Monthly SEO Insights: October 2025

This month, search and AI took another big leap forward signalling a new era of “AI-first” browsing. OpenAI introduced its ChatGPT browser, Google’s AI Overviews became more prominent, and Bing shared new insights on how AI interprets online content. With every update, the line between search and AI blurs a little more, and we’re ensuring our clients are ready for what comes next.

Below, we’ve highlighted the latest developments in the world of search and AI.

OpenAI launches ChatGPT Atlas: the AI-powered browser

In October, OpenAI introduced ChatGPT Atlas, a new web browser built around its flagship AI chatbot. Initially available only on macOS (Apple Silicon, macOS 14+), with plans for Windows, iOS, and Android soon.

Key features of ChatGPT Atlas

• ChatGPT sidebar: A built-in sidebar lets users interact with ChatGPT to ask questions, get page summaries, rewrite content, compare products, and more, all without leaving the browser.
• Browser memories: This optional feature allows the browser to remember key details from your browsing and provide personalised suggestions based on past activities.
• Agent mode: For Plus/Pro/Business users, the browser can perform tasks like filling out forms, shopping, and navigating websites on your behalf, under your control.

What are the implications for SEO?

With ChatGPT Atlas transforming how people browse, SEO strategies must evolve. Rather than relying solely on traditional search engines, users may start using ChatGPT as the entry point for browsing. This means websites need to structure content to provide direct, clear, and conversational answers, making it easy for AI to parse and present.

While Atlas is currently limited to macOS, it will soon expand to other platforms. This offers a unique opportunity for SEO professionals to prepare for this shift, optimising their sites for AI-first browsing experiences.

What it means for your business

To stay competitive, it’s essential to prioritise high quality, well organised content that’s easy to understand for both users and AI crawlers. Ensure websites are fast, mobile-friendly, and optimised for seamless interactions with AI-powered tools like ChatGPT. As the web continues to evolve, adapting to AI-driven browsers will be key to maintaining visibility and relevance in search results.

Google AI Overviews are increasing in visibility

Google AI Overviews are becoming more prominent in organic search results, appearing for an increasing number of queries. For users, this shift creates a more seamless, intuitive experience by providing consolidated, context-aware answers directly on the search page, reducing the need to click through multiple links, hoping that the answers will be there.

As a result, zero-click queries are on the rise.

While this leads to potentially less traffic to your site, the visitors who do come through are often more relevant. This makes Conversion Rate Optimisation (CRO) efforts even more crucial, ensuring that every click counts.

What we’re doing about it

We’re prioritising CRO best practices for all our clients’ websites, analysing user behaviour data, and continuously refining conversion journeys. We’re also ensuring that our clients’ websites and marketing efforts are aligned. As previously mentioned in a recent insights feature, building a strong brand presence is critical, because AI Overviews generate answers referencing brand names they deem relevant and authoritative. Therefore, staying visible and relevant is key to success.

Bing shares insights on optimising content for AI

Bing has highlighted key strategies for optimising content for AI search visibility. To optimise for AI, Bing recommends the following:

• Optimise titles, descriptions, and headings: These elements help AI systems understand the content’s purpose. Use natural language that aligns with search intent.
• Q&A formats: Structuring content in direct question-answer pairs mirrors the way people search, making it easy for AI to pull exact answers.
• Lists and tables: Break down complex information into clear, reusable segments. These are particularly effective for how-to queries and comparisons.
• Schema markup: Use schema to help AI systems understand and categorise your content. Keep it concise and include essential details.
• Semantic clarity: Be clear, direct, and use synonyms or related terms to improve content’s relevance to user queries.

Bing also emphasises that traditional SEO is still critical, but with an added focus on content structure, clarity, and making answers easily snappable for AI-driven responses.

What we’re doing about it

The above guidance represents our approach here at Artemis. We’re constantly keeping a close eye on ensuring our clients’ websites are fully optimised for AI search as well as traditional organic search, which involves looking at content structure to inform intelligent, relevant content creation. We want to help every client stay aligned with the latest AI SEO strategies and maintain a strong competitive edge, which, for many SMEs, feels particularly difficult given the pace of change. AI and SEO are evolving exponentially, which is, by extension, affecting how people search, browse, and buy. That said, it’s also opening huge opportunities for those ready to adapt. Through ARTEMIS INTELLIGENCE®, our ongoing programme of testing, insights, and data-driven strategy, we help businesses stay ahead of these shifts. With our input and guidance, some small changes and adaptations can empower the smaller brands to stay more competitive with the bigger players in their industries, creating a healthier marketplace for all!