SEO is changing. Are you up to date on all the latest? Search Engine Optimisation is improving your website’s visibility on search engines like Google to capture your audience’s attention and lead them to your offering.
However, with advancements in technology, brands need to adapt to stay competitive. In 2025, SEO isn’t just about keywords and rankings–it’s about building trust and authority and creating a seamless user experience. Read on to see how your brand can stay ahead.
Need an SEO refresher? Start here. What Is SEO And Do We Even Need It?
SEO recent changes
SEO is evolving rapidly with advanced AI-driven technology like Google’s BERT, reshaping how search engines rank and personalise content. In 2025, search engines and algorithms will focus on understanding the meaning behind queries, prioritising brands with strong credibility, engaging content and a seamless user experience.
So now more than ever, branding should be a primary focus for successful SEO, with a key emphasis on creating a clear identity and loyal audience. This shift in search engines indicates that brands should invest in long-term brand-building tactics rather than quick fixes or tricks.
Partner with a skilled SEO agency, like Red Herring Digital, to navigate these changes and stay ahead of the competition. An experienced agency can ensure your SEO strategy aligns with the latest data and reaches your target customers.
SEO strategies
Gone are the days of squeezing keywords into content and expecting web traffic and ranking results. To succeed in SEO, brands need a holistic strategy prioritising brand identity and audience needs.
Put in the groundwork with a well-structured website that focuses on user experience. If you haven’t looked at your website for a while, now is the time to revisit it, as it’s a vital part of an SEO strategy.
Unsure if your website is due for a makeover? See 6 Signs It’s Time for a Website Revamp.
Use the E-E-A-T framework used by Google’s human reviewers for your brand, website and content. This framework shows us one aspect of what search engines like Google are using to determine rankings. The acronym stands for Experience, Expertise, Authoritativeness and Trustworthiness.
Solely relying on AI SEO tools won’t do your brand any favours in the long run, and you may notice dips in traffic and engagement. Before this happens, contact Red Herring Digital for SEO expertise to maintain your brand’s visibility.
How SEO plays a role in your branding
People trust brands they know and love, which will affect SEO in 2025. We now know that search engines prefer brands with authority, meaning well-recognised brands with credible content will rank better and attract a more engaged audience. But here’s how you can compete.
Backlinks in 2025
Some key SEO factors that should be considered include link building, which has three categories: internal links, external links such as guest posting and other external sources and any other backlinks.
Benefits of Guest Posting & Backlinking (Off-Page SEO):
- Boosts website authority and improves Google rankings.
- Drives targeted traffic from relevant, high-quality sites.
- Builds brand credibility and fosters industry relationships.
Internal link building in 2025
Brands should develop a strategy for internal link building using strong content pillars to cluster content. This helps search engines find related content and increases your authority in your industry.
Benefits of internal link building
- Boosts SEO & Rankings by spreading page authority across your site and strengthening key pages.
- Helps Search Engines Find Your Content by making it easier for Google to crawl and index your pages.
- Improves User Experience by guiding visitors to relevant content and keeping them engaged.
- Creates a Clear Content Structure by organising your site with pillar pages and supporting clusters.
- Keeps Visitors on Your Site Longer by encouraging deeper exploration and reducing bounce rates.
Technical SEO and UX Design in 2025
In 2025, SEO and UX design will be more interconnected than ever. Essentially, everything users see on a website is tied to SEO, making the role of an SEO manager more crucial.Brands should regularly check and optimise Core Web Vitals while addressing any errors affecting user experience. This includes factors like the number of clicks required to complete a purchase, achieve a goal, or interact with CTAs, along with all other on-page SEO elements.
Key things to consider about Technical SEO and UX Design
SEO & UX are more connected than ever – Every on-page element impacts both rankings and user experience. This includes your check out and booking pages for e-commerce or hospitality websites.
Core Web Vitals matter – Regularly optimise page speed, responsiveness, and stability for better performance.
Site structure is key – A well-organised website helps users and search engines navigate easily.
Fewer clicks, better conversions – Minimise steps to key actions like purchases or sign-ups.
Accessibility is essential – Follow WCAG guidelines to ensure an inclusive and user-friendly experience.
AI search and Google in 2025
You may have noticed when you search on Google these days, your queries are often answered with AI-generated content or website summaries first. Similar summary content is slowly but surely making its way to other online platforms.
This is known as a “zero-click” result, which means users can get answers directly from Google without visiting any websites.
To increase your chances of appearing in these zero-click results, make sure your website content addresses all your users’ frequently asked questions (FAQs) in a simple and accessible way – similar to how featured page snippets used to function. In doing so, you’ll improve your chances of being featured in these search results, and ultimately, you’ll increase your chances of ranking as the number one website.
We have years of experience developing successful SEO strategies for Australian businesses from a variety of industries as one of the leading SEO agencies in Melbourne.
Experience it for yourself, book a strategy session and see how we can develop your SEO Strategy to get your business in the spotlight for 2025 and beyond.
