SEO is changing and fast. In 2025, the way we approach search engine optimisation is no longer about ticking boxes or hacking algorithms. Google has evolved from a keyword-matching machine to an AI-powered problem solver designed to understand user intent better than ever before.
The strategies that worked two years ago and even last year (optimising meta tags, publishing generic blog posts, and building as many backlinks as possible) just won’t cut it anymore. Today, Google rewards brands that deliver value, create exceptional user experiences and embrace cutting-edge technology like AI and multimodal search.
This guide has been refreshed for 2025, giving you everything you need to stay ahead. We’ll break down the trends, tools, and techniques shaping the future of SEO so you can build search visibility that lasts.
1. AI-Driven Search and the Rise of Google’s SGE
In 2025, Google’s Search Generative Experience (SGE) fundamentally changes how people interact with search results. Instead of traditional blue links, Google uses AI to generate dynamic, conversational answers directly on the SERP. The result? Users are getting what they need faster (with zero-click searches), but getting clicks is more challenging than ever.
Your content needs to go beyond being informative to win in this landscape. It must be structured for AI and optimised for zero-click search results.
How to Adapt:
- Answer Questions Succinctly
Provide clear, actionable answers in your content. Use bullet points, numbered lists, and concise paragraphs to make your content snippet-friendly. - Optimise for AI Features
Leverage FAQ sections, schema markup, and headings that mirror actual user queries. For example, answer “How do I optimise for Core Web Vitals?” as an H2 or H3 heading. - Target User Intent Chains
Think beyond single queries. For example, a user searching “best hybrid cars” might also search “Victorian government rebates for hybrid cars” or “cheapest hybrid cars in Australia.” Create clusters of content that address these follow-ups.
2. The Power of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google is more focused than ever on E-E-A-T. You’ll struggle to rank if your content doesn’t show expertise, authority, and trustworthiness. In 2024, Experience was added to the mix. Google now evaluates whether someone with real, hands-on experience in the subject matter creates content.
How to Adapt:
- Showcase Your Credentials:
Display author bios with relevant experience and credentials. If you’re writing about SEO, highlight certifications, years of experience, or proven success stories. - Use Case Studies and First-Hand Knowledge:
Content that includes first-hand experiences like case studies, product reviews, or “lessons learned” performs better. - Build Entity Authority:
Use internal and external links to tie your content to recognised, authoritative sources. Link to related pages on your site, but also cite trusted publications in your industry.
3. Core Web Vitals Continue to Shape Rankings
Google’s emphasis on user experience isn’t slowing down. Core Web Vitals was upgraded in 2024 with the introduction of Interaction to Next Paint (INP), which measures how quickly users can interact with your site. If your site is slow, clunky, or unresponsive, it’s game over for your rankings.
How to Adapt:
- Optimise for INP:
Use tools like Google Lighthouse or PageSpeed Insights to assess your INP score. Aim for a site that’s fast, smooth, and highly interactive. - Focus on Mobile Performance:
Mobile-first indexing is non-negotiable. Make sure your site loads in under 3 seconds on all devices. - Embrace Accessibility:
Create an inclusive user experience with features like high-contrast text, screen-reader compatibility, and intuitive navigation.
4. Multimodal Search and Visual SEO
The days of optimising just for text are over. Google’s MUM (Multitask Unified Model) makes search more multimodal, simultaneously processing text, images, and video. Users increasingly rely on Google Lens for visual searches, and this trend will only grow.
How to Adapt:
- Optimise Images:
Add descriptive alt text and structured data for all your images. Think beyond “alt=’blue sneakers’” and describe intent: “alt=’Comfortable blue sneakers ideal for long-distance running.’” Remember to add your keywords also! - Invest in Video SEO:
Add captions, transcripts, and proper schema markup for all videos. Use tools like YouTube’s keyword planner to optimise video descriptions. - Blend Formats:
Pair blog posts with supporting infographics, charts, or short explainer videos.
5. Zero-Click Searches Dominate SERPs
In 2024, over 65% of Google searches ended without a click. This means users are finding their answers directly on the SERP, whether through Featured Snippets, Knowledge Panels, or People Also Ask (PAA) sections. To stay visible, you need to own the SERP real estate.
How to Adapt:
- Target Featured Snippets:
Format answers as lists, tables, or short paragraphs. Include trigger words like “best,” “how to,” or “what is.” - Master People Also Ask:
Research what questions users are asking and create content to answer them. - Write Compelling Meta Descriptions:
Even though clicks are more challenging, an enticing meta description can draw users to your site when the snippet doesn’t answer their full query.
6. Personalised Content and First-Party Data
As third-party cookies are phased out, businesses must rely on first-party data for audience targeting. Google is prioritising content that feels personalised, timely, and relevant to the individual user.
How to Adapt:
- Build First-Party Data Pools:
Use email newsletters, surveys, or gated content to collect user data ethically. - Use Dynamic Content Tools:
Platforms like HubSpot or Optimizely allow you to serve personalised content based on user behaviour. - Focus on Niche Personas:
Speak directly to micro-segments of your audience. For example, instead of “SEO tips for businesses,” write “SEO tips for small business owners in Sydney.”
Frequently Asked Questions
1. What are the latest SEO trends in 2025?
The latest SEO trends in 2025 include:
- AI-driven search and optimising for Google’s Search Generative Experience (SGE).
- Enhancing content for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to build credibility.
- Prioritising Core Web Vitals, including the new metric Interaction to Next Paint (INP).
- Creating content for multimodal search, including text, images, and videos.
- Preparing for zero-click searches, where users get answers directly from Google’s SERPs.
2. How has Google Search changed in 2025?
Google Search in 2025 has evolved significantly with AI-driven features like the Search Generative Experience (SGE), which provides conversational answers directly on the search page. Additionally, Google MUM processes multiple types of content (text, images, videos) to deliver more comprehensive answers. Google also emphasises Core Web Vitals and E-E-A-T for ranking content.
3. What is SEO’s Interaction to Next Paint (INP) metric?
Interaction to Next Paint (INP) is a Core Web Vital metric introduced by Google in 2024. It measures how quickly your website responds to user interactions, like clicking a button or filling out a form. A low INP score ensures a smooth and responsive user experience, which is essential for rankings in 2025.
4. What is E-E-A-T, and why is it important for SEO?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a quality guideline Google uses to evaluate content. In 2025, Experience is critical—Google rewards content written by individuals with hands-on, real-world expertise in the subject matter. To improve E-E-A-T, showcase author credentials, cite credible sources, and create trustworthy, accurate content.
5. What are zero-click searches, and how can I optimise them?
Zero-click searches occur when users find their answers directly on Google’s SERP without clicking on a website. Examples include Featured Snippets, People Also Ask (PAA) boxes, and Knowledge Panels. To optimise for zero-click searches:
- Use FAQ schema to highlight key questions and answers.
- Format content to appear in Featured Snippets with concise answers, lists, or tables.
- Research and answer common user questions related to your topic.
6. How do I optimise for Google’s Search Generative Experience (SGE)?
To optimise for Google’s Search Generative Experience (SGE):
- Structure content clearly using headings, bullet points, and FAQs.
- Use schema markup to make your content easier for Google to parse.
- Provide concise, direct answers to common user questions.
- Focus on topic clusters and anticipate follow-up queries related to your content.
7. How do I optimise for Core Web Vitals in 2025?
To optimise for Core Web Vitals in 2025:
- Improve your site’s Interaction to Next Paint (INP) by ensuring fast responsiveness to user actions.
- Use tools like Google Lighthouse or PageSpeed Insights to assess and improve performance.
- Compress images, reduce JavaScript, and use a Content Delivery Network (CDN) to improve load times.
- Ensure mobile performance is optimised with a responsive design.
8. What is multimodal search, and how does it affect SEO?
Multimodal search refers to Google’s ability to process and combine different content types—like text, images, and video—using technologies like MUM (Multitask Unified Model). For SEO in 2025:
- Optimise images with alt text and structured data.
- Add captions and transcripts to videos to make them searchable.
- Create content integrating text, video, and visuals to engage users on multiple levels.
9. How do I use AI tools for SEO in 2025?
AI tools can help streamline your SEO process by generating ideas, outlines, or drafts. However, raw AI-generated content may not rank well in 2025. To use AI effectively:
- Think of AI as a tool rather than copying and pasting AI content.
- Edit and humanise AI-written content to match your brand voice.
- Use AI for keyword research, SERP analysis, and content planning.
- Ensure all content is fact-checked, unique, and provides value to users.
10. How do I prepare for privacy-first SEO in 2025?
As third-party cookies are phased out, focus on first-party data to personalise content ethically. Steps to prepare:
- Collect first-party data through email sign-ups, surveys, and gated content.
- Use privacy-compliant tools like Google Analytics 4 (GA4) to track user behaviour.
- Ensure your website has a clear and transparent privacy policy to build user trust.
Conclusion
SEO in 2025 is about more than just rankings; it’s about understanding how people search, what they want, and how Google’s AI connects them with solutions. The game’s rules are changing, but one principle remains. You’ll always stay ahead if you create original content that solves problems and delivers value.
Now’s the time to embrace the next evolution of SEO! Update your strategies, innovate, and keep learning. Because in this fast-moving landscape, standing still means falling behind.
Ready to optimise for 2025?
Let Design Grid help you build a strategy for the future. Get in touch now.
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