Check out these essential tips and trends for SEO in 2025 as AI and machine learning loom large

One of the biggest beauties of tech is that it’s constantly evolving and offering people the chance to elevate their business with what is out there. SEO is one such aspect which is constantly changing, with new algorithm updates and advancements happening all of the time.

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In this article we delve a little deeper into the latest trends in SEO which you should focus on to help keep your business at the top of the map. Keep on reading to find out more and get inspired in no time.

Why is SEO so important?

When you run a business, you need to make sure people see it. If you don’t, you could have the best company in the world, but no-one would find you to make orders or work with you. SEO ensures that your website is visible, relevant and competitive in search engine results, putting you ahead of the competition.

If you don’t optimize your site for SEO, not only will you not reach the right customers, but it also makes it nearly impossible for your company to grow. SEO conversions can boost conversions and revenue by attracting users that are actively looking for the products or services that you’re providing. You can use SEO experts such as Matthew Bertram of EWR Digital to help get your SEO up to scratch. 

From AI driven results, to voice search and local SEO, staying updated with the latest trends is one of the most important things you can do for your business to get to the level you want it to be. Essentially, it’s the backbone of digital marketing and something you need to ensure is as solid and watertight as it can be.

What are some of the top tips and trends for SEO in 2025?

Here we have outlined some of the top tips and trends for SEO in 2025 that are sure to help you get ranking and acquire more customers. Put in the work and soon you will see your numbers go up and your levels of success rise.

The Influence of AI and Machine Learning

One of the most important trends at the moment is the influence of AI. We are now needing to prioritise our articles, content and webpages for AI search as well as search engines. Google’s SGE (search generative experience) means your content should be more structured in detail and ‘answer-style’ content so as to conform with this.

Google also rewards high quality and helpful AI content that really helps the user, but can penalize low-value spam so it’s really important you put value and thought into the content you provide. Look out for AI tools such as ChatGPT, Gemini and Claude for things like keyword research, content optimization and more. This can all help you to keep ranking in 2025. 

The Chance in Content to EEAT and Quality

The main important things you need to keep in mind are EEAT - Experience, Expertise, Authoritativeness and Trustworthiness. Google is rewarding quality that is first-hand experience and has something unique about it that makes it seem more real and trustworthy to the reader.

Things such as bylines and bios with credentials make it seem a lot more credible and can help you to rank in search engines for this. Go back over your content to ensure it’s all useful rather than just there for the sake of it and not adding any value to your site and business for the reader. 

Optimising Content for Answers

More searches are ending without a click now than ever, thanks to things such as featured snippets, knowledge panels and AI answers. SEOs must optimize for this and aim to be shown in featured snippets in order to be seen. To do this, you need to use concise, structured answers that are easy to read and have the main points highlighted. You should also target question-based keywords such as ‘how-to’ or ‘best way to’ as well as implement FAQs into your articles. This all makes it easier for the user to find the answers to their questions.

Consider Voice Search

Not only is search just about typing anymore. Infact, voice search is one of the fastest growing queries, mostly thanks to things like smart speakers and AI assistants. Most people have things like a Google Home or Alexa in their house, as well as things like Siri or Bixby on their mobile phones.

When people ask this question, you want yours to be the answer. Try to optimize for long-tail, natural-language queries such as ‘where can I find a good Chinese restaurant in my area’. It’s better to focus on local search for this, as voice searches tend to be for people wanting solutions for things in their area.

Think About Video and Visual Search 

Other searches that are also not losing any traction are video and visual searches so you need to make sure you’re ready. YouTube SEO is really important as Google is integrating video results into search. This means there are new ways for people to find your content that might not have been possible before, and you want to be ready.

Short form videos such as TikTok, reels and YouTube shorts are also able to drive traffic, just make sure you optimize them and use relevant keywords. Google Lens is also a huge aspect with search, and for this, you want to use high quality images with descriptive alt text. You should also leverage structured data for images (e.g., ImageObject schema). This will mean you have a better chance of being featured.

Take Core Web Vitals and Page Experience into Account

Google’s page experience update still impacts the ranking of your site and content, so you need to ensure your pages are well laid out and easy to use. Some of the keymetrics include load speed, visual stability and bounce rate. Mobile-first index is also now the default. Take a look at things like Google Analytics and Google Webmaster tools to see what pages people are spending time on, see your page speed and ensure it’s all optimized as much as it can be.

Don’t Sleep On Local SEO and Google Business Profile

If you own a business, particularly one with a physical premises, you need to have a Google Business Profile. This is key for helping you to find customers, as Google will profile you when people are searching for relevant businesses in the area. Look into local service ads integration and focus more than ever on content that is relevant to the area you are in. This will help you to rank. SEO also includes optimizing for things such as Google Shopping (for e-commerce), Google Discover and also indexes community answers for Reddit & forum discussions. 

These are just a few things that are trending in the world of SEO that can help you to get your business ahead. Running a company or being in the marketing department of a business is no mean feat, and it can feel like you’ve only just got to grips with one algorithm before something else comes along.

While this might be the case, always working on the most up to date techniques and tactics can help you to get ahead. Remember to keep user experience at the core of everything you do, focusing on what they would need in order to achieve their end goal. Whether this is reading an article to find out information or purchasing a product, make the journey a seamless one. What are some top tips you have for staying up to date with SEO? Let us know in the comments below.