Want to learn the top SEO trends for 2025? Find out if artificial intelligence will change the way your site ranks?
In this Grow Easy article, we'll look at the results of a survey conducted among top SEO professionals. They provide insight into where SEO is headed in 2025 and how we can take advantage of the trends.
From the growing role of Google Discover, to dealing with AI-induced search disruption, here's what everyone involved in SEO needs to know.
Key conclusions
Google Discover
We start with the experts' answers about Google Discover. According to Grow Easy's experts, Google Discover is a key traffic driver for publishers, but the results are mixed:
- 52% of respondents ranked Discover as their top priority for 2025.
- 56% report an increase in traffic from Discover in recent months, while 21% saw a decline.
The impact of AI
The impact of artificial intelligence is being felt in every aspect of the digital world. It's also true in every aspect of the digital world, and it's also true in the digital world. AI capabilities are visibly shaking up search engine results pages (SERPs):
- 39% believe Google's AI is a threat to traffic, and 43% are still unsure of its impact.
- Due to changes in AI, 32% report an adverse impact on visibility and click-through rates.
Crawling of content by AI platforms is also a growing problem according to SEO specialists:
Nearly a third of respondents allow crawling on their sites, 29% block platforms selectively, and 11% block them completely.
Site owners are trying a variety of strategies to protect their content from crawling, including paywalls, structured data, and legal policies.
Biggest SEO challenges for 2025
Every new year comes with its challenges. In a constantly changing digital world, many businesses are trying to find a way to continue to exist.
Nearly a third of those who participated in the survey are not sure they will be able to find resources for new SEO tools. There is a trend of more teams relying on AI to create SEO strategy, which is leading to a reduction in the human factor.
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A large majority of respondents believe that the use of artificial intelligence is leading to the unification of advertising campaigns. Therefore, owners and HR departments are looking to hire experienced SEO professionals. By doing so, they aim to differentiate themselves from the rest.
But they are faced with the fact that there is a shortage of trained personnel. Lack of quality staff is a major obstacle to developing an SEO strategy, according to nearly a third of professionals.
Other SEO challenges
Another common problem is that one digital agency employee is often responsible for multiple clients. This leads to lower brand familiarity and a lack of expertise in the client's domain. According to statistics, only 11% of all digital agencies have more than 10 people.
Relationship between SEO specialists and copywriters
Effective collaboration between SEO specialists and editorial teams remains a key success factor. This involves three main aspects:
#1 Training
- 55% of organizations offer only basic SEO training to editors.
- 27% run regular workshops and only 14% provide advanced training.
#2 Adoption of SEO recommendations
- 45% of copywriters are actively following SEO recommendations, which is a positive signal of SEO integration into processes.
- 52% implement the recommendations partially and 3% ignore them completely, indicating that the lack of full synergy is still an issue in some organizations.
#3 Commitment of SEO professionals
- 64% of SEOs are actively involved in daily copywriting, which is key to synchronizing content and optimization strategy.
- 22% focus primarily on major events or key campaigns, skipping the day-to-day content work.
SEO professionals' top priorities for 2025
Trends indicate that in 2025, SEO professionals in the digital sector will focus on improving Google Discover strategies, adapting to AI-driven changes in search, diversifying traffic sources, and increasing cross-functional collaboration.
Optimizing for Google Discover will require a combination of technical and creative approaches to increase visibility and mobile traffic. With the growing role of artificial intelligence, SEO teams will need to create higher quality and more relevant content that meets the contextual demands of AI-driven algorithms.
Last but not least is working with Google Analytics 4, Google My Business, and Google Tag Manager, which are an essential part of every digital marketing professional's daily routine.
In addition, successfully synchronizing efforts between copywriters, product and SEO teams will be key to creating high-value content that is effective for both readers and search engines.
Learn more from the world of Google Marketing from our blog.