When you look at search engine optimisation (SEO) 10 years ago and now, there is a huge difference, and that’s a good thing. User expectations have become different, different technologies are chaping how we do our digital marketing and Google’s algorithms are becoming even smarter. For this reason, it is important that businesses stay ahead of SEO trends to ensure that they remain relevant and competitive.
For example, the proper usage of keywords is vital for SEO performance. Unlike a few years ago, when you could just throw in keywords to rank higher on Google and get away with it, right now, Google can either demote your page in search results or even ban your whole site from its index. You need to use a good keyword research tool to enable you to find what your intended audience is looking for and properly insert your keywords.
Let us look more into how SEO has been evolving and how it is affecting businesses.
The voice-activated revolution
When Apple launched Siri in 2010, we could not have imagined that this was going to be the new normal. Google and Amazon then followed suit with the introduction of Google Voice Search and Alexa. As time went by, these innovations changed how people interacted with their devices by shifting from manual typing to voice-activated commands.
Research shows that in 2025’s Q1, approximately 20.5% of the global population used voice searches, with 27% of the searches happening on mobile phones. Another statistic shows that in 2025, we expect at least 8.4 billion voice assistants to be in use worldwide. This just means that if businesses do not incorporate voice searches for their websites, then they are falling behind in their competitive ability.
It is no longer an option but a necessity. Many users conduct their internet searches using spoken commands, and according to recent data by Techreport, the number of annual voice searches in 2023 reached over 125.2 million.
Also, you should know that unlike traditional SEO, which relies on short keyword phrases, voice SEO follows a different route. Typically, voice queries span 29 words with a more conversational tone.
Brands can incorporate words such as “how to,” “near me” and “best places for” since most voice searchers use these more often. In fact, “near me” and local searches contribute to 76% of all voice searches even as most people aim at searching for local businesses.
Mobile-first indexing
The number of people using the internet via mobile phones is increasing at a tremendous rate. Statista reveals that in January 2025, the number of internet users accessing the internet through mobile devices (excluding tablets) was 62%. In Africa, webpage views generated through mobile devices was over 75 percent. Looking at this, it is quite clear that businesses should be optimising to fit mobile phone users.
A slow and poorly optimised mobile site means that it will rank lower on Google as the platform is highly favouring mobile-first indexing. The lesser your site is indexed for mobile phones, the lower your competition ability and ultimate loss of revenue.
But can businesses adapt to these?
- Optimise page speed: Statistics have shown that a load time of more than 3 seconds can cost you numerous visitors and, ultimately, conversions. In fact, Shopify revealed that fast sites are more likely to convert customers three times more than slow ones. You can use tools like Google PageSpeed Insights to optimise your page speed.
- Run tests that are Google mobile-friendly: By doing so, you can know where your site is lacking and find any issues that restrict the responsiveness of your site. Ensure that your platform can adapt seamlessly across different screen sizes. Also, make navigation seamless by using large buttons, white spaces, clear menus and readable texts.
At the end of it all, you shoud realise that providing a good mobile experience directly influences your SEO performance.
The Influence of AI
The use of AI is busy reshaping how searches are conducted and how search engines rank content. In fact, AI is the foundation of some of the most sophisticated search algorithms today. When you look at BERT and Google’s RankBrain, for instance, these tools use machine learning and NLP for a better understanding of search intent in order to deliver relevant results.
The use of generative AI is also revolutinising how we create content for SEO optimisation. When used correctly, it can help you boost content quality and relevance as well as save you lots of time. However, do not despise human creativity as it results in engaging and unique content that resonates with users. With generative AI and your human touch, your content is able to stand out in the very competitive market.
SEO experts should not negate the use of AI-driven tools as they help to automate SEO tasks, analyse data, provide recommendations, and help execute actions aimed at improving Google’s (or any other search engine) rankings. The next time you dive into keyword research for your digital marketing campaign, use AI tools to help you uncover the relevant keywords, including the ones being used by competitors.
As we wrap up, it’s clear that SEO is changing hands, and that is a good thing. The only thing that businesses should do is to ensure that they are paying attention to these evolving trends so that they are not left behind as competition gets even stiffer.
