8 SEO Trends You Need to Know in 2025!

Marketing and PR are constantly changing and evolving, but perhaps the most elusive marketing subgenre is SEO. The process of pleasing the algorithm to improve your brand’s position on search pages has never been more important for brands to master than it is now.

Here are ROXTAR’s 8 SEO trends and insights every marketer needs to know for 2025!

1. TikTok SEO remains important

TikTok is a mobile app that allows users to create short 15-second video clips. In 2019, TikTok surpassed Instagram as the world’s number 1 photo and video sharing app. According to a recent study, TikTok had approximately 656 million global users in 2021. This figure was projected to increase by about 15 percent year-over-year, reaching 755 million users in 2022.

Given that over 60% of TikTok users are Gen Z, younger users are now turning to TikTok instead of Google for discovery purposes. With so much attention on TikTok, it makes sense for marketers to take notice. And with the right approach, you can leverage all the hype around TikTok to drive organic search traffic and lead prospects to your site.

USE HASHTAGS

Hashtags are used to categorize content within a specific niche. They allow users to quickly find related posts. For example, #TikTok is a hashtag for all TikTok videos.
By using hashtags, you can target keywords relevant to your brand. This makes it easier for your audience to find your content when searching for similar topics.

CREATE VIDEOS WITH RELEVANT CONTENT

You can also use keywords to create videos that contain information relevant to your niche.
For example, a fitness channel might create a video called “Best Fitness Tips for Beginners” and talk about the best workout routines for beginners.
This type of video is highly targeted at beginners and provides useful information.

ADD VISUAL ELEMENTS

Adding visual elements like images and GIFs can help tell a story and draw viewers in.
For example, adding a photo of yourself holding a trophy or playing sports can give your video personality.

2. Content is still king.

Backlinks can be useful in increasing your website’s visibility and search engine ranking. They can also help you attract more visitors and improve your SEO results. There are several benefits to having backlinks.

3. Know your user

Marketers have long been obsessed with learning as much as possible about their customers. As 2025 approaches, understanding user intent and prioritizing user experience is crucial for SEO.

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WHAT IS USER INTENT?

User intent is the goal a searcher has for a particular query. For example, someone might be looking for a nearby place, a topic they want to learn more about, or a product they want to buy.

WHAT IS USER EXPERIENCE?

The user experience
is about what your audience thinks and feels. What is their experience with your website? Your application? Your brand as a whole? Website speed optimization is essential, but the UI UX design agency you work with should always keep the end-user in mind.

User intent and experience should be woven into the fabric of internet marketing strategies from day one. They are related because they share the same goal: to meet a user’s needs, or as some say, to solve a user’s problem.

4. Always use structured data

Structured data is information on web pages tagged with machine-readable codes called RDFa, microdata, JSON-LD, and so on. This helps search engines understand what each page contains and how they relate to each other. The best way to use structured data is to add it to your website code.

Structured data is important for search engines because they need to understand what information is available on your website. If you don’t give them the right information, they won’t be able to crawl your site properly. This means that when someone searches for something on Google, they will find your business and not a business that offers similar products or services.

5. AI in marketing is here to stay.

Artificial intelligence has become one of the hottest topics in marketing today. There are several ways to implement AI in your marketing campaigns, e.g., using chatbots for customer service, email automation, and website personalization. According to a recent study, the artificial intelligence (AI) market in marketing was estimated at $15.84 billion in 2021. The source predicted this figure would rise to over $107.5 billion by 2028.

AI-powered marketing has clear advantages, and with the advent of more AI tools, it’s safe to say that AI in marketing is not going anywhere.

6. Prioritize a responsive, mobile-friendly website

Mobile search optimization is, of course, an increasingly important SEO trend in 2025. The number of searches via phone is expected to increase in 2025 and beyond. Wondering how mobile-friendly your site is? Type ‘Google Mobile-Friendly Tool’ into Google’s search bar. A field will then appear where you can enter your website URL to be ranked by Google.

To improve your website’s performance on mobile devices, ensure it is built with responsive code and structure so that its appearance automatically changes depending on the device you use to access the website. You can also reduce your website’s loading time by implementing caching, using a content delivery network (CDN), and compressing your images. Finally, use the Google Accelerated Mobile Pages (AMP)
method to create mobile-friendly versions of your web pages.

7. Analytics are indispensable

Sounds like a hasty statement. Is this SEO trend worth emphasizing? YES! In 2025, brands must collect and unify their data, from data collection to analysis to insights. Marketers can use Google Analytics for SEO analysis, including:

– Mobile traffic monitoring to collect data on bounce rate, engagement, and more.

– Track your site’s search bar to understand what your site visitors are looking for and if there’s a gap in your content or service that you can fill.

– Identify the best and worst performing pages you want to emulate or update.

But sometimes the amount of data can be enormous. Fortunately, there are tools that automate data collection and analysis, so you don’t have to constantly check your numbers manually. You’ll always be aware of changes in search behavior and can optimize accordingly.

Automating SEO tasks with tools or software can significantly streamline the campaign for your team, allowing them to focus on more unique human and creative efforts. Tasks that can be automated include location tracking, site indexing, content quality analysis, reporting, keyword intent analysis, and monitoring brand mentions and newcomers.

8. SERPs have changed and become smarter.

Google’s algorithm has become much smarter over the years thanks to the implementation of artificial intelligence. A recent example of this is their BERT algorithm update. BERT is an acronym for a number of words that would probably make your head spin if you weren’t familiar with SEO. (Okay, okay, it stands for Bidirectional Encoder Representations from Transformers, for all you overachievers!)

With this update, Google understands speech better than humans. Like previous updates such as RankBrain, BERT explains why techniques like keyword stuffing no longer work and lower search rankings. BERT looks for niche and valuable conversational content.

The best strategy to ensure you meet BERT standards (they are, after all, responsible for rankings) is to achieve a Google E-A-T score: Expertise, Authority, and Trust.

Google’s guidelines describe what it means for a website to have good E-A-T. If you run a business that advises on or sells products or services that could affect someone’s health, happiness, safety, or financial stability, E-A-T SEO is essential. Google recognizes assets or information as YMYL or “Your Money or Your Life.”

Brands can demonstrate their expertise with content created by someone considered an expert in their field. In some cases, this can even be done by people with everyday knowledge of the subject. Gain authority in your field by making your site accessible to many people so they can learn more about your topic or field. Google considers you an authoritative person when you are endorsed or recommended by other experts and websites. Trust comes from being transparent about who creates the content on your website and having the correct contact information.

Why are SEO trends important?

SEO has changed significantly in recent years. It’s no longer just about having a website and ranking for keywords. Search engine algorithms are much more sophisticated than they used to be, and the way organizations use SEO tactics has changed with them. If you want to stay at the top of search results, it’s essential to understand what the current SEO trends are and how they affect your marketing strategies.

Want to know more about search engine optimization, or other things related to online marketing? Check our knowledge base here!