7 SEO TRENDS THAT SHAPED 2024 AND WHAT THEY MEAN FOR YOUR 2025 STRATEGY
Many 2025 SEO trend articles will offer broad predictions like “technical SEO will remain important” or “content quality will still matter,” along with mentions of TikTok and voice search being key players.
Instead of speculating about trends for 2025 or repeating SEO tactics that continue to work, this article will focus on what transpired in 2024, the implications for SEO, and how these insights should shape your SEO strategy as we move into 2025.
1. AI-POWERED SUMMARIES DISRUPTED GOOGLE SERPS
Three key truths about AI Overviews right now:
- In certain niches and for some sites, they've already had a significant impact.
- For other niches and sites, they've made no difference at all.
- Their influence is growing.
So, how does this affect websites? For sites where AI Overviews are prevalent in search results, the impacts can vary:
- Less traffic: Your page might get pushed down in the rankings, leading to reduced traffic.
- More traffic: Being featured in AI Overviews could bring more visitors to your site.
- Inaccurate tracking: Rank tracking tools might show your page ranking "#1," even if it’s buried below the "load more" button where fewer users actually see it.
2. AI-GENERATED CONTENT SAW A MASSIVE SURGE IN PRODUCTION
The ability to quickly generate reasonably high-quality content at a low cost has significantly impacted SEO in 2024.
According to Originality AI, the percentage of AI-generated content ranking in the top 20 Google results has more than doubled this year.
This surge in AI content has given rise to entire industries, including:
- AI content detectors
- AI writing tools
- AI content editing services
And with the rapid pace of innovation, many more AI-powered services are likely to emerge.
3. GOOGLE’S RESPONSE TO AI-GENERATED CONTENT
During the pandemic, many people turned to online sources for comparison shopping, leading to a surge in searches for terms like “best X” and “best X for Y.” Smaller affiliate sites had quietly been ranking for these terms, but as search volume increased, media attention and user notice also grew, bringing additional scrutiny.
As a result, Google implemented updates that saw these smaller affiliates replaced by larger, more authoritative sites. This is a pattern we’ve seen over the years, with everything from large publishers churning out thin content to guest blog marketplaces and niche sites. AI-generated content has followed a similar trajectory, with the cycle often going like this:
- A new tactic or trend starts working for ranking on Google.
- Attention begins to build around the tactic, often highlighted in tech press articles.
- Google takes action—sometimes algorithmically, sometimes manually.
- The tactic may still work, but with limitations, often only for a specific audience or with adjustments.
4. SEARCH RESULTS BEGAN PRIORITIZING FORUM AND TOOL CONTENT
As Google adapted to AI content, one of the major shifts in 2024 (building on updates from the past few years) has been the growing prominence of “UGC” or user-generated content from forums and Q&A sites. A great example of this shift is Omnicalculator, which has seen significant traffic growth in the past year. While some of their traffic gains come from competing with other calculators or traditional articles, notable terms among their top 10 traffic gainers include:
- Calorie deficit
- Slope
- Diameter of a circle
- How to find the p-value
5. AFFILIATE AND NICHE SITES FACED SIGNIFICANT SETBACKS FROM UPDATES
Google’s Helpful Content Update had a major impact on smaller, niche sites—those focused on specific topics and often reliant on Google for traffic. These sites typically monetized through ads or affiliate marketing.
While some sites have managed to recover, others have only seen partial improvements, and many have abandoned efforts to rank on Google altogether.
The updates sparked much speculation and confusion, with several theories circulating about their focus, including:
- An emphasis on brand authority
- A mismatch between weak domain strength and inappropriate anchor text
- "Over-optimization," with smaller sites being penalized for aggressive SEO tactics like keyword-stuffed title tags, headers, and content, as well as link-building strategies that lacked quality.
6. PARASITE SEO GAINED MOMENTUM
Every change Google makes often prompts a reaction from SEOs, and in 2024, we’re seeing a notable trend take shape:
AI content is improving, becoming more widely available and cost-effective. Google has increasingly favored UGC (user-generated content), forum content, and articles hosted on high-authority sites like Forbes. This shift has given rise to an SEO tactic known as Parasite SEO and “Site Reputation Abuse.”
While Parasite SEO isn’t new, it has gained traction in 2024 as more SEOs employ it to leverage high-authority sites for ranking. Here’s how it plays out:
- Reddit spam: Marketers have figured out ways to manipulate Reddit, ensuring their posts and recommendations rise to the top of threads, driving traffic and rankings.
- Contributed articles: Marketers pay for articles featuring their affiliate links on authoritative sites. These articles often rely on low-quality, inexpensive link-building tactics, allowing them to rank, especially on high-authority domains.
- Brands using affiliate marketing: Large, established brands like Forbes and CNET are cranking out AI-generated content and product roundup posts, earning affiliate income from these pages.
As Parasite SEO gained more attention, Google responded by introducing a “site reputation abuse” policy and update this year, addressing these tactics head-on.
7. GOOGLE’S MONOPOLY STATUS WAS OFFICIALLY ACKNOWLEDGED
Google has long faced accusations of being a search monopoly, and its search quality rater guidelines are often leaked. However, 2024 saw some significant developments:
- A search documentation leak occurred.
- An endpoint exploit exposed more details about the algorithm.
- In the summer, Google was officially declared a search monopoly in court, and next year, the Department of Justice may require Google to take major actions, such as spinning off and selling Chrome.
While these legal developments may not have directly impacted many sites ranking in search results in 2024, they could lead to several consequences, including:
- Changes to Google's algorithm due to reduced behavioral data.
- A shift in Google's practices as they operate under increased scrutiny from the U.S. government.
- Potential adjustments to search result layouts, syndication practices, and other unforeseen consequences triggered by the monopoly ruling.
Additionally, during a recent creator summit, Google acknowledged that in some instances of traffic drops following the Helpful Content Update (HCU), content was not the underlying issue.
SEO SUCCESS TIPS FOR 2025
Here are a few immediate actions you (or your SEO manager) can take to stay ahead of 2025 SEO trends:
1. LEVERAGE USER-GENERATED CONTENT AND LARGE SITES
If forums and contributed posts on high-authority sites are ranking well, consider encouraging customer comments on relevant threads or working on securing guest posts for publications that rank for your target keywords.
2. INVEST IN TOOLS AND CALCULATORS
Even if you run a local service business, consider creating cost calculators or planning tools. These types of interactive content are being heavily favored by Google for ranking high in search results.
3. DEVELOP A STRATEGY FOR AI CONTENT
While Google doesn’t directly penalize AI content, unedited or poorly executed AI content can hurt your rankings. Focus on creating high-quality content that drives traffic and leads. You can also incorporate AI content but make sure it’s carefully edited and aligned with your overall SEO strategy, understanding the potential benefits and risks.
KEY TAKEAWAYS TO GUIDE YOUR 2025 SEO STRATEGY
As we move further into 2025, here are some important factors to keep in mind:
1. MONITOR AI OVERVIEWS AND SEARCH RESULTS
While AI Overviews may not be a game-changer for local business traffic yet, it’s crucial to stay informed about how these features work. Begin planning your strategy to ensure you’re ready for when AI Overviews become more widespread and impactful in search results.
2. STAY UPDATED ON GOOGLE'S PR AND LEGAL DEVELOPMENTS
Keep an eye on Google’s press activities and upcoming court appearances, as these can have unforeseen effects on search results and SEO strategies. Make sure whoever is managing your SEO is aware of these developments and can adjust your strategy accordingly (even if it’s just to monitor the changes and their potential impact).
GET PREPARED FOR BETTER SEO IN 2025 WITH MCIVOR MARKETING
As you head into 2025, the key focus should be understanding how your search results—both rankings and the search features that accompany them—are evolving. By staying informed on these changes and anticipating future shifts, you can continue to optimize your SEO strategy to generate maximum leads, sales, and profits throughout the year.
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