SEO in 2025: Expert predictions you need to know
Looking back at the whirlwind of 2024, it's clear that the SEO industry has never been more dynamic. From AI advancements to groundbreaking legal rulings, these shifts set the stage for an even more transformative 2025.?
?? To loop you in, here is some of the biggest SEO news from 2024 that will shape the future:?
We’ve asked several trusted experts for their insights into what’s happening next in SEO in 2025 and featured their insights in our latest blog post on yoast.com. Here, we’ll highlight the main themes and insights from key experts!
The role of AI in SEO
AI is revolutionizing SEO, offering both opportunities and challenges.
Arnout Hellemans , SEO & Analytics Consultant, warns that while AI will “massively transform SEO strategies,” search engines are becoming more selective, leaving out generic AI-generated content. His advice? Focus on creating unique, valuable material with human oversight to keep your content engaging and relevant.
Lily Ray VP, SEO Strategy & Research at Amsive, highlights AI’s potential to streamline workflows, from generating metadata to producing insights at scale. However, she cautions against over-relying on AI for mass content production, advocating for a balance between human creativity and AI efficiency.
Kevin Indig , Independent Growth Advisor, believes AI and no-code tools will empower smaller SEO teams to achieve larger-scale impact. By shifting from campaign-level work to creating scalable workflows, teams can amplify their results while reducing manual effort.
Jes Scholz , Consultant & SEO futurist, emphasizes that AI will impact traditional search. She suggests that those willing to innovate and adopt cutting-edge strategies will succeed. She also highlights the growing importance of brand building on AI-powered platforms as these technologies influence search behaviors.
Johnny Herge , Digital Marketer at Amsive, predicts that by 2025, content writers will increasingly use AI for tasks beyond writing, such as coding and data analytics. AI will simplify these processes, enabling writers to create scripts that analyze and organize data, providing advanced, quantifiable insights that were once dependent on specialized skills.
Diversifying visibility beyond Google
As search diversifies, SEOs must look beyond Google to remain visible.
Arnout recommends exploring alternative platforms like ChatGPT, Claude, and Brave Search. As zero-click searches rise, visibility across AI-powered and non-traditional search engines will become crucial.
Carolyn Shelby , Principal SEO at Yoast, emphasizes the importance of maintaining consistent messaging across platforms like TikTok, Reddit, and ChatGPT. She predicts success will come from a unified brand voice and diversified visibility.
Gus Pelogia , Senior SEO Product Manager at Indeed, adds that being cited in AI Overviews may soon outweigh traditional clicks. This means positioning your brand as a trusted source in AI-generated search results, which can influence user decisions without direct website visits.
Video content takes center stage
Video is quickly becoming a cornerstone of SEO strategy.
Mark Williams-Cook , SEO Director at Candour, suggests adopting a video-first approach. Businesses create engaging video content that can be repurposed into articles and shared across multiple platforms. Video is fast to produce and harder for AI to replicate, making it an ideal format for standing out.
Lily notes Google’s increasing prioritization of video content across Search, Discover, and other surfaces. She recommends using VideoObject structured data to optimize for this and connect your videos to search results.
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Adapting to zero-click searches
As zero-click searches become more prevalent, SEOs must adapt to new strategies for maintaining visibility.
Aleyda Solís , SEO Consultant, Speaker & Author, stresses the importance of brand optimization, including targeting branded queries and leveraging structured data. She explains that Google favors authoritative brands, so building trust and credibility is more important than ever.
Kyle Risley , Senior SEO Lead at Shopify, advises activating new traffic channels like TikTok and YouTube to combat declining clicks in traditional search. These platforms are growing as starting points for user journeys, offering untapped opportunities for engagement.
Building brand authority
Building a strong brand presence is non-negotiable in an era where trust is key.
Arnout encourages businesses to focus on proper marketing and fostering loyal audiences. Social media platforms and alternative search channels can help maintain visibility and engagement even as SERP clicks decline.
Gareth Hoyle , Managing Director of Marketing Signals, highlights the growing importance of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness). He explains that Google will increasingly prioritize content that reflects human expertise and a strong brand identity.
The future of local SEO
Local SEO continues to evolve, and small businesses must stay on top of these changes.
Arnout underscores the value of keeping Google Business Profiles up-to-date. Regular updates and authentic customer reviews can boost local visibility and attract more customers.
For businesses seeking to stand out, Gareth points to the power of video in showcasing services and building trust with local audiences.
Leveraging SEO communities
SEO is no longer a solo endeavor. The rise of global SEO communities offers support, knowledge, and opportunities for professionals to grow.
Jo Juliana Turnbull , Founder and Consultant at Turn Global, notes that communities like Women in Tech SEO, The FCDC, and the DMU (a community for freelancers) are invaluable for sharing insights, staying informed, and building networks. By participating, SEOs can stay ahead of industry changes and collaborate with like-minded professionals!
Looking ahead to 2025
From AI innovations to video-first strategies, the SEO landscape is shifting rapidly.
Alex Moss , Principal SEO at Yoast, believes that SEOs bring a unique understanding of the digital ecosystem far beyond traditional marketing. The future of SEO is exciting, and this means that their skillset will need to expand further yet again, practicing through experimentation.
Experts agree that adaptability, creativity, and a focus on trust and authority will be key to thriving in 2025.
How are you preparing for the future of SEO? Share your thoughts in the comments below!
Head over to our Yoast blog to read the full article in this post!
Event Director
1 个月AI and video are game-changers for SEO. How do you think brand authority will evolve in the next few years?
Fantastic insights! The shift towards AI, video, and brand authority in SEO is exciting yet challenging. Great to see expert predictions shaping strategies for 2025.?