SEO for 2025: Key trends and insights

I know we talk a lot about SEO but the reason we do, is that it is always changing. 2024 brought us the advent of AI and platforms such as ChatGPT and Copilot. As we head into 2025, we definitely have not seen the last of it. With everyone banking on AI, the search industry is set for even more developments. In this post, we’ll share insights on the future of SEO industry experts and how you can prepare. We’d also love to hear from you about some new services we will be offering this year!

A look back at SEO in 2024

2024 was a year with a lot of news regarding SEO. So let’s go over the most newsworthy – Google being a huge part of that!

Google declared a monopoly

Google faced a huge legal ruling when a federal judge declared it a monopoly in August. This landmark case found that Google’s dominance in the search engine market violated antitrust laws. Since then, there has been a lot of talk about potential regulation changes. Not just that, but the impact this ruling will have on the wider tech industry as a whole. At the moment, it looks like Google will be asked to get rid of Chrome as a starting point…

Google launched AI Overviews

In May, Google launched AI Overviews. This new feature uses AI to generate brief and clear summaries in search results, aiming to make searches more efficient and user-friendly. We personally love the concept; it shows the development of using AI within search engines. 

Google search documents leak 

Just around the same time, Google’s search API documentation was leaked. Although the leaked documents did not contain the exact algorithms, they did provide helpful insights into Google’s mechanics and some insights that Google may not be as far advanced in how they evaluate content as they claimed to be. 

Core updates kept us all on our toes 

Google’s core updates throughout the year, led to significant ups and downs in search rankings and for some businesses around the globe, notable traffic changes. For GSO clients, core updates are part of the service. We ensured that all sites were updated as and when needed, ensuring search rankings were still high and not affected like other businesses were. 

ChatGPT Search was launched by OpenAI

In our one piece of non-Google news, OpenAI was introduced as a search feature within ChatGPT, another massive development. We can now access up-to-date online information directly through the chatbot. OpenAI is now a direct competitor to traditional search engines, it offers a new way to find information online.

These highlights are just a few of the big events of 2024. SEO is a constantly evolving field, always full of change. To succeed, staying up-to-date with SEO trends for 2025 and being adaptable in this fast-paced environment is crucial. We can help!

Main trends and SEO insights for 2025

So, what are the predictions for SEO in 2025? Below are just some of the trends from experts across the Tech/Digital industry. We’ll start with the biggest… AI.

Using AI in SEO

Artificial Intelligence is reshaping how businesses and professionals approach SEO, offering both opportunities and challenges as AI tools become more advanced. Therefore, you should use to create unique and engaging content. But it is important that you still (human) edit to personalise to your garages tone of voice. The more you use AI, the more it will begin to pick up on your tone and turn of phrase.

AI will help make content production more efficient. Furthermore, apps such as Copilot will mean AI will help with tasks beyond writing, such as coding and data analytics.

How SEO and AI will evolve

As AI and SEO tools advance, they are becoming more intelligent. Rather than just identifying issues, they now suggest fixes, making them highly valuable. For small businesses with limited resources, these recommendations can really improve site quality without the need for specialised SEO knowledge. For example, instead of just noting “Your subject line is too short,” tools might suggest, “Your subject line is too short. Click here to implement a better one.” This can already been seen in CRM’s such as Mailchimp etc.

A balancing act

In 2025, the big shift in SEO will be balancing different online visibility with the same messaging. As AI-powered platforms, alternative search engines, and social discovery tools like TikTok and ChatGPT Search increasingly influence how users find information, you can no longer rely solely on Google to drive traffic. Success will come from creating a consistent, trustworthy presence across all these systems.

Zero-click searches

The rise of zero-click searches (where you get your answer directly in the search engine, without having to click through, like AI Overviews) is changing how businesses approach SEO in 2025. Getting clicks can be harder as users find answers directly on search result pages. So what can you do?

Look at other platforms (search engines and AI interfaces) and try to understand how you can be included in their answers (think Claude, ChatGPT, Bing).

Build a strong online presence. Focus on things such as building a following or fans. Engaging with your customers and prospective customers on social media and other platforms helps maintain interest and loyalty.

Look at channels like TikTok and YouTube. These platforms are really gaining traction as starting points for your customers. You can create engaging content on these channels to reach new audiences and drive traffic.

The rising importance of video content

Video content is becoming a key part of SEO strategies in 2025. It offers a unique way to connect with audiences in a really engaging way.

Expert, Lily Ray confirms that “video content is increasingly essential, as Google prominently features YouTube and sometimes TikTok across various surfaces, like Search, Discover, Google News, the Video tab, Short Videos, and more.”

The importance of EEAT

EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) content is growing in importance and is still imperative. As Google finds it easier to filter out low-quality, AI-generated content, EEAT-referenced content will gain more visibility and trust, emphasising the value of personal branding to stand out amid the competition. AI agents have been trained with precise SEO requirements to select the best answers for their users. Even though the innovations are theirs, Google etc. will dismiss AI-generated content unless it is used in the correct way for SEO. 

Local SEO Trends for 2025

Local SEO is crucial for small and medium-sized businesses to attract local customers. Here’s what you should focus on in 2025:

Optimize Your Google Business Profile

Keep your Google Business Profile updated with accurate information. Regularly add new photos, answer customer questions, and post updates to make your business more appealing to local searchers. All GSO clients have your GBP optimised when you join us, this should then be updated regularly to stay relevant. 

Leverage Customer Reviews

Positive reviews can boost your local search rankings. Encourage happy customers to leave reviews that mention the services they received. Responding to both positive and negative reviews shows you care about customer feedback and are dedicated to improving your business. As a GSO client, you will receive your QR Code to add to all paperwork and display within the garage to encourage customer to easily leave a review.

Conclusion for SEO in 2025 

As we head into 2025, keeping up with SEO trends is crucial. The events of 2024 demonstrated how fast things can change, with legal decisions, algorithm updates, and shifts in digital strategies. Staying flexible and informed is key to working with these changes effectively. 

At GSO, we pride ourselves on our partnership with clients and SEO is a huge part of that partnership, we work hard with you to ensure that your online presence is optimised and up to date with current regulations and updates. 2025 brings some extra additions to services already included in your GSO offering and below is a 30 sec survey to see what services you may be interested in; we’d love to hear your feedback! 

If you’d like to learn more about us and how we can help you achieve the best for your business, then get in touch and let’s chat!