If it feels like the trends and rules of online marketing are changing every 5 minutes… it’s because it is!
Keeping up with all things Search Engine Optimization (SEO) can be a full-time job, and for us, it is. Between AI tools like ChatGPT and Google Search, updates to social media, and the growing importance of local visibility, the digital world keeps moving fast.
We’re here to update you on what matters most and how to adjust your marketing strategy to keep showing up when your audience is searching. Let’s break down the basics of SEO trends of 2025 (so far) and some key takeaways!
Why Social Media Matters For SEO
90% of consumers use social media to guide purchasing decisions and research companies. Because of that, we recommend that all of our clients have profiles, post consistently on them, and engage. Social media is an online trust factor now; some buyers simply go to your social media pages just to make sure your organization exists on there. That is what we call social proof – when your online presence reassures someone that you’re credible. The best part: they may stick around and follow you if your content resonates with them.
You may have heard the news that Instagram can now be indexed by search engines! While this is big in the SEO world this summer, this isn’t actually an entirely new concept. Social media platforms have been used to search for years now.
For example, let’s say you’re about to go on vacation. In your research, you could search phrases like “things to do in Raleigh” or “best restaurants in Bar Harbor” on TikTok, “best Dallas coffee shops” on Instagram, or “Orlando hotels to avoid” on Reddit to get great content from real people. More and more, we want to see real experiences, and not just ads. We want to see reviews, casual videos, and the ambiance. We want to see how people enjoyed (or didn’t enjoy) something with no filter. We also go to platforms like YouTube or TikTok for how to do things, industry tips, tutorials, or insight; we also go to LinkedIn to see subject matter experts comment in our industries. Social media has become such a powerful search engine in and of itself.
In light of the Instagram update, here are a few tips:
- Search engines can now read everything, even how you respond to nice comments or conflict in social media comment sections.
- Using key phrases that help you get found is great, but they should be relevant to the post.
- Use hashtags thoughtfully but not excessively (and make sure they’re related to the post).
- Add captions on your videos, as well as strong headlines or titles.
How AI Is Changing Search
It’s no secret that AI is everywhere and anywhere. While a lot of online conversation is centered on statements like “SEO is dead” or “AI destroyed traditional search engines”, that’s certainly not the case.
What is true: SEO has completely changed. A huge part of SEO is knowing how to watch, learn, and adapt!
Have you heard the new term: GEO? While SEO is ‘search engine optimization’, GEO is ‘generative engine optimization’. Some say that GEO is replacing SEO, but people are definitely still using traditional search engines to search. It’s not an SEO replacement: it’s a new player in the SEO game, and one that is excelling. Think of it like when social media first became a marketing tool. It didn’t replace sales techniques or websites – it added a new layer to how people found and engaged with brands. Despite any initial hesitation or pushback from traditional marketers, it has changed everything.
Now, when you go to search for something in Google or Bing, while you can have the traditional search experience, you now see AI tools like Gemini and Copilot right there at the top. Our goal is to optimize a website for both: make sure a website can be found and understood by traditional search engines and AI tools.
Why Local SEO Still Wins
If you’re out and about and looking for an ‘ice cream shop near me’ that is open at 10 PM, you are probably using Google or Apple Maps. This is where Local SEO really shines. ChatGPT does not focus on real-time information, directions, or updates (it’s not built for that yet), but traditional search engines and maps have that information and can direct you there immediately.
If you’re a church, local business, or any organization that relies on your brick-and-mortar location, prioritizing your online presence and listings is a must. For example, a Google Business Listing is free to set up and manage, and this is so valuable for any local organization.
Important Google Updates
Rewarding Helpful Content (EEAT)
Google’s updates to its algorithm really drive home the importance of helpful, useful content on your website. Search engines want to see content that provides real value to someone who comes across it, following the EEAT model (Experience, Expertise, Authoritativeness, and Trustworthiness) in how they rank your website. What does this look like?
- Content that feels personal, informed, and trustworthy
- Content that has a real author behind it
- Content that offers resources that help solve problems or answer real questions
No More Spammy Backlinks
Google wants quality over quantity. Google does not favor the ‘spammy’ SEO methods, such as paying for irrelevant backlinks or stuffing as many keywords as you can onto a page. It can also cause your site to incur some penalties if done excessively, as it violates their webmaster guidelines. Search engines like to see collaborations that appear genuine, legitimate listings, and guest blogging from real people.
Website Health and UX
Designing and developing a technically sound website has always been a priority, but Google has confirmed that it uses Core Web Vitals as a ranking factor. What does that mean? It’s important that:
- Your website pages load quickly
- Your website is mobile-friendly
- Your website has a seamless user experience (UX)
No one likes to visit a site that takes forever to load or has formatting issues, so this is also to keep your visitors happy and on the page!
Content Written By Humans Vs. AI
Search engines are prioritizing experience-rich, genuine, and helpful content. While we are not quite at the point where Google is directly penalizing AI-written content, this content can often lack the depth or human touch that Google is looking for in terms of expertise and originality. Google does not care how the content was written, but only that the content actually serves the user well.
In short: SEO has changed, but the goal hasn’t. People turn to search engines, social media, and AI tools when they need answers, recommendations, or solutions, so our job is to make sure your business or organization is showing up in those moments with clarity, trust, and value! The real magic happens when we tailor these insights to your audience, brand, and goals.
Our Juxt team loves watching the industry evolve. We keep up with all of the trends, so you don’t have to! We’re here to translate all of those changes into strategy, and then implement them to help your brand thrive in this ever-moving digital landscape. We want to make sure your website can be found when people are searching, and when they do see you, they want to know more.
Juxt helps organizations thrive through brand strategy, website development, digital marketing, SEO, social media, custom web applications, and more — all backed by a results-driven, relationship-first approach. We’d love to see how we can serve you, so let’s start a conversation!