SGoogle – SEO – AI and the constant changing landscape of search
Google is constantly changing the goal posts, changing it’s focus, and rolling out multiple algorithm changes a day! With the rise of AI the landscape has morphed into something of a new world. To succeed, you must adapt!
2025 SEO trends high level analysis
SEO still drives more than half of all website traffic, it isn’t being replaced by AI but it is changing. This makes SEO a crucial part of your digital marketing strategy.
Although this changing landscape can be frustrating and sometimes cause confusion, it is not necessarily a bad thing. Google aims to serve you pages/ results (SERPS) that meet your needs.
Key SEO Trends
- User Experience: with the rise of AI this has increased in importance. People want real – and so does Google.
- Site Speed and Mobile Optimisation remain vital for ranking. These form an integral part of a wholistic approach to your sites SEO.
- Search Everwhere Optimisation – in short you should be looking broadly across platforms. For example, Google My Business is a powerful driver of traffic to your website.
- Signals – Google is measuring your website for factors like content quality, content freshness and relevance. User friendliness is also a big factor. These are just a few of the elements that affect your websites signals.
- High quality content that is aligned with search intent.
- Niche targeting (Google loves local and branded content with a high trust factor)
Google wants and needs to rank sites that you want to see.
Contrary to popular belief, Google’s focus is not on the 200+ factors in their algorithm, but rather it is to serve YOU their user with an accurate, efficient, appropriate and trustworthy experience.
So, what does Google measure to evaluate this? First and foremost is navigation. Make sure you understand how users navigate, have clear and logical URL structure, structured data and internal links.
Technical SEO and Website Speed
- LCP (Largest Content Paint)
- INP (Interaction to Next Paint)
- CLS (Cumulative Layout Shift)
- FCP (First Content Paint)
- TTFB (Time to First Byte)
