HOW CAN WE EXPECT SEO TO CHANGE BY THE END OF 2025

22nd of September 2025 by Alex Mungo

stylised graphic illustration of the word seo on a light blue background

If there’s one thing you can always rely on in SEO, it’s change. Search engines keep evolving, user behaviour keeps shifting, and businesses that don’t adapt get left behind.

The good news? Keeping on top of trends doesn’t have to be complicated. Here’s a rundown of what’s shaping SEO in 2025 and what you should be paying attention to.

Core Web Vitals Are Still a Big Deal

Google’s Core Web Vitals aren’t new, but in 2025 they’re more important than ever. Site speed, mobile-friendliness, and smooth browsing experiences are now expected as standard.

If your website is clunky, slow, or difficult to use on mobile, you’re fighting an uphill battle. A few seconds of delay is all it takes for visitors to bounce and for rankings to slip. Think of Core Web Vitals as the “fitness test” your site has to pass to stay competitive.

AI Is Reshaping Search

Google’s AI Overviews and Bing’s Copilot mean search results don’t always look like the old ten blue links anymore. People are increasingly getting quick answers directly on the search page.

That doesn’t mean SEO is dead — it just means you need to adjust:

Write content that’s clear and straight to the point (so AI can easily summarise it).
Use schema markup to help search engines understand your site.
Build topical authority by covering subjects in-depth, not just targeting single keywords.

In short: the businesses providing genuinely useful content are the ones showing up in these AI-powered results.

Voice & Visual Search Are Picking Up Pace

Voice search has been around for a while, but now it’s part of a bigger trend: multimodal search. Users are mixing voice, text, and images to find what they need.

Ever snapped a picture of a product on your phone and searched for it? That’s becoming more common — and it’s changing SEO.

To keep up, make sure your content is conversational (to match voice queries) and your images are properly optimised (alt text, high quality, descriptive filenames). It all helps.

Helpful Content Really Does Win

Google’s “Helpful Content” updates over the past few years have made one thing very clear: content written for algorithms doesn’t cut it anymore.

The sites winning in 2025 are those that show real expertise and trustworthiness. That means:

Content written by people who know their stuff.
Clear author bios or business credentials.
Citing sources, adding detail, and offering real value — not fluff.

If your content actually helps people, you’re already ahead of a lot of the competition.

Local SEO = Reputation + Relevance

For local businesses, SEO has become even more about reputation. It’s not just “claim your Google Business Profile” anymore. Google is paying close attention to reviews, photos, and customer engagement.

That means you should be:

Encouraging happy customers to leave reviews.
Keeping your profile fresh with posts, updates, and photos.
Making sure your local content (like blogs or landing pages) reflects what people in your area are actually searching for.

Local SEO in 2025 is about showing you’re active, trustworthy, and relevant right now — not just existing on a map.

Wrapping Up

SEO in 2025 is less about gaming the system and more about getting the basics right: fast sites, helpful content, and trust signals that prove you’re the real deal.

Search is smarter, more personal, and increasingly AI-driven. But the businesses that keep their websites useful, user-friendly, and up-to-date are the ones that’ll keep showing up.

If you’re not sure where to start, focus on user experience and helpful content first — everything else builds from there.

Quick Wins You Can Action Today

Check your site speed: Use tools like PageSpeed Insights or GTmetrix to see how fast your site loads and fix anything slowing it down.
Update old content: Refresh a few of your older blog posts with new stats, better formatting, and stronger calls-to-action.
Add schema markup: Even basic schema (like FAQs, reviews, or product info) can help you show up in AI overviews and rich snippets.
Tidy up your images: Make sure every image has descriptive alt text and isn’t oversized (big files slow sites down).
Ask for reviews: A couple of fresh Google reviews can give your local SEO a noticeable boost.
Answer a real customer question in a blog post: It’s the simplest way to create helpful content that’s likely to rank.

Ready to Take Your SEO Further?

Quick wins are a great place to start, but if you want long-term results, you’ll need a strategy tailored to your business. At Go Mungo SEO, we help London businesses (and beyond) cut through the noise with SEO that actually works — no gimmicks, just clear results.

Get in touch with our SEO agency in London today and let’s build a strategy that helps your business grow in 2025 and beyond.

Alex Mungo

Alex Mungo is the founder of Go Mungo SEO, a results-driven SEO agency based in London. With years of experience helping businesses improve their online visibility, Alex specialises in building SEO strategies that focus on trust, authority, and sustainable growth. He’s passionate about demystifying SEO and regularly shares practical, jargon-free advice to help others get better results from search.