{"id":5690,"date":"2025-11-10T17:09:31","date_gmt":"2025-11-10T17:09:31","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=5690"},"modified":"2025-11-10T17:09:31","modified_gmt":"2025-11-10T17:09:31","slug":"what-google-isnt-telling-you-about-rankings-in-2025","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/","title":{"rendered":"What Google Isn\u2019t Telling You About Rankings in 2025\u00a0"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">AI is rewriting the rules of SEO and if you have been told backlinks don\u2019t matter anymore, it\u2019s time to think again.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the latest episode of <a href=\"https:\/\/open.spotify.com\/episode\/3yBkKlPVIKz9mrHqFIabwC?si=4gwVC2VZTsa9seBZgSQxNA\">SEO on Air by Stan Ventures<\/a>, host Koa Kauwe sat down with Arman Advani, Director of Search Atlas, to talk about what is really happening in search rankings as we head into 2026.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The conversation peeled back the layers on how AI-driven search is reshaping ranking signals, why link authority is back in the spotlight and how SEO professionals should prepare for what\u2019s next.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5691\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/11\/Arman-Advani-16_9.jpg\" alt=\"Arman Advani 16 9\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/11\/Arman-Advani-16_9.jpg 1920w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/11\/Arman-Advani-16_9-300x169.jpg 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/11\/Arman-Advani-16_9-1024x576.jpg 1024w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u201cRight now, it has never been better to be in the link-building business,\u201d Arman said confidently. \u201cLarge language models are using external validations, like backlinks, brand mentions and sentiment to decide which businesses deserve visibility.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As search gets more intelligent, it\u2019s not just about keywords or on-page content anymore. The future of SEO, as this episode reveals, lies in trust, validation, and contextual authority across the web.<\/span><\/p>\n<p><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/3yBkKlPVIKz9mrHqFIabwC?utm_source=generator\" width=\"100%\" height=\"232\" frameborder=\"0\"><br \/>\n<\/iframe><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#why-are-backlinks-made-a-comeback-in-2025\" >Why Are Backlinks Made a Comeback in 2025?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#so-what-defines-a-%e2%80%9cquality-link%e2%80%9d-in-the-age-of-ai\" >So What Defines a \u201cQuality Link\u201d in the Age of AI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#digital-pr-vs-guest-posting-what-works-better-now\" >Digital PR vs Guest Posting: What Works Better Now?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#how-is-ai-changing-the-definition-of-seo\" >How Is AI Changing the Definition of SEO?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#how-are-agencies-scaling-seo-in-the-ai-era\" >How Are Agencies Scaling SEO in the AI Era?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#how-do-you-make-ai-content-that-still-ranks\" >How Do You Make AI Content That Still Ranks?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#whats-the-real-problem-with-seo-in-2025\" >What\u2019s the Real Problem with SEO in 2025?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#where-is-seo-headed-next\" >Where Is SEO Headed Next?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/#tldr-%e2%80%93-key-takeaways\" >TL;DR &#8211; Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"why-are-backlinks-made-a-comeback-in-2025\"><\/span><b>Why Are Backlinks Made a Comeback in 2025?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ten years ago, backlinks were the backbone of <a href=\"https:\/\/www.stanventures.com\/blog\/google-algorithm-updates\/\">Google\u2019s ranking algorithm<\/a>. Then, as link farms and PBNs (Private Blog Networks) flooded the web, Google dialed back their influence, shifting focus toward content and user experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But with the rise of AI-powered search, Arman says the pendulum is swinging back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAI models like ChatGPT and Gemini rely on real-time retrieval when users ask about businesses, services, or products,\u201d he explained. \u201cThey need external validation to decide whose answer to trust. Backlinks act as that validation.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Large Language Models (LLMs) like those powering ChatGPT, Perplexity or Claude, don\u2019t just rely on static training data anymore.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They pull fresh data from the web using Retrieval-Augmented Generation (RAG). That means a company\u2019s visibility across trusted, authoritative sites directly impacts whether AI will \u201cmention\u201d or recommend it in results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And those trust signals? They look remarkably familiar:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Backlinks from authoritative domains<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mentions on review platforms like G2 and Trustpilot<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand sentiment across social and community sites like Reddit<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">AI\u2019s logic, it turns out, still mirrors Google\u2019s only this time, the feedback loop between authority and visibility is even tighter.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"What Google Isn\u2019t Telling You About Rankings in 2025 | SEO on Air with Arman Advani\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/HGH3aPvGa0s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"so-what-defines-a-%e2%80%9cquality-link%e2%80%9d-in-the-age-of-ai\"><\/span><b>So What Defines a \u201cQuality Link\u201d in the Age of AI?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cQuality backlink\u201d is a term that gets thrown around a lot, but few agree on what it really means.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Arman, the answer is clear: traffic relevance trumps vanity metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe looked at domain authority, domain rating, and trust flow,\u201d he said.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBut the metric that correlates best with performance is organic traffic. If a site isn\u2019t getting traffic, Google and AI systems probably don\u2019t care about it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But traffic alone can be deceptive. Some sites inflate numbers using irrelevant or non-commercial keywords. That is why context matters: the referring domain\u2019s content, audience, and topical relevance to your niche all factor into link quality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search Atlas has even built its own metric Domain Power combining authority, traffic authenticity and topical alignment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short: backlinks are still votes of confidence, but only if they come from the right neighborhoods of the internet.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"digital-pr-vs-guest-posting-what-works-better-now\"><\/span><b>Digital PR vs Guest Posting: What Works Better Now?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It is a debate that\u2019s reshaping agency strategies: are digital PR campaigns replacing guest blogging?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arman\u2019s take was refreshingly balanced.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cDigital PR is fantastic but not scalable for everyone,\u201d he said. \u201cIf you\u2019re pitching Forbes or Entrepreneur, that works for big brands. But what about a pest control company in Birmingham?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can\u2019t get that coverage and nor do they need it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For most businesses, the future lies in hybrid strategies: blending PR-style brand mentions with relevant, industry-specific guest placements.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key, according to Arman, is ensuring that your brand gets referenced in credible contexts, even without a direct link.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means quotes, mentions, and appearances on relevant websites matter as much as traditional backlinks. As he put it, \u201cAI doesn\u2019t just look for hyperlinks, it looks for reputation signals.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-is-ai-changing-the-definition-of-seo\"><\/span><b>How Is AI Changing the Definition of SEO?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s the part where things get interesting. Despite the hype, AI and traditional SEO are not rivals, they are two sides of the same coin.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cRight now, only about 7% of SERPs feature AI overviews,\u201d Arman shared. \u201cBut that number\u2019s climbing fast. Still, AI search and traditional SEO aren\u2019t separate. They overlap.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI systems, whether Gemini, ChatGPT, or Perplexity all draw from search engines like Google, Bing, Brave, and Common Crawl datasets. If your site does not rank well or isn\u2019t visible to crawlers, it won\u2019t appear in AI-generated results either.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, optimizing for AI search still starts with solid SEO fundamentals:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Crawlable and indexable pages<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fast-loading, structured content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Schema markup for machine readability<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Credible backlinks and brand mentions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cIf you want to be visible in AI,\u201d Arman added, \u201cyou first have to be visible in search. That\u2019s SEO 101.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-are-agencies-scaling-seo-in-the-ai-era\"><\/span><b>How Are Agencies Scaling SEO in the AI Era?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Running a full-service SEO operation today requires balancing automation with human creativity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arman detailed how Search Atlas, which started as a traditional agency, scaled its team globally without compromising quality. By hiring across Colombia, Serbia, Nigeria, Pakistan and India, the company built an international workforce that blends cost efficiency with deep expertise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTalent has no borders,\u201d Arman noted. \u201cWe couldn\u2019t have built this platform if all our hires were U.S.-based. Scaling globally allowed us to reinvest in product innovation.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He emphasized how remote collaboration tools like ClickUp and Hubstaff made global project management seamless, proving that cost-effective scaling doesn\u2019t mean cutting corners, it means working smarter.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-do-you-make-ai-content-that-still-ranks\"><\/span><b>How Do You Make AI Content That Still Ranks?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Everyone\u2019s asking the same question: if <a href=\"https:\/\/www.stanventures.com\/news\/how-is-the-10-59-billion-ai-content-revolution-reshaping-marketing-in-2025-4134\/\">AI is creating content<\/a>, how can you make yours stand out?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arman had a blunt answer: \u201cIf you copy-paste a blog from ChatGPT and call it SEO content, you have failed the assignment.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search Atlas approaches AI writing differently. Before content is generated, it builds a Brand Kit, feeding the model key inputs like tone, audience, location, and existing assets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, it scrapes top-ranking pages for that keyword, analyzing headings, schema and entity usage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The result? Context-aware AI content designed to rank, not just read well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAI content isn\u2019t the problem,\u201d Arman said. \u201cBad content is. Whether it\u2019s human-written or AI-generated, if it doesn\u2019t add new information or context, it\u2019s useless.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"whats-the-real-problem-with-seo-in-2025\"><\/span><b>What\u2019s the Real Problem with SEO in 2025?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When asked what he would change about the SEO industry, Arman didn\u2019t hold back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s too much smoke and mirrors,\u201d he said. \u201cSome agencies overpromise, underdeliver, and make clients think SEO doesn\u2019t work. But SEO works, it is just often done wrong.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Transparency, education, and data-backed strategy, he says, are what will separate real SEO professionals from opportunists.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To help bridge that gap, Search Atlas even built a free \u201cPatent Brain GPT\u201d an AI tool trained on every Google patent ever published. Anyone can ask how Google actually uses links, structured data, or ranking factors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf you want to know how Google works, ask Google\u2019s patents,\u201d he joked.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"where-is-seo-headed-next\"><\/span><b>Where Is SEO Headed Next?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As the conversation closed, Arman shared his biggest prediction: the rise of blended search.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In his words,<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019re entering an era where Google, social media, and AI platforms will merge into a hybrid discovery ecosystem. Some searches will stay in Google. Others will start and end in AI or social apps. SEO must evolve to serve all of them.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He expects <\/span><a href=\"https:\/\/www.stanventures.com\/ai-seo-services\/\"><b>AI SEO systems<\/b><\/a><span style=\"font-weight: 400;\">, where marketers can talk to AI agents like Search Atlas to deploy entire <a href=\"https:\/\/www.stanventures.com\/seo-case-study\/\">SEO campaigns<\/a> to become mainstream within the next two years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And as for traditional Google search? It\u2019s not going anywhere but it is about to share the stage with a new wave of intelligent discovery platforms.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"tldr-%e2%80%93-key-takeaways\"><\/span><b>TL;DR &#8211; Key Takeaways<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI is reviving backlinks<\/b><span style=\"font-weight: 400;\"> as major ranking signals for validation and trust.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Quality links = traffic + context + authority<\/b><span style=\"font-weight: 400;\">, not just metrics.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Digital PR and guest blogging<\/b><span style=\"font-weight: 400;\"> are merging into hybrid link strategies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI and SEO are interconnected<\/b><span style=\"font-weight: 400;\"> \u2014 visibility in AI starts with strong organic SEO.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI content must add \u201cinformation gain,\u201d<\/b><span style=\"font-weight: 400;\"> not regurgitate existing ideas.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Global teams and automation<\/b><span style=\"font-weight: 400;\"> are driving the next generation of SEO agencies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The future is <\/span><b>blended search<\/b><span style=\"font-weight: 400;\">, where Google, AI, and social platforms converge.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>AI is rewriting the rules of SEO and if you have been told backlinks don\u2019t matter anymore, it\u2019s time to think again. In the latest episode of SEO on Air by Stan Ventures, host Koa Kauwe sat down with Arman Advani, Director of Search Atlas, to talk about what is really happening in search rankings [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-5690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Google Isn\u2019t Telling You About Rankings in 2025\u00a0 - Stan Ventures<\/title>\n<meta name=\"description\" content=\"Arman Advani reveals how AI and backlinks are redefining Google rankings in 2025. Learn what still drives traffic, and visibility in search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.stanventures.com\/news\/what-google-isnt-telling-you-about-rankings-in-2025-5690\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Google Isn\u2019t Telling You About Rankings in 2025\u00a0 - Stan Ventures\" \/>\n<meta property=\"og:description\" content=\"Arman Advani reveals how AI and backlinks are redefining Google rankings in 2025. 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