SEO continues to change in 2025: search engines are improving their algorithms, AI is growing, voice search is becoming more popular, and social networks are influencing search rankings. The effectiveness of an SEO strategy depends on high-quality content, technical optimization, what to pay attention to and adaptation to new requirements.
We have collected 10 SEO trends for 2025 that specialists should pay attention to.
1. Find a balance between AI and manual labor what to pay attention to
In 2024, there was a hype about AI tools that optimize work, simplify content creation, and save time. However, not all of them are worth attention, and in order to get a quality result, you need to put in effort into creating prompts, checking, or correcting the results several times.
AI tools trained on large but standardized data sets often fail to take into account nuances and cannot adapt to human experience, country email list resulting in content that may not be relevant to current trends or specific audience needs. Unlike specialists who can apply their expertise in specific areas, build hypotheses, and improve strategies, according to Google’s recommendations .
The use of popular AI tools creates another problem. As many experts rely on similar platforms trained on similar datasets, the risk of getting homogenous content increases . Data from New York Magazine already indicates that the spread of AI has led to an increase in poor-quality content, making it harder for algorithms and publishers who publish quality content and seek visibility to do their jobs. The Financial Times also says the same .
2. Experience comes first
The Google API document published in May references OriginalContentScore, further evidence that experience is becoming an important marker of original, non-AI-generated content that Google will prioritize.
- If articles, then from experts with experience;
- if there are reviews, then from real customers;
- if research, then with references to real data;
- if it’s ideas, trends, or advice, then it’s unique and interpreted.
Verified authorship, experience, and expertise are important trends for 2025. Starting in September, Google will be identifying content creators , further emphasizing the importance of authorship and experience in creating quality content.
3. Pressure on Google and consideration of alternatives
Open AI has unveiled Search GPT . Claude, Perplexity, and EU regulators are also putting pressure on Google as a search monopoly. This is forcing the company to share data with competitors and changing the rules of SEO.
If Google were to share its algorithms and data, it would allow competitors to adapt new search engines more quickly. They would have a foundation of ready-made data on which to improve their algorithms, adding their own shifting towards natural and sustainable products hypotheses and improvements. The result would be a more diversified search market, with many platforms competing with each other.
It will also be necessary to take better care of protecting sites from manipulation by fraudsters, as opening Google documents can make it easier for them to understand how algorithms work.
4. EEAT are becoming even more important
Manipulative SEO moves have hurt Google : articles overoptimized with keywords are not read , rankings aimed at search engine optimization are not trusted, and therefore more and more people are turning to GPT to find the information they need quickly.
In 2025, it plans to regain users’ trust and has already announced major changes in advertising and search.
EEAT will play a big role in this, as these factors determine how Google sees quality, trusted content.
5. Optimization for voice search
Google recently started testing podcasts generated caseno email list by AI based on articles and news that have made it to Discover. Voice mode has also been added to Google Lens and ChatGPT in 2024 , and the number of smart speakers and voice assistants is growing every year.
People are increasingly using voice commands to find the information they need ; they are using voice messages to quickly convey the essence and listening to podcasts. Voice has been an SEO trend for more than a year, so it is worth optimizing your sites for this type of search.
Voice search differs from text search in that key phrases become longer and more detailed. Instead of “top Georgian restaurants in Kyiv,” you can say “what good Georgian restaurants are nearby right now.” To capture these queries, you can create FAQ sections with natural phrases on your website page.
