SEO in 2025

If Pam didn’t convince you, Mufaddal Sadriwala from Assembly MENA is here to put your fears to rest and get you embracing AI overviews as a friend instead of battling with them as a foe.Mufaddal says: “Stop worrying about AI overviews.Obviously, it’s the most discussed topic but, from my point of view, AIO is not a threat to SEOs or organic traffic. In fact, it is going to help us maintain the traffic that we’re getting.It’s not a threat. It’s something that is going to aid us.”Read the full transcript of Mufaddal's interview at https://majestic.com/seo-in-2025/mufaddal-sadriwala

In many ways, the shifting SERP can feel like uncharted territory. Thankfully, Pam Aungst Cronin from Pam Ann Marketing is drawing up the maps for AI overviews as the new frontier.Pam says: “Focus on optimizing for AI overviews in Google, Bing, and even OpenAI’s forthcoming search engine – as well as the 10 blue links.You can sort of think of them as one and the same because initial studies show that getting into Google’s AI overviews often means you’re ranking in the traditional 10 blue links as well.”Are all the websites referenced in the AI overviews going to come from the first page?“Hopefully we’re going to see that diversify a bit. This could be an opportunity for SEOs to get more exposure for smaller businesses, if you optimize specifically for the long tail queries and answers that show up in AI overviews."Read the full transcript of Pam's interview at https://majestic.com/seo-in-2025/pam-aungst-cronin

Like Folashade, Eli Schwartz, author of Product-Led SEO, believes that AI tools can help you gain a deeper understanding of the people behind the search queries.Eli says: “Everyone’s been talking about using AI for SEO, and they’re focusing on the wrong aspect of it.AI shouldn’t be used to create content; it should be used to understand your users and figure out who they are. You can then use AI to create some of that content, but the magic of AI is understanding the things that you wouldn’t already know about your users.”Is there a particular AI that you’re using?“I was using ChatGPT, then I moved over to Gemini. I tried Perplexity but it always introduces itself by repeating the prompt, and I find it really annoying."Read the full transcript of Eli's interview at https://majestic.com/seo-in-2025/eli-schwartz

Folashade Uba from Maersk has uncovered another often-overlooked but abundant source of user insight, direct from the horse’s mouth: support queries. Folashade says: “Analysing support queries is crucial for identifying customers’ pain points, uncovering their search intent, and discovering patterns and emerging trends in 2025.You can also use topic modelling to enhance your SEO strategies.”What are the best support queries to analyse?“There are a lot of different ones, obviously. You can get them from contact forms, calls, emails, etc. It all depends on the platform that you use to gather these support queries."Read the full transcript of Folashade's interview at https://majestic.com/seo-in-2025/folashade-uba

Travis Tallent shares with David Bain that knowing where your audience's demand starts makes your SEO demand capture 10X stronger.Talking points include:When you say 10x stronger, what do you mean by that?How do you know where your audience's demand starts?What tools do you use to determine this?How do you know how to meet that demand?How do you know that this demand will convert to web traffic?How do you measure success?In general, what are some most effective demand generators for different types of businesses at the moment?Read the full transcript of Travis's interview at https://majestic.com/seo-in-2025/additional-insights/travis-tallent

Given the importance of understanding your users, you’re probably wondering where you can learn what they want. Michael MacMillan from MacMillan Search believes sales conversations are the place to look.Michael says: “Avoid ultra-competitive topics with limited intent by mining sales conversations for bottom-of-funnel content.”What are examples of ultra-competitive topics?“Project management is a big one. Right now, monday.com ranks for ‘project management’, but there’s mixed intent around that query. There are people looking to become project managers and people trying to understand what project management is, and they’ve got a strong position there."Read the full transcript of Crystal's interview at https://majestic.com/seo-in-2025/michael-macmillan

Sarah suggested you look into cognitive biases, and Garrett Sussman from iPullRank is here to help you do just that. Learn how these biases impact the way users behave to give you an edge over the competition. Garrett says: “Understand the role of cognitive biases in SEO. Our brains play a lot of tricks on us. When people are searching for things, we can be deceived by the shortcuts that our brains take. These cognitive biases influence the type of information that we’re seeking, and SEOs need to pay attention to them.We all bring context into our searches: how our day’s going, our jobs, what we like, our families, etc. That influences the type of information that we’re looking for. There are hundreds of cognitive biases, and they influence the way that we search, the queries we put in, the results that we see from Google, and the results that we ultimately choose."

To really get to know your users, you need to get inside their heads. Sarah Pokorná Presch from Dragon Metrics tells you how to use the psychology of your customers to your advantage.Sarah says: “Start using psychology to stay ahead in the SERPs.The reason why I say that is because, if you don’t have any content, you’re not going to rank. If you don’t have any user experience, you’re not going to get any conversions. If you don’t have any CRO, you’re not going to get any conversions."Read the full transcript of Sarah's interview at https://majestic.com/seo-in-2025/sarah-presch

As Jake touched on, getting to know your users is also about knowing what journeys they are on. Christopher Hofman from HofmanSEO encourages you to map out those journeys and meet them on the road.Christopher says: “I work with B2B customers, so my focus is on them succeeding with SEO. In B2B, customer journeys are very long, with lots of touchpoints and lots of influences.I recommend that you map out the customer journeys for your desired prospects. That way, you will really understand the importance of SEO because a lot of those touchpoints are going through organic traffic today."Read the full transcript of Christopher's interview at https://majestic.com/seo-in-2025/christopher-hofman

Ramona Joita shares with David Bain the importance of focusing on Omnichannel SEO.Talking points include:What is Omnichannel SEO?What impact is AI having on this?You mentioned that it's becoming increasingly crucial to understand that exclusively aiming for the number one ranking on Google is not sufficient - what should the additional aims be?How do you own more of the search space?How do you measure the impact of this?How do you incorporate this into a strategy?Who else should be responsible for this?How do you keep an eye on other future trends?Read the full transcript of Ramona's interview at https://majestic.com/seo-in-2025/additional-insights/ramona-joita