Monthly SEO Insights: June 2025

Another month goes by, and once again, the landscape of search continues to shift, and quickly. This month’s update is a little longer than usual, but it’s well worth the read to understand everything we’re doing here at Artemis to stay proactive and keep your strategy ahead of the curve. If you’re short on time, you can watch the key points in our video summary here:

 

While most in the industry have been talking about the rise of AI tools, what we’re seeing in the data is something even more significant.

The ways that users are interacting with websites is changing.

In this update, we’ll walk you through what we’ve noticed, what we’re doing behind the scenes to keep our clients ahead, and the simple actions that can help you make the most of this new and evolving era of search.

The Great Decoupling: Clicks are Falling, Impressions are Rising

This month we’ve started to notice a clear pattern across client accounts: impressions are going up, but clicks are going down. This isn’t just a random blip; it’s a trend that Google themselves are now talking about fervently.

At a recent event, one of Google’s engineers, Martin Splitt, called it “The Great Decoupling”.

So what’s causing the uptick in impressions but fall in clicks?

It’s largely down to an increasingly more prevalent feature called AI Overviews, which we’ve discussed at length for nearly a year. These are AI-generated answers that now appear right at the top of Google’s search results. They often give users a full summary of what they’re looking for before they even need to click on a website.

This means that your website might still be shown in the search results, but if people can already get what they need from the AI summary, there’s a good chance they won’t click through.

But this doesn’t mean SEO is broken. It means it’s evolving.

At Artemis, we’ve been preparing for this shift and we’ve already put in place strategies to help our clients stay visible and competitive in this new search environment.

The Shift in Strategy: From Rankings to Relevance

Historically, SEO has focused on targeting individual keywords that are relevant to your business. This includes terms ranging from “cake delivery Haywards Heath” to “best family solicitor near me,” and everything in between.

But the way people search is changing.

With the rise of AI chatbots like ChatGPT, Gemini and even Google’s own AI Mode, people are asking more detailed, personal and specific questions and expecting personalised, tailored answers in return.

It’s no longer just “cake delivery Haywards Heath”. Now it’s:

“My daughter’s 6th birthday is in 5 days. I need a local cake maker who can do an under-the-sea themed cake in time.”

That level of specificity would have seemed extreme a year ago. Today, it’s becoming normal and it’s why we’re shifting how we think about content.

Instead of writing for a generic search phrase, we’re helping clients create content that speaks to real people, in real situations. This means:

• Talking directly to different customer types and their needs
• Writing helpful, scenario-based content that AI tools can match to specific queries
• Moving beyond surface-level descriptions to demonstrate genuine expertise and trust

This type of content helps AI tools understand who the service is for, and why it’s relevant, making it far more likely to be pulled into AI Overviews or chatbot answers.

Reviews Matter More Than Ever

We all know reviews are important. But what’s changing fast is how they’re being used and who is using them. Until recently, reviews mostly influenced human decisions: people would scan Google, browse Trustpilot or check a few testimonials before deciding who to contact. Now, AI tools are getting involved.

Chatbots like ChatGPT, Perplexity and even Google’s own AI Overviews are starting to pull in review data from across the web to answer questions like:

“Who are the best solicitors in Brighton?”
“Which UK coffee brands are the most trusted by customers?”
“What’s the top-rated hair salon in Guildford?”

In these cases, the AI isn’t just relying on your website. It’s looking at review signals across multiple sources, such as Google Reviews, Trustpilot, industry-specific directories, and even forums. It’s forming an aggregated opinion and presenting that to the user.

This makes your reputation across platforms more important than ever.

We’re now encouraging all clients to:

• Focus on gathering consistent, high-quality reviews across multiple review sites
• Ensure those reviews use helpful, descriptive language (not just “great service!”)
• Respond to reviews where possible to show activity and trustworthiness

We’re already seeing AI tools mention businesses based on these trust signals. The more consistent and visible your reviews are, the more likely it is your brand will be recommended (even if a user never types your brand name). It’s one of the easiest, most effective ways to improve your presence in search that’s now so influenced and dominated by AI.

Schema: The Hidden Superpower for AI Search

You won’t see it on your website, but schema is one of the most powerful tools in modern SEO, especially when it comes to visibility in AI search tools. We’ve been implementing it across client websites for years, giving you a strong head start in this new AI-driven search environment.

In simple terms, schema is a type of structured data, a behind-the-scenes code that tells search engines and AI systems what your content means, not just what it says.

For example, if your page mentions a product, schema can tell Google:

• The product name and description
• The price
• Whether it’s in stock
• How it’s rated
• Who the manufacturer is

And so on.

Likewise, for service pages, schema can highlight your location, reviews, contact information, and even your business opening hours.

So, why does this matter?

Because AI systems don’t just “read” pages the way humans do; they scan for structured data to quickly understand what your content is about. If your site has rich, accurate schema, it’s far more likely to be:

• Featured in AI Overviews
• Cited by chatbots like ChatGPT or Gemini
• Selected for rich results (like product listings, reviews, or FAQs) in Google search

We’re now actively auditing and enhancing schema across our clients’ key pages to ensure that the most valuable information is being properly understood – and surfaced – by AI tools.

Clicks Aren’t the Only Thing that Matters Anymore

The way people search and the way Google responds is changing incredibly fast. Visibility in AI tools now starts long before a user types into Google.

At Artemis, we’re not just responding to this shift, we’re actively shaping our clients’ websites and content to perform in this new environment. And as always, your strategy is being continuously adapted to ensure you remain visible, relevant, and competitive in the new AI-led search world.