When it comes to SEO, staying ahead of the curve is key for maintaining visibility, driving traffic, and growing your digital presence. In this episode of Modern Marketing Messages, we have two Americaneagle.com SEO experts, Matt Kirtley and Alex Krivanek, discussing the latest SEO trends. They highlight Google’s algorithm updates, the integration of AI, and strategies for building trust and authority. Whether you're navigating new SERP features, tackling zero-click searches, or leveraging AI for optimization, they offer actionable strategies to help businesses thrive in an unpredictable digital environment.
For captions, click "CC" within the video player. To read the transcript of this episode, click the transcript link within the description of the video on YouTube.
Key SEO Trends
Google Algorithm Updates
Last year brought significant shifts to how Google evaluates and ranks websites. A key update was the combination of core updates with spam updates, creating a more comprehensive approach to rewarding quality content while penalizing manipulative tactics. This year’s updates emphasize human-focused content – prioritizing user experience and deterring attempts to “game the system” with tricks or shortcuts.
The role of AI-generated content also evolved. While AI can be a powerful tool, Google has penalized websites relying on poor-quality, AI-driven content that lacks originality or value. Sites that use AI strategically to enhance human-written content, however, continue to thrive. The focus remains on providing helpful, authentic, and engaging content that resonates with real users.
Google’s E-E-A-T Framework
Google’s E-E-A-T framework – expertise, experience, authoritativeness, and trustworthiness – has become a cornerstone for SEO success. This benchmark helps Google evaluate the quality and reliability of content, especially for Your Money, Your Life (YMYL) industries like healthcare, finance, and legal services.
- Experience: Demonstrating firsthand knowledge through detailed, real-life insights. For example, travel blogs that share personal itineraries with recommendations.
- Expertise: Content created by qualified professionals in their field. A surgeon writing about medical procedures adds credibility compared to generic health blogs.
- Authoritativeness: Building trust through external validation, such as awards, media features, or affiliations with reputable organizations. Highlighting these achievements reinforces authority.
- Trustworthiness: Providing accurate, well-researched information supported by data, case studies, and reliable sources ensures both Google and users trust your content.
Mastering E-E-A-T is crucial for ranking well in competitive search environments and fostering long-term trust with your audience.
Actionable SEO Strategies
Content Optimization
When it comes to SEO, quality always trumps quantity. Producing high-value, authoritative content that resonates with users can significantly improve rankings and engagement.
Take the case of one of our consumer-packaged goods clients, a client that launched 30 blogs over 16 months. By focusing on creating thoughtful, relevant content, the brand saw substantial growth in impressions and user engagement. This highlights the importance of consistent, quality-driven content strategies.
Another effective strategy is leveraging “date bumps,” or refreshing old content with updated information and publishing dates. For example, one client’s refreshed blog post doubled clicks and tripled impressions in just one month. Keeping content timely signals relevance to Google and improves search visibility.
Adapting to SERP Changes
The search engine results page (SERP) landscape is constantly evolving. Today’s SERPs include features like position zero, featured snippets, local packs, and even AI-generated answers. These elements can push organic rankings further down the page, reducing visibility and click-through rates.
To stay competitive, tailor your content to align with SERP layouts. For instance:
- Target high-value queries that align with featured snippets or local pack opportunities.
- Format content with headings, bullet points, and structured data to optimize for position zero visibility.
- Develop video or image content if SERPs display rich media for your target keywords.
Addressing Zero-Click Searches
The rise of zero-click searches, where users find answers directly on the SERP without visiting a website, poses challenges for click-through rates. To address this, focus on strategies that still drive traffic despite zero-click trends:
- Optimize FAQ pages to answer high-intent queries and attract clicks from SERP snippets.
- Implement structured data to enhance your site’s visibility in rich results, such as knowledge panels or product details.
By adapting your strategies to these trends, you can remain visible, competitive, and relevant, even in a challenging SEO landscape.
The Role of AI in SEO
Google’s AI Tools
AI continues to reshape the SEO landscape, with Google leading the way through tools like Gemini, its advanced AI-powered platform. Formerly referred to as Bard, Gemini integrates seamlessly into search, delivering natural language responses that mimic human interaction.
- AI-Generated Snippets and Responses: AI has taken over roles traditionally filled by featured snippets. Instead of quoting a specific site, Google’s AI generates detailed, conversational responses that address user queries directly. While this adds convenience for users, it also alters how businesses compete for visibility in search results.
- Changing SERP Dynamics: AI-powered results often occupy prominent positions in search engine results pages (SERPs), alongside traditional snippets, local packs, and knowledge panels. This shift requires businesses to adapt their strategies to remain competitive.
Using AI for SEO
AI is not only reshaping search but also becoming a valuable tool for improving SEO workflows and efficiency.
- Automating Key Tasks: AI can automate time-consuming processes like keyword research, competitive analysis, and schema generation. For instance, instead of manually generating schema markup, AI tools can produce structured data that improves search visibility.
- Case Study: Schema Generation: By leveraging AI, businesses can quickly create accurate schema markup, such as organization or product schemas. This boosts content discoverability in SERPs and enhances user experience. However, quality assurance (QA) is crucial. One real-world example revealed AI inventing a company slogan when none existed, highlighting the need for careful review.
- Caution Against Inaccuracies: While AI excels at processing data, it lacks contextual understanding. Errors or fabricated information can harm your SEO efforts. Always review AI-generated content or code to ensure it aligns with your brand and objectives.
By integrating AI thoughtfully and maintaining rigorous oversight, businesses can unlock powerful opportunities to enhance their SEO strategies while minimizing risks.
Building a Strong Online Presence
Enhancing Brand Authority
A robust online presence begins with showcasing your expertise and trustworthiness on your own website. Key strategies include:
- Optimizing “About Us” and Author Pages: Ensure these pages highlight your credentials, awards, and achievements. For smaller or emerging businesses, these pages are critical for building trust, especially when competing with established brands. Use internal links to connect these pages to your content, reinforcing authority.
- Content That Builds Trust: Focus on creating well-researched, high-quality content authored by recognized experts in your industry. Incorporate bios, certifications, or media appearances to showcase credibility.
By reinforcing authority and trust within your own site, you build the foundation for broader recognition.
Expanding Beyond Your Website
A strong online presence extends well beyond your domain. Holistic marketing strategies are essential to gaining visibility and credibility across the web:
- Gaining Backlinks: Secure links from authoritative sites to enhance your domain’s credibility. Focus on partnerships, guest blogging, and creating shareable content.
- Engaging with Influencers: Collaborate with influencers in your industry to amplify your message. Their endorsements lend social proof and increase visibility.
- Increasing Brand Mentions: Aim to appear in articles, reviews, and discussions across platforms. Regularly update your content and engage in PR efforts to encourage organic mentions of your brand.
By adopting a comprehensive approach to online presence, you create a ripple effect that not only boosts your SEO but also fosters trust and recognition among your target audience.
The Future of SEO in 2025
Predictions for AI Integration
AI will play an increasingly significant role in shaping the search experience. The rise of AI-driven SERPs and zero-click searches, where users find answers directly within the search results, will challenge businesses to rethink their SEO strategies. As Google refines tools like Gemini and expands AI-generated snippets, brands must adapt by focusing on:
- Enhanced Content Formats: Providing structured data, FAQs, and media-rich content to appear in AI-generated results.
- User-Centric Experiences: Tailoring content to meet the evolving expectations of users, ensuring relevance and engagement.
Adaptability will be vital as user behaviors and search algorithms continue to evolve rapidly. Businesses that remain agile in their SEO efforts will be best positioned to thrive in this AI-driven landscape.
Preparing for Evolving Trends
Staying ahead in SEO will require strategic foresight and integration with broader marketing goals. Key focus areas include:
- Leveraging Data for Strategic Decisions: Use analytics tools to uncover trends, track performance, and make data-driven improvements to your content and SEO strategies.
- Integrating SEO with Marketing Goals: Align SEO efforts with overall business objectives, ensuring campaigns support brand authority, customer engagement, and lead generation across all channels.
By proactively embracing these strategies, businesses can navigate the challenges of 2025 and turn emerging trends into opportunities for growth.
Partner with a Search Engine Services Expert
Successful SEO requires a proactive and informed approach. To stay competitive, follow these best practices:
- Embrace the E-E-A-T Model: Focus on creating content that reflects expertise, experience, authoritativeness, and trustworthiness. These qualities are essential to meeting Google’s high standards and engaging users effectively.
- Leverage AI Tools with Oversight: While AI can automate tasks like keyword research and schema generation, maintaining human oversight ensures accuracy and reliability in your SEO efforts.
- Stay Agile: Adapt quickly to Google’s algorithm updates, shifting SERP features, and the rise of AI-driven search to maintain visibility and drive results.
Ready to optimize your SEO strategy and unlock your website’s potential? Contact Americaneagle.com today for expert website and SEO services tailored to meet your business’s needs.
Listen to Modern Marketing Messages Today!
Start listening to MMM on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts.
Connect with:
- Modern Marketing Messages: Americaneagle.com // Twitter // Instagram // Facebook // YouTube
- Taylor Karg: LinkedIn
- Alex Krivanek: LinkedIn
- Matt Kirtley: LinkedIn
- Resources: Americaneagle.com Search Engine Optimization Services
Brought to you by Americaneagle.com, a digital marketing and web design company, Modern Marketing Messages discusses the latest and greatest in both online and offline marketing tactics, strategies, and trends. We take a deep dive into anything and everything marketing, speaking to the best and brightest minds in technology and marketing. Episodes will cover different areas of focus, from advanced SEO to paid search, personalization to influencer marketing, and everything in between.
Follow now.