15 SEO Trends for 2025 and How to Prepare for them

Why is branding important for SEO?

On the one hand, branding generates trust and authority. Users trust recognised and established brands. This leads to CTR rates higher rankings and positive interactions. In 2025, Google will use brand search volume as a signal of relevance more than ever before. Therefore, the more people search for your brand, the more likely you are to rank for generic terms. 

Established brands are less vulnerable to algorithm changes, as they maintain high traffic rates due to customer loyalty. Don't miss our blog because we will expand on how to build a powerful brand from the SEO perspective in another article. 

2. Traffic diversification as a ranking factor

Google is starting to value websites that get traffic from a variety of sources. It is no longer enough to rely solely on organic traffic. Platforms such as YouTube, social media, e-mails y PPC (pay per click) are essential to improve your SEO.

Diversify your traffic sources. Use social platforms and videos to attract traffic, and explore the use of PPC campaigns to generate traffic and increase your brand's visibility. Video creation through platforms such as YouTube will be even more important in 2025. It is important that when you upload videos to your website, you optimise them beforehand on YouTube and upload them including a video schema. 

3. User signals will be more relevant

Although Google has long said that it does not use click-through data to rank sites, it has been leaked that user signals are considered. These include metrics such as how long users spend on your page and whether they manage to complete their goals without quickly returning to the search results. 

That is to say, if a customer lands on a blog url, and in the first few seconds loses interest because the H1 does not match his or her search in SERPsBecause the banner does not match your expectations and quickly returns to the search engine, this affects your ranking terribly.

Improve the user experience on your website, ensuring that visitors can find what they are looking for quickly and without frustration. Sites with a better user experience are more likely to improve their ranking.

4. Content is still key, but links will gain more relevance.

Content remains one of the cornerstones of SEO, but it is expected that the links will gain more weight, especially with the rise of AI-generated content. As more content is generated automatically, Google will prioritise sites with high quality links that demonstrate that their content is valuable, relevant and suggested.

Increase your link building strategy by focusing on getting links from high authority sites. Also, make sure your content is unique, relevant and useful.

5. The rise of AI-powered search engines

The search engines Artificial intelligence-based search engines, such as Generative Pre-trained Transformer (GPT) systems, will start to gain ground against Google. These engines offer a more efficient search experience by providing direct answers, without having to navigate through multiple results.

Start optimising your content for these new search engines, such as Search GPTwhich is already gaining popularity. Experiment with optimising for direct response and creating more structured content.

6. SEO for AI search engines

As AI search engines gain popularity, SEO will have to adapt to optimise sites for these new systems. Being prepared for this transition will be key to maintaining traffic in the coming years. Engines such as Bing AI, Google Bard or Google's upcoming "Search Generative Experience" prioritise contextualisation, structured data and relevant content. 

Research and experiment with optimisation strategies for AI search engines. Although this trend is in its early stages, it is not too early to start testing search engine optimisation techniques. 

Some good tips on how to do this are: 

• Focus on "Search Intent": Identify and optimise content that answers specific user questions. Use tools such as Google Search Console o Semrush to uncover popular consultations.
• Create detailed and useful content: Prioritise the creation of clear and complete answers that directly address the questions. Include lists, steps or in-depth explanations.
• Implement FAQ Schema: Use structured FAQ and HowTo data to help search engines better understand your content and present it as direct answers.

7. AI overviews in search results

Google began implementing AI overviews in its search results, but due to initial failures, it withdrew them. However, by 2025, Google is expected to implement more reliable AI responses in all search results. Adjust your strategy to focus on creating content that can be included in these overviews, which are a new form of direct response provided by Google.

8. AI content will continue to be important

Despite fears that the content generated by the IA is penalised, Google has stated that it will reward high quality content, regardless of whether it is AI or human-generated. As AI content generation becomes more accessible, websites that take advantage of these tools will be able to gain significant traffic.

Use AI to improve your content production, but make sure the quality is not compromised. AI should be a tool to help create relevant and well-written content. To do this, the prompt created for content generation must be very well worked out from a SEO point of view. Keywords, readability through transitional words, short and direct sentences. 

Prior to the production of the prompt, it is essential to carry out a good research of the best positioned urls from the point of view of content and of Onpage SEO. 

9. Scalable content generation with AI

AI-generated content will be able to adapt to generate massive volumes of material. optimised for SEO. This content will help to update old web pages and generate new articles without much manual effort.

Implement AI tools to generate content on a large scale, but be sure to check the quality and relevance of each piece. Use AI to improve your content strategy without sacrificing authenticity.

10. Reddit will lose traffic

Reddit has benefited from an increase in traffic due to its high ranking in search results, but vote manipulation and poor user experience have begun to cause Google to adjust its strategy.

If you use Reddit to generate traffic, look for alternatives. Explore other platforms and social networks to diversify your traffic sources.

11. The big sites will dominate the rankings

It is expected that large sites such as The New York Times and other high authority portals continue to dominate the search results. This will be due to their ability to generate high quality content and obtain highly relevant links.

If you are in a small niche, it will be critical to build solid authority, get high quality links and work on your web presence to compete with these big players.

12. Diversification into e-commerce and lead generation

Due to fierce competition in affiliate SEO and the difficulty of getting good results, many SEO specialists are moving into sectors such as e-commerce and lead generation. If you're still concentrating on affiliate SEO alone, it's time to explore new opportunities in e-commerce or lead generation. These areas are experiencing rapid growth and could offer you new revenue streams.

13. Technical SEO will be more important than ever

It will be extremely important that your website is correctly constructed technically so that it can be indexed without errors. This includes structured data, a well-organised sitemap, a logical and structured interlinking strategy. In addition, clean code can significantly improve the way search engines crawl and understand your site.

Accessibility is also crucial. Search engines emphasise user-friendly experiences, including accessible design and functions. The speed of loading and Core Web Vitals are ranking signals that impact mobile users. Websites that load slowly or offer a poor mobile experience will struggle to rank.

A major focus of technical SEO in 2025 will be on platforms that rely heavily on JavaScript. Rendering issues prevent engines from indexing your content correctly. Ensuring proper server-side rendering or resolving JavaScript-related issues will be crucial to maintaining visibility in search results.

The good news is that both Google and Bing offer useful checklists to guide your technical SEO efforts. Be sure to regularly review recommendations from Bing Webmaster Tools and Google Search Console (although the latter is not yet available to all users).

14. AI from an SEO perspective

Artificial intelligence (AI) has revolutionised the world of SEO with a variety of tools that promise to automate tasks, improve efficiency and enhance strategies. However, relying too heavily on these tools can lead to unintended consequences and standardisation that limits differentiation.

Why experience is key

Google has emphasised the importance of experience with its recent addition of the "E" in E-E-A-A-T (Experience, Expertise, Authority and Trust). This highlights the need to bring value and originality to content, something that generative AIs alone cannot achieve. Blind reliance on these tools can stunt key skills such as critical analysis and problem solving based on real-world experience. 

15. E-E-A-A-T and the drive for originality

In 2025, establish E-E-A-A-T (Experience, Expertise, Authority and Trust) will continue to be fundamental to SEO success. The key will be to prioritise originality and to stand out through your own data and experiences.

The role of originality in SEO

Google has demonstrated its interest in rewarding original content creation with metrics such as the "OriginalContentScore," mentioned in leaked API documents. This underlines the importance of:

• Customer reviewsThey are a powerful tool to validate trust in your brand.
• Original researchOwn research provides unique data that highlights your content.

Unique perspectivesInsights based on real experience bring authenticity and authority.

Harnessing originality

1. Customer behaviour analysis:
   • It examines internal search queries, product usage patterns and transcripts of support and sales calls.
   • Identify gaps in your current content and key topics that resonate with your users.
2. Content creation and updating:
   • Based on the above analysis, develop new content and improve existing content to align it with user needs.
3. Highlighting the human experience:
   • Highlight real stories and success stories behind your content. This adds a layer of authenticity that both users and search engines value.

Importance of verifiable authorship

Google has increased its recognition of content creators. Verifiable authorship will be essential to stand out in 2025so you should make sure to:

• Update and enrich the authors' biographies on your website.
• Include credentials and links that validate your experience.
• Link authors to specific content to build authority and trust.

SEO Action Plan

1. Revitalise author biographiesMake them complete, compelling and aligned with your brand values.
2. Leverage internal dataUse your company's unique data to create unique and relevant content.
3. Build authenticityShow the human experience behind your brand.

In a landscape where originality is more important than ever, highlighting your expertise and building trust through authentic content will be the key differentiator for conquering search engine rankings in 2025.