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SEO In 2025: Your Top Key Trends, Priorities, And Challenges – Search Engine Journal

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From the role of AI in SEO, the rise of AI Overviews, and significant Google updates, 2024 saw many changes in the world of search.
Brace yourself for a new era in 2025.
Join us as we dive into exclusive survey data from industry-leading SEOs, digital marketers, content marketers, and more to highlight the top priorities and challenges that will shape the future of search in 2025.
You’ll learn:
With Shannon Vize and Steven van Vessum, we’re giving you SEO resourcing and reporting strategies to inform your 2025 plans, along with insights from SEO experts on how to navigate the challenges and opportunities of the future.
Don’t miss this opportunity to future-proof your SEO strategy. Register now to gain exclusive insights and position yourself for success in the 2025 search landscape.

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Apple Podcasts Transcript Search in iOS13 – Rev

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Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Team of one. Global operation. Everything in between. We’ve got it all covered. Rev handles the tedious job of transcripts, captions, and subtitles so you’ll get work done faster. If you haven’t found what you need yet, we still bet we can help.
Team of one. Global operation. Everything in between. We’ve got it all covered. Rev handles the tedious job of transcripts, captions, and subtitles so you’ll get work done faster. If you haven’t found what you need yet, we still bet we can help.
Apple announced that select podcasts will not have searchable audio transcripts. Here's what you can do to imprive your podcast SEO to grow your audience.
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Recently, Apple announced that in iOS 13 they’ll be providing searchable audio transcripts for eligible Apple podcasts. If your show is transcribed, that means that when listeners search for certain terms the app looks for those terms in your podcast transcripts as well as in your titles and topics.
It was also announced at the WWDC 2019 that Apple Podcasts is also coming for Mac, separate from its previous home in iTunes. This means even more opportunity to reach new audiences.
Podcasts are soaring in popularity, largely because they’re the ultimate multi-tasking tool. People can listen while working out at the gym, walking the dog, mowing the lawn, doing housework, driving to work, etc. None of those things can be safely done while reading a blog post!
Just how popular are podcasts?
But such popularity also has a downside. Podcasters have to put in a lot of effort just to get noticed. That’s especially important to podcasters wanting to drive traffic to their website, sell a product or service, or attract paid sponsors.
With nobody knowing exactly what the secret formula is at any given time, that left podcasters everywhere jumping through hoops to be discovered.
We don’t know Apple’s search algorithm with the new automatically transcribed podcasts. Whether they only transcribe popular shows or a selected few, we do know the archive isn’t extensive.
To search podcast transcripts in the Apple Podcasts app, you simply search for the key term in the search bar.
Go to the Podcasts app, type your key term into the search bar, and search!
You won’t see the transcript itself (a snippet, at best) unless you copy and pasted a transcript into the show notes.
The search term will likely only yield a result for the spoken content in your episode if you’ve put your own transcript in the show notes, especially with this feature being so new and unclear on its exclusivity.
For podcasters wanting to show up in iTunes searches, the secret to success has been something like the hunt for Bigfoot, with everybody vouching for their own “trick”:
Other than those four things and a few other tips that sound like they should be part of some conspiracy show, podcasters have had to sit by and hope listeners would stumble across their podcasts while browsing categories. With the iOS 13 update, however, users can find them by search terms that appear in the transcripts of the podcast, not just the titles and subtitles.
There’s definitely a few potential pros and cons.
So, for many podcasters, this new update may not provide much benefit. Unlike getting your own podcast transcript, you can’t download it or do anything with it.
In fact, this update could even put you at a disadvantage, since the bigger fish have a better chance of showing up in search results.
However, if you’re already currently following best practices for podcast SEO, then you have nothing to worry about.
At the very least, make sure you’ve optimized your podcast SEO by including things like titles, speaker names, topics, etc.
The best optimization, however, is to include a full transcript of your episode in your show notes. This transcription is owned by you, not Apple — that you can include in your podcast description and post on your own website.
We can transcribe your podcast for $1/minute, leveling the playing field for those not included in Apple’s transcription service. And, unlike Apple, we guarantee a 99% accuracy rate. Plus, you own the audio transcript. You can use it for pull quotes, tweets, Instagram captions, and anything else you need to tell your story.
On a budget? Our automated transcription service only costs $.10/minute at 80% accuracy.
Apple may have good intentions, but if their transcription search rolls out the way they’ve described it, it gives the biggest boost to those who need it the least. Podcasters who are still growing their following need to level the playing field by making sure their podcasts are just as searchable as those chosen by Apple.
Having a copy of your podcast transcript means that you can use it to create as much additional content as you want. Grab a quote to Tweet or to use as a caption for an Instagram post, or use part of the podcast as the starting point for a blog post. When you own it, the sky’s the limit.
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Ordered list
Unordered list
Text link
Bold text
Emphasis
^Superscript
_Subscript
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Gangnam B-Side episodes 1 & 2 recap: Why did Detective Dong-woo save Gil-ho from Joon-seo's goons? – Sportskeeda

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Disney+ released the first two episodes of the latest K-drama, Gangnam B-Side, starring Ji Chang-wook, BIBI, Jo Woo-jin, and Ha Yoon-kyung. The opening 10 minutes of Gangnam B-Side episode 1 show Detective Dong-woo (Jo Woo-jin) busting a nightclub where people were high on narcotics.
Another police officer from the crime team tries to stop Dong-woo from arresting people. Dong-woo pushes them aside and breaks the door of a red room (VIP room) in the nightclub. He sees a man wearing a gas mask, trying to run away with a box full of drugs. Dong-woo tackles him and removes his mask to see that it is another police officer, Jang-ho (Hyung Bong-sik), from his unit.
Dong-woo busts the entire racket and even exposes all the police officers from the crime unit who were involved in the drugs and smuggling case. Episode 1 then takes a three-year leap where Dong-woo is transferred to a countryside police station. Meanwhile, episode 2 opens with Gil-ho (Ji Chang-wook) leaving a girl’s dead body (Jung-hwa) at a subway station.
Gangnam B-Side episode 2 ends with Gil-ho getting into an altercation with goons and getting injured while the corrupted crime unit police try to arrest him on false charges of murdering Jung-hwa. However, Dong-woo comes to save him from the goons and the police. In the end scene, Gil-ho jumps into the river from the bridge.
In Gangnam B-Side episode 1, after getting caught by Dong-woo, Jang-ho (Hyung Bong-sik) confesses during questioning that practically everyone in Major Crimes (crime unit) is involved in the smuggling of drugs across Gangnam. The unit chief and other policemen get arrested.
Three years later, Jae-hee, aka Jenny (BIBI), is seen running away from a nightclub while being chased by some goons. The goons then catch Jenny’s friend, Jung-hwa, and beat her up to find Jenny’s hideout. Meanwhile, in Gangnam B-Side episode 1, Gil-ho makes an entrance into another nightclub with a baseball bat and takes a girl with him who is high on drugs.
He safely puts the girl in the backseat of his car, walks up to a drug dealer, and beats him up for giving drugs to the girl. Gil-ho warns the man to never provide the girls with drugs—as he is a pimp and chauffeur for the girls. Later, he learns that Jae-hee went into hiding as some goons were after her. When Gil-ho finds her, Jae-hee tells him to rescue Jung-hwa, as she might be in danger.
A drug dealer and a pimp called Psyche takes Jung-hwa to a hotel room where some male K-pop idols are waiting. Hours later, Gil-ho arrives at the same hotel room and sees blood everywhere while drugs and syringes are lying on the tables and floor. Gangnam B-Side episode 1 ends with Gil-ho walking towards the indoor jacuzzi in the room and seeing Jung-hwa’s dead body in the water.
Gangnam B-Side Episode 2 opens with a cleaning team arriving at the same hotel room where Jung-hwa was brutally tortured, assaulted, and murdered by some K-pop idols. They are shocked when they can’t find Jung-hwa’s dead body and call Joon-seo (the K-pop idol), who tells them to find the body at any cost.
In the meantime, Gil-ho carries Jung-hwa’s body to a subway station and leaves it covered with a bedsheet on a bench. The clip is found by the corrupted crime unit, who send it to the prosecutor’s office to pin the blame on Gil-ho in an attempt to protect Joon-seo. The prosecutor in charge, Min Seo-jin (Ha Yoon-kyung), is told by the head prosecutor to close the case without due investigation.
Meanwhile, Dong-woo returns to Gangnam on the police commissioner’s special request, who wanted him to expose the drug smuggling case and the murder. The commissioner tells Dong-woo that the prosecutors are involved in covering the real culprits; hence, Dong-woo has to investigate the case and expose the truth.
After coming back to Gangnam, Dong-woo accidentally sees the CCTV clip of Gil-ho leaving Jung-hwa’s dead body at the subway station. As the crime unit policemen refuse to cooperate with him, he calls Jang-ho to ask for help. Jang-ho has been running a small-time gangster business since returning from prison.
He refuses to meet Dong-woo as he arrested him three years ago and Jang-ho lost his police job. However, he agrees to help Dong-woo, and they learn from an internal chain of thugs that some goons are going to gather at Gangnam. Dong-woo and Jang-ho decide to do a stakeout together near the area when Dong-woo sees an SUV drive into a parking lot.
Dong-woo follows the SUV, leaving behind Jang-ho, who had gone to get some food. Meanwhile, Gil-ho is seen fighting some goons sent by Joon-seo who try to kill him. Joon-seo thinks that Gil-ho is helping Jae-hee to hide and sends the corrupt policemen and goons after Gil-ho to kill him. However, Gil-ho kills all the goons and is about to leave when the SUV arrives.
Five more goons try to attack an already injured Gil-ho when Dong-woo rushes in with his car and asks Gil-ho to get into the car. Dong-woo escapes the parking space but is followed by the SUV. A few minutes later, two police vans chase Dong-woo and stop his car on the bridge. Dong-woo gets out of the car and orders the policemen to drop their guns.
The goons and the policemen pull out their guns to attack Gil-ho while Dong-woo tries to protect him. Ultimately, Gil-ho jumps into the river from the bridge while everyone shoots at him. Gangnam B-Side episode 2 ends with Dong-woo screaming at Gil-ho and assuming that he is dead because of the shooting.
Gangnam B-Side episodes 3 and 4 will be released on November 13, 2024, on Disney+.
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Why Discoverability Needs to Be an SEO Focus with Garrett Mehrguth [PODCAST] – Search Engine Journal

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Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Maximize your SEO efforts in 2024 with insights on Google’s SGE, algorithm updates, and expert tips to keep your site ahead.
Download this guide and learn how to optimize and manage Google Performance Max campaigns, with expert insights and actionable strategies to ensure your campaigns are effective.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join us as we dive into exclusive survey data from industry-leading SEOs, digital marketers, content marketers, and more to highlight the top priorities and challenges that will shape the future of search in 2025.
Here’s why Garrett Mehrguth says it’s important to focus on your brand being discoverable for SEO and why the traditional marketing funnel is broken.
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For episode 170 of The Search Engine Journal Show, I had the opportunity to interview Garrett Mehrguth, CEO at Directive, enterprise search marketing agency.
Mehrguth talks about the importance of focusing on your brand being discoverable for SEO and challenges some of the traditional sales funnel models.

Garrett Mehrguth (GH): I’m going to look at it in two different ways:
And why both of these matters so much to in-house marketers or agency side folks.
First and foremost, we all know the importance of brand. There’s a reason why people do Super Bowl commercials and run these very expensive ads to get awareness for their products or services.
Unfortunately, a lot of us have … become so obsessed with understanding the KPIs to conversions and the metrics that we’ve devalued how people actually make purchasing decisions.
And so what I mean by that is the traditional marketing funnel right now in my opinion, is broken when you run it on a cash model.
And so this is kind of that financial side of it. I would love to see in a cash business a 10% cost of sales ratio.
So what that means is if you think you can generate $100,000 in total contract value in a month, if you can do that with a $10,000 spend, including salaries, ad spend, and all of that stuff, you can now create a highly efficient model.
Now, the problem is that current marketing funnel doesn’t allow that. So let me talk from exact personal experience.
I’m blessed to work with some really good advertisers at Directive and they helped me with my stuff for our own advertising. In fact, we got to the point where we were converting at 60% from LinkedIn.
So it’s hard for me to say, “OK, my team could do better.” Right? If you get to 60% conversion rate on any platform, you’re already well past the benchmark.
Now the problem is marketing – especially SEO and PPC – is entirely timing-dependent. In other words, you cannot force someone to make a purchasing decision.
And that’s what makes SEO so powerful is because you can take the keywords they’re searching and then position your brand to be discovered when you know there’s purchasing intent.
Now the problem with a funnel and lead gen is there’s not purchasing intent. So when someone’s on LinkedIn, they’re not looking to purchase.
And so what happens is, even at 60%, let’s say our cost per acquisition for a lead was still around $17 on LinkedIn, but we have a 1% qualification rate – meaning that in a given one month period, if we were to generate a hundred leads from LinkedIn, we were able to turn one of those into a proposal and then we have anywhere between a 20- 30% close rate.
Twenty percent means you’re doing well. If you’re above 30%, you should probably raise your rates.
But the problem is when you look at that funnel, if you want to get enough opportunities to hit a deal or revenue goal, you’re going to have to spend exorbitant amounts of money on your lead gen.
Brent Csutoras (BC): And so where does that tie into the brand? Do you just bypass a lot of that by having brand exposure?
GM: You delete lead gen.
Imagine if you get rid of running white papers to generate into Marketo and try to nurture leads. Imagine if you just deleted all of that spend, OK?
Here’s what you can get for $250 on GDN. You can use it for in-market audiences, find people looking for exactly what you offer, and for $250 you’re able to generate 1.5 million impressions.
For the same amount, you could generate 10 leads with a 1% qualification rate and never get an opportunity.
What I found is, if you can get above the lead area and go to the brand, so I think the new funnel has to go brand, lead, opportunity, deal revenue. And if you can go above leads and go to brand, you’re going to see phenomenal results.
Just since launching this in the last month, we were able to have conversations with five enterprise brands. By the way, our advertising says the search marketing agency for enterprise brands…
I’m talking enterprise companies that we’ve never been able to talk to before, who fill out our form.
What changed?
We started to launch a brand campaign, and it was just a billboard, that drove awareness at what Directive was.
Now here’s the beautiful part. You can’t just have awareness.
Then you go to your SEO and your PPC strategy and you say, when someone searches for the products or services you offer, do you show up?
And now the difference is you’re the brand that has seven impressions on the ideal customer persona, while the others do not.
If you have your product market positioning right, you’re discoverable, plus you’ve built brand equity, now you have a powerful combination that drives incredible revenue at a lower cost per sale and allows you to have an efficiency in a cash model.
GM: I would say podcast advertising. It’s truly actually good not only brand but also lead gen. It’s a captive audience and we still generate amazing deals from podcast ads.
GM: You find the software that your ideal customer persona uses and then you leverage their login pages. Now you know they’re an active user of the product and you run from there.
GM: I think it has to be the number one focus because it’s the one thing that’s going to increase close rate, lower time to close, and allow you to essentially create velocity within your sales department.
The reason I say that is because currently if you’re not being creative with your SEO efforts, for example, you will almost guarantee, in any vertical, not be able to rank when the timing is hottest or when the purchase intent is strongest.
At the very bottom of the funnel when people start to modify the keywords they searched when looking for you by top best reviews and other purchase-related kind of modifiers, third party review sites are showing up like crazy.
In the services business, you got Clutch.co, you’ve got TopSEOs, all these people had been there forever. Are they transparent, are they good? That’s a whole other conversation.
Either way, they’re showing up number one and getting a 28% click-through rate, which is still 10 to almost 20x sometimes the volume you can get even from a search ad for the same keyword.
And so if you go search top ERP software, we talked about this before, no ERP software is ranking because Google is saying, due to what I call the Yelp and the Amazon effect.
This means when people are searching and they have purchase intent, they don’t want to hear how great you are from you, they want to go to what they are considering an unbiased source – whether that’s true or not – and they want to look at reviews.
If they look at reviews before they buy a $5 breakfast burrito, they’re sure as hell going to look at reviews before they buy a $250,000 software.
And so you have to take that same purchase reality of a consumer in 2019 and make sure that your being discovered when those users are looking online to make a purchasing decision.
GM: I mean if you see other websites ranking, that means you could rank, you just need to write a better piece that’s more authoritative like traditional SEO. But that’s still one position out of 10.
And unless you’re number one, and if you’re outside of the top five, the click-through rate frankly won’t be substantial enough to generate any type of net new business unless it’s a very high volume term.
The second we stop thinking about websites and start thinking about brands, that’s when we become world-class search marketers.
Visit our podcast archive to listen to other Search Engine Journal Show podcasts!
Image Credits
Featured Image: Paulo Bobita
Managing Partner / Owner at Search Engine Journal with over 18 years experience in Digital Marketing, specializing in Reddit, Search …
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