Hello again! My name is Pervukhin Artem, I am the production director of Kinetics. Well, I continue my discussions about marketing trends for 2025. In the second part, I decided to focus specifically on search engine promotion. The process of changes in SEO has been going on for a couple of years, but now we are in the very center of this transformation.
Organics are slowly going down, and in their place are blocks with responses from neural networks, and Yandex is increasingly increasing its advertising zones, “filling” the screen with new blocks.
After all, it’s one thing to understand what’s going on, and quite switzerland cell phone number list another to act and not lose your audience. More about this and other important things in the new material.
Search results are "going" down
The first trend is a gradual but confident shift in organic search results below . This process has been going on for three years now and is becoming more and more noticeable.
Firstly, a new hero has appeared - a block with answers from the neural network. But there is a nuance: there are no links to source sites. That is, if you actively invested in creating useful content, this, unfortunately, will not help attract users of the AI blocks.
Secondly, the Yandex.Direct block size is getting bigger. It's simple: Yandex needs to please its investors every year, and to do that it has to constantly raise rates and expand advertising zones.
Today, to stay in the visibility zone and count on clicks from organics, TOP-10 is not enough, you need to be in TOP-5 or TOP-3. And this is no longer a recommendation, but a necessity.