SEO in 2025: How to Optimise Your Website for Google's Ever-Changing Algorithm

Search engine optimisation (SEO) is constantly evolving, & 2025 is no exception.

With Google’s AI-driven updates, changing user behaviours, & new technologies shaping search results, staying ahead requires a strategic approach.

Whether you are using Shopify, Squarespace, or WordPress, optimising your website for Google's algorithm is essential for visibility & growth.

This guide will cover:

• The latest SEO trends & what is working in 2025

• How AI & machine learning impact search rankings

• Best practices for site speed, mobile optimisation, & user experience

• Actionable steps to optimise Shopify, Squarespace, or WordPress for SEO

The Latest SEO Trends in 2025

The following trends are shaping SEO this year:

• AI-Driven Search Results – Google’s AI-powered ranking system (such as Search Generative Experience - SGE) prioritises natural, conversational content over keyword stuffing. Sites that provide helpful, user-focused answers rank higher.

• Growth of Voice and Visual Search – More users are searching using voice assistants (such as Siri, Alexa, & Google Assistant) & image searches. Websites optimised for conversational keywords & high-quality images see more traffic.

• EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) – Google favours content created by real experts. Adding author bios, credentials, & real-world experience to content improves rankings.

• Mobile-First & Core Web Vitals Still Matter – Google prioritises mobile-friendly sites with fast loading times & a good user experience (UX). Sites that fail Core Web Vitals metrics drop in rankings.

• Google’s Zero-Click Searches – More searches are answered directly on Google (featured snippets, knowledge panels). To get traffic, websites need to optimise for featured snippets and offer quick, valuable answers.

How AI & Machine Learning Impact SEO in 2025

AI plays a major role in search rankings. The key areas of impact include:

H1: Google's AI (SGE) Analyses Intent

• Websites that match search intent rather than just keywords rank higher.

• AI-driven search favours conversational, user-focused content.

H2: Content Quality Matters More Than Ever

• AI detects low-quality, repetitive, or spammy content & penalises it.

• Google rewards detailed, authentic, & human-edited content.

H3: Personalisation is Increasing

• Google customises search results based on user history, location, & behaviour.

• Businesses need to optimise for local & personalised search queries.

H4: AI-Generated Content Requires a Human Touch

• AI-written blogs are common, but human-edited content ranks higher.

• Adding personal experiences, expert insights, & real-world examples improves credibility.

Key Actions:

• Write for humans first, SEO second.

• Use clear, structured headings (H1, H2, H3, etc.) for readability.

• Keep content engaging, detailed, & backed by real expertise.

Best Practices: Mobile Optimisation & UX

Mobile Optimisation

With mobile-first indexing, Google ranks the mobile version of a site first.

How to Optimise:

• Use responsive design so the site adapts to all screen sizes.

• Test using Google’s Mobile-Friendly Test.

• Ensure easy navigation & tap-friendly buttons.

User Experience (UX) Matters More Than Ever

Google rewards sites with low bounce rates and high engagement.

How to Improve UX:

• Clear, simple navigation

• Fast-loading pages

• Readable fonts & good contrast

• Interactive, engaging content (videos, infographics, FAQs)

Actionable SEO Tips for Shopify, Squarespace, & WordPress

Shopify SEO Tips

• Install SEO-friendly themes & remove unnecessary code.

• Optimise product descriptions with long-tail keywords.

• Use Shopify's built-in SEO tools to add metadata.

• Implement structured headings (H1, H2, etc.) for better readability.

• Speed up the store with compressed images and caching apps.

Squarespace SEO Tips

• Customise page titles, descriptions, & URLs for each page.

• Use Squarespace’s built-in SEO checklist.

• Optimise images for fast loading.

• Add alt text to all images for accessibility & SEO.

• Create an SEO-friendly blog to drive traffic.

WordPress SEO Tips

• Install Yoast SEO or RankMath for easy optimisations.

• Use fast-loading themes (such as Astra or GeneratePress).

• Optimise images with Smush or ShortPixel plugins.

• Use internal linking to keep users on-site longer.

• Implement Google Site Kit for search insights.

Final Thoughts: Stay Ahead in 2025 SEO

SEO is no longer just about keywords and backlinks. It is about user experience, AI-friendly content, & site performance. Whether you are on Shopify, Squarespace, or WordPress, these strategies will help you rank higher & drive more traffic in 2025.

Quick SEO Checklist for 2025:

1. AI-friendly, helpful content

2. Optimised for voice & visual search

3. Fast-loading, mobile-friendly site

4. Structured headings (H1, H2, etc.) for readability

5. Strong EEAT signals (expertise & trust)

Are you facing SEO challenges in 2025? Please get in touch below for a complimentary chat.