As 2025 draws to a close, one thing is clear: SEO is no longer just about keywords. It’s about understanding user intent, aligning with advancements in AI, and building digital ecosystems that perform.
As an agency, we can see first-hand how rapidly the landscape is evolving. What worked last year is already outdated, and brands that don’t adapt are being left behind.
So, what are the SEO trends in 2025? Here are the major shifts we believe every marketer and brand needs to pay attention to.
1. AI is at the forefront of search
AI has undoubtedly been the buzz word of 2025, and with Google rolling out AI overviews across search results, it is impossible to ignore as an SEO professional. Traditional organic rankings have been disrupted, and instead of fighting for position number one, we are now optimising for inclusion in AI summaries.
This SEO trend means a shift in content writing. Content needs to match the structure and tone that generative AI prefers; clear, factual and context-rich. A well-structured site is more important than ever.
2. Zero-click SERPs are the new normal
Voice search, AI overviews, featured snippets – these are all examples of zero-click SERPs; something that is big in the world of SEO in 2025. Now more than ever, users are finding the answers they want without ever clicking through to your website.
You might see your website clicks plummeting because of this, but don’t panic. Visibility should be treated just as importantly as traffic. To adapt, optimise for impressions, brand mentions and recognition across SERP features – not just blue links. That means spending time on schema markup, FAQs and multi-media content that shows up on the search engine results page.
3. Authority has a new meaning
It used to be simple: more backlinks = higher authority. But for SEO in 2025, this is no longer the case.
Google’s continued push towards rewarding E.E.A.T (Experience, Expertise, Authoritativeness, and Trust) has meant topical authority is more important than ever. Topic clusters, content hubs and resource areas are the way to win in this area. Google is rewarding those who can prove they are experts in their industry and provide truly helpful information to users.
4. Video and visual search is on the rise
Social media and SEO have never been more closely intertwined. Platforms like TikTok, YouTube and Instagram are being indexed more deeply by search engines, meaning video and image content is now a legitimate SEO channel.
Make sure your SEO and social media teams are working together to produce relevant content that is well-optimised. Think video transcripts, on-page video embeds, and optimised alt text. Users are not just performing a traditional Google search to find the info that they want – it’s crucial to meet them where they are.
5. Don’t neglect local SEO
With our data being tracked by every app, every search, and every website visit, location-based search results are becoming deeply personalised. Intent, behaviour, and past search history all play a part.
Google Business Profile (formerly GMB) and local citations matter more than ever, so it’s essential to put the time into them. Optimise your Google Business Profile with regular posts, updated images, and correct contact details to ensure you don’t fall behind. This is an SEO trend that won’t be going away any time soon.
As an SEO professional, I can confidently say this: SEO is no longer a standalone channel. It is dynamic, integrated, and ever-changing. To be successful with SEO in 2025 and beyond, you need to know your audience’s intent and lean into it wholeheartedly; work with, not against, other channels such as social media and generative AI; and blend technical with human storytelling and genuinely helpful content.
If you’re still relying on old-school tactics and wondering why your results are stagnant, it’s time to rethink your approach.
Need help adapting your SEO strategy for 2025 and beyond?
Let’s talk. At AMB360, we help brands stand out in search. Get in touch with us today to see how we can help.
