What will Google SEO for Business Owners look like in 2025? 

The 2025 SEO Updates 

 Not to put too fine a point on it, but Google’s 2024 algorithm updates really caused some chaos for businesses. The changes were not merely technical tweaks but fundamental changes that impacted rankings in significant ways. SEO managers and SEO agencies (Including ours) needed to pivot quickly to ensure ongoing online visibility. From what we have read and heard, this trajectory looks likely to continue through 2025. To stay competitive, companies must now adapt quickly, implementing practical approaches to maintain and enhance their search engine standings. 

 2024 SEO Updates in Reflection:  

The March 2024 Core Update marked a pivotal moment in Google’s ongoing quest to enhance search result quality. This update, which took around 6 weeks to complete brought about a shift in how Google evaluates and ranks content. The primary focus was on combating low-quality and AI-generated spam, with Google promising a staggering 45% reduction in unoriginal, low-value content appearing in search results. 

One of the most significant aspects of this update was the integration of the helpful content system directly into Google’s core algorithm. This integration underscored Google’s commitment to prioritising content that genuinely serves user needs and demonstrates Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T).  

E-E-A-T: The Standard for Content Quality 

Content that demonstrates first-hand experience with a topic is particularly valued. For instance, a travel blog post about the best hidden gems in Tokyo written by a long-term expat resident would likely be favored over a similar article compiled from secondary sources. 

Another example, a local bakery might create detailed, step-by-step guides for baking artisan bread at home, complete with troubleshooting tips and variations for different dietary needs. Showcasing author expertise has become increasingly important. Detailed author bios, credentials, and links to other published works can all contribute to establishing authority in your field.  

Building authoritative backlinks from reputable sources in your industry remains a crucial aspect of SEO strategy, as does ensuring your website provides a secure and trustworthy user experience. 

For business owners, the implications are clear: the era of churning out mass-produced, generic content is over.  

Technical SEO: Still The Foundation of Digital Success 

While content quality is paramount, technical SEO factors continue to play a vital role in 2025. Core Web Vitals, which measure loading performance, interactivity, and visual stability, remain key ranking factors.  

Businesses should prioritize optimising these metrics to ensure fast loading times and a smooth user experience across all devices. 

Responsive mobile design is no longer optional but a standard requirement. With the majority of searches now conducted on mobile devices, websites must provide a seamless experience regardless of screen size or device type. 

Security continues to be a top priority for Google. Implementing HTTPS is now considered the bare minimum, with many businesses going a step further by adopting HTTP Strict Transport Security (HSTS) to provide an additional layer of protection against potential security threats. 

The AI Revolution in Search 

The integration of artificial intelligence into search has also taken a significant leap forward in 2025 with the evolution of Google’s AI Overviews (AIOs).  

Source: https://s3.amazonaws.com/images.seroundtable.com/google-ai-overview-seo-2-1717159626.jpg 

These AI-generated summaries are no longer confined to the familiar Featured Snippet format but have expanded to encompass a variety of presentation styles. 

Perhaps most notably, AIOs are increasingly appearing in monetisable queries, signaling a shift in Google’s approach to balancing user experience with revenue generation.This means, Google is using AI to create summaries for search results more efficiently, which allows them to use this feature more widely, especially for searches that can generate revenue.  

For business owners, this development presents both challenges and opportunities. To increase the chances of being featured in AIOs, content must be structured in a way that is easily digestible by AI systems. This means using clear, concise language and organising information logically through schemas and other tools. For instance, a travel agency might create a comprehensive guide to visiting Paris, with clearly defined sections on accommodation, transportation, attractions, and local cuisine.  

Each section ideally will provide succinct, factual information that an AI system can easily extract and summarisze. 

Zero-Click Searches and the Importance of Brand Visibility 

The trend of zero-click searches, where users find the information they need directly on the search results page without clicking through to a website, is going to be more prevalent in 2025. While this can potentially reduce direct traffic to websites, it also offers new opportunities for businesses to showcase their expertise and brand. 

The key is adapating and central to that is the need for businesses to focus on optimising their content for featured snippets and other zero-click formats. This might involve structuring FAQ pages to directly answer common queries or creating concise, informative meta descriptions that provide value even if the user doesn’t click through to the site. 

However, the rise of zero-click searches also underscores the importance of building a strong brand presence across multiple platforms.  

Engaging with your audience on social media, participating in industry forums, and maintaining a consistent brand voice across all channels can help maintain interest and loyalty even when direct website traffic might be reduced. 

Local SEO: Small Business Success 

For small and medium-sized businesses, local SEO remains a critical factor in 2025. Google Business Profile optimisation has become more important than ever, with regular updates, new photos, and posts being key to maintaining visibility in local search results. 

Review management has also taken on new significance. Google’s algorithms are becoming increasingly sophisticated in analysing the content of reviews, giving more weight to those that discuss specific services and results.  

For example, a positive review that mentions a dentist’s gentle approach to root canal treatment and the long-lasting results would likely be more valuable than a generic 5-star rating with no detailed feedback. 

Moreover, as the search landscape diversifies, ensuring consistent information across various search platforms and AI interfaces (such as ChatGPT, Bing, and Brave search engine) has become crucial. This multi-platform approach helps reinforce your business’s online presence and improves overall visibility. 

The Ongoing Battle Against Spam and Manipulation 

Google’s efforts to combat spam and manipulative SEO tactics will also take centerstage in 2025. New policies will target a range of abusive practices, including scaled content abuse, expired domain abuse, and site reputation abuse. Websites found to be in violation of these policies may face manual penalties, potentially resulting in significant drops in search rankings. 

To avoid falling foul of these policies, we recommend businesses regularly audit their websites for any practices that could be perceived as manipulative or spammy (if you need help with a digital audit, let us know).  

This includes reviewing backlink profiles, ensuring all content is original and valuable, and avoiding any tactics designed to artificially inflate search rankings. 

 2025 SEO in perspective 

In 2025, SEO will not be about gaming the system or finding shortcuts. Instead, it will be all about genuinely understanding and serving your audience, demonstrating real expertise, and providing value in every interaction. By embracing these principles and staying informed about the latest developments in search technology, your business should be able to build a robust online presence that can weather any change and algorithm updates. 

In 2025 the businesses that will succeed are those that view SEO not as a set of tricks to manipulate search rankings, but as an ongoing commitment to excellence in every aspect of their online presence.  

Reach out to Three Piece Marketing to make your 2025 SEO efforts a reality!