SEO Trends 2025

Extensive development of modern AI and ML (machine learning) technologies has changed the algorithms of website ranking by search engines and influenced the requirements for SEO optimization. For example, Google uses the RankBrain AI algorithm, which better analyzes user queries and their interaction with websites. Machine learning has allowed search engines to identify expert content more accurately (E-E-A-T principle: Experience, Expertise, Authoritativeness, Trustworthiness) and promote just such sites. So originality, credibility and quality of materials will become the main trends in SEO. But some “rules” in 2025 will remain unchanged from previous years: high page speed and memorable short domains will not lose relevance. Here's a detailed look at how to better SEO optimize websites in 2025.

Adaptation to MUM and BERT algorithms

Google is currently using AI and machine learning-based MUM/BERT language models that understand user queries better than past versions. They realize more complex and longer phrases, work with multiple languages simultaneously, and easily understand more “human” wording. How this affects SEO and what you need to consider for successful ranking:

• Articles written in a natural “human manner” are more relevant. For example, it's worth imagining what a query from a user would sound like in a voice search. Conversational phrases are now a plus. To make the text more “alive” and relevant will help such a tool as Google Natural Language API. Based on its recommendations, you can create more semantically rich and natural content that will be highly appreciated by algorithms;

• Use more complex, longer key phrases with specific words that will reflect the intentions of your potential CA. Now it is better recognized not only phrases “order a website”, but, for example, “where to order an inexpensive website on the topic of cryptocurrencies”;
• Complicate the content by adding more synonyms and disclosing related topics, so that algorithms better understand the focus of the site and evaluate expertise. Linking to other pages will also be a plus;
• Maximize your main topic. Search engines will rank articles/materials that answer 100% of the user's query (add more H2/H3/H4 headings, insert FAQ block and so on).

Creating informative Snippets and Featured Snippets

Due to the increased usage of latest AI trends and ML-based algorithms, blocks with answers began to be more important in ranking sites:

• Snippets is a short answer from the text on the site that is as relevant as possible to the user's query;
• Featured Snippets is more detailed data.

The search engine displays this information directly in the search results. What is worth doing for SEO optimization of the site in this key:

• Create a clear content structure. Add headings/subheadings to answer each question. Use popular FAQs with keywords on your topic as headings. Answer the Public tool is effective. It collects real queries submitted to search engines;

• Add bulleted and numbered lists. The search engine often selects such snippets for Featured Snippets;
• In the first sentence/paragraph of articles, add clear answers to popular questions about your topic or give definitions. This will help it get into Snippets;
• Give a short answer to the question posed first (up to 60 words). Then only go into more detail;
• Add high-resolution images to your step-by-step instructions. They will also be displayed in these blocks;
• Check how correct and valid your Snippets/Featured Snippets are;
• Charts are also a good way to submit information. They can go into Featured Snippets as well.

Optimization of page load speed

Main search engines, including Google, use Core Web Vitals when ranking. If you wish to bring your site to high positions, you need to pay attention to such characteristics:

• Largest Contentful Paint (LCP) - this is the speed of loading the main elements of the page (e.g. images, text, etc.). You should aim for a time of up to 2.5 seconds;
• First Input Delay (FID) - this is how fast the site reacts to the 1st interaction with the visitor. A good indicator: less than 100 milliseconds;
• Cumulative Layout Shift (CLS) - shows how much the elements on the page shift during the loading time. Good score: up to 0.1.

Well, the higher a site's Core Web Vitals score, the better. How to influence this from an SEO optimization point of view:

• Reduce the size of images (but don't lose quality). Optimal formats are WebP, SVG, AVIF;
• Reduce the number of CSS/JS file formats;
• Track Core Web Vitals with tools such as PageSpeed Insights.

• Remember “Mobile First” principle and test page load speed on mobile devices. These are the ones that show the most significance for ranking;
• Use the option of delayed image loading.

The importance of social media

Social media page activity (Instagram/Facebook, TikTok) does not affect website ranking directly. But it has a strong indirect value, as it affects brand recognition + is one of the major sources of traffic to the site. And a high and stable percentage of visits provides high positions of the site among search engines. In addition, links to accounts in social networks are often in the rendition of search engines.

According to Statista, 40-50% of millennials search for and select products and services via social media, and for Generation Z, the figure is as high as 60%. Main sources: Instagram and TikTok.

In summary, what should you do from an SEO perspective to improve your site's performance:

• Add links/buttons to social media channels;
• Post quality and regular content on Instagram/TikTok/Facebook;
• Add links and information about your main website to your social media profiles.

Prioritizing a positive user experience

In 2025, Google, Bing, Yahoo and other search engines will offer users sites that are not only optimized for search algorithms, but also as user-friendly and useful as possible. AI/ML tools help to identify exactly such platforms. Therefore, the trend will be:

• Expert articles with maximum uniqueness;
• Content that clearly responds to user queries and provides a comprehensive answer;
• Pages with a minimum of pop-up ads that negatively impact user experience;
• Sites with a feedback option and positive feedback from visitors.

In order to evaluate user experience, search engines look at bounce rate + time spent on the site, pogo-sticking statistics (when a visitor opens a page through search and immediately leaves), click-through rate (CTR) and the presence of a convenient structure on the site. You can use such services as Google Search Console, SEMrush, Hotjar to track these indicators.

In terms of SEO, you need to apply different ways to keep the visitor on the website for as long as possible. Cross-linking is one of the most effective techniques.

Importance of quality visual content

Visual optimization is an important trend in SEO. It is due to the active development of AI technology (in particular, the “computer vision” option), which is already being used by popular search services. Now algorithms effectively analyze images (determine the type of object/shape/color/texture) and easily match with similar objects from their database. Since this approach gives good results, more and more users are switching to visual search (by image). This method is especially often used to find similar products.

The total audience using this method was estimated at 1.4 billion people as early as 2023. Tools such as Google Lens/Pinterest Lens are actively used for search.

In 2025, a website's visibility in search engines will be influenced by the level of visual content optimization. What you need to do to advance:

• Check that all images are safe. Being labeled as “unsafe content” will negatively impact search engine visibility;
• Compose correct ALT-text (description of the image, which is added to the HTML code). This is what search engine algorithms pay attention to. Alt-text should briefly convey the essence of the image, keywords will be a plus;
• Spell out file names that correspond to the essence of the image;
• Make relevant captions under each image so that search engines can better understand what your page is about;
• Find a balance between image quality and page load speed. Google scores higher for high-resolution photos/pictures, but a site's Largest Contentful Paint (LCP) score is just as important. The optimal image format is WebP.

Increased personalization

SEO in 2025 will be based on meeting the requirements of each specific visitor. Special attention will be paid to analysis of its behavior on the site, along with its habits and interests, in order to maximize conversion rates. Each customer should receive personalized offers according to parameters such as:

• previous experience;
• geolocation;
• device types used;
• time of visit to the site;
• gender, and so on.

Local search engines will rank sites that maximize the satisfaction of visitors. Their satisfaction is evaluated by a set of characteristics (Click-Through Rate, Pages per Session, Time on Site, Bounce Rate, and so on). How to increase personalization with SEO strategies:

• Analyzing the audience more thoroughly and segmenting it. It will allow you to select relevant keywords, ads, products and even separate pages for each group of CA. To analyze and segment visitors, you can use such tools: Hotjar (you can create a heat map of visitor activity), Segment (to track interaction with the site), Google Analytics (to analyze traffic + CA);

• Personalized mailings for different target audiences;
• Introduction of dynamic content. For example, a particular visitor will be offered products based on the history of past interactions on the site;
• Setting up geotargeting. That is, the visitor's geolocation is taken into account in the display of advertisements, product offers, and promotions, and the visitor receives only offers relevant to its region;
• Adding interactive content. HubSpot's research shows that if you elicit an emotional response from a visitor, it increases their satisfaction and engagement 2-3 times. For example, a popular option is financial calculators. Also, a visitor will experience a more personalized approach if you offer them a quiz/survey and then provide personalized offers based on their answers.

Local SEO

Google, Bing and other top search engines are increasingly focusing on the visibility of sites in local queries. It is due to both increased demand (users are increasingly looking for goods/services with online purchase in their region) and the development of AI/ML technologies, thanks to which algorithms better understand people's behavior and needs. In 2024, it is GEO-location that plays a priority role for users in ~50% of queries via mobile gadgets. From an SEO perspective, website owners need to:

• Use keywords that include geo-location more often;
• Take into account that search engine algorithms now pay even more attention to user comments. It is necessary to give feedback and respond to reviews. It is also recommended to register on Google My Business. You should specify the address/contacts of the business and insert a detailed description with the inclusion of keywords. Active correspondence in this service positively affects the ranking of the site by search engines, especially Google;

• It is necessary to create a “Contacts” block on the website and fill it to the maximum (physical address, phone number, email + links to social networks);
• Registration and advertising on local sites/forums is effective, as well as adding information about the business to directories where GEO-location is taken into account. For example, in 2GIS.

For local SEO optimization, you can use such handy tools as Moz Local (you can edit/sync all mentions of a company on the Internet, watch the site's position in local search queries), Bright Local (convenient for monitoring positions and reviews) or ReviewTrackers (for studying and analyzing all comments).

Voice search

Users are searching for information increasingly through Alexa, Siri or Google Assistant voice assistants. By the year 2024, according to Synap, about 40% of users over the age of 18 use voice search on a daily basis. More often than not, queries are local and related to GEO position, such as “where's the nearest store”.

To optimize SEO for voice search, you should more often use long-tail keywords that echo real and natural voice queries. They usually include the words “how”/“where” and so on. It is effective to add them to a separate FAQ section. It is better to answer in a natural conversational manner in full sentences.