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SEO isn’t a “set it and forget it” kind of job.
It’s more like caring for a houseplant. Neglect it, and it wilts. Care for it regularly, and soon you have to give your philodendron a ponytail.
The start of a new year is the perfect time to give your SEO strategy a glow-up. And this year, that refresh feels more important than ever.
2024 was a banner year for SEO.
Between the drama of Google’s helpful content updates, revelations from the API documentation leak, and the rise of AI-driven search tools, we’ve seen major shifts.
Google is fielding an influx of low-quality AI-generated content, while also rolling out features like AI overviews that are changing how users interact with search.
As a result, what worked last year might not cut it anymore. And that’s okay.
The key now is to take a step back, assess what’s working, fix what’s not, and plan for where you want to go.
This strategic investment of your time and effort will not only help you rank higher but also lay the groundwork for stronger SEO habits, more targeted content, and, ultimately, a website that works harder for you.
Whether you’ve been neglecting your SEO (no judgment!) or just need a strategic refresh, here are five simple, impactful steps you can take today to get your SEO ready for 2025.
1. Make Sure You Say What You Do
It sounds obvious. Right?
But take a second to really ask yourself: does your homepage clearly say what you do?
You might assume it’s there, but many business owners find that the words they’d use to describe their own services are missing from their most important page.
Here’s an easy test: go to your homepage and use “Command + F” (or “Control + F” on a PC) to search for the words your ideal clients would use to find you.
Are they there? If you’re a wedding photographer, can someone quickly confirm that’s what you do? If you’re a sales page copywriter, does your homepage actually say “sales page copywriter” somewhere? If not, it’s time to fix it.
Why this matters: Search engines and searchers both rely on clear, explicit messaging to connect the dots.
Google needs to see those keywords to understand your website (they’re context!), and visitors need to know within seconds that they’re in the right place.
If your messaging is vague or buried in fluff, you’re making it harder for both audiences to stick around.
Start 2025 strong by giving your homepage a quick once-over. It’s a small update that can make an outsized difference in how well your site communicates what you offer.
2. Give Your Website A Tune-Up
Just like you take your car in for maintenance every 3000 miles (or if you’re like me, every 5000…), make sure you’re maintaining your website at regular intervals.
It also experiences a kind of “wear and tear.”
Small issues like slow page speeds, broken links, or missing SEO titles can quietly undermine your rankings and frustrate visitors.
Here’s what to focus on:
- Page speed: No one has patience to wait around 18 seconds for your website to load. And Google notices too. Tools like Google PageSpeed Insights can show you where your site might be lagging.
- Broken links: These disrupt the user’s experience and too many can make it look like your website isn’t being maintained. A quick scan with a tool like Broken Link Checker can identify any issues.
- SEO titles and meta descriptions: These are the headlines and blurbs that show up in search results. If they’re missing, generic, or outdated, it’s time for a quick zhuzh. For max efficiency, double check your most impactful pages first- your home page, about page, services and sales pages.
Fixing these technical basics isn’t super sexy, but it makes a big difference.
You’ll make sure your website’s engine is running smoothly, you’ll give search engines confidence in your website’s quality, and you’ll entice visitors to stick around long enough to engage with your amazing content.
See also: The SEO Kickstart Kit
3. Refresh Your Timely Content
Your website should feel current. Not like it’s so last year.
Start the year by updating anything that might feel outdated or stale.
Here’s what to focus on:
- Testimonials: Add recent client wins or success stories to show visitors you’re active and crushing it right now.
- Stats or data: Update any numbers that might be outdated. For example, swap that “2023 report” for the latest research.
- Copyright and references: Scan your site for “2024” mentions, like in your copyright footer or blog post titles. It’s a small update, but it keeps everything feeling polished and professional.
Why this matters: Fresh content is a sign to both Google and your audience that your website is up-to-date (and therefore worth visiting!). It shows you give a hoot, builds trust with visitors, and boosts your website’s overall credibility.
This step is quick but powerful. You’re not reinventing any wheelsl. You’re just making sure everything looks sharp and reflects your commitment to your business.
4. Build a Content Strategy for 2025
Churning out random blog posts is not a strategy.
Your content should work as hard as you do, driving traffic, building rapport, and supporting your offers.
A little planning now can make sure every piece of content you create in 2025 serves a purpose.
Here’s how I approach it:
- Focus on your expertise: Stick to topics that align with your skills and position you as THE expert in your field.
- Solve real problems: Answer the questions your audience is asking. The more helpful and relevant your content is, the more it will connect (and rank!).
- Support your offers: Every blog post should connect back to your core services, building a clear bridge between what your audience needs and what you provide.
Why this matters: Strategic content doesn’t just help with SEO. It establishes topical authority in your industry and builds trust with your audience. Plus, content that aligns with your audience’s needs and your business goals doesn’t just attract clicks, it attracts the right clicks.
How To Build A Blog Content Strategy
Creating a content strategy may sound like a lot of work, but it doesn’t have to be. Here’s a simple system:- Define 3-5 content pillars that align with the areas where you want to be known as an expert.
- Brainstorm blog post ideas that address:
- Questions your current and prospective clients are asking.
- Problems people might have before realizing you’re the solution.
- Cross off ideas that don’t align with your expertise, your audience’s pain points, or your core offers.
- Star the top 3-5 ideas in each category—start with these.
- Write 3-5 pieces of content per category before moving on to the next. Bonus: Put a timeline on it! When will you write and publish this content?
5. Create a PR Wishlist
SEO doesn’t stop at your website.
Getting featured on other platforms, like podcasts or other relevant, authoritative blogs, is a powerful way to grow your visibility and earn links back to your website. Both of which Google loves.
Here’s how to do it:
- Make a wishlist of 10 podcasts: Focus on shows your ideal clients listen to. These should align with your expertise and cover topics where you can add value. Need help finding ideas? Look to see where colleagues serving a similar audience have been invited to appear.
- Research each host: Spend some time understanding their audience, content style, and what kinds of guests they feature. Personalized pitches are always received more favorably.
- Write your pitch: Highlight your unique perspective and explain why your insights would benefit their listeners.
- Send the pitch: You don’t have to send them out all at once. Right now, we’re planning the year, right? Perhaps you can plan on pitching 3 a quarter? Or one a month? Decide on a frequency that feels comfortable to you.
Why this matters: PR and SEO go hand in hand. When you’re featured on trusted platforms, it amplifies your perceived authority, puts you in front of new audiences, and creates the links back to your website that Google uses to evaluate trust.
These are exactly the kinds of signals Google looks for when deciding which sites to rank higher.
Kickstart Your SEO Goals for the New Year
SEO in 2025 is going to reward the businesses that are proactive, not reactive.
The shifts we’ve seen in the past year: AI-driven search, Google’s ongoing content updates, and rising expectations for quality, are only the beginning.
By making these strategic investments in your website’s SEO now, you’re setting yourself up to adapt, grow, and succeed in 2025’s Google.
Every action you take today, from refreshing your website’s content to creating a focused PR wishlist, puts you in a stronger position to align with the challenges and opportunities ahead.
If you TAKE ACTION on tips I’ve shared, you’re laying the groundwork for a strategy that will continue to work for you throughout the year.
And most importantly? You’re helping your website get found and reach the audience that matters most to your business.
If you’re serious about making 2025 your strongest SEO year yet, grab my SEO Kickstart Kit.
It’s full of practical tools and insights to help you stay on track, make smarter decisions, and keep your strategy focused. Sign up for my email list to get started.
2025 is the year to make your website work harder for you!
