News of SEO’s death has been greatly exaggerated. Yet, to stay relevant in the SEO stakes your site will need to make sure it keeps up to date with the 2025 trends below.

Read on to find out what they are. 

Topical authority is crucial 

First of all, if you want to stay ahead of the SEO curve in 2025, then you are going to have to embrace topical authority. This kind of authority is all about making it as easy as possible for search engines to see that your website/business is an expert in your field. Of course, EEAT, as we will go into detail later about, helps with this, but the topical authority strategy is all about boosting rankings due to being recognised as a leading source on a particular subject. 

To boost your website’s topical authority, you have to make sure you properly structure your content. The best approach for this is to use pillar and cluster content. Pillar content pieces are more general and should briefly cover a range of niche topics in your industry. Cluster content is much more in-depth, covering the details of each niche. The idea is that the cluster content is linked back to the pillar content, creating a very clear structure that shows your business as an expert in this area. 

A great example of this would be a business offering stained glass products and courses for sale. The pillar content would describe the process of making stained glass and mention each of the different products and courses they offer. Then the cluster content would go into more detail and expertise on each product and course, while linking back to the pillar content with the relevant keywords. It’s these internal content links that can help raise the domain authority of your website, and so get search engines to place you higher in the search results pages. 

Multiplatform optimization wins out 

Instead of only optimizing your content to function well on a single platform such as a PC, it also makes sense to optimize it for a range of platforms in 2025. This is because the way that people are accessing the internet and content is changing, and it’s crucial that the way you deliver your content changes with them. 

Important things to remember when optimizing content for different platforms includes choosing the relevant media types, like short videos for TikTok, and Infographics for Pinterest. Also be sure that the content you display on each platform is tailored specifically in terms of language, and length. 

Remember too that certain keywords work well on some platforms and not on others. Never assume that keywords you have found for desktops will work on a social media platform, Instead use specific social media SEO tools to do your due diligence, which should help you maximize platform specific success. 

Lastly, be sure that you include the right kind of call to action, for each platform. Indeed, designing your content with a view to encouraging the right reaction is crucial for success here. For example, you’ll want to encourage shares on social media, while on e-commerce sites leaving reviews is the goal. 

AI is here to stay

Another of the most crucial SEO trends in 2025 that you need to stay on top of is the use of AI. Indeed, AI is being used in two main ways. The first is in the creation of content, and the second is in the way people are now searching and receiving their results. 

You are probably already aware of the fact that many people are using AI to create online content. However, what you may not yet grasp is that doing so with abandon can be bad for your SEO. This is because purely AI-generated content often lacks the depth, understanding and flair of content that has had a human hand in its creation. That’s not to say that you can’t or should not use AI in the content creation process, as it can be fantastic for creating plans, completing research and even adding images to your posts. It’s just best when there is a human editor ensuring quality and relevance. 

Another way in which AI can be used in content creation is in terms of strategy. This is because AI is perfectly positioned to complete tasks such as content gap analysis between you and your closest competitors, as well as coming up with relevant keywords to be optimised. Although, it’s always best to use AI tools that are linked to SEO tools for this purpose as they have the capacity to access the data needed to make informed decisions. You can find out more about using AI to your best advantage in your digital strategy online. If you are looking for the Best SEO Podcast on this subject, you can even find a helpful info in relation to AI and strategy on Matthew Bertram’s website. The best thing is that because its a podcast, you get to boost your SEO knowledge, while on your commute or while you are at the gym. 

UX matters 

UX stands for user experience, and it’s vitally important when it comes to SEO. This is because search engines like Google actually prioritize websites that offer a positive experience to its users. 

But how can you make sure that your site is one of them? Well, the first thing is to make sure that you publish quality, in-depth articles, and videos that are related to specific niches. This should help to not only impress your readers but get your site chosen over others that publish generic content. 

EEAT is also a crucial aspect of improving content for users on your site. It stands for Experience, Expertise, Authority, and Trustworthiness. Content that follows the EEAT guidelines is automatically better for users because its material that has been created by those with first hand knowledge, that are experts in their field, that have a good reputation, and that is honest and transparent. The great thing is that once again clearly showing EEAT signals on your site means it’s easier for search engines to recognise you as trustworthy and so push you up the results page. 

Frequently Asked Questions

What does the term “topical authority” actually mean for my website?

Topical authority means search engines recognize your website as a leading expert on a specific subject. You achieve this by creating a deep, planned structure of interconnected content related to a broader topic. Proving this expertise boosts your search rankings because it shows you offer full, comprehensive answers.

How do I use pillar and cluster content to build topical authority?

Pillar content is a broad, main article that touches on many subtopics related to your industry. Cluster content is a group of in-depth articles that focus entirely on those individual subtopics. You link the cluster content back to the pillar content to create a clear, tight structure that demonstrates your expertise.

Is it true that purely AI-generated content hurts my SEO efforts?

Yes, content generated solely by AI often lacks the depth, unique insights, and human nuance that search engines look for. While AI is great for outlines or research, a human editor must review and refine the content. This ensures quality and relevance, which is necessary for good SEO.

Why is Multiplatform Optimization becoming a top SEO trend for 2025?

People are accessing content across many devices and social platforms, not just on a desktop computer. Optimizing your content means tailoring the media type, length, language, and even keywords for each platform, such as short videos for TikTok or specific image sizes for Pinterest. This meets users where they already are.

What is EEAT, and how does it relate to improving my user experience (UX)?

EEAT stands for Experience, Expertise, Authority, and Trustworthiness. It’s a set of guidelines that signals to search engines that your content is high-quality and reliable. By clearly showing that experts wrote your material and that your site is transparent, you automatically offer a better user experience.

What is a common mistake content creators make when using AI for keyword research?

A common misconception is assuming an AI tool can pull perfect data without accessing current search metrics. For the best SEO strategy, you should use AI tools that are specifically connected to robust SEO databases. These tools have the capacity to analyze actual search traffic and competitor gaps for accurate keyword ideas.

Besides fast loading times, how can I immediately improve the user experience (UX) on my site?

Focus on publishing in-depth, high-quality, and highly specific content that answers a reader’s whole question. Avoid publishing generic material. Offering unique expertise in a niche helps your site stand out, encourages readers to stay longer, and increases the chance that search engines will favor your pages.

Do I need different keywords for social media platforms compared to Google search?

Absolutely. Keywords that work well for traditional desktop searches do not always translate to social media. You must use platform-specific SEO tools to find relevant social keywords, phrases, or hashtags. This focused research is essential to maximize your success on each platform.

How can proper internal linking within my site affect my domain authority?

The internal links between your pillar and cluster content help search engines map your site’s structure. When many cluster pages link back to a pillar page with relevant keywords, it strengthens the perceived authority of that main topic. This clear, organized linking can help raise your overall domain authority.

When creating content for different platforms, what is the best way to tailor my call to action (CTA)?

Your call to action must match the user’s intent on that specific platform. On social media, the goal is often to encourage shares or comments to increase reach. On an e-commerce page, the goal is to encourage reviews or direct product purchases. Designing the content to encourage the correct reaction is vital.