SEO is constantly evolving, and as marketers, it’s our job to stay on top of the latest trends and changes that can impact our website’s performance. As we head deeper into 2025, several emerging trends are shaping the SEO landscape, and knowing how to navigate them is more important than ever.
In this article, we’ll explore five of the most pressing SEO questions every marketer should be thinking about right now. These questions touch on the latest shifts in how search engines work and how marketers can adapt their strategies to stay ahead of the curve. Let’s dive in!
1. How Do AI Overviews Impact SEO?
Why It Matters
If you’ve noticed that search results are often providing direct answers to queries without requiring users to click on any links, you’ve already seen AI in action. Features like Google’s AI Overviews are becoming more prominent, leading to a rise in zero-click searches. Essentially, AI is generating answers directly in the search results, which reduces organic traffic to your website. This is a big deal because it means your site may not always get the click, even if you’re ranking well for certain keywords.
In 2025, this trend is expected to grow. As AI-powered tools improve, search engines will continue to offer more direct answers to users’ questions, creating a challenge for marketers who rely on clicks to drive traffic.
What Marketers Should Do
To adjust to this shift, marketers should focus on optimizing content for AI-driven results. Here’s how:
Target Middle-of-Funnel Queries:
Instead of focusing solely on head terms or broad keywords, aim to target more specific, middle-of-funnel queries. These are searches where users are looking for more detailed information but aren’t necessarily ready to make a purchase or commitment. By providing in-depth answers to these questions, you improve your chances of being featured in AI-driven overviews.
Focus on E-E-A-T:
Google has always valued content that demonstrates Expertise, Authority, and Trustworthiness (E-A-T), but in 2025, it’s all about the new E-E-A-T (Experience, Expertise, Authority, Trust). This means ensuring your content is not only well-researched and informative but also credible and authoritative, especially when AI tools pull from it. Building trust through quality content and showcasing real experience will make your content more appealing to AI algorithms.
Create Clear and Concise Content:
The easier it is for AI to understand and extract information from your content, the better. Ensure your content is well-structured, clear, and focused on answering the questions your target audience is asking. Avoid overly complex language and aim for simplicity to increase the chances of your content being selected for these AI overviews.
2. What Is the Role of E-E-A-T in Modern SEO?
Why It Matters
With AI becoming a larger part of the search process, search engines are increasingly prioritizing content that demonstrates credibility and expertise. Google’s focus on E-E-A-T has intensified, making it clear that your content must be trusted, authoritative, and backed by real experience. This is particularly important as we move into 2025 because it’s no longer just about publishing good content—it’s about proving that your content is reliable.
Search engines are more sophisticated now, and they have sophisticated ways of judging whether content is trustworthy. This means that marketers must be intentional about creating content that aligns with the E-E-A-T framework if they want to stay competitive in search rankings.
What Marketers Should Do
To leverage E-E-A-T for SEO success, consider the following strategies:
Publish High-Quality Content:
Content that is well-researched, well-written, and thoroughly addresses the topic at hand tends to perform better in terms of E-E-A-T. Make sure your content is more than just keyword-rich—it needs to be genuinely helpful and informative.
Establish Author Credentials:
One way to boost your site’s authority is by showcasing the credentials of the authors writing your content. Whether it’s linking to their professional profiles or adding author bios that highlight their expertise, demonstrating that your content is coming from credible, knowledgeable sources can make a big difference.
Regularly Update Your Content:
The web is always evolving, and outdated content doesn’t just look bad—it can hurt your SEO rankings. Regularly refresh your content to ensure it’s up to date and remains a reliable source of information. Google rewards sites that show they are keeping pace with changes in their industry.
3. How Can Marketers Adapt to Zero-Click Searches?
Why It Matters
Zero-click searches are on the rise, and they represent a significant challenge for marketers. In a zero-click search, the search engine displays the answer right in the search results, without the need for the user to click on any website. For instance, Google’s featured snippets, knowledge panels, and “People Also Ask” boxes are examples of how information is being delivered directly on the search engine results page (SERP).
As more and more search results offer instant answers, marketers need to rethink their strategies for appearing in these prominent positions. If your content doesn’t show up in these features, you risk losing out on valuable traffic.
What Marketers Should Do
Here’s how you can optimize for zero-click searches:
Optimize for Featured Snippets:
Featured snippets are becoming increasingly common, and they typically appear at the top of search results. To target these, focus on providing clear, concise answers to common questions in your industry. Use bullet points, numbered lists, and well-structured content to make it easier for Google to pull your content into a featured snippet.
Target FAQ Content:
Frequently asked questions (FAQs) are another great way to optimize for zero-click searches. Organize your content in a way that answers questions directly and succinctly, and consider adding an FAQ section to your website. Not only does this improve user experience, but it also increases your chances of appearing in the “People Also Ask” box.
Implement Structured Data:
Adding structured data to your content makes it easier for search engines to understand and present it in rich formats like snippets, knowledge panels, and more. Structured data helps Google and other search engines pull relevant information from your content and display it in search results.
4. How Important Is Video and YouTube SEO?
Why It Matters
Video content continues to play a significant role in SEO, and YouTube is a major driver of organic traffic. In fact, YouTube is the second-largest search engine after Google, and videos are increasingly appearing in search results for a variety of queries. If you’re not paying attention to YouTube SEO, you’re missing out on a massive opportunity to attract traffic.
Video can be an extremely effective tool for engaging users, answering questions, and increasing brand visibility. It’s not just about creating videos—it’s about optimizing them so they can rank on YouTube and in Google search results.
What Marketers Should Do
Here’s how you can incorporate video into your SEO strategy:
- Optimize Video Content: Just like with written content, your video content should be optimized for search engines. Use relevant keywords in the video title, description, and tags. Include a compelling thumbnail that encourages clicks, and always add subtitles to make your videos more accessible.
- Leverage Video in SERPs: Videos often appear in Google’s search results, especially if they are high-quality and well-optimized. Make sure your video is embedded on your website and linked to relevant content to maximize its chances of appearing in the SERPs.
- Create Engaging Video Content: Video isn’t just about SEO—it’s also about providing value to your audience. Make sure your videos are engaging, informative, and aligned with the interests and needs of your target audience.
5. Should Traditional SEO Strategies Still Be Prioritized?
Why It Matters
Even with all the new trends and technologies, traditional SEO strategies remain as important as ever. Techniques like keyword research, technical SEO, and local SEO continue to be crucial for a well-rounded SEO strategy. In fact, neglecting these foundational aspects of SEO can leave your website vulnerable to falling behind, especially as the digital space becomes more competitive.
What Marketers Should Do
Here’s how to keep traditional SEO practices a priority while embracing new trends:
Focus on Technical SEO:
Technical SEO remains the backbone of a successful SEO strategy. Make sure your website is fast, mobile-friendly, and easy for search engines to crawl and index. Regularly audit your site for technical issues and fix any broken links or error pages.
Invest in Local SEO:
Local SEO is crucial for businesses with a physical presence. Ensure your business is listed on Google My Business, optimize your website for local search terms, and collect customer reviews to improve your local rankings.
Combine New Trends with Traditional Methods:
While AI, video, and zero-click searches are important, they should be seen as complementary to traditional SEO practices, not replacements. A comprehensive strategy should combine both modern and traditional techniques for the best results.
Address These Five Questions!
SEO evolves constantly, but by addressing these five critical questions, marketers can stay ahead of the curve. In 2025, success in SEO will require a balanced approach—embracing the latest trends like AI overviews and YouTube SEO, while still investing in proven strategies like E-E-A-T, zero-click search optimization, and technical SEO. By adapting to these changes and staying flexible in your approach, you’ll be well-positioned to drive meaningful traffic and boost your site’s performance in the ever-changing digital landscape.
