The search landscape continues to change faster than ever. In 2025, SEO is no longer only about keywords and backlinks — it is about aligning with user intent, AI-powered search behaviour, and a holistic digital experience.
With the rapid adoption of generative search engines such as Google AI Overviews, SearchGPT, and Perplexity, marketers must rethink how content is created, optimised, and discovered. These changes present both challenges and opportunities for B2B brands looking to maintain visibility and attract quality traffic.
This guide explores the five key SEO trends that will define 2025 and how to apply them strategically to build authority, improve rankings, and drive sustainable growth.