The year 2024 was packed with new and improved updates when it comes to search engine optimisation. Right from Core Updates in March, August, November and December to the integration of AI in content generation and searches, there was a lot to keep up with. As we step into 2025, there are even more trends and updates waiting for us.

The importance of staying up to date with all these anticipated trends and insights cannot be overstated, especially because the purpose of SEO is to outshine your competitors. To rank better in the result pages of search engines, you need to make a consistent effort, the answers to which can be found in the ever-updating trends in SEO.

In this blog, we will talk about the key trends and insights that are anticipated in 2025 and derive actionable claims for an effective SEO strategy.

Let’s get started!

Increase in voice search

In the previous year itself, voice searches rose to prominence. However, these are expected to rise even more and in more depth this year. The number of people using mobile devices and virtual assistants grows every single day, making it even more imperative to have your content tailored to voice searches.

Now, how exactly do you do that?

The first and foremost thing to take into consideration is choosing the right keywords. Rather than going for keywords that are super-narrowed to only your product and services, you could utilise longer and more conversational keywords to aid in NLP, i.e. Natural language processing so that the algorithm not only understands your words but also the context of your web page.

Long-tail keywords also help in voice search queries as people generally search in a conversational tone, improving the chances of your website ranking higher on their query. All SEO experts would agree that such keywords rank better because of less competition on the SERPs. They are also a closer translation of how people speak normally, which can be a great advantage when it comes to voice searches.

Long-tail keywords also align better with the intent of the user.

Better utilisation of AI

Content

The role of AI in SEO techniques has been limited up until now, but 2025 is expected to open a number of doors and closely integrate AI with SEO. Many marketers use AI-generated content for their SEO practices, however, it can also be greatly utilised in a lot of other aspects of SEO, starting with research.

AI can be a significant tool in saving time when it comes to research – this does not mean that human oversight is not needed. It is and will remain a critical aspect of research and content. This can spare more time for businesses to focus on the uniqueness and quality of their content for better chances of rankings.

Keyword research

When it comes to keyword research, the integration of AI is anticipated to make it even better and more advanced. It can significantly streamline the keyword research process by utilising ML (Machine Learning) and NLP (Natural Language Processing). You can scrutinise heaps of data to identify keywords that have the efficiency of ranking and driving organic traffic. These keywords identified by AI are high-value.

These keywords can also be optimised by using progressive algorithms in a way that the content where they are integrated can easily align with the user intent as well as the search trends. More and more SEO consultants are putting the power of AI to use for improved keyword research to create content that best suits the needs and interests of the user.

On-page optimisation

AI can be utilised for better optimisation of your web page’s on-page elements. There are a number of tools that can be used to integrate relevant keywords in the right places in order to make your content rank and boost your performance. AI can also aid in improving the readability of your content and making it more engaging as well as interactive.

AI algorithms can analyse your content to its core – it takes into account the structure (for both, the search engines as well as the reader), language flow and patterns, and suggest alterations to the content to improve its readability. It ensures that the audience from all walks of life can comprehend your content and engage with it. 

The newest addition to the utilisation of AI in on-page website optimisation is that it can update the metadata (title tags, meta descriptions, and header) on a page in real-time by analysing the behaviour of the user as well as search trends. It also can recommend image tags and alt text. This can broaden the appeal of your content and boost SEO performance thoroughly. Lastly, AI can also help with offering personalised recommendations to the users by analysing their choices, behaviour, demographics as well as psychographics to tailor recommendations.

Focus on improving the user experience 

When it comes to SEO website design can play a critical role. It is a well-known fact that most of the online traffic is derived from mobile phones. This makes it imperative for websites to go for optimising their website for phone screens. It is worth noting that Google focuses on indexing the mobile versions of websites before their desktop versions. Thus, every website in 2025 must be optimised for and responsive to mobile devices – with faster loading times, smooth and easy navigation, and a design that adapts to the device of the user, it is important to offer an impeccable user experience.

Another way of improving the user experience is incorporating the metrics of CWV (Core Web Vitals) as factors that can help a website rank. You can measure the loading speed of your web pages, their interactivity, visual stability and more. Tackling the issues that arise in Core Web Vitals can optimise the elements on your website that interfere with the user experience and ensure smoother scrolling, navigation, and other elements on your website. These updates in technical SEO in 2025 can be a key consideration when strategising for success.

Local SEO trends

SEO in 2025 also includes the trends that are expected to shape the local market. It is anticipated to become exceptionally important to regularly update and optimise the Google My Business profile of your business to make it appear active. Other than this, it is important to consistently make efforts to garner reviews on your profile as first-hand experiences can make the audience trust your business more. 

Along with appreciating the positive reviews, also respond to the negative ones to show your commitment to customer feedback. All SEO experts will agree on the importance of keeping your Google listing active.

Final thoughts

To sum it up, as fruitful as 2024 has been, 2025 is coming on with a bang and we as professional SEO consultants have to be ready for it. There are many trends expected to shape the SEO landscape in 2025, a few of them being increased number of voice searches, integration of AI in SEO strategies, and focus on user experience.