If you’re researching upcoming SEO trends for 2025, you may have noticed something: we appear to be on the verge of huge changes.
The rapid growth of artificial intelligence, advanced social media search, and Google’s declining power are all changing the face of search engine optimization as we know it.
You could be forgiven for feeling overwhelmed by all this change, especially if you:
- Don’t have time to study the SEO landscape and stay up to speed with the latest events
- Don’t know how new SEO trends you do come across will impact your business
- Feel your brand is getting left behind due to a poor knowledge of the latest SEO.
As specialists in helping businesses rank on the first page of Google to get more customers, the Mint Position team tracks the future of SEO closely. This involves sitting down with experts to get their unique insights into what we can expect, as we’ve done with this article.
Read on to discover what experts believe the key SEO trends of 2025 are, and what you can do to make sure your business takes full advantage of them.
We’ll cover:
- AI Overviews
- Diversification beyond Google
- Video search
- Topic authority – N-E-E-A-T
- Hyper Localization
- AI-assisted SEO
Keeping up to speed with SEO trends is just one part of a business’s marketing strategy. Book a no-cost consultation with Mint Position, an SEO-focused content marketing agency to find out how we use journalistic-quality content strategies to get you more customers.
6 SEO trends in 2025 you should be watching closing
Every year, SEO developments, or trends, arise that impact your SEO game plan. The best companies are the ones that know how to recognize them and integrate them into their strategy.
Here are the six SEO trends in 2025 that every business that cares about online visibility should know.
1. AI Overviews are reshaping Google search results
Type in a query into the search engine now and you may get a new kind of answer: a brief generative AI summary of results, known as AI Overviews.
Google’s AI Overviews are AI-generated bullet lists or paragraphs that summarize key information into clear, quick answers shown in organic search results. At the time of writing, Google has rolled out this feature in over 100 countries, including the US, the UK, and Mexico, but we can expect to see it pop up more in global searches this year.
Not only do Overviews appear at the top of SERPs (Search Engine Results Pages), but they’re also generating more clicks than Featured Snippets (search summaries from single websites), according to data from SEO.ai.
People who click on an AI overview vs Featured Snippets
Source: SEO.ai
AI overviews are reducing zero-click searches by offering clickable information from a variety of sources, prompting users to click and explore multiple resources further.
In contrast, Featured Snippets are static, providing a brief piece of information from one source.
This shift can benefit businesses, as they now have a better chance of appearing as a sub-topic in AI overviews, rather than fighting the competition to be the sole source in a Featured Snippet.
Valerie Leroux, SEO expert and mentor at Bioty Healthcare, notes that this will shape how businesses craft their content, and they’ll start to use an approach that many are calling Generative Search Optimization. The best way to do this is to start starting the right keywords.
“AI Overviews really encourage us to think beyond (simple-definition keywords)”, she says. “Which additional value could our content bring that cannot be simply brought up by AI? For instance, blogs focusing on ‘What is’ questions have very limited value today and are unlikely to drive any traffic to your website.”
Instead, we’re seeing that long-tail keywords that suit the open-ended and conversational nature of AI tools (like ChatGPT) are coming to the fore.
Let’s look at an example. Below is a long-tail keyword search that leads to several sub-topics within the overview.
AI Overviews sometimes generate multiple sub-topics that businesses can target
The keyword may seem like it could generate a simple numerical answer, but the answer is much more complicated than that. This topic is broad enough to merit a long-form piece of content that cannot be fully answered in just a few paragraphs, making it an ideal target for SEO-focused content marketing.
Businesses should thus target related keywords in these subtopics to try and get into existing AI results. Or they can think outside of the box by trying to comprehensively answer that keyword question in a way that may not exist yet.
Now consider a simple definition keyword, like the one below for the same topic.
The AI overview provides an aggregation of a few sources, which give a complete definition of the term and no further need to explore.
Definition articles are thus much more likely to result in a zero-click search than before thanks to AI Overview.
What businesses can do
Build your content around keyword research that addresses specific customer concerns, focusing on topics that already appear on the AI Overview. Use AI tools to analyze your target keyword and see if it generates an AI Overview on the SERP (not all do, as with featured snippets).
If there is an AI Overview, try to answer the specific topics that already appear there, such as through specific H2 headers or an FAQ section. Knowing how to structure your page to answer those topics is the next thing.
Answering these queries with clear, concise answers is crucial here and structured data (including frontloading the most valuable information) will help you do this.
Providing schema markups will also help search engines better understand the content on your pages.
“Structuring blogs with an FAQ approach and increasing the use of interactive tools to better address the search intent will help with this”, says Valerie.
2. Diversification beyond Google is now a must-do
Now, we’re aware that the previous section focused on how to rank for Google search results.
Indeed, the world’s number 1 search engine is still dominant. It makes up 70% of all US traditional search ad spending and still has around the same share of web traffic as it did in 2023.
Just look at this chart by Semrush company Datos below that still puts it way ahead of its rivals in 2024.
Google’s search activity compared to its rivals (2024)
Source: Datos
But, this situation probably isn’t going to last forever. Google faces several challenges that could disrupt its dominance and make its decline one of the SEO trends 2025 has in store for us.
Firstly, Google’s ongoing anti-trust court battles could lead to restrictions on their practices, possibly forcing users to seek alternative search solutions, such as those offered by social media platforms like TikTok. Influencers there are already attracting young people seeking advice and trustworthiness.
“I’m noticing that I go to TikTok or Instagram for reviews rather than Google,” says Lily Ray, VP OF SEO Strategy and Research at Amsive. “I want firsthand insights from small creators because they feel more trustworthy than big brands”, she says in a recent interview with Moz.
Secondly, changes in search may arise from forced data-sharing regulations. If Google is forced to share its valuable data with competitors, it could level the playing field, allowing other search engines to gain market share.
Finally, increased competition and innovation in the search engine market are inevitable. You probably saw the name Perplexity on the chart above. This AI-powered conversational search engine increased its monthly active users (MAUs) by 3.4x between May 2023 and May 2024. Its share of desktop search traffic grew by nearly 5x in the same period.
This increased competition will force Google to continually adapt and innovate to maintain its leading position, and your business must be ready for it.
What businesses can do
Relying solely on Google for traffic is risky.
Diversifying your SEO content strategy across multiple platforms (YouTube, TikTok, LinkedIn, and new AI-focused search engines) is a smart move. This will mean doing extra work to optimize posts for other platforms so that your target audience can find you there.
Also, don’t stick to just one medium — mix it up with videos, podcasts, webinars, and infographics.
Look for opportunities to repurpose relevant content across channels. A webinar, for example, can easily be turned into a blog series or a chain of fintech social media posts to find people searching there instead of Google.
3. Voice search is becoming more popular
Consider these statistics:
- More than 50% of the adults reported that they used voice search daily in 2024.
- More than 1 billion voice searches take place every month.
These two stats alone should make us sit up and take notice of an SEO trend that can help you hit places out of the reach of traditional search methods.
Voice search is reshaping how people access information. The convenience and speed of voice-activated devices appeal to tech-savvy users.
People now expect seamless answers to voice queries like “Hey Siri, what’s the best app for saving?” or “Alexa, explain altcoins to me simply.”
“As a leader in the domain and digital identity space, this is a topic I’m extremely passionate about, one I think every business leader should pay close attention to now and in the future,” says Akram Atallah, CEO of Identity Digital in a recent Forbes article. “The use of this technology is becoming more ingrained in consumer and user behavior. Optimizing websites for voice search is no longer optional—it’s a necessity.”
What businesses can do
Optimize content creation for voice-activated devices and conversational queries.
How? Here’s a checklist any business can follow:
- Use natural language and simple sentences. Phrases including “near me” and “how to” are popular with voice searchers.
- Target specific, long-tail keywords and questions. The average voice search query is 29 words long, almost 10 times longer than the typical Google query.
- Use schema markup. This helps search engines understand your content to better utilize in voice searches.
- Ensure your website is mobile-friendly so that it’s more likely to show up on mobile voice searches.
- Create FAQ pages, bullet points, and numbered lists. This format helps with voice search by providing concise answers to common questions.
- Use memorable and simple domain names. Simple keywords before and after the dot are much easier to recall and speak out loud than longer domains.
- Use voice search tools and see where you rank. These help you test your content’s performance.
4. Building topic authority across multiple channels is becoming more and more important
Building brand credibility with expert input has been one of the most successful SEO strategies for some time now, but the arrival of generative AI has made it a non-negotiable.
Google’s SERP algorithms don’t just prioritize specialist insights and helpful content that resonates with people, they’ve even started de-indexing websites with unoriginal content that reeks suspiciously of AI landfill.
We can neatly sum up this shift in the expansion of the search engine’s E-E-A-T criteria to include an “N” at the front (for notability) – or the reputation and experience of its authors, in other words.
What’s more, this N-E-E-A-T presence must be visible across multiple platforms, including social media, blogs, and video content as search engines seek a fully-rounded representation of a brand.
“SEO is simply going to get harder and harder in the future”, says Mike Funkhouser, an SEO specialist and founder of Agency Helper. “As AI improves and algorithms get smarter, search engines will start evaluating multiple channels for a complete picture of a brand. Businesses are going to have to be multi-channel, multi-strategy, and diversify their efforts.”
This presents a tough, but not impossible, challenge for businesses wishing to stand out in a competitive industry.
High-ranking content will increasingly depend on user behavior metrics, in-depth formats, and a strong presence across channels.
What businesses can do
Building topic authority that meets N-E-E-A-T criteria means more than just blogging via your in-house marketing team.
Investing in a diverse content mix that reflects your brand’s expertise is the only way to future-proof your marketing strategy. This includes white papers, video tutorials, and even podcasts including the views of respected experts — all of which serve to put you well above the avalanche of AI content.
Adding to this, Mike says “Google is clearly trying to move away from backlinks and black-hat techniques, and the only alternative is a more holistic approach.”
5. Hyper-localization
Google’s growing emphasis on user intent and personalization means hyper-localization is becoming a core part of its search results. This is a boon for businesses that depend on local customers, especially retailers.
People aren’t just looking for generic information; they’re looking for solutions right where they live or work.
Google’s algorithms are responding by prioritizing results that reflect users’ local needs. For businesses with a regional or global focus, this creates an opportunity to strengthen community presence and reach potential customers nearby, or by focusing on a specific market within your global or regional footprint.
Here’s how hyper-localization is shaping search results:
- Search results are now tailored for precision. Google prioritizes showing users region-specific options for products and services. A search for “coffee shop” in Boston will deliver different results than the same search in New York.
- Local competitors are edging out big players. National brands often lose ranking ground to local businesses, even for broader terms like “buy shoes online.”
- User intent is laser-focused. Searchers want results that are actionable and convenient — think nearby restaurants, stores, or service providers that meet their needs instantly.
Tory Gray, CEO of SEO consulting company GrayDotCo, summarized it perfectly to Moz: “This year revealed a growing trend of regional ranking disparities with national brands losing ground to localized competitors, even for queries like “{product/service name},” she says. “This is something that will only increase as Google continues to refine its local algorithms.”
The message is clear for businesses targeting local customers: local SEO is no longer optional if you want to stay competitive in your local area.
That said, for businesses with a global focus, hyper-local SEO may be less of a priority.
What businesses can do
The rise of hyper-localization means companies that use local SEO must adapt to stay competitive. Here’s how to position your brand to thrive in a hyper-local SEO environment.
- Target location-specific keywords. Focus on an SEO keyword strategy tailored to your key markets — whether that’s “digital wallets in Dubai” or “plant stores in Texas.” These terms help you connect directly with local audiences searching for solutions.
- Maintain your Google Business Profile. Ensure your profile is complete, accurate, and regularly updated. Include details like your office location, hours, and contact information to make it easy for local customers to find and trust you.
- Track geo-specific search rankings. Track how you rank in different regions to identify shifts in competition. Use tools that provide regional insights and adjust your strategy as needed to stay ahead.
- Craft content for locals. Develop region-specific landing pages that speak directly to local customers. Include local compliance certifications and market-specific offerings.
- Encourage user-generated content, like reviews and testimonials. Highlight regional case studies or success stories from satisfied local customers.
6. AI-assisted SEO is coming to the fore
Managing SEO is tough. You’re battling high-difficulty keywords and rapidly evolving search behavior.
AI and automation tools can lighten the load by handling tedious but essential tasks like technical SEO, competitor analysis, and content optimization.
“AI-powered tools can now analyze vast amounts of SERP data faster than ever before, says Manick Bhan, CTO of automation start-up Search Atlas. “Technical SEO tasks that took weeks of page-by-page optimizations can now be accomplished in mere minutes.”
But here’s the catch: AI tools are only as good as the strategy guiding them. That’s where a human content team, or a dedicated content marketing agency, becomes indispensable.
Automation might find opportunities, but it can’t create nuanced, industry-specific content that resonates with your audience. A skilled team can interpret the data, craft compliant and engaging content, and ensure your brand voice stays consistent. They also bring creativity, emotional intelligence, and the ability to adapt to unique challenges — things AI simply can’t replicate.
What businesses can do
Keep up with competitors who are using the smartest SEO approach to get results.
However, there’s a delicate balance between optimizing your content using AI and overreliance on these tools that leads to bland, generic messaging.
The winning formula? Use AI tools to handle the grunt work and free up your team for what they do best: creating human, high-quality content built around expert insights and audience trust.
More specifically this means:
- Sharing exclusive insights and expert perspectives
- Using audience-centric language to directly address their pain points
- Offering practical, step-by-step advice that readers can immediately put to use
- Use interactive tools and engagement opportunities to build deeper connections
Will SEO exist in 5 years?
SEO won’t disappear in the next five years — but it’s going to look different.
The purpose of SEO has always been to help people find relevant, high-quality content that isn’t going anywhere. What will change is how we get there.
As technology advances, search engines will continue to evolve, and businesses will need to adapt their strategies along the way.
Artificial intelligence (AI) and machine learning are already shaping the future of SEO. Tools like Google’s RankBrain are getting smarter at understanding user intent, and this trend will only accelerate.
In five years, SEO will shift towards creating more high-quality, user-focused content, with AI streamlining many of the tasks that once took hours to manage. Voice and visual search will also rise, so businesses will need to optimize content for these new formats.
User experience (UX) and understanding search behavior will be vital, particularly in SEO for financial services. Businesses will need to find new ways to keep visitors engaged as they seek a fully rounded digital experience, instead of just static content.
In such a fast-moving SEO scene, partnering with a specialized content marketing agency like Mint Position makes sense.
At Mint Position, we understand the complexities of the SEO world, from regulatory challenges to the need for precise, compliant messaging.
We’ve developed a strategy focused on building topic authority and generating organic traffic through high-quality, SEO-driven content.
Our team helps businesses rank for competitive keywords and reach the right audience.
Whether you’re in digital payments, e-commerce, or cryptocurrency, we’ve got the experience to help you grow.
Ready to tap into the latest SEO knowledge to get more customers? Get in touch with us and we’ll show you how we’ve helped dozens of businesses create a pipeline of higher organic traffic and conversions.
