It’s no longer enough to write “SEO content” and hope for the best. In 2025, SEO success relies on much more than just content strategy.
So how do we craft SEO strategies that work in 2025?
If you want your content strategy to succeed, you need to think about your website and content holistically. User experience, mobile responsiveness, voice optimisation, and AI-friendliness should all be considered thoroughly. Why?
- Mobile-first (because over 60% of searches now happen on phones)
- Voice-friendly (because people are asking questions, not typing keywords)
- AI-readable (because your content feeds tools like Google SGE and ChatGPT)
If your content isn’t optimised for how people search and where those searches happen, you’re leaving traffic, leads, and visibility on the table.
Let’s break down what this means — and how to future-proof your content strategy for this new era of SEO.
1. Mobile-First Is the Default
In 2025, over 60% of all searches originate from mobile devices – mobile internet traffic has nearly doubled in the last decade.
It isn’t news in the SEO world that Google indexes mobile-first, meaning your mobile site is the version that matters. But now, this is becoming even more important, because over half of users are browsing from their phones. In 2025, people scroll quickly, skim more, and bounce faster. Your content needs to be written with mobile users in mind to thrive.
How to make your content mobile-first?
- Front-load value: Put your key takeaway or answer in the first 1-2 sentences
- Keep paragraphs short: 1-3 lines max (mobile readers won’t wade through dense blocks)
- Use clear H2/H3 headers to help users skim the content
- Avoid popups or oversized visuals that interfere with UX
- Use responsive images and compressed files for fast loading
- Think tap, not click: CTAs should be thumb-friendly, large enough to press easily
What does that mean for the copy of your website?
❌ Instead of writing:
“In this post, we’ll explore the basics of meal prepping and why it’s helpful for people trying to eat healthier…”
☑️ Start with:
“Want to meal prep in 30 minutes or less? Here’s how.”
2. ‘Voice-Friendly’ Now Means ‘Search-Friendly’
Voice search is growing, especially on mobile, smart speakers, and in cars. It’s a side effect of the boom in AI queries. Users speak to their devices on the go, asking conversational questions to get what they need. And Google and AI tools look for natural, direct answers to give them in return.
How does one optimise content for voice search?
- Write like you talk: Use conversational tone, contractions, and plain language in your content
- Use FAQs: Structure content in question-answer format so that the answer can be easily matched to the question
- Use an H2/H3 tag on the question, and include long-tail, question-style keywords in the header
- Answer the question early: Try to give a one-sentence summary under your H2 that directly answers the question, in a conversational tone
What does that mean for the copy of your website?
❌ Instead of writing:
“Best practices for hydration and fluid intake”
☑️ Write:
“How much water should you drink a day?”
☑️ Then answer directly:
“Most people need around 2–3 litres of water per day, depending on activity and climate.”
3. ‘AI-Readable’ Means ‘Citation-Worthy’
Google’s SGE, ChatGPT, Perplexity, and other tools pull from web content to generate answers. These tools prioritise clear, structured, reliable content. The better your content is formatted and sourced, the more likely it is to get cited or summarised. And since over half of Google searches now end without a click, it’s even more important for your visibility to appear in these AI citations.
Here’s how to tweak your content strategy for AI-readable content:
- Use semantic HTML: H1, H2, H3, bullet points, numbered lists, tables
- Write in clear, complete sentences that can be easily lifted into summaries
- Cite sources, even internally (linking to trustworthy sources = trust signal)
- Add author bios and authors’ about pages to strengthen E-E-A-T
- Keep structured data up to date (FAQ schema, How-To, Article)
- Keep it simple. AI models love clarity and context. Add short definitions, explain acronyms, and avoid technical jargon unless your audience expects it.
In Summary: How to Write Content in 2025
In 2025, SEO-friendly content needs to:
- Load beautifully on mobile 📱
- Answer a voice question out loud 💬
- Be scanned and summarised by AI 🤖
That’s a lot of pressure for one piece of content.
The solution? Create content that’s flexible, modular, and skimmable — but still rich in value.
Content That Works Everywhere Starts with UX
SEO is no longer about just pleasing Google. It’s about being findable, usable, and shareable across the platforms and tools people actually use. That’s why, in addition to SEO strategy, you also need to think about your overall UX and website design.
Ask yourself:
- Can someone skim this content on their phone in 15 seconds?
- Could this content directly answer someone’s voice query?
- Would AI quote this information and trust it?
- Does this content bring real value to a human being?
If the answer’s yes, you’re not just future-proofing your content. You’re building a brand that survives the next algorithm shift and the next wave of AI.
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