1️⃣ On-Page SEO Essentials: The Basics Still Matter

The core principles of SEO haven’t changed—Google still rewards websites that are well-structured, user-friendly, and provide valuable content. Here’s how to optimise your website in 2025:

✅ Metas & Headings – Your title tags and meta descriptions should be click-worthy and contain your main keyword naturally. Headings (H1, H2, H3) should structure content logically and contain secondary keywords throughout the page.

✅ Semantic SEO & Keyword Intent – Google now understands context rather than just keywords. Instead of stuffing “best lawyers melbourne” into every paragraph, write naturally around the topic.

✅ Internal Linking – Linking to other relevant pages on your site helps users navigate and signals importance to Google. Example: A blog post on “Best Lawyers in Melbourne” should link to a Melbourne page for legal services.

✅ Content Depth & User Engagement – Long-form content (1,500+ words) tends to perform well when it answers multiple related queries. Engaging content keeps users on your site longer, reducing bounce rates, which sends a positive signal to Google.

✅ Backlinks (Internal & External) – Linking out to credible sources enhances your content’s trust factor, and internal links help with site structure and rankings.

2️⃣ TikTok SEO: How to Rank on the Hottest Search Platform

🚀 TikTok is now a search engine. Gen Z and millennials are searching for answers on TikTok instead of Google. If your business relies on organic traffic, it’s time to optimise for TikTok search.

🔹 How to Rank on TikTok

✅ Use Keyword-Rich Captions & Hashtags – Just like Google SEO, TikTok’s algorithm scans captions for keywords. Example: Instead of "Check out this smoothie!", write "Best High-Protein Smoothie Recipe for Weight Loss".

✅ Say Keywords in Your Video – TikTok listens! If your video is about “digital marketing tips”, say it clearly in the first few seconds.

✅ Optimise Your Profile – Use a searchable username & bio with your main keyword. Example: Instead of “@JohnsKitchen,” try “@HealthyMealPrepTips”. Take this one with a grain of salt though, as it may hurt your branding - remember, always keep a healthy balance of appealing to SEO and appealing to your audience.

✅ Engagement is Key – More likes, comments, and shares signal to TikTok that your video is valuable, pushing it higher in search results.

🔹 TikTok SEO vs Google SEO

• Google: Ranks content based on E-E-A-T, backlinks, and search intent.
• TikTok: Prioritises watch time, engagement, and keyword relevance.

If your audience is under 40, you can’t ignore TikTok SEO!

3️⃣ E-E-A-T and Content Authority: Google’s Focus in 2025

Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) is more important than ever. Google wants to rank content from credible sources, not AI-generated fluff.

🔹 How to Improve E-E-A-T in 2025:
✅ Showcase Expertise – Use real authors with credentials. If you're writing about fitness, Google trusts a certified trainer over a generic blog.

✅ Build Author Pages – Have an “About the Author” section with credentials, links, and social proof.

✅ Get Quality Backlinks – Google sees backlinks from trusted sites as proof of authority.

✅ Cite Reliable Sources – Link to research, studies, and high-authority domains (e.g., government, educational, or news sites).

✅ Encourage Reviews & Testimonials – Google values social proof. If you run a business, push for Google reviews, Trustpilot ratings, and testimonials.

4️⃣ Backlink Strategies for 2025: Quality Over Quantity

Backlinks are still a major ranking factor, but spammy link-building is faultering. Here’s how to build backlinks that matter:

✅ Focus on Editorial Links – Get featured in news articles, industry blogs, and guest posts rather than random directory links.

✅ Digital PR is King – Instead of begging for backlinks, create newsworthy content that journalists and bloggers want to link to.

✅ Unlinked Brand Mentions – If someone mentions your brand but doesn’t link to your site, reach out and request a backlink.

✅ Create Link-Worthy Content – Infographics, industry reports, and unique insights get shared naturally.

✅ Find Decent Backlinks – You can still find backlinks for sale which have some value. Find businesses that showcase successful case studies of businesses similar to yours and you should be in good hands. 

5️⃣ AI & SEO: How Machine Learning is Changing Search

🔹 Google’s AI now understands intent, not just keywords.

✅ AI-Generated Content is Rising, But Needs Human Touch – Tools like ChatGPT can help, but Google still prioritises original, human-written content.

✅ Search Intent is Key – AI predicts what users actually want. Google now rewards content that provides complete, clear answers over keyword-stuffed pages.

✅ Google’s AI Detects Manipulative Tactics – Avoid over-optimised, AI-spun content—it’s easily detected and can be penalised.

6️⃣ Technical SEO: Speed, Mobile, and Core Web Vitals

Even in 2025, Google still ranks sites based on performance.

✅ Site Speed Matters – Pages that load in under 2 seconds rank higher. Use Google PageSpeed Insights to check your speed.

✅ Mobile-First Indexing – Google crawls the mobile version of your site first. If your mobile site is slow or clunky, your rankings will suffer.

✅ Core Web Vitals – Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) are still major ranking factors.

🚀 Conclusion

SEO in 2025 is about adaptability. While on-page SEO, backlinks, and technical optimisation remain essential, new trends like TikTok SEO, AI-driven search, and Google’s E-E-A-T are shaping the future.

The best approach? Create high-quality, engaging content, optimise for multiple platforms, and build trust with Google.

What SEO trend are you focusing on in 2025?

‍

This guide is written by Hedgehog, a DIY digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training. 🚀

‍