What’s New in SEO (and Why It’s Not Just About Keywords Anymore)
- brogejones
- Jul 7
- 2 min read
Updated: Jul 21
Gone are the days when SEO was just about stuffing keywords into blog posts and praying Google would notice. In 2025, the way people search — and how search engines respond — has changed. And for small business owners? That means your old SEO checklist just won’t cut it.
Search is smarter. It’s more human. And it’s powered by AI.
Here’s what you need to know to stay visible, relevant, and ahead of the curve.
The Rise of AI Search (And What It Means for Your Website)
With the rise of AI tools like ChatGPT, Google’s AI Overviews, and platforms like Perplexity, search isn’t just keyword-matching anymore. People are using full questions, conversational phrases, and expecting immediate, clear answers.
What this means:
Your content needs to answer real questions — fast.
Pages that clearly explain, solve, or guide will win.
Keyword intent > keyword density aka think: “How do I choose the best email marketing platform for a small business?” over "email marketing tools UK."
Helpful Content Is Still King
Google’s Helpful Content updates mean surface-level blogs won’t cut it. Your content has to:
Be genuinely useful
Reflect real expertise
Match what your audience is actually searching for
The best performing websites in 2025 are:
Answering FAQs clearly
Using conversational, human-first language
Writing for people first, search engines second
Local & Voice Search Are Growing
More people are searching by voice, on mobile, and looking for local options.
What you can do:
Optimise your Google Business Profile
Add conversational FAQs to your site
Include location-based keywords naturally (e.g. “copywriting for wellness brands in Manchester”)
What to Focus on in 2025 (If You’re Not an SEO Expert)
If you’re running a small business, here’s your 3-step SEO starter kit:
Make sure your site loads fast and works on mobile.
Write helpful content that answers real questions.
Use clear headlines, subheadings and natural keywords.
Want help reviewing your SEO? Contact us and we'll me "SEO CHECK" and I’ll send you 2 easy wins to improve your visibility.
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