Top 5 SEO updates you need to know for 2025

By Phoebe at Total Guide To

SEO is undergoing one of its biggest transformations yet. As AI-driven search, changing user behaviours, and evolving ranking factors redefine visibility, businesses must adapt to remain competitive.

Google’s search algorithms are more advanced than ever, prioritising search intent, authoritative content, and multimedia integration. If you want your content to be discoverable in 2025, these are the most important updates to understand - along with how to optimise for them.

1. Google’s AI-first indexing: Content must adapt to AI-generated search results

Google has officially transitioned to AI-first indexing, meaning artificial intelligence plays a greater role in determining what ranks. Instead of simply analysing keyword frequency, Google’s AI evaluates context, credibility, and usefulness.

What this means for content creators and businesses:

• AI-human collaboration is essential. AI-generated content alone lacks the nuance, credibility, and authenticity that Google favours. The best approach is to use AI as a tool to enhance human-created content, not as a replacement.
• EEAT (Experience, Expertise, Authority, Trust) is more important than ever. Google is prioritising content that demonstrates first-hand experience, verified expertise, and strong authority in its field.
• Verified author credentials matter. Attribution to real, recognised experts - whether through author bios, LinkedIn profiles, or professional bylines - enhances credibility and ranking potential.

How to optimise:

• Use AI to assist, not replace human insight - content should be fact-checked and refined by experts.
• Ensure your content aligns with EEAT principles, particularly for industries like finance, health, and law, where accuracy is crucial.
• Incorporate author bios with links to verified professional profiles to reinforce expertise.

2. Search intent optimisation: Answering questions is more important than keywords

Google’s AI is increasingly focused on understanding intent rather than exact keyword matches. It is analysing searches in context, prioritising content that best answers user queries comprehensively.

What this means for you:

• Keyword stuffing is ineffective. Google now understands synonyms and related phrases, meaning forcing an exact keyword multiple times is unnecessary.
• FAQs and structured content are essential. Because many searches are phrased as questions, content that is structured to answer common queries performs well.
• Longer, in-depth content can outperform short, keyword-heavy pages. Google values content that provides genuine depth and thoroughly answers a user’s question.

How to optimise:

• Focus on answering queries with clarity and depth rather than forcing keyword density.
• Use FAQ sections to directly address common questions related to your topic.
• Structure content in a logical, scannable format, making it easy for Google to extract key information.

3. Video & short-form content: SEO now prioritises multimedia

Text-based content is no longer enough - video and short-form content are now essential for search visibility. With the rise of YouTube Shorts, TikTok, and Instagram Reels, Google is integrating video into search results at a much higher rate.

What this means for you:

• Google now ranks short-form videos in search results. If you create industry-relevant videos, they have the potential to appear alongside traditional web pages.
• Embedded videos improve SEO performance. Blogs that include relevant videos tend to rank higher and retain visitors longer.
• Voice search is increasing. As more searches happen through Alexa, Google Assistant, and Siri, video and image optimisation are becoming crucial for discoverability.

How to optimise:

• Create short, informative videos relevant to your content - Google increasingly ranks these in search results.
• Embed videos in blogs and landing pages to improve engagement and rankings.
• Optimise for voice search by ensuring content is phrased in a conversational, natural way.

4. Zero-click searches: Featured snippets and AI-generated answers are dominating

More users than ever find answers directly on the search results page, without needing to click through to a website. This shift towards zero-click searches is reshaping SEO strategy.

What this means for you:

• Google’s AI is surfacing answers directly in search results. Whether through featured snippets, AI-generated summaries, or People Also Ask boxes, fewer users are clicking through to traditional websites.
• Ranking #1 is no longer enough. The real priority is now securing featured snippets and position-zero results, which appear above standard rankings.
• Content needs to be structured for quick answers. Google favours concise, well-structured answers that can be extracted for People Also Ask and other search features.

How to optimise:

• Write clear, concise answers to common queries early in your content.
• Structure articles with subheadings, bullet points, and key takeaways to make them snippet-friendly.
• Research and optimise for People Also Ask questions, ensuring your content directly addresses these topics.

5. Structured data & schema markup: Google is prioritising data-rich content

Google is placing even greater emphasis on structured data and schema markup, allowing websites to enhance search listings with rich snippets.

What this means for you:

• Rich snippets stand out in search results. Sites that use schema markup can display star ratings, FAQs, product details, and event information, increasing click-through rates.
• Google understands structured data better than ever. Adding schema helps Google categorise and prioritise your content.
• FAQ and How-To schema are particularly valuable. These formats help improve visibility in search results and voice search queries.

How to optimise:

• Implement schema markup for FAQs, products, reviews, and how-to content.
• Use Google’s Structured Data Testing Tool to ensure proper implementation.
• Leverage rich snippets to enhance your search visibility and improve click-through rates.

So…

SEO in 2025 is no longer about keyword repetition - it’s about understanding user behaviour, leveraging AI, and creating high-value content across multiple formats.

To stay ahead, businesses must:

• Blend AI with human expertise - automated content alone won’t perform well.
• Optimise for intent, not just keywords - Google prioritises meaningful answers.
• Embrace video and multimedia content - Google increasingly ranks video results.
• Prepare for zero-click searches - securing featured snippets is now critical.
• Use structured data - schema markup enhances visibility and search relevance.

By focusing on quality, authority, and adaptability, your content can remain highly visible and competitive in the evolving search landscape.

Looking to refine your SEO strategy for 2025? Get in touch with the Total Guide To team - we can help you navigate the latest changes and ensure your content remains at the forefront of search.

Phoebe Hooper - Digital Marketing Executive & Account Manager at Total Guide To