As the digital landscape continues to evolve, staying on top of the latest developments in SEO is no longer optional – it’s essential. Search engines are becoming smarter, algorithms more complex, and user expectations higher than ever. In this edition of The SEO Bulletin, we dive into three foundational pillars of search engine optimisation: link building, content strategy, and mobile optimisation. Whether you’re managing SEO in-house or for clients, these areas remain vital to organic growth in 2025 and beyond.
Link Building: Earning Authority in a Crowded Landscape
Despite ongoing debates in the SEO world, link building remains a core ranking factor. However, Google’s emphasis has shifted from sheer quantity to quality and context. The days of mass directory submissions and low-effort backlinks are long gone. Today, successful link building is rooted in relevance, authority, and natural acquisition.
What’s Working in 2025?
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Digital PR and Brand Mentions: Building relationships with journalists and industry influencers to earn high-quality mentions in online publications continues to deliver results.
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Content-Led Link Attraction: Publishing original research, interactive tools, or in-depth guides can naturally earn backlinks from credible sources.
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Topical Relevance: Google’s algorithms increasingly reward backlinks from websites that share a contextual relationship with your industry or niche.
Focus on building a network of meaningful connections rather than chasing every link opportunity. Remember – one backlink from a trusted, relevant domain is often worth more than dozens from unrelated, low-authority sources.
Content Strategy: Moving Beyond Keywords
Content remains king, but the throne has changed hands. In 2025, crafting content that simply targets keywords is no longer enough. Search engines are now prioritising user intent, search experience, and topical depth.
Key Trends to Embrace:
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Search Intent Alignment: Understand whether your audience is looking to learn, compare, or buy – and match your content format and tone accordingly.
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Topical Clusters: Organise your content around core topics with related subtopics. This not only improves site structure but also enhances topical authority.
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E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness continue to influence rankings, particularly in YMYL (Your Money or Your Life) niches like health, finance, and law.
Also, don’t overlook content refreshes. Regularly updating your existing posts can help maintain rankings, especially when search intent or data changes over time.
Mobile Optimisation: Catering to the Dominant Device
With mobile traffic accounting for over 60% of global website visits, mobile optimisation is no longer a technical add-on – it’s a strategic necessity. Google continues to use mobile-first indexing, meaning it primarily uses the mobile version of content for ranking and indexing.
What You Should Prioritise:
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Page Speed: Slow-loading pages drive users away and damage rankings. Aim for load times under 2 seconds, and use tools like Google PageSpeed Insights to identify performance issues.
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Responsive Design: Your website must adapt fluidly to various screen sizes without compromising user experience or functionality.
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Core Web Vitals: Google’s user-centric metrics – including Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) – are key indicators of mobile performance.
Also, remember accessibility. Mobile users often browse with limited bandwidth, screen glare, or distractions – design with clarity and simplicity in mind.
Final Thoughts
SEO is a dynamic discipline, but certain fundamentals remain constant. By focusing on high-quality link acquisition, creating content that resonates with user intent, and delivering seamless mobile experiences, you can build a solid, future-proof foundation for organic visibility.
As search engines evolve, so too must your strategy. Keep testing, stay informed, and always place the user at the heart of your optimisation efforts.