SEO Strategy 2025: The Secrets Experts Don't Share
- JB Impact
- Jun 15
- 18 min read
Did you know that Google changes its SEO strategy and ranking criteria more than 500 times a year ? This reality makes mastering natural SEO particularly complex, even for the most seasoned experts.
We've found that with 51% of website traffic coming from organic searches, SEO is becoming essential in any effective digital strategy. This is even more crucial in France, where Google holds 94% of the market share (compared to 92% worldwide). Well-optimized SEO not only guarantees you better visibility, but also a significant increase in your traffic and revenue!
The technical aspect of SEO lays the foundation for your site to be discoverable and indexable by search engines. Loading speed becomes a determining factor, especially considering that 70% of pages take 7 seconds to display visible content on the screen. With Google's Mobile-First index, a mobile-optimized site is no longer optional but essential.
We're going to reveal the SEO techniques that experts jealously guard for themselves. From basic strategy to 2025 trends, such as the integration of artificial intelligence into Google's algorithms and the emergence of SXO (Search eXperience Optimization), you'll discover all the tools you need to propel your site to the first page!
THE BASICS OF AN EFFECTIVE SEO STRATEGY IN 2025
Image Source: ThatWare
To dominate the digital world in 2025, a solid SEO strategy is the backbone of any successful online presence. SEO is constantly evolving, and we adapt our methods to meet the new demands of search engines.
01 UNDERSTANDING THE EVOLUTION OF ALGORITHMS
By 2025, Google's algorithms have matured considerably. Artificial intelligence now plays a crucial role in content analysis, with Google MUM (Multitask Unified Model), which understands the context of queries with unparalleled accuracy. Forget old SEO optimization practices based solely on keyword density!
The BERT algorithm continues to refine its understanding of natural language, making truly useful and relevant content more important than ever. Your content must accurately answer users' questions while providing significant added value.
One of the major shifts is the importance of user experience (UX) in SEO ranking . Core Web Vitals, metrics that measure your site's speed, responsiveness, and visual stability, have become key factors in ranking. A slow or difficult-to-navigate site will be systematically penalized, even with exceptional content.
Google now prioritizes content expertise, authority, and trustworthiness (EAT), particularly for YMYL (Your Money Your Life) queries related to health or finance. Our experts recommend creating content from true experts in the field.
02 WHY SEO REMAINS ESSENTIAL
Despite the constant emergence of new marketing channels, SEO remains the cornerstone of any effective digital strategy. Did you know that nearly 68% of online experiences begin with an engine search? This makes SEO the primary generator of qualified traffic.
SEO offers an exceptional return on investment compared to other marketing channels. While the cost of acquiring a customer through paid advertising is constantly rising, well-ranked content continues to generate traffic for years after its publication!
In the age of voice assistants and mobile search, SEO is becoming even more crucial. Around 30% of searches are now done without a screen , via assistants like Alexa or Google Assistant. These voice searches favor sites that appear at the top of the results, reinforcing the importance of a tailored SEO strategy .
Good SEO also improves your brand's credibility. Users trust sites that appear naturally on the first page more than paid ads. This increased trust translates into higher conversion rates and improved customer loyalty.
03 DIFFERENCES BETWEEN SEO AND SEA TODAY
In 2025, the line between natural search engine optimization (SEO) and paid search (SEA) has shifted considerably. The space dedicated to paid ads on search results pages has decreased, with Google placing greater emphasis on relevant organic results.
However, SEA still offers the advantage of immediate results, while SEO requires several months to produce significant results. We often recommend a hybrid approach, using SEA to generate traffic quickly while your SEO strategy is gradually rolled out.
Targeting is another distinguishing aspect. While SEA allows for highly precise targeting based on demographics and behaviors, SEO primarily attracts users based on their search intent. This fundamental difference influences the type of content to create and the SEO tips to apply depending on your business objectives.
In terms of investment, SEO requires constant commitment and regular adjustments, while SEA requires a perpetual budget that stops as soon as you stop paying. A solid SEO strategy is therefore a long-term asset for your business, while SEA is an ongoing expense.
Our experts found that the skills required to excel in these two fields differ considerably. SEO requires a deep understanding of content, technique, and link building, while SEA requires more skills in data analysis and conversion optimization.
SEO TOOLS THAT EXPERTS SECRETLY USE
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In our arsenal of SEO experts, certain sophisticated tools make all the difference between an ordinary strategy and an exceptional one. These solutions, often unknown to the general public, allow us to analyze and optimize every aspect of SEO with surgical precision.
Advanced Google Search Console
Beyond the standard interface, the advanced version of Google Search Console offers powerful features that few professionals fully exploit. We use this tool to precisely identify the organic queries that position your site in the top 100 results [21].
This console also serves as a direct communication interface with Google, alerting you in case of penalties or technical issues [21]. The "Index Coverage" section reveals how Google perceives your site, highlighting indexed pages versus those excluded from the results for various reasons [21]. For effective SEO optimization in 2025, analyzing Core Web Vitals via Search Console becomes absolutely essential [22].
Screaming Frog for technical audit
Our SEO experts use Screaming Frog like a scalpel to dissect a site's technical architecture. This advanced crawling tool allows us to methodically explore every corner of your website [23].
Beyond the free features limited to 500 URLs, the premium version (169€/year) [4] unlocks essential capabilities such as JavaScript analysis, custom extraction and integration with Google Analytics [24]. We use it particularly to detect problems with page titles, meta-descriptions, duplicate or too thin content, as well as to analyze the structure of URLs [23].
Surfer SEO for semantic optimization
Surfer SEO represents a real revolution in content optimization! Its approach based on the analysis of the best-positioned competitors gives us a considerable advantage. The tool analyzes more than 500 signals that have an impact on SEO ranking [25].
Its content editor displays valuable metrics in real time while writing: structure, word count, NLP keywords and recommended images [2]. Surfer generates a list of LSI (latent semantic indexing) keywords that are automatically checked when we integrate them into your text [25].
Additionally, Surfer recently launched powerful AI features like AI Detector to differentiate human content from AI-generated content, and AI Humanizer to make AI-generated texts more authentic [2].
Ahrefs for Competitive Analysis
Ahrefs is our go-to tool for legally spying on competitor SEO strategies. Its massive backlink database allows us to analyze exactly who is talking about your competitors [6].
Its "Link Intersect" tool identifies sites that reference your competitors but not you, thus revealing untapped backlink opportunities [7]. The "Best by links" feature reveals which content formats naturally attract the most links in your sector [7].
Additionally, Ahrefs allows us to spot broken pages (404 errors) of your competitors that still have backlinks, providing the opportunity to create similar content and reclaim those links [7].
AI Automation Tools
Artificial intelligence is radically transforming the SEO techniques we apply. According to one study, more than 80% of marketers now use AI to optimize their SEO content [8].
Tools like NeuronWriter and Outranking leverage semantic analysis to intelligently structure content based on Google's expectations [8]. Other solutions like WordLift use metadata and the Knowledge Graph to help search engines better understand the structure of your content [9].
What sets us apart as SEO professionals in 2025 isn't so much access to these tools as their expert and combined use. Our mastery of these solutions allows us to automate repetitive tasks while focusing our human expertise on strategy and creativity.
KEYWORD RESEARCH: BEYOND SEARCH VOLUME
Keyword research is the foundation of any effective SEO strategy , but we know that targeting high-volume search terms is no longer enough. In 2025, keyword research has become significantly more sophisticated. Our experts now prioritize relevance and quality of traffic over mere quantity.
TARGETING SEARCH INTENT
Search intent is now the heart of successful SEO optimization . This approach involves understanding what the user actually wants to accomplish when typing a query. We generally distinguish four types of intent:
Informational: the user is looking for information (e.g., “how SEO works”)
Navigational: the user is searching for a specific site (e.g. "ahrefs login")
Transactional: the user wants to buy (e.g. "buy iPhone 16")
Commercial-investigative: the user compares before buying (e.g.: “best SEO tool 2025”)
Each intent requires a specific content format. For example, informational queries work best with detailed guides, while transactional queries require optimized product pages with clear calls to action.
Google's algorithms are now sophisticated enough to determine whether your content properly addresses search intent. This is why some technically well-optimized pages fail to rank—they simply don't address what the user is really looking for!
USE LONG TAIL KEYWORDS
Long-tail keywords—specific phrases of three or more words—are a crucial component of modern SEO . While each keyword individually generates little traffic, together they can account for up to 70% of total searches.
These specific expressions have several considerable advantages:
They are generally less competitive, allowing for faster SEO ranking
They attract more qualified traffic because the user knows exactly what they are looking for.
They generally convert better, with conversion rates sometimes three to five times higher than generic terms.
To identify these valuable long tail keywords, we use in particular:
Google's "Related Questions" section
Search suggestions at the bottom of the page
Forum search tools like Reddit or Quora
Analyzing the terms used by your audience on social media
This approach is particularly effective for new sites that struggle to rank for highly competitive terms.
CREATE THEMATIC CLUSTERS
By 2025, grouping content into thematic clusters has become essential in any effective SEO strategy . This method consists of organizing your content around a main topic (pillar) supported by several interconnected secondary content.
Google now favors sites that demonstrate in-depth expertise on specific topics over those that cover a multitude of topics superficially. Topic clusters reinforce this perception of authority by creating a cohesive network of complementary content.
Our experts begin by identifying a pillar topic that corresponds to a generic term important to your business. We then develop satellite content targeting long-tail keywords related to this main topic. Finally, we establish a strong internal link between these different pages.
This thematic architecture presents numerous advantages for SEO :
It significantly improves time spent on site and reduces bounce rate
It makes it easier for crawlers to discover and index your pages
It increases the chances of getting quality backlinks, as visitors find your content comprehensive and authoritative
So, effective keyword research goes far beyond simple search volume analysis to embrace a deep understanding of your users' real needs!
ON-PAGE OPTIMIZATION: THE DETAILS THE PROS DON’T SAY
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On-page optimization is the heart of a successful SEO strategy. However, we've noticed that some crucial techniques remain hidden, jealously guarded by experts. We're going to reveal these secrets that really make a difference in your website's ranking!
STRATEGIC HN STRUCTURING
The hierarchy of Hn tags plays a fundamental role in how search engines understand your content. These tags allow crawlers to quickly identify the structure of your page and the topics you cover.
Our golden rule: use only one H1 per page, representing your main title. This H1 should contain your main keyword to clearly indicate the topic of your content. H2 tags then serve to structure the different sections, acting like chapters on your page.
H3s, on the other hand, subdivide H2s into more specific subsections. Absolutely avoid jumps in your hierarchy (going directly from an H2 to an H4), as this disrupts the way indexing robots understand your structure.
Strategically integrate your keywords into these tags, but be careful not to overdo keyword stuffing! The goal is to create a logical and understandable path for both your users and Google.
SMART INTERNAL MESHING
Internal linking goes far beyond simply inserting links. We consider it a true information architecture that strengthens your SEO positioning by judiciously distributing "SEO juice" between your pages.
A page has limited SEO power. The more links you add to a page, the less power each link transmits to the destination pages. This is why our experts limit the number of internal links per page and place them strategically.
The concept of semantic cocooning is particularly effective for successful SEO optimization. This technique involves grouping content by theme and linking it together, forming a "loop" that constantly redistributes SEO power between pages of the same theme.
Your link anchors deserve special attention. Avoid generic anchors like "click here" in favor of descriptive texts that naturally include your target keywords. However, vary your anchors to avoid over-optimization, which Google easily detects.
META TAGS OPTIMIZATION
Meta tags, while invisible to your visitors, significantly impact click-through rates and how search engines understand your pages. The title tag, limited to 60 characters, should include your primary keyword while remaining compelling.
The meta description acts as a free advertisement in search results. While it doesn't directly impact rankings, a compelling 155-160 character description can significantly improve your click-through rate and, therefore, your traffic!
Our programmers also recommend other essential but often overlooked tags, including the viewport tag for mobile responsiveness and robots tags to control the indexing of your pages.
MULTIMEDIA CONTENT AND UX
Integrating multimedia content goes far beyond aesthetics. It directly impacts user engagement, a factor we know is increasingly important for SEO.
Optimized images significantly increase time spent on page. To maximize their SEO impact, compress them without sacrificing quality, add descriptive alt attributes that include your keywords, and use meaningful filenames.
Videos, on the other hand, can increase time spent on page by up to 88%. To optimize this type of content, we systematically add transcripts and subtitles that help search engines understand your content while improving accessibility.
Ultimately, effective on-page optimization relies on the balance between technical signals sent to search engines and user experience. It's this alchemy that will allow you to achieve lasting SEO results and outperform your competitors!
TECHNICAL SEO: THE SETTINGS THAT MAKE THE DIFFERENCE
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The technical aspect of SEO often marks the line between a page that stagnates and one that climbs in search results. These technical adjustments, while less visible than the content, play a crucial role in your overall SEO strategy .
Loading Speed and Core Web Vitals
We're seeing Core Web Vitals become essential metrics for SEO ranking . These signals measure three fundamental aspects of user experience:
LCP (Largest Contentful Paint) evaluates the display time of the main content
FID (First Input Delay) measures the responsiveness of the page to interactions
CLS (Cumulative Layout Shift) calculates visual stability during loading
Technical analysis of over a million sites reveals that technical performance remains an issue for the majority of websites [10]. These metrics directly influence your ranking, as Google places increasing importance on user experience [11].
With over 60% of searches being done on mobile [12], a mobile-friendly site is no longer an option but an absolute necessity for your SEO !
Indexability and XML sitemap
The XML sitemap file acts as a road map for search engines, telling them exactly which pages to crawl and index. This document lists all the URLs on your site that you want to appear in search results [13].
We particularly recommend this feature for sites that:
Have thousands of pages
Add new content frequently
Suffer from weak internal meshing
Lack strong external backlinks
Warning! Your sitemap should only include pages that are relevant for SEO. Redirected URLs (301), error pages (404), non-canonical URLs or URLs blocked by robots.txt do not belong in this file [13].
HTTPS Security and 404 Errors
HTTPS security issues affect 83.8% of websites [10], posing a major obstacle to their SEO optimization . A secure connection is not only a direct ranking factor, but also a key element of trust for your users.
Contrary to popular belief, 404 errors do not directly affect the ranking of other pages on your site [14]. However, they do harm the user experience and can increase the bounce rate, indirectly impacting your SEO strategy [15].
Unhandled 404 pages waste your "crawl budget," preventing Google from crawling your important pages [16]. For legitimate misspelled URLs, we recommend a 301 redirect to the correct page to capture the intended traffic [14].
Structured data and rich snippets
Structured data provides a standardized language that tells search engines exactly what your content is about. Properly implemented, it transforms your search results into "rich snippets"—those enriched results that attract more attention from your potential customers [17].
Adding structured data significantly improves your click-through rate. Our experts observed the same results as Rotten Tomatoes, which found a 25% increase in click-through rate for pages enriched with structured data [18].
The most effective types include reviews, recipes, events, products, articles, and videos [17]. While this data doesn't directly affect your ranking, it improves Google's understanding of your content and increases your visibility in search results [18].
These technical adjustments, often neglected by your competitors, constitute the invisible but fundamental foundation of any successful SEO strategy in 2025!
NETLINKING: THE REAL METHODS FOR OBTAINING BACKLINKS
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Netlink building is one of the fundamental pillars of any successful SEO strategy. We find that quality backlinks remain among the most powerful signals for improving your search rankings.
Contextual Backlinks vs. Mass Backlinks
Contextual backlinks are naturally integrated into content, in a relevant thematic environment. These links transmit more "SEO juice" because they allow search engines to better understand the relevance of your page [19]. Conversely, mass backlinks, often resulting from questionable techniques, can seriously harm your SEO in the long term.
Make no mistake: quality trumps quantity! In 2025, a diverse link profile from high-authority sites in your field will play a key role in boosting your visibility [20]. These backlinks provide link equity, which is essential for building your credibility with Google.
Targeted guest blogging
Guest blogging remains a particularly effective technique for obtaining quality backlinks. This approach involves writing articles for other relevant sites in your industry [21]. To maximize results, we target sites whose audiences are specifically aligned with your market.
This method not only brings you valuable backlinks, but also generates qualified traffic while positioning you as an expert in your field [22]. However, be careful to vary your anchor texts to avoid over-optimization [23].
Using local directories
Contrary to popular belief, local directories remain relevant for your SEO, especially if your business has a physical presence. Google My Business, Yellow Pages and Yelp are among the most important [24].
Listing on these platforms not only allows you to get quality backlinks, but also significantly improves your local SEO [25]. These directories also generate highly qualified traffic, as users actively search for services in their geographic area.
Competitor Link Analysis
Studying your competitors' backlinks is a real goldmine for your SEO strategy. This analysis reveals exactly which sites have trusted them [2].
Our experts use tools like Ahrefs to analyze their referring domains, ranking them by Authority Score to identify the most influential ones [2]. The "Backlink Opportunities" report uncovers the opportunities you've missed - those sites that are linking to your competitors but not yet to you [2].
This strategic approach will allow you to develop a targeted action plan to gradually strengthen your link profile and gain visibility!
SEO TRENDS 2025 THAT FEW PEOPLE ARE APPLYING
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The constant evolution of search algorithms requires us to anticipate emerging SEO trends . In 2025, certain advanced practices, still little known to the general public, will make all the difference to your online visibility.
Voice search and featured snippets
By 2025, more than 50% of searches will be voice-based [1], completely transforming our approach to SEO. These queries, formulated in natural and conversational language, require specific adaptation of your content.
Featured snippets (or position zero) are particularly strategic since they are often read by voice assistants as the only answer [1]. We recommend structuring your content into clear and concise questions and answers, integrating long-tail keywords and using natural language. Moreover, according to Stone Temple Consulting, nearly 30% of Google searches already display featured snippets [1].
SXO: fusion between SEO and UX
SXO (Search Experience Optimization) represents the perfect fusion of SEO and user experience. Google now favors sites that offer smooth and intuitive navigation, making UX a determining ranking factor [26].
This approach is based on three fundamental pillars:
Truly engaging content
Optimal speed on mobile
Intuitive ergonomics [26]
Our experts have found that sites that offer an exceptional user experience enjoy a significant competitive advantage in Google rankings.
AI-generated content and advanced prompts
Google does not penalize AI-generated content provided it demonstrates expertise, experience, authority, and trustworthiness (EEAT) [27]. However, using AI solely to manipulate rankings is against Google's policies [27].
Mastering advanced prompts thus becomes a crucial skill for your SEO strategy. These precise instructions allow you to generate structured and optimized content, by defining the appropriate tone, keywords and tags [28]. We use this approach for all our clients with impressive results!
SEO video and short formats
Short video formats are radically transforming SEO in 2025. YouTube Shorts, limited to 60 seconds, benefit from increased visibility in search results [3].
To optimize this content, we recommend integrating your keywords into:
The titles
Descriptions
Even in oral speech [3]
YouTube keeps track of what you say with automatic captions [3]. Moreover, these short formats generate high engagement and excellent ROI [29]. You will quickly see the positive impact on your traffic!
CONTINUOUSLY MEASURE AND ADJUST YOUR SEO STRATEGY
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The success of an SEO strategy isn't limited to its initial implementation! We know that effective SEO requires constant monitoring and regular adjustments to maintain and improve your rankings in search results.
Position and traffic tracking
Weekly ranking monitoring is the foundation for assessing your SEO effectiveness. Google Search Console lets you review your impressions, clicks, and average rankings for your target keywords [30]. Our experts also use tools like Ahrefs, which offer dedicated dashboards to track the average rankings for all your keywords [30].
We recommend going beyond simple positions by analyzing Visibility (a metric based on click-through rate) and Estimated Traffic, which represents the potential number of visits to your domain [31]. These indicators allow you to accurately measure your progress and identify opportunities for improvement!
Regular SEO audit
A complete SEO audit is essential to identify all the blocking elements that hinder the performance of your site [5]. We systematically check:
The status of your robots.txt file
The quality of backlinks
Broken links that harm your SEO
Loading speed
Meta tags
The SSL certificate
Mobile adaptability [5]
The ideal frequency varies depending on your activity: every 6-12 months for a showcase site, every 3 months for an e-commerce site [32]. Our clients benefit from personalized monitoring adapted to their specific needs.
Set SMART goals
Your SEO strategy should be based on SMART objectives: Specific, Measurable, Achievable, Realistic and Time-bound [30]. For example:
Increase organic traffic by 50% within 6 months
Acquire 40 new backlinks in the next 4 months
Increase conversions from organic traffic by 25% in one year [30]
These goals create transparency within your company and allow you to concretely measure your return on investment [33].
Adapt your strategy to the results
After implementing our recommendations, you will see a noticeable improvement, generally after several months: increase in natural traffic, conversion rate and turnover [5].
SEO optimization, however, remains an ongoing process. We regularly adjust your existing content, at least annually, to confirm your expertise in the eyes of search engines [34]. In addition, our competitive intelligence helps you stay ahead of your competitors [34].
CONCLUSION
Our exploration of SEO strategies for 2025 allows us to identify several essential elements for your online success. SEO is constantly evolving, and we must adapt our methods accordingly.
The technical side of SEO remains the essential foundation of any effective strategy. Without optimal loading speed and compliant Core Web Vitals, even the most brilliant content will remain invisible. Our experts note that on-page optimization goes far beyond simple keyword placement—it now requires strategic content architecture and carefully planned internal linking.
Keyword research has undergone a revolution! Search volumes, once a priority, are now giving way to search intent and topic clusters. This approach allows you to create content that's perfectly aligned with your users' needs.
Tools like Screaming Frog, Surfer SEO, and Ahrefs are becoming your essential allies in outperforming your competitors. Expert use of these tools allows you to identify opportunities others aren't yet aware of.
We're seeing SXO (Search Experience Optimization), a fusion of SEO and user experience, become the new standard. Voice search and featured snippets are also transforming the way we optimize content, favoring natural, conversational language.
Constantly measuring your results is crucial. Without regular analysis, your SEO strategy risks losing effectiveness in the face of constant adjustments to Google's algorithms.
Ultimately, SEO in 2025 rewards expertise, authority, and trustworthiness more than simple optimization tactics. Above all, your content must provide real value to your users. Sites that prioritize this human-centered approach over algorithms achieve lasting results.
SEO is therefore a profitable long-term investment, provided you adopt a strategic vision and accept its evolving nature. The techniques we've shared give you a head start, but remember that constant monitoring remains your best asset in this constantly evolving field.
FAQs
Q1. What are the key factors for an effective SEO strategy in 2025?
Key factors include optimizing Core Web Vitals, creating content focused on search intent, intelligently using structured data, and adopting an SXO approach that merges SEO and user experience.
Q2. How to optimize your content for voice search?
To optimize content for voice search, structure it into clear questions and answers, use natural, conversational language, incorporate long-tail keywords, and aim for featured snippets that are often read by voice assistants.
Q3. How important is netlinking in 2025?
Netlink building remains crucial in 2025. Prioritize quality, contextual backlinks from high-authority sites in your field. Targeted guest blogging and competitor link analysis are effective strategies for obtaining these valuable backlinks.
Q4. How to measure the effectiveness of your SEO strategy?
To measure the effectiveness of your SEO strategy, regularly track your rankings and organic traffic, conduct periodic SEO audits, set SMART goals, and analyze metrics like visibility and estimated traffic.
Q5. What is the role of AI in SEO in 2025?
AI will play a growing role in SEO in 2025, particularly for content generation. However, it's crucial to use AI ethically, ensuring that the generated content demonstrates expertise, experience, authority, and trustworthiness (EEAT) to be valued by Google.
References
[7] - https://surferseo.com/
[10] - https://www.plateya.fr/blog/detail/10-outils-ia-indispensables-pour-rediger-des-articles-seo-en-2025
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