It’s been a wet start to spring on the West Coast, but Spring is here, and with it comes big changes in the SEO world. From algorithm changes to AI shifts, the search landscape is always moving. This recap covers the biggest changes from the past quarter so you can stay focused on running your business while keeping your strategy sharp.
AI dominates this update, a trend that is soon becoming the norm.
1. Rise of AI Agents: From Search to Customer Support
AI agents are popping up across platforms – handling customer service, summarizing search results, and even booking appointments. These bots don’t just answer questions; they complete tasks, acting like mini-assistants for users.
Some are using AI avatars heavily, often powered by AI-powered video creation platform like HeyGen and Synthesia. For better or worse, text to video is here to stay.
Applying This to Your Business:
- Consider where an AI agent could save you time: support tickets, sales, appointment setting
- If using one, train it on your actual business FAQs and documents
- Keep the human option easy to find. AI should support your team, not replace it
2. Perplexity AI Adds Shopping
The much-loved alternate web search tool is working to let users buy products directly from its AI-generated results. It’s not a Google killer, but it signals that AI-driven search alternatives are growing fast and experimenting with ecommerce.
If you have a product-focused businesses, this is another avenue for discovery.
Applying This to Your Business:
- Focus on clear, structured product info and reviews
- Don’t ignore smaller AI platforms – early adoption could be a win
- Keep an eye on emerging platforms where your audience might shop
3. AI Overviews: Bigger Presence, More Influence
AI Overviews are showing up more often in Google results, especially for informational searches. For logged-in users in the US, they are included in nearly 80% of searches.
These AI-generated summaries pull from multiple sources to give quick answers right on the search page.
Applying This to Your Business:
- Structure your content clearly with headings and concise answers
- Include FAQ sections where relevant
- Focus on trust. AI Overviews pull from reputable, consistent sources
4. Gemini 2.5 Pro Goes Public: More Power to Users
Google has made its latest AI model, Gemini 2.5 Pro, free for all users. It’s smarter, faster, and better at reasoning. Expect it to show up in more products, search experiences, and content tools.
Applying This to Your Business:
- Use it to help outline content, write drafts, or generate ideas
- Experiment with AI, but don’t publish unedited outputs
- Keep your tone consistent—AI is a tool, not a voice
5. Google’s March 2025 Core Update: a Quiet Rollout
Google wrapped up its first core update of the year on March 27th. This rollout was quieter than usual, but still brought changes across the board.
Sites with outdated or thin content saw dips, while pages with strong topical depth held steady or improved. Industry chatter suggests this update reinforced existing quality signals.
Applying This to Your Business:
- Review your top pages. Are they still helpful and up to date?
- Refresh old content that may no longer match search intent
- Don’t chase algorithm updates. Instead, focus on long-term value
6. Google Retires ‘AI While Browsing’: A Quiet Exit
Google has removed the ‘AI while browsing’ feature, which once displayed AI summaries over web pages and directed users to new searches.
The decision likely came from usability concerns and pushback around bypassing publisher content.
Applying This to Your Business:
- Make sure your content is skimmable without outside tools
- Use strong headings, intros, and clear calls to action
- Assume readers are multitasking. Clarity matters
7. Google Maps Updates: Travel Tools Expand
New features in Google Maps now help users plan trips with AI-powered itineraries, hotel price tracking, and even screenshot recognition through Google Lens.
This update is travel-focused but signals bigger things ahead for local and visual search.
Applying This to Your Business:
- Keep your Google Business Profile fresh and complete
- Upload new photos regularly, especially for seasonal services
- Post updates about events, hours, or special offers
Next Steps to Improve Your SEO
Curious how AI agents could save you time or improve your customer experience? Want a smarter content strategy that aligns with how people search—and how AI reads?
At Big Cedar, we help businesses build AI agents that actually understand your brand, your services, and your clients. Combined with customized content strategies that speak to both humans and search engines, we create content that ranks and converts. Get in touch to see how we can help.
