The way people are looking for information, solutions and inspiration is changing faster than we can keep up. Meanwhile, these 5 tips will help your company stay relevant and competitive.
1. The intention of the search is essential
O Google prioritizes content that directly addresses user intent be it:
- Informative
- Navigational
- Commercial
- Transactional
Example: page no. 1 for "Black sneakers 44" is totally CommercialThe tool understands that the intention is in fact a purchase.
What to do?
Analyze the SERPs (organic search results) to understand the intention behind the keywords and create content that solves the specific need.
2. AI for quality content
Brands that use AI to create valuable, not just voluminous, content stand out. AI helps personalize and optimize, but the focus should be on depth and relevance.
What to do?
Use AI tools for insights, but prioritize unique and detailed content.
3. User behavior as a ranking factor
Google uses data from thousands of searches to evaluate which results are useful, based on clicks and dwell time.
What to do?
Optimize for engagement with attractive titles, short URLs and content that keeps the user on the page.
4. Brand mentions gain relevance
Mentions without links, especially on trusted sites, signal authority to Google. Example: a quote in the Seattle Times increases reputation, even without a link.
What to do?
Seek partnerships and citations in high-authority publications. Invest in building links and in Press Office.
5. SEO is still fundamental
Despite the drop in organic CTR and the increase in voice and AI searches, SEO remains vital for online visibility, especially for companies.
What to do?
Invest in long-term strategiessuch as
- Evergreen content
- Technical optimization (speed, mobile, schema markup)
- Link building
- High-quality content
- Multi-format content
- User experience on the website, blog and online store
- Updating old content
- International SEO
Conclusion
In 2025, SEO requires focus on search intent, content quality via AI, user engagement, building authority e technical optimization. Brands that adapt to these trends will have a competitive advantage.
If you need more details or want me to go into more detail, just ask!
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Source: Backlinko
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