SEO in 2025

Andor Palau shares the importance of investing in additional tools and external testing when doing a migration.Talking points include:What are some examples of some of the preventable errors that can occur with migrations?What tools do you use?How do you end up paying with missing revenue?What different perspective or different data layers might you end up missing?How should you plan for a migration?Who should you involve in a planned migration?Is there anything that you need to keep checking post-migration?

As many contributors to this project have alluded to, the long-reaching arms of AI are reaching into many aspects of digital life, which is why Emma Russell from Oxford Comma Digital says that you need to be a more discerning gatekeeper, and that you should Limit crawlability to your content.

In this episode, David and Manu discuss the importance of keeping a wide open eye and being flexible in your SEO approach.Discussion points include:Can you give an example of the new possibilities of integrating AI in your workflow and processes?When you say, “make sure you have access to the right and accurate data”, what data are you referring to?How do you work cross-channel?How do you determine what delivers the most value to your audience?How do you know when to pivot an SEO strategy?

Fili Wiese shares what impact site speed and Core Web Vitals has on SEO in 2024.Discussion points include:What impacts site speed most in 2024?- Server and hosting- File sizes and types- Plugins and add-ons- Traffic volume- Poor codingHow should we be using Core web Vitals to direct our site performance improvements?Inside Search Console?- Loading (Largest contentful paint - how fast is fast enough? How do you improve this?)- Interactivity (First input delay - how fast is fast enough? How do you improve this?)- Visual stability (Cumulative layout shift - what issues are key?)

Tom Pool advises that you ensure technical quality throughout your entire site.Discussion points include:What does good technical site quality look like in 2024?Has anything changed in terms of technical setup best practice in the past couple of years?How does a good technical set up deliver better user experience?How do you build a solid technical foundation if you’re not sure how large you’re going to grow?If users are happy using your site is it worthwhile to continue to invest in further technical improvements?How do you measure the impact of technical improvements?

Alexandra Tachalova shares that building the right links should be one of the biggest priorities for marketers.Discussion points include:What are the right links at the moment?What are the wrong links at the moment?How do you get the best links?Why is this more important than other marketing activities?You say that Sites that have a strong domain authority can easily reach excellent results in Google SERPs without building any links back to their individual pages - does this mean that you only have to build links to certain pages?Can you stop building links after a while?Will links stay important with AI results?

Eva Cheng shares why you shouldn't give up on "Hero Campaigns" in Digital PR.Discussion points include:What are hero campaigns?What are the typical results you are looking to achieve from hero campaigns?How do you create a hero campaign?How do you manage a hero campaign?How do hero campaigns fit into the bigger picture?Why should SEOs consider building category page links?At what point in your SEO strategy should you implement this? Are there any specific Digital PR tactics that have proven more successful for category page links?Why do you say that an SEO shouldn’t be afraid to build category page backlinks?How do building category page backlinks fit into the bigger picture?

Rad Paluszak shares the importance of prioritizing "Value" over "Sheer SEO".Discussion points include:Why is working on improving the site better than obsessing about SEO?You say that SEO-elements on a website CAN be imperfect - why?You say that if your site is not useful or does not deliver truly unique value, it might be throttled and suffer in the long term - what do you mean by this?Why should SEOs stop obsessing over AI developments?

Jo O'Reilly believes that you should start prioritising building smaller numbers of relevant high-quality links.Discussion points include:How do you define relevant high-quality links?How do you define irrelevant spammy links?How do you measure the value of a link?How do you conduct outreach?Ideally what style of links are you looking for?Are you willing to pay for links?

Alan Silvestri advises that you leverage happy customers for ethical backlinks.In this video we discuss the importance of leveraging happy customers for:* Case Studies* Testimonials* Guest Blogging* Webinars and Podcasts* Affiliate Programs* User Generated Content* Community Forum or Groups