As 2024 draws to a close, it’s time to reflect on the shifts and trends that defined the SEO landscape for small and medium-sized businesses (SMBs) in Australia.
It’s also a perfect opportunity to look forward to 2025 and explore how SMBs can adapt to stay competitive and thrive in the digital marketplace.
The past year brought significant changes to the way Australian SMBs approach SEO. From evolving search engine algorithms to the increasing role of artificial intelligence (AI) in marketing strategies, 2024 has been a year of adaptation and innovation.
Let’s break it down and see what lies ahead.
The Key SEO Trends of 2024
The Rise of AI-Powered Search
AI took centre stage in 2024, with Google’s Search Generative Experience (SGE) making waves.
This new search feature integrates AI to provide users with highly contextualised and conversational search results.
For SMBs, this meant optimising for broader queries and ensuring their content directly answered user intent.
Small businesses that embraced AI tools for keyword research, content creation, and performance analysis saw significant gains.
AI wasn’t just a buzzword; it became a practical solution for improving efficiency and reaching customers more effectively.
Mobile-First and Local Search Dominance
Mobile search continued to dominate in 2024, with Australians increasingly relying on smartphones for local services and product searches.
SMBs that optimised their websites for mobile—with fast load times, responsive designs, and clear calls to action—benefited the most.
Local SEO was another area of focus.
Features like Google Business Profile updates and local pack rankings became critical for visibility.
Businesses that leveraged reviews, localised keywords, and accurate business information stood out in their communities.
Voice Search Optimisation
Voice search steadily increased as more Australians adopted smart speakers and voice assistants like Google Assistant and Siri.
Optimising for voice search meant crafting content with natural language and focusing on long-tail keywords.
Core Web Vitals and Page Experience
Google’s Core Web Vitals metrics became even more integral to rankings in 2024.
Factors like site speed, interactivity, and visual stability directly impacted search performance.
SMBs that prioritised user experience climbed search rankings and saw better engagement and conversions.
The Growth of E-E-A-T
Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) remained a critical ranking factor.
SMBs had to highlight their credentials and/or qualifications and build credibility through high-quality content, authoritative backlinks, and strong social proof.
Challenges SMBs Faced in 2024
Keeping Up with Algorithm Changes
2024 was marked by frequent and significant Google algorithm updates.
For many SMBs, staying updated felt like a full-time job.
Businesses that invested in ongoing SEO education or partnered with experts managed to stay ahead of the curve.
Rising Competition
As more Australian SMBs embraced digital marketing, the competition for top search rankings intensified.
Niching down and targeting specific audiences became crucial strategies for standing out.
Budget Constraints
Balancing SEO investment with other operational costs was a constant challenge for smaller businesses.
While SEO is one of the most cost-effective marketing channels, the initial investment in tools, expertise, and content creation was a hurdle for some.
AI Answers for Google: The Future of Search
One of the most significant advancements in SEO for small businesses in 2024 has been Google’s growing focus on AI-driven answers.
With tools like Bard (rebranded to Gemini) and the integration of conversational AI models in search, businesses must rethink their approach to content strategy.
What Are AI Answers?
Google’s AI answers pull directly from websites, summarising key points in a conversational and user-focused manner.
These answers appear prominently on search engine results pages (SERPs), often above traditional organic links, making them a critical target for SMBs aiming to boost visibility.
Why Do AI Answers Matter for SMBs?
- Enhanced Visibility: AI answers allow small businesses to shine by providing concise, valuable content that directly addresses user queries.
- Trust and Authority: Being featured in AI-generated answers positions your brand as a trusted source in your industry.
- Local Relevance: For Australian SMBs, optimising for localised AI answers can drive traffic from nearby customers.
What’s Ahead for SEO in 2025?
AI Integration Deepens
AI will continue to reshape the SEO landscape in 2025.
We will likely see further advancements in AI-driven tools that simplify content creation, predictive analytics, and user intent mapping.
For SMBs, this means adopting AI tools like ChatGPT for drafting content or using platforms like SEMrush and Ahrefs to uncover insights faster.
However, businesses must balance AI assistance and authentic, human-driven marketing strategies.
Hyper-Localised SEO
In 2025, hyper-local targeting will take centre stage.
SMBs must refine their local SEO strategies by focusing on hyper-specific keywords, creating location-based content, and leveraging local partnerships.
Think beyond “Sydney plumber” to “Inner West Sydney emergency plumber available 24/7.”
Adding this level of detail can significantly impact capturing niche audiences.
Zero-Click Searches
The trend of zero-click searches—where users get answers directly on the search results page—will continue to grow.
Featured snippets, knowledge panels, and FAQs will become even more critical.
SMBs should aim to structure their content to answer common questions succinctly and clearly.
The Importance of Video Content
Video marketing will play a more significant role in SEO strategies.
Platforms like YouTube and TikTok are not just social media channels; they are powerful search engines in their own right.
Creating engaging, SEO-optimised video content will help SMBs capture more attention and drive traffic.
Sustainability and Ethical Marketing
Consumers are becoming more conscious of ethical and sustainable practices.
This shift will influence search behaviour, with more people looking for environmentally friendly or socially responsible businesses.
Highlighting these values on your website can boost both trust and rankings.
Key Trends to Watch in AI Answers for 2025
Increased Personalisation
AI answers are becoming more tailored to individual users based on location, preferences, and search history.
SMBs should focus on creating content that aligns with niche audience needs.
Visual Integration
Expect Google to include more multimedia in its AI answers, such as images, videos, and infographics.
Invest in high-quality visuals to stay competitive.
Voice Search Compatibility
As AI answers power voice assistants, optimising for spoken queries will become crucial.
Use natural phrases and long-tail keywords to capture this growing audience.
For Australian SMBs, staying ahead of these changes means being proactive, experimenting with content strategies, and continually monitoring search trends.
Those who adapt quickly will be better positioned to dominate SERPs and connect with their target audiences effectively.
Actionable Tips for SMBs in 2025
Invest in Quality Content
High-quality, user-focused content will remain the backbone of any successful SEO strategy.
Focus on blog posts, guides, and videos that address your audience’s pain points and answer their questions.
Prioritise Mobile Optimisation
Make sure your website is fully optimised for mobile users.
Test load times, ensure readability, and simplify navigation.
Embrace Analytics
Use tools like Google Analytics 4 and Google Search Console to track your performance.
Understanding what works and iterating on it is key to staying competitive.
Build Community Engagement
Strong online reviews and local engagement can significantly boost your local SEO efforts.
Encourage happy customers to leave reviews on platforms like Google and Yelp.
Experiment with New Platforms
Don’t hesitate to test emerging platforms and tools.
Whether it’s a new AI-driven SEO tool or a social media platform with untapped potential, staying open to innovation will give you a competitive edge.
How to Optimise for AI Answers in 2025
- Focus on FAQ Content: Google’s AI loves structured question-and-answer formats. SMBs should create content that anticipates customer queries, especially those specific to their industry and location.
- Prioritise E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are more critical than ever. Ensure your content is accurate, up-to-date, and provides genuine value.
- Leverage Schema Markup: Use structured data to help Google understand your content better—Mark up FAQs, product details, and reviews for better chances of being featured in AI summaries.
- Embrace Conversational Tone: AI models favour conversational and human-like text. Craft content that mirrors natural language to resonate with users and search algorithms alike.
Wrapping Up
2024 was a year of learning, adapting, and embracing new technologies for SMBs in Australia.
As we move into 2025, the opportunities for growth through SEO are more significant than ever.
By staying informed, leveraging the latest tools, and focusing on your customers’ needs, your small business can achieve even greater success in the digital space.
Need help navigating the ever-changing SEO landscape?
At SEO for Small Business Australia, we specialise in helping SMBs thrive online.
Contact us today to discuss your strategy for 2025 and beyond.
Need help navigating the ever-changing SEO landscape?
By Bill Vasiliadis
Bill Vasiliadis is one of Australia’s leading digital marketers, having up to 25 years of experience in the industry. With a Master of Digital Marketing degree and a Bachelor of Computer Science degree, he has tremendous knowledge and experience.
