Let’s lift the curtain on the biggest player in the digital world: Google. In 2025, Google is no longer just a search engine; it’s the gatekeeper of the internet. And if your business wants to thrive, you need to understand how to play by its rules.
Google Isn’t Your Friend—But It’s Not Your Enemy Either
Let’s set this straight: Google is a business, and its product is answers. The better those answers are, the more people use Google, and the more money they make. It’s simple.
So, how does Google decide which answers are the best? It all comes down to their ever-evolving algorithm. But don’t worry; I’m not going to bog you down with technical jargon. Let’s keep things practical.
Here’s what you need to focus on:
Relevance is King
Google’s top priority is giving people what they’re looking for. If someone searches for “best pizza in New York,” Google won’t waste their time with irrelevant results. Your content must align with the user’s intent. Every piece of content needs to answer the question your audience is asking—no exceptions.
Quality is Queen
Long gone are the days of keyword stuffing and shallow content. In 2025, Google is all about E-A-T: Expertise, Authoritativeness, and Trustworthiness. If your content doesn’t establish you as an expert, doesn’t build authority, or isn’t trusted, it won’t perform well. It’s all about delivering real value.
User Experience Matters
Think your website’s speed and design don’t matter? Think again. Google is paying close attention to how users interact with your site. Slow load times? Not mobile-friendly? Poor navigation? Say goodbye to those rankings. A seamless, enjoyable user experience is critical.
Links Are Still the Currency
Despite what some say, backlinks are still essential. Think of them as digital votes of confidence. But here’s the catch: quality over quantity. A single link from a reputable site is worth far more than dozens from irrelevant or low-quality sources.
AI is the New SEO
Google’s AI has become more sophisticated, understanding not just keywords but also context, nuance, and even sentiment. This means you can’t just throw in some popular keywords and hope for the best. Your SEO strategy must go deeper, truly addressing your audience’s needs.
Local is Focal
With the explosion of voice search and mobile, “near me” searches are booming. If you have a physical location, nailing local SEO isn’t just an option—it’s essential. Make sure your business is optimized to capture those “near me” searches.
Embrace Video (Or Get Left Behind)
Video content is becoming a heavyweight. Why? Because Google owns YouTube and favours video-rich pages in search results. If you’re ignoring video, you’re missing a big opportunity to rank higher and engage your audience.
The Key Takeaway: SEO is a Constant Game of Adaptation
Google updates its algorithm hundreds of times a year. What worked last month might not work next month. This is why SEO is an ongoing process of adapting and optimizing—not a one-time fix.
But here’s the thing: you’re not trying to “game” Google. It’s about understanding what Google wants and delivering it. Google’s goal is to provide users with the best answers. So, ask yourself, “Am I the best answer to my customers’ questions?” If not, it’s time to step up.
Winning the Google Game
In the Google game, second place doesn’t cut it. You need to aim for the top spot if you want your business to thrive. So, are you ready to level up your strategy and claim that top position?
It’s time to up your game. Let’s get you to the top.
