What can we expect from SEO in 2025?

With the new year well under our belt, we already find ourselves forging ahead with plans for 2025. This means not only looking back at what worked and what didn’t, but it also means looking forward about what is to come in the ever-changing landscape of digital marketing.
One area in which we can expect big things is SEO – a subject matter that is so frequently talked about but not always understood. Think of SEO like a “search bar,” akin to a regular bar where people gather to ask for whatever they want to drink or E-E-A-T (more on that later). Because of this dynamic environment, adaptability and planning are essential, if we don’t like the bar, we move on. Take a look at these trends we expect to emerge in 2025, so you can stay ahead of the curve.
Zero-Click Searches and Follow-up Search Intent
Following the Launch of Google AI Overviews in May 2024, searches where the user finds information they are seeking without having to click onto a website are on the rise. In 2024, zero-click searches accounted for almost 60% of all searches globally. As zero-click searches are projected to rise again in 2025, we can also anticipate an increase in follow-up searches. For users who find Google’s AI Overview unsatisfactory, we must ask ourselves: “What kind of follow-up searches will these users perform to reach the end of their journey?”
Ultimately, now more than ever, the focus should be on optimising content for the consumer, not just for Google. While this shift may not negatively affect search engine rankings, it’s crucial to tailor content to perform well on Features, Snippets, and AI Summaries. One effective approach is to provide concise, informative content that enhances visibility in SERPs.
AI Assistance
We know you’re probably tired of hearing about AI, but bear with us. AI is transforming the landscape of SEO, offering powerful tools to cut costs and streamline everyday tasks such as summarising data. However, it’s not all positive. Over-reliance on AI to generate website content can result in dull, generic outputs that diminish your brand’s individuality.
That’s why it’s crucial to strike the right balance between human and AI-generated content, ensuring you create bespoke, engaging material that truly reflects your brand.
Emphasis on E-E-A-T
Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is growing. To improve rankings, brands must create original, helpful content that demonstrates genuine expertise. Highlight author credentials and offer unique insights to build trust with both users and Google.
Creating a new SEO Strategy
The urge to learn has never been higher in consumers. That why we believe that there are big things ahead for SEO in 2025, so its important to stay nimble and light on your feet to help you stay ahead of the curve. Therefore, we expect to see lots of new SEO strategies to help prepare for upcoming trends in search engine rankings. Whilst questions can still be used to target a mainstream audience, we think that 2025 is the time to take this further and start getting conversions from customers who just want to stay in the SERPS.
How can Gravity Digital help?
Our ‘small but mighty’ agency is packed with absolute whizzes who are dedicated to bringing success to your business. Whether you’re looking to maintain your SEO throughout 2025 and beyond, or need an entirely new strategy to give your marketing efforts a complete overhaul, Gravity Digital offers down-to-earth digital marketing solutions tailored to your needs.
If you are interested in seeing what we have to offer, feel free to give us a call 01332 416555 or email [email protected]