SEO in 2025: The Search Marketing Trends to take note of

With the New Year in full swing, there’s no better time to explore the trends that are likely to shape the world of SEO in 2025.

The past year has brought transformative shifts for digital marketing, and specifically in SEO — from algorithm updates that emphasise user experience, to the growing influence of AI-driven content strategies.

The continuing drive to find a competitive edge in the digital landscape means marketers have had to stay on top of the trends to ensure visibility, relevant leads, and conversions. 

Let’s dive into the major SEO trends and explore the impact they could have on SEO in 2025!

Where are we at?

There was a lot to get to grips with in the SEO space in 2024! With six Google algorithm updates in total, including two in the month of December, businesses have had to continuously adapt their strategies to navigate shifts in search rankings, user experience requirements, and content quality expectations. 

Google’s AI Overviews: A Game-Changer for Search

Google introduced its new AI Overviews feature in the UK, designed to give users quick, AI-generated answers to their search queries directly on the search results page. This update aims to improve the search experience for users by providing concise insights that align with their intent, eliminating the need to click through to multiple websites.

This was a major development and AI Overviews can now be widely found across search results. SEO teams will be working to position themselves as the authority referenced by these AI Overviews for relevant searches going forward.

The Rise of Zero-Click Searches

AI overviews are part of a wider theme of providing answers to users’ queries directly on the search engine results page (SERP) through zero-click searches. These aim to save time for users but can have an impact on traffic, with users able to get the information they need without visiting a website. Although this new feature brings challenges for SEO professionals, there are ways to pivot strategies and capitalise on zero-click SEO. 

The Google Leak: Insights Into Ranking Factors

A document was leaked from Google in 2024 which caused widespread discussion amongst digital marketers. People were able to see some of the data that Google collects from websites, and this led to assumptions about the importance of some aspects of SEO, such as site authority and user interactions. 

Voice Search Optimisation Takes Centre Stage

Another development that is likely to play a significant role in SEO in 2025 is voice search optimisation. This has grown in prominence in recent times, with natural language and conversational copy being seen as a huge focus, catering to the growing number of voice search users. 20.5% of internet users worldwide already rely on it, with more than 1 billion voice searches taking place every month.

Experience, Expertise, Authority and Trustworthiness

EEAT has been a continued focus for Google, standing for experience, expertise, authority and trustworthiness. These aspects have been a priority for Google and how it considers the value of your website’s content for users. EEAT should, therefore, be high on the list of priorities for maintaining visibility. 

Navigating Technical SEO: Page Speed, Interactivity, and Visual Stability

Continuing the theme of user experience, Google’s update to its core web vitals included metrics like Next Paint. This measures how quickly users see visual content, highlighting the importance of website responsiveness. This update made it clearer than ever that technical performance—like page speed, interactivity, and visual stability—plays a crucial role in search rankings. 

SEO In 2025: What to Look Forward to

Looking ahead at the landscape of SEO in 2025, there is much to look forward to. Performance tracking is set to improve, with the launch of the new ‘24 hours’ view in Google Search Console. 

Real-Time Insights with Google Search Console’s ’24 Hours’ View

This new feature provides near-real-time insights, showing clicks, impressions, average CTR, and position for the last 24 hours with only a short delay. You can quickly monitor how newly published content performs, identify top-performing queries, and see user engagement trends. 

This new update is displayed in your local time zone, making SEO monitoring very responsive and accessible for 2025. 

Boosting E-Commerce Conversion Rates with Shipping Data Schema

Another exciting feature for SEO in 2025 is for e-commerce sites. They have the opportunity to improve conversion rates on product pages with a proposed new shipping data schema. If this is approved, this schema will allow businesses to highlight key shipping details, such as delivery costs, estimated delivery speed, and any weight or size limitations. 

For brands offering faster or more competitive shipping options, implementing this schema could provide a significant edge over the competition by showcasing these advantages directly on the search engine results page (SERP). 

This update will be a valuable tool for clients with superior shipping policies to drive higher engagement and conversions, positioning them as the clear choice for customers seeking convenience and speed. 

Contact ROAR today so we can help you implement these strategy-changing SEO solutions and drive measurable results for your business.

What ROAR has celebrated with clients

In 2024, ROAR delivered exceptional results for its clients, driving significant growth across multiple sectors.

• Netherby Hall achieved a remarkable 496% increase in conversions, while 
• Spence and Partners saw a 211% increase in quality leads
• Our work with Theodo resulted in an impressive 900% increase in conversions over 12 months
• Duo Global Consulting gained a 100% understanding of user performance to enhance their strategy
• Working with The Essence Vault, we drove a 210% increase in revenue from organic search, showcasing our ability to deliver measurable and impactful results through strategic digital marketing and SEO.

Our Final Thoughts

• Adaptability is key: The continuous changes in Google’s algorithms, AI features, and user expectations highlight the importance of staying up-to-date and flexible with SEO strategies to remain competitive.
• Focus on user intent and experience: Whether through AI overviews, zero-click searches, or improved technical performance, delivering valuable and relevant content for the users will help a successful SEO strategy.
• Consider new tools: From Google Search Console’s real-time insights to shipping data schema for e-commerce, businesses that implement these tools early will have an opportunity to gain visibility, engagement and conversions quicker than others. 

Are you ready to get help with your SEO in 2025? Find out more about our SEO services today.