Welcome to our June Digital Digest!

We’re now half way through 2025 and so far there has never been a dull moment! So, let’s dive straight in to our latest Digital Digest and take a look at what new developments have been making headlines this month.

Real-Time Voice Search

The desire for personalised search and conversational interactions are driving the global use of voice search.

Last month we took a look at the impact of AI on global search and how users are optimising their content to appear in search results. We’re all seeing first-hand the push towards natural language and conversational interactions with AI, and it makes sense that voice search is a method that would perform well in this new digital setting.

Over 1 billion voice-based searches are currently made every month in 2025 and Google has recently launched its ‘Search Live’ AI mode for US users which offers real-time voice search results. Combine these new features with the relaxed, personal, and conversational interactions that users are already having with AI chatbots and voice assistants and it’s clear that voice search is poised to become one of the top ways for users to access online information.

Long-Tail Keywords

Targeting long-tail keywords is the best way to beat out competitors and secure interactions.

If users are exploring a new topic but have limited information then they will often use short-tail keywords that give them a good overview of the subject. However, if they are interested in making an interaction, then they will instead use long-tail keywords.

These keywords are much less competitive and much more specific than their shorter counterparts, and often signal that the user has passed the information-gathering stage and is looking for a specific search result that meets their exact needs. So, if you’re looking to increase your engagement and conversion rates, then you shouldn’t be competing with countless other sites for high-ranking keywords. Instead, switch your attention to long-tail keywords that reduce the number of competitors you have to beat out for the top ranking and get your content in front of the right audience.

Multichannel Visibility

The surge in zero-click searches means it’s time to rethink how we measure campaign success. 

It might feel like Google has a monopoly on online search, but your target audience does not exist only in one place. They are present across multiple platforms, devices, and touchpoints, and traditional search engines must now compete with AI chatbots, social platforms, and emerging channels to deliver information to online users.

Visibility, rather than clicks, is fast becoming the currency of online search, particularly as zero-click searches and AI-Overviews become the preferred way of accessing information. Your brand needs to be present across all points of contact to reach your audience wherever they are, so if you want to maximise your visibility then it’s time to diversify your digital presence across all these platforms – which includes optimising your content for AI search and chatbots.

Rethinking Success Metrics

The surge in zero-click searches means it’s time to rethink how we measure campaign success.

For the longest time, clicks and impressions were interlinked. Someone would see a link to a website, interact with its featured snippet, and then click the link through to find out more information, but integrating AI into search results has had a widespread impact on this and we are now beginning to see exactly what that looks like.

Since the rollout of AI Overviews site owners have started to see clicks drop whilst impressions remain unaffected. Users are finding the information they need through impressions alone and causing a surge in zero-click searches, but what does this mean for marketers and content creators moving forward? How are websites able to see which pages, keywords, and topics are generating the most value for users if they can’t track clicks – and could this mean that it’s time to look beyond them and focus on other engagement metrics?

The Return of User Generated Content

People want honest, reliable search results – and Google AI aims to deliver.

Sick of seeing Reddit posts appearing in your search results? This is no accident – AI search gathers its information from clear, conversational content that it can easily understand and reference, and where better to find this than in user generated content?

These platforms are seen by many as a source of unfiltered honesty and genuine authenticity that can only be found in real-life communications. Internet users, particularly young people, are increasingly turning to social media for recommendations, reviews, and advice and there is a big push for people-first content that meets user demands for relevance and authenticity.

Within this context, it is no surprise that SERPs are referencing these forums – even if the results are delivered by AI!

The Digital Digest

Are you worried about how any of the topics covered in this month’s Digital Digest may impact your marketing efforts?

Don’t worry – we are here to help. You can browse our services, get in touch with our team, or simply come back next month to keep up to date on all the latest news that’s making waves across the digital marketing industry.