The world of SEO seems to have been turned upside down over the last year, with more changes than most of us could have imagined. But what's in store for 2025? What will SEO look like by this time next year?
Here are Honchōs predictions for key trends and developments in SEO during 2025:
1. Search Alternatives and Google's Antitrust Trial
Google dominance in search is under scrutiny, with antitrust trials potentially leading to increased competition. If competitors gain access to Google's data, we could see a diversification in search platforms, which would require tailored SEO strategies for each.
If this is the case, flexibility is vital. As always when it comes to SEO, we're constantly monitoring search engine developments and maintaining vigilance.
2. AI as an Assistant: The Pros and Cons
Artificial Intelligence (AI) is revolutionising SEO, offering us tools that streamline tasks like data analysis. However, over-reliance on AI and using AI for content creation can also lead to generic outputs, which diminishes originality. It's important to find a balance between efficiency and human-based creativity to produce unique and engaging content.
3. E-E-A-T and the Push for Originality
Google's emphasis on Experience, Expertise, Authoritativeness and Trustworthiness, more affectionately known as E-E-A-T, is ramping up. Original, helpful content that showcases genuine expertise is essential. Brands should highlight author credentials and provide unique insights to build trust with both the audience and Google to improve rankings.
4. Focus on the User Rather than Keywords
We predict that user intent will become, quite frankly, the cornerstone of SEO. Understanding and addressing the needs and behaviours of your audience is, of course, far more effective than traditional keyword stuffing. This approach enhances user experience and aligns with search engine algorithms prioritising relevant, valuable content.
5. Zero-Click Searches
The rise of zero-click searches, where users find answers directly on the search results page, rather than having to click through to a website, is reshaping SEO strategies. Optimising for features snippets and AI summaries, by providing concise, informative content can help capture visibility in SERPS.
6. AI Overviews and AI Ads
According to Google, brands don't need to do anything particular to benefit from AI Overviews. "AI Overviews appear in Google Search results when our systems determine that generative responses can be especially helpful - for example, when you want to quickly understand information from a range of sources, including information from across the web and Google's Knowledge Graph. No action is needed for publishers to benefit from AI Overviews." - Google Search Central.
This means that brands should continue what they're already doing to rank well on the SERPs to rank for AI-powered search.
Multiple studies have found that the higher a webpage ranks on the SERP, the higher than chance it has of being included in Google's AI Overviews.
Google AI Overview Ads have also already launched on mobile to U.S. users, however very few users have reported seeing said ads thus far.
AI Overview Ads appear directly underneath the organic AI-generated answer in the AI overview and appears like a typical Shopping Ad, underneath a 'sponsored' label.
Google has explained that AI Overview Ads will appear when a user's question has a commercial angle and therefore a product or service may be relevant for the response. Makes sense, right?
However, they're currently not yet offering any additional forms of reporting, so you won't know how your AI Overviews Ads are performing. Advertisers can continue to consult the Search Terms Report, as usual.
7. Technical SEO is More Important Than Ever
Tecnical SEO, such as site speed, mobile optimisation and structured data are not nice-to-haves for user experience, they're also crucial for SEO. Ensuring your website is technically sound enhances search engine crawlability, which ultimately leads to better rankings. Regular audits and updates are essential to keep up with technical requirements.
If you'd like to arrange an audit for your site, send us a quick message here.
Adaptability is Key
SEO is in a constant state of flux. Ultimately, success in 2025 hinges on the ability to learn and adapt quickly. Staying up to date with industry trends, Google updates, new technologies and maintaining a user-centric approach will be vital for SEO in 2025.
Looking for help with your content strategy or with SEO? Get in touch now.
Lottie Hippisley
