Digital marketing keeps moving faster and faster, and keeping up with the trends is no longer optional. Blink, and you might miss the next big thing. The Foremost Media team is always paying attention to what’s new and what’s next so we can help businesses like yours stay one step ahead.
We've rounded up the top 10 digital marketing trends that are set to shake things up in 2025, and more importantly, how you can make them work for you.
1. AI-Generated Content vs. Human-Centric Quality
The Trend: Generative AI tools are everywhere, but Google’s Helpful Content update favors content grounded in EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness.
Generative AI tools have truly changed how content is created online, enabling marketers to produce blogs, product descriptions, and social media posts faster than ever before. But, this sudden boom of auto-generated content has raised some red flags about quality, originality, and trust.
Google directly addressed this with its March 2024 Helpful Content update. The update reaffirmed that Google continues to prioritize content that aligns with EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness. In practice, that means content must do more than just answer a question; it should reflect actual real-world experience, be authored by knowledgeable people, and show authority through citations, credentials, or brand reputation.
AI-generated content, while very efficient and convenient, is often short on the human touch unless very closely guided and edited. For example, a blog post about medical advice written by AI with no input from an actual medical professional will likely be outranked by one written or reviewed by a licensed expert. Google's algorithm is now more closely scrutinizing who is writing the content and how it offers unique value. As such, brands need to combine the utility of generative AI with the believability and nuance that can be brought only by human writers to excel in search rankings.
We are not saying, don't use AI. Google is not going after AI content. What Google wants is quality content that is useful and original, whether it’s written by humans or AI or both. In 2023, Google updated their helpful content documentation from “written by people for people,” to “reliable information that's primarily created to benefit people”. AI is a fantastic tool, but you need to use it well.
What It Means: Use AI for structure or ideation, but inject personality and real experience to stand out to audiences and in rankings.
Tip: Include an author bio on every blog post that highlights credentials or relevant firsthand experience to develop and promote trust and transparency. The human role in content recreation is still very real and needed.
2. The Rise of AI Overviews & Search Generative Experience (SGE)
The Trend: Google’s SGE is focusing on AI summaries over traditional listings, meaning less visibility for standard organic results.
We’ve all seen it; Google’s Search Generative Experience (SGE) is now placing AI-generated summaries at the top of the SERP, above traditional organic listings. AI overviews draw information from multiple sources and deliver fast and conversational answers directly on the results page, practically rendering the need to click through to different sites unnecessary.
This change profoundly affects visibility for brands that have always relied on high organic rankings for traffic. Even #1 ranked pages may lose click-through rates since users can now find what they’re looking for in the AI summary alone. The rules of SEO are much different than they used to be, and ranking at the top no longer cuts it.
The road to staying visible now looks like this: using structured data, concise and well-formatted answers, and long-tail keywords that reflect natural spoken language. Showing up in snippets, FAQs, or other structured formats is going to be more important than ever. SGE rewards relevance, authority, and clarity; websites that learn to adapt in this zero-click environment will maintain their edge, and those that don’t risk becoming invisible, even if their rankings remain technically strong.
What It Means: Create content that earns a spot in featured snippets and answers user queries directly.
Tip: Format key paragraphs with clear headers and very concise answers (40–50 words) to increase your chance of being featured in AI-generated summaries or position zero.
3. Topical Authority Through Content Hubs
The Trend: Google's algorithm rewards depth of coverage in a niche via interconnected content hubs.
Google’s algorithm is favoring more and more websites that reflect deep and organized knowledge in a particular subject area, a concept known as topical authority. Rather than rewarding thin, scattered content that covers a vast range of topics, the algorithm prefers interconnected content hubs that explore a single theme or niche in-depth.
A content hub typically includes a central pillar page – an extensive piece of content on a broad topic that links to multiple cluster pages, each targeting a related subtopic. For example, an eco-friendly packaging company might create a pillar page on "Sustainable Packaging Solutions," accompanied by cluster pages on biodegradable materials, compostable mailers, supply chain considerations, and recycling best practices. This format signals to Google that your site isn’t just skimming the surface of a subject, it’s a trusted source within that niche.
Another thing to note is that internal linking between these pages improves crawlability, reinforces relevance through semantic connections, and boosts user engagement by guiding readers to other related content. And thus, content hubs help sites to rank higher and build long-term credibility and a more satisfying user experience.
What It Means: Build a pillar page for each key topic and link it to supporting content that dives into related subtopics.
Tip: Use a tool like Ahrefs or SEMrush to identify common questions around your core topics, then create cluster content addressing each one in detail.
4. Context is King: Semantic Search & Intent Optimization
The Trend: NLP advancements mean Google now interprets context and user intent beyond literal keywords.
Major strides in Natural Language Processing (NLP), including Google’s integration of models like BERT, MUM, and Gemini, have made search engines now able to understand context and user intent beyond exact-match keywords. Instead of just scanning for exact terms, Google now understands the words' relationship with one another and what the searcher's true aim is.
For example, if someone searches “best scaffolding for large construction projects,” Google recognizes that the user is likely looking for strong, high-capacity, OSHA-compliant scaffolding systems for commercial or industrial locations, not just pages that mention the words “scaffolding” and “construction.” It considers the underlying intent, which in this case would be safety, load-bearing capabilities, scalability, and perhaps even vendor reputation.
Content that answers these unspoken questions, through in-depth guides, product comparisons, safety standards, and industry-specific case studies, will rank above shallow and keyword-heavy pages. Marketers: it’s time to make intent-driven content creation a priority and organize information around what the user wants to accomplish rather than what words they happen to type. Using semantic variations, FAQs, and long-form explanations will help meet these smarter search expectations and improve both visibility and engagement.
What It Means: Align your content with the why behind a search, not just the keywords being used.
Tip: Add an “Is this helpful?” callout or CTA at the end of informational content to guide users toward deeper or related content based on their intent.
5. Mobile UX & Core Web Vitals Matter More Than Ever
The Trend: Mobile-first indexing and Core Web Vitals are front and center in Google’s ranking priorities.
Mobile-first indexing and Core Web Vitals are a part of Google’s ranking algorithm, reflecting the truly tectonic shift in the way users are accessing digital content. Most businesses have long optimized their desktop sites for SEO, but Google is now predominantly using the mobile version of a website for indexing and ranking. If your mobile site is slow, clunky, or missing necessary content, your search performance will likely suffer, even if your desktop experience is strong.
What’s surprising to many B2B companies is just how deeply this mobile shift has taken root. Traditionally desktop-heavy industries have been seeing traffic come from smartphones and tablets for the last several years. In fact, manufacturers, industrial automation companies, and commercial builders are noticing that their target audiences (project managers on job sites, engineers in the field, procurement teams on the go) are heavily relying on mobile devices to research products, download spec sheets, and request quotes.
With this shift, Google’s Core Web Vitals: load speed (LCP), visual stability (CLS), and responsiveness (INP), have become important in both SEO and user experience. A slow and jumpy mobile page with a bunch of pop-ups or delayed interactivity can easily drive B2B decision-makers away. B2B brands need to prioritize mobile-first design, make sure performance is strong, and get rid of disruptive design elements. Regular audits can help pinpoint problems and keep mobile performance in line with the changing search standards and user expectations.
What It Means: A sluggish or unstable mobile experience can sabotage your SEO, even with great content.
Tip: Audit your mobile performance monthly and prioritize fixes for LCP, CLS, and INP scores.
6. First-Party Data & Behavioral Signals Take Center Stage
The Trend: The end of third-party cookies puts pressure on brands to gather direct insights through user engagement.
The impending demise of third-party cookies is fundamentally reshaping how brands collect, track, and leverage user data, putting a premium on first-party data and direct user engagement. Privacy regulations are tightening and browsers like Chrome phased out third-party tracking, so marketers can no longer rely on retargeting ads or third-party audience data to drive their campaigns. The focus has instead shifted toward building meaningful, consent-based relationships with users through genuine interactions that provide valuable behavioral insights.
Tools like CookieYes, a popular third-party cookie consent and compliance plugin, are helping businesses adapt by managing cookie banners, getting user consent, and providing transparency about data collection practices. For example, CookieYes allows website owners to categorize cookies by type (essential, analytics, marketing), log user consent preferences, and auto-block non-essential cookies until permission is granted. While this is a way of guaranteeing regulatory compliance, it also forces brands to optimize on-site experiences, using quizzes, calculators, gated content, and interactive tools to prompt users into willingly sharing information.
These touchpoints capture rich first-party data and also contribute to stronger behavioral signals such as time on site and engagement, factors that Google increasingly values in its ranking algorithm. A future without cookies is a future where brands emphasize user trust, value exchange, and data transparency to have a real competitive advantage.
What It Means: Design interactive experiences that encourage longer site visits and repeat engagement.
Tip: Add a short quiz, calculator, or product recommender to your site to increase session time and collect valuable zero-party data.
7. Schema Markup & Rich Results Expansion
The Trend: Rich snippets, like FAQs, reviews, and product info, are becoming more prevalent on SERPs.
There have been notable developments in the manner of which snippets, such as FAQs, reviews, product information, and how-to content, appear in Google’s search results – and it’s changing a lot in the SEO world. In 2024, Google refined its approach to structured data and rich results to focus on trustworthy and non-manipulative implementations, placing greater scrutiny on who is using schema markup and how it's applied.
For example, Google has started limiting the display of FAQ-rich results to authoritative sites like government and health organizations for certain queries, leaving businesses to work harder to earn these coveted visual enhancements. Yet, for e-commerce, local businesses, and publishers, rich snippets remain incredibly valuable, especially for product ratings, price, availability, and event listings. These enhancements improve visibility and click-through rates and also help sites stand out on highly competitive SERPs.
To capitalize on this, marketers need to leverage tools like Google’s Rich Results Test and Schema Markup Validator to ensure accuracy, avoid spammy implementation, and target markup types that align with current search trends, such as Product, Review, LocalBusiness, FAQ, and How-To schemas. Google has also emphasized the need for matching on-page content and markup, where structured data must correspond to what users actually see. Rich results continue to expand in sectors like travel, food, healthcare, and e-commerce, so utilizing clean and compliant structured data is among the smartest ways to boost organic performance without solely relying on traditional rankings.
What It Means: Structured data gives your content visual prominence and added functionality.
Tip: Use tools like Schema Markup Generator or Yoast SEO (for WordPress) to easily apply schema to your most valuable pages, especially service pages and FAQs.
8. Local SEO Gets Personal and AI-Savvy
The Trend: AI-driven local search results are more dynamic, drawing from real-time behavior and content freshness.
Local digital marketing is becoming a powerful equalizer, leveling the playing field between small businesses and large enterprises in search visibility and community engagement. Thanks to tools like Google Business Profile, localized SEO strategies, and hyper-targeted advertising, small businesses now have the opportunity to compete directly with national chains and well-funded corporations in their own neighborhoods.
Optimizing for “near me” searches, collecting authentic customer reviews, using location-specific keywords, and publishing geo-targeted content, can help smaller brands earn top placement in local search results, and even outrank bigger competitors that lack a local presence or personalization. Social platforms like Facebook and Instagram further amplify this advantage by allowing small businesses to run cost-effective and highly targeted ad campaigns focused on local demographics, interests, and behaviors. For example, a local landscaping company can use Google Local Services Ads to appear at the top of search results for "yard clean-up services in Springfield, IL," outperforming national franchises that focus on broader and less-specific campaigns.
Local marketing also emphasizes authenticity, community connection, and real-time responsiveness, traits that really resonate with today’s consumers who prioritize trust and relevance over brand size. Search engines continue to personalize results based on user location and intent, and the agility and relatability of small businesses are going to become the very thing that allows them to punch above their weight in the digital arena.
What It Means: Stay active on your Google Business Profile and tailor content to reflect your local market.
Tip: Post weekly updates or offers to your Google Business Profile and respond promptly to reviews to boost local engagement signals.
9. Video SEO & Visual Search Dominate Discovery
The Trend: Visual-first platforms are changing how users search, discover, and interact with content.
Visual-first platforms like TikTok, Instagram Reels, and YouTube Shorts have already changed how users search, discover, and interact with content, ushering in a new era where quick and compelling visuals outperform long-form text. This is also reflected in how Google indexes and ranks video content, with a stronger emphasis on video SEO and on-page visibility.
In contrast to older practices, where companies would host their entire video library on a single “Media” or “Video Gallery” page (often buried deep in the navigation), modern SEO requires that videos be embedded directly within the main content of relevant, topic-specific pages. Google’s documentation makes this clear: for a video to be indexed, it must appear prominently on the page without requiring users to click through expandable tabs or accordions. Each video should also be supported by structured data (VideoObject schema), a static URL, a relevant thumbnail, and a transcript or detailed description.
For example, a manufacturing company showcasing a new industrial solvent should embed a product demonstration video directly within the solvent’s product detail page. Surrounding the video with optimized copy, specs, and use cases, along with proper schema markup, will improve its visibility in search results and align with how today’s users want to consume content.
What It Means: Optimized video and image content is becoming imperative for organic visibility.
Tip: Add transcripts to all your YouTube videos and include a keyword-rich description, title, and thumbnail to improve search rankings and engagement.
10. Voice Search & Conversational Content
The Trend: Voice search is growing for mobile and smart devices, especially for local queries.
Voice search is gaining tons of traction, particularly on mobile devices and smart speakers, because users increasingly seek fast and hands-free answers to their questions, especially for local needs. The rise of digital assistants like Google Assistant, Siri, and Alexa, help consumers use conversational queries to find nearby services, get directions, or make immediate decisions on the go.
Phrases like “Where’s the closest welding supply store?” or “What time does the nearest tool rental shop open?” are replacing typed keywords, and these spoken searches often yield different results due to their natural and question-based phrasing. Google tailors these voice search results using local SEO signals such as proximity, business hours, reviews, and up-to-date Google Business Profile information.
To capture this traffic, businesses need to optimize for long-tail, conversational keywords and incorporate FAQ-style content that reflects how people speak. Clear and concise answers, especially those marked up with structured data, improve the chance of being pulled into voice responses and featured snippets. Ensuring your business information is current across all local directories and platforms increases your likelihood of appearing in “near me” results. As voice search continues to reshape how consumers find local solutions, businesses that speak the language of their audience, literally, will be better positioned to connect and convert.
What It Means: Your content should match natural speech patterns and directly address questions.
Tip: Create a dedicated FAQ section that mirrors spoken queries like “Where can I buy [product] near me?” or “What’s the best way to [action]?”
Future-Proof Your Marketing Strategy with Foremost
Digital marketing in 2025 is characterized by more intelligent algorithms, higher content standards, and a stronger emphasis on user experience. Brands that embrace these shifts with agility and creativity will not just rank, they’ll resonate.
Foremost Media is where we help businesses decode the data, align with the trends, and create marketing strategies that actually move the needle. If you're ready to stay ahead of the curve, we’re ready to help.
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