SEO IN 2025: IF YOU’VE DONE IT BEFORE, IT’S TIME TO DO IT AGAIN
If you’ve invested time and money into SEO in the past, here’s the hard truth—it won’t cut it anymore. The digital landscape is evolving faster than ever, and what once got you to the top of search results might not even keep you on the first page today.
Take Unary, for example. When I launched the website, it ranked at the top of search results for my key terms. But now? A university (that I won’t name) has swooped in and taken my spot. That’s how quickly things shift in SEO, and why businesses can’t afford to be complacent.
So, what’s changing in 2025? Let’s break it down and, more importantly, talk about how you can stay ahead.
1. AI-Driven Search is Rewriting the Rules
Google’s Search Generative Experience (SGE) and AI-powered assistants are changing how people find information. Instead of simply listing websites, search engines now generate direct, AI-driven answers—meaning fewer clicks and tougher competition.
What You Need to Do:
Structure your content clearly so AI can pull from it.
Focus on answering questions concisely and authoritatively.
Use schema markup to improve how search engines interpret your site.
2. Your Content Needs Real Expertise, Not Just Keywords
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework is now more important than ever. AI-generated content might be everywhere, but Google is rewarding businesses that showcase real expertise.
What You Need to Do:
Publish content written by real experts with credentials (not just AI).
Build author pages with bios, experience, and trust signals.
Get mentions and backlinks from reputable sources to boost credibility.
3. SEO is No Longer Just About Text—It’s Visual and Interactive
People aren’t just typing into Google anymore. They’re using voice search, Google Lens, video search, and AI-powered queries. This means SEO now extends beyond traditional blog posts and website pages.
What You Need to Do:
Optimise for image and video search by adding detailed alt text and metadata.
Create engaging short-form video content that ranks in search.
Ensure your content is optimised for voice search with natural, question-based phrasing.
4. Zero-Click Searches Are Taking Over
Over 60% of Google searches in 2025 result in a zero-click search, where users get their answer directly from search results without clicking a link. If your site isn’t optimised for featured snippets, you’re missing out.
What You Need to Do:
Optimise content for featured snippets, FAQs, and AI summaries.
Use structured data to increase visibility in search features.
Focus on brand awareness and reputation beyond just organic clicks.
5. Your Website’s Performance is a Bigger Ranking Factor Than Ever
Google is prioritising user experience more aggressively than before. Slow, clunky websites are getting penalised. If your site isn’t optimised for speed and usability, you’re falling behind.
What You Need to Do:
Improve page speed and mobile responsiveness (Core Web Vitals matter).
Simplify navigation and make sure your UX is seamless.
Reduce load times by optimising images, scripts, and caching.
The Bottom Line: SEO is an Ongoing Process
If you ranked well before, that’s great—but if you don’t adapt, you’ll be outranked. SEO isn’t a one-time fix; it’s a continuous game of refinement, adaptation, and staying ahead of the curve.
Need a fresh SEO strategy for 2025? Let’s talk.
