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SEO : 10 Ways to Rank Higher in 2025
- Beverley White
- Feb 17
- 8 min read
Anyone who has a website knows that Search Engine Optimisation (SEO) is constantly evolving, and businesses that want to stay ahead in this increasingly competitive market must adapt to the latest trends.
In 2025, ranking higher on search engines has never been more important, but that means standing still isn't an option. You need to understand new algorithms, address changing user behaviour and mastering emerging technologies.
The good news? As a Marketing expert with decades of experience, I know there are many techniques that can help your business improve its search engine rankings without resorting to complicated, underhand or expensive tactics
With that in mind, here’s what you need to know to boost your SEO in 2025.
10 Ways to Rank Higher in SEO 2025
As the road through 2025 becomes clearer, it's important to understand that what worked last year may no longer be enough. wiGoogle’s AI-driven algorithms, voice search and user experience signals will continue to reshape the search landscape.
In 2025, SEO is less about stuffing pages with keywords and more about delivering valuable, unique, user-focused content that aligns with search intent.
Whether you're a business owner like me, a content creator or marketer, I've put together 10 simple yet effective ways to rank higher in 2025.
Each of these SEO techniques are aimed at increasing your website’s visibility and driving organic traffic. Let's start with a timeless classic..
1. Focus on High-Quality, Engaging Content
One thing that hasn't changed is that content remains king, but in 2025, the emphasis has evolved to focus on quality, uniqueness, relevance and engagement.
Google’s AI-driven updates are getting better at recognising well-written, useful content that provides value to readers. The better, more engaging your content is, the more search engines are likely to want to recommend it to those searching.
Here’s how to ensure your content stands out from the crowd:
Write for humans, not just search engines. Prioritise readability and natural language rather than over keyword stuffing, i.e. dropping in too many keywords that make it sound artificial and won't be enjoyable to read.
Use multimedia. Videos, images and infographics increase user engagement and dwell time. A solid page of text isn't the most attractive, however well written it might be, so add elements to make it look visually appealing.
Update old content. Regularly refresh existing pages with new insights, updated statistics and relevant information to keep it evergreen.
Long-form content performs well. Aim for in-depth guides (2000+ words) that can comprehensively answer user queries or dive deeper into important issues. Not EVERY blog has be this long, but adding them occasionally when the subject calls for it, can help you rank higher and promote yourself as a thought-leader in your sector.
Promote your content across social media. Even the most engaging, most interesting content doesn't and shouldn't exist in isolation. If people don't know about it, no one is going to read it, so it's vital to share and promote your content across social media to help spread the word and drive traffic. Do this at different times, on different days and in different formats to keep it fresh and appealing.
2. Optimise for Search Intent
Google now prioritises search intent over mere keyword matching.
Search intent refers to the reason behind a user’s search query. In other words, what they’re hoping to find when they type something into Google.
There are four main types:
Informational intent – The user is looking for knowledge (e.g., “How does SEO work?”).
Navigational intent – They want to visit a specific website (e.g., “LinkedIn login”).
Transactional intent – They’re ready to make a purchase (e.g., “Buy walking shoes online”).
Commercial investigation – They’re researching before buying (e.g., “Best laptops for university 2025”).
Sometimes search terms are vague, and understanding the intent behind it can be tricky. If someone goes to Google and, for example, types in "Spaghetti Bolognese" then it's hard. to accurately understand what they are looking for.
Are they looking for a recipe to make it? Are they looking to order it as a takeaway from a local restaurant for dinner? Do they want to know the origins of the dish?
Thankfully, people are increasingly adding more descriptive search terms. Understanding the terms that bring people to your website (Google Search Console is great for this) and why someone is searching for any topic can help you tailor content on your website that meets their needs.
Informational intent: Provide detailed, well-structured content.
Navigational intent: Ensure your business name ranks at the top (or as high as possible).
Transactional intent: Use strong calls to action (CTAs) and clear navigation to get people to where they need to go.
Commercial investigation: Content that answers these queries, i.e. A blog on your website entitled "The Best Laptops For Students Starting University" which lists/reviews the best options.
3. Prioritise E-E-A-T (Experience, Expertise, Authority, Trustworthiness)
Google’s E-E-A-T framework (Experience, Expertise, Authority, Trustworthiness) in 2025 is more important than ever.
To rank higher:
Showcase expertise. Write content from an expert perspective and cite credible sources where appropriate.
Include author bios. Highlight credentials to increase credibility, this includes ensuring you have a detailed 'About Us' page.
Build trust signals. Use HTTPS, add contact details, collect testimonials and gather positive reviews from satisfied customers.
Get backlinks from reputable sites. Whilst often easier said than done, where possible, capture some quality backlinks to enhance your site’s authority. See also No. 9
4. Optimise for Voice Search & Conversational Queries
With AI-powered assistants becoming more advanced, voice search through tools like Siri, Alexa, and Google continues to rise.
People tend to use natural, conversational phrases when speaking, so:
Use long-tail keywords and questions. Example: Instead of broken terms like “best coffee shops London”, try something like “Where can I find the best coffee shops in London?”
Create FAQ pages. If you haven't done so already, include a Frequently Asked Question (FAQ) page on your website as these align well with how spoken queries are crafted.
Improve local SEO. Many voice searches are location-based, so update your Google Business Profile (if you haven't got one, please GET ONE!) and include local keywords to help those in your local area find you.
5. Leverage AI and Automation
AI is and will continue to transform SEO by making the processes more efficient.
Whilst it's an incredibly fast-moving sector, here’s how businesses can use AI to help your SEO:
AI content tools help generate outlines, improve readability and suggest keywords. As with anything AI-related, it's not a panacea and any suggestions it makes may not be relevant to your business. Don't rely on it to be 100% accurate.
Chatbots can enhance engagement and time spent on-site, but if poorly implemented, they can just as easily frustrate visitors and garner a negative reaction when all people want to do is get help from a human being. Use them wisely.
Automated SEO tools like Surfer SEO and Clearscope analyse content for on-page optimisation improvements if you have the budget for them.
6. Improve Core Web Vitals & Page Experience
Google considers page experience as an important ranking factor (but it's just one of over 200), with Core Web Vitals (loading speed, interactivity and visual stability) being crucial.
Speed up your website. Use a fast hosting platform, optimise your images and enable caching to improve the load speed of your site. If it's slow to load, customers will get impatient and click away to your competitor.
Ensure mobile-friendliness. Over 60% of searches are now conducted on mobile; this means that responsive design is essential and more important than ever.
Reduce intrusive elements. Avoid excessive pop-ups that harm user experience. Users will often tolerate one, but more than that, they'll get frustrated and click away (negatively affecting your bounce rate).
7. Optimise for Video Search
You probably don't need me to tell you that video content is booming, and Google frequently ranks videos highly in search results.
To capitalise on this growing trend:
Start a YouTube channel. Don't forget that Google owns YouTube, making it a powerful SEO tool but it's not alone. You can also use non-Google platforms like Vimeo, TikTok and DailyMotion.
Use video transcripts. Adding captions improves accessibility and keyword relevance.
Optimise video titles and descriptions. Use relevant keywords naturally (i.e. no clickbait).
8. Strengthen Local SEO
If you're a multi-national conglomerate heading for world domination then that's great, but for businesses serving a smaller, more specific location, local SEO is key. It's also something that's all too often overlooked.
Steps to improve local rankings:
Optimise Google Business Profile. Keep details updated and encourage customer reviews.
Use local keywords. Example: “best marketing consultant in London”
Get listed in local directories. Whichever directory you use, please ensure that your NAP (Name, Address, Phone Number) are consistent across all platforms.
9. Build High-Quality Backlinks
Backlinks from authoritative sources remain one of the strongest ranking signals with in SEO. A backlink is simply a hyperlink from a reputable website back to your own.
The more links you have, the more your website will be seen as a reputable source of information.
Whilst it's often easier said than done, you can earn high-quality backlinks by:
Guest posting on reputable sites / blogs with a link back to your own website.
Create shareable content like infographics and original research attract backlinks.
Engage in digital PR i.e. get you or your business mentioned for the right reasons in news articles and industry blogs.
10. Monitor Analytics & Adapt Strategies
Finally it's important to remember that SEO is not a set-it-and-forget-it strategy. It's an ever evolving 'science' and whilst you can have the most optimised website today, that won't be true next month without some work.
As Google (and other search engines) regularly tweak and update their search algorithm (sometimes between 500 and 600 times per year) to stay ahead, you must keep up-to-date with these changes.
Some changes will be minor, some more major, but all impactful to your website in some way, so review, test and adapt your website and its content accordingly to stay ahead.
Regularly reviewing your analytics to ensures ongoing success.
Use Google Search Console & Google Analytics to track performance. These are the most accessible (and free) but other tools like SEMRush and Ahrefs are also very useful.
Check keyword rankings to see what’s working. After any update, there will inevitably be changes so keep your eye on them, especially if it's been negatively impacted.
Adjust strategies based on data. If a page isn't ranking (or has gone down following an update), tweak the content, update any metadata or build more backlinks.
Conclusion
"Be very careful, then, how you live - not as unwise but as wise, making the most of every opportunity, because the days are evil." - Ephesians 5:15-16
Ranking higher in 2025 requires a mix of strong content, technical optimisation, user experience improvements and strategic SEO techniques. The same was also true in 2024, 2023, 2022, etc. You get the idea.
By focusing on search intent, E-E-A-T, the advancement of AI tools, increased use of voice search as the public gets more comfortable with it and the all-important Core Web Vitals, businesses can stay ahead of SEO trends and outperform your competition.
Stay updated with search engine changes (they really do impact your website), continuously refine your strategy and most importantly, prioritise your audience's needs. If they can't find you, they can't buy from you.
A user-first approach will always align with Google’s goals, helping your site rank higher and drive more organic traffic as we dive head-first into 2025 and beyond. Go smash it . #BelieveInSuccess
Thank you for taking the time to read my latest post. I do appreciate it and I'd love to know what you think. Are you prioritising SEO in 2025 as part of your business goals? What areas do you need to focus on? Which changes have you made that have had the biggest impact on your business? Let me know in the comments below.
If you would like to show your appreciation for the information in this post, you can also buy me a virtual coffee by clicking the button. It's a small thing that means a latte to me.
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