SEO continues to evolve in 2025 and is evolving faster than ever before, if you are not keeping up with Google‘s latest changes your competitors will likely outrank you fast.
Google‘s latest algorithm updates include changes to accommodate the advancements in AI and the rise of zero click results, businesses that ignore the new rules of SEO are at risk of disappearing from Google‘s first page.
So what has changed and what can you do to stay ahead?
Basically Google‘s new search generative experience (known as SGE) is now influencing more search results than ever before.
Instead of Google just displaying a list of websites like it has done previously, Google is now often summarising answers before users even click.
This means that your SEO strategy now needs to focus not just on rankings but also on how AI can interpret the content on your website.
Those websites that focus on frequently asked questions and content that helps to display your EEAT, (this is an abbreviation for experience, expertise, authoritativeness and trustworthiness), will often have a better chance of ranking.
The old days of keyword stuffing pages on websites are officially over.
For the last few years we have been talking about the need to produce really good quality content that helps to answer peoples questions and this really is so important now.
It’s about topical authority, and creating real world content that people want to read and engage with.
Google‘s AI understands context better than ever so your website needs to go deeper on topics and not just use a scattergun approach.
AI tools can help to write blogs but Google is doubling down and can identify low quality mass produced content very easily, that likely will not rank and could even harm your existing rankings.
The focus now should be on creating content that is unique, insightful and genuinely helpful to your website visitors as this is the type of content that is much more likely to rank.
It’s fine to use AI to assist (but not to replace), make sure you are adding human insights, and using original data and showing your real life experience to stand out as a business.
SEO is not about tricking Google, it is about building content so that your website deserves to rank on Google’s first page.
That means investing in your oval overall SEO strategy and not just making cheap easy shortcuts.
Those businesses that try to cheat Google and cut corners are going to find it harder and harder to get ranked on the search engines results pages than ever before.
EEAT is a core part of how search engines help to evaluate content quality especially in areas where accuracy and credibility really matter, for example those websites in the health, legal or financial sectors are particularly important here, for example you need to show your index experience talk about your expertise, demonstrate your authority and help to showcase your trustworthiness.
Include references and sources where you can to help with this, if you are mentioned by others in your industry include links to this content, keep your content updated accurate and fit for purpose, use genuine customer reviews and testimonials to help showcase your social proof and also demonstrate your real experience with your topic.
Only by doing this, will your content help to stand out over and above your competitors.
Google uses an ever complex combination of algorithms, AI and human quality raters to determine what qualifies as high-quality content and whilst they never make the exact mechanics 100% known to the public, (as Google closely guards its algorithms) Google has shared a lot of guidance over the years as to what it looks for.
Content should also be relevant to the search query; this is known as something called intent matching.
Google starts by understanding what the user is actually looking for, this is known as their “search intent”, and then matches that to the content that it has indexed.
If your content doesn’t match the search intent, you will struggle to rank even if it is well written.
You should also write your content for humans, and not just search engines and where possible have the content created by somebody who clearly knows the topic.
Make sure the content is actually useful for people and not just ticking a box for your SEO.
Here at Altitude Internet we help businesses globally rank better on search engines, and that means primarily Google.
As part of our ‘done for you’ SEO strategy we typically put together a content calendar and then our own in- house content team would help to write a number of pieces of content each month based on the objectives of your campaign.
Our SEO content writing team have deep experience of many business sectors, which we have established over the last 10 + years – this means we can create EEAT content for your business that will help to improve your user experience, and help to generate you the rankings that you crave. As of June 2025 we have a content writing team of around 8 people, these experts work with clients daily to create stunning website content, either in the form of blogs, news articles or by way of making changes to the actual on page content, changes that we will help to showcase that EEAT but also to improve the user experience.
Outside of content, there are many different aspects to SEO including on site optimisation, content writing and link building.
If you’d like to find out how we can help your website generate better rankings online click here to schedule a call with our team https://altitudeinternet.com/contact/
We have deep experience in helping businesses rank online and have been doing this for success for over a decade.
Click here to read some of our recent case studies and click here to see some genuine reviews going back over 10 years to see what customers have said and why we are rated as a five star SEO agency https://www.reviews.co.uk/company-reviews/store/altitude-internet-co-uk
We’ve been shortlisted in many of the SEO industry awards including the UK Growth Awards, the UK Search Awards, the European Search Awards and the Google Partners Awards over the years too, so you can be sure of being in safe hands.
If you found this blog interesting, you may find some of our other recent articles interesting too, click here to see some other similar posts https://altitudeinternet.com/uk/blog/
Read some of our recent case studies too just here https://altitudeinternet.com/case-studies/
In one particular case study milk.co.uk that represents farmers and dairy companies approached us in 2019.
There was lots of misinformation about milk and dairy products that had proliferated online and providing trustworthy information and bringing awareness of the benefits of drinking milk to a larger audience was our mission.
Through increasing organic traffic, we needed to tackle the misinformation about milk and dairy products particularly as a result of untrustworthy sites and even detractor organisations.
Much confusion comes from the rising popularity of vegan and plant based diets over the past few years which is contributed to a negative view of milk and dairy related products.
Providing trustworthy information and bringing awareness of the benefits of drinking milk to a large audience was therefore really important.
We undertook a 360° SEO campaign, performing extensive keyword research, as we needed to understand the queries that consumers had on their nutrition, in order to better target them with accurate and fact checked information.
We did a benchmark analysis against the sites that were out ranking milk.co.uk and identified the high search volume keywords that were missing and structure elements that were needed to be improved.
An expert dietician was hired to help improve on-site content.
The campaign surpassed all of the objectives and the site is now ranking for an extensive number of relevant keywords, many of them with high difficulty and extreme competition.
As a result of our work we have now helped to bring users to one of the most comprehensive resources on dairy nutrition in the UK and beyond.
We have seen extensive increases in both the number of keywords ranking online
- Particularly on page one, where keywords have increased from just 98 back in 2021 to over 540 keywords now.
Initially when we started work there were just 11 keywords in the top three positions on Google and this has now increased to 173 keywords.
Our initial target was to get 300 keywords onto page one we have exceeded this target and now have 542 keywords placed on page one.
Almost all the metrics of the website have shown positive traction and we continue to get great results for this client.
