Insights

THE FUTURE OF SEO

Top SEO Trends to Watch For

SEO, or Search Engine Optimisation, is constantly evolving. With frequent updates to search engine algorithms, even the most experienced marketing teams and content editors can find it challenging to keep up with the latest strategies to attract visitors.

However, with organic traffic making up as much as 75% of a website’s total traffic, implementing and refreshing an SEO strategy is now more crucial than ever.

● Updated 16th of December 2024 ● 7 minute read

Table of content

    THE FUTURE OF SEO

    Key Takeaways

    – With several updates to Google’s algorithm each year, businesses must monitor these changes and adapt their SEO strategies continuously.

    – AI integration, voice search, and user intent optimisation are leading the changes in SEO, often requiring substantial adjustments in approach.

    – Expertise, high-quality content, and thorough keyword research are vital to effective SEO strategies.

    What is SEO and Why Does it Matter?

    SEO matters because it directly affects a website’s traffic, influencing brand visibility, customer engagement, and, ultimately, sales.

    High-ranking websites are far more likely to be clicked on, making SEO an essential component of any digital marketing strategy.

    By ensuring a website is easily discoverable and offers valuable content that meets user intent, businesses can attract more qualified leads, enhance their online presence, and drive long-term growth.

    SEO, or Search Engine Optimisation, is the practice of enhancing a website’s visibility on search engine results pages (SERPs). It optimises on-page elements like keyword-rich content, meta tags, and images, alongside off-page factors such as backlinks and social media engagement.

    The goal is to make a website more attractive to search engines, thereby increasing organic (non-paid) traffic from users searching for related terms.

    Organic traffic makes up 75% of a website’s total traffic.

    What Has Been Going on at Google Behind the Scenes?

    Google dominates the search engine market, handling over 90% of all search queries worldwide. As billions of searches are conducted daily, Google’s algorithms are critical in determining which websites are visible to users.

    Staying updated on Google’s algorithm changes is essential for businesses and website owners to maintain and improve search rankings, drive traffic, and increase conversions.

    Video cover image

    Major Google Algorithm Updates

    – Expertise and AI Content: 

    Released in March 2024, this update refined core systems to improve search result quality, targeting outdated, error-filled content. It emphasised Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness), impacting sites with low-quality or AI-generated content.

      

    – Prioritising Customer Reviews: 

    Google’s recent update expanded the focus to include reviews of services and businesses, prioritising in-depth, user-centric reviews over shallow product feedback.

    – Quality Content for Humans:

    Aimed at content created primarily for search engines, this update targeted low-quality, superficial articles, emphasising content that offers real value to users.

    – Spam Prevention:

    Designed to eliminate cloaking, hacked content, and other forms of spam, this update aimed to improve search result reliability.

    – User Experience Metrics:

    Google introduced Core Web Vitals, focusing on loading performance, interactivity, and visual stability, prioritising sites that offer an optimal user experience.

    SEO in 2024 | Mobile voice search

    SEO Trends for 2025: Actionable Insights to Stay Ahead

    1. Generative AI in Content Creation

    AI tools like ChatGPT, Jasper, and Google’s Bard have reshaped content marketing, delivering dynamic, hyper-personalised pieces. But here’s the truth: while AI excels at efficiency, it can’t replace the creative and emotional storytelling only humans can provide.

    Actionable Tip: Combine AI tools for outlining, keyword research, and optimisation with your brand’s unique voice. Blend precision with creativity using tools like GrammarlyGO or Writer.

    2. Search Experience Optimization (SXO)

    SEO has evolved into SXO—optimising the entire search journey. From clicking "search" to engaging with your site, users expect speed, clarity, and seamless design.

    Actionable Tip: Regularly conduct UX audits and prioritise Core Web Vitals. Use Google PageSpeed Insights for site performance improvements, and always adopt a mobile-first approach.

    3. AI-Driven and Visual Search

    Visual and voice search technologies, powered by AI, are transforming how users discover information. Tools like Google Lens make searches more interactive and immersive.

    Actionable Tip: Optimise images with detailed alt text, use structured data for multimedia elements, and ensure visuals pop with clean, white backgrounds for products.

    4. Video Content Optimisation

    Video dominates search results, making platforms like YouTube and TikTok essential to your strategy. Beyond creation, optimisation is key for visibility and engagement.

    Actionable Tip: Focus on metadata, captions, and schema markup for videos. Build video-rich snippets to enhance discoverability.

    5. Zero-Click Searches

    Zero-click searches—where users find answers directly in the SERP—are reshaping how content is consumed.

    Actionable Tip: Optimise for featured snippets, People Also Ask, and knowledge panels. Structure content with headings, lists, and concise answers for quick indexing.

    6. E-E-A-T and Content Credibility

    Google’s focus on Experience, Expertise, Authoritativeness, and Trustworthiness is more critical than ever, particularly in sensitive industries like healthcare or finance.

    Actionable Tip: Build trust by showcasing author credentials, linking to reputable sources, and creating genuinely helpful content. Explore backlinking to strengthen domain authority.

    7. Voice Search and Conversational Queries

    With voice searches predicted to hit 60% of online searches, conversational keywords are becoming essential.

    Actionable Tip: Optimise content for natural language and long-tail keywords. Update FAQs with conversational phrasing and focus on local SEO to capture nearby searchers.

    8. Sustainability and Green SEO

    Eco-consciousness now extends to digital practices. Users expect brands to reduce their digital carbon footprint while maintaining high performance.

    Actionable Tip: Use green hosting providers, compress images, and streamline server requests. Highlight your sustainability efforts to connect with eco-conscious audiences.

    9. Personalised Search Results

    By 2025, AI will tailor search results based on user data, enabling businesses to deliver highly targeted content.

    Actionable Tip: Use platforms like Optimizely or Adobe Experience Cloud to craft dynamic, personalised experiences for specific audience segments.

    10. Multimodal Search

    Multimodal search—blending text, images, and voice—is gaining traction. Google’s Multisearch is just the start.

    Actionable Tip: Diversify content formats with infographics, videos, and quality product imagery. Use schema markup to ensure content is accessible across modalities.

    Wrapping It Up

    SEO in 2025 is about embracing innovation and focusing on user-centric strategies. The future belongs to brands that stay curious, test relentlessly, and serve their audience better than anyone else.

    Ready to lead the way? Let’s make your 2025 SEO strategy unstoppable!

    “Focus on natural language that accurately reflects user intent, rather than keywords”

    The 4 types of user search intent

    Informational
    Gain knowledge about a topic
    Transactional
    complete a transaction
    Commercial
    Obtain a commercial outcome
    Navigational
    Find a specific webiste or page

    1. Informal Title Intent

    This is where curious minds roam, chasing answers to burning questions big and small. Think of these queries as the on-ramps to the information superhighway—covering everything from “how-to” guides to mastering the art of a gourmet dish.

    Here’s the thing about informational search intent: it’s not about loyalty to a particular site. These seekers are digital adventurers, exploring the vast web wilderness for nuggets of knowledge. They don’t care where the answers come from—just that they’re clear, quick, and to the point.

    When someone’s on a mission for information, they’re likely clicking on those top-ranking pages. Why? Because those are seen as the internet’s trusted wisdom keepers, delivering the goods without fuss.

    So, whether it’s uncovering the difference between a gourd and a pumpkin, decoding the mysteries of crystals, or figuring out how to activate Google Voice Search, you’re in the realm of the informational query—where curiosity rules and answers reign supreme.

    2. Commercial Investigation: Helping Buyers Make Informed Choices

    Some users aren’t quite ready to buy just yet - they’re in research mode, planning their next purchase. Whether it’s finding the best washing machine or the most effective SEO plugin, they share a transactional intent but need more time and persuasion. This stage is what we call “commercial investigation.”

    Cracking the Code of High-Commercial Intent Keywords

    These keywords are where business gets serious. They represent shoppers on a mission, split into two key groups: the “buy now” crowd and the “product” crew.

    “Buy Now” Keywords: The Straight-to-the-Point Shoppers

    These keywords are like flashing neon signs pointing directly to a sale. They include:

    - Buy The ultimate signal that someone’s wallet is ready.

    - Discount(s) Everyone loves saving money, and discounts are a proven way to nudge shoppers toward checkout.

    - Deal(s) Deals bring urgency, making shoppers feel they might miss out if they wait.

    - Coupon(s) Coupons offer that insider feel—who doesn’t love unlocking a special offer.

    - Free shipping These magic words can turn hesitation into a click, as nobody likes extra costs at checkout.

    These keywords cater to shoppers who’ve mostly made up their minds—they’re just looking for the final push to click “Buy Now.”

    "Product” Keywords: The Intent-Driven Explorers

    Product keywords focus more on specifics but are still brimming with buying intent:

    - Branded searches Loyalists searching for trusted names like “Apple” or “Samsung.”

    - Specific products Typing “Dyson V15” isn’t browsing—it’s a mission.

    - Product categories Terms like “hiking boots” signal someone exploring options within a niche.

    - Affordable For those budget-conscious shoppers aiming to strike a balance between quality and cost.

    Both “buy now”, and “product” keywords are essential for connecting with customers in the commercial investigation phase. By understanding and targeting these keywords, you position yourself as the trusted source buyers turn to when they’re ready to take the plunge.

    zero click screenshot

    3. Transactional Intent: The Final Stop Before Conversion

    When someone types “Buy iPhone 16” into a search engine, they’re waving a big neon sign that says, “I’m ready to buy!” These transactional queries are like virtual shopping carts in action—clear intent, ready to click “purchase.”

    In the transactional zone, search results transform into e-commerce goldmines: product pages, landing pages, and online store listings. Think of it as the digital aisle of a favourite shop, all just a click away.

    Here’s the beauty of transactional searches: they’re the jackpot of intent. These users are beyond browsing—they’ve done their research and are primed to spend. Keywords like “buy,” “coupon,” “discount,” and “shipping” paired with specific products scream “Take my money!”

    When you spot searches like “Buy iPhone,” “Buy Nike Air Jordan online,” or “Purchase Garmin watch,” you’re not dealing with window shoppers. These are focused buyers with a mission, locked onto a target, and heading straight for checkout.

    For businesses, this is where conversions happen. By aligning your content, SEO, and e-commerce strategy with these high-intent searches. You can turn a search query into a sale.

    So, roll up your sleeves, tailor your product pages, and get ready to thrive in the transactional lane, this is where searchers turn into loyal customers.

    4. Navigational Intent: The Direct Route to Your Website

    Let’s break down navigational search intent—it’s as straightforward as it gets. These users know precisely what they’re after, and they’re using search engines as a shortcut to find a specific website. Think of it as them saying, “Take me straight to the source!”

    Here’s the catch: ranking for navigational terms is only a win if you’re the destination they’re looking for. If not, it’s like showing up to a party uninvited—you’re not what they need, and they’ll just move on.

    Spotting navigational intent is simple. Look for searches loaded with brand names, product titles, or service names. These keywords act as signposts pointing users directly to their target.

    Examples of navigational keywords:

     -“Facebook login”

     -“Magento official website”

     -“Gmail”

    When someone types “Facebook,” they’re not exploring options—they’re demanding to land on the Facebook site. For businesses, this intent is gold for driving conversions—if you’re the sought-after brand.

    To make your site easy to find for those with navigational intent, focus on optimising for branded keywords and ensuring your website is the clear winner in search rankings. It’s all about being the go-to destination they expect to see.

    Pro tip: Don’t fall into the trap of ranking for terms unrelated to your offering. We learned the hard way when we ranked for “Google Analyticsbut, it was not what users wanted. They were looking for Google’s official tool, not a plugin we’d created. Lesson learned!

    Top 13 Voice Search Statistics For SEO (Search Engine Optimization)

    -50% of voice search results rely on a featured snippet to provide users with information.

    -Voice searches are 3 times more likely to be used for local search queries compared to text searches.

    -58% of consumers have used voice search to find local business information in the last 12 months.

    -By 2020, 50% of all searches are expected to be voice searches.

    -40% of adults use voice search daily.

    -72% of voice-activated speaker owners use voice search to find information on local businesses.

    -Voice search queries are typically longer, with an average length of 29 words.

    – 22% of voice search queries are for local content.

    -76% of smart speaker users conduct local searches at least weekly.

    -Search queries with “near me” or “close by” have surged in recent years, with Google noting a remarkable 900% increase over two years.

    -Approximately 33% of clicks go to the local “snack pack” results, with the remaining 67% going to organic results, based on various SEO studies. The local pack features relevant local business listings at the top of Google search results.

    -Google reports that about 88% of consumers who perform a local smartphone search visit or contact a store within a day, highlighting the influential role of mobile search in driving offline conversions.

    -Around 22% of voice search queries focus on location-based content, offering multi-location businesses an opportunity to drive foot traffic to their various branches.

    Source for statistics is Demandsage.com

    Voice search

    6. Video SEO

    Optimising video content is crucial as it can dramatically boost traffic and engagement. Focus on improving video titles, descriptions, and viewer engagement metrics.

    What to Do:

    – Make videos engaging to retain viewers.

    – Complete all metadata fields accurately, using eye-catching titles and descriptions.

    7. E-A-T and Content Quality

    Google’s E-A-T guidelines (Expertise, Authoritativeness, Trustworthiness) play a vital role in assessing content quality and relevance, influencing rankings indirectly.

    What to Do:

    – Showcase expertise through thought leadership and case studies.

    – Publish content backed by data and reputable sources.

    – Build credibility through consistent, high-quality content.

    8. Mobile-First Indexing

    With most internet traffic now coming from mobile devices, Google prioritises the mobile version of websites. Sites that aren’t optimised for mobile may see their rankings drop.

    What to Do:

    – Ensure responsive design that adapts to various screen sizes.

    – Compress images and reduce server response times to improve mobile performance.

    – Monitor Google’s Search Console for mobile usability issues.

    SEO in embodies innovation and adaptability, focusing on optimal user experience, privacy respect, and the harmonisation of content and technology. This multifaceted approach represents the future of online positioning, forging a bond of trust with users.
    Published by BSS Team

    Blank Street Studio a Munich & Stockholm-based Brand & Digital Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.

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