SEO in 2025

Nik Ranger shares why brand representation and interpretability matter in the era of LLMs.Talking points include:Why does AI rank matter?How do you measure visibility on LLMs?What is the impact of this on visibility?What are typical gaps in the model’s understanding and what does a brand do to deal with this?How to maximise brand representationHow does this impact purchasing decisions?What’s the difference between a brand and an entity?Read the full transcript of Nik's interview at: https://majestic.com/seo-in-2025/additional-insights/nik-ranger

Sanja Markovic shares that a site migration is like moving house.Talking points include:What do you mean by a site migration?How do you prepare for a site migration?How much time do you need to prepare?What teams should be involved?When is a site migration considered to be successful?What are the most common reasons why site migrations failHow to avoid making mistakes in a site migration? Read the full transcript of Sanja's interview at: https://majestic.com/seo-in-2025/sanja-markovic

Nikki Halliwell shares the importance of using a migration briefing document before you start working on a migration.Talking points include:What are the key elements in a migration briefing document?Who do you work with?How do you sell the need for this?Where do you gather information from?What issues are likely to be solved by creating a migration briefing document?Read the full transcript of Nikki's interview at: https://majestic.com/seo-in-2025/nikki-halliwell

Emma Russell shares 5 SEO tasks when migrating your site in 2025.Emma's key points are:1. Understand if it’s an opportunity for growth2. Benchmarking what you have now3. List all of your requirements 4. Make friends with dev5. Test test testRead the full transcript of Emma's interview at: https://majestic.com/seo-in-2025/emma-russell

Andrew Optimisey shares about he importance of controlling all of your domains.Talking points include:What does controlling all of your domains mean in practice?Who should be responsible for your domains?When should you buy a new domain and when should you build a new project on an existing domain?When should you change a domain for an existing project?When should you let a domain name expire?What do you do from an SEO perspective when you decide to let a domain name expire?What do you do if you have let an old domain expire, and you realise that this was a mistake. Is there any way to go back?What can you do if a spammer or scammer gets hold of your domain?What do you think of the newer domains - Is .com always best?When selecting a new domain, is brand or domain more important?Read the full transcript of Andrew's interview at: https://majestic.com/seo-in-2025/andrew-cock-starkey

Helen Pollitt shares the importance of understanding the cost as well as value of organic traffic.Talking points include:What is the difference between the cost and value of organic traffic?Why do we need to know the cost?How do we calculate the value?What do you mean by organic traffic in all forms?How do you prefer to calculate ROI?How does this lead into defining an SEO strategy?How often should this work be done?How is it changing due to AI and new technology?Read the full transcript of Helen's interview at: https://majestic.com/seo-in-2025/additional-insights/helen-pollitt

Andy Frobisher shares that it’s time to get serious about the internet and energy consumption.Talking points include:What companies are trying to go net zero?Does this have a positive business case?What does this mean for the overall size of pages on websites?What are the best ways to reduce the page speed of a web page in 2025?What does this mean for algorithms moving forward?What does this mean for SEO planning?How can Core Web vitals help us with this?How do we forecast a revenue increase or cost reduction as a result of reducing page speed?Read the full transcript of Andy's interview at: https://majestic.com/seo-in-2025/andy-frobisher

Bastian Grimm shares that inventory management is now more important then ever.Talking points include:What do you mean by Inventory management?How do you know which content to focus on?What do Google do when they can’t keep up with crawling and indexing the web?Should you get rid of some content?What content should you get rid of?What’s an example of poor quality content, produced by AI?What is state-of-the-art AI that SEOs should be using?What parts of your SEO and content production should you be using AI for?How else can AI help with your SEO performance?Read the full transcript of Bastian's interview at: https://majestic.com/seo-in-2025/bastian-grimm

Kaspar Szymanski shares that SEO in 2025 is all about signal input.Talking points include:What do you mean by SEO signals?Are Google and Bing looking for the same thing in terms of SEO signals?So the same signals apply to LLMs as well?How do you ensure that SEO signals are consistent?Why do regular, annual SEO audits help with SEO signals?What are the key things to be looking for in an SEO audit?Is using server log data important as part of this?What are you looking for in server log data?What software do you use to assist you with this?

Tin Dudajek shares the growing importance of schema markup.Talking points include:How would you summarise the current state of Schema?Why is it continuing to gain importance in 2025?What is schema used for in modern SEO? (data management)Why is Schema so important for AI?What content needs to be optimized for Schema for AI?Where is AI using these schema enhanced pages?What tools do you use to assist with this?How do you measure success?