If you have a website, it is important to be on top of the latest search engine optimisation trends. With 2025 now fully underway, it is a good time to see how SEO is changing this year.
LLMs
Large language models. or LLMs. will continue to gain traction. This is not surprising as AI technology has advanced to become a major player. This represents a shift towards combining several sources into one, with the user experience and quality continuing to improve. However, they are not yet replacing social search, with people currently happy to get both perspectives.
Video content
Video content is likely to remain a key way to stand out, particularly because so far, AI is not excelling in this area. Platforms like TikTok, YouTube, and LinkedIn will remain popular places to post videos and they can help drive traffic to your website. If you are interested in seeing how you can use video to boost your SEO, it may be worth talking with SEO professionals. To find some good options, put ‘SEO agency near me’ into your preferred search engine to find results like https://www.nettl.com/uk/seo-agency-near-me.
Community engagement
AI content will advance and become less formulaic, but it will remain a long way from emulating the standards of human engagement. While people will become used to AI engagement, this is likely to make them value the authenticity of the human perspective. This will always be more differentiated and unique. The growth of B2B and e-commerce businesses will increasingly become driven by effective community communication and engagement.
User understanding
The key trend for SEP in 2025 is that user understanding has never been so important. Users will be exploring more search platforms, providing a challenge to how businesses gain visibility. The businesses that thrive will be those that can rank high with LLMs and who can create high-quality video content to raise brand awareness. Understanding user engagement is going to be crucial to successful SEO strategies. By being aware of these trends, you can find ways to enhance your SEO this year.