In 2025, SEO has evolved beyond just “keyword optimisation“; it now emphasises AI, user experience, and trustworthiness (EEAT). Google is now prioritising websites that can provide users with real value, accurate information, and authority.
Below are the latest 12 effective SEO strategies, which will put you ahead of competitors in 2025.
1️⃣ EEAT: Experience, Competence, Authority, and Credibility
Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is the key factor in the ranking for 2025.
What to do:
- Add the author’s bio and credentials, as well as the company.
- Use your own research, data, case studies, and actual results.
- Add an SSL (https) contact page and review section to the site.
- Use trust signals (e.g., media coverage, client logos, rewards).
2️⃣ Optimised for AI and SGE (Search Generative Experience)
The main change in Google Search in 2025 is SGE – Search Generative Experience. Here’s how Google AI pulls a short summary from your website.
What to do:
- Put FAQs, summary boxes, and how-to sections in every blog.
- Use schema markup (FAQ, Article, HowTo).
- Write the answers to each question in 50–70 words to target the featured snippet.
- Use semantic keywords (LSI terms).
3️⃣ Creating Content by Understanding the Search Intent
Google now ranks by understanding the user’s intent.
Type of content:
- Informational: For users seeking knowledge (e.g., “What is SEO?”)
- Transactional: For users who want to buy (e.g., “Best Laptop Under 70k”)
- Navigational: For users who want to go to a brand or site.
Solution: Before writing the content, understand the search intent and arrange the headings and content accordingly.
4️⃣ Improve Core Web Vitals and Page Speed
Google evaluates the speed, interaction, and visual stability of the website.
The target value:
- LCP (Largest Contentful Paint): ≤ 2.5s
- Interaction Delay (INP): up to 200 ms
- CLS (Layout Shift): ≤ 0.1
Tips:
- Use the WebP or AVIF image format.
- Increase speed with CDN (Cloudflare, Bunny.net).
- Have a mobile-friendly design.
5️⃣ Create a Topical Authority
When you create in-depth content on a topic, Google sees you as an “expert” on that topic.
Example:
Main topic: Solar Energy
Sub-topics: “Inverter type”, “Battery life”, “Installation cost”, “ROI calculation”, etc.
Interlink all of them and create pillar content.
6️⃣ Creating High-Quality Backlinks
A backlink is a “web trust signal”. But in 2025, only standard and relevant links will be effective.
What to do:
- Digital PR and guest postings.
- Get media backlinks by publishing a case study or data report.
- Use internal linking correctly (3–5 links per page).
7️⃣ Content Update and Refresh
Google emphasises the “freshness” factor.
Update your blog every 3–6 months:
- Add new data, examples, images, and quotes.
- Refresh the meta title and description.
8️⃣ Video and Multimedia SEO
Video is now available on Google SGE.
To do:
- Create short explainer videos on YouTube.
- Enter keyword captions and schema markup in the video.
- Optimise the alt tag and file name in the image.
9️⃣ Search Engine Optimisation and SEO
By 2025, 60% of all searches will be done by voice.
To do:
- Use natural language (“how”, “why”, “where”).
- Give short answers (within 50 words).
- Put the question-answer format in the FAQ section.
🔟 Local SEO and Google Business Profile
If your business is local, Google Business Profile (GMB) is essential.
What to do:
- Weekly updates and reviews.
- Keep accurate NAP (Name, Address, Phone) information.
- Use the keyword “near me” (e.g., “cleaning service near Marina Dubai”).
11️⃣ Content Performance Analysis
SEO is not a one-day job; it’s a continuous measurement process.
Tools:
- Google Search Console
- Google Analytics 4 (GA4)
- Ahrefs / SEMrush
- RankMath / Yoast SEO Plugin
12️⃣ Content Personalisation and the Use of AI
The biggest change in 2025: AI-personalised content.
To do:
- Create and humanise drafts with ChatGPT / Gemini / Jasper.
- Connect AI chatbots to the website (FAQ answers, recommendations, etc.).
- Show dynamic content according to the user’s browsing data.
Conclusion
In 2025, SEO will be:
“Real knowledge + AI optimisation + user experience.”
Google is focused on websites that deliver value, trust, and user experience.
