SEO in 2025 isn’t what it used to be. Are you keeping up?

 

Search engine optimisation (SEO) has always been a moving target. As search engines evolve, so must our strategies to ensure visibility and engagement.

In 2025, businesses that fail to adapt risk being left behind. So, what does SEO look like now, and what should marketers focus on?

1. AI and Search Intent Dominate

 

Artificial intelligence (AI) is more sophisticated than ever, refining how search engines understand user intent.

Google’s AI-driven algorithms, like MUM (Multitask Unified Model), now process complex queries with greater nuance, considering context, language, and even emotions.

 

In 2025, content must align closely with search intent rather than relying solely on keywords. Marketers must craft content that answers questions directly and provides genuine value.

2. Voice and Visual Search Surge

 

Voice search continues its rise, with smart assistants like Google Assistant and Siri handling a significant percentage of search queries.

Meanwhile, visual search – where users upload images instead of typing – is more widespread, with Google Lens and Pinterest leading the way.

 

Businesses must optimise for natural language queries and include structured data to make images more discoverable.

3. The Importance of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness)

 

Google’s EEAT (formerly EAT) guidelines have expanded to include “Experience,” reinforcing the need for content created by real experts.

Businesses must showcase credible authorship, provide first-hand insights, and back up claims with reputable sources.

 

High-quality, in-depth content written by subject-matter experts will outperform generic, AI-generated material.

4. Zero-Click Searches Are the Norm

 

Featured snippets, knowledge panels, and People Also Ask (PAA) boxes dominate search results, meaning many users find answers without clicking through to websites.

To stay visible, brands should optimise for these features by structuring content in a clear, concise, and authoritative manner.

5. Video SEO Gains Even More Traction

 

Video content is essential in 2025. YouTube remains a powerful search engine, while Google increasingly features video snippets in results. Businesses must optimise video titles, descriptions, captions, and transcripts while ensuring mobile-friendly formats for maximum reach.

6. Core Web Vitals and User Experience (UX) Matter More Than Ever

 

Google’s Core Web Vitals remain a ranking factor, measuring page load speed, interactivity, and visual stability. Slow, clunky websites are penalised, so businesses must prioritise fast-loading, mobile-optimised experiences. A seamless UX not only boosts rankings but also enhances user engagement and conversions.

7. First-Party Data and Privacy-Focused SEO

 

With the decline of third-party cookies, first-party data collection is vital. Businesses need to build direct relationships with audiences through email subscriptions, interactive content, and personalised experiences. Search engines also favour privacy-compliant sites, so businesses must follow data protection best practices.

8. Local SEO and Hyper-Personalisation

 

Local search is more personalised than ever, with Google refining its ability to deliver hyper-relevant results based on location and behaviour. Businesses must optimise their Google Business Profile, encourage reviews, and leverage local content strategies to stay competitive.

Final Thoughts

 

SEO in 2025 is no longer about chasing algorithms—it’s about providing the best possible experience for users. By focusing on AI-driven intent, multimedia optimisation, EEAT principles, and user experience, businesses can stay ahead of the curve. The question is: Are you adapting, or are you falling behind?

 

If you need help to improve your SEO AND create more conversion opportunities, contact us to arrange a free audit of your website, and let’s see how we can get you moving forward in the right direction.

Yes, I need help!

A Deep Dive into Social Media Growth Strategies.

 

For years, hashtags have been the go-to tool for social media discovery. From #ThrowbackThursday to #DigitalMarketingTips, these tiny symbols have shaped online conversations and brand visibility.

But as social media algorithms evolve, one big question lingers: Are hashtags still relevant, or have SEO-friendly keywords and other engagement strategies taken over?

In this article, we’ll break down the effectiveness of hashtags in 2025 across Instagram, Facebook, and LinkedIn, compare them to SEO-friendly keywords, and explore the best ways to gain attention on social media today.

The Evolution of Hashtags:
From Must-Have to Optional?

 

When Twitter first introduced hashtags in 2007, they became a revolutionary way to categorise content and help users discover posts related to their interests.

Instagram, Facebook, and LinkedIn quickly followed suit. For years, the more hashtags you used, the better your reach—until algorithms got smarter.

 

In 2025, social media platforms prioritise content quality, engagement, and intent over the number of hashtags used.

Hashtags are no longer the ultimate visibility hack, but they still hold value when used correctly.

Let’s take a closer look at their impact across different platforms.

Instagram: Do Hashtags Still Work?

 

Instagram still remains as the most hashtag-friendly platform, but the rules have changed. Back in the day, brands stuffed captions with 30 hashtags, hoping to maximise reach.

Now, Instagram encourages users to focus on relevance over quantity.

 

How Hashtags Work on Instagram Today:

• Instagram prioritises SEO-friendly keywords in captions rather than relying on hashtags.

• Posts with 5-10 strategic hashtags perform better than those overloaded with 30.

• Branded hashtags (#NikeAir, #HPLGrowth) help build community-driven engagement.

• Hashtags in captions are now favoured over hashtags in comments.

• Niche hashtags (#DigitalMarketingForSMEs) often work better than broad ones (#Marketing).

 

Instagram Pro Tip:

Want to boost visibility? Optimise your caption with relevant keywords.

Instead of writing “#SocialMediaMarketing is key for growth”, try “Looking to grow your business through social media marketing? Here’s how!”—Instagram’s algorithm now ranks content based on keywords in captions and profiles.

 

Hashtags on Instagram? Still useful, but SEO-friendly captions matter more.

Facebook: Are Hashtags Worth Using?

 

Unlike Instagram, Facebook has never fully embraced hashtags. While you can use them, they have minimal impact on reach.

 

Why Hashtags Don’t Work Well on Facebook:

• Users don’t search for content via hashtags as they do on Instagram or Twitter.

• Facebook’s algorithm prioritises content engagement (likes, shares, comments) over hashtags.

• Hashtags often make posts look spammy, reducing their effectiveness.

 

When Hashtags Work on Facebook:

• Trending topics or campaigns (#WorldCupFinal, #BlackFridayDeals).

• Community-driven discussions in Facebook Groups.

• Branded campaigns where businesses encourage customers to post using specific hashtags.

 

Facebook Pro Tip:

Instead of relying on hashtags, focus on compelling content and high engagement. Ask questions, share relatable memes, and use Facebook’s keyword-rich descriptions to appear in search results.

 

Hashtags on Facebook? Not essential. Keywords and engagement are king.

LinkedIn: Do Hashtags Help with Visibility?

 

LinkedIn is a unique case. While it’s not as hashtag-heavy as Instagram, hashtags still play a role in content discovery—especially for professionals and thought leaders.

 

How Hashtags Work on LinkedIn:

• Posts with 3-5 relevant hashtags perform better than those without.

• LinkedIn uses hashtags to categorise content (e.g., #MarketingTrends will push your post into relevant discussions).

• Using industry-specific hashtags can help content trends within a topic.

• Hashtags in articles and posts still get traction, but overusing them looks unprofessional.

 

LinkedIn Pro Tip:

Use a mix of broad and niche hashtags. Instead of just #Marketing, try #B2BMarketingTrends or #SEOForStartups to target a specific audience.

 

Hashtags on LinkedIn? Still useful, but keyword-rich, value-driven posts matter more.

SEO-Friendly Keywords vs. Hashtags: Which One Wins?

 

Why SEO Matters More Than Ever

Social media is becoming more like a search engine. Instagram, Facebook, and LinkedIn all prioritise content that matches user intent. Instead of users searching hashtags, they type in queries like:

• “Best social media strategy for small businesses”

• “How to improve Instagram engagement”

• “SEO tips for startups”

This means optimising your posts with SEO-friendly keywords can give you longer-lasting visibility than hashtags.

 

So, Are Hashtags Dead?

Not exactly. They still have a supporting role in discovery, but relying on them alone won’t guarantee success. A mix of SEO-friendly content, engagement-driven posts, and strategic hashtags is the way forward.

The Best Ways to Gain Attention on Social Media in 2025

 

If hashtags alone aren’t enough, what should businesses focus on? Here are three powerful ways to gain traction:

 

1. Optimise for Social SEO

• Use keywords naturally in captions, bios, and video descriptions.

• Make sure your profile name and username are search-friendly (e.g., “HPL Digital Marketing” instead of just “HPL”).

• Write descriptive captions rather than relying on hashtags alone.

 

2. Prioritise Engagement & Community Building

• Encourage comments by asking questions.

• Use interactive content like polls, quizzes, and Q&A sessions.

• Reply to DMs and comments quickly to boost your post in algorithms.

 

3. Leverage Video Content & Reels

• Short-form videos (Reels, Shorts, TikTok) get higher organic reach than static posts.

• Use captions with strong SEO keywords rather than stuffing with hashtags.

• Add subtitles to make videos more accessible and engaging.

Final Verdict: Hashtags vs. SEO vs. Engagement

 

Hashtags still work, but only when used strategically (especially on Instagram and LinkedIn).

SEO-friendly keywords in captions, profiles, and video descriptions are more important than ever.

Engagement, authenticity, and video content drive the highest reach and conversions.

 

If you’re wanting help to improve your social media marketing AND create more conversion opportunities, contact us to arrange a chat, and let’s see how we can get you moving forward in the right direction.

Yes, I need help!

State Of Buy Cycle Score (SOBC)

Keyword List Preparation

 

Why is it that some keywords work better, or convert better than others? Well, it depends on three things really.

Firstly, whether the keywords you have used are the correct ones or not. Secondly, the level of competition also using those same keywords, or better ones. Thirdly, at what stage is the user ready to buy or convert.

In this blog, we’ll look at the latter to help you understand more about how it impacts on the keywords you choose before optimising your site, or social media platforms, and creating content.

Ok, so the Categories below, group keywords by how close a user is to a point of conversion or buying a product. While different experts in the industry will implement this in slightly varying ways, the principles remain the same.

Each category has a ‘Score’. The score indicates how close a user is to the point of conversion. I refer to this score is as the ‘State Of Buy Cycle Score (or simply referred to as the SOBC).

Using these categories, while keyword brainstorming, it will help you develop a more defined list that will ultimately be more effective.

 

So, let’s have a look at them.

 

Branded Keywords

Customers searching with a branded keyword phrase, has already done their research, already knows your brand, and are basically ready to spend money. That equates to good conversion.

You’re unlikely to have many branded keywords in your list, and these keywords will not equate to many impressions on the search engine results. However, what they will do, is provide you with improved click-through rates (CTRs) & conversion stats.

For example:

• SEO & Digital (brand name)
• SEO & Digital Consulting Services (brand name)
• SEO & Digital Marketing
• SEO Consulting Services (brand name)
• Digital Marketing Consulting Services

Note: All of these are highly competitive and very directly related to the brand identity. However, and especially true for the first two, is that if someone was looking for our business directly, because they already know about our services, etc. and ready to engage, this is what they would likely type into a Google search.

SOBC SCORE: 5

 

Product Keywords

These keywords talk about your Product or Service offered to people. If someone was to use keywords relating to this topic, then it’s likely they are still doing their research.

However, they are very close to spending money, and may in fact settle for your product or service if noticed in the SERPs.

For example:

• How to increase website traffic
• how to optimise a website for search engines
• benefits of email marketing

SOBC SCORE: 4

 

Competitor Keywords

People using these types of keyword phrases are also likely to be educated enough about a product or service, but are interested in comparing different brands.

If you are prepared in the right way, your business stands a greater chance of being selected over a competitor who also ranked on the same search engine page as you.

For Example:

• Best SEO companies near me
• Best Digital marketing agencies in [country]
• A Digital Marketing company near me
• Email marketing solutions

SOBC SCORE: 3.5

 

Substitute Product Keywords

People using these types of Keywords are again, very close to buying and are currently exploring some options. They have a general idea about what they want, but still not 100% sure.

For Example:

• Email Marketing
• Digital marketing
• Online Marketing
• Social Media Marketing

SOBC SCORE: 3

 

Complimentary Product Keywords

These types of users are looking for something a little extra to what they already have, like an add-on sale, or a service that will help them move forward a little more.

These users are not that close to buying, but they are looking around to see what is on offer. Getting one of these users to your site, could lead to a conversion in the near future.

For Example:

• Pay Per Click Advertising
• Social Media Management
• Link Building
• SEO Audits

SOBC SCORE: 2

 

General Keywords

General keyword phrases are the most common keywords, not specifically covered in the previous categories. People using these keyword types are not ready to buy, and just starting their research.

With these keyword phrases, you want to differ from your competition as much as possible. They will also help you gain more impressions on the SERPs, if done right. However, your conversion stats WILL be low.

For Example:

• How to improve google rankings
• What is SEO?
• What are backlinks?
• Explain Digital Marketing

SOBC SCORE: 1

 

Ok, so you’ve done your best to understand all that, and then you ask, “How do I use this scoring system?”

It’s a great question, and I don’t want to fluff about. So let’s get straight to it in step by step form:

 

1. You will still need to create your keyword list of between 50 and 100 keyword phrases, for a specific need.

If you are not ready with this, or not sure how to do this, then please refer to my blog on ‘Creating a Keyword List to Rank better & Convert more’.

2. It’s ideal if your Keyword list is in a Google Sheet, or excel sheet if you prefer, and occupying column C.

3. Now we’ll label other columns as follows:

• A = Competition
• B = Competition score
• D = Search Volume
• E = SOBC Score #1
• F = SOBC Score #2
• G = SOBC Score #3
• H = SOBC Score Average
• I = Final Score

4. If, like me, you used Google’s Keyword Planner to build your list, then each keyword/phrase will have a competition label of High, Medium or Low. They must be pasted into column A.

5. Now assign the following numbers in Column B:

• High = 3
• Medium = 2
• Low = 1

6. Next, paste your search volume amounts into column D, and make sure you have not changed anything so that the alignment with your keywords is correct.

7. Ok, now it’s important to have three people score each keyword phrase on what they believe is the State at which a user is intending to buy. You can use the SOCB Scores above, as a guide.

8. Of course, column H will now formulate the average of those three SOBC Scores for each keyword/phrase.

9. Then Column I will use the following formula to give you a final score:

• =sum(D3*H3)/B3

 

The higher the score, the better the keyword phrase is with regards to converting users from Search Engine Queries. Otherwise, the lower the score, the more you can rank for general impressions on the SERPs.

You can set this up any way you feel comfortable, and sort the ‘Final Score’ column if you like.

Yes, there is a little bit of work involved. However, if done right, it will provide your with a very good keyword list for on-page optimisation everywhere, and also for content optimisation.

Here is a screenshot of a keyword list our team prepared for an existing client. This client, as you can well guess by now, is targeting the Fishing industry within a specific region, in Australia.

The last thing to add is, once you understand this process better, you can begin to simplify things further.

Using my experience I had already deleted some unnecessary rows with keyword phrases that will not matter. Additionally, I will also add some long-tail phrases to this list once I am satisfied I have the right foundation.

If you need help creating a proper keyword list because you want to rank well AND create more conversion opportunities, contact us to arrange a chat, and let’s see how we can get you moving in the right direction.

Yes, I need help!

A Guide for Those Starting Out

 

There are a lot of articles floating around Google-land about how to build the best keyword list for your site, or for other applications.

Oh, you didn’t realise there were other applications for a keyword list? Well, it just confirms you’re in the right place. As mentioned, there are many articles out there, and some really good ones too. But now that you are here, you might as well continue reading.

So, let’s great straight into how to build a good Keyword list, for whatever reason.

 

1. Branded v’s Non-Branded Keywords

Let’s start with deciding why you want to rank on the first page of Google. Everyone starts off by saying, “I want my site on the first page of Google;” and often stipulate unrealistic expectations like with a couple of weeks or a month at best. These people always make me laugh, and probably say a few other derogatory words.

Here’s the cold hard truth readers. If you want to rank on the first page of Google, in less than a month, then no problem. Any SEO person, or even a smart front-end developer can get you ranking on first page for your business name. Yes, your domain name, URL, etc.

For example, if your business URL is www.rankme.com – I, or anyone else can get you on first page, probably within 48 hours of launching your site, sometimes less.

However, this is pointless if you actually want business. Because users who know your domain name already, won’t be searching in Google to find you when they can go directly to your site.

So, other than ranking on first page for what is know as a ‘Branded Keyword Phrase’ or ‘Branded Term’, when users type in anything else, they will never see your site.

If you really want to rank for keywords that users are likely to type into Google, when searching for a Product or Service that you might offer, then you need to build a specific keyword list, and optimise things correctly. Then, getting your site on to the first page of Google will realistically take between 6 and 18 months, pending competition.

Cough, curse, laugh if you want, but reality is reality, and the only way around this is to have shit-tonne of money. Pay a large number of experts to complete an exhaustive list of SEO tactics that can be implemented within a week or so.

And, only then do you stand a chance, notwithstanding competition, to rank on the first page of Google in less than 3 months for what we deem as, ‘Non-Branded Keywords’.

Ok, now that we got that out of the way, and before we go any further, make sure you understand what I just said. If you do, and you’re ready to move forward, then let’s start on building a good keyword list that will help you rank well, and hopefully create the conversion opportunities you want for your business.

 

2.Target Audience

At this stage, I have to assume you have clearly identified your target audience, and likely created a Buyer Persona that clearly reflects who your target audience is.

If not, get cracking and do one. Then come back to this blog to continue. If you need help doing this, then contact us. We offer this service to all of our clients.

 

3. Relevant Topics

Next, you will need to make a list of ‘relevant’ topics related to your business / website, or whatever you want to rank for.

For Example, I would create the following for my company:

• • SEO
  • Social Media Marketing
    
  • Inbound Marketing
  • Digital Marketing
  • Email Marketing
  • Marketing Analytics
  • And a few more…

These create a starting point for your final list.

 

4. Topical Keywords

Now you want to create a mini-list for each of those topics. This will start to narrow things a little further towards what people might actually type in when they are looking for a Product or Service that your business may directly or indirectly offer, in simple terms for now.

Again, for example, this is what I could have done for my company:

• • What is Email Marketing?
  • What are the benefits of Email Marketing?
  • How to set up an Email Marketing Campaign
  • What is the Best Email Marketing platform
  • And more…

 

5. Head terms or Short-tail phrases

Your list should contain some ‘Head Terms’ or ‘Short-tail’ phrases such as:

• • Email Marketing Platforms
  • Email Marketing Companies
  • Email Marketing Automations
  • And so on…

 

6. Long-tail phrases

You will also want to include some ‘Long-tail’ keywords that target users who are trying to research a topic that is directly, or indirectly related to your business. For example:

• • How do I create a xxxx?
  • What is the difference between X and Y?
  • What are the best Email Marketing Platforms to use
  • Best SEO & Digital Marketing companies near me

 

7. Google Keyword Planner

Ok, now that you have your starting list, which is going to be more than 10 phrases already, it’s time to feed them into a tool that can generate a longer list for you.

Ok, so maybe you don’t like the idea of a ‘longer’ list, which is going to mean more work. However, it’s vital that we extract keyword phrases that users are ‘actually’ using today, when it comes to related topics to your business.

Like many other SEO experts out there, we prefer to use Google’s Keyword Planner. There are some other options but I don’t want to explore them in this article.

If you are unfamiliar with how to use Google Keyword Planner, then I suggest you either contact us for help, or research it quickly.

When you enter in some topical words for one particular topic, you can get your first list. Try for each topic, and come up with a very exhaustive but accurate list. Ready to use when optimising your site, or other applications.

 

8. SOBC Score

If you are looking to take your keyword list to another level, perhaps where it not only provides you with keywords to help rank better, but also create conversion opportunities, then I suggest that you read my article on how to create a State of Buy Cycle score (SOBC Score).

In this article, I discuss how to establish a better understanding about which keywords will help a site to rank batter, but also which keywords will help you rank when users are looking to buy.

If you think you are ready for this level, then click through to get started.

 

9. Where to Use Your List

Now that you have created a basic keyword list for your business, site, etc., it’s time to apply those keywords correctly. Not only will you use those keywords to optimise each page of your website, yes, each page, but also for any new content to be added to your site.

Additionally, these same keywords can be used in any blog articles you might have time to write, or more importantly, in the basic content used for each social media post, providing you have linked your post(s) to your website allowing users to click-through.

A good keyword list can be used anywhere that you post content about your product, service or brand, to help build a wider web of your online presence.

 

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SUMMARY

So, Let’s summarise what we’ve discussed so far.

• Ultimately you want to build a keyword list that will help your site rank for ‘Non-branded’ keywords.
• You will need to start by thinking about what your target audience would likely type into a Google search page when they are either trying to find a product or service you offer, or they are researching a topic related to your product or service.
• Use the best Tools available to you, to formulate a complete list, and then decide whether you want to evolve that list to identify which keywords will focus more on ranking, or on conversion.
• Then, use your keyword list wisely, and apply to all content created for your marketing efforts.

Lastly, if you don’t have time to do all of this, or don’t have the confidence to do it correctly, then pay us to do it. It’s that simple!