Insights 10 SEO mistakes to avoid in 2025

We’re just reaching six months into 2025, and if there’s one thing we know for sure, SEO never stands still. 

Between AI obsession, shifting consumer behaviours, and a growing expectation for brands to provide real value, the rulebook is being rewritten in real time. And while some best practices remain timeless (yes, content is still king!), others are evolving fast.

It doesn’t matter whether you’re in-house or agency side; here are the top SEO mistakes you’ll want to avoid and what to do instead.

1. Writing for algorithms

It's easy to forget that writing for search engines isn't all keywords and links. You have to be relevant. If your content is keyword-stuffed, lifeless, or written in a way that no actual human would ever say, it’s going to tank your engagement and, eventually, your rankings.

What to do instead:

Use keywords naturally and write with empathy. Write for humans first. The best way to write for algorithms is to focus on solving problems and answering real questions, and, in turn, your content will both perform and connect better. Google is always looking for helpful content, rather than just stating the facts. 

2. Ignoring AI-powered search

With tools like Google’s Search Generative Experience (SGE), search is transforming every day. It’s more conversational, contextual, and geared toward direct answers. If you’re only optimising for old-school keyword matches, you’ll soon miss out on easy wins. 


What to do instead:

Optimise for topic clusters and user intent instead. Answer questions clearly, add value early in the content, and structure your content for featured snippets and voice search. And, as Generative Engine Optimisation (GEO) continues to create lead opportunities and boosts website visibility, AI is not something that can go ignored for much longer. It’s better to use it as a support tool than not at all. 

3. Shallow content

Still pushing out 300 word blogs to tick a box? You’re not alone, but it’s just not cutting it anymore. 

Google’s Helpful Content update is actively rewarding content that goes deep beyond the surface and punishing content that feels surface-level or generic.


What to do instead:

Invest in original, expert-led content. Include examples, data, opinion, and depth. Make it worth someone’s time to read! 

4. Neglecting E-E-A-T

Experience, Expertise, Authoritativeness and Trust. Google’s E-E-A-T principles matter more than ever, especially in sectors like finance, health, and law. But, even in B2B and lifestyle sectors, trust signals are critical.


What to do instead:

Use named authors, add bios, include sources and references. Showcase reviews, testimonials, and credentials where it counts.

5. Slow site speed and poor UX

It’s 2025, and no offence, but no one’s waiting six seconds for your page to load. And if they do get there, they expect a seamless, intuitive experience.


What to do instead:

Make sure your site is responsive, easy to navigate, and accessible across devices. Technical SEO is the foundation; don’t treat it as an afterthought.

6. Forgetting about search intent

Ranking for a term is meaningless if it’s not what your audience is searching for at that moment. Matching the wrong content type to the wrong query is a fast-track to bounce town.


What to do instead:

Think like your audience. If they’re searching for “how to choose a CRM,” they probably want a guide, not a sales page. Map your content format to the stage of the funnel.

7. Failing to optimise for branded search

Your name is your most important keyword, and often, somehow,  the most neglected. If people are Googling your brand and finding outdated content, competitor ads, or confusing pages, that’s a problem.


What to do instead:

Own your brand SERP. Optimise your homepage, About page, and key landing pages, and don’t forget to keep your Google Business profile and social bios up to date.

8. Overlooking video and visual search

It might seem wild, but TikTok is now considered a search engine, and Gen Z are asking questions and expecting instant, visual results. So, if your SEO strategy is all text and no texture, you’re missing a trick.

What to do instead:

Incorporate short-form video, image carousels, infographics and even product demo clips. Optimise visual content with metadata and alt text. Think multi-format, not just multi-channel.

9. Not updating old content

That blog from 2021 might be getting traffic, but is it still true? Outdated content can drag down your domain’s authority and confuse your readers.

What to do instead:

You should always audit your top-performing content quarterly by updating stats, reworking sections for clarity, and re-optimising for new keywords or intent.

10. Treating SEO like a tactic, not a strategy

SEO isn’t something you “add on”,  it’s part of how your brand shows up. If you’re creating content without an SEO strategy (or doing SEO without understanding the brand), it’s never going to deliver long-term value.

What to do instead:

Connect SEO to your business goals. Build a strategy that aligns with your audience, content pillars, and brand positioning. Know what you’re aiming for, and why to get real, tangible results. 

Expertise that evolves 


Yes, much to our dismay the algorithms will keep changing. But the fundamentals stay pretty steady. Don’t forget: useful content, clean performance and most importantly real connection.

At The Escape,  we help brands create SEO strategies that are built to last. If you're not sure where to start (or suspect you're making a few of these mistakes), we want to help you fix it. Get in touch with us today to discover more about how our services can align with your strategy.