What Google Wants in 2025: Beginner SEO That Works in a World of AI Search

Let's be honest, SEO can feel like you're chasing a moving target while blindfolded.

01:47 05 August 2025

Let's be honest, SEO can feel like you're chasing a moving target while blindfolded. And in 2025? That target now comes with AI Overviews, more intelligent algorithms, and more confused beginners than ever.

But here's the good news: what Google wants hasn't changed all that much.

Google still rewards clear answers, helpful content, and pages written by people who know what they're talking about. I've spent years untangling SEO messes, writing content that ranks, and helping clients sort their websites out after other agencies left them in a pickle.

This article walks you through the beginner-friendly SEO methods that still work, even with all the shiny AI layers now on top.

If you'd rather skip the trial and error, I offer SEO consultancy for businesses that need honest, hands-on help.

How Google's Focus Has Shifted in 2025

Google Cares About Meaning, Not Just Words

Once upon a time, stuffing your page with exact keywords got you results. These days, Google reads between the lines.

When I write a page, I don't just aim to hit the phrase. I ask myself: what's the reader trying to accomplish?

That might be:

• Finding a tool
• Learning how something works
• Comparing two options

Search is more about purpose than phrasing now. If you meet that purpose, you're already ahead of many.

AI Overviews Have Changed the Front Page

Those new summary boxes powered by AI? They're pulling content from pages Google trusts. Not just the top 3, either.

Sites with:

• Clear formatting
• Helpful content
• Experience-backed answers

They are more likely to get picked. I've had content show up in these summaries, just from answering questions in FAQ style blocks.

The key takeaway? Structure data still matters. Use headings, bullet lists, and plain answers. 

What Google Looks For

1. E-E-A-T 

Google wants proof you know what you're talking about. In 2025, you must follow EEAT (Experience, Expertise, Authorship and Trust) guidelines.

Examples:

• Writing about gardening? Show photos and results from your garden.
• Recommending a tool? Please share how you use it.
• Giving tips? Mention how you discovered them.

Author bios help, too. On my sites, I always include who I am, what I've done, and why it matters. You don't need to blow your trumpet, but don't hide your face either.

2. Speed Still Matters

Google still looks at how fast your site loads, especially on mobile. If it takes longer than boiling an egg, you're in trouble.

Use PageSpeed Insights to check. Then fix:

• Oversized images
• Bloated themes
• Third-party scripts are doing nothing useful

Fast sites keep users happy and make it easier for Google to read your stuff.

3. Write Something Worth Reading

There's a flood of AI-generated drivel out there now. Google's trying to filter it out.

The stuff that stands out? Content with a personal angle. If your post sounds like everyone else's, it won't stick. But if it includes lessons you've learned, mistakes you've made, and what worked, that's the gold.

Beginner SEO That Still Gets Results

Smarter Keyword Research

You don't need to guess what people are searching for.

Try:

• Google's autocomplete and People Also Ask

• Ubersuggest

• AnswerThePublic

Look for questions, not just phrases. Think "how do I…" or "best way to…" rather than vague two-word terms.

Writing for Humans, Not Bots

If it reads like a robot wrote it, it probably won't rank.

Keep it simple:

• Use everyday language
• Short paragraphs
• Headings every 200 words or so
• Keep tone and style consistent 

Write like you're explaining something to a mate in the pub, minus the pint, unless it helps.

Optimise the Bits Google Still Looks At

Don't ignore:

• Title tags – 55–60 characters, get the main topic in there
• Meta descriptions – Make it compelling enough to earn the click
• URLs – Keep them short and readable (/seo-tips-2025 is fine. /p-article12345?id=seo_v2 is not.)

It's all about being clear, not clever.

Use Schema

A schema is essentially a way to tell Google what your page is. If your Website uses WordPress, use tools like Rank Math or Yoast to add it without touching code.

Recommended schema types:

• Article for blog posts
• FAQPage if you've got questions and answers
• Product, if you sell anything

You can test it using Google's Schema validator, no tech headaches required.

How to Build Content Google Loves (and Users Stick Around For)

Answer the Question Early

Get to the point fast. If someone asks, "How do I fix a patchy lawn?", don't spend 300 words explaining what a patchy lawn looks like. Answer the question, then backfill the context.

Back It Up With Real Examples

I once helped a site cut 1,200 pointless URLs from their sitemap, and their rankings bounced back within weeks. That's more useful than rewording definitions from Wikipedia.

If you've done it, say so. If not, test it and share the results.

Speak With Your Voice

Write like a human. Include phrases you say.

Example:

"You might think aeration of a patchy lawn doesn't make a difference, but trust me, I tried this and the results were outstanding"

That's better than:

"Aerating can help fix a patchy lawn"

See the difference?

Add Extras People Appreciate

Simple wins:

• FAQ section at the end
• A quick checklist halfway through
• A comparison table if relevant

It shows you've thought about what people need. That's the point.

Technical Bits You Shouldn't Ignore

Let Google Crawl You Properly

Make sure:

• You've got an XML sitemap (and it's submitted to Search Console)
• You're not blocking important pages with noindex
• Your internal links help Google find what's important

Free tools like Screaming Frog can help if you're unsure about your site's performance.

Keep Mobile Visitors Happy

Use big enough fonts. Don't shove popups in their face. Make buttons clickable without needing a magnifying glass.

Test on your phone, you'll spot issues straight away.

Schema (Again, Yes It Matters)

Yes, we're mentioning it twice. That's how important it is now for AI Overviews.

If Google can see what your content is about and who wrote it, you're far more likely to show up.

SEO Pitfalls to Avoid (Especially If You're Starting)

Don't Spam Links

Buying backlinks or trading links with every Tom, Dick, and Harry usually ends in tears. Instead:

• Guest post on relevant sites
• List your business in proper directories
• Write content people want to link to

Don't Go Overboard on Keywords

If your post says "fix patchy lawn" 24 times, Google will spot the pattern. Use variations naturally. Think: "reseeding patchy lawn", "repair lawn", "fix patchy grass", "how to reseed grass".

Don't Let AI Write Everything For You

AI can help with ideas, outlines, and drafts, but you need to inject yourself into it. Without your voice and your experience, it just blends into the sea of sameness.

Don't Ignore Your Data

Use Google Search Console to track:

• What keywords are you ranking for
• Which pages are doing well
• What's being ignored completely

Then adjust. Refine. Repeat.

Quick Checklist for Beginner SEO in 2025

• Write for people, not search engines
• Add schema to everything you publish
• Focus on answering fundamental questions
• Keep your site fast and crawlable
• Share your own experience where possible
• Please don't rely on AI to refine it
• Don't waste time chasing tricks. Build trust.

Frequently Asked (and Googled) Questions

Can I still blog for SEO in 2025?

Absolutely. If your content is helpful, explicit, and based on experience, blogging is still one of the easiest ways to rank.

Do I need backlinks to rank now?

Not for everything. I've ranked low-competition pages simply by creating content that's better and more structured than what was already out there.

How do I know if I'm doing it right?

If your content attracts traffic, generates clicks, and keeps people engaged, you're on the right path. SEO is about consistent improvement, not instant perfection.

Final Word

SEO in 2025 doesn't require fancy hacks or AI trickery. It's about creating stuff people want to read and helping Google understand why your page is worth showing.

Author Bio

Colin Noble is an independent SEO consultant and founder of Mr Noble SEO, with nearly two decades of experience helping brands get found online. He's worked with everyone from one-person startups to national retailers, fixing dodgy migrations, cleaning up bloated sites, and writing content that ranks.