SEO in 2025

Tom Rawle shares the importance of creating content that AI can't create. Build relevant, informative, unique, authentic content for on-page and off-page SEO that can't be replicated.Talking points include:What kind of content can humans create that AI can’t?How do you create unique content?How do you create authentic content?What do you mean by creating off-page SEO that can’t be replicated?Will this strategy continue to work in the next couple of years?

Will Slater shares that it's essential to learn to write better content instead of relying on AI.Talking points include:Why shouldn’t AI be relied upon to write content?What content needs to be written by humans?What does good human-written content look like structurally and why is that different to AI?How do you compete with the volume that AI can produce?Will AI content not continue to get better?What role is good for AI?What does a good human / AI content workflow look like?What AI tools do you use at the moment?What will be the role of human produced content in the future?

James Hocking shares that all Generative AI tools rely on traditional search results to answer questions, and most (Google excluded) rely on Bing for web search.Discussion points include:Why do AI tools rely on Bing?What do we been to rank on Bing? What specifically do we need to do differently to rank in AI results?What information does Copilot, Chatgpt, and Perplexity take from Bing?How is this different from Google?Is this situation likely to remain the same for a while?What else are AI engines looking for?

In this episode Erin Simmons shares that in 2025, your best SEO edge is joining communities — they give you the real language of your audience for better content and earn you trust that fuels brand visibility across search and AI.Discussion points include:Why are communities so important?How do you know the right communities you should be interacting on?What’s a good way to interact and what’s a bad way to interact?Should you be trying to drive traffic back from communities?How do you measure the SEO success of interacting in communities?How does interacting on communities positively affect other online success?How are online communities evolving and what do we need to do to stay on top of things?Is AI impacting online communities?

In this episode Simone de Palma shares 3 key tips...1) Think like a Marketer and expand your SEO strategy across LLMs to chase visibility over clicks.2) Act like an Analyst and explore opportunities with the Google Merchant Centre.3) Use your technical skills to double down on structured data implementation

Greg Heilers shares that it's hard to imagine a future in which building a brand is a negative ROI activity.Talking points include:Why is building a brand so important for SEO in 2025?Why is this likely to be just as important in the future?In relation to SEO, what do you have to do to build a successful online brand?What are the specific SEO activities that contribute to brand success?How do you measure the impact of brand on SEO?How do you measure the ROI of these activities?How do you incorporate brand SEO into a marketing strategy?

Kerstin Reichert discusses the importance of the Yin and Yang of SEO - being human in an AI-driven world.Talking points include:How do you stay human in an AI-driven world?What do you mean by an AI-driven world?You recommend using AI to quickly scale - what does that look like?How do you use AI to enhance processes?How do you use AI to produce better insights?How do you use AI to remain competitive?How do you continue to show your human side, authenticity and expertise - and what good does this do?

Bruce Clay shares that SEO will be more important in the future: AI is an influencer, PR is vital, and conversion rate optimization going to be more integrated into the SEO effort.Discussion points include:Is SEO more important than it used to be?What do you mean when you say that AI is an influencer?When you say that PR is vital, how does PR fit into the SEO world and what aspects of PR are key for SEO?What does conversion rate optimization have to do with SEO?How do you measure the impact of conversion rate optimization on SEO?How do you plan an SEO strategy with so many considerations in mind?What will SEO look like in a year's time?

Gagan Ghotra shares that expertise combined with opinions of people is what matter.Discussion points include:How do you demonstrate expertise in content?Why are opinions of people important?How do you incorporate opinions in content?How do you measure the success of this strategy in search engines?How should this be incorporated into a content strategy?How do you measure the success of this strategy?How is AI impacting this strategy?

Vince Nero advises focusing on relevancy in 2025, meaning less outreach, fewer links, and less Content.Discussion points include:Why is less more?What do you mean by focusing on relevancy?Why less outreach?Why fewer links?Why less content?What does this mean for strategy?How do you track success?How do you persuade senior managers that less is more?

Jon Mest shares that there are proven ways to smartly rank better in the AI models.Talking points include:What does ranking better in AI models actually mean in practice?What measurable impact does this have?How do you measure leads from AI models?Is ChatGPT the best source of leads?How do you SEO for AI models?How is the space continuing to evolve?Read the full transcript of Jon's interview at: https://majestic.com/seo-in-2025/additional-insights/jon-mest

Petra Kis-Herczegh shares how you can learn anything through identifying your transferable skills.Talking points include:Why should you just keep on learning, no matter what you’re learning?How do you know what you are learning will be useful in the future?How do you know what to focus on?What skills tend to be transferable?How do you identify transferable skills?How do you stay motivated to keep on learning?How does mindset come into this?How do we continually adapt our approach to learning over time?How does this help us find another job?What if we’re recruiting? Should we be looking for continuous learning as an important skillset in someone that we’re interviewing?Read the full transcript of Petra's interview at: https://majestic.com/seo-in-2025/petra-kis-herczegh

Adelina Bordea shares that small changes can make a big impact.Talking points include:What are the small changes you are talking about?How do you know which small changes will have the biggest impact?How do you know what changes to make?How do you measure the impact these changes have?How do you work with other internal teams to get these changes done?What if it's likely to take a long time to get some basic changes done?You say it is important to have a roadmap - what do you mean by this and what does a roadmap look like?Read the full transcript of Adelina's interview at: https://majestic.com/seo-in-2025/adelina-bordea

Giulia Panozzo shares about the importance of investing in expanding your skillset.Talking points include:What is changing in SEO?What additional skills need to be learned?What soft skills need to be learned?What adjacent topics need to be learned?Where are some of the best places to learn?How often should you learn?How should you share what you learn in your own organisation?How can you be sure that you are using your time effectively and learning the right things?Read the full transcript of Giulia's interview at: https://majestic.com/seo-in-2025/giulia-panozzo

Emina Demiri-Watson shares that SEO is much more than it has ever been.Discussion points include:What are the key new trends of SEO to stay on top of?- Search has developed (strong performance of UGC platforms such as Reddit, AIO roll-out, development of Perspectives, recent core updates and emphasis on brand in search, TikTok as a search engine…). - User journey is not linear - finally it's dawning on companies!- Attribution is not really possible - particularly in the age of privacy! - One touch point is certainly not enough (no longer true even in ecommerce)How does an SEO stay on top of things without stretching themselves too thinly?Read the full transcript of Emina's interview at: https://majestic.com/seo-in-2025/emina-demiri-watson