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    2025 SEO Trends

    2025 SEO Trends


    1. Humans & AI Will Work Together to Produce Hot Content

    After Google rolled out its Helpful Content Update, SEOs and content writers alike learned the potential negative implications and effects of AI-generated content. But, more so, they learned the importance of high-quality content that truly helped users find answers to their questions.

    The framework of helpfulness experience, expertise, authority, and trust– is the foundation of crafting that high-quality content, and ensuring that a piece of content meets each of these standards will become even more important as we continue to adapt to new technologies and leverage AI as a tool, rather than a crutch, when it comes to content writing.


    As we figure out the nuances of using AI tools to help support content creation workflows, it’s likely that AI-generated content will become more common. Since we’ve understood the real penalties, however, of simply churning out AI-generated content, publishing it, and hoping for the best, our workflows will adapt to include heavy human influence and editing to build content that’s helpful and meets established these standards.

    2. AI Tools Will Continue to Evolve to Support SEO Strategy

    AI tools go beyond content generation. As more SEO platforms incorporate tools with AI capabilities, these features can not only identify potential issues – on both the technical and content side – but they can also suggest solutions. With this sort of real-time analysis and identification, SEO platforms and the experts who use them can begin to become more proactive with their strategies rather than constantly monitoring technical status or metrics and reactively suggesting fixes.

    These AI enhancements will be particularly useful to small businesses or small teams that have limited resources to devote to SEO improvements, or who may not have specialized SEO knowledge. With more detailed suggestions for title tags, meta descriptions, and other key aspects of technical and on-page SEO, teams can more easily and quickly ensure that their SEO foundation is strong and focus more energy on innovating or testing new strategies.


    What You Should Do: Take stock of the current SEO platforms and tools you’re using and any of the AI-enhanced features and capabilities they offer. Ensure that you have AI tools in your toolkit that can truly support the efficiency of your strategy and implementation.

    3. Video Will Dominate as a Favored Type of Organic Content

    “Content” now means so much more than the written word. It encompasses all different forms of media, and including a variety of media – especially video – in your organic content and SEO strategies will be a key component of success in 2025.

    Attention and engagement are now the name of the game, and very little content is as attention-grabbing or engaging as video. It’s interactive, and it’s a medium of vast opportunity for brands to showcase their identities, their mission, and their value propositions.

    Google recognizes this, too. The search engine prominently features YouTube videos, and now even TikTok videos sometimes, in its search results. It’s an entirely new environment where brands can focus on their visibility and how they’re being featured.

    Here we can even see a YouTube video being pulled into AI Overviews:

    What You Should Do: Prioritize producing video content for your brand that you can share across multiple platforms. Consider accessibility through captions and auto-generated transcripts to reach a larger audience and enhance indexability. Host your videos on YouTube or use VideoObject to boost the possibility of Google returning your video in search results.

    4. Reputation Management Will Eclipse Traditional Backlink Building

    Backlink building has long been a cornerstone of SEO strategy when it comes to improving your domain rating and your organic rankings. There’s always been a fine line, however, between building your backlinks in a healthy way and taking a spammy approach. It was easy to get penalized for using black-hat link building practices. On top of that, your backlinks aren’t bringing much additional value to your users – it’s a lot of work, for a small, incremental reward.

    Over the course of 2025, reputation management and digital public relations (PR) practices will be the new approach. Reputation management goes beyond backlink building and focuses on creating a holistic online presence through helpful content that proves to be worth referencing within your industry.

    These strategies will re-center users and help address core concerns: how people perceive your brand, how you build trust with your target audience, how you inspire loyalty in customers, and how all of these pieces can drive additional conversions.

    Building a strong brand presence and following will also be a key part of effective reputation management, as this will help ensure a strong base of consumers who support your brand and can voice their support to other potential customers.

    What You Should Do: Focus on where your brand is an expert and can offer a unique and helpful perspective. Center your content around those areas, emphasizing topics where you can really bring additional value to your current customers and potential new customers. Engage with your audience on social platforms to boost interest and loyalty and strengthen your brand presence.