Future of SEO: 13 SEO Trends You Can’t Miss in 2025
Get Your Free Website Audit
($3,000 Value)
- Uncover performance issues
- Identify SEO opportunities
- Security gaps, and quick wins
Table of Contents
- Key Takeaways
- Latest SEO Trends and How You Should Prepare
- 1. AI Overviews
- 2. Zero-Click Searches
- 3. E-E-A-T & Brand Signals
- 4. Multi-Channel Optimisation
- 5. User-Generated Content (UGC) and Forums
- 6. Answer Engine Optimisation (AEO)
- 7. Visual and Voice Search
- 8. Video Content for SEO
- 9. User Experience (UX), Mobile Optimisation, and Core Web Vitals
- 10. Focusing On User Search Intent
- 11. Topical Domain Authority
- 12. Local Search Results
- 13. AI Generated Content
- Conclusion: Adapt or Get Left Behind
- How Can WP Creative Help?
- Future of SEO FAQs
SEO as we knew it is dead. AI has completely rewritten the rules, and what worked last year might already be outdated.
Zero-Click Searches are taking over, AI Overviews are reshuffling rankings, and voice search is forcing brands to rethink content. The Future of SEO isn’t about chasing algorithms anymore, it’s about understanding how AI shapes search behavior and adapting before it’s too late.
We’ve been testing and adapting to these changes. But what about you? Stick around as we break down the 13 SEO trends for 2025 that you can’t afford to ignore.
Key Takeaways
- AI and machine learning enhance search engines’ understanding of user intent for better results.
- Google prioritises E-E-A-T, emphasising ethical, high-quality, authoritative content.
- AI tools like ChatGPT are making SEO more conversational, shaping queries and strategies.
- Zero-click searches are rising, making structured data and direct answers essential.
- SEO now extends beyond Google to social media and user-driven platforms.
Latest SEO Trends and How You Should Prepare
1. AI Overviews
AI overview, formerly known as Google Search Generative Experience (SGE) provides users with AI-generated summaries at the top of search engine results pages (SERPs). These summaries gather information from various sources, giving users quick, clear answers without needing to click on multiple websites.
Since its introduction in 2024, AI Overviews have raised concerns about declining click-through rates (CTR). However, AI overviews are already causing a decline in organic clicks, with early reports estimating a drop of 18-64% for affected queries. Currently, around 15% of SERPs, feature AI Overviews, and this number is expected to grow in the coming years.
How to Prepare for AI Overviews in SEO
- Focus on concise, clear answers to commonly asked questions
- Use structured data (schema markup) to help search engines interpret your content.
- Regularly update content to maintain relevance and freshness.
- Build authoritative backlinks to improve content credibility.
- Optimise for mobile devices to ensure a seamless user experience.
- Leverage data analysis tools like Google Search Console to monitor AI-driven traffic shifts.
2. Zero-Click Searches
Zero-click searches occur when users find the information they need directly on the search engine results page (SERP) without clicking any website links. According to the 2024 Zero-Click Search Study by SparkToro, which analysed millions of search behaviours, many search queries result in zero clicks, with 59.7% of Google searches in the EU and 58.5% in the US falling into this category.
Similarly, a Semrush study revealed that 57% of mobile searches and 25% of desktop searches worldwide also end without a click. This means these searches are becoming increasingly common due to Google’s enhanced SERP features like featured snippets, local packs, and knowledge panels. These tools satisfy user intent by giving users quick, easy answers; no clicks are required.
For example, searching for a celebrity like “Kurt Cobain” instantly displays details about his age, songs, and movies without needing to click on any website.
How to Prepare for Zero-Click Searches
- Optimise for featured snippets by providing direct answers.
- Use schema markup to enhance content readability for search engines.
- Target long-tail and question-based keywords.
- Provide concise answers at the top of your pages.
- Build quality backlinks to boost authority.
- Diversify traffic via social media and email marketing.
3. E-E-A-T & Brand Signals
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and strong brand signals are key factors in Google’s ranking algorithms. Search volume for “E-E-A-T” has surged by 344% over the past five years, reflecting its growing importance. As search engines become more advanced, Google increasingly prioritises content from trustworthy sources with a strong brand presence.
For example, websites with high organic traffic but little brand recognition are often deprioritised. By focusing on brand-building and expertise, businesses can improve their chances of securing featured snippets and AI Overview spots on search results.
Source: Fat Joe
How to Prepare for It
- Highlight authors with expertise and relevant experience in your content.
- Build a strong brand presence across social media platforms like YouTube, Instagram, and Facebook.
- Publish in-depth, accurate content that demonstrates expertise in your niche.
- Secure high-quality backlinks from authoritative websites.
- Include author bios to show credentials and experience.
- Host live events or webinars to establish your brand in the community.
- Use consistent branding across all platforms to increase recognition.
4. Multi-Channel Optimisation
Relying solely on search engines like Google is no longer enough to reach today’s digital consumers. Younger generations, especially Gen Z and Millennials, increasingly turn to social media platforms for product discovery and information. A recent study found that 77% of social media users explore products or brands they encounter on these platforms.
Additionally, 31% of consumers use social media to find answers to their questions. This shift underscores the importance of maintaining a strong presence across multiple online channels.
How to Use It
- Optimise social profiles with relevant keywords and hashtags.
- Create video content for platforms like TikTok, Instagram, and YouTube Shorts.
- Embed social media videos in blog posts to drive engagement.
- Use social platforms for product discovery and direct user interactions.
- Invest in multimedia content such as videos, podcasts, and newsletters.
- Track and analyse search patterns and engagement metrics to refine strategies.
5. User-Generated Content (UGC) and Forums
User-generated content (UGC) is reshaping how brands connect with their audiences. People are turning to platforms like Reddit and Quora for real-life advice and experiences, driving their massive growth. For example, Reddit’s organic traffic grew 603.41% between June 2023 and 2024, while Quora saw a 379.33% increase during the same period.
According to Sistrix, 48.9% of Reddit.com’s rankings appear in the top 10 Google search results, and since July 2023, Reddit has experienced a staggering 1,328% increase in SEO visibility on Google.
This rapid growth shows that users value real-life experiences and discussions, making UGC an essential strategy for improving SEO and building genuine connections.
How to Use It
- Be active on platforms like Reddit and Quora by joining relevant conversations.
- Encourage customers to share reviews, testimonials, and experiences.
- Create a space for open discussions, like a community forum or social group.
- Feature UGC on your website, such as user stories or FAQs based on real feedback.
- Optimise your content for keywords and topics trending in forums.
- Monitor forums to stay updated on user concerns and tailor your strategy.
6. Answer Engine Optimisation (AEO)
People want quick and accurate answers, and Answer Engine Optimisation (AEO) is how you ensure your content delivers just that. AEO focuses on optimising content for AI-powered tools like chatbots, voice assistants (Alexa, Siri), and search engines such as Google’s SGE and Bing’s chatbot. These platforms prioritise direct answers, meaning your content needs to be clear, concise, and ready to meet user needs immediately.
A study by ComScore predicts that by 2025, 50% of search queries will be voice-based. This means businesses have a huge opportunity to optimise their content for conversational queries and voice searches. By aligning your strategy with AEO, you ensure your content is discoverable, relevant, and accessible, meeting the needs of users who want instant answers.
How to Optimise for AEO
- Use conversational, question-based keywords.
- Provide clear, direct answers to common queries.
- Format content with bullet points, lists, or short paragraphs for snippets.
- Add schema markup to improve search engine understanding.
- Target SERP features like “People Also Ask” and featured snippets.
- Research trending questions with tools like Semrush or Google Keyword Planner.
- Add FAQs to address multiple search queries in one place.
7. Visual and Voice Search
Voice and visual search are becoming essential tools for users to find information quickly and intuitively. Voice search, often used for quick fact checks, local queries, or hands-free tasks, has gained popularity with advancements in AI-powered assistants like Siri, Alexa, and Google Assistant. Recent data shows that approximately 20.5% of people worldwide use voice search in 2024, highlighting its widespread adoption.
Slow website wasting your marketing spend?
- Uncover performance issues
- Identify SEO opportunities
- Security gaps, and quick wins
Meanwhile, visual search tools like Google Lens are transforming shopping, navigation, and information retrieval. The visual search market is projected to reach $32.98 billion by 2028, growing at a compound annual growth rate (CAGR) of 17.5% from 2018 to 2028.
How to Use It
- Optimise content for local and conversational keywords.
- Use structured data to improve voice search visibility.
- Ensure your website is mobile-friendly to support visual search.
- Optimise image SEO with descriptive filenames and alt text.
- Include high-quality images paired with detailed content on your pages.
- Target FAQs and direct answers for voice search queries.
- Test visual search functionality with tools like Google Lens to improve results.
8. Video Content for SEO
Video SEO involves optimising video content to rank higher in search results on platforms like Google and YouTube. With video consumption reaching record levels, the number of global digital video viewers is projected to hit 3.78 billion by 2024. According to Wyzowl’s 2024 report, 91% of businesses now use video as a marketing tool, and 82% of people say watching a video has convinced them to make a purchase.
With features like video snippets and carousels now appearing in Google search results, video SEO is no longer optional, it’s a critical strategy for businesses looking to stay competitive and connect meaningfully with their audience.
How to Use It
- Conduct YouTube keyword research to identify relevant keywords for titles, descriptions, and tags.
- Create eye-catching thumbnails using tools like Canva to improve click-through rates.
- Write detailed video descriptions and add metadata with target keywords.
- Add transcripts to make videos accessible and improve search engine rankings.
- Use checkpoints or timestamps to improve user experience (UX).
- Promote your videos on multiple platforms to boost visibility.
- Consistently analyse performance and refine strategies using analytics tools.
9. User Experience (UX), Mobile Optimisation, and Core Web Vitals
Nobody likes a slow or frustrating website, and Google doesn’t either. With over 60% of web traffic coming from mobile devices, having a mobile-friendly site is more important than ever. Google pays close attention to things like site speed, navigation, and how users interact with your site when deciding rankings. Interestingly, 9 out of 10 Google Lens results come from websites that passed Google’s mobile-friendly test, highlighting the importance of mobile optimisation.
To measure this, Google introduced Core Web Vitals in 2021, focusing on three key metrics:
- Largest Contentful Paint (LCP): How fast your main content loads.
- Cumulative Layout Shift (CLS): How stable your page layout is as it loads.
- First Input Delay (FID): How quickly your site responds when a user interacts.
But here’s the update: starting March 2024, Google will replace FID with Interaction to Next Paint (INP). INP is more comprehensive, tracking all user interactions like clicks, taps, and typing to measure how responsive your site really feels.
How to Prepare for It
- Improve site speed to ensure faster loading times.
- Optimise for Core Web Vitals: focus on LCP, CLS, and the new INP metric.
- Design pages with clear navigation and an intuitive structure.
- Limit unnecessary popups and make important CTAs contextually relevant.
- Ensure all links on your site lead to helpful, valuable content.
- Test and refine your site’s responsiveness across devices for seamless usability.
10. Focusing On User Search Intent
Understanding and matching user search intent—what people genuinely want when they type a query is now critical for SEO success. Google’s updated quality rating guidelines prioritise content that aligns with user intent, whether it’s informational, transactional, or navigational. For example, someone searching “best running shoes” expects a list of options, not a product page for a single shoe. If your content doesn’t deliver, users will leave, increasing bounce rates and hurting your rankings. With Google’s 2025 algorithm updates emphasising intent even more, creating content that truly satisfies user needs is non-negotiable.
Source: Seobility
How to Prepare for It
- Use tools like Semrush and Ahrefs to classify keywords into informational, transactional, or navigational intent.
- Match content to intent by creating how-to guides, product pages, or clear navigation paths.
- Write in-depth content that thoroughly answers user questions and provides actionable value.
- Analyse top-ranking SERPs to see how competitors meet user intent and aim to improve on it.
- Refresh existing content to align with current trends and user expectations.
- Monitor metrics like bounce rates and time on the page to track content performance.
- Add FAQs to address conversational and voice search queries.
11. Topical Domain Authority
Topical domain authority measures how well your website establishes expertise and focus on a specific subject. In the past, domain authority relied heavily on backlinks, but now Google prioritises topical relevance and content depth. For example, if your site consistently publishes high-quality, in-depth content on a specific niche, such as WordPress Agency, and earns relevant backlinks, Google will view it as an authority in that space. With search engines valuing quality over quantity, topical relevance has become a major trend in SEO.
How to Prepare for It
- Publish in-depth content that thoroughly covers specific topics in your niche.
- Build high-quality backlinks from authoritative and relevant sites in your industry.
- Create link-worthy assets like original research, tools, templates, or guides.
- Engage in guest posting to distribute valuable content and gain quality links.
- Use triangular link exchanges with credible, topic-focused websites.
- Develop supporting websites or microsites to cover various aspects of your industry and link them strategically.
12. Local Search Results
Local SEO is more important than ever, with nearly everyone turning to the internet to find businesses nearby. In 2022, 98% of consumers searched online for local businesses, a huge jump from 90% in 2019. Whether it’s finding a coffee shop, a plumber, or a restaurant, people expect fast, accurate, and relevant results. Platforms like Google are refining local search with features like ads, reviews, and ratings, while social media apps like TikTok are becoming surprisingly popular for local recommendations, especially with Gen Z. If you’re not optimising for local search, you’re missing out on valuable customers right in your neighbourhood.
How to Prepare for It
- Optimise your Google Business Profile (GBP) with accurate details, photos, and business hours.
- Encourage 5-star reviews and actively engage with positive and negative customer feedback.
- Use schema markup to highlight location, hours, and reviews for better search visibility.
- Share engaging, location-based content on platforms like TikTok and Instagram.
- Target local keywords like “best [service] near me” in your content and meta descriptions.
- Monitor and manage reviews and ratings to maintain a positive online reputation.
13. AI Generated Content
AI-generated content is reshaping content creation by offering faster, scalable solutions for writing. Tools like ChatGPT can help you save time by creating drafts, summarising information, or generating outlines in seconds, but over-reliance on it can lead to generic, repetitive material. Even Google is stepping in by prioritising original, personality-driven content created by real people.
In fact, despite the rise of AI, the demand for senior writers has increased, proving that human creativity and unique perspectives are still irreplaceable. The future of content isn’t about choosing between AI or humans, it’s about combining the best of both.
How to Prepare for It
- Use AI for repetitive SEO tasks like keyword clustering and content structuring.
- Focus on creating personality-driven, human-first content that showcases expertise and unique insights.
- Balance AI-generated content with authentic human input to avoid generic material.
- Refine AI drafts by adding originality, depth, and first-person perspectives.
- Utilise AI for editing, summarising, or converting lengthy paragraphs into bullet points or tables.
- Craft highly specific prompts for AI tools to get detailed, top-level outlines while leaving room for human creativity.
- Prioritise quality over quantity by aligning content with Google’s focus on originality and user value.
Conclusion: Adapt or Get Left Behind
SEO is evolving, but its core principles remain unchanged. AI and machine learning are reshaping search rankings, yet Google continues to prioritise E-E-A-T and user experience, reinforcing that authentic, well-researched content will always have an advantage.
With AI-driven search summaries, zero-click results, and voice search becoming more prevalent, relying solely on traditional SEO tactics won’t be enough. The key to staying ahead lies in blending AI’s efficiency with human creativity, adapting to new search formats, and building genuine authority in your niche.
Brands that embrace change while staying true to SEO fundamentals won’t just keep up; they’ll lead the way in this new era of search.
How Can WP Creative Help?
Keeping up with SEO changes can feel overwhelming, but you don’t have to do it alone. At WP Creative, we make it easy for businesses to stay ahead with expert WordPress design, development, and SEO solutions. Whether it’s optimising your site for AI-driven search, improving speed and performance, or increasing organic traffic, we help you build a website that ranks and converts.
With a proven track record of helping businesses grow, we offer SEO services across Australia, including Sydney, Brisbane, Perth, and more.
Don’t let outdated SEO hold you back—get in touch today and let’s grow your online presence!
Future of SEO FAQs
Does SEO have a future?
Yes, SEO absolutely has a future. As search engines and AI technologies continue to advance, SEO remains vital for businesses to stay visible, drive traffic, and meet user expectations. Adapting to trends like voice search and AI-powered tools will be crucial for long-term success.
Is content marketing the future of SEO?
Yes, content marketing plays a crucial role in SEO’s future. High-quality, engaging, and relevant content attracts organic search, increases user interaction, and fulfils search intent. Combining content marketing with SEO is a proven strategy for sustainable growth.
Is SEO still relevant in 2025?
Yes, SEO is just as important in 2025. With advancements in voice search, AI-driven algorithms, and a focus on user intent, businesses need SEO to remain competitive and ensure their content reaches the target audience.
Will SEO be replaced by AI?
No, AI will not replace SEO. Instead, it enhances SEO by improving keyword analysis, content optimisation, and user intent understanding. Incorporating artificial intelligence into SEO strategies helps businesses stay competitive in an evolving digital landscape.
How do I stay on top of SEO trends?
Stay informed by following trusted SEO blogs, attending webinars, and using tools like Google Analytics and Search Console. Regularly test new strategies, adapt to search engine algorithm updates, and optimise your content to align with the latest trends.
What is the difference between old SEO and new SEO?
The main difference is in the approach. Old SEO focused on keyword stuffing and backlinks, often at the expense of quality. New SEO prioritises user experience, high-quality content, and understanding search intent, making it more focused on meeting user needs.
Get Your Free Website Audit
($3,000 Value)
- Uncover performance issues
- Identify SEO opportunities
- Security gaps, and quick wins
