Trends and Insights For SEO in 2025

As we step into 2025, Google continues its quest for a cleaner, friendlier internet. With a strong focus on reducing spam and enhancing user experiences, this year promises exciting shifts in the SEO landscape. 

We’re here to break down these trends and show you why partnering with our team is the key to unlocking your online potential.

AI Will Continue to Develop Further

Artificial intelligence has been making waves in the SEO realm, and in 2025, it’s only going to get bigger. Google’s AI-driven algorithms are now smarter than ever, providing users with hyper-accurate and conversational responses to their queries. 

With the ongoing integration of AI, Google’s new AI overviews appear in 7.6% of Google searches. These overviews will become more common in 2025, thus making your SEO efforts more important than ever before.

For businesses aiming to succeed in this AI-driven era, expert guidance is essential. At IFT, we harness AI in innovative ways to give our clients a competitive edge. From AI-powered keyword research to personalised content strategies, we ensure our SEO efforts are exceptional. AI is no longer the future—it’s the now, and with IFT on your side, you’re always ahead.

Increased Focus on Privacy

Privacy isn’t just a buzzword anymore; it’s a part of Google’s evolving approach to the web. According to Adam Clarke’s SEO 2025 book, the search giant is doubling down on protecting user data, implementing stricter policies that align with modern expectations of digital privacy. This shift has profound implications for advertisers and businesses alike.

Navigating these changes can be challenging without the right expertise. At IFT, we’re developing privacy-first strategies that respect user data while delivering outstanding results. We ensure your business thrives in a privacy-focused world. 

Improved Content Quality

Content quality has always been king, but in 2025, it’s wearing an even shinier crown. Google is stepping up its game by evaluating the helpfulness of entire websites, not just individual pages. The focus is on delivering value to users through authentic, human-generated content.

According to a HubSpot study, companies that publish quality blog content get 55% more traffic and have 434% more pages indexed by search engines.

Creating high-quality content that resonates with users and search engines requires a strategic approach. At IFT, our content team specialises in crafting content that speaks directly to your audience and aligns Google’s priorities. 

At IFT, our content team creates content that connects with your audience and matches Google’s goals. Let the amateurs settle for generic AI content; with IFT, your content will always stand out.

Regular Audits and Updating of Content

If your website’s content is gathering dust, it’s time to shake things up. Google’s algorithms love fresh, relevant content, and regular audits are the key to staying on top. Outdated information can hurt your rankings, while refreshed content signals to Google that your site is active and valuable.

Conducting audits and implementing updates isn’t just about ticking a box—it’s about maintaining your competitive edge. 

We always identify opportunities to enhance your site’s performance. This ensures it’s always ready to impress both users and search engines.

E-A-T and Beyond: Authority is Everything

Google’s focus on E-A-T (Expertise, Authoritativeness, Trustworthiness) remains strong. In 2025, the stakes are even higher. Building authority isn’t just about backlinks anymore; it’s about showcasing expertise through meaningful partnerships, collaborations, and consistent quality.

IFT helps clients become recognised leaders in their fields by crafting strategies that highlight their unique expertise. We’ll develop your thought leadership content and optimise your digital assets to stay ahead in your niche. 

Search Intent Will Drive Strategies

Understanding search intent—the “why” behind a query—is more critical than ever. Google's updates refine how intent is interpreted. This means businesses must align their content with user needs. Whether it’s informational, navigational, or transactional intent, aligning with intent requires more than guesswork.

Throughout 2024, Google was the chosen option for consumers to search for information. Even with the rise of AI platforms and other search engines, Google still leads. About 80% of desktop searches worldwide are done on Google.

IFT’s data-driven approach ensures your content strategy is always on point. We dive deep into search behavior, crafting content that not only meets user needs but anticipates them. With us, you don’t just keep up—you set the standard.

SEO Is No Longer Just About Google—It's About Optimising for LLMs

As search engines evolve, SEO is no longer limited to just ranking well on Google. With the rise of large language models (LLMs) like ChatGPT, Perplexity, DeepSeek, and others, it’s crucial to optimise your content for these platforms. These models are transforming how information is processed and presented to users. This makes traditional SEO strategies only part of the equation.

At IFT, we have developed our processes to optimise your pages for these LLMs. Our approach ensures that your content is not only aligned with Google’s algorithms but fine-tuned to perform well in the world of conversational AI. This helps your website rank highly across multiple platforms, expanding your reach and visibility in an increasingly diverse digital ecosystem.

Wrapping It Up

The SEO trends of 2025 are shaping a digital landscape that’s smarter, safer, and more user-centric. Google still remains the #1 search engine, so feeding its SERP ranking algorithm is a priority this year. By embracing AI, prioritising privacy and crafting top-notch content, the future of SEO is all about adaptability.

At Inbound FinTech, we’re not just observing these trends—we’re driving them. Partnering with experts like us ensures you’re not navigating these changes alone. Ready to make 2025 your most successful year yet? 

Let’s talk strategy and take your SEO to new heights. After all, staying ahead of the game is what we do best!