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SEO in 2025: What’s Changing and How to Stay Ahead
Search engine optimisation (SEO) is constantly evolving. Search engine algorithms are being updated and what worked today may not work tomorrow. With new trends emerging, along with updates, you may feel you are always playing catch up. Let's take a closer look at what is changing and how to stay ahead with your SEO strategy in 2025.
We all know that artificial intelligence (AI) is making its way into SEO and this is expected to be one of the biggest game changers this year. Every trend for this year can be pointed back to AI, as it reshapes how Google organises and delivers search results.
If you haven't noticed yet, do a quick search on Google and you will see an AI generated response before the paid adverts, this may be why you are seeing a reduction in click through rates (CTR). Google is answering user queries on the search engine results page (SERP) with an AI Overview. This means organic results are further down the page.
Google's Search Generative Experience (SGE) is creating these answers from various online resources, linking back to these sources, which in turn, will drive traffic to your website, even though your click through rate from SERPs has taken a knock.
As AI-generated content floods the internet, users are looking for authentic and real insights from real people. In 2025, we are expecting search engines to prioritise platforms such as niche communities, Reddit, or Quora. These sites offer genuine discussions, practical advise, and honest recommendations that users trust over AI.
Yes, you read that right. The E-A-T principle later became the E-E-A-T principle and this year you can expect N-E-E-A-T, which stands for Notability, Experience, Expertise, Authoritativeness, and Trustworthiness.
Now that Google is dealing with an increase in AI-generated content, they have introduced N-E-E-A-T, which means they want to see that the content being created is coming from professionals with recognisable credentials.
Google rewards website that stick to a brand-focused message, helping it understand your authority in your niche. In order to succeed you need to organise your content using content clusters.
Group your content together around specific topics. Focusing the content on topics must align with your expertise. When you create topic clusters, it signals Google you are an authority in your niche.
SEO in 2025 is changing quickly and it's about adapting to a new digital landscape that is heavily influenced by AI. When you stay proactive in your approach to SEO, creating content that meets the N-E-E-A-T principles, while prioritising user-generated content, you can thrive in the new environment. Are you ready to tackle your SEO head on? Get in touch with the expert team at Genie Crawl today.
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I was a little skeptical about hiring a company to help with the SEO for my website, but I am over the moon with my decision to work with Genie Crawl. They have really increased the traffic to my website and I would highly recommend them to everyone!
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