SEO has always been a passion of mine, and if there's one thing I've learned over the years, it's that change is the only constant. Every year brings new challenges and opportunities, and 2025 is no different. My current approach focuses on strategies that align with Google's expectations and provide users with genuine value. Let me walk you through the areas I'm prioritizing this year.
Creating Content With Purpose
Content has always been king, but the rules for creating it have evolved. Gone are the days when stuffing keywords and writing long-winded blogs worked wonders. Now, it's all about purposeful content that serves the user, solves problems, and delivers value.
For my websites and client campaigns, I focus on creating multi-functional content. Each piece starts as a blog post but doesn't end there. I repurpose it across various platforms, from YouTube to Instagram, ensuring consistent messaging everywhere. By doing this, I reach different audiences and establish my brands as trustworthy across multiple channels. And trust me, nothing resonates more than using your voice—whether through writing or video. People want authenticity, and showing your face on camera builds a connection that AI avatars cannot.
Refreshing Old Content
One of the biggest shifts in my strategy has been dedicating significant time to refreshing old content. For years, I focused solely on creating new content and stacking it higher. But now, I split my efforts—half goes into new content, while the other half revisits older pages.
I trim unnecessary fluff, update outdated information, and streamline everything for modern users. Attention spans are shorter than ever, so I cut straight to the point in my blogs. If a page isn't performing or its relevance has declined, I either revamp it or combine it with related content to form a more comprehensive resource. For instance, instead of letting an old blog like "Wedding Trends 2018" sit idle, I merge it into a broader post about "Wedding Trends Over the Years." This not only saves valuable SEO juice but also offers more value to readers.
Building Trust Through Expertise
Establishing expertise, authority, and trust (E-A-T) has always been fundamental, but Google's expectations have evolved. These days, I make sure every piece of content I create reflects my years of experience in the field. For example, when writing about SEO, I incorporate case studies, success stories, and clear examples of my work. It's not about saying, "I offer this service", but proving through content that I've successfully delivered results.
I also focus on weaving trust signals throughout my websites. Reviews, testimonials, and even social proof all play a part. If a potential client stumbles upon one of my blogs, they'll find embedded videos, detailed case studies, and proof of expertise—all signals that say, "I know what I'm doing, and I can help you too."
Leveraging User-Generated Content
One of the most effective strategies I've embraced is user-generated content (UGC). Whether it's a client testimonial, a product review, or a simple shout-out, UGC adds authenticity to my campaigns. Asking customers for video reviews works wonders. These don't have to be published on their social channels—they can send them to me. I repurpose these for social media or embed them in blog posts.
Encouraging UGC has become easier with the rise of influencer programs. Even platforms like Amazon reward users for posting video reviews. It's a win-win: users get a small incentive, and I gain powerful content that enhances trust and engagement.
Fine-Tuning Technical SEO
Technical SEO often feels like the unsung hero of this industry. One area I'm paying close attention to is index control. Not every page on a website deserves to be indexed, and leaving irrelevant or outdated pages live can hurt your overall authority. I regularly audit my websites and deindex pages that no longer serve a purpose. This includes transactional pages, paginated archives, or old posts with declining traffic.
Additionally, I monitor crawl reports to identify issues like "Crawled, Not Indexed" pages. If a page has stopped ranking despite multiple updates, I often redirect it to a newer, better-performing page. Sometimes, it's just easier to start fresh than try to salvage something that isn't working.
User Experience Is Everything
At the heart of every SEO strategy is the user. It's not just about creating content—it's about delivering a seamless experience. When someone lands on one of my pages, they shouldn't have to wade through blocks of text to find what they need. I make my content skimmable with headings, bullet points, and embedded videos.
One major focus is ensuring my pages load quickly and easily navigate. People are impatient, and they'll leave if they can't find what they need within seconds. By designing pages with user engagement in mind, I've noticed significant improvements in bounce rates and conversions.
The Role of AI in SEO
AI is reshaping how we approach SEO. With tools like ChatGPT and Claude, I can streamline tasks like creating skimmable content, analyzing sentiment, and even drafting video scripts. But here's the thing—AI is only as good as the input it receives. While it can help generate ideas, the real magic lies in the human touch. Combining AI's efficiency with my expertise allows me to create content that resonates on a deeper level.
AI also influences SERP changes. With more search engines offering AI-generated overviews, the click competition is fiercer than ever. I've learned to adapt by focusing on brand-building and creating content that feeds these algorithms while standing out to human users.
Adapting to Search Trends
The world of SEO is shifting toward a more user-centric approach. From Google prioritizing Core Web Vitals to the rise of conversational AI, staying ahead means constantly evolving. I've embraced first-party data, ensuring I can deliver personalized experiences even as privacy regulations tighten. Tools like Google Analytics and CRM platforms help me track user behaviour and refine my strategies.
Final Thoughts
At its core, SEO is about building a real, genuine brand. It's not about quick hacks or shortcuts—it's about proving your value to users and search engines. By creating purposeful content, leveraging trust signals, and focusing on user experience, I've built a strategy that works for my clients and my properties.
This year, I'm doubling down on what matters most: authenticity, trustworthiness, and value. These aren't just buzzwords—they're the foundation of lasting success in SEO.
