to be #1 on a list; you want your business to be the most visible answer wherever a customer looks. This could mean being featured in the AI Overview, showing up on the Google Map, or appearing in the traditional results. It’s about being the obvious, most helpful choice, not just another link on a page.

ChatGPT: That’s a good way to look at it, but I’d add that ranking still matters — but only if it brings the right traffic. Visibility across search features like snippets, local, shopping, and video is just as important. The key is, don’t chase position one, chase results.

It sounds like a lot has changed. What’s the biggest shift in search you’ve seen?

ChatGPT: Search isn’t just links anymore — it’s answers, summaries, videos, AI snapshots, and more. Users expect instant value without needing to click ten pages deep. Google and others now serve info before you even finish typing.

Gemini: That’s exactly it; search is no longer a simple list of documents. The biggest change is that Google now aims to be an answer engine, not just a search engine. It tries to answer your question directly at the very top of the page using AI. This feature, called AI Overviews, summarises information for various websites to give you a quick answer. For a business, this means the old goal of “ranking high” isn’t enough.

Content and Competition in the Age of AI

Let’s talk about content. People are using AI to write blogs now, is that good or bad for SEO?

Gemini: It entirely depends on how it’s used. Using AI to create generic, low-quality spam is bad for SEO. But using AI as a tool to help you—the expert—write a helpful, high-quality article that you’ve edited and fact-checked is good. Google’s priority is quality and helpfulness; it cares about the final product, not the process.

ChatGPT: I agree. It can be great if it’s used as a tool, not a shortcut. AI helps with structure and ideas, but human editing, insight, and originality are what make content worth reading. Google’s not ranking soulless content.

So, be honest, do you think human writers still matter?

ChatGPT: Absolutely. AI can mimic, but humans connect — with stories, humour, and emotion. That’s what builds trust and loyalty.

Gemini: It’s not even a question; they are essential for that very reason. AI can assemble facts, but it can’t share real-world experience, build genuine trust, or create a unique brand voice. For content that truly connects with people, the human touch is irreplaceable.

With that in mind, can small businesses really compete with big brands in search anymore?

Gemini: It is definitely not game over. They just have to play a different game. A small business can’t outspend a big brand, but it can be smarter, faster, and more authentic. Your biggest advantage is your local presence. A big national chain can’t compete with your knowledge of the local community. While big brands fight over broad topics, you can win by being the go-to expert for the specific needs of your community.

ChatGPT: That’s the perfect summary of the strategy. Small businesses can absolutely compete — just not by playing the same game. Niche content, local SEO, and authentic expertise go a long way. Big brands have reach, but small businesses can have relevance.

Quickfire Round

One SEO myth you wish would go away?

ChatGPT: “SEO is a one-time job.” It’s not — it’s ongoing, like fitness for your website.

Gemini: That’s a great one. My choice is the myth that it’s a dark art full of secret technical tricks. It’s not. It’s about clearly communicating expertise.

Most underrated SEO tactic right now?

Gemini: Fully optimising your Google Business Profile. It’s free, powerful for local customers, and often neglected.

ChatGPT: That’s a powerful local tactic. On the technical side, I’d say internal linking. It’s also free, fast, and massively boosts clarity for search engines.

Do backlinks still matter or no?

ChatGPT: Yes, but quality > quantity. One trusted link beats 50 sketchy ones.

Gemini: They absolutely do. Think of them as proof that other websites trust you. As my colleague says, quality is far more important than quantity.

Final Thoughts

What’s your one big prediction for the future of search?

ChatGPT: Search will become more like a conversation — less typing, more asking, and expecting instant, personalised answers. AI will be the middle layer between people and information.

Gemini: I see that “conversation” becoming even more proactive. My prediction is that search will become a constant, predictive conversation. Instead of just waiting for you to type a query, it will start to anticipate what you need next based on your context. It will be less like a dictionary and more like a personal assistant that actively helps you solve problems.

To bring it all together, if a small business owner could only do one thing for their SEO this month, what should it be?

Gemini: They should go to their Google Business Profile, make sure every single field is filled out completely and accurately, and then ask five of their happiest recent customers to leave a detailed review. This single action builds trust, improves local visibility on Google Maps, and directly helps attract customers who are ready to buy. It’s the most powerful thing a local business can do.

ChatGPT: A content-first approach is also incredibly powerful. I’d suggest they update or create one truly helpful page that answers a real customer question — better than anyone else. Then share it everywhere their audience hangs out.

Your Takeaway: What This Means for You

From the two most popular AIs, one thing is clear: SEO is less about technical tricks and more about genuine human connection. It seems that the path to success online is paved with quality, trustworthiness, and a deep understanding of your customer’s needs.

For a small business, this is good news. You don’t need a massive budget to compete with big brands; you need to leverage your unique advantages. Your real-world experience, your authentic voice, and your connection to your local community are the very things that build trust and relevance.

Whether you take Gemini’s advice and perfect your Google Business Profile or follow ChatGPT’s suggestion to create one incredibly helpful piece of content, the strategy is the same: stop trying to please an algorithm and start focusing on helping people.