SEO in 2025 is going to be significantly different than ever before. Based on my data, trend spotting, and experience, I realized that my predictions for 2025 were so unusual that I thought I was tripping. To confirm my sanity, I decided to crowdsource opinions from the community, and many smart people share similar feelings—things are getting weird. In this video, I will share my top 12 predictions on how SEO will change and what you can do to prepare.
We will discuss various topics, including AI, essential new ranking signals, market gaps and opportunities, antitrust lawsuits, challenges for small website publishers, and more. Before diving in, I want to let you know that my SEO agency, The Search Initiative, is offering a $1,000 discount until the end of the month. You can get a free audit by visiting our website.
Let’s start with the ranking factors you need to focus on in 2025.
Prediction #1: Branding Focus
Turning your website into a brand will become a new focus. SEO experts have long advised treating your website as a brand. What’s new is the evidence showing that Google prefers established brands. A correlation study indicated that winners of Google’s helpful content update had a higher ratio of brand searches compared to backlinks.
Prediction #2: Traffic Diversity
Traffic diversity will become a crucial ranking factor. Relying solely on search engine traffic is becoming less reliable for many websites. Diversifying traffic sources—like video, email, social media, and PPC—will yield better SEO results. When activity occurs on other channels, it positively impacts SEO performance.
Prediction #3: User Signals
Google will increasingly rely on user signals in its algorithm. Although Google has claimed not to use click data, leaks have shown that they do consider click signals. The most critical user signal appears to be goal completion—whether users find what they are looking for on your site.
Prediction #4: Content and Links
Content and links will remain core ranking signals in SEO; however, the value of content may decrease while the value of links increases. With AI-generated content flooding the internet—7.5 million blog posts published daily—Google may rely more heavily on links to assess content quality.
Prediction #5: Rise of AI Search Engines
AI search engines like Search GPT will begin to steal market share from Google due to their superior search experience. Users prefer direct answers over lists of links.
Prediction #6: Emergence of AISEO
Optimizing websites for AI search results—termed AISEO—will become essential. While I’m still figuring out how to optimize for Search GPT, initial tests show promise.
Prediction #7: AI Overviews Rollout
AI overviews will be fully rolled out by the end of 2025. Google initially introduced AI overviews but faced backlash due to inaccuracies. However, as these issues diminish, we can expect more AI-generated answers dominating informational queries.
Prediction #8: Performance of AI Content
AI-generated content will continue performing well as content scalability reaches new heights. Despite concerns about detection, Google’s guidance suggests they reward high-quality content regardless of its origin.
Prediction #9: Reddit’s Traffic Decline
Reddit may lose traffic as clever SEOs exploit vote-buying tactics to manipulate rankings. As a result, other major sites that rank for keywords Reddit does not may gain even more traffic.
Prediction #10: Challenges for Content Sites
Content-focused websites monetizing through affiliate and display ads will still struggle to rank well due to previous algorithm updates targeting these types of sites.
Prediction #11: Continued Profitability for Stubborn SEOs
Despite increasing challenges in SEO, those who persevere will continue to earn more money. A predictable pattern has emerged where many quit after algorithm changes; however, those who adapt find less competition and greater opportunities.
Prediction #12: The Golden Age of SEO
We are entering another golden age of SEO as those who remain in the field capitalize on new strategies and reduced competition.
In conclusion, while SEO is becoming more complex and competitive, there are still ample opportunities for those willing to adapt and innovate in their approach. Thank you for watching; make sure to subscribe to stay updated on these developments in the SEO landscape.
