Search engine optimization is not an exact science. Search engine criteria aren’t all known, and what worked last year can bring your website down the next. However, as search engines get smarter, one thing remains true — quality and user needs beat quantity.

This will be even more important in 2025, as AI changes the SEO landscape, bringing more mediocre, generic content into the game, and users turn to more personalized results that focus on the human experience. Here is how this general trend plays out in four key areas.

1.   E-E-A-T (More Relevant Than Ever)

In 2025, Google’s E-E-A-T (Expertise, Experience, Authority, and Trustworthiness) guidelines remain pivotal in search rankings. Google will prioritize relevance and user experience, focusing on user-generated content, expert opinions, and factually accurate, valuable content.

Businesses that want to build authority in their niches will have to ensure that their content satisfies the search intent rather than just satisfying technical parameters. This is also true for backlinks. While quality has always been more important than quantity, having useful content that provides user value is more important than ever.

In 2025, people who have been focusing on link volume should consider a trustworthy guest post service that focuses on quality.

2.   AI Personalization of Search Results

AI tools like SearchGPT and Perplexity are offering users more personalized results, and search engines like Google are joining the trend. Just like in 2024, zero-click searches will rise in relevance, even if their implementation and trustworthiness require more work.

The hyper-personalized results will depend on user behavior, preferences, and location. For SEOs and businesses, this means optimizing for AI searches while remaining valuable to humans through specific, user-intent-focused content.

Finally, with location being another important factor in personalized SERPs, businesses may need to put in more local efforts. This includes hyper-local landing pages, observing metrics on the local level as well, and adjusting how they interact with audiences based on their location.

3.   Voice Search Optimization

Voice assistants such as Alexa and Siri will remain relevant in 2025. The latest stats show that 36% of Americans own a smart speaker, slightly more than the previous year. Optimizing for voice search means including this segment of the market, which is especially important in local SEO.

For example, instead of typing “best restaurants NYC,” users might ask, “What are the best restaurants near me in New York City?”  Optimization for voice can include:

• Question-based queries, long-tail keywords, or conversational language
• Structured data
• Mobile compatibility
• Fast loading

4.   Audio and Video Content

Let’s start with things that do not change. Video content has been driving engagement for a while, as it requires less energy from the user. It also increases your time on page and reduces your bounce rate. And finally, it’s shareable across different platforms, increasing your reach.

All of these factors will make video, audio, and infographics irreplaceable in 2025, too. Optimization strategies could include:

• Tried and tested image optimization (compression, alt-text, technical SEO aspects)
• Social media strategies that include long and short video content (e.g., guides)
• Transcripts, captions, and optimized titles
• Diverse content that’s platform-specific

5.   Improved Social Media Presence

Brands are already fighting an onslaught of AI-generated content and personalized searches that may prioritize brands that a user has already interacted with. Furthermore, people are focusing on other people instead of brands for recommendations — primarily through social media.

Brands will need to:

• Learn the workings of different platforms and their algorithms
• Create content that’s brief, informative, and engaging
• Diversify their online presence

Essentially, SEO remains alive, although it may change its focus slightly. This may be a win for users and businesses in the long term as businesses and organizations return to creating more engaging, authentic content.