The Current Landscape of SEO

Search Engine Optimization is and will always be an evolving form of marketing. What worked 5 years ago no longer holds weight and what works now may be completely different in two years. One thing that will always remain constant is to see success on any search engine, you must take a proactive approach and always be willing to adjust and tweak your strategy.

In a world where artificial intelligence and algorithms are improving at a faster rate then any technology we’ve ever seen, it’s important to know what to expect in 2025, which is why we will dive into exactly what you need to be implementing to stay ahead of the game in terms of rankings and garnering high quality traffic.

AI and Machine Learning In Search

As you may have noticed, when a user types in a question google, there is this new amazing feature where your question can be directly answered in a similar fashion to ChatGPT. This new feature is called the “Search Generative Experience” (SGE). This is one of the biggest changes Google has made to the search experience in quite some time. The real question is, what does this mean for business owners and for people who are trying to attract new traffic?

This new feature will and should cause a major shift in overall strategy and targeting for any seo project. A prominent strategy amongst marketers is to target educational keywords to capture attention early in the buying process. Our prediction is that SGE will essentially make this strategy obsolete since AI will be able to answer any questions in a conversational structure which is far more ideal than clicking through to a website. With that being said, as of now, when users are searching for keywords that are directly correlated with a buying action, websites in the organic and sponsored positions will continue to prosper. Will google’s new ai feature ever replace the rankings for buying related  keywords?

May be.. That’s why you need to start optimizing your website to be favored by algorithms and seo will be more important than ever. A great way to do this is by creating valuable content based on relevant topics rather than relevant keywords, acquiring high-authority backlinks to increase trust on google and having top tier on-page seo.

Voice Search and Conversational AI

There has been quite the increase of voice related searches and AI assistants, it’s definitely something to analyze. People are starting to feel more comfortable using these types of features and the main reason for this is because as humans we desire conversation. These voice related searches do exactly that. How can we take advantage of this and position ourselves to be in front of these types of searches?

Long-tail keywords are the answer. Picture this, someone is looking to hire an SEO agency to perform SEP related activities. Traditionally this user would type the query in google and be extremely direct with what they're looking for, ex: “SEO company near me”. Now with voice searches, this query would be much more conversational and look something like this “what are some good SEO companies near me”.  This subtle but very important difference in search can make the difference for your website to show up or to not show up.

When creating content on your website, it must sound natural because AI can understand context meaning keyword stuffing will not be effective. Not only does your content need to sound natural but it also needs to answer direct questions. Well how can you actually implement this strategy on your website? You can do this by using FAQ sections, structured Q&A content, etc.

One more very important tip here to actually optimize for these types of searches is to implement schema markup code. This helps search engines better understand your content and can allow google to actually perform some desired actions like:

• FAQ Schema: Helps google pull questions and answers directly from your website
• How-To Schema: Works great for step by step guides and explaining how do things
• Speakable Schema: Allows voice assistants to read certain important pieces of content out loud

E.E.A.T and Backlinking quality in 2025

With AI gaining popularity, content has never been easier to generate with just the snap of your fingers. The question is, what type of impact does this have in terms of rankings. As of right now google uses a system to essentially rate content to see if it’s worth the top rankings (E.E.A.T). Experience, expertise, authoritativeness, and trustworthiness. These factors allow google to favor content that’s created by humans over artificial intelligence. Well how does one even implement this into their website?

First let’s start with the experience factor, a great way to show google that your brand has the necessary experience, you can showcase case studies, use real authors related to the subject and utlize their bio’s, quote professionals from the field. Expertise is essentially the identical process of showing google your experience. Authoritativeness can be shown in many different ways but the most effective method is by acquiring high-authority backlinks which most SEO companies can do effectively. Google uses backlinks as a measurement of trust, when the algorithm sees other websites linking to yours, it really gives your website the necessary social proof required to rank high on google. The final aspect is trustworthiness and it’s quite clear, is the information accurate, is the information unbiased, is the information transparent. With these factors in mind while creating content in 2025, you are set for success.

To touch on backlinking again, once your amazing content has been created, it is extremely important to actually garner some backlinks towards the content. Content without backlinks means nothing. Google needs to see some user activity before showing it to the world and backlinks are really the main activity Google is looking to see. When it comes to backlinks it’s always quality over quantity. Well what defines a good backlink? Domain Authority. Domain authority is essentially the trust score of a website, the higher the trust score the more valuable the backlink is, the lower the trust score the less valuable the backlink is. You want to avoid getting backlinks from low authority websites because this can actually harm the performance. Every year, Google puts more and more emphasis on the quality of your backlinks so if you want to dominate on Google in 2025, pay close attention to the domain authority score which can be found on SemRush.

Zero-Click Searches and SERP Features in 2025

What is a zero click search? A zero click search is simply when a user performs a search and can receive the intended solution with zero clicks required. With Google’s new AI insights / SGE system, this is starting to happen much more frequently when it comes to queries. As a business owner/website owner, you need to understand how to capitalize on this recent change.

Right below this new AI feature on google, there is a section we like to call PAA. This stands for people also ask. This is where we can start fighting for positioning. Research and data suggests that when users utilize the AI feature, there’s an extremely high probability of them perusing over to the PAA section for more insight. How can we get featured in this section? Well-structured content is key, FAQ sections, proper schema implementation, etc.

The key takeaway from this SEO trend of 2025 is quite simple, owning SERP real estate in the PAA section is key, well-structured content that AI can easily understand is essential, and building brand authority through these types of searches is key.

How To Do Local SEO in 2025

As a local business, ranking high on google can make or break your business. High rankings offer consistent customers and can seriously amplify your brand within your service area. Local search engine optimization is also a form of art in itself, from optimizing your google business profile to acquiring citations, it’s an extremely important step for the success of any local business.

Optimizing the google business profile in 2025 requires a few things:

• Consistent NAP Information: ensure your name, address, and phone number remain consistent. This shows google stability
• Fast Mobile Page Speed: most voice searches happen on mobile devices, slow loading times result in poor voice search results which is on the uprise.
• Local Citations: Get listed on local directories such as Yelp, Bing Places, Apple Maps, etc. This gives your listing the trust and social proof it needs to perform well.
• Conversational Keywords: Make sure to target conversation / long-tail keywords to better match conversational searches.
• Schema Markup Code: Adding local business schema markup code will essentially allow google to understand your business much better, this will result in better rankings naturally.

Conclusion

SEO in 2025 is definitely much different than it’s been in the past and this isn’t a bad thing at all. The search experience is evolving for the better and this gives proactive individuals another opportunity to separate themselves from the crowd. If you’re willing to put the effort into creating valuable content, acquiring a high authority backlink, creating with algorithms in mind, you will be able to see success. On other hand, if this seems like too much work, visit our SEO Page and schedule a free website audit and we can take care of this for you.

You may also be wondering if this is trustworthy, results backed information, check out some of our case studies to see our success with search engine optimization.