SEO in the Age of AI: 3 Top Changes for Fitness & Wellness Brands in 2025
AI is fundamentally reshaping search (no duh, right?). A recent report from agency directory DesignRush found that, in spite of Google’s 89.74% of global search market share, its dominance is shifting as tools like ChatGPT and Perplexity quickly find footing. We’ve all seen it in our dashboards — the precipitous drop — for many, starting in March/April.
No, it’s not the dewy, early days of content marketing when you could flash a simple keyword and make an almost effortless living for years. But just because those glory days are over, that doesn’t mean you don’t still have some digital fight left in you. Things have always changed, and will always change. One thing that hasn’t changed: customers and clients still need to find you.
From conversational chat modes to quality-driven algorithms, here are three precious pivots you should consider implementing, with real-world examples and insights. And, yes, this is probably already irrelevant considering how quickly things are changing!
1. Answer Engine Optimization (AEO): Optimize for AI Overviews & Conversational Search
Google now uses AI Overviews and, since June 27, 2025, AI Mode powered by Gemini 2.5, delivering direct answers in conversational formats rather than traditional link lists . AI Mode accounts for up to ~69% of searches and users get answers without clicking through, so you need to be the answer .
For fitness professionals and wellness brands, this means rethinking your content strategy and understanding it’s going to be a bit of a snowball going downhill for a while. Pin down two or three clear topics you want associated with your brand, create content that covers the fan-out of sub-questions AI Mode uses to build its answers, and prioritize real-world proof like case studies, reviews and authentic testimonials.
Yes, real stuff still matters. Probably more than ever!
This is the new SEO: ensuring that your expertise and unique positioning are embedded within the very yoga mat material of how AI Mode delivers information to consumers. The game has changed, and staying relevant now means stepping up to meet the way people actually search today. No more being in denial, okay?
You also need to audit and iterate. Make auditing a monthly habit
Search your brand or service in AI Mode and see how it’s presented.
If it’s off-brand, adjust content.
Watch competitor listings in AI Mode: what topics did they cover? How can you do it better?
Practice:
Define 2–3 concepts that you want AI Mode to link with your brand:
For fitness pros: “evidence-based HIIT coaching,” “virtual personal training,” “wearable posture tracking.”
For brands: “durable athleisure,” “vegan protein powder that actually mixes,” “AI-informed wellness app.”
These associations must appear consistently — website, social, PR— so that AI Mode pulls it together via semantic analysis.
Use FAQ schema markup to enhance visibility in AI and snippet features.
2. Core Update Focus: Emphasize E‑E‑A‑T, Depth, Originality
Google’s June 30, 2025 core update, rolled out over about three weeks, emphasizes E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness) and, once again, genuinely helpful content. It favors content that reflects real-world experience, author qualifications and depth, while penalizing thin, generic, or AI‑templated material — especially in YMYL (your‑money‑or‑life) verticals.
Look, you may be proud of yourself for that formatted, emoji-riddled list of obviously AI-generated copy, complete with hallucinations and needlessly complex sentence structure that stops readers in their tracks, but that’s not going to cut it. Guess what? As of right now, you still need a good human with a good editorial eye who knows best practices from the before times and can clean up the AI author for you. Yes, you still need a fact-checker. It’s okay, you’ll still save money. However, unless you’re a native writer or editor or you know how to use Gen AI to cleanly edit your outputs, my argument is you’re still not doing it right.
Rant over, let’s continue …
According to Search Engine Journal, the update specifically rewards content showing clear expertise and trust signals like author bios, credible sourcing and experiential narratives. Why you need this: generic content can no longer compete (see above). You’ve got to show your work, not just tell it. So, publish practitioner-led case studies with transparent methodologies, before-and-after metrics, and insights from specialists. For example:
“How Our 4‑Week Breathwork Protocol Reduced Cortisol by 30%: A Licensed Therapist’s Data & Experience.”
This isn’t marketing goop — it’s the kind of original, data-backed substance Google wants to surface after this update. Detailed case studies with actual outcomes give you the authority and specificity that earn visibility and audience trust in today’s more rigorous search landscape.
3. Zero‑Click Optimization: Modularize for AI Snippet Selection
With AI Overviews and AI Mode delivering content-rich snippets, zero-click behavior is increasing. You need clearly structured, standalone information blocks to get featured. In the DesignRush Report, Michael Hodgdon, managing editor of Elite SEO Consulting, said that “Google and AI-driven search tools aren’t just asking what people are searching for — they’re trying to understand why they’re searching and how they want the answer delivered. We’re seeing more zero-click results, AI-generated summaries and voice assistants changing how users interact with search entirely.”
Zero-click searches now account for around 60% of queries and aren’t just trending, they’re normal. And that hyperlink to the source, by the way, is already a year old.
So your content must be built in modular, AI‑digestible blocks that answer questions without relying on clicks. Each section should be a “grab‑and‑go” answer, scannable and self‑contained.
Example: Publish modular guides like:
3‑Step Daily Stretch Routine for Lower Back Pain
Step 1: Knee‑to‑chest stretch; hold 30 seconds each side.
Step 2: Piriformis stretch; 30 seconds, both legs.
Step 3: Child’s pose; 1–2 minutes, deep breathing.
Design each as a standalone snippet, complete with How‑To schema, bullet lists, clear headers, and summary boxes. This isn’t just formatting — it’s your ticket to being surfaced in AI‑generated summaries, voice responses and overview carousels. Get those blocks right, and your expertise shows up even when users don’t click and that's where real brand visibility happens these days. Until tomorrow, of course.
Closing Prompt
The rise of AI is retooling the digital landscape faster than most realize. Fitness and wellness brands that get ahead of these SEO shifts by structuring content for generative AI, prioritizing quality and authenticity, and optimizing for zero-click searches are the ones that will stay visible and relevant.
This isn’t just about keeping up; it’s about becoming the trusted go-to in your niche. Adapting now doesn’t just boost your reach; it strengthens the connection you have with your audience in a world where AI increasingly decides what they see — and what they trust.
