SEO Best Practices: What to Consider in 2025
If you’re running a website, you’ve probably heard that SEO is essential – but staying on top of evolving best practices can be a challenge. Search engine algorithms change frequently, and what worked a year or two ago may not be enough today.
At Studio22, we help Australian businesses optimise their websites not just to rank higher in search results, but to convert visitors into customers. Whether you’re starting from scratch or looking to fine-tune your current strategy, this guide breaks down the latest SEO best practices for 2025 and what to prioritise if you want to stay ahead.
Understanding SEO in 2025: What’s Changed?
In 2025, Google’s algorithm continues to focus on user experience, content quality, and mobile-first design. With advances in AI-driven search (like Google’s Search Generative Experience), ranking is no longer just about keywords – it’s about providing value, structure, and relevance.
Some of the key ranking factors this year include:
- Page load speed and core web vitals
- Mobile usability
- Structured data and schema markup
- Content helpfulness (as determined by search intent)
- Internal link structure
- Backlink quality (not just quantity)
While these might sound technical, many of the most effective SEO improvements begin with the basics and can be implemented by small businesses and startups with the right strategy.
Start with Smart Keyword Research
Every successful SEO strategy starts with targeted keyword research. You want to understand what your customers are searching for and how they phrase their queries, then reflect that language naturally on your site.
Tips for effective keyword planning:
- Use tools like Google Keyword Planner, SEMrush, or Ubersuggest
- Look for long-tail keywords that match your niche (e.g., “eco-friendly furniture in Perth” instead of just “furniture”)
- Check your competitors’ keyword use and ranking
- Align keywords with search intent – informational, transactional, or navigational
Our team of experts often recommend grouping keywords by intent and page type. For example, your homepage might target broad service terms (“Digital marketing agency Perth”), while a blog post can go deeper with educational phrases (“How to improve your Google ranking in 2025”).
On-Page SEO: Titles, Headings, and Image Optimisation
Once you’ve identified your keywords, the next step is to ensure they’re used correctly across your site.
Here’s a basic on-page SEO checklist for each page:
- Meta Title: Include your primary keyword near the beginning and keep it under 60 characters.
- Meta Description: Write a clear summary of the page with a call to action (under 160 characters).
- H1 Heading: Use your keyword naturally in your main heading, and only use one H1 per page.
- Subheadings (H2/H3): Break content into sections using subheadings. Include secondary keywords where relevant.
- Image Alt Text: Every image should include descriptive alt text for accessibility and SEO.
- URL Slugs: Keep URLs short, readable, and keyword-relevant (e.g., /seo-best-practices instead of /page?id=1234).
Well-structured pages are easier for search engines to crawl and easier for users to read.
Internal Linking and Site Structure
One of the most overlooked elements of website optimisation is how your pages link to one another. A clear internal link structure helps Google understand your site hierarchy and distribute page authority.
Best practices include:
- Linking from high-traffic pages to new or underperforming ones
- Using descriptive anchor text (e.g., “our SEO services” instead of “click here”)
- Creating topic clusters – linking related blog posts and service pages together
- Including a sitemap for better crawlability
At Studio22, we recommend starting with conducting a site audit. This helps identify orphaned pages (with no links pointing to them), broken links, or loops that can confuse both search engines and users.
Content is (Still) King – But It Must Be Consistent
Google’s recent updates prioritise helpful, original, and regularly updated content. Gone are the days of keyword stuffing and generic blog posts. To rank in 2025, your content must show expertise, authoritativeness, and trustworthiness (EEAT).
Here’s how to do it:
- Publish content that answers real customer questions
- Use internal data, case studies, or first-hand experience
- Update older posts regularly to maintain freshness
- Optimise for featured snippets (think bullet points, tables, or definitions)
Blogging is one of the most effective ways to increase keyword coverage, attract backlinks, and show that your site is active. Aim for at least one high-quality post per month – and make sure it’s written with SEO in mind.
Don’t Forget Technical SEO
Technical SEO is the foundation that supports all your content and on-page work. In 2025, it’s more important than ever to make sure your website is technically sound.
Here are some quick wins:
- Page speed: Use tools like Google PageSpeed Insights to check and improve load time.
- Mobile responsiveness: Ensure your design adapts well to all screen sizes.
- SSL certificate: HTTPS is a must for security and rankings.
- Schema markup: Helps Google understand your content and show rich results.
- Crawlability: Submit your sitemap to Google Search Console and check for indexing errors.
If these tasks feel daunting, don’t worry – our team can run a full technical audit and resolve any issues behind the scenes.
Track Your Progress and Adjust
SEO isn’t a set-and-forget process. It requires regular monitoring and updates to stay ahead of algorithm changes and shifts in user behaviour.
Essential tools to track your SEO performance:
- Google Analytics 4: Understand how users find and interact with your site
- Google Search Console: Monitor keyword rankings, indexing status, and technical health
- Ahrefs/Moz/SEMrush: For backlink tracking, site audits, and competitor insights
Set clear goals (e.g., increase organic traffic by 20% in 6 months), track your rankings, and adjust your strategy based on real data.
Why It Matters for Australian Businesses
Whether you’re a local tradie in Fremantle or a nationwide retailer, showing up in local search results is essential for business growth. With increasing competition and more users relying on Google to find everything from services to events, SEO can be the difference between being discovered or overlooked.
Our bread and butter is SEO for Australian businesses, tailoring our strategies to local search intent, industry-specific challenges, and evolving best practices. We understand how to balance global SEO principles with a hyper-local focus that gets results.
SEO That Works Long-Term
Effective SEO takes time, but the results are long-lasting. By following these SEO best practices and maintaining a consistent approach, your website can climb the rankings, attract more qualified leads, and convert them into loyal customers.
Ready to optimise your website for 2025 and beyond? Speak with the team at Studio22 to build a strategy tailored to your goals, industry, and audience.