This article provides an overview of search engine behavior in 2025.
We review why old SEO techniques no longer work and why the focus should be on developing high-quality content for users, in addition to strategies brands can adopt to be more competitive.
Many old SEO techniques no longer work for improving search rankings and visibility
This hasn't always been the case, but Google now explicitly states it does not think you should focus on things like meta tags, keyword stuffing, content length, and order of headings when it comes to optimizing your website.
Although these techniques may have mattered in the past, Google's search algorithm has evolved over the years as more and more content has become available on the internet.
Compelling and useful content is valued above all else by search engines like Google
The goal of search engines is to provide users with relevant responses for their search queries.
If I search for "blah blah blah", I would expect to get results related to "blah blah blah". If I get something else, the search engine did not do its job.
To make sure they serve relevant content to users, Google prioritizes "helpful, reliable information that's created to benefit people" - and not "content that's created to manipulate search engine rankings".
Question: Is your content compelling and useful?
- Is the text easy-to-read and understand?
- Is the content unique?
- Is the content up-to-date?
- Is the content helpful, reliable, and people-first?
See a full set of questions from Google here.
Google proactively watches for and penalizes sites that use manipulation tactics like keyword stuffing, invisible text, and automated click traffic.
Our advice: Keep the focus on the humans who will visit your site - not the search engine.
Publishing regular, high-quality content is a great way to gain visibility in your space
This doesn't mean that you need to post daily. It just means that publishing content on a regular schedule is a great way to build trust and authority with your target audience.
Quality is more important than quantity here. Remember, Google wants to provide its seachers with the best possible answers - not those with the most keywords or clicks.