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The 12 most important SEO keys

Updated guide to SEO keys

In the following article you will find updated statistics on Google ranking factors. How search engines should be used, voice search, video SEO, mobile optimisation, backlinks, Local SEO, keywords and much more.

Updated on 27/12/2024

In December 2022, Google introduced changes to the algorithm that will affect the positioning your website in 2025. It is important to know what the most important search engine in the world has introduced in order to adjust your website and to be able to continue dominating positions in the search ranking.

The SEO positioning is a very active part of digital marketing. Google often changes its ranking algorithms. This helps to make search a better experience for users. This means that every year, the SEO analysts and digital marketers can review search engine optimisation trends. These trends are important to understand how search engines work.

That said, read on to discover the Top 12 SEO keys you should consider for your own strategy. You will also see how to align your strategy with each of them.

Top SEO trends to watch out for in 2023

In 2023 we will value expertise and quality in the development of our content, as well as continuing to provide high performance websites for users. The strategies of SEO have always been important. However, with Google's updates, the evaluation of signals has changed. The determination of quality content is now more accurate and rigorous. It is important that the content complies with the standards of E-E-A-A-T (Experience, Authority, Trust) and Expertise. This helps to rank well in Google search results.

Let's take a closer look at what I mean and how you can meet those standards effectively:

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1. First-hand experience of a subject (the new «E» in EEAT)

Google's algorithmic changes show companies the importance of flexibility, strategic thinking and competitiveness.

Juan Carlos Meneses SEO Analyst at Marketzilla

Google wants the content in search results to be accurate and useful. It also wants it to be made to offer a experience satisfactory user experience. It is important that content creators produce relevant and well-documented material. They should also consider the user's needs and expectations.

So what does «expertise» actually mean? Google wants to see that the content creator has first-hand experience in the topic discussed in the content.

For example, I own Marketzilla SEO Agency. Therefore, I have the authority to see the SEO trends in 2025. However, if I were to make content about paleo diet recipes on a health website, it could affect the quality. I am not a nutritionist and have no experience in health care.

This means that more websites need to look closely not only at who their content creators are, but also at what topics they focus on.

This brings me to the following two trends.

2. Audience-driven content, not traffic-driven content

One of the reasons for this increased emphasis on expertise is because SEO content creation is growing out of all proportion. For example, if a website sells natural products to treat irritable bowel syndrome and is producing blog content about cryptocurrency, Google's crawlers will look askance at such posts.

We must therefore ask ourselves the following questions:

Does such content really benefit the target audience of customers interested in solutions to irritable bowel syndrome?
Is it useful for the web to rank for high volume keywords?.

You can guess what the answer is. The reality is that companies that only seek search traffic will not be successful in 2025. This is because they do not consider what users really want.

Staying within your general topic and industry areas is essential to creating content that deserves a good ranking.

A content planning tool can help you discover relevant industry topics that your target audience is searching for. Enter a keyword and the tool will show you the many semantically related keywords that users are typing into the search bar.

3. Greater emphasis on the author's authority

Another reason for Google's emphasis on experience is the increase in automatically generated content ranking in SERPs. The content that is created during 2023 must be produced by real people and aimed at real target audiences in order to rank in Google.

So what can you do to improve the expertise and authority of your creators this year? First of all, you need to make sure that the people developing your content are true experts. To elevate their experience we recommend the following points:

To enhance the expertise and authority of content creators, it is important to include biographies. These bios should communicate their knowledge and areas of expertise well.
It is also advisable to create author pages where all articles on the website written by the author can be linked to.
Link their social media accounts so that Google can better understand that they are real people and experts through social signals.
Adding author schema is important for SEO in 2025. This can increase the authority and relevance of the content. In turn, this will improve search engine rankings. Below is an example of an author biography. This bio helps to elevate the creator's expertise and authority as a PPC expert.

4. Satisfactory and useful content

In August 2022, Google updated what they call the “useful content”which represents another major algorithm update that will affect how we create content in 2023.

Google has always made it a priority to serve high quality content to users. But its new emphasis on «useful» indicates that users should be «satisfied» with the content they click on in the SERPs.

Quantifying user satisfaction is not easy to measure, so what does Google mean by useful?.

Refers to:

Created for humans, not for search engines.
Appropriate for the target audience.
With which subject or area of the website is relevant.
Created by authorised and experienced content creators.
He has a vast knowledge of the subject he is dealing with.

Creating useful content is easier said than done, therefore:

How can you make your content more useful?

Firstly, focus on quality, not quantity of text. While you probably have a lot of keywords in your 2025 calendar, creating a lot of unhelpful content will not yield good results.

Secondly, you should expand your keyword research to related keywords even if you sacrifice search volume. To do this, consider the following:

What kind of content ranks for specific searches?
What is the word length of such content?
What questions does it answer?
What other sub-themes or related questions does it explore?
What links are included on the page?
Who is the creator?
What is your experience?

Keyword and content research can provide a lot of information about these quality indicators. Don't get confused just because you want more organic traffic.

Check out the search queries in Google Search Console to see what users are searching for and what leads them to particular blog posts.

5. CI.A. content and content writing software

Despite all the 2022 updates focused on combating automatically generated content, the use of AI content is likely to increase further by 2025.

The number of marketing applications that now integrate SEO and AI is only increasing. And it's no wonder because these interactions can be incredibly useful time savers. Most content marketers have used some version of these types of AI content generators in the last year.

Can content writing software be used safely?

Absolutely! Generating content drafts automatically is a big mistake. However, marketers can leverage these tools to help speed up their content workflows and still create original content.

Here are some of the most useful applications of these tools that do not sacrifice the originality or user-orientation of the content:

Summaries of content: Summary tools are useful for copywriters. They help to understand the keywords, The topics and subtopics to be included in its original content.
Content outlines: Using outlines helps writers a lot. It gives them a clear guide for creating useful content. This way, they don't have to rely on artificial intelligence alone to do the job. In this way, we can ensure that the content is informative, complete and relevant to the target audience, following the best practices of SEO.
Content ideas: Tools such as topic generators for blog articles speed up the idea production process. In many cases, the difficulty lies in transferring a search keyword into a useful content idea. These tools help to avoid writer's block.

6. Automation of SEO processes

In addition, by 2025, more SEO tasks will be automated. Digital marketers use enterprise SEO software platforms and tools.

For example:

In the past, in order to automate tasks we had to invest many hours in manual work using spreadsheets. Today we can produce them in one click using keyword research tools. In addition, platforms such as SearchAtlas y Content King detect the keywords for which we and our competitors rank. In addition, they also audit technical problems on websites.

Website assessments can help those less experienced in SEO to identify necessary optimisations and prioritise them appropriately. With the rise of these SEO tools, companies and agencies will be able to work better on tactics. They will then be able to focus more on strategy.

7. Changes in click-through rates according to search result positions

Everything you think you know about CTR has changed.

With infinite scrolling now on mobile and desktop, Google has made it easier for users to search. They can scroll through multiple pages of results to find the content they want.

Over the years, the relationship between ranking and click-through rate has been consistent. Most clicks go to the first three results on page 1 of Google.

In 2025, the CTR could change. Users will be able to navigate more easily through multiple pages of search results. This is due to the infinite scrolling feature that Google has implemented on both mobile devices and desktop.

According to a recent SEMrush study, only 25.8% of searches had no clicks. This suggests that no-click searches are not as bad as previously thought. As Google adds more featured snippets and search features, click-through rates may not change much. This is because there are fewer clicks available.

It is clear that the best goal is to be on the first page. However, being on page two or three is now more useful than before. This is due to the infinite scroll. Therefore, make sure you improve your page titles and meta descriptions. Use features such as outline markup. This will make your content more attractive and clickable in the SERPs.

8. SEO for Ecommerce product pages

In addition, Google continues to reward informative and extensive content. Pages with little content, such as product pages, may improve in 2025. This is achieved by providing more useful details on the page.

Drop-down menus, FAQs and customer reviews are all ways to add additional content to a product page. Adding keywords to the product description is useful. But also think about other questions users may have. These questions can help them decide before they buy.

Do you offer free shipping?
What is the return policy?
Are any warranties, upgrades or add-ons available with the product?
Are there testimonials or customer reviews that can be shown with the product?

These are just a few examples of how to add additional content to a page that is useful and informative to users considering a purchase.

9. SEO Competition Analysis

Looking at competitors is a good way to plan SEO strategy. In 2025, competitor analysis will be easier and more effective. This is thanks to SEO tools.

As Google places more value on the industry and subject matter expertise of websites, it is useful to look at thought leaders. They will help you understand what type of content will rank well in search results.

You can use SEO competitor software to compare competitors' content, backlinks, domain authority and more.

This is a good way to take advantage of your competitors' successful strategies and adapt them to your specific needs. In addition, these tools can also help you identify opportunities to improve your linking strategy.

How to find high DA websites that link to your competitors and discover ways to create similar links for your own website. Overall, competitor analysis can be a powerful tool for improving your SEO and outperforming your rivals in search rankings.

10. Lower frequency of tracking in 2023

Recently, Google has set big climate goals, including making its operational processes run on carbon-free energy by this year. To achieve this goal, Google has been considering reducing the frequency with which it crawls web pages.

Reducing the frequency of website crawling saves resources. This aligns with Google's new sustainability goals for this year. But reducing the crawl rate is likely to affect more update crawls. This is instead of crawls that discover new content. This means it may take longer for Google to take notice of new changes we make to our websites.

11. Image SEO revitalised

Often, companies do not take care of the SEO optimisation of images. However, optimising photos improves their position in Google Images, which can generate extra traffic. In addition, these tools provide opportunities to optimise the content of images and add relevant information about the location of the content. Proper use of these tools helps to increase the visibility and performance of a website in search engines.

Google likes to see alternative text and markup schemes that help its crawlers better understand the content of images. Google also likes to see webmasters who make their content more accessible to all users. Optimising the “ALT text” function on images is essential for people with visual impairments and for users with internet connection problems.

12. Google has placed greater emphasis on high-performing, fast-loading websites.

Since the 2021 page experience update. Although this update looks old, Google didn't finish rolling it out until March 2022. It will continue to improve the signals it uses to tell if a page is high performing for users.

This year, Pagespeed Insights and Core Web Vitals will continue to be essential tools for monitoring and evaluating website speed and performance. Prioritising improvements in loading speed will help businesses. This will increase keyword rankings on all pages of your domain. It will also improve the quality of content.