Search engine optimisation (SEO) continues to evolve at an unprecedented pace, as new algorithms and shifting user behaviours reshape how websites are ranked. For digital marketers and SEO professionals, staying ahead of the latest trends is crucial for maintaining visibility, increasing traffic, and ultimately driving conversions. In this article, we’ll examine key SEO trends for 2025, based on the latest research and industry reports, and explore how emerging changes in search algorithms will impact SEO strategies.
We’ve gathered insights from leading SEO platforms like Google Search Central, Ahrefs, Moz, and BrightEdge, and included our own research, to provide data-driven insights into the most important trends marketers need to know.
SEO in the Era of AI and Machine Learning
Artificial Intelligence (AI) and machine learning have already begun to revolutionise SEO, and their influence is expected to grow even more in 2025. Google’s core algorithm updates are increasingly driven by machine learning, according to Google Search Central, making the understanding of user intent and context more important than ever.
AI models like Google’s BERT (Bidirectional Encoder Representations from Transformers) and MUM (Multitask Unified Model) are designed to better interpret natural language, allowing search engines to rank pages based on a deeper understanding of user queries. This means keyword matching is becoming less important than creating content that comprehensively answers users’ questions and provides real value.
AI’s impact is further seen in featured snippets and knowledge panels, as these AI-driven elements become more prominent in the search results. In fact, BrightEdge’s 2024 Search Trends Report shows that nearly 40% of search queries now trigger some form of a featured snippet, an increase from 28% in 2020. This means that optimizing content for snippets, position zero, and structured data will be critical.
The Rise of Mobile-First and Voice Search
The growth of mobile-first indexing and voice search will continue to shape SEO strategies in 2025. Google’s mobile-first indexing is now the default for all websites, and mobile-friendliness has become an even more critical ranking factor. According to Ahrefs’ 2024 SEO Industry Report mobile traffic now accounts for nearly 60% of total web traffic worldwide, and this trend is expected to rise.
Voice search is also driving changes in how people search. With voice assistants like Siri, Alexa, and Google Assistant becoming increasingly integrated into daily life, voice search queries tend to be longer and more conversational in nature. As a result, marketers should focus on optimizing for conversational keywords and long-tail phrases to capture voice search traffic. Structured data and schema markup will also become increasingly important for helping voice assistants retrieve relevant content from websites.
Core Web Vitals: Page Experience and User Signals
In 2025, Core Web Vitals (CWV) will continue to be a critical ranking factor for SEO. Introduced by Google in 2021, Core Web Vitals are a set of metrics that measure the user experience of a webpage, including loading speed, interactivity, and visual stability. Improving CWV is no longer optional, it’s a must for maintaining or improving your search rankings, as highlighted in Moz’s 2024 SEO Industry Report.
Google has made it clear that CWV will remain one of the most important ranking factors, with sites providing an exceptional user experience ranking higher in the search results. The three main Core Web Vitals metrics include Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). Websites that improve these metrics will benefit from better rankings and increased user satisfaction.
E-A-T and Content Quality: Building Trust and Authority
Google’s focus on E-A-T (Expertise, Authoritativeness, Trustworthiness) continues to grow in importance, especially in sectors like health, finance, and legal. Google’s algorithm now places even greater emphasis on E-A-T signals, such as high-quality backlinks, well-researched content, and author credentials.
Building trustworthy content is no longer just a best practice — it’s a necessity. Brands must ensure that they are providing accurate, well-researched, and authoritative content, particularly in sensitive areas where misinformation can have serious consequences.
In fact, the 2024 BrightEdge Search Trends Report highlights that 62% of Google’s ranking algorithm is based on content relevance and E-A-T signals, making it a cornerstone of any modern SEO strategy.
Video and Visual Content Optimisation
With YouTube being the second largest search engine in the world, video content has a growing role in SEO. According to Ahrefs’ SEO Industry Report 2024 video is one of the most consumed types of content, and optimizing videos for SEO is more important than ever. Keywords in video titles, descriptions, and tags, as well as the use of closed captions, transcripts, and schema markup, all play an essential role in making video content discoverable in search results.
Additionally, image optimisation and the increasing popularity of visual search technologies (e.g., Pinterest’s visual search and Google Lens) underscore the need for marketers to prioritize optimising images, infographics, and other visual content for search.
Local SEO and Search Intent
With location-based searches continuing to rise, local SEO strategies are more important than ever in 2025. Moz’s Local Search Ranking Factors report highlights that factors like local backlinks, Google My Business optimization, and reviews now have a stronger influence on local rankings.
Moreover, search intent has become one of the most important factors in ranking. Google’s algorithm now places greater emphasis on understanding the search intent behind a query. Whether a user is looking for information, making a purchase, or searching for a nearby service, aligning content with search intent is key to securing high rankings.
SEO Strategy for 2025: Key Takeaways
As we head into 2025, SEO professionals must adapt to a rapidly evolving landscape. The key trends to focus on include:
- AI and machine learning: Optimise for AI-driven search algorithms and the growing importance of natural language processing (NLP).
- Mobile-first: Prioritise mobile-friendliness and optimize content for voice search and mobile-first indexing.
- Core Web Vitals: Ensure that your website offers a seamless user experience with fast load times and smooth interactions.
- Content quality: Focus on E-A-T signals and create authoritative, well-researched content.
- Video and visual search: Leverage video content and optimize visual media for SEO.
- Local SEO: Optimize for location-based searches and align content with search intent.
By aligning your SEO strategies with these key trends, you’ll be well-positioned to drive traffic, enhance visibility, and achieve success in 2025 and beyond.
For expert guidance on adapting your SEO strategy to the latest trends, contact our team.
