Cracking the SEO Code for 2025: Trends That Will Redefine Search

With the new year fast approaching, it’s time to look at key SEO trends for 2025. These trends fall into several categories: on-page SEO (messaging and content creation for humans), technical SEO (for the bots and crawlers), alternative search techniques and platforms (video, voice), the influence of the now-ubiquitous AI on search results, and more.

In a nutshell: Marketers must find ways to work around zero-click search, continue creating content with humans (not search engines) as the primary “consumers,” and ensure their content addresses users’ needs with a high degree of relevance, authority, and accessibility. Understanding how and why social media platforms surface videos or why author bios help a website stand out are other keys to SEO success in 2025.

The landmark antitrust case against Google as a search monopoly will likely change the SEO landscape yet again. That is, if the DOJ rules against the search behemoth and as a result its coveted data and insights become available to its competitors.

With SEO constantly evolving, we know there’s a lot to keep up with. That’s why over this three-part Tips series, we’ll share what you need to know about this important topic – without overwhelming you with the techie stuff.

This week: the rise of notability

Can’t Beat N-E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness–all factors Google looks for to decide what is quality content during a search. While this is not new, these factors are becoming more important as AI-generated content proliferates.

Google’s standards in 2025 are expanding to add a new letter—N for Notability. Showcase notability and authority by highlighting an author’s credentials, achievements, and credible sources, which also builds audience trust. (More about authors creds in an upcoming Tips edition.)

Brands that promote N-E-E-A-T will be rewarded by Google for their content originality. In other words, the human creators mean as much as the content they produce.

Insider Advantage Insight©: Relevance rules! This ties into the N-E-E-A-T piece. The SEO game has evolved to be more about hyper-personalization, with specific user needs and intent being met by content. Highly tailored content speaks to the individual, creating greater connections between consumers and brands.

Next edition, we look at AI, voice, and video search trends. Stay tuned!

Don’t just follow SEO trends—leverage them to your advantage. Get in touch to see how we can help.