2025 SEO Latest News: What Publishers Should Know to Stay Ahead

As the digital landscape evolves, news publishers and SEO professionals must adapt to new trends and challenges to remain competitive. NewzDash’s latest survey, which contains insights from 100 industry professionals, provides a snapshot of where news SEO is headed. From the growing importance of Google Discover to navigating AI-driven disruptions, here are the key takeaways from SEO latest news.

Google Discover: A Critical Yet Challenging Traffic Driver

Google Discover has become a significant source of traffic for publishers, but its performance remains inconsistent. According to the survey:

• 52% of respondents rank Discover as a top priority for 2025.
• 56% reported traffic increases from Discover in recent months, while 21% experienced declines.

These findings underline the need for publishers to refine their technical and creative strategies for optimising content for Discover. Achieving consistent traffic growth through this platform remains a top objective for the coming years.

AI’s Growing Impact on News SEO

Artificial intelligence (AI) is reshaping the search engine results pages, creating both opportunities and challenges for news publishers. The survey revealed that:

• 39% of respondents perceive Google’s AI as a potential threat to their traffic.
• 43% are uncertain about its long-term impact.
• 32% reported adverse effects on visibility and click-through rates due to AI-driven changes in search result pages.

Another pressing concern is content scraping by AI platforms. While 32% of publishers allow scraping, 29% selectively block platforms, and 11% block them entirely. Strategies to mitigate these risks include:

• Implementing paywalls
• Utilising structured data; and 
• Enforcing legal policies to protect proprietary content

Top Challenges Facing News SEO Teams

SEO teams in the news industry face numerous obstacles, ranging from budget constraints to talent shortages. Key challenges highlighted in the survey include:

1. Budget limitations

• 34% of teams struggle with limited resources.
• 45% operate with less than $1,000 (around £820) per month for SEO tools, and 13% have no dedicated budget, relying solely on free resources.

2. Skills gaps

• 24% cited a lack of advanced SEO expertise within their teams, making it difficult to implement sophisticated strategies.

3. Tools and technology

• 17% reported a lack of specialised SEO tools tailored for news publishers.

4. Hiring challenges

• 13% noted difficulty finding skilled SEO talent to meet the demands of the evolving landscape.

These limitations underscore the importance of resource allocation and upskilling to stay competitive.

Lean SEO Teams Handling Heavy Workloads

SEO latest news from NewzDash also revealed that many SEO teams operate with limited personnel while managing multiple brands or websites:

• 44% of teams consist of just two to five members.
• 34% rely on a single SEO professional for all operations.
• On average, each team member oversees 4.5 brands or websites, with a median of three.

Organisational structures also vary, with SEO teams often working closely with editorial (32%), marketing (22%), or product/engineering teams (19%). Only a small fraction (5%) function as standalone SEO units.

Such constraints can limit a team’s ability to execute advanced strategies, invest time in experimentation, or respond quickly to emerging trends. In these scenarios, partnering with an experienced SEO agency like us at Springhill Marketing can make a significant difference.

Advantages of working with an SEO agency

Agencies bring a treasure trove of expertise, tools, and diverse perspectives to support in-house teams. By collaborating with specialists such as Springhill Marketing, organisations can:

• Access tailored SEO strategies designed to meet specific business objectives.
• Leverage specialised resources and tools without the need for additional investment.
• Scale efforts efficiently, ensuring no opportunities are missed due to resource constraints.
• Gain the flexibility to focus internal efforts on broader business priorities while external experts handle SEO intricacies.

For lean teams juggling multiple responsibilities, such partnerships provide the bandwidth and expertise needed to drive measurable results and stay competitive in the ever-evolving news SEO landscape.

The Crucial Role of Editorial Collaboration

Effective collaboration between SEO and editorial teams is a cornerstone of success for news publishers. The survey revealed:

• 64% of SEO professionals are involved in daily editorial operations, while 22% focus on major events or tentpole content.
• Training opportunities are often limited, with 55% offering only basic SEO training to editorial staff. However, 27% provide regular workshops, and 14% deliver advanced training programs.

When editorial teams align with SEO goals, publishers are better equipped to optimise content for breaking news and other high-stakes events. Encouraging greater buy-in and fostering cross-departmental collaboration will remain essential in 2025.

Preparing for 2025: Key Focus Areas

Looking ahead, the following SEO strategies should be prioritised to address emerging challenges and opportunities highlighted in NewzDash’s SEO latest news:

1. Google Discover optimisation – consider developing both technical and creative tactics to maximise traffic potential.
2. Adapting to AI disruptions – stay ahead of AI-driven changes in search result pages and protect content from scraping.
3. Diversifying traffic sources – reduce reliance on traditional search channels by exploring alternative platforms and audience acquisition strategies.
4. Strengthen cross-team collaboration – ensure SEO, editorial, product, and marketing efforts are compatible with each other to enhance efficiency and results.

Knowing How to Adapt is Key

The NewzDash 2025 News SEO Survey highlights the pressing need for agility and innovation as publishers navigate challenges such as AI-driven disruptions, budget constraints, and team limitations. By prioritising collaboration, diversifying traffic strategies, and staying ahead of technological trends, news publishers can position themselves for success.

At Springhill Marketing, we specialise in delivering tailored SEO solutions that drive traffic, improve visibility, and help you achieve your goals. Get in touch with our team, and let us provide you with bespoke digital marketing services to help you propel your business forward in 2025.