Content
SEO Trends 2025
January 2, 2025
11 min
With the advancement of artificial intelligence and the evolving behavior of users, the rules of the game are changing. In 2025, brands must adapt their SEO strategies to address personalized search results, the growing importance of video content, the integration of social signals, and mobile-first indexing.
In this article, Promodo experts will share the key SEO trends to expect in 2025
We’ve compiled the 10 most important SEO trends that will be relevant in 2025. From the impact of artificial intelligence and new instant answer formats to the growing importance of video content, mobile indexing, and the comprehensive user journey, these trends will shape how search engines interact with content and how brands engage with their audience.
Artificial intelligence is already actively changing the rules of the game in the SEO world.
Tools like ChatGPT, Claude, and Perplexity will continue to grow. This means they respond to user queries better than traditional search engines. AI-powered search engines deeply understand user intent, offering more personalized and precise results.
Yulia Stolyar, SEO Specialist at Promodo
SEO strategies must adapt to these new intelligent algorithms to remain relevant and effective. This is a time for experimentation, exploring new approaches, and adjusting content to meet audience needs.
With the advent of AI Overviews and personalized search results, traditional search position tracking is becoming less relevant.
Previously, we could simply check a website's ranking — for example, "third place on the first page." But now everything has changed. Why? Because search engines display different results to different people, depending on their preferences, location, or search history.
Imagine this: instead of a standard list of links, one person sees an AI Overview, while another gets a dedicated answer card. This significantly changes the approach to SEO. Now, it's more important to understand how your content appears in these personalized formats and how it reaches your target audience.
Users should view Google as their homepage, while brands must saturate search results with relevant information about themselves. For those who do click through to your website, it's crucial to create a personalized buyer journey optimized for specific user intent. Using audience data enables fine-tuning interactions to genuinely resonate with the target audience, which in turn significantly boosts conversions across all channels.
Anastasiia Pasteka, Middle SEO Specialist at Promodo
By 2025, Google will actively expand its AI capabilities, increasing the presence of ads and product listings in AI Overviews. Over time, featured snippets may become obsolete, as AI Overviews are set to become the primary tool for delivering contextual answers.
Why It Matters: AI Overviews are gradually taking center stage, and traditional search features, such as featured snippets, may lose relevance. Google is focusing on using AI to recommend products and provide in-depth answers to queries, fundamentally changing how content appears in search results.
For brands, this is a challenge — they must understand how AI generates answers and selects sources to remain visible and relevant in the new search ecosystem.
Tip: When conducting keyword research, consider how people phrase queries when interacting with AI tools. Add frequently asked questions (FAQs) to your website with clear, concise answers, and provide detailed explanations where necessary.
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is becoming a crucial factor in content evaluation. If your material reflects genuine experience and demonstrates expertise, your chances of ranking at the top of search results increase significantly.
With Google’s latest updates, the importance of this factor continues to grow. It’s essential to prioritize E-E-A-T to ensure your website secures high positions in search rankings. This isn’t just relevant for medical and legal resources, but also for e-commerce platforms.
Oksana Babenko, SEO Specialist at Promodo
Authenticity is your main advantage. User-centricity must remain at the heart of everything you do. If you’re creating content solely for Google, you’re missing the point. Always ask yourself: Would I create this for my readers if Google didn’t exist?
As most online traffic comes from mobile devices, search engines will continue to prioritize mobile-friendly websites. Your site must be optimized for smartphones and meet the Core Web Vitals criteria — loading speed, interactivity, and visual stability.
Another key trend is the growing importance of user experience (UX). Search engines are paying increasing attention to how users interact with websites and whether their experience is smooth and comfortable.
Search engines are placing greater emphasis on user interactions with content on social media — likes, comments, shares, view counts, and even the tone of discussions. These social signals indicate the relevance and popularity of content.
They are increasingly influencing rankings through integration with search engines and Google Discover.
Anastasiia Pasteka, Middle SEO Specialist at Promodo
High activity and discussions around a brand on social media help build its authority, especially when content from social platforms earns backlinks or positive mentions on other resources.
TikTok, Instagram, and YouTube are emerging as alternative tools for information search. Brands need to adapt SMM content for each platform individually to engage users effectively.
Companies will need to put more effort into making their products visually appealing specifically in Google Shopping formats, not just on their websites. Competition is rising, and Google increasingly emphasizes the success of this format.
Imagine a world where users don’t need to leave the search results page to find answers. This is the essence of zero-click searches, where queries are resolved directly in SERPs or AI Overviews.
Practical Tip: Optimize content for featured snippets and short answers. Structure it with clear headings, lists, and tables addressing common user questions.
The role of local SEO will grow significantly, supported by AI-powered features such as "Search near me" and user behavior-based recommendations.
Key strategies for 2025 local SEO include:
Tip: Linking this data to business offerings helps search engines surface the most relevant local details.
The user journey is no longer linear. With multiple channels and platforms, tracking and identifying what drives final conversion is becoming increasingly challenging.
Users often seek validation at every stage—reviews, detailed product insights, and accessible customer service can heavily influence their decision-making.
Example User Path:
Key Insight: Brands need to maintain a presence across all these touchpoints.
Video content is becoming a key priority for both user engagement and search rankings.
Why Video Matters:
Optimization Tip: Use VideoObject structured data and link your videos to YouTube for better indexing.
The adoption of voice assistants and visual search technologies is on the rise, requiring websites to optimize for natural language queries and image-based searches.
Example Query Shift: Instead of searching “running shoes,” users might ask, “What are the best running shoes for winter?” AI can deliver concise recommendations directly in search results.
Strategy for Voice & Visual Search:
Brands must not only adapt to these trends but also integrate SEO, UX, video, and social media into a cohesive strategy. This unified approach will ensure a seamless user journey and sustained visibility in the evolving search landscape.
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