SEO Trends for 2025: Predictions from 15 Industry Experts

As 2024 draws to a close, the SEO landscape continues to shift, with significant changes anticipated in 2025.

Competitors gaining access to Google’s data could disrupt the search ecosystem, compelling SEOs to rethink strategies across platforms. At the same time, evolving AI tools streamline tasks but risk reducing creativity to a formula.

How can we prepare for 2025? To help, we surveyed 15 SEO and content experts to share trends and predictions that can future-proof your strategies and minimize reliance on volatile SERPs.

1. Barry Schwartz: SEO Predictions for 2025

Last year, I expected to see more advancements in helpful content updates. While progress was made, it didn’t entirely align with expectations. The helpful content update became part of the core update, bringing three new core updates, stricter spam policies, and significant algorithm changes. Discussions around helpful content also increased, focusing on whether Google’s approach was effective. It seems Google is committed to addressing these challenges and refining its algorithms further.

AI played a major role last year and continues to drive innovation. Anticipation is growing around what Google and Bing will do next, alongside Apple’s advancements with Apple Intelligence, OpenAI’s search integration in ChatGPT, and Perplexity’s ongoing developments. New players may also emerge in this evolving space. While Google appears poised to retain its dominance, unexpected changes could shake things up.

The coming year looks dynamic, transformative, and brimming with opportunities in Search, SEO, and Ads.

2. Brian Dean: SEO Predictions for 2025

Next year, SEO will continue to evolve, but not in big, dramatic ways.

I might be wrong, but here’s why I’m not making bold predictions.

Over the past year, we’ve seen:

• Unmatched growth of GenAI
• Machine learning used in self-teaching algorithms
• SEO tools that make data more accessible
• Content tools that help automate and scale efforts

But for users, search engine behavior hasn’t changed much.

AI is shifting search, but changing how people behave takes time.

It’s unlikely people will fully stop using Google in favor of tools like ChatGPT or Bard. Instead, new tools seem to be expanding the market, not replacing existing services. Email is still widely used, even by those who prefer Slack.

For users, algorithm changes have caused only small shifts in behavior.

I would like to see search engines focus next year on improving how they recognize good websites and quality content, rather than redefining what makes a website good.

3. Rand Fishkin: SEO Predictions for 2025

Google’s zero-click answers, including AI overviews, dominate major search categories such as Arts & Entertainment, Games, Sports, Finance, and Reference – a trend expected to continue into 2025. If your traffic relies on unbranded queries in areas targeted by Google, diversifying how people discover your brand is essential.

Although there are many unique queries, the “Long Tail” represents only 3.6% of demand, as users gravitate toward fewer, more centralized destinations. This shift disproportionately benefits large companies and wealthy individuals, increasing their share of attention and economic influence.

Search has become a reward for effective marketing across platforms like social media, YouTube, podcasts, newsletters, and events, rather than a tool for creating or nudging demand. Marketers should focus on distributing their brand across multiple channels to reach audiences wherever they are, instead of relying solely on SEO or PPC.

4. Aleida Solis: SEO Predictions for 2025

In 2025, three key shifts will shape search:

• The rise of conversational, long-tail queries driven by LLMs and AI overviews in SERPs.
• Traditional position tracking will become less effective as search features, AI overviews, and personalized SERPs grow.
• Shopping features like product carousels and knowledge panels will take more focus in product-related searches.

Brands must rethink traditional SEO strategies to stay competitive. Focus on building brand recognition, optimizing product detail pages, and monitoring visibility in search features.

How to implement

• Use informational resources, structured data, and community building to increase authority.
• Enhance product pages with detailed data, UGC, and high-quality images and videos.
• Monitor visibility and clicks with pixels, adjusting strategies to focus on what delivers results.

5. Neil Patel: SEO Predictions for 2025

Marketers looking ahead to SEO in 2025 should focus on content quality rather than volume. While maintaining a regular posting schedule remains important, AI-generated content has made shorter, high-quality content more valuable.

As more brands use AI for content creation, building your brand and maintaining consistent messaging across all channels becomes crucial.

Is your content optimized for holiday-related keywords?

Refreshing existing content with seasonal keywords can help you drive more traffic during peak times… but it’s an opportunity that most businesses overlook.

From changing weather patterns to major sporting events, there are many ways to incorporate seasonal keywords in your SEO strategy.

​Here’s how to find effective keywords that will benefit your business throughout the year.

Video remains a key part of successful marketing in 2025 and will continue to be essential.

Don’t overlook global SEO outreach, especially if you have international customers or those who don’t speak English.

6. Dr. Pete Meyers: SEO Predictions for 2025

In 2025, Google aims to enhance its AI features by integrating ads and product listings into AI overviews. As AI overviews become the primary source for contextual answers, featured snippets may no longer be necessary.

With AI reshaping how content appears in search results, brands must adapt to maintain relevance. A thorough understanding of how AI processes queries and selects sources is essential.

Focus on identifying informational queries likely to trigger AI overviews. Analyze what Google or Gemini highlights as sources and create content that addresses entire query contexts rather than isolated keywords.

7. Mike Khorev: SEO Predictions for 2025

AI Will Shape SEO

Tools like ChatGPT, Perplexity, and Gemini are just the beginning. AI will make search more intuitive, with results becoming more appealing and relevant, without being overcrowded by paid ads. Optimizing for user intent and long-tail keywords will be more important than ever. I’ve already observed referral traffic from AI tools driving growth and generating leads for my clients’ websites.

Trust Matters More Than Ever

Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) means website owners need to prioritize content that builds trust and showcases expertise. Writing from a first-person perspective and creating videos can prove to Google’s algorithms that you are a genuine person, not just an AI-generated entity.

Branded Search Importance

Building brand authority will be crucial. Companies with a high volume of branded searches often rank better organically for non-branded keywords. To boost branded search traffic, focus on strategies outside of SEO, such as paid social media, PR campaigns, and email marketing. These efforts enhance recognition and drive traffic.

For 2025, my advice? Focus on becoming an expert in AI for SEO, invest in AI tools that streamline your workflow, and don’t forget to keep building quality backlinks.

8. Chris Haines: SEO Predictions for 2025

Since the introduction of ChatGPT and similar AI tools, integrating AI into traditional SEO strategies has become standard practice for many SEO professionals. These tools significantly enhance efficiency and save time.

According to Ahrefs’ data, interest in AI SEO is projected to remain steady over the next year, indicating a stable trend.

AI Overview, Google’s alternative to ChatGPT, tops search results with generative answers to user queries. Adhering to Google’s search essentials is essential for being featured, making it a trend worth watching.

Google relies on EEAT signals to evaluate the credibility of web pages. Search trend data suggests a gradual increase in the importance of this approach over the next year.

Programmatic SEO involves automating the creation of keyword-focused pages. Done correctly, it can be a powerful asset for businesses in 2025. Poor execution, however, may lead to low-quality, spam-like content that harms a brand’s reputation.

9. Carlos Silva: SEO Predictions for 2025

Considering how rapidly AI is evolving and based on Google’s algorithms, websites will need to demonstrate clear human expertise and original insights – not just AI-generated content that’s been lightly edited.

Voice search with assistants like Siri, Alexa, and Google Assistant is expected to grow further. Ensure your site is optimized for voice search queries.

To prepare, site owners should focus on developing a strong E-E-A-T content strategy. One that combines personal experience with data-driven insights. This means documenting real case studies, sharing unique research, and adding original visuals to support key points.

The biggest opportunity lies in creating a kind of “hybrid content”—where AI assists with research and organization while experts provide unique insights and firsthand experiences. Focus on topics where you have genuine expertise and can share specific examples, metrics, or learnings that AI simply cannot replicate.

Site owners should start building this foundation now by auditing their content for uniqueness and documenting their expertise in their niche.

10. Andy Crestodina: SEO Predictions for 2025

Google’s “AI Overview” is Cutting Website Visits

Google’s AI overview answers many questions directly on search pages, reducing the need for users to click on websites. To drive more traffic, focus on “visit-website-intent” keywords. These are search terms used by people actively looking to visit a website, not just find answers.

A Surge of AI-Generated Content Overwhelms Users and Algorithms

AI generates vast amounts of content, making it difficult for users and systems to process. This challenge creates an opportunity for marketers to stand out by producing unique, high-quality content that AI struggles to replicate. Here’s how:

• Work with influencers: AI doesn’t have friends.
• Share videos: AI doesn’t have a face.
• Take a stand: AI doesn’t have opinions.
• Do original research: AI can’t conduct studies.

AI Chatbots Offer a Powerful Alternative to Google

AI chatbots increasingly replace search engines, transforming how marketers operate. This shift feels like venturing into uncharted territory. There are no tools or metrics to track AI mentions, and the data sources and weighting remain unclear.

Marketers who train AI to recommend their brand and content will secure an edge by 2025.

11. Maria Georgieva: SEO Predictions for 2025

To succeed in 2025, SEOs must adapt to shifts in search platforms, balance AI integration with originality, prioritize user-focused content, and strengthen technical SEO.

AI tools lack real-world experience, intuition, and creativity, making your unique insights a key differentiator. To mitigate risks, consider training your own AI bot, ideally on your platform for better data control. If this isn’t feasible, customizable tools like Google’s Gems or ChatGPT’s GPTs can align AI with your brand and strategy. By training these tools on your CRM, analytics, and customer data, you enhance originality and meet Google’s E-E-A-T standards.

E-E-A-T will remain vital for SEO in 2025. Leverage customer reviews, research, and behavior insights to fill content gaps and create value. Verifiable authorship and emphasizing human expertise build trust and authenticity, which both users and search engines prioritize. Updating author bios can enhance credibility and help you stand out.

Next year, optimizing for user needs over keywords will be key. Focus on addressing user pain points and search intent rather than high-volume but vague keywords often dominated by UGC sites (e.g., Quora, Reddit). As more users search with long-tail queries, creating content that answers specific challenges will improve relevance and boost rankings.

12. Stephan Spencer: SEO Predictions for 2025

We should focus on achieving what SEOs call position zero in search results. The SEO landscape evolves constantly, but success comes with understanding a few key principles. Even without deep SEO expertise, it’s possible to secure top spots on Google with the right approach.

AI is shaping the future, with technological advancements accelerating exponentially. Breakthroughs in AI, nanotechnology, VR, and AR are transforming the world at an unprecedented pace. Adapting quickly has become essential to staying ahead in this fast-changing environment.

Modern SEO is about more than using machine learning to outsmart Google. It requires building a search-friendly website, targeting relevant and attainable keywords, and generating buzz and link equity through mentions and backlinks. These fundamentals remain crucial to Google’s algorithm.

Being open to machine learning and embracing innovation is equally important. This is an extraordinary era, with groundbreaking advances on the horizon. The future promises incredible opportunities, making this a truly inspiring time to be engaged and forward-thinking.

13. Matt Diggity Shares His SEO Predictions for 2025

Google now uses AI to answer queries at the top of search results, often using your content without attribution. For years, Google has been scraping content through features like featured snippets, and this trend is only growing.

Google also continues to add more paid results, pushing organic results further down the page. Younger generations are increasingly turning to social media platforms like TikTok, Instagram, and YouTube for search. YouTube, for example, is growing consistently by 10% per year. If you’re in the right industry, this growth can lead to more customers and revenue.

Video is the future. As AI-generated content rises, people may begin to mistrust written content, driving more users to video platforms like YouTube.

14. Marie Haynes Shares Her SEO Predictions for 2025

Search is evolving rapidly. The impact of HCU on sites signals significant change. News publishers are shutting down, and businesses relying heavily on organic search are facing increasing challenges.

This could be the right time to explore new ways to use your skills. Demand for experts familiar with tools like ChatGPT and Gemini is growing.

Google appears ready to introduce more updates to its helpful content system and core algorithms, using new capabilities from Gemini 1.5. Their systems may soon excel at identifying and rewarding truly helpful, unique content.

I believe it will take time for people to start creating truly great content. Moving away from an SEO-first mindset and focusing on understanding searchers’ needs remains a challenge for many.

15. Cyrus Shepard Shares His SEO Predictions for 2025

Email remains the most consistent and reliable marketing channel, thriving even as other platforms lose effectiveness. Social media engagement, ad performance, and Google CTRs have all declined over the past decade, but email continues to deliver strong results. If you’re not building an email list in 2025, you’re likely missing out on significant opportunities.

AI is transforming search, with tools like Bard and Bing advancing rapidly. Users now interact with search engines more conversationally, asking detailed questions and expecting dynamic, personalized responses. This evolution highlights the growing importance of optimizing for long-tail queries.

In 2025, SEO is transitioning from experimentation to sophistication. Marketers are mastering AI-powered tools, revolutionizing how SEO strategies are developed and executed.

Learning and Adapting: A Timeless SEO Trend

To succeed in 2025, reduce your reliance on Google by diversifying your SEO strategy. Engage directly with your audience through community-building efforts, invest in content like videos, and leverage social search platforms. Be prepared for Generative AI by creating content tailored to new and emerging search channels.