The SEO Playbook for 2025

Written By Cara Johnson
 

The first question I get from clients is: what should we tackle first? With AI reshaping search and SEO rapidly evolving, it can be tricky to determine what to tackle first. Many say that SEO takes time, however, if you prioritize certain aspects of SEO you can achieve faster results. I have had repeated success with breaking tasks into short- and long-term wins, focusing on AI-driven search, content optimization, and data insights. Here are the steps you need to take to ensure your SEO will be successful in 2025.

Fast SEO Wins (Short-term strategy)

1. Optimize Content for AI-Generated Search (SGE & Zero-Click Searches)

  • Structure content in a way that mimics natural language and user intent.

  • Answer Key Questions Directly: Use clear, structured answers to rank in AI-powered summaries.

  • Featured Snippets & FAQs: Format content with lists, tables, and concise answers.

  • Schema Markup: Implement FAQ, How-To, and Organization schema to improve visibility.

2. Improve Core Web Vitals & UX 

  • Fix Page Speed Issues: Compress images, enable caching, and optimize code.

  • Enhance Mobile Usability: Ensure mobile-friendly layouts with clear navigation.

  • Reduce Bounce Rate: Improve on-page engagement with clear CTAs and valuable content.

  • Image Optimization for Speed & Search

  • Compress images using WebP or AVIF formats.

  • Add descriptive, keyword-rich alt text for accessibility & SEO.

  • Use structured filenames (e.g., ai-seo-strategy-2025.webp instead of IMG_1234.jpg).

3. Metadata & On-Page SEO

  • Title Tags: Optimize with primary keywords while keeping them engaging (under 60 characters).

  • Meta Descriptions: Write compelling, click-worthy summaries (120-160 characters) that encourage clicks.

  • Header Tags (H1, H2, H3): Structure content properly for readability and search engines.

4. Optimize Existing High-Performing Pages

  • Update & Expand Content: Refresh pages with current data, trends, and AI-driven keywords.

  • Internal Linking Strategy: Strengthen link structures for better crawlability and rankings.

  • CTR Optimization: Improve title tags and meta descriptions for higher click-through rates.

5. Local & Social SEO

  • Google Business Profile Updates: Ensure NAP consistency (Name, Address, Phone).

  • Local Citations & Reviews: Generate fresh, keyword-rich reviews for local SEO impact.

  • Optimize Social Media Profiles for Search: Use keyword-rich descriptions on LinkedIn, YouTube, and TikTok.

Frequently Asked Questions:
Should I use AI to write my SEO content?

A/B test, optimize and see what works for your site. For some industries, it’s not a good strategy. We test so we don’t get upset.

Should I use an agency for my SEO?

Once you have a good understanding of where your weaknesses are, then you can determine what you want to handle in-house and what makes sense. I help clients determine their best course of action. Most agencies will give you a free look to determine how they can help you and always ask what their specialty is. Some agencies are more focused on content than they are on technical SEO.

Should I use Tools like SurferSEO and Clearscope to help fine-tune content based on AI-driven search patterns?

The more tools and insights the better. Do a short trial period to determine if it works for you.

What about the FAFO philosophy?

I wouldn’t. Use all the tools like SEMRush and Ahref’s, Rank Math to analyze your data to determine what’s performing well and what could be optimized, and then use other tools and A/B testing to evolve your SEO strategy continuously.

LONG - TERM

1. Build Topical Authority & E-E-A-T (Experience, Expertise, Authority, Trust)

  • Content Hubs & Clusters: Develop pillar pages with supporting articles to dominate niche topics.

  • Expert-Driven Content: Showcase insights from industry leaders, case studies, and original research.

  • Backlink Acquisition: Earn high-quality backlinks through guest posting, PR, and partnerships.

2. AI-Optimized Content & User Intent Mastery

  • Conversational & Contextual SEO: Optimize for AI-driven queries, voice search, and natural language processing.

  • Diversify with blogs, videos, podcasts, and interactive tools to rank across different search formats.

3. Future-Proof Technical SEO & Site Architecture

  • Structured Data & Semantic SEO: Use advanced schema markup to improve search visibility.

  • Site Performance & Scalability: Invest in fast, secure, and mobile-first website architecture.

  • Crawl Budget Optimization: Ensure proper indexing and prioritization of valuable pages.

4. AI-Driven Search & Multichannel SEO

  • Optimize for Google SGE & AI Summaries: Format content for AI-generated search experiences.

  • Leverage Video & Social Search: Optimize YouTube, TikTok, and LinkedIn for search-driven visibility.

  • Voice & Image Search Readiness: Ensure content is structured for voice assistants and visual search.

5. Sustainable Link Building & Brand Presence

  • Earn, Don’t Buy Links: Focus on PR, collaborations, and thought leadership for organic backlink growth.

  • Community & Engagement: Build an audience through LinkedIn, industry forums, and webinars.

  • Long-Term Content Repurposing: Refresh and repurpose content into different formats for ongoing relevance.

Final thought:

SEO is evolving fast, and staying ahead means constant optimization. Always be testing, refining, and—most importantly—adapting to the changing landscape.

Need help figuring out where to start or need a review of your SEO? Click the ‘Let’s Chat’ above to schedule a conversation.


 
Cara Johnson
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