By Victor Yu, Data Optimization Specialist, and Jim Wright, Senior Copywriter
Even if you have only a passing familiarity with search engines and how they work, if you know anyone in website development, you’ve probably heard them say, “Google changed the algorithms again.” This statement was likely followed by much hand-wringing, perhaps gnashing of teeth, and certainly a grumpy disposition.
What they’re saying is that how pages are ranked and search results presented has been tweaked. That means trying to suss out how best to adjust your content to capture as much attention from the web crawlers as possible. (If you’re not up with the lingo, a “web crawler” is a term for the bot or automated program that does the work of looking for keywords, following hyperlinks, and, ultimately, reporting back on the usefulness of a site relative to the search query.) In a nutshell, that’s exactly what Search Engine Optimization, or SEO, really is—understanding how to get a site like Google or Bing to notice you and pass your URLs along to the people looking for knowledge you possess, and adjusting your content for that.
No More Keywords For Me; I’m Stuffed
Most changes to how search engines rank what they find help quality content perform better. (For the purposes of this article, we won’t go into the antitrust suit brought against Google for stacking the SEO deck in its favour.) In the past, web crawlers were relatively unsophisticated, seeking out keywords that fit the search enquiry and zeroing in on sites based on volume. This led to what’s known as “keyword stuffing,” using the most searched-for words on a topic to excess. Unfortunately, it often turned out that the top-ranked pages on the Search Engine Results Page (or SERP) didn’t contain quality content. Many sites sold advertising space (and still do) based on the volume of hits. They didn’t care if the content was any good, so long as they could show that people were viewing it.
We're experts at product marketing—and SEO! You'll never see this from us.
Image source: learn.g2.com
Over time, search engine providers refined their criteria to show preference to sites that demonstrated they actually knew something worthwhile about their subject matter. Content finally became king, and good writing was justly rewarded—for the most part. This ongoing shift went hand in hand with a growing ability for search engines to answer questions written in plain speech. Little did we know then (those of us not actively working in the field) that Artificial Intelligence was about to come and truly change the game.
SEO? Meet AI — You’ve Got Things To Talk About
AI has become a pervasive part of our lives, touching our day-to-day routines in ways we’re not always aware of. You’ve probably been welcomed at a QSR drive-through by AI, had your favourite delivery app make recommendations, and been subjected to dynamic pricing adjusted by time, location, and demand. It’s also responsible for a growing amount of the content available on the internet. But, that’s a blog for another day!
Where AI is really taking over the search engine space is on the SERP. You may have seen it yourself—at the top of the Google results page, you’ll often find a complete answer provided by AI, particularly if you’re looking for a summary of a topic or some kind of how-to instructions. How pervasive is AI on the SERP? According to one study, as of the end of last year, nearly 19% of U.S. searches resulted in an “AI Overview” (AIO) result at the top of the page, averaging over 5,300 characters.1 A small study in April of this year, focused on several large U.S. cities spread across four states and Washington, D.C., found about 30% of enquiries resulted in an AIO.2
When you think about it, it’s kind of a spoiler, isn’t it? AI gives you the answer before you even get to decide which search link to click on. This is called a “zero-click result” because you may take your answer and run without clicking through to a website. As a person looking for information, it’s highly efficient. As a brand (and for marketers), it kind of defeats the purpose of putting time into SEO.
Or does it?
Shifting Goalposts are the Name of the SEO Game
When it comes to changing the rules of engagement, let’s just say we’re used to it. Rather than panic, we look at what’s changed, what the current situation is, and how we adjust. As Han Solo said in The Force Awakens, “How do we blow it up? There’s always a way to do that.” And there’s always a way to get the web crawlers to find your content.
Before we get to the how, though, we need to introduce another recent twist in the SEO challenge.
Search engines can now fetch and index public content from professional and creator Instagram accounts. Google treats these posts—photos, Reels, captions, and carousels—like any other crawlable page, meaning they can surface in image packs, AI Overviews, and SERPs. Brands that appear in these results gain visibility without relying solely on website links. That’s great news! It’s a new way to build brand presence, trust, and consumer interaction and get even more value out of social media. But it means tweaking one’s approach to IG content. (Which we have.)
Quality Content and Keywords Will Always Draw A Crowd
Between improved web crawlers and the extra touchpoint of your Instagram account (and don’t be surprised if other social platforms become crawlable in the near future), there’s never been a better time to ramp up the quality of your content, present cohesive messaging across platforms, and, as ever, show people you have the answers to their questions and solutions for their problems.
As an overall strategy, using the “right” keywords is still important for capturing information seekers looking for products, services, and information you can provide. Instead of just volume and repetition, however, it’s key to incorporate those keywords into high-quality, readable content.
Engaging and enticing copy sells on the page and naturally incorporates a range of keywords related to the core subject.
Image source: redpathsugar.com
And that goes beyond your website, extending to your social media presence, email lists, and interaction with your audience. Search engines now favour brands that demonstrate authentic engagement across multiple channels. They’re looking for video content, too, to bolster your authority further, and copy that’s natural and easily understood—by humans and AI!
SEO Strategies for Food Marketing in 2025
See what we did with that subhead? Not only does it help make this article scannable for you, the reader, it’s also like a bat-signal to search engines: we’ve got content on this specific topic! This is called a “long-tail keyword.”
We covered a lot of territory in just six words and a date, and it gets more specific the further you go. As a search term, “SEO” is extremely broad, difficult to rank for, and won’t generate meaningful results. Expanding to “SEO strategies” narrows the field somewhat, but it’s still akin to fishing with a rod and reel in the middle of the ocean with a plain worm on the hook. A cheap plastic one.
The more specific the query, the more likely you are to capture a qualified lead.
Image source: wordstream.com
By the time we get to “SEO strategies for food marketing,” we’re speaking directly to a very specific, high-intent group of people who want to know about this exact subject. Adding “in 2025” is the icing on the cake, alerting web crawlers and humans that this info is fresh and relevant.
Long-tail keywords are an excellent way to land on a standard SERP. They are also more likely to trigger an AIO. A study published in May 2025 noted “queries showing an AIO with 8+ words have grown 7x since AIOs launched in May 2024. Users are asking more complex questions, and Google’s AI is now capable of delivering nuanced, contextual responses directly in the search results.”3
But wait, isn’t that bad, based on what we’ve learned about zero-click results? It’s actually not. Google’s AIOs cite their sources, establishing them as authoritative on the subject. (Assuming it’s a real source and not a hallucination.) Now, if you’re running, let’s say, a DIY site and the AIO provides complete step-by-step instructions for installing a new electrical outlet (it does), you might be SOL on the SERP. All the information is there, so no need to click.
However, your website is for your food business, and it’s very unlikely any AIO will provide a potential customer with everything they need. But it will show that Google Almighty thinks you’re one of the top authorities on the subject, so the searcher will likely click through to learn more about what you can offer them, whether you’re a B2B or B2C enterprise.
Ok, Here Are Our Actual SEO Strategies For Food Marketing In 2025
Being cited in an AIO and ranking at or near the top of a SERP are highly desirable outcomes. How do you get there?
It starts with original and insightful content that not only answers questions, it advances the conversation in your industry while showcasing your unique selling points. Your copywriter should know and understand your industry and your business so that they can write with confidence but also without sounding forced; the foundation for SEO is writing in a natural style, and many keywords and high-value search terms will appear organically, with no need for old-school keyword stuffing. This is something a skilled copywriting human professional can do better than any AI.
Keyword research will continue to be valuable, of course, to ensure your content isn’t lost in a sea of sameness. The right keywords—for YOUR business—will attract the right audience. Those keywords should feature across your website, including blogs, articles, FAQs, landing pages, and more, as well as in your social media content in images, videos, and post copy.
Speaking of your social media, you can’t think of it as a series of digital billboards meant just for visibility. Give your audience a chance to engage with your brand and be sure you’re participating in the conversation. It’s called “social media,” so be sociable!
Quality content attracts other content creators, too. This opens up opportunities for you to earn high-quality backlinks from authoritative, trustworthy sources in your niche. Examples include industry publications, thought-leader blogs and reputable online directories. Leverage digital PR, secure guest posting and foster relationships with influencers for natural link building in your space. And when you showcase your expertise in your owned spaces, back up your claims with links to credible sources. Your goal is to create a network of connections, and that helps the search engine web crawlers determine if you really know your stuff; if other people trust you and you show you’ve done your due diligence for research, you’re more likely to rank highly.
If you’re building a new site, it’s vital that SEO be part of the foundation and permeate every page. For an existing site, a site audit can reveal opportunities to improve performance, allowing for judicious edits of existing content and direction for new stuff.
Back to social media for a minute, specifically Instagram, where the shift will be more subtle and exceptionally nuanced. People who follow social media accounts, especially consumers following B2C brands, value authenticity, entertainment, and helpfulness; they don’t want to feel like they’re being sold to. That means stealthily working keywords into copy, like vegetables into a child’s meal; there aren’t a lot of words to work with in a post versus a blog, and overt attempts to be salesy or deviations from natural-sounding language will erode your credibility. (And don’t worry; we’d never write a social post that reads like that last sentence!)
Your Takeaways On SEO Strategies in the Age of AI
The keys to successful SEO are research, monitoring and adjusting, and, above all, patience—the payoff will not happen overnight. That may sound daunting and like a lot to take on. But it’s one of our areas of expertise; as an agency, we prefer to see it as a challenge. And as the Data Optimization Specialist and Senior Copywriter, we live for this kind of thing!
Let’s chat about SEO for your food business and how we can best use our knowledge, insights, and skills to push your business to the next level and to the top of the results page. Talk to us today and skip the hand wringing, teeth gnashing, and certainly the grumpy disposition!
1. SE Ranking, The State of AI Overviews in 2024: Research Insights and Future Forecasts
2. SE Ranking, AI Overviews Research: How Google’s AI answers vary across five states in the US
3. Brightedge, Long-Tail Keyword Optimization for AI
