SEO strategies for 2025: voice search, reviews and proven tactics

World search engine optimisation Google's algorithms are getting smarter, user behaviour is changing and old techniques are no longer as effective as they used to be. Google's algorithms are getting smarter, user behaviour is changing, and old techniques no longer work as effectively as they used to. To stay on top of the search results, it's important to not only follow trends, but also adapt time-tested tactics. Let's break down the key SEO strategies 2025: the impact of voice search, working with reviews and evergreen optimisation techniques.

How is voice search changing SEO and what to do about it?

Voice search is no longer a novelty - in 2025, the pre 58% requests are coming from voice assistants. People are increasingly using Siri, Google Assistant and Alexa to find information. However, unlike text searches, voice queries are more conversational and longer.

What does this mean for SEO?

• Optimisation for long keyword phrases. Instead of "pizza delivery" users ask: "Where to order pizza with fast delivery near me?". Add natural questions and answers to your content (FAQ sections are a mast-have!). The more variation in keyword phrasing, the better your chances of getting voted in.
• Local SEO is a priority. Voice queries often contain the phrases "near", "nearby". Improve your Google Business Profile card by updating your address, hours of operation and adding a photo. Don't forget about local keywords: names of cities, districts and popular queries.
• Focus on Featured Snippets. Voice assistants often read out exactly the "zero position". Structure your content by highlighting key answers in lists and tables. Answers should be concise, precise and useful - this increases the likelihood of being included in the "shown in answer" block.
• Use Schema markup. Micro markup helps search engines better understand the content of a page. Mark up FAQs, testimonials, addresses and products to increase your chances of appearing in the voice box.

Why have reviews become more important than links and how to deal with them?

 In 2025, Google is giving everything more attention to feedback from real users. According to BrightLocal research, 79% users trust online reviews as much as personal recommendations. And companies with high average ratings get 25% more clicks from search results.

How to use testimonials to grow positions:

• Incentivise the collection of feedback. Ask satisfied customers to leave opinions on Google, Yandex and thematic platforms. Automate the process through email newsletters and SMS reminders. The more reviews with keywords, the better your website ranks.
• Work with negativity. Don't delete bad reviews - respond promptly and politely, offering a solution to the problem. This shows your customer focus and increases user trust.
• Use testimonials in content. Embed real quotes from customers on landing pages, blogs and product cards. This not only builds trust, but also enriches content with unique phrases that match user queries.
• Create case studies and success stories. Detailed stories about how your product or service has helped customers not only persuade new visitors, but also generate additional SEO traffic.

SEO tactics that haven't become obsolete in the last 10 years

Trends change, but there are proven methods that continue to work, well into 2025.

• Quality content is king. Google still values useful, informative and expert content. Update your articles regularly, adding fresh data and facts. Include LSI-keys (semantically related words) in the text to increase the coverage of queries.
• Internal re-linking. This not only improves navigation, but also helps search engines better index your site. Link pages logically, create hubs (thematic clusters). It is important that links are relevant and with the right anchors.
• Technical optimisation. A fast website is the key to success. Optimise your loading speed (Google PageSpeed Insights will help you), adapt your site for mobile devices and use HTTPS. Don't forget about Core Web Vitals - indicators that directly affect ranking.
• Analysing and adapting. Constantly monitor positions, analyse user behaviour and adapt your strategy. Use Google Search Console, Ahrefs and other tools. It is important to regularly monitor keywords and adjust content to changing queries.
• Meta tag optimisation. Titles (title) and descriptions (description) should be unique, attractive and include keywords. They not only influence positions, but also increase click-through rate (CTR).

SEO in 2025 requires flexibility and an integrated approach. Pay attention to voice search, actively work with reviews and don't forget about proven tactics. By combining innovations and classics, you can not only stay in the top, but also outperform your competitors. The main thing is to act today! Don't forget to regularly analyse algorithm changes and adapt your strategy to the new requirements of search engines.