Like most things in business, there is a right and a wrong way of doing things. Apply faulty and outdated SEO tactics, and you’ll only burn through your marketing budget without achieving anything meaningful. However, apply the best SEO techniques, and you’ll be in marketing heaven.
If you want your content to appear and continue ranking well, there are a few key strategies and tactics you’ll need to implement.
What is SEO and why does it still matter in 2025?
Search Engine Optimization (SEO) is the practice of improving a website’s visibility in search results.
Core strategies such as keyword research, content creation and optimization, and link building still matter because they help target intent-driven keywords and attract high-quality leads. Appearing in search results also boosts brand authority and conversions. While SEO campaigns aren’t always cheap, the long-term ROI far outweighs the cost. Additionally, as ads become more expensive, SEO remains one of the few scalable ways to attract free, intent-driven traffic.
Image Source: Google.com
What’s changed is how SEO works. Search isn’t just “10 blue links” anymore, since Artificial Intelligence (AI) summaries, interactive results, and rich snippets now dominate search engine results pages (SERPs).
For example, besides SEO, you need to develop Generative Engine Optimization strategies, which involve optimizing your content to appear in AI-powered search results. Your brand’s appearance in AI summaries and interactive results will determine whether you capture clicks or get buried.
The Top 10 Most Important SEO Strategies
Without further ado, here are the top 10 most important SEO strategies for businesses to master.
1. Spice up keyword research with search intent + AI and SEO context
Search intent (why someone searches) is still the foundation of keyword research.
The four main types are:
- Informational: learning something
- Navigational: finding a brand/site
- Commercial: comparing options
- Transactional: looking to buy
Search intent optimization ensures you deliver the right content at the right time, especially when providing Your Money or Your Life (YMYL) content. This is Google’s term for web pages that could impact a person’s health, safety, financial stability, or overall well-being.
However, AI-powered SERPs have changed the game. Users ask more conversational questions, and Google’s Search Generative Experience (SGE) often gives summarized answers instead of links.
To adapt, you can:
- Map content to intent while using natural language queries
- Use tools like Semrush or Ahrefs intent filters to spot SGE opportunities
- Write clear, authoritative answers that AI can cite
2. Recognize the evolution from E-A-T to E-E-A-T
E-A-T stands for Expertise, Authority, and Trustworthiness. It’s not an official score or one of the ranking factors from Google. However, it was originally used as a guideline for Google’s team of “quality raters,” or people who manually review content to check the performance of Google’s search algorithm.
With Google’s algorithm updates, E-A-T has evolved into E-E-A-T, which now includes Experience. This means that content backed by real-world knowledge is more likely to rank.
To build E-E-A-T into your SEO strategy, you can:
- Add author bios with credentials and experience
- Highlight case studies, testimonials, and customer examples
- Earn quality backlinks, mentions, and PR
- Build trust with clear contact info, policies, HTTPS, and positive reviews
3. Optimize for page experience and Core Web Vitals
Core Web Vitals have matured since their 2021 debut. In 2025, the metrics Google prioritizes are:
- Largest Contentful Paint: < 2.5 seconds for fast load times
- Interaction to Next Paint: < 200 milliseconds for responsive interactivity (replaces First Input Delay, or FID)
- Cumulative Layout Shift: < 0.1 for stable layouts
Page experience goes beyond numbers and is about creating smooth, frustration-free browsing on mobile and desktop. A note of caution: Websites that neglect User Experience (UX) will struggle to rank competitively, even with great content.
4. Create keyword clusters and content pillars
Keyword clustering (the “Hub and Spoke” model) helps boost topical authority by organizing content into related groups.
It’s a content strategy that involves creating topic clusters, building pillar content, and producing cluster posts.
Your content clustering should include:
- Pillar pages: broad, authoritative guides
- Cluster posts: deep dives on subtopics (e.g., “social media ads” or “post scheduling tools”)
- Internal linking: to help connect everything for context and crawlability
To better understand how this works, here’s an example of a pillar post from Ahrefs:
Image Source: Ahrefs.com
Google’s AI SEO optimization thrives on context, so pillar content and cluster posts signal expertise.
For example, a pillar page on “B2B SEO” could link to clusters like “SEO pricing in 2025,” “Google SGE optimization tips,” and “E-E-A-T best practices.”
5. Refresh your content syndication strategy
Content syndication — re-publishing your content on platforms such as LinkedIn articles or Medium — is still a smart way to expand your reach. But here’s the catch: If you don’t use proper canonicalization, Google may deem it duplicate content.
The fix? Canonical tags. These tags tell search engines, “Hey, the original version lives here.”
Always double-check to ensure your syndication partners are using the “rel=canonical” attribution, so Google knows your site is the source and you avoid being tagged as duplicate content.
6. Collaborate with industry experts to build authority
Getting links from authoritative sources is the key to achieving high search engine rankings. While backlinks remain critical in 2025, spammy link-building is dead.
Instead, partner with subject matter experts for:
- Interviews
- Expert roundups
- Co-authored research
- Joint webinars or podcasts
For example, you can create interview posts with an influencer, a thought leader, or anyone considered an expert on a given topic.
In exchange for being featured, the interviewee would gladly share and link to the interview post, giving your brand the exposure and much-needed backlink for SEO.
7. Publish original research and first-party data
Building direct relationships and collecting first-party data through emails, surveys, and on-site behavior has always played a pivotal role in marketing. Brands that commit to owning these insights consistently gain a stronger competitive advantage.
That’s why first-party data and original research are more valuable than ever. Investing in data hubs (newsletters, gated content, CRM integrations, and surveys) gives you a major edge in personalization, ROI tracking, and trust-building.
Some methods for achieving this include:
- Running surveys and polls (via Google Forms, LinkedIn, or X)
- Sharing case studies, benchmarks, and customer insights
- Packaging data into visual reports or infographics that others will cite
Image Source: Forms.Google.com
These content types also cater to Google’s Helpful Content Update. This algorithm update rewards genuinely helpful, people-first content while reducing the visibility of content created mainly to rank in search engines.
8. Stop ignoring structured data
Winning SEO isn’t just about ranking on page one; it’s about visibility in rich results and AI-powered summaries that dominate the SERPs.
Structured data (schema markup) helps Google understand your content and feature it in:
- FAQs
- How-to snippets
- Local business panels
- Video previews
- AI-generated SGE snapshots
By optimizing for rich results, you increase your chances of capturing clicks even when users never scroll past Google’s AI answers. Think of schema as your shortcut to visibility. If competitors are using it and you’re not, they’ll own the real estate that matters most.
9. Embrace mobile-first indexing
Mobile-first is no longer optional — it’s the default. In 2025, Google will primarily evaluate your mobile site when evaluating rankings. Follow these SEO best practices for a mobile-first approach:
- Use responsive design
- Keep paragraphs short with lots of white space
- Add jump links and a Table of Contents for scannability
- Optimize your images for smaller screens
10. Budget realistically: SEO pricing in 2025
SEO remains one of the best long-term investments, but costs have shifted as the field has grown more competitive and complex.
Here’s what you can expect to pay:
- Small businesses: $1,500 – $3,500 per month
- Mid-sized companies: $3,500 – $10,000+ per month
- One-time SEO projects: $7,500 – $50,000
SEO now requires more than keywords and backlinks. Brands need technical SEO expertise, AI-driven content optimization, UX improvements, structured data, and ongoing monitoring to stay competitive. Agencies and consultants who can deliver that level of expertise don’t come cheap.
FAQs about SEO in 2025
1. How can I improve my SEO campaigns this year?
Focus on SGE and intent alignment, demonstrating E-E-A-T, improving UX with Core Web Vitals, and using first-party data and expert collaborations.
2. Is SEO still important in 2025?
Absolutely. SEO evolves with search itself. Brands that adapt remain visible — those that don’t, fade from view.
3. How much does SEO cost in 2025?
Small businesses typically invest between $1,500 and $3,500 per month in SEO, while larger campaigns can cost significantly more. Ultimately, the price depends on the level of ambition and aggressiveness of the strategy, whether for a local business or a large corporation.
4. Will SEO exist in 5 years?
Yes. AI will continue to reshape search, but brands still need SEO to be discovered.
Keeping Your SEO Strategy Future-Proof
At the end of the day, content has been and will continue to be the top SEO priority.
SEO cannot exist without content! It’s easy to let your content strategy become some vague bullet-pointed list in a strategy document that nobody on your team opens. But we’re here to tell you that you can get tremendous results from having well-maintained and thought-out content and SEO tactics.
If you’re eager to revitalize your 2025 SEO strategy, get in touch with one of our SEO content experts today.
