Predictions for news SEO in 2025, part 2
We asked folks to take out their crystal balls and tell us what’s in store for 2025. Here’s what 11 more experts had to say
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Hello, and welcome back. Jessie and Shelby here, back with the final newsletter of 2025! Hard to believe we’re about to start our fourth year of WTF is SEO?! Before we break for a few weeks, we want to extend our sincere thanks to all of you for subscribing and reading this newsletter, posting on the Slack community and participating in our workshops and calls, and sharing and supporting our efforts to help publishers better understand search. We’re so grateful for every one of you. Stay tuned — we have some very BIG plans for 2025.
This week: 11 more expert predictions for 2025! Read part one or our editions from 2024 and 2023.
THE EXPERTS
Alli Berry
I think we're going to continue to see more AI Overviews roll out for evergreen content. Anything that AI can answer confidently, Google will go after. That could include AI news summaries, too.
Some financial brokerages are starting to add AI news summaries for investors, a strong signal that even companies in the most regulated industries are finding ways to use AI. That means Google will definitely be looking to do it, too. That doesn't mean there is less opportunity for news publishers, though. Being the first to break news, telling more human stories, utilizing proprietary or first-party data and bringing in expert interviews or quotes to news coverage will be important ways to differentiate in the news space.
I think we're going to see large volatility in the affiliate space in 2025. Google has already issued some manual penalties for site reputation abuse to large publishers within the affiliate space, but I don't think that’s over. Those sites will return and we will find that Google used a band-aid approach for these manual penalties that didn't actually address the core issue of how they define site reputation abuse.
I suspect Google will go after publishers that have an affiliate vertical as a second revenue source — i.e., outlets with subscription/news content that added an affiliate strategy to a high authority site — in a new way and we will continue to see big SERP shakeups. The big winners will be large publisher sites that are primarily, if not exclusively, focused on the affiliate business model.
Alli is an SEO consultant.
Barry Adams
Looking at my 2024 predictions, I wasn't far off the mark. Generative AI hasn't destroyed publishing; more publishers have gone down the freemium/paywall route. Focusing on core competencies is still a key aspect of survival in Google — especially with the site reputation abuse penalties.
What I didn't quite expect — but is happening as we speak — is the beginning of the end for Google's imperium. The antitrust cases are beginning to sting, Google's algorithm updates and spam penalties are increasingly erratic, the company's public image continues to degrade and Google's leadership only seems to care about maximizing revenue so they can collect their bonuses.
If I were employed by Google, this GIF would reflect my frame of mind. But I don't work at Google, so I'm watching this with no small amount of schadenfreude.
For 2025, I'm cautiously optimistic. Publishers are starting to band together, collaborating to address the wholesale theft of their copyrighted content by AI and helping antitrust cases. Despite the recent U.S. Department of Justice wins, I suspect the European Union will continue to carry the flag for a more egalitarian web.
The Digital Markets Act will force Google and other tech giants to curb some of their worst bullying behaviours in Europe, despite their increasingly shrill protestations. Google's market share in Europe will continue to slowly decline, as users become aware they actually do have a choice.
Google's brutal spam policies have narrowed revenue opportunities and make paywalls a more obvious choice, so expect that trend to continue. Google may play chicken with the EU by throttling news in their search results, but I expect this to be a bluff. If they do this, it would provide a fantastic opportunity for a rival search engine or new startup to take huge bites out of Google's market share by intentionally targeting European users with news-enriched search results.
Barry is the founder of Polemic Digital and author of the SEO for Google News newsletter.
Edward Hyatt
In 2024, the existential crisis gripping much of the SEO community revolved around AI Overviews. It turns out, Google’s algorithm — not AI — posed the biggest threat. Google has consistently emphasized their north star for search is the searchers. As news publishers, our north star must be our readers.
In a world with AI Overviews, the only way for publishers to stand out amidst a sea of commoditized news is to distinguish their brand through distinctive, high-quality journalism that truly understands and serves their audiences.
Our goal is not just to bring in page views or clicks; rather, it's to help build a relationship with the person reading the publication for the first time, or is a few clicks away from subscribing. Go beyond collaborating with colleagues in the newsroom — build relationships with product and marketing teams to optimize the reader journey from discovery to engagement and, eventually, loyalty.
Search is still one of the biggest funnels for new readers for any publication. Becoming a more effective, targeted funnel that is engaging intentful readers is fundamental to being a successful SEO.
If driving meaningful readership to your publication is a priority, think of Google Discover as a nice-to-have rather than a core part of your SEO strategy. However, if Discover is integral to your business, consider experimenting with new ways to engage readers from that platform. Focus on enhancing the experience on your site and finding ways to keep readers engaged. While the big numbers Discover can drive are appealing, those readers are less likely to become loyal. Discover is more about serendipitous consumption than intentional engagement.
All that said, the fundamentals of SEO are not going anywhere. However, it’s important to embrace the idea that SEO is about more than chasing Google Trends. It’s about connecting readers with quality journalism that can make a meaningful impact on their lives.
Edward is the Director of Newsroom SEO for the Wall Street Journal.
Harry Clarkson-Bennett
This is unquestionably the most difficult prediction question I've ever answered. It's not going to be a good year. Search is not going to get better.
The publishers that will win will prioritize real-life accounts, understand their audience and create experiences that transcend generic search. Branded products. An injection of personality. Less keyword-focused and more experience-focused. I think it's about becoming less reliant on search and capturing customer data.
Diversification is our best option, but the Google spam updates have pulled the rug out from under us to some degree. We need to pull together to sign profitable deals with AI companies. And paywalls. This year will, I think, be the year of the paywall. People need to be prepared to pay for news again, which is difficult when we're still in something of an economic crisis.
The good news is people will always pay for real expertise and experience. People buy from people, not brands — at least, not exclusively. Anyone who can encourage journalists to build personal brands and go the extra mile will be the big winners.
AI Overviews will get better and we will stop worrying about them. Either because other fires are bigger or because they make very little difference to traffic. AIO will become a featured snippet with bells on.
Harry is the SEO Director for The Telegraph.
John Shehata
AI-generated content is set to dominate evergreen queries, particularly straightforward, informational ones. However, news thrives on freshness, trust and expertise. NewzDash’s analysis of AI Overview visibility in Google Search for trending news found that only 3.9 per cent of searches triggered AI Overviews (mainly in health news), while 96.1 per cent did not. AIO struggles with the recency and dynamic nature of news, making it unlikely to replace journalists. Instead, it could enhance experiences with personalized summaries or diverse perspectives. Publishers should focus on niche expertise, timely updates and unique angles to maintain relevance.
Google’s growing emphasis on its own shopping features, like product carousels and AI summaries, poses a significant challenge for affiliate publishers. That said, affiliates won’t disappear, but must evolve. Publishers should focus on affiliate content that is within their core offerings. They should also focus on exclusive deals and integrating their affiliate strategies with emerging platforms like Google Discover and social commerce to stay competitive. The key is to focus on user experience, providing genuine value beyond just affiliate links. Think in-depth reviews, comparisons and original content that truly helps users make informed decisions. This builds trust and loyalty, making affiliate links a natural part of the experience.
Competing with Google’s SERP features is challenging, but publishers can excel with pre-, during and post-tentpole strategies: live updates, in-depth reporting, diverse perspectives, exclusive insights, multimedia content and original analysis. Focusing on long-tail keywords, niche angles and the human element can differentiate content. Building direct connections through newsletters, apps and alternative platforms reduces dependency on Google.
As zero-click searches and AI-driven features increase, publishers must optimize for visibility in spaces like AIOs and Discover, while creating pathways to their sites. Direct audience engagement, subscriptions and memberships are crucial for long-term sustainability, offering resilience against decreasing ad revenue.
John is founder and CEO of NewzDash.
Joy Johnston
Google search ranking opportunities will continue to diversify in 2025. News publishers should think beyond the Top Stories news box and review their visibility data and optimization strategies for search features like the Knowledge Panel and Perspectives carousel. We have seen a growing number of Trisolute News Dashboard publisher clients who are keen on tracking these features. Our 2024 research shows that while social media platforms appear prominently in the Knowledge Panel and Perspectives, news publishers still account for approximately half of the top ten performers in visibility rankings.
Whether it's optimizing for Knowledge Panels, Perspectives, Discover or AI Overviews, understanding entity authority and search intent will be critical in 2025. Showcasing authorship and expertise is essential. Review the Google visibility data of the entities you frequently cover. Consider underperforming entities for a content strategy pivot or optimization overhaul. On the flip side, explore entities you haven't covered as frequently and consider expanding coverage for top performers. Craft the type of original, informative and engaging content that Google users are seeking, with an emphasis on providing a high-quality multimedia experience that resonates — not just in search, but on social media platforms that have demonstrated a growing presence in Google search rankings.
Joy is a news SEO Strategist for Trisolute News Dashboard.
Louisa Frahm
With the rise of AI overviews, SEO strategists must redefine what success looks like in 2025.
Over the last several years, Google has been increasingly taking over more top shelf SERP space with Knowledge Panels during marquee events like elections and awards shows. AI Overviews have taken that trend to the extreme with their prime placement, and that dominance is only going to grow further. To manage this development, I am committed to a comprehensive content strategy that can both connect with readers and optimize visibility outside of AIOs.
To sync with AI Overviews, create content around both short and simple queries and long-tail, specific searches to meet the needs of a wide range of audiences. We need to consistently answer trending and evergreen questions in our content, driving home our E.E.A.T toward different subjects. With AI inaccuracies, publishers have an opportunity to establish greater one-on-one trust with readers. Straightforward FAQ and bulleted list approaches can help appeal to AI Overviews. Though we should think about AI Overview opportunities, we can't rely on SERPs as our primary indicator of positive performance.
The one-stop goal of appearing on the first page of SERPs is no longer reliable or productive. We need to expand our scope to maximize visibility as top shelf space in Google becomes more limited. We should think of search trends as a trigger point for supplemental recirculation. An excellent piece of search-driven utility content can go beyond the SERPs and drive traffic on an app, homepage, social, newsletters and other platforms. With the uncertainty of the SERPs, it's more important than ever to collaborate with audience engagement teams across our newsrooms to give SEO content more opportunities to shine.
Louisa is the SEO Director for ESPN.
Oleg Korneitchouk
Offsite: More people are getting their news from influencers on established platforms. Be there — either as an influencer, or with an influencer.
Encourage your writers to share, like and comment on anything you post to get an algorithm boost. Ideally, promote authors to have them build direct relationships, establish their expertise and show off their voice in a more relaxed setting.
Alternatively, find influencers who already have that relation with your target audience, and find a way to have them promote you.
Onsite: Encourage community engagement by promoting commenting, polls, surveys, feedback, creating personalized experiences and hosting events (virtual or otherwise). Build a personal relationship with your readers, giving them an incentive to revisit you as opposed to anyone else.
On a more technical note, with the hyper growth of AI generated content in the last two years, Google has really peeled back on what pages it chooses to crawl and index. As a result, technical SEO is more important than ever to make sure crawlers are able to properly discover, crawl, index and understand the contents of the pages on your site that matter most.
I say all this fully aware that publishers today need to do more with less than ever before, in an increasingly hostile environment.
You must leverage new AI and tech tools to be efficient, but never outsource your voice.
Oleg is a News Publisher Consultant.
Scott Purcell
As we approach 2025, the news SEO landscape continues to evolve, with several transformative trends shaping strategies for publishers and marketers alike.
AI-driven personalization: AI search engines and answer-focused platforms like ChatGPT are reshaping visibility. Publishers must prioritize building topical authority and creating content that aligns with Google's E.E.A.T guidelines to stand out in a fragmented, algorithm-driven ecosystem.
First-party data as a cornerstone: With third-party cookies phasing out, first-party data strategies will become non-negotiable. Publishers leveraging registration walls, memberships and exclusive content will gain an edge in retention and targeted advertising.
Quality over quantity: The decline of social media referrals and Google’s AI Overviews signal the end of the traffic era. Publishers must shift focus to the depth of engagement, creating rich, original content that fosters community and encourages direct user interaction.
Regulatory shifts in news and content compensation: Global legislative efforts, like Australia’s News Media Bargaining Code, indicate a push for fair compensation in the digital content space across search, social platforms and AI models scraping content. This could present opportunities for publishers to thrive — or at least secure some much-needed funding.
Gone are the days when pumping out generic, SEO-targeted content was enough. The market is flooded with low-quality, AI-generated content. This saturation makes it harder for generic pieces to stand out, leaving publishers to compete on quality and originality rather than volume or keyword optimization.
The future of publishing SEO lies in authenticity, community engagement and adaptability. By embracing these changes, publishers can ensure relevance and growth in the dynamic digital landscape.
Scott is the co-founder of Man of Many.
William Flannigan
The biggest SEO risk for publishers in 2025 is complacency.
The past year was rough on Google and news publishers: core updates, manual actions, departing talent, legal battles, Reddit’s domination of the SERPs, a massive leak, degrading search results and AI Overviews. As Wired said: “It’s the end of Google search as we know it.”
I think Wired is right — but “as we know it” is key.
Google has to innovate in big ways in 2025 or it risks losing Gen Z and Alpha to TikTok and other platforms, forever. “Googling” is for old people, no cap. Google knows this.
Google will iterate SERPs to be more visual and useful for users who are more interested in what influencers have to say than news brands. The company may take this opportunity to increase personalization, thus upping its rizz for youngsters while keeping things Ohio for us older folk.
Expect more competition for the dwindling real estate for text-based news on search results.
In 2025, we’re chasing fewer, more meaningful clicks. Publishers need to double down on what makes them unique. Think holistically about SEO. It’s more than text. It’s videos on YouTube, the comments and authors’ presence outside of your brand. Off-platform SEO will present many more surfaces on which to compete.
Holistic SEO requires coordination between visuals, video, audio, social media (TikTok), user-generated content and long-form, text-based journalism on-platform.
After 2024, everyone in the SEO community probably looks like Mike Tyson in the eighth round — we still have the drive in us, but we’re tired, dammit! If 2024 was the year we took our licks, 2025 is the year we need to keep on ticking.
Publishers who embrace innovation, avoid complacency and commit to holistic strategies will be in a position to thrive. It’s not if SEO will change in 2025 — it’s if you’re willing to change with it.
William is a Senior SEO Editor for the Wall Street Journal.
Vahe Arabian
With the advent of AI Overviews, many publishers obfuscate the importance of Top Stories traffic for generating awareness and topical authority.
Brand-led SEO will be front and centre in 2025.
Leveraging branded search: Focus on ranking for branded search queries (for example, "[Brand Name] reviews" or "[Brand Name] Reddit"). Optimize content around customer testimonials, product FAQs and brand-specific guides.
Integration of other channels: Prioritize user experience across navigations and different channel content — like email and search — to contribute to brand lift and retention.
Relying on SEO only is a big risk. Don't be afraid to take bolder steps that cater to your audience's needs, such as creating events and apps that can build your brand for the long term.
Vahe is the Founder and Director of State of Digital Publishing.
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RECOMMENDED READING
Google news and updates
🤖 Google: Introducing Gemini 2.0: our new AI model for the agentic era.
🤖 Google Gemini 2.0 is coming to Search and AI Overviews, which should help AIO handle more complex topics and multi-step questions.
🤖 Barry Schwartz for Search Engine Land: Google’s fourth core update of 2024 is rolling out now.
🤖 Google Search Console is rolling out new date controls, including a new hourly view of the data.
🤖 The November core update seemed to have less of an impact than the August core update.
🤖 Google Search Console Insights will no longer show data from Google Analytics.
Even more recommended reading
🍔 The New York Times: Google’s chief executive Sundar Pichai rejects the idea that rivals were set to eat into the company’s dominance in search.
⌨️ Press Gazette: Business Insider tech chief on how AI helps the brand “to do a bit more to punch above our weight class.”
🍽️ Olaf Kopp: Decoding E.E.A.T to understand Google's quality assessments: A comprehensive guide.
🌉 Gianluca Fiorelli: Here’s how SEO helps bridge the gap between branding and search engine understanding.
🔍 Matt G. Southern: Reddit is testing a new feature called"Reddit Answers" which is powered by AI.
🗑️ Lily Ray: ”Pages hit with Site Reputation Abuse manual actions can still — apparently — appear in AI Overviews nearly 3 weeks after being penalized. So I guess that's a fun tidbit about how AIO works.”
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Written by Jessie Willms and Shelby Blackley