The world of SEO, search engine optimization, is changing constantly. We wrote a blog about SEO trends in 2024 earlier. We took another look at those and are checking what the new developments are for next year. What is on the agenda for 2025 when it comes to SEO trends?
SEO trends for 2025
• The growing role of artificial intelligence
Google wants to give you the most specific answer possible to a search query, matching your search intent. AI plays a big part in that. Google is working on Google Search Generative AI, for example. With this way of searching you can ask a question and get an extensive answer straight away, without having to click. You see a new field with an answer or an explanation for your search query or question, including links to websites as proof. These so-called zero-click answers are popular: getting an answer without clicking a link. This means the organic search results shift further down the page. Your goal then is to be among those cited sources. Listen carefully to the questions your customers have and try to answer them as well as you can.
Another AI example that is already available in the Netherlands is Circle to Search: a completely new, fast way of searching.
AI works through machine learning: constantly learning from data. Search engines keep getting smarter, which lets them give better and better answers to questions. That is what you want your content to contribute to.
Generating content with AI looks like an easy and fast solution. Still, you need to be very careful with it. Search engines keep getting smarter. Google wants to avoid content such as fully generated blogs, which means it produces poor search positions or none at all.
• The focus on reliability with E-E-A-T
Over the coming years Google is putting the focus on E-E-A-T: Expertise, Experience, Authoritativeness, Trustworthiness. The core of that is that it is not only about how user-friendly your website is, for example, but also about how reliable the source is. How do you apply this E-E-A-T improvement? Google wants to know that content is factually correct and genuinely adds something, and the search engine only wants to promote reliable websites. You have to show that you are an expert in your industry and on the topic, and that you have the authority to write about it. You do that partly with a strong about us page and by showing the faces behind the company. Reviews of your products or services help too, as does showing that you are affiliated with reliable organizations. On top of that, set up an author profile with more information about the writer’s background and knowledge. Finally, a strong link profile also contributes to your authority.
• Core Web Vitals in 2025
Core Web Vitals let you measure user-friendliness within Google. Think of loading speed, interactivity and visual stability:
- Loading (LCP): interruptions caused by waiting for the website.
- Interactivity (FID): interruptions caused by a slow response time from the website, when you press a button, for example.
- Visual stability (CLS): how stable the content on the website is. Content should not jump around unexpectedly.
In 2025 that user-friendliness will only become more important. If your website or webshop does not meet the requirements, you will end up lower in the rankings.
You can easily measure your site’s speed on this website.
• Local SEO remains important
With the rise in mobile searches and searches such as ‘… near me’, local SEO remains one of the important trends. A practical tip for getting started with your local SEO is to make sure your Google My Business profile is complete. Optimize your profile by putting your activity in your business name, filling in as much information as possible and actively collecting reviews.
• Privacy is climbing the agenda, including with Google Consent Mode
In recent years privacy and data security have been climbing the agenda, including at search engines such as Google. Look at the European General Data Protection Regulation (GDPR), for instance. One new development is Google Consent Mode V2, an extension of the existing Google Consent Mode. With a cookie banner you ask permission to place certain cookies, so that you can track user behavior on your website.
A professional, easy to find website from JKC Media
When you have a website developed by JKC Media, we take all of the points above into account. However beautiful your website is, it also has to be easy to find. Are you running into problems such as few leads, poor visibility or not reaching the right audience? With SEO you build up your visibility through elements such as content, technology and authority.
