3 Essential SEO Tips for 2025 

Everyone still wants to know how to get their website to the top of Google. The difference in 2025? The search engines themselves have evolved. With AI overviews, it seems search engines are keeping you on their platforms rather than linking out to sites. Fortunately, there are ways to ensure that when users do want to click through, your pages top the list.  

Below are three updated SEO tips to keep your website relevant and discoverable in today’s search environment. 

1. Put User-Focused E-E-A-T Into Practice 

Google now evaluates content quality with E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This is foundational to their current methods and will impact how discoverable your site is. 

Here’s how to get started: 

• Show experience: Don’t just explain what something is, show how you’ve done it. Include real examples, case studies, or insights from your own work. 
• Prove expertise: Content authored by specialists, with bylines, bios, and credentials, builds authority signals. 
• Signal trust: Transparent sourcing, reviews, and even small elements like HTTPS security all contribute. 
• Write for users first: Forget keyword stuffing. Every sentence should solve a problem or answer a real question your customer has. 

Search engines reward pages that feel human, credible, and useful because that’s what users reward with clicks and engagement. 

2. Build a Semantic Keyword Strategy 

We’re in the semantic search age. Algorithms don’t match exact keywords to on-page density anymore. Instead, machine learning has helped them “understand” meaning, relationships, and intent. 

• Think in topics, not just keywords: Instead of targeting “best plumber Calgary,” create content that naturally addresses water heater issues, leak prevention, emergency repairs, and customer service, all under the same semantic umbrella. 
• Use clusters and context: Google’s systems connect your pages like a knowledge graph. Build internal links between related content, so your site signals depth of knowledge. 
• Answer intent, not just queries: Users may search “why is my water pressure low” or “shower trickle fix”. The engine understands both relate to plumbing repair. Create content that covers these intent variations without forcing the phrasing and target different stages of the buyer funnel.  

In short: optimize for meaning, not a group of words. 

3. Structure for GenAI Retrieval 

Search isn’t centred around Google’s results page anymore. Increasingly, content is being surfaced inside AI Overviews, chatbots, and generative AI retrieval systems. If your content isn’t structured properly, it won’t be pulled into these GenAI answers. 

These are a few best practices for AI optimization (AIO): 

• Use clear headings and schema: Organize content with H2s/H3s, lists, and structured data so AI can parse it cleanly. 
• Chunk information: Break up content into bite-sized, self-contained sections that can be quoted or retrieved out of context. 
• Think “answer first”: Place the solution or definition at the top of each section, then expand. This increases your chances of being the snippet AI tools lift. 
• Metadata matters again: Titles, alt tags, and schema markup all feed into machine understanding, don’t skip them. 

In general, these guidelines don’t differ much from traditional SEO. Therefore, by continuing to design your pages to be easily scanned by both humans and machines, you’re ensuring content stays relevant.  

Work With Expert Strategists to Dive Deeper 

While this list isn’t exhaustive, these three areas, E-E-A-T content, semantic keyword strategy, and GenAI-ready structure, form a rudimentary foundation of SEO in 2025. If you’re ready to adapt your site to the new search landscape even more effectively, our team can help. 

Contact one of our experts today, and let’s build your search advantage together.