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2025 SEO Movement

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    As we step into 2025, I've been reflecting on the shifts in SEO and how they've impacted how I rank websites. Over the years, I've spent countless hours building and optimizing sites, running campaigns, and adapting to changes. This year is no different—new algorithm updates, new challenges, and a mix of new opportunities. Let me share what's been working for me and my team as we navigate these changes.

    My Approach to Local SEO

    I've always loved ranking local websites. It feels personal to me, especially since I started in Melbourne's Bayside, where I grew up. My journey began with helping friends and family build websites. Naturally, they asked the next question: "What do we do now?" That curiosity drove me to figure out how Google makes decisions. Over the years, I've refined that understanding by experimenting with about 800 of my domains—test sites, lead-generation sites, or just playgrounds for SEO strategies.

    These test sites allow me to experiment with what works and what doesn't. When I find a winning strategy, I roll it out for client campaigns. My secret sauce is testing at scale before applying it to businesses that count on results.

    The AI Revolution: Challenges and Opportunities

    AI has completely reshaped the digital marketing in just a few short years. One of the most significant disruptions is the rise of AI overviews in search results. AI is now summarizing answers directly in the search engine, pulling snippets from high-quality content and reducing the need for users to visit the actual websites.

    Here's the thing: I've spent years creating top-tier articles that dominate niches. Imagine crafting a detailed guide on choosing a wedding dress—something thoroughly researched, with expert citations and a ton of value. That article would have driven significant traffic a few years ago. Today, AI overviews often answer the query in the search results, leaving my article with fewer clicks.

    While this isn't a massive issue for local campaigns—where traffic quality matters more than volume—it's a real concern for affiliate marketers or those relying on high traffic numbers for revenue. It's forced us to think differently about content creation and how we approach building authority.

    The Importance of Cleaning Up Your Site

    Over the years, Google has become much smarter about evaluating content. Strategies that used to work—like writing 10 variations of the same article—are now outdated. I've had to rethink how I approach content on my sites, and it's been a game-changer.

    The first step was auditing my websites. I grouped URLs to determine whether they were indexed or getting traffic. Any outdated or redundant articles were consolidated into comprehensive, high-value pieces. This improved the user experience and made my sites leaner and more focused.

    For example, instead of having multiple articles like "How to Choose a Wedding Dress" and "How to Choose a Wedding Dress for Plus-Size Women," I combined them into a single, more authoritative guide. Google appreciates this approach because it aligns with its emphasis on quality over quantity. By doing this, I saw improved local rankings, even if overall traffic numbers dipped slightly.

    Building Trust Through Content

    One thing hasn't changed: Google still values trust and authority. Even if AI overviews reduce direct traffic, high-quality content is essential to building credibility with search engines. When sites consistently publish valuable content, Google starts to view them as authoritative, which helps rankings across the board.

    This is especially important for local businesses. Even if a guide on "How to Remove a Stump" doesn't bring in local leads, it signals to Google that the business is an expert in its field. That trust boosts rankings for the terms that matter—like "tree removal services in Melbourne."

    Adapting to the New Era of Affiliate Marketing

    Affiliate marketing has suffered in recent years, especially with AI overviews cutting out referral sites. Gone are the days when ranking a "Top 10" article was an easy win. Now, the focus has to shift toward creating truly unique content that adds value in ways AI can't replicate. For some, this means leveraging platforms like YouTube or social media to build trust and authority directly with audiences.

    For me, it's about staying adaptable. The core principles of SEO haven't changed: quality content, strong user experience, and a focus on the right keywords. However, how we execute those principles has shifted in a world where AI plays a bigger role.

    What's Next for SEO in 2025

    Looking ahead, I'm focusing on three key strategies:

    1. Content Consolidation: Streamlining sites to focus on fewer, high-quality pages has been incredibly effective. It's better to have one great guide than ten mediocre ones.
    2. User Intent: Understanding why someone is searching and tailoring content to meet that intent is more important than ever.
    3. Trust Signals: Whether through long-form guides, detailed case studies, or consistent blogging, building trust with Google remains at the heart of everything I do.

    Final Thoughts

    SEO in 2025 is about evolution. It's about cleaning up the clutter, focusing on what matters, and adapting to new challenges like AI overviews. It's been a year of learning, testing, and refining. The game constantly changes, but the goal remains: helping businesses grow through better visibility and smarter strategies.

    If there's one takeaway, it's this: don't fear the changes. Embrace them, adapt, and keep pushing forward. That's how we win in this ever-changing landscape.

    Eugene Mitnovetski is a digital marketing expert with 20,000+ hours of experience in SEO, PPC, social media, and website development. He has helped hundreds of businesses boost online visibility, increase conversions, and reduce ad costs.

    Recognised by industry leaders, Eugene shares insights through forums, consultations, and marketing conferences. His strategies align with Google’s E-E-A-T guidelines, focusing on ethical, data-driven, and long-term growth.

    Whether you need better search rankings, higher engagement, or more conversions, Eugene’s expertise drives real business success.

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