The SEOFOMO Community Top SEO Predictions & Tips for 2025 [from +100 Survey Answers]
Survey
What better way to prepare for the new year than learning from +100 SEOs! Get ready with the top 2025 SEO predictions and tips based on the SEOFOMO community +100 SEOs survey answers:
1. Top SEO Predictions
2. Top SEO Tips
3. All the Survey Answers
I go through them in this in-depth Crawling Mondays SEO conversation with experienced SEO specialists: Mordy Oberstein, Cindy Krum, Lily Ray, Nitin Manchanda, Miracle Inameti-Archibong, Nick LeRoy, Garrett Sussman.
1. Top SEO Predictions for 2025
The 2025 SEO landscape will be shaped by advanced AI, heightened focus on user trust and expertise, integrated marketing efforts, and the ongoing diversification of search channels beyond Google’s traditional SERPs. Here’s a summary of the predictions:
1.1. AI-Driven and Generative Search
* AI-powered overviews and answer engines (such as Google’s AI Overviews and ChatGPT-like tools) will become more prevalent, extending beyond just informational queries into transactional and commercial searches.
* Search engines will rely increasingly on AI and machine learning to better understand user intent, personalize results, and keep users engaged on their platforms (leading to more zero-click searches).
Garrett Sussman, Director of Marketing at iPullRank, says:
“1. AI-Organized search results will become more prevalent. As Google fully embraces AI up and down the SERPs, we’ll see more carousels and distinct topic sections segmented by subtopic. At first it will appear more pervasively for eCommerce and Local (which is already happening), but in 2025 it will exist for informational searches.
2. The US DOJ’s Google Antitrust trial will be abandoned with the new presidential regime.
3. ChatGPT will grow in marketshare. Not as a direct challenger to Google, but as a supplemental alternative starting point of the search journey. Bing will reap the benefits behind the scenes.”
1.2. Zero-Click and On-SERP Experiences
* Google and other search engines will continue introducing SERP features that reduce the need for users to click through to external websites.
* Featured snippets, AI summaries, image-based results, product carousels, and other SERP elements will become more common, diminishing traditional organic click-through rates.
Mark Williams-Cook, Founder at AlsoAsked, says:
“Google will continue to aggressively deploy AI with the goal of increasing profits by keeping users on their SERP, rather than sending them to websites, especially for “solved” knowledge spaces and short, factual answers they can ground.”
1.3. Brand Authority and Topical Relevance
* Strong, recognizable brands that maintain topical focus and authority in their niche will have a competitive edge.
* Mere keyword alignment will give way to entity-based strategies where authority, trust, and authenticity become prime ranking signals.
Dani Leitner, SEO Consultant, says:
“This year, Google has been taking strong action against spam and parasite content, including many manual penalties. But this isn’t something they can keep doing at a large scale. Google will need better ways to check if content is truly useful and relevant.
Because of this, having a strong brand in a specific topic will matter more than ever. It’s not enough to just be a well-known brand—you need to be known for something specific. For example, Coca-Cola is famous for drinks. But if they started an affiliate project on their website about project management software, it would fail because they’re not seen as experts in that area.
In the future, success in SEO will depend more and more on building a brand. But a brand that is the trusted expert in a topic, not on everything. Staying focused on what you do best and growing your authority in that area will be the key to winning in 2025.”
1.4. Shifts in Content Strategy and Quality Standards
* Mass-produced, low-quality AI-generated content is expected to face penalties as search engines improve their ability to detect and demote it.
* Emphasis on Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) will grow, rewarding content backed by real expertise, verified sources, and human insights.
* Comprehensive, well-researched, and user-focused content that addresses queries holistically will be more important than ever.
Eduard Blacquière, cofounder SEO Pro Academy, says:
“I expect that in 2025 we will see even more that real helpful content will be rewarded by Google and other search engines (and that many traditional SEO tactics will work a lot less well).
They have (finally) gotten a lot better at that in recent years (than about 2 decades before). The partly unjustified damage that the helpful content update has caused shows that Google has not yet cracked the proverbial nut, but I expect that this will improve in 2025.”
1.5. Diversification Beyond Google
* Users will increasingly seek answers on platforms like TikTok, YouTube, Reddit, and AI-driven tools (e.g., ChatGPT), forcing SEOs to optimize across multiple search ecosystems.
* Visual and voice search, along with local and hyper-local optimization, will become more integral to strategies as user habits evolve.
Ana de la Cruz, SEO Manager, Spark Foundry, says:
“The landscape of search is evolving beyond Google, with search intent playing a significant role in determining the type of content that resonates with users.
For instance, platforms like YouTube are increasingly relevant for organic search strategy opportunities. I envision SEO in 2025 becoming more involved in testing these social platforms as part of advanced content strategies.”
1.6. User Experience (UX), Accessibility, and Sustainability
* Websites with strong UX, mobile optimization, fast load times, and accessible design will have an advantage.
* Search engines may factor in values like sustainability or user trust signals when ranking results.
Sara Fernández Carmona, International SEO Consultant, says:
“In 2025, accessibility will become a central pillar of SEO, not just because of legal requirements like the European Accessibility Act (EAA) but because it’s fundamentally a human right. We keep saying “focus on the user” like it’s a mantra, and there’s growing advocacy for User Experience (UX) and SXO (Search Experience Optimization), but accessibility is often the missing piece.
While accessibility isn’t currently a direct ranking factor, it plays a significant role in improving user experience, which can indirectly influence rankings. Accessible websites tend to be easier to navigate for both users and search engine bots, enhancing crawlability and indexation.
Positive user signals, like increased engagement and satisfaction, can further impact rankings. As search engines continue to prioritize user-centric metrics, accessibility will become a strategic advantage for businesses that embrace it.”
1.7. Technical and Structural Improvements
* Proper site architecture, schema markup, and technical SEO fundamentals remain important as AI-driven search becomes more sophisticated.
* Managed hosting, better image optimization, and attention to Core Web Vitals will gain importance due to increasing performance expectations.
Amanda King, SEO Consultant, FLOQ, says:
“My top prediction for 2025 is that more SMB’s will have trouble getting indexed in Google, and there will be more publicity about this. This is because right now so many enterprise companies are sinking money into creating content at scale with the help of LLM’s — but because they are enterprise, Google will still crawl many of those irrelevant pages, if nothing else, to validate they’re terrible.
SMB’s rare staring to follow in the footsteps of enterprise, and are creating content at scale with LLM’s, often because they don’t have the time to write the content themselves, and because they’re smaller and don’t have the brand or entity recognition bigger brands do, and because search results are a zero-sum game, someone has to lose, if larger companies are getting crawled *more*. And it’ll be the SMB’s. ”
1.8. Collaboration and Integrated Strategies
* SEO teams will need to collaborate closely with content creators, UX designers, social media teams, PR professionals, and brand marketing departments.
* Achieving prominence in 2025 will be about holistic brand presence, building trust across multiple channels, and reinforcing authority signals throughout the web.
Himani Kankaria, Content SEO Architect & Founder, Missive Digital, says:
“SEO in 2025 will be entirely all about collaboration, more than ever before. The SEO teams need to collaborate with the social media team on how to place the queries in their content to ensure they get visibility and traffic via search engines.
The collaboration must also happen between the content team, SEO teams, thought leaders, and customers to create super original pieces of content containing original data, research, experiences, and expertise because of the “OriginalContentScore” thing found in the leaked Google API document and also to maintain E-E-A-T aspects.
Such content creation would become massively expensive for the companies, so collaboration may also occur between content creators and brands/companies so that the creation stake remains with both, and content repurposing can be done individually.”
2. Top SEO Tips for 2025
Winning SEO in 2025 means looking beyond pure keyword tactics. It’s about cultivating a trusted brand presence, producing genuinely helpful content, optimizing the entire user journey, and staying agile as search evolves across multiple platforms and formats. Let’s go through the main tips topics, highlighting a relevant tip for each:
2.1. Integration with Branding and Marketing
SEOs can no longer work in isolation. They need to collaborate with brand, product, PR, and social media teams to build strong brand authority and credibility. Establishing brand recognition and topical expertise across various platforms will help content appear in AI-driven overviews and other next-gen search features.
Daniel K Cheung, Writer, Journal of an Enterprise SEO, says:
“It may sound counterintuitive, but business success will come from diverging away from traditional lexical optimization—and perhaps content even. Before you get the pitchforks out, let me explain. Content for SEO has been slowly phased out.
Reflecting on what I’ve done in the past, should I really be the one researching and writing on topics that I have zero real world experience in? I’ve written for psychology businesses where I don’t have the subject matter expertise.
Sure, I can meet the sea of sameness with my writing but am I truly adding value to both a search engine and to a fellow human being who is wanting to exit from a codependent relationship? Be honest: the answer is always no. And with AI Overviews, big tech has already repurposed your content anyway and “re-ranked” your page somewhere no one will find it. Just because we enjoyed years of success through long-form content does not mean it will continue and the writing is on the wall.
What should you do instead? I suggest introducing quarter-on-quarter brand search volume to replace your existing SEO milestones. In doing so, your tactical recommendations such as internal linking can ladder up into more engaged visits and pages per session that will help you articulate the value of “SEO”.
Long-form content will have a place—but not in discovery. Google is not going to give it to you unless you’re the entity it has chosen for a particular vertical. No, the way forward is to create your own discovery pipeline through owned, paid and organic channels. If you’re client-side, you have to find synergies and aligned goals with other marketing disciplines.
If you’re agency-side, SEO in isolation is a recipe to be dismissed. And if you run a website that relies on display ad revenue, may I suggest entity optimization?
Next, establish, fortify, and defend your entity. Bigger organizations have knowledge bases such as Wikipidia to lever whereas smaller operators and individuals must attack it from 4 consecutive fronts:
(i) onsite schema markup that clearly validates who you are as an organization,
(ii) thought leadership guest posts,
(iii) leveraging the author page from your guest posts to fortify your entity and,
(iv) backlinks from authoritative sources in your vertical.”
2.2. High-Quality, Original, and Trustworthy Content
Simply producing large volumes of generic text will not suffice. Instead, focus on content that provides unique value, reliable sourcing, and real insights. Demonstrating E-E-A-T (Experience, Expertise, Authority, Trust) is critical, as AI and traditional search engines alike reward content that showcases human expertise and meaningful depth.
Melissa Popp, Content Strategy Director, RicketyRoo, says:
“To win at SEO in 2025, continue to:
1. Focus on creating high-quality, user-centric content that deeply answers queries and aligns with evolving search intent, ensuring it’s optimized for organic rankings and AI-generated overviews.
2. Structure your content with clear headings, concise answers, and authoritative data to increase its chances of being featured in AI summaries.
3. Stay agile by analyzing performance data and adapting quickly to shifts in search behavior, maintaining relevance as user needs change.
Prioritizing depth, clarity, and adaptability will position your brand to thrive with how quickly AI Overviews and search results are changing on an almost daily basis.”
2.3. Intent-Focused, Topic-Clustering Strategies
Move beyond single keywords to address entire topics and user journeys. Group related content into hubs or clusters that guide users from initial questions to deeper exploration, ensuring each piece has a clear purpose and satisfies searcher intent. This approach helps with both AI summaries and traditional SERP placements.
Victor André Enselmann, Founder, Modeva, says:
“By 2025, the key to winning SEO will be building content ecosystems instead of standalone pages. The days of ranking one page for a competitive keyword are over. Google’s getting smarter, and it rewards sites that act as an authoritative hub on a topic.
That means you need clusters of interconnected content – think one killer pillar page supported by 5-10 in-depth subtopics, all linked strategically. Here’s why it works: Google isn’t just ranking pages anymore; it’s ranking the experience of your site.
If a user lands on your pillar page, finds links to related questions they care about, and spends time exploring, Google sees that as a win. Build ecosystems that answer everything a user might ask about your topic, and you won’t just rank – you’ll own the space.”
2.4. Technical Excellence and User Experience
Strong technical fundamentals—fast site speed, mobile optimization, clean code, semantic markup, and accessibility—remain essential. A frictionless user experience keeps visitors engaged and signals to search engines that your site is a reliable and helpful resource.
Kavi Kardos, Director, Organic Growth at KlientBoost, says
“Don’t get so distracted by shiny new objects that you forget the basics. Even as the AI-powered web grows and changes, you can’t lose sight of the SEO north star: creating and distributing useful content backed by an efficient, user-friendly website.
It’s time to take advantage of your competitors’ missteps. While they’re churning out low-quality blog posts, obsessing over AI Overviews placements, and neglecting the technical essentials, you can focus on future-proofing.
Shore up your technical foundations and double down on content that people actually want to read. If and when the genAI bubble bursts, websites built and maintained with human users in mind will still lead the pack.”
2.5. Diversification Beyond Google
Users are finding answers on TikTok, YouTube, Reddit, niche forums, and AI-driven search tools (e.g., ChatGPT, SearchGPT). Optimize content for multiple discovery channels, format content for voice and visual search, and be present where your audience spends time. A multi-channel approach reduces reliance on Google alone.
Toni Navarro, SEO consultant & co-founder at Rock & Click, says:
“1- Build your brand authority with Brand SEO
2- Don’t rely only in one channel, instead you should diversify with a holistic approach to SEO, considering: Youtube SEO, AI SEO, Tik Tok SEO, etc
3- Build links within your niche (quality over quantity)
4- Stay up to date with all new Google features & optimise for the ones relevant to your business( AI overviews, organic product grids, featured snippets, etc) ”
2.6. Data-Driven Outreach and Off-Page Signals
Digital PR, mentions on authoritative platforms, and meaningful backlinks still matter. They help build entity authority, making your brand more likely to appear in AI-generated results. Ensure your brand is cited in reputable sources and user-generated content channels, such as forums and social media discussions.
Vince Nero, Director of Content Marketing, BuzzStream, says:
“Data-led digital PR is my best tip for 2025. It provides the “information gain” that search engines, AI LLM, and journalists/researchers all seem to need to cut through the noise.”
2.7. Focus on Conversion and Engagement Metrics
Ranking and traffic are not the end goals. Optimize for user engagement, conversions, and brand recognition. High-value, user-friendly content and a well-structured site not only attract visitors but also encourage them to explore more, increasing brand searches, long-term authority, and ultimately, sales.
Giulia Panozzo, Neuroscientist turned marketer
“In general, my tip is to look beyond the SERP: start paying attention to user behaviour, not just search rankings, to shape your strategy and ensure it aligns with user needs. In 2025, we really have no excuse not to make SEO truly user-first, grounded in a shared understanding of user intent, behaviour and needs across teams, and this is how you can achieve that:
1. Dive deeper into the metrics Dive deeper into your analytics to uncover what’s really going on after you rank and you get a click to your pages. Look at signs like a drop in engaged sessions, shorter engagement times, or an increase in internal searches (which might flag site navigation issues). Use heatmaps, scroll maps, and session recordings (for example with Microsoft Clarity, easy and free to use) to spot where users lose interest or encounter friction. These tools can reveal critical points in the journey that need attention.
2. Leverage advanced behavioural Insights If you have access to specialised resources, consider tools like eye-tracking or neuroforecasting to predict how your audience interacts with content. These insights can inform about areas that don’t get attention, and help you refine your design and messaging to keep users engaged and guide them seamlessly toward conversions.
3. Collaborate for a seamless user journey Work with UX, CX, and Product teams to identify demand and create a smooth path from search to transaction. Studies (e.g. those done by Baymard on check-out abandonment reasons) show many of these journeys to transaction end at the very last stage due to issues like broken pages, lack of information at the right stage or missing trust signals, which are easily fixable from both an SEO and UX standpoint. Use feedback from customer service logs, reviews, and online forums to anticipate user concerns before they even reach your site. Remember that a user-friendly experience not only boosts conversions, but also encourages loyalty.”
2.8. Leverage AI Tools Responsibly
Use AI to assist with content research, topic clustering, and data analysis—but maintain a human touch in content creation. Original insights, expert commentary, and unique experiences will set you apart from competitors relying solely on automated content.
Hawrry Bhattarai, Founder, Live Breathe SEO, says:
“1. Invest Heavily in Brand Authority – Build content that communicates brand expertise and trust through blogs, forums, social media, and backlinks. – Prioritize multi-channel traffic sources to diversify authority signals.
2. Adopt Advanced Schema Markup – Use rich, AI-friendly schema to help search engines parse content effectively. – Implement structured data for FAQs, product details, and reviews to increase SERP visibility.
3. Create Engaging, Original Content – Invest in UX/UI enhancements, including custom visuals, videos, and interactive tools. – Ensure all content is engaging and focuses on user intent to improve metrics like dwell time and click-through rates.
4. Optimize for Multiple Search Platforms – Explore and optimize for alternative search engines or AI based engines like Kagi, Prorata, niche-specific platforms that may rise post-Google dominance. – Stay informed about the new ranking factors of these platforms to gain early traction.
5. Leverage AI Responsibly – Use AI tools to support content creation but avoid over-reliance on generic outputs. Focus on creating human-like, unique material to stand out.
6. Prepare for Core Algorithm Updates – Track and adapt to AI-powered updates in real time. Ensure strategies align with the latest user engagement metrics like clicks and impressions. – Be consistent—SEO efforts often show results after 1–2 algorithm cycles. – prepare for AEO”
3. All The Survey Answers
Want to learn more? Read all the SEOFOMO SEO Predictions and Tips answers from +100 SEOs survey:
| 1. What are your top SEO predictions for 2025? | 2. What are your top SEO Tips to win SEO in 2025? | Name, Position and Company |
|---|---|---|
| - AI overviews will be rolled out extensively even on transactional & Commerical Intents as currently AIO's are largely visible on Informational Intent. - Google will be rolling our Google Business Profile Sitelinks heavily on Hyperlocal Brands with stores near by - This will be a break through advantage for businesses with store presence. - Zero click searches will increase drastically as compared to 2024 | - SEO's can't win the Ranking game being in SILOs anymore, they need to integrate themselves with the Product & Brand Marketing to stand out and carry sustainable growth. - To Increase real estate in AI overviews citations Focus on Brand Authority and Improve the presence of brand + Topic on other popular websites and Listicles as LLMs will pick top recommendations from existing Ranking and authoritative pages. ( We have already executed this strategy and seen a 15% hike in traffic after AIO rollout because of Linked Citations in AIO) | Devendra Saini, Director SEO at Mobile Premier League |
| AI content creation is going to continue to climb and the websites that are publishing it are going to fall pretty drastically. Similar to when article spinners and PHP sites climbed and dominated, then all got wiped as search engines were able to detect it. This will lead to more agencies and third parties being brought in for audits and a need to revisit concepts like: - Information gain - Quality content with sourcing - Having a human element that can share specifics a machine cannot pick up on AI content creation will continue to boom, but we will see more and more sites getting penalized and needing audits as we've seen the last couple times creating content in mass was a "new thing." | 1. Publish less often and only when the topic is supplemental to a core theme, topic, or product and service you offer. 2. Make sure each piece of content you publish has something of value the user will gain from, generic phrases won't cut it as that is a signature of LLMs. 3. Sourcing matters, linking to a homepage or definition is not a source. Linking to the peer reviewed study or something written by an expert in their field (the site does not have to be authoritative) will help to set you apart as LLMs only source to the big sites and not always to relevant information that backs up a claim. | Adam Riemer, President, Adam Riemer Marketing, LLC. |
| Large corporations will get a rude shock if they rely only on traditional SEO for revenue growth, no matter how well executed. | Large (and small) businesses need to include all platforms in their planning, particularly AI. | Ash Nallawalla, Owner, CRM911 Digital |
| Real businesses with branded search will win. Social signals will impact SEO more and more. The days of content farms, niche websites, and affiliate blogs with boilerplate content are gone. | Care about the user journey and information architecture. Think like your customers, cluster your content into topics rather than keywords, and help visitors take the next step by educating them. Take technical SEO into consideration and improve your brand visibility on social channels, especially on Reddit. | Shaikat Ray, Technical SEO at Self Canonical |
| Google will continue to aggressively deploy AI with the goal of increasing profits by keeping users on their SERP, rather than sending them to websites, especially for "solved" knowledge spaces and short, factual answers they can ground. | Video-first for content creation and leaning into LLMs like ChatGPT to make written content from original transcripts. Focus on growth areas where Google is still sending web traffic such as Google Discover, which has also just implemented Google Lens natively for image search. These are much harder media types for Google to swap out with GenAI. | Mark Williams-Cook, Founder at AlsoAsked |
| On-page factors for e-commerce websites will decrease in importance as Google starts using AI-organised SERPs and curating its own collections of products and overs for the user. | Focus more on off-page SEO, getting other websites to talk about your brand to get a bigger footprint within AI systems. The 'gold standard' is to convince customers not that they need the product, but they specifically need your brand. | John Skinner, Co-Director Top Dog Harnesses |
| Comprehensive content that fully answers the searchers query will get prominence specially in niche sectors Google give priority to sites that have very little or no Ads Websites or parts of websites created just to promote anything under the sun (paid promotion) will be penalised further | Create Comprehensive content that is 100% relevant to the searcher Have a sort of a content Hub with closely related content supporting the main pillar content piece Get your content to be visible to a wide audience so that you get links | Joseph de Souza , Freelance |
| In 2025, SEO will evolve well beyond Google, especially when it comes to informational content. SearchGPT is already doing an exceptional job with informational queries, challenging Google in many cases. As a result, we’ll likely see SEO professionals focusing more on optimizing for SearchGPT, with DuckDuckGo following closely behind. At the same time, Google will continue to disrupt ecommerce SEO, especially with the recent changes they've made to their algorithms. However, Local SEO will get more attention, with a particular focus on human-generated content. From what I've observed recently, many Google My Business (GMB) listings are getting suspended due to a high volume of AI automation—especially in business descriptions and posts. This seems to be a clear signal that Google is prioritizing human effort over AI in local search. | To level up your SEO strategy, don’t just focus on Google—expand your efforts to include platforms like SearchGPT, Google AIO, and Perplexity if you want to drive traffic for informational queries. Another key tip: invest more in Voice SEO. With platforms like YouTube and TikTok now taking up more space in Google search results, optimizing for voice search will give you a real advantage. | Kashif Riaz, Head of SEO & Growth at Wefex Canada |
| Search engine modeling will become the de facto way to assess and improve sites, even as Google releases their algorithm (which is more ML than human code) Local search and local brands with be way more important, as ‘commuter intent’ gains a foothold based on a growth in search availability in autonomous vehicles. Finally… I’m sure everyone is predicting AI to be a major influence battling Google’s dominance. I see more opportunity for Google to grow with the better LLM, predictive / chained search, and better results and monetization opportunities. Why local search and local branding will be much more important. | Build your brand through traditional methods, digital PR, online method so your brand it searched. Focus on language fundamentals, to ensure meaning is conveyed in your content via triples and entity research and inclusion. Think of each query from its audience(s) and intent(s) - yeah… you should be doing that now, but are you? | Grant Simmons, Simmonet Marketing, Experienced SEO |
| My top 3 SEO predictions for 2025 are: 1. Evolving Content Formats: Short-form videos (e.g., YouTube Shorts) and long-form content will dominate. Platforms like Pinterest, Reddit, and YouTube will play a bigger role in content discovery, increasing the need for consideration-stage content. 2. Content UX as a Core Focus: Delivering content with strong user experience (UX) will become vital. Demand for UX designers will rise, while skilled copywriters and storytellers will be essential to create engaging, well-structured content. 3. The Rise of CRO: With Google SERPs increasingly favouring zero-click results and limited search demand, optimising on-site engagement will be crucial. Businesses must focus on converting the traffic they do capture. | Here are three concise tips: 1. Create diverse content formats like short videos and visuals to engage users across platforms. 2. Collaborate with UX designers and storytellers to enhance content flow and engagement. 3. Focus on CRO to maximise the value of your captured traffic and boost conversions. | Parth Suba, Chief SEO Consultant at SEO is Marathon |
| People will continue to have rubbish, slow, inaccessible, flawed websites. They'll overreach with JavaScript whilst messing up and not understanding the fundamentals of HTML, servers, and website architecture. They'll struggle to get their robots.txt files right. They'll load 6mb images on the homepage. They'll wonder why their crawling and indexing plummets. | Fix your website. Get the basics right. Critically assess every URL you have, and determine if it should be crawlable or indexable. Assess whether it's inherently good, fast, accessibility, optimal. Actually make actual changes to your actual website, perhaps. Find broken things and fix them. Find suboptimal things and optimize them. Actually do some SEO that's not just digital PR, fudging internal linking, or generating derivative, inherently unhelpful content at scale. | Jono Alderson |
| "Programmatic SEO" will explode as the newest spam superstar. In reality it's just new words to describe garbage content. Some will find success, some will get caught. Most will fail to gain enough traction to make a living from the "value" it brings to legitimate sites. Instead, it will more often than not, cause legitimate sites to become weaker from the weight of the garbage. AEO, AIO services, and all the newest acronyms will gain some traction, but will mostly be more garbage. To be fair, a few truly knowledgeable industry leaders will come out with strong insight into all the hocus-pocus, for those who want to actually get real value exploring these "bleeding edge" concepts. Meanwhile, OpenAI will do all they can, using their market power, to trick consumers to sign up to use SearchGPT as their default search engine. Some will find it worth doing. Most will be left disillusioned. | Regardless of whether you want to be found in AI output or not as part of your marketing strategy, you still need to understand the fundamentals are no less important. In fact, the fundamentals are more important than ever. Clean (error-free as much as possible), relatively fast, technical processes; frictionless, intuitive User Experience; Logical, IR driven hierarchy and content organization; answering all the important questions within that framework; matching natural language searcher intent; etc. etc. etc. | Alan Bleiweiss, SEO Audit Professional, Alan Bleiweiss Consulting |
| True multimodal aka MUM will become a reality in Google Search, because the tests will be rolled out to everybody. This will definitely change the way we must build our strategies. As a corollary, personalization of SERPs will increase. Search data analysis will require stronger capabilities by SEOs… and the “keyword-based” SEO, which is agonizing for a few years now, will finally end in Google graveyard. Note: that would be the same for Bing and it will increasingly be so in LLMs/RAG based enviroments. | Stop thinking is “one query, one click”. That’s not the mindset to have for earning a true meaningful organic visibility. Stop thinking in single SERP visibility and start planning for Search Session visibility, which implies targeting more SERPs at the same time. | Gianluca Fiorelli, Senior strategic SEO consultant |
| Good Ecommerce SEO will become more sought after with the rise of Google Organic Shopping | Test, test, & test Get the fundamentals right Automate where you can Get the right people and departments involved early | Destiny Flaherty, SEO Manager, Princess Polly |
| - More tools built on top of the GSC search API. - OpenAI will eat away at Googles share of the market via conversational search queries. - Google will pump a concerted effort in their AI Overviews, and fail. | We're currently in a flux, links never die, neither do citations (the right ones). Keep on with your niche edits, but name sure they're BOT before your first published date, don't give them a pattern. Recently argued around adoption, or lack of use, Schema still plays a huge role. Just because engines seem "disinterested", is not a signal to give up. It still doesn't have nass adoption, but it will play a huge role over the coming years. | Dean Cruddace |
| SEO in 2025 will be entirely all about collaboration, more than ever before. The SEO teams need to collaborate with the social media team on how to place the queries in their content to ensure they get visibility and traffic via search engines. The collaboration must also happen between the content team, SEO teams, thought leaders, and customers to create super original pieces of content containing original data, research, experiences, and expertise because of the "OriginalContentScore" thing found in the leaked Google API document and also to maintain E-E-A-T aspects. Such content creation would become massively expensive for the companies, so collaboration may also occur between content creators and brands/companies so that the creation stake remains with both, and content repurposing can be done individually. | 1. Research and analyze any SEO project beyond competitors and market leaders. 2. Spend time with your Ideal Customer Profiles (ICPs) to study how they actually research products, services, or brands. 3. Be friends with content creators and journalists/news editors to earn some media mentions and brand visibility within the budget. 4. Work more on your creativity since that will make the most of your strategies. 5. Participate more in meetups and conferences since that will not only enhance your knowledge but also make friends who can help you solve your most complex SEO challenges. | Himani Kankaria, Content SEO Architect & Founder, Missive Digital |
| Enterprises and digital brands may divest away from SEO investment. Or rather, they not increase their spend based on FY24's decline in organic search traffic. So expect justification for why they should retain your services or if you're in-house, polish your personal brand. So that was the 'what'. This is the 'why'. The correlative data from onpage optimization will continue to decline—disappear even. For over 2 decades, we've seen title tags, headings, semantic html tags, and the content influence the SERPs. Google gave us featured snippets, rich results, and re-ranking based on tactical changes to one or more pages. My prediction is that the first page of the SERPs will shift less because machine learning systems prioritize sites and brands it has learned to be user preferences. Where we've been rewarded with awareness-level traffic in the past, we must forge new distribution pipeline through owned, paid, and organic channels. | It may sound counterintuitive, but business success will come from diverging away from traditional lexical optimization—and perhaps content even. Before you get the pitchforks out, let me explain. Content for SEO has been slowly phased out. Reflecting on what I've done in the past, should I really be the one researching and writing on topics that I have zero real world experience in? I've written for psychology businesses where I don't have the subject matter expertise. Sure, I can meet the sea of sameness with my writing but am I truly adding value to both a search engine and to a fellow human being who is wanting to exit from a codependent relationship? Be honest: the answer is always no. And with AI Overviews, big tech has already repurposed your content anyway and "re-ranked" your page somewhere no one will find it. Just because we enjoyed years of success through long-form content does not mean it will continue and the writing is on the wall. What should you do instead? I suggest introducing quarter-on-quarter brand search volume to replace your existing SEO milestones. In doing so, your tactical recommendations such as internal linking can ladder up into more engaged visits and pages per session that will help you articulate the value of "SEO". Long-form content will have a place—but not in discovery. Google is not going to give it to you unless you're the entity it has chosen for a particular vertical. No, the way forward is to create your own discovery pipeline through owned, paid and organic channels. If you're client-side, you have to find synergies and aligned goals with other marketing disciplines. If you're agency-side, SEO in isolation is a recipe to be dismissed. And if you run a website that relies on display ad revenue, may I suggest entity optimization? Next, establish, fortify, and defend your entity. Bigger organizations have knowledge bases such as Wikipidia to lever whereas smaller operators and individuals must attack it from 4 consecutive fronts: (i) onsite schema markup that clearly validates who you are as an organization, (ii) thought leadership guest posts, (iii) leveraging the author page from your guest posts to fortify your entity and, (iv) backlinks from authoritative sources in your vertical. | Daniel K Cheung, Writer, Journal of an Enterprise SEO |
| 1. AI Tools Are Changing Search Behavior (and Challenging Google) Forget keyword stuffing and boring text! AI tools like ChatGPT, Gemini, Perplexity etc. let users ask detailed questions in natural language and expect clear, human-like answers. Optimize your content for conversational search! Imagine your website having a conversation with the user. 2. Search Is Happening Everywhere – Not Just on Google Google is no longer the only game in town. TikTok is the go-to source for Gen Z for everything from recipes and travel tips to product recommendations. And with Google Lens, people are searching directly through their smartphone cameras. SEO in 2025 means: Be where your audience is searching! 3. Short-Form Video Will Dominate Short, engaging videos on TikTok and Instagram are king. Static blogs and long-form articles won't cut it anymore. Create authentic, creative videos that captivate your audience! 4. Trust Will Be the Most Important Ranking Factor In a world of AI-generated content, trust is more important than ever. Google's E-E-A-T guidelines (Experience, Expertise, Authority, Trust) are critical. Showcase your expertise, share your experiences, and build credibility! 5. Google Lens and Visual Search Will Explode People are using their cameras to find products, identify objects, and get recommendations. Optimize your images with clear descriptions, alt text, and product tags to be ready for visual search. SEO in 2025 is about meeting users where they are – whether they're typing, talking, or taking a picture. Experiment with new platforms, optimize for visual search, and embrace AI-driven queries. | To dominate SEO in 2025, SEO `s need to think beyond traditional search and embrace the convergence of AI, visual search, and diverse content formats. Master conversational search by anticipating user intent and optimizing for natural language, leveraging AI tools like ChatGPT to refine your strategy. Expand your reach beyond Google by creating engaging short-form videos for platforms like TikTok and YouTube, while ensuring your website is primed for visual search with optimized images and schema markup. Build unshakeable E-E-A-T by demonstrating expertise and authority through in-depth content and high-quality backlinks. Prioritize a mobile-first experience with lightning-fast page speed and seamless responsiveness. And work with other departments closely together like PPC, UX, Content, DEVs and really important Social media! The Future of SEO is a holistic view. | Veronika Höller Global SEO Lead Tresorit |
| - AI shapes search behavior AI tools like ChatGPT integrated into search engines will revolutionize how users interact with queries. Expect hyper-contextual results that understand not just the "what" but the "why" behind searches. Content that aligns with nuanced user intent will become non-negotiable for visibility. - Visual and interactive search expands Visual search (e.g., Google Lens) and AR-enhanced features will become mainstream. Searchers will rely on images and interactivity to discover products, places, and answers. The rise of these features will make visually optimized content critical. - Zero-click searches continue to dominate Google and other search engines will drive more users to stay on the results page with AI summaries, featured snippets, and SERP widgets. Organic click-through rates (CTR) may decline further as users get what they need without leaving the SERP. - E-E-A-T prioritizes reliability Search engines will place a greater emphasis on Experience, Expertise, Authority, and Trustworthiness (E-E-A-T), with added focus on verifying the reliability of content and its sources. As AI-generated content floods the internet, human-verified and well-sourced material will rank higher. - Micro-Localization in Local SEO Local search will evolve to deliver hyper-precise results for smaller geographies, such as neighborhoods or specific blocks. Queries like “best tacos near [intersection]” will become increasingly common. | - Master intent clustering Focus on grouping content by intent rather than keywords. Map out the user journey and create interconnected resources that address pre-query questions, the primary search, and follow-up needs. This approach will keep your content relevant even as AI improves intent matching. - Optimize for visual and AR Search Treat your images and videos as core SEO assets. Use descriptive file names, alt text, and structured data to make them searchable. Create AR-compatible visuals where possible, especially if you operate in e-commerce, real estate, or travel. - Adapt to zero-click search Don’t fight zero-click trends—leverage them. Target snippets, knowledge panels, and "People Also Ask" boxes with concise, high-value content. Use compelling hooks like “Learn more in our guide” to draw users deeper into your site. - Prioritize E-E-A-T and reliability Showcase credibility through transparent author bios, data-backed claims, and expert insights. Add schema markup to reinforce trust signals for search engines. Publish case studies, white papers, or expert-written blogs to solidify your authority. - Build communities for engagement Foster active engagement through forums, social media, and user-generated content. Community interaction sends trust signals to search engines and creates loyalty among your audience. The more people return to your ecosystem, the stronger your SEO foundation. Key takeaway: The SEO landscape in 2025 demands more than just ranking tactics—it’s about aligning with user needs, leveraging emerging technologies, and building trust through exceptional experiences. Keep evolving, and you’ll stay ahead of the curve. | Romano Groenewoud, Freelance SEO specialist, SEOgeek |
| There would be a further increase of Zero-Click Searches due to the fact that Google is actively changing the way SERPs look, from increasing the number of featured snippets to AI Overview results, Google is trying to keep users on the platform and serving them information it has crawled from the web. | To win in 2025, there’s a need to adapt to the rise of Zero-Click Searches by optimising for featured snippets and AI-driven results, ensuring content is structured clearly and effectively. Strengthening your or your client’s brand is equally essential to engage users directly through channels like social media, email, and alternative platforms, reducing dependency on SERPs and creating opportunities for new backlinks and Citation of NAP. SEOs should actively monitor data from reliable reporting platforms and remain agile in adapting their strategies. Lastly, success in 2025 requires diversifying traffic sources by optimising for Bing and emerging AI-powered search platforms to future-proof your or your client's strategy. | Yordan Dimitrov, SEO Manager |
| Creo que veremos cambios en las SERPs con la introducción de los AI Overviews, pero no será ni tan radicales como la gente cree ni tan inmediatos, afectarán de forma más clara a keywords informacionales. | Más que nunca el foco está en la marca, tanto marca personal como empresarial, cada vez el EEAT tomará más relevancia, el saber quién está detrás de los contenidos permitirá a Google filtrar mucho contenido IA. Y para ecommerces trabajar Google Shopping y Google Merchant será una prioridad más clara. | Javier Flores |
| 1. AI-Organized search results will become more prevalent. As Google fully embraces AI up and down the SERPs, we'll see more carousels and distinct topic sections segmented by subtopic. At first it will appear more pervasively for eCommerce and Local (which is already happening), but in 2025 it will exist for informational searches. 2. The US DOJ's Google Antitrust trial will be abandoned with the new presidential regime. 3. ChatGPT will grow in marketshare. Not as a direct challenger to Google, but as a supplemental alternative starting point of the search journey. Bing will reap the benefits behind the scenes. | Invest in audience research, brand building, and pay attention to the psychology of your market. Cognitive biases will continue to influence search behavior. As people start using longer tail search queries, brand preferences and contextual biases will drive more traffic to the sites that they already frequent. Without an emerging brand in other channels, it will be challenging to grow organic search driven traffic to your website. There will be opportunities to jump into AI Overviews despite less brand recognition. If you reverse engineer the expanded queries that are pulling adjacent content into the results, you can beat your competitors into these results and siphon off some of the brand visibility and search traffic. | Garrett Sussman, Director of Marketing at iPullRank |
| In 2025, Google will maintain its dominance in the search engine market, largely due to its monopoly as the default engine on mobile devices. However, there are signs of potential shifts in the landscape. As user preferences evolve, there could be an opportunity for answering engines to gain a foothold as their adoption increases. Additionally, traditional search engines might also see renewed interest from the substantial number of users who prefer a straightforward search experience, just entering keywords and receiving a list of websites, without the addition of verbose responses, videos, or forums. This initial opening could expand significantly over the next five years, potentially leading to the emergence of three main competitors by 2030. The identities of these challengers, however, are yet to be determined as a lot can happen in the span of 5 years, especially when AI is involved. | There have been several "eras" of SEO, each marked by shifts in strategy and focus. We've moved away from link building based purely on quantity, embracing quality over numbers. We've stopped obsessing over keyword densities and instead developed "keyword universes," realising that less is often more, and that not all content is worthy of ranking. Now, a new era approaches, one where guessing is replaced by informed strategies grounded in the wealth of technical documentation and insights from numerous studies. It's time to apply mathematical principles to SEO, moving from subjective assessments of content quality to objective measurements using embeddings. We need to rethink how we evaluate link quality, rather than relying on external metrics from random tools, we should utilise those within the search engine ecosystem, such as considering the potential interaction with the link, mentions, and actual user searches for your brand. More content doesn't always equate to better results, especially as search engines aim to cut costs by filtering out undeserving pages. Don’t use AI to create volumes, use it to refine unique ideas. To truly succeed, we must think like the search engines we aim to conquer. Embrace technical SEO not just to lay a solid foundation for websites, but to gain a deeper understanding of how different platforms operate, whether they are Google, Bing, and Baidu, or TikTok, YouTube, and Pinterest, or emerging entities like SearchGPT and Perplexity. | Roxana Stingu, Head of Search and SEO at Alamy |
| Effectiveness and usage of traditional link building tactics (guest posting, link insertions, blogger outreach, broken link building, resource page link building, etc) has wanted and will continue to wane in 2025. Tactics that focus on building real sites and with real brands, like digital PR, will become the most-used type of link building. | Data-led digital PR is my best tip for 2025. It provides the "information gain" that search engines, AI LLM, and journalists/researchers all seem to need to cut through the noise. | Vince Nero, Director of Content Marketing, BuzzStream |
| - There will be more niche Reddit-style forums, we're already seen this, but I'm predicting it would happen more. - Programmatic SEO is going to thrive - Organic Search traffic would still be the top traffic source but won't be the majority for most sites (Google being <50% of total search traffic), the majority would come from different search engines (ChatGPT, SearchGPT, Bing, Perplexity...) | - Get some UGC on your sites regardless of your niche, doesn't have to be a forum, what matters is users can contribute. - Create useful programmatic SEO - Put some focus on Being as it powers most the other search engines (AI & non-AI) - Competition will get much bigger, with AI tools allowing people to create some banger websites. And it won't be the pure SEO competition (highly optimized sites / backlinks ...), but just new hyper useful, hyper focused sites that are going to outcompete legacy sites | Ayoub T, CEO, Colorify Rocks |
| I think that websites will finally realize that just relying on SEO will not help anyone. Apart from this, I still think that websites will keep creating low-quality AI content. | - Use the questions from the sales team, customer support tickets, and other places to make content that helps the users - Diversify your web presence to more than SEO - Measure metrics that move the needle for success instead of measuring vanity metrics like traffic | Preeti Gupta, Founder and SEO, Packted |
| ChatGPT will partner with major browser to become default search engine | Quality over quantity 1st party content creation over “writer pools” | Marston Gould, Director Web Strategy and SEO |
| Optimizing for question-based search will be essential for your content and off-page strategies. With AI search engines and zero-click queries on the rise, it will be essential for your content to be concise while delivering accurate and holistic information, solutions and responses to the user's question or problem. If you have optimized your website for keywords and not for users before, it will show in your numbers declining in 2025 more than ever before. | Don't just rely on keyword research tools. Dig deeper, research what your target group is concerned with on forums, reddit and social media. If you identify their problems and questions, create content that solves just those. Additionally, readability will be key as the user's attention span in question-based search will narrow down even further. Website content that is structured visually and logically (e.g. by bullet points, sub-headings) will dominate the top search results in Google and AI search engines. | Lisa Kubatzki, Senior SEO Content Manager DACH at GetResponse |
| SEO is not static, and 2025 will be no exception. The direction Google's SERP is taking suggests a more competitive and multidimensional approach, forcing brands and content creators to adapt to this evolving landscape. On one hand, AI Overviews will continue redefining the search experience. Those who optimize content for these features will gain a competitive edge, especially when combined with the rise of user-generated content (UGC). The SEO of the future will not be purely technical or editorial but also collaborative. SEOs will leverage these trends, though they may bring second- and third-order negative effects that could oversaturate the ecosystem. Google will also keep enhancing serendipity within AI Overviews, enabling seamless transitions between related searches and intents. This will open new advertising opportunities with ads naturally integrated into the flow of information, further reinforcing Google's business model. On the other hand, Google will push forward with its strategy to compete directly with Amazon. This will shift the dynamics of the SERP and lead to SEOs working more closely with Ads/Merchant teams to make the most of these new features. | 1. Embrace shopping features in the SERP Google is doubling down on its e-commerce capabilities integrating new features.To stay ahead, work closely with your Ads and Merchant teams to optimize your product feeds, leverage structured data, and ensure your products stand out in these highly visible spaces. Treat the SERP as your new storefront, aligning your strategy to match Google’s e-commerce focus. 2. Leverage content refurbishing Year after year, one of the most profitable SEO strategies remains content refurbishing. Audit your existing content to identify high-potential pages that need updates, improved formatting, or optimization for newer search trends. Focus on aligning content with updated search intent, adding fresh data, and improving internal linking. This low-hanging fruit consistently drives quick results and sustains steady traffic growth. | Natzir, Technical & International SEO at natzir.com |
| In 2025, SEO will be transformed by AI Discovery, where ontologies and knowledge graphs enable large language models (LLMs) to deliver precise, context-aware responses. Search will move beyond traditional SERPs, with AI-driven platforms, voice assistants, and conversational interfaces dominating user interactions. Structured data will play a central role, powering techniques like Retrieval-Augmented Generation (RAG) to enhance AI outputs. Semantic enrichment will replace keyword-centric strategies, prioritizing content that aligns with user intent across multi-platform ecosystems. Additionally, tools like GS1 Digital Links will bridge digital and physical spaces, creating new opportunities for findability and engagement. | 1. Focus on AI Discovery Understanding Monosemanticity in LLMs and the Importance of Content Structure AI Discovery will reshape SEO by focusing on the concept of monosemanticity in large language models (LLMs) — the ability of these systems to interpret and respond to queries with precise and unambiguous meaning. LLMs rely heavily on clear, well-structured content to resolve ambiguity and align responses with user intent. 2. Optimize for Multi-Platform Presence Ensure your content is optimized for various platforms, including voice assistants, AI search engines, and digital assistants. Adapt content to fit conversational and contextual interactions. 3. Integrate AI-Powered Internal Search Implement AI-driven internal search capabilities on your website to improve content discovery and user experience. Use semantic enrichment to help users find information more efficiently. 4. Bridge Physical and Digital Use tools like GS1 Digital Links to connect physical products to rich digital data, enabling enhanced user engagement and better product discovery in both physical and online spaces. 5. Develop Data Marketing Strategies Invest in creating and distributing data in formats that AI platforms can easily consume, enabling personalized recommendations and more informed interactions with users. 6. Help LLMs understand the content on your website To align with the growing influence of large language models (LLMs) on search and discovery, it’s essential to optimize your content for this new algorithmic audience. LLMs rely on structured, machine-readable data to interpret and learn from your content effectively. Here’s how to ensure your website is ready: - Optimize for Algorithmic Understanding Tailor your content to be clear, concise, and semantically enriched, ensuring it aligns with the way LLMs process and retrieve information. Introduce an llms.txt File Similar to robots.txt, an llms.txt file can guide AI systems in understanding which sections of your website are designed for their training or retrieval processes. Use it to specify important datasets, structured content, or areas optimized for AI consumption. Invest in Structured Data Incorporate advanced structured data formats like JSON-LD, RDF, or schema.org to make your content more accessible for training LLMs. Structured data helps these systems contextualize and connect your content with broader knowledge graphs. Prioritize Semantic Enrichment Use ontologies and taxonomies to provide detailed definitions of entities and their relationships, helping LLMs disambiguate and accurately interpret your content. | Andrea Volpini - CEO & WordLift |
| An increase in brand and navigational search on Google with informational and research queries migrating to the AI Search services. | - Don't block AI bots from crawling your site - Worry about how AI search services consider your brand - Consider hallucinations from the AI services are "gaps" where the content they have isn't sufficient | Michael Buckbee, Founder, Knowatoa |
| In 2025, I believe SEO will be increasingly driven by AI and machine learning. Content optimisation will become more intuitive, with AI tools analysing search intent and user behavior to deliver highly relevant content. Voice and visual search will take center stage, making optimisation for conversational queries and images crucial. User experience (UX) will remain a key ranking factor, with Core Web Vitals and mobile-first design continuing to be essential for success. | As SEO continues to evolve, staying ahead of the curve is essential for success. You can do this by embracing AI-powered analytics, automating routine tasks, and focusing on context and intent over just keywords. Here are the top 3 SEO tips I recommend to help you win in the coming year: 1. Leverage AI for Content Optimisation: Use AI tools to analyse user behaviour and search intent, creating content that’s highly relevant and aligned with what users are looking for. 2. Optimise for Voice and Visual Search: With the rise of voice and visual search, optimise your content for conversational queries and images to stay competitive. 3. Focus on User Experience: Prioritise fast loading times, mobile-first design, and Core Web Vitals to enhance UX, which will remain crucial for rankings. | Dania Al Asadi Strategic Content & Operations Leader | Expertise in AI-Driven Solutions & SEO |
| 1. SEO will be far less about "overall visibility" and more about being at the right place and the right time for the right people with the right message. SEO and solid brand and marketing strategies are going to converge more and it's going to be about striking the right tone with the right message at the right time. Resonance will take a stronger focus in SEO. 2. AI Overviews will fundamentally change. I don't think this very straightforward format is a) very helpful to users b) innovative and c) what Google really has in mind and the ability to do. Some of the custom result layouts they announced when Gemini was released would be a really interesting way to take AIOs in the future. | 1. Sit with your (or your client's) comms team. You need to align now, more than ever, on the wider mission, messaging, and brand positioning. 2. To that point, think a lot about what resonates and not just what gets clicks. You have to think more about what happens after the click and the perception the page the user hits is creating. We're in a more autonomous marketing environment where users want to make their own decisions at their own pace. You have to figure they will see the page, leave, and decide to come back on their own. In that case, you need to think about the emotive impact and perception you're creating, not just the click. 3. Don't just chase AI. There are a ton of amazing ways to use AI and new innovation is almost constant. But there's going to be pushback, there already is. Don't just leap into creating with AI or using AI to do x, y,and z tasks because it's the latest and greatest. You're going to see pushback as the expectation and reality around AI come back down to earth. | Mordy Oberstein Founder of Unify and Head of SEO Brand at Wix |
| In 2025, Google will place even greater emphasis on brand relevance, rewarding websites that maintain a clear, focused relationship between their core keywords and content. Sites that stay aligned with their niche and offer content that directly supports their core topics will see improved rankings, while those that deviate from their brand's focus with irrelevant or disjointed content will continue to struggle in the SERPs. | Audit your content regularly to ensure that each page closely supports your brand’s core themes and keywords. Remove any content that feels disconnected or irrelevant to your site's main topics, and focus on building a cohesive, engaging user experience that reflects your brand's authority. | Monty Mathur, SEO Consultant |
| I'm seeing more and more examples of Google giving long-form content prominence again as it develops it AI Overview feature. This ties in with everything Google have been echoing around Helpful Content and concepts such as E-EAT. Satsifying user queries on a pure user friendly and "search intent" basis will still remain vital, though I would encourage brands to lean in into in-depth, fresh perspective and authoritative content where they can. Writers rejoice. | With all the talk of new AI-powered search engines and AI Overviews, don't be deterred to neglect the fundamentals. To enjoy the heigtened real estate and brand visibility that AI Overviews (for example) might offer, owners of large websites or enterprise businesss will need to be smart in their site structure and crawling and indexing management. Perhaps more than ever. For brands who are vying for AI Overviews that are generated by commercial/comparitive queries in their particular niche, make sure your site architecture, internal linking and overall crawl behaviour of key pages are given as much attention as your content efforts are in this new age of AI. | Owain Lloyd-Williams - Independent SEO Consultant |
| Things change fast online, but some things stay the same. My SEO prediction for 2025 is to expect the usual core updates, but no major shake-ups. And even though everyone's talking about AI, Google still runs almost all searches (89.3% of global market share!). They've built a trillion-dollar empire on the simple fact that people hate changing their habits. And I don't see that changing any time soon. | 1. Optimise your pages for Above-The-Fold signals such as USPs, trust signals and social proof 2. Conduct quick site audits every two weeks to catch issues early on 3. Help Google & other search engines understand your site's data better with relevant Structured Data Markup | Medha Dixit, Founder, Digital Chakra |
| AI will be underwhelming: Google's SGE will be available in other languages late in the year. AI overviews will not have the expected impact : less queries covered than previously thought, little drops in visibility. SearchGPT will not get a significant market share, due to bad marketing, sequential releases (paid users, free users) and disinterest from their users who are just used to an answer engine. Google's core and HCU updates will have the most impact overall. | Focus on what Google returns for your queries and monitor the changes to adjust if needed. | Olivier PERBET, SEO Consultant, AWi |
| Sustainability will be a ranking factor. Sustainability is becoming a key consideration for consumers, and search engines are taking notice. Shoppers are actively looking for brands that prioritize eco-friendly materials and ethical sourcing. To stay competitive, businesses should showcase their sustainability efforts in their content, from product descriptions to blog posts, to align with this growing demand. | SEO Tips For e-commerce brands Add Shoppable Content Embed products directly within blog posts, guides, and even category pages to drive sales from informational searches. Create Content Hubs For Your Products Build topic clusters around your products with detailed guides, FAQs, and comparison articles to establish authority within your niche. | Safia Marmon, Project Lead at Sunbowl Systems |
| - Search results will continue to become increasingly personalised and localised to searchers. Marketers who are only tracking rank positions at the national level may start to inexplicably see clicks start to decline - despite demand and average position appearing to have no change! Get on top of regional tracking to understand the true picture of rank performance. | - Regional operators and challenger brands - 2025 could be your year! Leverage relationships with local publishers and content creators. Citations and signals at the local level may be key to covertly outranking dominant national players and large brands in the SERPs. - Shopping features which rely on shopping feeds and structured data are going to take up more and more space SERP real estate, from AI Overviews to entirely new SERP experiences. Ecommerce marketers need to ensure their structured data values are not only present but also reflect users' search query preferences. And make sure that you're bucketing Organic Shopping in your regular reporting to prove the value of your changes! | Ashleigh Noad, Senior SEO Consultant at Builtvisible |
| SEO *wont* die in 2025 or anytime soon. For as long as people seek knowledge and use the internet to find their answers, there will always be demand for some type of search interface that facilitates the process efficiently and effectively. As always, the specific mechanism and approach for getting in front of your ideal audience may change — such as using AI chat tools to assist in surfacing relevant results. | Content homogenization is a real threat to the quality of search results in the post-generative AI era. Early studies (https://www.nature.com/articles/s41586-024-07566-y) have shown that AI models ultimately fail when trained on recursively generated data. So while other brands may go all-in on generative content, consider how human written content is a way to create distinctions in the SERPs and beyond. | Maddy Osman, Founder, The Blogsmith content agency |
| I am optimistic that with the manual penalties imposed on large publishers, smaller authority brands will be able to make a resurgence in their respective niches. | - Invest in real images of real people on your website! No matter the industry, but especially in B2C. Trust is everything. You don't have to get professional photography done, iPhone images are high quality enough. - Bring empathy into your SEO. Eli Schwartz's newsletter recently discussed customer empathy in SEO – this deeply resonated with me as a content marketer in the home services industry. Yes, SEO metrics will always be relevant. But empathizing with your customers will level up your content in a way that relying on metrics can't. Your pages will be more helpful to users, resulting in higher engagement metrics (that Google will like), and ultimately an increased conversion rate. - Content is still king. Customers are well aware of the use of AI in everyday life. Which means they know when it's been used to produce your entire site! Humanize your content – whether your business tone needs to be professional or humorous, differentiate yourself from AI content. | Lauren Schwartz, SEO & Content Manager at Maid2Match |
| 1) As short form videos are winning the internet, the website which intergrated them in their content will win in google ranking. 2) Similar to my first point, if a website gives a shorter content and which is useful that might also wins because of shorter attention span. 3) Interactive websites will get more ranking than a static content website. | 1) Focus on content. 2) Try to write more content which is not available on internet. which helps google to get more unique content that helps google to give you more priority 3) Have more trustable authors in your website and ask them to write and share that in their social medias | Ganesh Shanmugam, SEO Lead at 7 Eagles |
| Google will use AI more in search results, making them more personalized, focusing on speed, mobile-friendliness, and local search. | Do the proper seo , Build the topical Authority , Build the quality backlinks , Build the brand , Than You will be the top of the Ranking in Google. | Deepak , Marketing lead , 7 Eagles |
| I see SEO becoming an important contributor to business revenue and soon the revenue metrics to become KPIs for the SEO teams across all industries. 1. Topical authority playing big role for staying on top of SERP. This also means priority change from just getting traffic to targeting high-intent keywords and thereby getting quality traffic that converts. This covers all parts of a site/app (navigation, linking, PR etc.) than just in-house content. 2. GPTs to become part of SEO's daily activity for research and analysis. Google might still hate AI content but we can always use GPTs for a lot of other time-consuming tasks such as content structuring, gap analysis etc. 3. Multimedia to become a necessary part of SEO strategy. The world is moving to audio/visuals. Content consumption is high there and hence it's important to make it mandatory for SEO strategy as well. | 1. Keep an eye on the SERP. Be agile. 2. Do not act/react to every algo update. Some of these may not even require any change to your existing optimization unless there's something fundamentally wrong. 3. Invest a lot (time & effort) in understanding user behavior. Even if you rank better unless you add a lot of value to the user's journey, it's not going to help. 4. Set yourself the right KPI. Today tracking just keyword rank is not enough. The traffic needs to convert as well. 5. If you have not done already, switch to mobile-first approach immediately 🙂 | Divya Jain, Head Organic Growth, Edvoy |
| In 2025, accessibility will become a central pillar of SEO, not just because of legal requirements like the European Accessibility Act (EAA) but because it’s fundamentally a human right. We keep saying “focus on the user” like it’s a mantra, and there’s growing advocacy for User Experience (UX) and SXO (Search Experience Optimization), but accessibility is often the missing piece. While accessibility isn’t currently a direct ranking factor, it plays a significant role in improving user experience, which can indirectly influence rankings. Accessible websites tend to be easier to navigate for both users and search engine bots, enhancing crawlability and indexation. Positive user signals, like increased engagement and satisfaction, can further impact rankings. As search engines continue to prioritize user-centric metrics, accessibility will become a strategic advantage for businesses that embrace it. | 1- Prioritize accessibility. Make accessibility an integral part of your SEO strategy. It’s not just about meeting legal obligations in jurisdictions like the EU, where the European Accessibility Act (EAA) will apply, but about respecting all users and improving your site for everyone, regardless of their abilities. 2- Think beyond the "user persona". Stop strategizing for an imaginary "average" or "ideal" user, and embrace the real diversity of people interacting with your site. Accessibility isn’t a barrier; it’s an opportunity to reach a broader, more inclusive audience. 3- Don’t just rely on widgets. Accessibility isn’t something you can patch over with a plugin or widget. Build it into your site from the start, focusing on clean code, proper use of semantic tags, and inclusive design principles. 4- Educate stakeholders on accessibility’s impact. Accessibility is not only a legal or ethical responsibility—it’s also a good business decision. Accessible websites can drive more traffic, open up new markets, and improve conversions, making it a win-win for everyone. | Sara Fernández Carmona, International SEO Consultant |
| Zero click searches will dominate the market across intents and Google will continue removing organic SERP real estate in favour of paid. SEOs will need to consider the user journey more than ever since it will be happening mostly on the platforms themselves and not their website. This means a holistic approach to SEO that includes search on social, video, generative search, brand building and much more - coupled with some serious analytics skills and rethinking KPIs to show impact. It will be a challenge for SEO whose focus has been website traffic from search engines for so long. But also a massive opportunity to finally have a customer first focus, consider the whole marketing stack and to stop putting all our eggs in Google's proverbial basket. | Get out of the box and be curious about how your customers are using all digital spaces in their journey. They might eventually end up on your website via a search engine but for that to happen you need to be there at the right moment. And, in 2025 this will get a hell of a lot more complex to achieve and track. | Emina Demiri-Watson, Head of Digital Marketing, Vixen Digital |
| I expect that in 2025 we will see even more that real helpful content will be rewarded by Google and other search engines (and that many traditional SEO tactics will work a lot less well). They have (finally) gotten a lot better at that in recent years (than about 2 decades before). The partly unjustified damage that the helpful content update has caused shows that Google has not yet cracked the proverbial nut, but I expect that this will improve in 2025. Furthermore, I expect that in 2025 we will notice more than in previous years that a position in the organic search results generates less traffic to your site than before. This is a trend that has been going on for several years and the rollout of SERP features such as AI Overviews and the many Shopping functionalities will reinforce this trend. | In 2025, it will be more necessary than ever to implement SEO strategies that focus on helping users achieve their goals as quickly & easily as possible (I prefer to talk about all kinds of specific goals rather than a general search intent). First of all, understanding your target audience and customers very well is crucial. Secondly, it is necessary to understand what content (and that is much more than just text!) is needed to create what helps your users achieve their goals. Activities such as customer research and UX design will therefore become a more important part of SEO for achieving SEO success. | Eduard Blacquière, cofounder SEO Pro Academy |
| One of the alternative Search Engines, for instance Brave Search or another less known privacy-first, will sign a big partnership with Apple and will gain some Search Engine market share in US and Europe, stealing some of that dominance from Google. | Keep your brand stronger than ever, invest in employee advocacy and keep communicating your human side of business. | Natalia Witczyk |
| Marketing will continue to move towards multimedia. While most will chase efficiencies in their written content using AI, the best marketers will diversify the content outputs. | Start thinking about multichannel marketing. Yesterday. | Azeem Ahmad |
| SEO will continue to become increasingly ambiguous, with lines between other disciplines and channels getting even more blurred. | Don't lose sight of the true goals you're working towards - define your business objectives, then work backwards to figure out how organic search can contribute to them. Rankings and traffic will remain important, but only if they're the right rankings and traffic. | Geoff Kennedy - Independent SEO Consultant |
| More Overview results in SERPs for more down the funnel and local keywords as well as paid ads. | 1. Focus on user intent and demonstrating EAAT, rather than just optimizing for keywords. 2. Natural language processing (NLP) will stay crucial for ranking in AI search engines. 3. Keep on updating your content to maintain better visibility. | Nadia Mojahed, SEO Consultant, SEO Transformer |
| SERPs are going to keep rapidly evolving. We’ve seen such a shift in SERP presentation as well as search intent over the last 12 months, with things like AI overviews and Merchant listings sometimes taking up more space than ever before. This sheds a light on the need for brands to understand the intent behind a search and optimise the pages that best meet that intent - whether that’s PDPs, informational content or a homepage. | Get as many audience insights as you can. People are searching in different ways, new trends are emerging quicker than ever and it’s no longer enough to think keyword research will get you all the insights you need. Speak to customers (directly!!), monitor TikTok trends and do whatever you can to stay ahead. | Liv Day, SEO Lead, Digitaloft |
| I don't know if we'll get there in 2025, but we will hopefully see a greater emphasis on authenticity in future. As our shared reality becomes ever-more fragmented, one thing everyone seems to be able to agree on nowadays is that the experience of using a search engine is worse than it has ever been. With AI-generated content flooding the internet, Google must reward the entities that can prove they’re real by double down on rewarding genuine expertise and trust—think verified reviews, original case studies, and content backed by actual experience. Otherwise they'll continue to lose market share to new the new technologies and products that are poised to fill their shoes. | Use AI but don't rely on it. Otherwise the AI will be the one poised to fill your shoes. | Matt Davies |
| SEO will no-longer be an even playing field for all websites. Big brands will continue to soar and small businesses will be forced into paid ads as their only option. | Build a brand. Stop "doing SEO" and create the best product/service and market the $H!T out of it. Force your brand to be in so high demand that if Google does NOT show you in its results, its makes them look stupid. | Nick LeRoy, Owner - SEOJobs.com |
| I predict Google to make a lot of changes in the SERP in 2025, and we’ll also be keeping an eye on the Chrome situation and the general post-antitrust trial effects. | Don’t forget the basics, because the basics are usually the more significant aspects of SEO performance. | Itamar Blauer, Senior SEO Director at StudioHawk |
| This year, Google has been taking strong action against spam and parasite content, including many manual penalties. But this isn’t something they can keep doing at a large scale. Google will need better ways to check if content is truly useful and relevant. Because of this, having a strong brand in a specific topic will matter more than ever. It’s not enough to just be a well-known brand—you need to be known for something specific. For example, Coca-Cola is famous for drinks. But if they started an affiliate project on their website about project management software, it would fail because they’re not seen as experts in that area. In the future, success in SEO will depend more an more on building a brand. But a brand that is the trusted expert in a topic, not on everything. Staying focused on what you do best and growing your authority in that area will be the key to winning in 2025. | Work on building your brand in your specific area of expertise. Focus on being the go-to expert by answering real questions and solving real problems for your audience. This isn’t just about creating more content—it’s also about removing content that doesn’t match your topic. And yes, even if it gets clicks. Say no to things that don’t fit your niche, even if they seem like a good idea. Instead, spend time connecting with your community. Talk to people in your niche, learn about their challenges, and show where you can truly help. Your main focus should not be more traffic and high search volume - but the right traffic from people who start to trust your expertise. By staying focused on your topic and showing real value, you’ll have the best chance to succeed in 2025. | Dani Leitner, SEO Consultant at Dani Leitner |
| I think we'll all be surprised by what happens with Google's antitrust trial after a new administration takes office. But I certainly won't be surprised when Google continues to build products that shift revenue to them (like all the travel tools debuted in recent years). This may work for a short time in terms of revenue, but it will accelerate diversion of search to channels and mediums that are better suited to meet searcher intent, which could send Google into even more of a tailspin. | As you diversify your channels, lean into uniqueness. Not just customer and expert quotes – those are the table stakes. Go beyond by creating insights from data and baking this into your content creation process. Every piece should add some "net new" information to the internet. | Adrienne Kmetz, Independent Consultant |
| We will start learning more about ChatGPT's search function and other AI integrations, but they won't be fully adopted by the public just yet. Google will become more competitive, and good, honest SEO will be king. | Don't get scared; stay curious! Play with the new tech and see how it can serve your clients. Collaborate with other SEOs and swap notes. | Jade Pruett, Founder, HelloSEO |
| My top predictions are 1. AI-Driven Search Evolution - Search engines like GPT-based models will dominate, focusing on contextual relevance and personalization over traditional keyword matching. - AI algorithms will prioritize content that answers nuanced user intent, driving a need for hyper-targeted and topic-specific strategies. 2. Emergence of Alternative Search Ecosystems - Antitrust actions against Google could lead to a rise in alternatives like Kagi and Bing. Optimization for multiple platforms will become critical. - User-choice prompts and dismantling of exclusive agreements will create new opportunities for visibility beyond Google. 3. Schema-Driven Rankings - Advanced schema markup will become mandatory for better AI understanding and personalization of content. Rich metadata will be pivotal in ranking results for specific queries. 4. Brand Authority Over Domain Metrics - Ranking algorithms will emphasize brand trust and authority over domain metrics. Brands with consistent traffic, strong social signals, and high-quality backlinks will thrive. - Metrics like branded searches, sentiment analysis, and topical authority will weigh heavily in search rankings. 5. Combatting AI Content Saturation - Search engines will crack down on low-quality AI-generated content. Original, interactive, and engaging material will outperform generic, automated output. | 1. Invest Heavily in Brand Authority - Build content that communicates brand expertise and trust through blogs, forums, social media, and backlinks. - Prioritize multi-channel traffic sources to diversify authority signals. 2. Adopt Advanced Schema Markup - Use rich, AI-friendly schema to help search engines parse content effectively. - Implement structured data for FAQs, product details, and reviews to increase SERP visibility. 3. Create Engaging, Original Content - Invest in UX/UI enhancements, including custom visuals, videos, and interactive tools. - Ensure all content is engaging and focuses on user intent to improve metrics like dwell time and click-through rates. 3. Optimize for Multiple Search Platforms - Explore and optimize for alternative search engines or AI based engines like Kagi, Prorata, niche-specific platforms that may rise post-Google dominance. - Stay informed about the new ranking factors of these platforms to gain early traction. 4. Leverage AI Responsibly - Use AI tools to support content creation but avoid over-reliance on generic outputs. Focus on creating human-like, unique material to stand out. 4. Prepare for Core Algorithm Updates - Track and adapt to AI-powered updates in real time. Ensure strategies align with the latest user engagement metrics like clicks and impressions. - Be consistent—SEO efforts often show results after 1–2 algorithm cycles. - prepare for AEO | Hawrry Bhattarai, Founder, Live Breathe SEO |
| Citations are the new currency on the web. It’s important that your brand appears online when there’s talk about your niche. Because this content could be used as new training data for the LLM's such as GPT-4 or Gemini 1. How can you get your brand cited online? Through digital PR. So, it’s time to call your digital PR specialist again, I guess. | I will continue focusing on EEAT, as I have over the past two years. It's not an overnight process, but I believe that in the long run, it will provide a competitive advantage and set your brand apart from the competition. | Corina Burri, SEO Consultant |
| 1. Conversational search will dominate because of the rise of LLMs 2. Building authority will become more important than getting clicks 3. Verified expertise will drive rankings 4. LLM compatibility will become key 5. Technical SEO will become even more integral | 1. The growing reliance on LLMs as search engines is transforming user behavior, shifting the journey from traditional click-based searches to conversational, task-oriented, and personalized interactions. 2. As AI-generated results dominate SERPs, SEO professionals must prioritize building brand visibility and authority over simply driving clicks. 3. SEO strategies must increasingly focus on ensuring fresh, high-quality content while phasing out outdated or redundant pages to maintain relevance and crawl efficiency. 4. Expertise, transparency, and authority will take center stage. SEOs should emphasize content with clear author attribution, verified credibility, and an experience-first approach that integrates strong design, accessibility, and interactive features. 5. Adapting websites to align with LLM models’ processing and prioritization will be pivotal. Managing crawl budgets and refining technical SEO strategies will play a greater role as search engines emphasize efficiency and value. | Bengu Sarica Dincer, SEO Team Lead at Popupsmart & LiveChatAI |
| 1. AI-driven user experiences: The integration of AI in search, such as Google's advancements with Bard and SGE, will redefine how users interact with search engines. Businesses must optimize their strategies to align with these AI-based shifts. 2. Content authority remains crucial: Establishing expertise, authority, and trust (E-E-A-T) through high-quality, user-centric content will be more critical than ever. 3. Visual search and multimodal content optimization: With the increasing emphasis on images and videos in search (e.g., Google Discover), businesses should prioritize visual optimization to capture new traffic opportunities. | 1. Invest in AI and automation: Leverage AI-powered tools for content creation, user behavior analysis, and automation to improve scalability and results. 2. Emphasize security and performance: Websites must prioritize page speed, secure connections, and seamless user experiences. ScalaHosting’s focus on high-performance and secure hosting solutions illustrates how technical optimizations can directly impact SEO success. 3. Diversify content strategies: Create content for various formats and platforms to maximize reach, from written blogs to interactive visuals. | Nikola Minkov, founder of Serpact, SERP Conf., SERP Acad. and co-founder of Trackian |
| Google has made significant changes recently, leaving many SEO experts working to adapt. However, one factor remains constant: fast-loading websites with stable performance are always favored in the SERPs. Surprisingly, roughly 40% of websites globally still rely on traditional shared hosting. While shared hosting is cheap and affordable, it can severely harm SEO performance. Sharing a server with hundreds of other users leads to inconsistent performance. If even one website on the server experiences a spike, it can slow down response times and increase TTFB for every other site on that machine. Often, these performance issues go unnoticed by the OTC SEO tools, but search engine crawlers detect them without fail. Therefore, my top SEO prediction for 2025 is a significant shift from traditional shared hosting to more advanced solutions like managed cloud hosting and VPS. This transition will not only boost the SEO scores of millions of websites but will also contribute to a better, faster, and more reliable World Wide Web for users globally. | 1. Ditch your shared hosting plan and replace it with a managed cloud; 2. Incorporate ChatGPT, Bard, and OpenAI SEO strategies. Personally, I’ve switched from using Google Search to relying on ChatGPT for most queries; 3. Focus on building a strong reputation on crowd review platforms like Trustpilot, G2, and others. Search engines now heavily prioritize consumer approval and trust signals in their ranking; | Chris Rusev, CEO & co-founder of ScalaHosting and SPanel.io |
| SEO in 2025 will see: - A continued focus on user intent and delivering a solid user experience - Continues to focus around how we create content that matches this - Brands building on their external reputation through Digital PR - Ecommerce brands focusing on fixing on-going technical issues - faceted navigation, site speed - Continued incorporation of AI into the search journey | - Ensure that your strategy and content matches user intent - Focus on improving your external reputation through Digital PR - Think about how your content provides something new and valuable to the user - and if it doesn't, ask if you actually need it. | Amanda Walls, Director @ Cedarwood Digital |
| The focus on very long-tail keywords or conversational queries gains further importance for optimization. This is often due to LLM's influence. | Time to improve content richness backed by EEAT aspects while evaluating search intent as in depth as possible to convey information. Use AI strategically to the best extent to address gaps in niche topical authority. | Madhu Kumar C, Digital Marketer and AI Blogger |
| Search is likely to become more decentralized as platforms like ChatGPT, TikTok, and other AI-driven tools gain traction as search alternatives, challenging Google's dominance. As users grow comfortable exploring these platforms for information, Google’s position as the default search destination will weaken, though it will still play a significant role. This shift will demand a more diverse approach to SEO, focusing on optimizing content for visibility across multiple platforms while maintaining Google-centric strategies to capture its still-substantial share of the search market. Transforming what we've known as Search Engine Optimization to Search Everywhere Optimization...or just Search Optimization. Success will depend on adapting to a broader search landscape without neglecting traditional SEO fundamentals. | To win in SEO in 2025, focus on building upon the strong foundation of what we already do for SEO: creating high-quality, audience-focused content, optimizing for user experience, and maintaining technical excellence. These fundamentals will remain the most important, but success will also require adapting to a more decentralized search environment. With platforms like ChatGPT gaining traction alongside Google, adjust your strategies to ensure visibility where it matters. Understand the sources these tools rely on (e.g., ChatGPT uses Bing’s index) and optimize your content to align with them. Highlight expertise and trustworthiness to strengthen your authority and build lasting results. | Rich Sanger SEO, SEO Consultant |
| There is so much noise. In a remote-first, online world, with lots of AI chatter, we miss human interaction. We need to find ways to break through the clutter and establish meaningful touchpoints. That is why 2025 will be the year of connection. Connecting through community, through networks, through one-on-one DMs, and through in-person (and even online) events. This also translates to reaching your audience with real stories, using experiential images and videos on product pages, and getting customers to share video reviews and personal stories across channels. What do all these things have in common? Personalization, yes! Storytelling, 100%. But, overall it’s about focusing on experiences, or better yet, micro-moments that allow us to build meaningful human-to-human connections. Brands that have adapted (or are in the process of adapting) to this mindset are well-positioned to break through the noise and win the hearts and minds of their customers. | Think differently. With customer behaviour becoming more complex and harder to track, here are a few ways SEOs can help connect the dots with colleagues, customers, entities, and data, and win in 2025: - Collaborate with your team on a connected brand experience and broaden the “search” scope to include other channels – like social media or other third-party sites – where your audience is searching for your product/service. - If you haven’t already, implement structured data on your website to connect your brand, products, and people to entities on and off-site. - Create targeted, brand-aligned, thought-provoking content (on and off-site) that drives conversations amongst your ideal customers so they keep you top-of-mind and drive shareable moments at the same time. - Spend more time optimizing and tracking on-site/in-app content for conversion and retention (rather than primarily on traffic). Leverage customer experiences and stories on high-impact pages to build a stronger affinity to your brand and products. | Joelle Irvine, Growth & Marketing Consultant, JI Growth Marketing |
| Generative AI will continue to loom large in digital marketing, but it will be up to the SEOs to manage tool usage and stakeholder expectations responsibly. Google and Microsoft have drawn their lines in the sand with huge investments in genAI. While we can expect tools like AI Overviews and SearchGPT to continue existing in some form, we should be cautious about overhauling our strategies in order to serve them. Not only is the genAI bubble dangerously close to bursting at the same time as user interest is waning; the underlying technology also carries with it an enormous human and environmental toll. SEOs must not cave in to pressure to incorporate and "optimize for" AI at the expense of consistent website maintenance, quality content creation, and our humanity. | Don't get so distracted by shiny new objects that you forget the basics. Even as the AI-powered web grows and changes, you can't lose sight of the SEO north star: creating and distributing useful content backed by an efficient, user-friendly website. It's time to take advantage of your competitors' missteps. While they're churning out low-quality blog posts, obsessing over AI Overviews placements, and neglecting the technical essentials, you can focus on future-proofing. Shore up your technical foundations and double down on content that people actually want to read. If and when the genAI bubble bursts, websites built and maintained with human users in mind will still lead the pack. | Kavi Kardos, Director, Organic Growth @ KlientBoost |
| My top prediction for 2025 is that more SMB's will have trouble getting indexed in Google, and there will be more publicity about this. This is because right now so many enterprise companies are sinking money into creating content at scale with the help of LLM's — but because they are enterprise, Google will still crawl many of those irrelevant pages, if nothing else, to validate they're terrible. SMB's rare staring to follow in the footsteps of enterprise, and are creating content at scale with LLM's, often because they don't have the time to write the content themselves, and because they're smaller and don't have the brand or entity recognition bigger brands do, and because search results are a zero-sum game, someone has to lose, if larger companies are getting crawled *more*. And it'll be the SMB's. | Content consolidation into topically focussed articles and technical improvements. Consolidating your bloat. | Amanda King, SEO Consultant, FLOQ |
| It’s big, but with the news of OpenAI/ChatGPT launching a browser (I found out from your newsletter 👀), I predict it could double as a YouTube competitor. | My tip - Shift focus even more to video content. I often think, when did I last read a blog vs watch a video tutorial or review? Also, if producing video content don’t forget to upload accurate SRT files to YouTube etc. This can help LLMs and search engines understand the content better to include in their results for users. | Mike McDonnell, Director, Glide Marketing |
| I believe we’ll see a growing shift in traffic moving away from Google toward platforms like ChatGPT and its search features. This means even websites that hold the top spot in search results could experience a drop in traffic. While it’s difficult to predict exact numbers, I estimate Google may lose around 5-7% of its overall traffic. In the past, securing the #1 ranking meant capturing the majority of clicks, but that advantage is likely to diminish further. Additionally, I expect click-through rates for positions #2 and #3 to continue falling, as users are becoming less inclined to scroll down the search results page. | Build strong topical authority and earn top-nonch backlinks. | Dmytro Sokhach, CEO of Editorial Link |
| Reddit will grow, Google becomes richer. SGE will disgrace oneself, again. Google will try to recover sites, so some of the sites can expect slightly improvements. Brand authority will still be important, so strong brands will stay in top. Google will continue the paradigm: the more traffic you have, the more traffic you will get. | Please, very-very-very please: read the sites for which you are doing SEO. Don't limit yourself with Ahrefs and Screaming Frog reports. Don't make cargo cult around numbers, keywords, and links; check site errors personally and try to understand their nature before offering recommendations. Write articles where you describe your own experience and use less AI, because content everywhere is the same. Cooperate with SMM and marketers and create complex strategies. Know your audience, know their problems, desires and intents - this will help you write articles for people. Make your brand stronger and more popular. And don't give up: SEO is still alive 🙂 | Albina Holovina, SEO, A11 Agency |
SEO and CRO will be critical in 2025 because search engines are prioritizing user experience more than ever, with metrics like Core Web Vitals directly impacting rankings and conversions. A well-optimized site not only ranks higher but also retains and converts visitors effectively. A study by Forrester found that 88% of online consumers are less likely to return to a website after a bad user experience—highlighting the need for SEO (to attract users) and CRO (to convert and retain them) to work together seamlessly. | Prioritize Page Speed and Core Web Vitals: Google’s Core Web Vitals directly influence SEO rankings and user experience, making fast-loading and visually stable pages essential for retaining and converting visitors. Tip: Use tools like Google PageSpeed Insights to identify speed issues and implement fixes like image compression, lazy loading, and efficient coding practices. Leverage Search Intent for Conversion Optimization: Align content with the intent behind high-ranking keywords to ensure users find exactly what they’re looking for. Match landing page CTAs with the search query’s purpose (e.g., informational vs. transactional). Use tools like Google Search Console to identify intent-based queries driving traffic and tailor landing pages to meet those needs. Test and Optimize Continuously: Both SEO and CRO benefit from iterative improvements. Regularly test elements like meta descriptions, headlines, CTAs, and layouts to determine what drives the most engagement and conversions. Combine A/B testing (CRO) with SEO analysis to ensure optimizations improve both traffic volume and quality conversions. Tools like SEOFomoHub & others! | Dii Pooler Founder Pooler Digital |
| OpenAI will grow to compete directly with YouTube search in overall volume, and the search community will be optimizing for visibility in LLM search results. | 1. Start to use tools like marketbrew.ai which help you modify your content so that it is closely aligned with the text embedding of the topic for which you want to rank. 2. Integrate social media engagement into your SEO strategy. 3. Schema and knowledge graph work will be essential to future LLM visibility. | Katherine Watier Ong, Owner, WO Strategies LLC |
| We're going to see a doubling down of human-centric copy with the adoption of a more technically lenient setup, especially around schema. In other words, we'll make more human-reading/sounding websites and we'll depend on AI and answer engines to organize content and provide those answers straight to users. Furthermore, I think answer engines like chatGPT and Perplexity will start to utilize more schema, like Google does. At the moment LLMs seem to like a more simplistic approach, but with the limitations of chat-like messages, we're bound to see more features make their way into the AI apps. Perplexity have even started. There are still some archaic things that we'll be witnessing — LLMs still can't form their own opinion. However, with the development of data collection, companies like Google will be able to feed anonymized user data — for example the new site engagement tracker that Chrome has released. https://www.chromium.org/developers/design-documents/site-engagement/ which will allow LLMs access to information that SEOs can't. | Think of all the ways that you can serve your potential clients throughout their information journey. Then create that content. Overall LLMs need more training data, and you need to be in that data pool. The more quality content you have for the LLMs to reference, the higher the change to be quoted. | Evgeni Asenov |
| By 2025, content quality won’t be enough - authentic expertise will dominate SEO. Search engines are doubling down on E-E-A-T, and AI will only push this further. To rank, you’ll need to back your content with real-world experience and credibility that’s impossible to fake. The focus will shift from just "producing content" to proving expertise. Whether it’s through showcasing author credentials, citing original research, or demonstrating niche authority, the bar for what counts as valuable content will keep rising. If you’re not establishing expertise, you’re not competing. | By 2025, the key to winning SEO will be building content ecosystems instead of standalone pages. The days of ranking one page for a competitive keyword are over. Google’s getting smarter, and it rewards sites that act as an authoritative hub on a topic. That means you need clusters of interconnected content - think one killer pillar page supported by 5-10 in-depth subtopics, all linked strategically. Here’s why it works: Google isn’t just ranking pages anymore; it’s ranking the experience of your site. If a user lands on your pillar page, finds links to related questions they care about, and spends time exploring, Google sees that as a win. Build ecosystems that answer everything a user might ask about your topic, and you won’t just rank - you’ll own the space. | Victor André Enselmann, Founder, Modeva |
| Brand and authority will carry significant weight. E-E-A-T will remain a key factor, shaping a significant portion of results, particularly those influenced by AI. Aligning with user search intent will be crucial for positioning, with semantic optimization playing a pivotal role in achieving this. | Identifying and avoiding zero-click searches is essential. The focus should shift toward transactional and commercial searches. Creating posts, downloads, reports, resources, or other assets that enhance brand recognition and visibility in our sector will be a priority. | Emilio Rodríguez, SEO Manager at Smartup Digital |
| In 2025, I expect Google to double down on AI overviews, potentially replacing or merging them with longstanding features like Featured Snippets. This move will further integrate AI into search, creating a more seamless and intuitive user experience. | My top SEO tip for 2025 is to prioritize user engagement and retention. With less attribution and fewer clicks from search, it’s critical to focus on creating a seamless, compelling on-site experience that keeps visitors engaged. This may mean rethinking content, design, and functionality to meet user needs, even if it requires short-term trade-offs in other areas. | Kaloyan Dimitrov, Head of SEO, Enhancv |
| Brand Mentions Will Rival Backlinks in Importance In 2025, brand mentions will hold equal weight to backlinks in driving SEO success. As Google increasingly prioritises brands in its search engine results pages (SERPs), businesses that invest in branded PR activations alongside generating high-quality, relevant backlinks will achieve the most significant gains. EEAT Will Remain a Critical Ranking Factor Google's emphasis on Expertise, Authority, and Trustworthiness (EEAT) will continue to dominate SEO strategies in 2025. This will be particularly important for brands operating in industries where Google doesn't inherently trust them. Thought leadership-focused digital PR will be pivotal for building credibility and improving search performance. | Maintain Consistency in Off-Page SEO Consistency is critical. Regularly earning high-quality links and securing coverage in relevant, authoritative publications demonstrates to search engines that your brand is reliable and deserving of top rankings. Sporadic efforts won’t cut it, so make this a continuous priority. Show Search Engines You’re the Best Choice Every action should reinforce your position as the best brand in your niche. Google’s algorithms are designed to reward brands that consistently demonstrate relevance, authority, and trustworthiness. Prove this through sustained, strategic off-page activity. | Rebecca Moss, Digital PR Director, JBH |
| In 2025, I think we’ll see an even bigger push toward human-centric content, with websites focusing on natural, reader-friendly copy and simplifying some of the technical aspects, like schema. AI tools like ChatGPT and Perplexity will play a larger role in organizing and serving content straight to users. Over time, I expect these tools to start using more advanced schema elements, similar to what Google does now. Perplexity has already started making these moves, showing just how quickly AI capabilities are evolving. | My top tip for 2025 is to pay close attention to user engagement and how people interact with your site. Even though LLMs like ChatGPT can’t form opinions yet, tools like Chrome’s site engagement tracker will give AI new insights into user behavior that SEOs don’t have direct access to. Focusing on real engagement—like time on site and meaningful actions—will be crucial as AI starts using these signals to rank and evaluate content. | Silvia Angeloro, Editor-in-Chief, Resume Mentor |
| With the changes in the SERPs and the higher relevance of product grids along with Google Lens AI integration images will gain higher weight in user experience journey. Users will rely more heavily on images and their clicks will be heavily conditioned by image optimization. Since Google Lens user in the US are already able to search a product and see product comparison in Google as well to see how a some clothes would fit them thanks to AI allowing Google to render and understand your images should be a core part of any e commerce SEO strategy. | To win the battle for product images if you are an e commerce make sure to add several images of your product on your Merchant Center. Apply a user first approach and, following the Merchant Center suggestions experiment with AI images in Merchant and show images of users with your product to gave all the possible context, examples and uses of your product. Besides ensuring your images are central and higher up in the page ensure the text near the images is relevant to them, to guarantee the best context and enhance accessibility. Use image CDN and cache images, and work with your developer's team to make it impossible to upload any image without a width & height. With your developer's team ensure your image are lazy loaded and responsive and with the content team align to choose the optimal file format. Assess and review your images URL structure as part of your SEO strategy. | Irene Cecotti, SEO Specialist, Seocom Agency |
| SEO in 2025 will not really be any different from SEO in 2024. The basics, in particular, have been the same for years (or even decades), and many websites still have a lot of catching up to do in this area. | 1. Focus on E-E-A-T: Experience, Expertise, Authority, Trust 2. Optimize for user intent and pain points 3. Leverage AI for insights and optimization 4. Ensure technical SEO is flawless 5. Adapt for voice and visual search 6. Create in-depth, original content 7. Prioritize page experience and Core Web Vitals 8. Embrace and optimize video content 9. Target zero-click searches with snippets 10. Stay informed and adapt quickly | Alexander Außermayr, CEO of himself |
| Diversification is key, there's plenty of hidden gems outside of Google SERPs with highly engaged users | Identify where your target spends their time and optimise towards those channels Focus on pain points and how to resolve them instead of keyword research Distribute your content on those channels your users are spending their time | Aiala Icaza González, Organic Channels Lead |
| SEO won't die, it will become even more important. As generative AI acts as an answer engine for users, companies need to invest more in SEO to ensure they have the authority and trust to be surfaced in search overviews and Chatgpt. This means a shift towards brand authority and topical relevance being rewarded in search with an emphasis on user signals for search algorithms to "confirm" the ranking. | My tips to win SEO in 2025 are to establish a brand in search, this can be achieved through leveraging your product to solve a specific challenge via a scalable Product-Led SEO function or through developing a compounding Digital PR engine that positions your brand as the trusted resource. | Jack Boutchard, Head of SEO, Exalt Growth |
| The number of "@rustybrick is this new?" posts on BlueSky will surpass those on Twitter/X in Q1 and never look back. | 1. Do whatever you can to get people searching for your brand and clicking on your site and/or Google Business Profile. 2. Get really good links 3. Focus on bottom of funnel queries as AIOs eat into the top of funnel 3. Start to play around with influencing AI results as a hedge | Andrew Shotland, Local SEO Guide |
| AI in combination with common sense will be the key for success online | Make sure the basics are good; from there on adjust, measure and adjust until you find the sweetspot | GJ Bramer, firestarter |
| No-code products galore, every SEO that had a dream of a tool to make their daily lives easier will start to appear. Generally these will be process tools. There will be innovations and iterations of existing tools. That's how the Web works. | Tightened reporting around first-party metrics. GSC is our goto tool. Enhanced GSC dashboards that are popping up, without calling any ingle one out, these are the tools you need to understand the broader picture of what is and isn't working. | Dean Cruddace |
| - We will see a lot of changes in the SERP when Google is testing new SERP features. - Google Core Update will reverse some of the site reputation abuse updates we have seen this year. - Bing will take more market share feom Google. | To win in SEO 2025: - if ecommerce, you need to optimize your products to get into the product grid at the top of the SERP - SEO automations will continue to take off. Find ways to automate your daily repetitive SEO tasks. - Build your brand and find a way to get more brand searches | Katarina Dahlin, Senior Growth Hacker, Genero |
| More relevant uses for AI in SEO AI begins to take business away from SEOs The beginning of Optimization for LLM Agents | Use your time wisely. Stay informed while avoiding the "shiny objects". Use technology effectively, don't rely on "old ways" of doing things when AI has given us a whole new toolset. in 2025, user Intent is King! If you're not publishing relevant, high-quality content for your users, don't bother publishing at all. | Jeff SanGeorge, SEO Consultant, Magnetic Ideas |
| 1- Brand Authority will be more important than ever 2- Multi channel approach: including optimising for Youtube SEO, AI search engines (search GPT), Tiktok SEO 3- User experience will be key for rankings 4- Links will still matter 5- Unique content with EEAT signals will stand out over so much AI generated 6- Huge shift with new search features coming (+ AI results, more product grids, new features) | 1- Build your brand authority with Brand SEO 2- Don’t rely only in one channel, instead you should diversify with a holistic approach to SEO, considering: Youtube SEO, AI SEO, Tik Tok SEO, etc 3- Build links within your niche (quality over quantity) 4- Stay up to date with all new Google features & optimise for the ones relevant to your business( AI overviews, organic product grids, featured snippets, etc) | Toni Navarro, SEO consultant & co-founder at Rock & Click |
| 1. Optimisation for LLMs will become a thing in SEO strategies. 2. Content marketing will become more associated with NLP analyses than anything else this year. 3. Unless Google SERPs improve visibly in 2025 SEOs will turn more and more into organic discovery elsewhere, from ChatGPT to TikTok. 4. SurroundSound SEO, although an old idea will become increasingly popular among SEOs in 2025. 5. We'll hear "brand" mentioned in way more SEO meetings but brand professionals will still be sporadically invited. :s | - Change your analysis and reporting approach if you're still hang up on traffic and rankings. Sure, keep tracking these if you want. But it's past the time you should be tracking organic performance through visibility, conversions, sentiment. - Work on your coding skills or reach a level where you can perform analyses using Google NLP etc. - Stop thinking in keywords. Think in topics, connections, entities. - Address your organic performance as the compound effect of your brand and non brand presence. Allocate resources efficiently. - Don't neglect the technical set-up and health of your site. Use mark-up and internal links wisely. | Erika Varangouli, Head of Branded Content, Riverside |
| Google will continue to do what "they think" is right for it's users.. we will see alot less (maybe 50%+) organic traffic losses due to this.. brands need to pivot into appealing to audiences and getting them to their sites/brand properties... Hoping a move away from millions of brands using AI to publish thin, meaningless content and push back on Google and it's way of owning the market.. Prediction will be, TikTok will take another huge percentage of search away from Google and seeing the correlation of loss of revenue from Google Ads, moved over to TikTok.. the market has changed.. SEO folk need to really lean into TikTok and it's analytics etc | Continue to focus on content that answers pain points of your audience and segment your audience across your vertical.. its not one size fits all. Google will continue to roll out major updates, you can't chase and fix it, you have to be relevant for your audience and make sure your website has the best UX for users to move through, consume content and send those signals to search engines.. Lastly.. I focus on intent in the funnel and make sure that brands I work with are there for the audience when and where they search | Russell O'Sullivan MD Digital Thrive |
| We're going to continue to have very to no recovery for 80% or more of HCU impacted sites. Google will not reverse it's course, or provide any new, useful insights for sites suspected to be burdened by that algorithm. Additionally, while we're celebrating the final downfall of Forbes, we're going to be cursing the monkey's paw, as the Site Reputation Abuse manual penalties are worked into the agorithm, and many content marketing firms processes of writing about everything under the sun, will start to yield negative results. | The key strategy for 2025 is to couple real world marketing, other marketing channels, reaching and driving brand name searches through other mediums to make Google recognize that you're an entity worthy of receiving organic, non-branded traffic. Branded queries are the new proxy for authority, that used to be the sole job of hyperlinks. | Jeremy Rivera |
| SEO and PPC will become ONE channel. I've seen a shift toward a fully integrated organic and paid channel - clients are asking for more collaboration and joint strategies, as well as joint reporting. This makes a lot of sense; look at how many changes in the SERP there have been on Google. They are trying to make search seamless for users, blurring the lines between paid and organic. | Build a relationship with paid search teams, form a joint strategy, keep up regular check-ins, and report on results together! In order for organic to win in 2025, we must have a joint strategy with paid search (of course, integrating with other channels, like social, is a bonus!) Users don't care which channel they're on, as long as their needs are met. Making the search experience easier will help you win in 2025! I've included a link to my Whiteboard Friday video that explains step-by-step how to integrate SEO and PPC. | Grace Frohlich, SEO Consultant |
| Google will likely continue prioritizing popular content over correct content in its rankings. This trend, to me, reflects the challenges of accurately quantifying the correctness of information at scale. Popular content often engages more users and aligns with Google's goal of delivering results that people interact with the most, even if the information is only sometimes accurate. Without significant advances in how correctness is evaluated, this trend will continue in 2025. Expect Google to refine its AI-driven overviews, making them more prevalent across transactional and commercial queries. These improvements will focus on keeping users within Google's ecosystem by directly providing richer, more actionable insights in the search interface. This will make AI-generated summaries a critical tool for delivering value to users, especially where financial transactions or e-commerce opportunities are concerned, solidifying Google's role as an all-encompassing platform for search and beyond. | To win at SEO in 2025, continue to: 1. Focus on creating high-quality, user-centric content that deeply answers queries and aligns with evolving search intent, ensuring it’s optimized for organic rankings and AI-generated overviews. 2. Structure your content with clear headings, concise answers, and authoritative data to increase its chances of being featured in AI summaries. 3. Stay agile by analyzing performance data and adapting quickly to shifts in search behavior, maintaining relevance as user needs change. Prioritizing depth, clarity, and adaptability will position your brand to thrive with how quickly AI Overviews and search results are changing on an almost daily basis. | Melissa Popp, Content Strategy Director, RicketyRoo |
| 1.The rise of new SEO tools Search engines have evolved over the last 10 years from term-based to semantic entities and vector-based search engines. However, we are still working on a tool stack that is primarily based on terms and does not enable any real semantic analyses. I think that in 2025 some new tools will come onto the market that will do justice to the new ranking methods used by search engines. 2. The rise LLMO monitoring tools With the increasing use of AI assistants, the need for monitoring tools to monitor the visibility of brands and products in generative AI outputs will grow. Such tools will conquer the market. 3. The decision on how big the gap between SEO and LLMO will become SEO and LLMO currently seem to have large overlaps. If something ranks well in search engines, it is often cited. AI agents can change this. In the future, they can take over retrieval systems in the RAG process for extracting sources from indices. This would widen the gap between SEO and LLMO. I think we will see in 2025 whether this gap gets bigger or smaller. | Companies must adapt to the fact that working in silos in corporate communications, SEO and (online) marketing no longer makes sense in the age of AI. Search engines are increasingly basing their rankings on the expertise, authority and trust (E-E-A-T) of the source entity, and this cannot be optimized through SEO. You need the support of marketing and PR. The outputs of AI assistants such as ChatGPT or Perplexity also base their source selection on the authority and trustworthiness of the source in addition to the ranking of the associated search engines. Approaches such as Digital Authority Management can provide the necessary interfaces. | Olaf Kopp, Co-Founder, Aufgesang GmbH / SEO research suite |
| Google will move more and more towards a Question/Answer type of format because of AI. AI Overview snippets will start surfacing more and more and will start to appear in conjunction with other types of snippets. | Biggest tip is to move away from the long format content and start to create content in a Question/Answer format. Keep it simple and don't overextend the content unless you are not planning to rank for AI Overview. | Petar Hristov, Head of SEO, Action1 |
| The landscape of search is evolving beyond Google, with search intent playing a significant role in determining the type of content that resonates with users. For instance, platforms like YouTube are increasingly relevant for organic search strategy opportunities. I envision SEO in 2025 becoming more involved in testing these social platforms as part of advanced content strategies. | Data Driven Insights: The more we prove SEO has ROI capabilities, the better the winning strategy will be. | Ana de la Cruz, SEO Manager, Spark Foundry |
| 1. SEO is no longer Google-only, and new engines like TikTok, Youtube, or ChatGPT have a rising audience that prefers them for search. 2. Search AI will become 2025 the preferred way for users to do informational or navigational queries. 3. Branding and EEAT signals will become even more important in ranking in Search AI to offer high-quality information and avoid hallucinations. | Diversify of search People are also searching on YouTube, Tiktok or ChatGPT, not only on Google, so you will have to produce content and optimize it for these engines too (Link: https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine) Branding and EEAT Importance Branding and EEAT are mandatory for a website to rank well in Search AI engines like Google Gemini or ChatGPT. That's because all these systems use only vetted information to give correct answers and avoid "hallucinations" (link: https://surferseo.com/blog/ai-hallucination/) Improve your AI Content Generation You can use AI-generated content if you verify it, improve it, and expand it with your research and experiences, such as experiments, case studies, and opinions, and back the information with high-quality sources. Competitors Research Search is as competitive as ever, and the fight for clicks will be tremendous, so it's important to monitor your competitors, learn their strategies, and adapt yours to maximize your ROI. (Link: https://competico.com/uncover-competitors-winning-moves-semrush/) | Daniel Stanica, CEO - Competico.com |
| - Behavioural metrics will become more widely used for SEO success - Stakeholder and client education on the changes we face as an industry will remain an important part of our job to ensure we are measured against goals we can actually track and predict - SEO functions and their names will evolve to cover cross-functional areas (from SEO specialist to search experience specialist, organic discovery manager and so on) | In general, my tip is to look beyond the SERP: start paying attention to user behaviour, not just search rankings, to shape your strategy and ensure it aligns with user needs. In 2025, we really have no excuse not to make SEO truly user-first, grounded in a shared understanding of user intent, behaviour and needs across teams, and this is how you can achieve that: 1. Dive deeper into the metrics Dive deeper into your analytics to uncover what’s really going on after you rank and you get a click to your pages. Look at signs like a drop in engaged sessions, shorter engagement times, or an increase in internal searches (which might flag site navigation issues). Use heatmaps, scroll maps, and session recordings (for example with Microsoft Clarity, easy and free to use) to spot where users lose interest or encounter friction. These tools can reveal critical points in the journey that need attention. 2. Leverage advanced behavioural Insights If you have access to specialised resources, consider tools like eye-tracking or neuroforecasting to predict how your audience interacts with content. These insights can inform about areas that don’t get attention, and help you refine your design and messaging to keep users engaged and guide them seamlessly toward conversions. 3. Collaborate for a seamless user journey Work with UX, CX, and Product teams to identify demand and create a smooth path from search to transaction. Studies (e.g. those done by Baymard on check-out abandonment reasons) show many of these journeys to transaction end at the very last stage due to issues like broken pages, lack of information at the right stage or missing trust signals, which are easily fixable from both an SEO and UX standpoint. Use feedback from customer service logs, reviews, and online forums to anticipate user concerns before they even reach your site. Remember that a user-friendly experience not only boosts conversions, but also encourages loyalty. | Giulia Panozzo |
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