SEO Expert Guide 2025: Create Your Marketing Plan That Converts
- JB Impact
- Jul 17
- 12 min read
Creating an effective SEO marketing plan in 2025 has become more crucial than ever in an ever-changing digital landscape. This past year has been one of the most disruptive in SEO history, radically transforming our approach to SEO strategy.
Indeed, while Google maintains its dominance with 90.15% market share, we are seeing fundamental changes in user behavior. Zero-click searches now account for 60% of Google queries , where users find their answers directly in search results without visiting websites. Meanwhile, generative artificial intelligence is experiencing explosive growth, with ChatGPT expected to reach 400 million weekly users worldwide in 2025 – doubling from 200 million in August 2024.
Thus, a well-structured SEO strategy remains essential for online success. The approach we share in this guide has helped some experts reach 571,000 monthly organic visitors to their website. Additionally, according to a study published on the Moz blog by Stone Temple Consulting, links remain highly correlated with Google's first-page rankings.
In this expert guide, we'll reveal how to build a comprehensive SEO marketing plan for 2025. We'll explore emerging trends, optimization techniques for new technologies, and content strategies that actually convert. Whether you use Wix or another platform, you'll discover practical tips for adapting your SEO to the age of AI and voice search.
Define your SEO strategy in 2025
Image Source: Digital Silk
In 2025, a well-defined SEO strategy is no longer an option but an absolute necessity for your business. According to recent data, 68% of all website traffic comes from online searches [1] . Given this, defining a clear strategy becomes the fundamental element of your digital success.
Why an SEO strategy is essential today
In an environment where nearly 96.55% of online content gets no organic traffic from Google [2] , having a structured SEO strategy makes all the difference. In fact, organic search generates an impressive 53.3% of all website visitors, far surpassing the 27% that comes from paid search [2] .
Furthermore, 88% of marketers with an SEO strategy plan are on track to increase or maintain their investment in 2025 [2] . This is simply explained: your notoriety and popularity depend entirely on the effectiveness of your SEO marketing strategy [3] .
With the rise of AI interfaces reducing the space available in search results, a strategic and data-driven approach becomes essential [4] . Notably, transactional and navigational queries display the lowest rates of zero-click searches, which represents a significant opportunity [4] .
The objectives of an SEO marketing plan
An effective SEO marketing plan generally relies on three main levers:
Improving your site's positioning and visibility in search results
Acquiring qualified traffic to your website
Obtaining a satisfactory return on investment [3]
To be successful, your SEO goals must be SMART : Specific, Measurable, Achievable, Realistic and Time-bound [5] . So, instead of vaguely aiming for "more traffic", set specific targets like "increase organic share of voice by 20% in 12 months" or "reach €10,000 in sales from organic traffic by month 6" [5] .
These SEO goals should align perfectly with your business goals. For example, if you want to increase your revenue by 15% in a specific geographic area over the course of a year, your SEO strategy should specifically target that local market [3] .
Differences between marketing SEO and technical SEO
Marketing SEO and technical SEO are complementary but distinct in their approach and goals. On the one hand, marketing SEO is the entire process of improving your site to rank higher in search results without paying for ads [6] .
On the other hand, technical SEO focuses on optimizing your site's infrastructure so that search engines can find, understand, and store your pages [6] . This is one of the main foundations on which your digital marketing actions are then based [3] .
A comprehensive SEO strategy in 2025 must cover four major types of optimizations:
Technical optimizations of your website
Content optimization (on-site SEO)
Off-Site SEO
Optimizing performance and user experience [7]
Note that contrary to popular belief, SEO is not free. According to a study by Backlinko, small businesses spend between CAD 139.34 and CAD 6,966.80 per month on SEO services [6] . However, compared to paid marketing, SEO remains more profitable in the long run since it does not require paying for each click [6] .
Keyword research and search intent
Image Source: Cleartail Marketing
Keyword research isn't just a technical step in your SEO marketing plan; it's the foundation upon which any effective content strategy is built. In 2025, with the evolution of algorithms like Google's BERT and MUM, understanding the intent behind queries has become essential to stand out.
Using Keyword Research Tools in 2025
To identify the most relevant terms for your audience, several specialized tools are particularly effective. SEMrush and Ahrefs remain essential references, although their monthly cost is around 100 euros [8] . For more limited budgets, Ubersuggest offers free keyword analysis features, while offering premium options starting at 12 dollars per month [8] .
Google Keyword Planner remains an essential free tool for discovering popular queries and obtaining precise data on their monthly search volume [9] . In addition, don't neglect Google's autocomplete, which often reveals expressions searched by Internet users and can direct you to relevant visual content [10] .
For long tail queries, tools like Answer The Public or KWFinder are particularly good at identifying the questions your target users are asking [11] .
Understanding the intent behind each request
Search intent is the fundamental reason why an Internet user types a query. According to statistics, Google records nearly 7 billion queries daily, of which 15% (500 million) are new [12] . Faced with this volume, Google's algorithms now seek to understand the deep intention behind each search.
We generally distinguish four main types of intentions:
Informational : the user seeks information on a subject (questions, definitions, explanations)
Navigational : the Internet user wants to access a specific site or page
Commercial/Comparison : reflection and evaluation phase before purchase
Transactional : clear intention to purchase or take immediate action
Added to this are geolocated searches ("visit-in-person") which concern a specific place or service [12] . Understanding these intentions is crucial, because a study indicates that if your content is technically perfect but does not meet the right intention, your chances of ranking well are low [4] .
Leveraging long tail queries for more conversions
Long tail keywords (specific expressions of 3 to 7 words) represent more than 70% of queries on the web [1] and generate a conversion rate 2.5 times higher than generic terms [1] . These precise queries attract qualified traffic because they often correspond to an advanced purchase intention.
Optimizing for these specific keywords becomes especially profitable since they are less competitive. For example, targeting “best phone for photography 2024” rather than just “phone” allows you to attract visitors with specific intent [13] .
To identify these opportunities, analyze Search Console and Google Analytics to discover long-tail queries that are already driving traffic to your site [14] . Then, create targeted content around these phrases to maximize their conversion potential.
Create SEO content that converts
Image Source: ThatWare
To achieve concrete results with your SEO strategy , the quality of your content is now the determining factor. Beyond simple positioning, it is the conversion of visitors into customers that demonstrates the true effectiveness of your SEO marketing plan.
Structure your content around thematic clusters
Topic clustering is an advanced technique that organizes your pages around central and related keywords. This approach involves creating a pillar page (main content) surrounded by satellite pages that delve deeper into specific aspects of the topic [15] . Furthermore, this method significantly improves your SEO by demonstrating to Google your in-depth expertise in a specific area.
To implement this strategy, first identify an important pillar keyword, then create satellite content around associated long-tail keywords [16] . This architecture strengthens your internal linking and signals to search engines that the topic is fully covered [17] .
Optimizing for EEAT: Expertise and Trust
Google recently added "Experience" to the already existing criteria (Expertise, Authority, Trustworthiness), thus forming the EEAT [18] . This evaluation framework is particularly important for YMYL (Your Money or Your Life) topics that can affect users' well-being [3] .
To demonstrate a strong EEAT, include evidence of your direct experience with the topic at hand, such as testimonials, customer cases, or real-life examples [5] . Since trust is key, be sure to provide accurate, sourced, and up-to-date information [18] .
Use structured data to enrich your pages
Structured data is a standardized format that allows you to effectively communicate the content of your pages to search engines. According to one study, pages containing structured data benefit from a 25% higher click-through rate [2] .
Google recommends using the JSON-LD format, which is easier to implement and manage [2] . These tags can turn your search results into "rich snippets," significantly increasing your visibility and conversion rate.
Examples of formats that work: guides, FAQs, comparisons
Certain content formats are particularly effective for SEO and conversion:
FAQs : Question and answer pages, when optimized with relevant keywords and structured data, can generate "rich snippets" in search results [19]
Practical guides provide real added value by guiding the user step by step, thus promoting engagement and sharing [20]
Comparisons generate qualified traffic because they attract visitors in the purchasing decision phase [20]
To maximize the effectiveness of these formats, structure them with optimized titles and effective internal linking [20] . Remember that the main objective remains to respond precisely to the search intentions of your users.
Integrate 2025 SEO trends into your plan
Image Source: Outranking
The future of SEO is shaped by advances in artificial intelligence that are redefining the digital landscape. Anticipating these trends will allow you to stay competitive and adapt your marketing plan to these new challenges.
Optimize for AI Overviews and Zero-Click Searches
Google's AI Overviews are AI-generated summaries that appear above traditional search results. This feature significantly changes user behavior, as 58.5% of Google searches now end without a click [6] . A study by Ahrefs even found a 34.5% drop in click-through rate when viewing an AI Overview [6] .
To optimize your content:
Structure your pages clearly with appropriate HTML tags
Use structured data ( schema.org ) to help AI understand your content
Create FAQs and detailed articles answering common questions
Adapt your content to response engines (ChatGPT, Perplexity)
With over 400 million weekly users for OpenAI [21] , answer engines like ChatGPT and Perplexity represent an essential visibility channel. To be cited in these tools, become a reliable source by multiplying mentions of your brand in credible sources like the press [22] .
The most effective optimizations include creating quality content, schema markup, and obtaining relevant backlinks [21] . However, unlike traditional SEO, there are still few tools to measure performance on these platforms.
SEO on Wix: How to Take Advantage of the Platform
In 2025, Wix is establishing itself as a platform perfectly suited to SEO. To get the most out of it, focus on three main levers: voice SEO, optimized video content and AI applied to writing [23] .
Embed your YouTube videos through Wix's native block and always add optimized transcripts or summaries [23] . Also, check your site's mobile display, as Google now places a lot of weight on the mobile experience [24] .
Measuring Visibility Beyond Google
With search behaviors evolving, an effective SEO strategy must now extend beyond Google. This is called OmniSEO – search optimization everywhere – which encompasses traditional search, AI, social media, and voice search [6] .
This omnichannel approach becomes essential as answer engines like Claude and ChatGPT strive to personalize their responses [6] . The overall visibility indicator is now replacing simple position in the results as the key SEO performance metric [25] .
Track, test and improve your SEO strategy
Image Source: AgencyAnalytics
Continuous monitoring, in-depth analysis, and strategic adjustments are the cornerstones of a successful SEO strategy. To maximize the ROI of your efforts, it's essential to adopt a methodical, data-driven approach.
Set up an SEO performance dashboard
An SEO dashboard functions as a command center that brings together your key performance indicators. Unlike SEO reports that are more detailed, dashboards provide an instant overview of your essential metrics [26] . Your dashboard should include:
Organic traffic, measuring users who visit your site after finding it in search results
Organic click-through rate (CTR), reflecting the attractiveness of your listings in the SERPs
Conversion rate , indicating how many users complete a specific action
Keyword ranking, showing your site's visibility
These metrics allow you to make data-driven decisions, identify optimization opportunities, and understand your audience's behavior [26] .
Conduct regular content audits
A modern website should be treated like a living organism requiring ongoing maintenance [27] . Data shows that a 10-year-old site has an average of 44% outdated content , compared to only 4% for a one-year-old site [27] .
To counter this natural degradation, establish a quarterly audit schedule and carefully analyze key indicators such as bounce rate, traffic sources and time spent on each page [28] . This approach will allow you to identify the topics or categories that attract the most visitors and the types of content that generate the most conversions [28] .
Update your pages based on trends and data
A regularly updated page retains on average 60% of its initial SEO value, compared to only 15% for a page left without maintenance [27] . Furthermore, systematically correcting technical problems can increase organic traffic by 25% on average [27] .
Prioritize updates to pages that generate 80% of your traffic and develop a content pruning strategy for underperforming pages [27] . Regularly updating your content also allows you to stay aligned with the expectations of Google's algorithms, which prioritize recent and relevant information.
Use user feedback to adjust your strategy
Successful SEO strategies in 2025 rely on in-depth analysis of user behavior [7] . Focus on four essential engagement metrics: time spent on page, bounce rate contextualized by content type, content interactions, and navigation paths between pages [7] .
Analyze entry and exit points to understand the complete user journey. AI-powered predictive analytics technologies, like those built into Google Analytics 4, can help you anticipate future search trends and adjust your content strategy based on behavioral predictions [7] .
Conclusion
As we conclude our exploration of SEO strategies for 2025, it's clear that constant adaptation is now the key to SEO success. While the digital landscape is evolving at breakneck speed, this transformation also offers extraordinary opportunities for well-prepared professionals.
Artificial intelligence, far from being just a passing trend, is fundamentally redefining our approach to SEO. Indeed, with Google's AI Overviews and answer engines like ChatGPT generating more zero-click searches, your strategy must evolve to stay relevant. Therefore, companies that adopt a holistic view of SEO—combining quality content, structured data, and technical optimization—will be the ones that thrive in this new ecosystem.
Furthermore, thematic clustering methodology and the focus on EEAT demonstrate the growing importance of expertise and trust. Algorithms now consider not just well-placed keywords, but also the depth and overall relevance of your content.
Your 2025 SEO marketing plan must also incorporate an omnichannel approach, going beyond Google to encompass the various platforms where your audience searches for information. This omniSEO strategy undoubtedly represents the future of SEO.
Finally, remember that SEO is never "done." Regular audits, user behavior analysis, and content updates are the foundation of a sustainable strategy. As you refine your approach, your results will gradually improve, generating a significant long-term return on investment.
Regardless of your business size, now is the time to implement these advanced strategies. Start by setting SMART goals, creating content that accurately addresses search intent, and staying abreast of technological developments. Your SEO success in 2025 and beyond will depend on your ability to combine technical expertise, quality content, and continually adapt to new trends.
FAQs
Q1. What are the main SEO trends to watch in 2025?
Major trends include optimizing for Google's AI Overviews, adapting to answer engines like ChatGPT, the growing importance of EEAT (Experience, Expertise, Authority, Trustworthiness), and the OmniSEO approach that goes beyond Google.
Q2. How to effectively structure content for SEO in 2025?
Thematic clustering is recommended. Create a pillar page on a main topic, surrounded by satellite pages that delve deeper into specific aspects. This structure reinforces your expertise in the eyes of Google and improves your internal networking.
Q3. How important are long tail keywords in an SEO strategy?
Long-tail keywords are crucial because they represent over 70% of search queries and generate a conversion rate 2.5 times higher than generic terms. They attract more qualified traffic and are generally less competitive.
Q4. How to optimize your site for zero-click searches?
To accommodate zero-click searches, clearly structure your pages with appropriate HTML tags, use structured data ( schema.org ), and create detailed FAQs and articles that directly answer common user questions.
Q5. What is the recommended frequency for SEO audits?
It's recommended to establish a quarterly audit schedule. Regularly analyze key metrics like bounce rate, traffic sources, and time spent on each page. This practice helps identify optimization opportunities and maintain your site's SEO performance.
References
[2] - https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data?hl=fr
[18] - https://www.searchenginejournal.com/google-eeat-how-to-demonstrate-first-hand-experience/474446/
Comments