Over my 20,000 hours working on SEO for various client campaigns and my websites, I've developed a deep understanding of what works and what doesn't in the ever-evolving world of search engine optimisation. With 800+ domains under my management, I'm constantly refining my approach to ensure my websites rank as highly. As we enter 2025, these are the key areas I'm focusing on regarding SEO.
User Engagement and Satisfaction Metrics: The Key to Ranking
One of the most crucial elements of SEO that I concentrate on is user engagement. If users aren't interacting with my site meaningfully, it doesn't matter how optimised it is; the rankings won't follow. Google and other search engines have been tracking user behaviour for years, and they use this data to gauge whether a website delivers the kind of experience users want. This can include everything from submitting a contact form to watching a video. The better the engagement, the better the results. A key factor is ensuring that the content meets the user's intent, whether they are looking for information or ready to purchase. I've found that having content that aligns perfectly with user expectations leads to better dwell time and engagement scores—two metrics that Google watches closely.
Why Traffic Diversity Is Crucial for SEO
Another area that continues to prove vital is traffic diversity. I've learned over the years that relying solely on Google for traffic is not enough. Diversifying traffic sources helps to establish a more organic presence online, and Google rewards websites that receive traffic from multiple sources, whether it's Facebook, Instagram, YouTube, or other platforms. This not only helps build trust but also ensures that a website is reaching audiences in various ways. I push my clients to diversify their content across platforms, creating bite-sized videos for TikTok or Instagram, and turning them into longer-form content for YouTube or blog posts. This multi-platform approach helps break free from the "sandbox period," where Google tests a new website for trustworthiness, and accelerates the site's authority.
Building Topical Authority: Proving Your Expertise
Closely related to this is the concept of topical authority. I've always emphasised the importance of proving a website's expertise in a particular field. It's no longer enough to put generic articles on a topic and hope for the best. Google now looks for deep, high-quality content that demonstrates real expertise. I focus on creating content that provides true value to readers. This could mean conducting unique studies or sharing first-hand experiences. The more in-depth and tailored the content is to a specific niche, the better the chance that the website will be seen as an authority on the subject. For example, if I'm working with a client in the trades industry, I might focus on creating a single, comprehensive guide on a specific service—say, tree stump removal—that answers all the questions a user could have. When done right, this long-form content positions a site as a trusted resource in that niche.
The Importance of Content Depth for SEO
Content depth goes hand-in-hand with topical authority. I've found that the websites that consistently rank well are the ones that produce comprehensive, well-researched, and detailed content. My content must also meet that standard if the top-ranking pages are 10,000 words long. However, it's not just about length—it's about being concise and on-point. I avoid unnecessary fluff and ensure that each section of the content serves a purpose. Google doesn't reward repetition or vague content; it rewards relevance and depth. This approach not only improves rankings but also enhances the overall user experience.
Backlinks: The Lifeblood of SEO Trust
While content quality and engagement are critical, I still significantly emphasise backlinks. No matter how much Google evolves, backlinks remain one of the most reliable signals of trust and authority. Quality backlinks from high-authority sites act like a vote of confidence in the content. I consistently invest in building a strong backlink profile by leveraging guest posts, niche edits, and PR links, ensuring that my websites are seen as trusted sources in their industries. These links help to boost authority and drive traffic to the site, which, in turn, improves search rankings.
Brand Search Volume and Its Impact on Rankings
Brand search volume is another crucial factor that I focus on. It's a little harder to measure, but if a brand is frequently searched, it signals to Google that it is trustworthy and relevant. I've seen how important it is to create valuable, shareable content that encourages people to look up your brand name specifically. Whether through videos, blogs, or social media posts, if people search for your brand by name, it indicates a higher level of trust. Increasing brand searches can lead to better rankings and more organic visibility, and that's a direct result of consistently providing valuable content to users.
The Technical Side of SEO: Crawlability and Mobile Responsiveness
Lastly, while these elements are key to SEO success, the technical SEO foundation cannot be overlooked. No matter how great the content is, it will struggle to rank if the website isn't fast, mobile-friendly, or easy for Google to crawl. I ensure that my sites are fully optimised from a technical standpoint, ensuring a seamless user experience. This includes ensuring that pages load quickly, the site is mobile-responsive, and the content is easily skimmable. These factors may seem small, but they play a big role in how users and search engines perceive the site.
Key Takeaway
As SEO continues to evolve, it's essential to focus on the fundamentals—user engagement, content quality, backlinks, and technical optimisation—while adapting to new trends like traffic diversification and brand search volume. In 2025, SEO isn't just about ranking high; it's about delivering real value to users across multiple platforms, establishing authority in a given niche, and building trust with users and search engines. By focusing on these key areas, I drive results for my clients and personal projects, always staying ahead of the curve in the ever-changing SEO landscape.
