SEO Trends for 2025
• The growing role of Artificial Intelligence
When you perform a search, Google aims to provide you with an answer that is as specific as possible and aligns with your search intent. AI plays a major role in this. For example, Google is currently working on Google Search Generative AI. With this search method, you can ask a question and immediately receive a detailed answer without having to click anywhere. A new field will appear with the answer or explanation for your search query or question, including links to websites that back it up. These so-called zero-click answers are popular: getting an answer without clicking on a link. This means that organic search results are being pushed further down the page. Your goal is to appear among those source listings. Pay close attention to the questions your customers have and try to answer them as thoroughly as possible.Another AI example that is already available in the Netherlands is Circle to Search: a brand-new, fast way to search.AI works through machine learning: constantly learning from data. Search engines are getting smarter all the time, allowing them to provide increasingly better answers to questions. You want your content to contribute to that.
Generating content with AI may seem like a quick and easy solution. However, you need to be very careful. Search engines are getting smarter all the time. Google wants to avoid content such as fully generated blogs, which results in poor or no search rankings.
• The focus on reliability with E-E-A-T
In the coming years, Google will be focusing on E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness. The core of this is that it’s not just about the user-friendliness of, say, your website, but also about the reliability of the source. How do you apply this E-E-A-T improvement? Google wants to know that content is factually accurate and truly adds value, and the search engine only wants to promote reliable websites. You need to demonstrate that you are an expert in your industry and on the subject, and that you have the authority to write about it. You can do this, among other things, with a strong About Us-page and by showcasing the people behind the company. Reviews of your products or services, as well as demonstrating your affiliation with reputable organizations, can also help. Additionally, create an author profile with more information about the writer’s background and expertise. Finally, a strong backlink profile also contributes to your authority.• Core Web Vitals 2025
Core Web Vitals allow you to measure user experience within Google. These include page load speed, interactivity, and visual stability:- Loading (LCP): interruptions caused by waiting for the website to load.
- Interactivity (FID): delays caused by slow website response times, such as when you click a button.
- Cumulative Layout Shift (CLS): how stable the content on the website is. In other words, the content should not shift unexpectedly.
You can easily measure your site's speed via this website.
• Local SEO remains important
With the rise in mobile searches and queries such as “…near me,” local SEO remains one of the key trends. A practical tip for getting started with local SEO is to make sure your Google My Business profile is complete. Optimize your profile by including your business activity in your business name, filling in as much information as possible, and actively collecting reviews.• Privacy is becoming an increasingly important priority, for example with Google Consent Mode
In recent years, privacy and data security have become increasingly important priorities, including for search engines like Google. Take, for example, the European General Data Protection Regulation (GDPR). One recent development is Google Consent Mode V2, an extension of the existing Google Consent Mode. Using a cookie banner, you request permission to place certain cookies so that you can track user behavior on your website.Learn more about Google Consent Mode V2.
