Google is back again shaking its search algorithm and keeping website owners, marketers, and content creators guessing. The 2025 update is all about user experience. Gone are the days when stuffing keywords ranked even the most mediocre content. Google’s AI is smarter and users are pickier, and ranking high is possible only by delivering high value.

But with Google constantly changing its algorithm, some people wonder: Is SEO still relevant? Yes, more than ever. Search engine optimisation (SEO) isn’t just about keywords and backlinks anymore. It is about making a smooth, high-quality experience that both users and search engines love. If you want to up your SEO game, work with the leading SEO company in New Zealand to optimise your site and improve rankings.

Now that you know SEO is still very relevant, let us look at what actually works in 2025 and how you can plan to rank well.

AI-Optimised Content: Write for Robots & Impress Humans!

Google’s AI is now your biggest critic and is out there to keep a check on the context, intent, and quality of your content. Now, generic, soulless, and boring content will not rank. Your articles, blogs, and landing pages need to be clear, structured, and engaging. While humans dislike fluff and fillers, AI loves well-organised content. FAQs, bullet points, and concise sections present the information in a way that is easier to read and understand. Write content that is interesting, flows naturally, and has value. Optimise your content in such a way that it is well-liked by your audience and Google.

User Experience (UX): If Your Site Annoys People, Google Will Notice

Both Google and users hate slow and clunky websites. Your website should load fast and should be mobile-friendly; the goal is to make your visitors stay longer. If visitors click and leave within seconds, your ranking tanks. Running your site through Google’s Core Web Vitals will give you insights into its performance. You can compress images to prevent lazy loading. Using a clean, responsive design can improve its loading times and also keep visitors sticking around.

Local SEO is More Important Than Ever

If you run a local business, optimising for local search is a must. Google is now prioritising hyperlocalised results, so keep your business up-to-date and well-optimised. Create a Google Business Profile with correct contact details, business hours, and high-quality images. A higher number of positive customer reviews will build trust and improve visibility, and always respond professionally to feedback—good or bad. If you are targeting keywords, make sure you are using local keywords; instead of using “best pizza shop,” use “best pizza shop in Auckland.”

E-E-A-T is King, Prove You Know Your Stuff

Well, now, Google has trust issues. Along with expertise, it also looks for experience, authority, and trustworthiness (E-E-A-T). Only credible sites will go a long way, and pages that lack credibility will not rank even when the content quality is good. What you can do is create backlinks from reputable sites, as Google considers these links from authoritative sources as proof that your content is reliable. If you have industry professionals writing for your site, highlight their credentials. Keep your business details, author bios, and case studies transparent.

Video and Visual Search Because People Prefer Watching

Content is credible, interesting, and high value; all boxes are checked. No, not all, as everyone is so high on consuming visual content that they look for it everywhere. Sometimes, good-quality texts can be perceived as boring because people love images and videos. Remember when we chose books with more pictures even though we knew the alternative with fewer pictures could be a better read? It is pretty much the same situation. Google is integrating more video results from platforms like YouTube, TikTok, and Instagram, and these are new SEO goldmines. You can also benefit from Google visual search queries by using descriptive file names, alt text, and structured image data to make images rank well.

Voice Search Optimisation: Speak Their Language, Rank Higher

Since voice assistants like Siri, Alexa, and Google Assistant are becoming part of daily life, the way people search is changing. Rather than typing short phrases, people are asking full questions. This is the shift worth noticing; keywords like “best pizza Auckland" are changing into “Where can I find the best pizza near me?” To rank well in voice search, structure your content around how people actually speak. You can also target Google featured snippets by using question-based formats and providing clear, direct answers.

Final Thoughts

In 2025, SEO is about playing Google’s game the right way. Make sure you are giving people what they’re actually searching for, and keep your site user-friendly. SEO is still the king of online visibility, but the rules have changed, so ditch the old hacks and focus on keeping your content real and useful so that Google has no choice but to love you.