The following summary is based on the suggestions of several SEO experts, revised by myself (more understandable and practical), supplemented with my own opinion, and only what I agree with and accept as authentic (Top-25 SEO tips/advice or suggestions) has been described. In the footnotes (numbered) and website links and explanations of specific professional terms can be found. Hungarian version: 25 SEO tanács 2025-re.
- Generative Artificial Intelligence (AI) and Content Creation
- Search Experience Optimization (SXO)
- AI-powered search and visual search
- Video content optimization
- Zero-Click searches – instant answers
- E-E-A-T and blogging from an SEO perspective
- Slow growth of voice search
- Sustainability and Green SEO
- Personalized search results
- Multimodal search extension
- UGC, opinions and credibility have become paramount
- TikTok and young people
- Quality content remains important
- Technical SEO will become even more important
- The authority of the topic became primary
- Update content
- Even fewer organic clicks are expected
- Changes to Google Generative AI SERP layout and features
- Google is reducing the frequency of crawling and indexing
- Fresh links carry more value than backlinks
- Useful content based on search intent
- The importance of local SEO
- Target group analysis and lifetime value monitoring
- Brand SERP optimization, knowledge graph
- Automate SEO processes
1. Generative Artificial Intelligence (AI) and Content Creation
ChatGPT, Jasper, Midjourney, Claude, Perplexity, Gemini, Copilot etc. are now essential by 2025. Anyone who does not use AI assistance in 2025 (when creating keyword clustering1, blog writing, image/graphic generation or common collective interpretation with Gemini 2.0 or mass category descriptions, etc.) will increasingly fall behind their competitors next year.
Immediate recommendation: make good use of prompting and automation with AI assistance (manual review is mandatory). Biggest broad AI potential (not just in online segment) by 2025/2026: NVIDIA AI2
2. Search Experience Optimization (SXO)
The simplest solution is always useful (Ockham’s razor principle3), heat map analysis and A/B testing4 are also profitable for smaller companies (especially for smaller ones, they are completely free up to a certain number of views).
My personal advice: periodically hiring a UX specialist + reviewing errors in a semi-annual Technical SEO audit (due to Google’s changing guidelines and requirements) is essential. It helps a lot with the efficiency and conversion of your website.
3. AI-powered search and visual search
The rise and development of Google Lens and Adobe Scan, Amazon Rekognition, Microsoft Lens will be exponential in 2025.
Don’t miss out: using the correct image format (.webp, .avif), optimizing images, specifying SEO-compatible image file names, and filling in the ALT tag are still recommended.
4. Video content optimization
Video results will appear more and more frequently in the SERP, so understanding and managing this professionally is essential for every company in 2025.
Consideration: Incorporating short video production into your website can be effective (TikTok, YouTube shorts, FB/Instagram Reels videos (educational, explanatory, interpretive: value-adding). Technically, JSON-LD5 or Schema6 data (and #hashtags) should be used so that AI bots can more easily crawl and understand the page.
5. Zero-Click searches – instant answers
The appearance of instant answers on the search results page (SERP) is increasing, and thus the number of further clicks (both PPC/SEO) is gradually decreasing.
My tip: Simple questions require clear answers that provide real knowledge and value: less than 300-500 words and a specific answer to the question asked. Use Schema or JSON-LD and combine it with professional solutions from Featured Snippets7.
6. E-E-A-T and blogging from an SEO perspective
Google’s emphasis on experience, expertise, authority, and trustworthiness (E-E-A-T) will become even stronger in 2025. Writings by credible professional authors on a topic will be even more valued, while short content generated with weak AI or too uninteresting will be devalued.
What to do: A topic expert does not write tabloid news, does not publish AI-written, rewritten and/or poor quality content and his crawlable link network (social media affiliates, his own platforms). He specializes in one topic and does not write on other topics, because this significantly reduces the credibility and professionalism of the content.
7. Slow growth of voice search
Siri, Alexa, Google Home… Smart homes are no longer snobbery, but a real option. The development of these devices is becoming a priority. Voice search is faster, but language modules are not yet perfect, they are only really effective for major languages. Most people only use Google (and other) voice search while driving, so its spread will be slower than many predicted, it is only expected to become a more important aspect on websites by 2027.
Use: Long Tail search answers (i.e. using FAQ sections with JSON-LD) are important, of course, all based on intent-based keyword research, which you can also search for on your website.
8. Sustainability and Green SEO
Energy-efficient storage, website (+accessibility), dark mode: Believe me, the vast majority of your users today expect not only greener products, but also digital sustainability (of course, in Hungary, people are mostly price-sensitive, but there is also a conscious consumer layer that does matter when making decisions). Google/OpenAI are also working hard to solve this for operations that require high energy capacity.
You can do something about it here: Server efficiency and faster queries (website scanning and loading) are needed, removing larger images and unnecessary marketing messages and motion effects means fewer and faster queries.
9. Personalized search results
In 2025, AI algorithms will use even more data like your browsing history, location, and past interactions (+speech spoken near your phone) to provide personalized search (and unfortunately advertising) results.
Reach them: You too can reach a specific, well-defined customer segment and user habits (using GA4, SC, A/B tests, and multiple heatmap analysis).
10. Multimodal search extension
It combines text, images, and audio into a single query – this is a further development of multimodal search (Google Multisearch).
Here’s how to do it: Images (webp or avif), text, videos, infographics, attachments (docx, xlsx, pdf, etc.) must all be optimized in relation to each other according to the topic’s special image naming, H-tag, Meta Title, image optimization, and SEO E-E-A-T rules.
11. UGC, opinions and credibility have become paramount
Since Google’s “Useful Content” update, there has been increasing pressure for companies to prioritize User Generated Content (UGC) and personalized experience (UX) over corporate marketing messages. The new direction for search engines is to showcase real customer experiences, built on user interaction. Authenticity has become paramount.
These solutions include: Reddit, Trustpilot, Google reviews, product reviews, validated customer reviews for products.
12. TikTok and young people
Non-Google search engines are gaining ground and businesses need to adapt. Facebook/Instagram Reels, Snapchat, YouTube Shorts…
Considerations: is it necessary or worthwhile to launch and address this target group and channel (pay attention to sanctions and country blocks against TikTok – YouTube Shorts or Facebook Reels are more stable).
13. Quality content remains important
Search engines will become increasingly better at filtering and detecting AI-generated content, and will generally filter out (or rank poorly on) weak, unrevised/reused, and poorly rewritten content.
Write like this: up-to-date, relevant, and unique content, take time for research, surveys, case studies, reports, and take customer needs into account as much as possible.
14. Technical SEO will become even more important
Technical SEO (e.g. image file format, size, links, content, server speed) and UX/UI will be especially important in 2025.
Do this: After a technical SEO audit, implement the most pressing tasks. Consider reviewing Schema/JSON-LD, speed, and image optimization with an SEO professional.
15. The authority of the topic became primary
The massive algorithm leak hid a new ranking score – Topic Authority8. Search engines look for signs that your website is an authoritative resource for your specific topic (niche).
Think about: what is your USP (Unique Selling Proposition), is it visible on the landing page, is it understandable, and is it of real value to users? Keyword grouping, Power-Page, and periodic blogging are recommended.
16. Update content
AI bots also need the value-based, explanatory/interpretative and explanatory relevant information of regularly (periodically) updated articles (it is appropriate to update old ones as well). Google has also admitted that sites where topic-specific blog posts are regularly sent to the bots to crawl the entire domain more/more often(?).
The right direction: It is recommended to write an in-depth, educational, topic-oriented, truly SEO-friendly blog with a copywriter, with a pre-scheduled date and professional anchor texts (with new Fresh and live links with anchor text).
17. Even fewer organic clicks are expected
With Google Search AI Overviews, the clickthrough rate is expected to decrease even further (for everyone), as the answers are more in-depth, the requests are more sophisticated, and Google compiles the best results: it creates its own (Generative AI + so-called powerful artificial intelligence (AGI) may be ready by 2026. Goal: to make users spend more time on the Google SERP results list, so the search engine can sell more ads and persuade users to use related services, such as Maps, YouTube, Shopping ads. In the US, queries related to customer intent are already displayed in the left sidebar. Smart Insights The 1st position in Google’s organic search results now has an average CTR of 39.8%. The 2nd position has a CTR of 18.7%, and the 3rd position has 10.2%. (CTR: ClickThrough Rate). Backlinko analysis also provides interesting insights. They found that the average CTR for the top result in Google’s organic search results is 27.6%. Furthermore, the top 3 search results on Google collectively receive 54.4% of all clicks.
What you can do next: Linked Reels videos, serious topic-specific writing and analysis, PDF studies, fresh blog posts that provide expert experience and value (useful content) will still rank well. Don’t worry, your competitors will too. Technical SEO, Schema/JSON-LD, snippet algorithm remain relevant.
18. Changes to Google Generative AI SERP layout and features
The Search Generative Experience, now called Google AI Overviews (based on the Bard, MUM, and PaLM2 AI models), will have an increasing impact on the overall user experience and will significantly change the way people use Google Search in the future. AI Overviews are now available in beta testing in accordion mode.
Do: Think about sophisticated Google Ads, as the main goal is to make a decision there or get an immediate answer without scrolling. In SEO: FAQ Schema will still be useful.
19. Google is reducing the frequency of crawling and indexing
Google has not yet officially adopted a protocol like Index Now, which Bing and Yandex already use. This could save search engines a lot of resources, as they would otherwise have to crawl an entire website to identify new content. Google is definitely trying to make indexing and crawling more sustainable without compromising crawling and indexing efficiency.
Pay attention to: a custom-sized featured image, professional and appropriate cross-links, and a transparent page structure (proper sitemap.xml segmentation, avoidance of orphan pages and broken, incorrect links).
20. Fresh links carry more value than backlinks
Backlink diversity and relevance are still crucial, although their weight in the algorithm has decreased. Links from newer websites have a greater impact than older ones. Google’s NavBoost system uses click data to influence rankings (it also looks at user engagement). The Navboost algorithm actively learns from user interactions within search results (good and bad user clicks).
My advice: fresh professional (relevant) blog news and link building (value-added, professional topic-specific), meta-tags, Schema, short answers, transparency, professionalism, brand awareness, engagement, and increased trust (longer time spent on the site at any cost).
21. Useful content based on search intent
People’s search intent and behavior are constantly refining, many people know that single-word searches are merely informal. All this will only be valuable if companies understand what their customers are looking for based on keyword research. Brands should satisfy the needs of their audience, customers, rather than promoting their brand or products and services.
Please note: Do not force users to register on your website, do not show them promotional pop-ups early, and do not redirect them to registration forms at all costs (before convincing them).
22. The importance of local SEO
The focus is shifting towards localized search results (Google can also sell ads here, e.g. Wazze and Google Map ads), which of course change based on the user’s location.
Use your Google My Business page more wisely: update it, respond to images, events, reviews, be more active.
23. Target group analysis and lifetime value monitoring
Businesses need to focus more on customer retention and increasing customer lifetime value (LTV). Companies need to maintain customer engagement by providing them with comprehensive, useful, and factual (relevant) value-based content.
This should be the goal: Schema FAQ, online customer service, chat, feedback, A/B testing, SEO ROI9 evaluation, heat map analysis, and fine-tuning based on these. Developing an SEO strategy will be an advantage for the company.
24. Brand SERP optimization, knowledge graph
Google has an incredible amount of information about you, including your search history and behavior, your search habits, and your social media usage, so it can speed up the process of personalizing knowledge graphs. It’s about the entire digital presence of a company’s brand and how they interact in the SERP (how well your Facebook, YouTube, Instagram, TikTok, etc. profiles complement each other).
Make sure that your FAQ page is based on real questions and answers, your social media profiles are not negligible and they should not only push customers, but also understand their habits.
25. Automate SEO processes
If you want to stay ahead of your competitors in 2025 (or to put it another way: if you don’t want to fall behind them), you need to focus on increasing the scalability of your SEO services and automating them as much as possible.
Recommended process: Technical SEO audit, SEO strategy, managing priorities, who, what, when, what to automate, who checks the A/B test or at least who analyzes the heat map and who coordinates the suggestions in the aforementioned terms…
Krisztián Száraz ‘ChrisDry’
Technical SEO Expert and eCommerce SEO Specialist
- Keyword clustering is the process of grouping similar keywords based on user search intent. It allows you to target related keywords on a single page (landing page or blog) instead of spreading them across multiple pages and content. This allows you to maximize your page’s visibility in search engines and rank for multiple keywords at once. ↩︎
- Preventing disease. Generating human-level code, dialog, or images. Complex data analysis. These are just a few of the breakthroughs NVIDIA AI has enabled so far. Cutting-edge multilingual speech and translation, cybersecurity AI. ↩︎
- Ockham’s razor is a philosophical principle that states that between two equally good explanations for a given phenomenon, the simpler one should be chosen. It was first formulated by William Ockham, a 14th-century English philosopher and Franciscan monk. ↩︎
- AB testing is used to compare two different versions of a website or buttons or forms, etc. to see which one performs better (how your own user base responds to it). It is usually effective in conjunction with heatmap analysis. ↩︎
- JSON-LD is a scripting language that allows publishers to communicate important information to search engines. Another advantage of JSON-LD is that because it is separate from HTML and exists in its own script, it is easy to edit and review. ↩︎
- Schema.org, a non-profit organization that creates specifications for structured data, is a collaborative, community-based effort to create, maintain, and promote schemas across the web and websites. ↩︎
- Featured Snippets are short results that appear at the very top of Google’s search engine results pages (SERPs). However, because of their prominent position, featured snippets are also known as „position zero.” ↩︎
- Topical Authority refers to a website’s expertise and credibility on a specific topic. Building it with high-quality content is an effective way to establish your expertise and credibility on topics relevant to your business. ↩︎
- SEO ROI measures how much revenue SEO activities generate for a business compared to the costs. This is one of the most important questions for any SEO consultant or manager. ↩︎