Search Engine Optimisation (SEO) has always been a dynamic form of digital marketing that evolves constantly. As such, it’s essential for businesses to stay informed and adapt their strategies to maintain online success.
Here, we examine some important focus areas, or SEO growth hacks, that can help businesses improve performance and stay competitive. Some of these are unique to the current landscape due to the increasing influence of AI, and others are tried-and-true methods you shouldn’t overlook.
At britweb, we always stay up-to-date with SEO best practices and have a highly skilled team that offers innovative SEO services tailored to each client’s needs. Reach out today to discuss your website and business goals and learn more about how we can help.
1. Leverage AI for SEO-friendly content
The integration of AI tools like ChatGPT into content creation has revolutionised SEO strategies by enabling the production of more relevant and optimised content. AI models can analyse vast amounts of data, recognise patterns, and help SEO writers produce high-quality content that is also finely tuned to the preferences of target audiences.
Tips on integrating AI to optimise content
- Understand search intent: This information can help you tailor content to meet your audience’s needs and interests.
- Keyword research: AI tools can help identify optimal keywords and semantic variations that might not be immediately obvious.
- Content personalisation: AI can segment your audience based on their behaviour and preferences, helping create personalised content when combined with the skills of a copywriter.
- Quality and consistency: AI can help maintain a consistent tone and style across your content and check grammar, style, and factual accuracy.
- Automation of repetitive tasks: Where appropriate, you can automate repetitive tasks with AI, freeing up team members to focus on more complex and creative tasks.
Strategically integrating AI into your content creation process can significantly enhance the effectiveness of your SEO campaigns. This approach helps create content that is honed to search engine algorithms. When used carefully and combined with experienced copywriters, it can have a considerable impact.
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2. Optimise for zero-click searches
The rise of zero-click searches – where users get the answers they need directly from a search results page without clicking through to a website – has shifted SEO efforts. To optimise for zero-click searches effectively, you must create content that answers queries. This involves structuring information so search engines can easily interpret and display it in search results.
Google’s AI Overviews, featured snippets, FAQ sections, and direct answers are where you want your content to be showcased. You increase the chances of appearing in these coveted positions by crafting content that succinctly answers common questions in your niche.
To help optimise for these positions, use clear, concise language and format content with headers, lists, and tables that search engines can easily pull into search engine results pages. Content should directly address the intent behind search queries and provide immediate value.
3. Target visual search
Visual search optimisation is becoming increasingly important as technologies like Google Lens make image search more common and powerful for users. To optimise for visual search, focus on high-quality, relevant images properly tagged with descriptive filenames and alt text to help search engines understand and categorise them. Structured data can also provide context and details about the images, improving their visibility in search results.
You should also ensure images are optimised for speed and responsiveness. Compress images to reduce load times and use responsive image solutions to ensure they display correctly on all devices.
4. Don’t overlook Internet of Things (IoT) devices
As devices like smart speakers, home assistants, and IoT appliances are increasingly used to search online, how they process and respond to voice commands affects SEO strategies. These devices often pull data from localised sources to answer queries about the weather, traffic, local businesses, and services, making local SEO a key focus area.
To optimise for IoT and voice-activated devices, ensure your content is structured to answer direct questions. This often involves adopting a conversational tone that aligns with natural language processing, the technology behind voice searches. Keywords should reflect spoken language rather than traditional typed inputs, focusing on long-tail keywords that mirror how real people talk and ask questions. As a local business, check that your local citations and NAP (Name, Address, Phone Number) are up-to-date and consistent across all platforms and that you use structured data.
If your business has not explored this growth area before, it could yield significant results, so it is worth exploring.
5. Focus on user experience (UX)
If you want to grow and maintain growth in SEO, you always need to invest time in UX. It influences search rankings, enhances user satisfaction, encourages conversions, and helps build a positive brand reputation.
Important UX focuses include:
- Fast load times
- Intuitive navigation
- Mobile responsiveness
- Clear calls-to-action
- Web accessibility (Read our web accessibility guide)
- Easy-to-read content
- Consistent layout
By prioritising these user-friendly elements, you can meet SEO criteria and create a better website for your business and customers. A collaborative UX strategy that involves the insight of web designers, developers, and digital marketers can work best.
Boost your website with britweb’s SEO services
If you want to improve your website’s performance and adopt the latest SEO best practice, contact us to learn more about our bespoke digital marketing services. We offer SEO and marketing strategies to match the challenges and opportunities of 2025, and can build an online approach to achieve growth and meet your goals.