Search Engine Optimisation (SEO) in 2025

No matter the size of your business, investing in the long-term success of your company is essential, especially when it comes to strengthening your online presence.

Gone are the days of keyword stuffing blog articles and using black-hat search engine optimisation (SEO) tactics. The evolution of Artificial Intelligence (AI), shifts in digital content, and changing browsing habits have transformed the strategies businesses can and should invest in.

In this article we’ll explore why…

SEO is far from dead

However, we can’t deny, achieving success has become significantly more challenging. These statistics highlight some of the challenges Marketing and Search Executives face on a daily basis.

Search Habits are Changing

Studies reveal that approximately 59.7% of Google searches in the E.U. now end without a click, reflecting a significant shift towards zero-click searches. These occur when users find the answers they need directly on the search results page, eliminating the need to visit a website.

Click-Through Rates are Declining

The first organic search result has an average click-through rate (CTR) of 39.8%, while the second position sees a sharp drop to 18.7%. This highlights the importance of optimising your organic content to compete effectively, rather than relying solely on paid advertising.

Paid Ads Dominate

For commercial queries, Google’s above-the-fold space is increasingly dominated by paid advertisements, reducing visibility for organic results. For businesses with limited budgets, focusing on long-form, useful content is a cost-effective strategy to capture audience attention.

AI Overviews Impact Traffic

When Google first introduced AI-driven overviews, we explored their potential impact (read more here). These overviews, along with rich snippets, now frequently provide answers directly on search result pages, further reducing the need for users to click through to websites.

SEO Investment is Rising

Global SEO spending has seen significant growth, climbing from $47 billion in 2020 to an estimated $80 billion by the end of 2023. This surge in investment underscores the increasing competition in search rankings.

So, what can you do to ensure your business survives the next one, two, five or ten years?

Diversify your strategy

Despite the challenges outlined above, SEO remains an essential part of any digital strategy. However, relying solely on SEO is no longer sufficient in today’s competitive landscape. To achieve sustainable growth, businesses must diversify their efforts across channels like social media, YouTube, email marketing, and community building.

While SEO will always be a valuable investment, combining it with broader content marketing efforts is the key to unlocking long-term success. Here’s how your business can strike the right balance.

Embrace Social Media

Platforms like Instagram, LinkedIn, and TikTok offer opportunities to engage directly with your audience and build brand loyalty. By creating authentic, shareable content tailored to each platform, you can strengthen your connection with your audience and showcase your brand’s personality.

Social media also provides valuable insights into your audience’s preferences, enabling you to refine your strategy and stay relevant.

Invest in YouTube

Video content remains a powerful way to connect with audiences. Focus on creating high-quality, informative, or entertaining videos that align with your brand values and address your audience’s needs.

Consistency in posting and engaging with comments can establish your channel as a go-to resource, helping you build a loyal subscriber base over time.

Leverage Email Marketing

Build trust and nurture relationships over time with strategic email campaigns. Personalised, well-crafted emails can drive higher engagement, whether you’re promoting products, sharing updates, or delivering valuable insights.

Regularly analysing metrics like open rates and click-through rates will help you optimise campaigns for better performance.

Build Communities

Foster loyal audiences through forums, groups, and online communities that engage your target customers. By providing a space where like-minded individuals can share experiences, ask questions, and connect, you position your brand as a trusted facilitator.

Actively participating in these communities can enhance credibility and encourage organic advocacy for your business.

To summarise

If you want to discuss SEO or any of the digital strategies we’ve explored in this article, get in touch with a member of the team today. 

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