Modern search requires focusing on human needs first through quality content, excellent page experience, and solid technical foundations—not chasing algorithms or permanent rankings.
Understanding Modern Search
Gone are the days when simply linking your website with search engines was enough to get your website seen by your customers. SEO has changed. In fact, the acronym SEO may be a misnomer now.
Search is no longer just about search engines. Modern search is all about making your content readable and attractive to people, with the search engines bots being the 'man-in-middle', so to speak.
The word "optimisation" - the O in SEO - can also be a little misleading, giving the idea that it is a final destination to reach. When in reality, there is no point when your website is full "optimised". Today, search is all about the whole experience, how valuable the content on your website is to people, how easy and logical its structure is for your visitors and the quality of your website build.
So, here are 3 things we should be working on in 2025.
1. Quality Content
Give visitors what they're looking for. It's frustrating not bring able to find what you were hoping to. More frustrating when you do, is trying to consume content that is difficult to understand, wordy, illogical or out of date.
- Write clear, helpful information for people not search engines.
- Organise your content so that it flows. Not sure if it does? Ask someone whom you trust but who isn't in your industry to give you their thoughts.
- Keep your website relevant with updated and new content.
2. Page Experience
Provide a great experience for your visitors by making your website easy to use. One of the best ways to do this is to keep it simple!
- Create simple navigation. Don't overcomplicate the main navigation with too many links. You can include less important links in your content and in the footer.
- Add clear "next step" buttons and links. Make it obvious what your visitors should do next.
- Make buying easy. Aim for the 'two-click' principle. Can someone visiting your page get where they want in just a couple of clicks, especially if they want to purchase a product or a service.
3. Technical Basics
Make your website run smoothly by:
- Using smaller image files. Modern image file formats mean your images will load quicker. If you can, go for webP or Avif formats, and avoid PNG for larger images.
- Fixing broken links. Links can break easily, especially if you are updating your content regularly. You may forget to remove a link to an outdated service or update a URL to a new one. If you can't find and fix broken links yourself, ask your Webflow developer for help.
The Reality of Rankings
Search results are different for everyone based on where they're located, what device they are using, and their search history.
- Google constantly updates how it ranks websites; it uses over 200 ranking factors
- There is no "permanent" top spot
Measuring What Matters
Instead of focusing solely on rankings, track metrics that directly impact your business:
- How many people visit your site
- How long they stay
- How many become customers
- How they interact with your content
You may already have an analytics tool that you are using, happy with, and that tells you these kinds of things. Great! However, with Webflow, it's become even easier to track how your audience is interacting with your site, without leaving your site! 👋🏼 Say hello to:
Webflow Analyze: Native Site Analytics
- Webflow Analyze is a newly released native analytics tool that provides insights on visitor interaction with a site.
- It offers site and page insights directly within Webflow, eliminating the need to switch between tools or navigate third-party dashboards.
- The tool provides effortless, code-free setup with one-click setup and automatic event capture.
- It offers features like tracking most-viewed pages, unique visitors, and specific click events.
- Webflow Analyze integrates with leading consent management platforms (CMP) like DataGrail and Finsweet Components.
- The tool is available as an add-on to Basic, CMS, and Business Site plans, and to Enterprise plans for enterprise customers.
Conclusion: Embracing Search in 2025
The landscape of search has fundamentally transformed. What once was a technical exercise in pleasing algorithms has evolved into creating genuine value for real people. Modern search success demands a holistic approach that prioritises human experience whilst acknowledging search engines as facilitators rather than the end audience.
By focusing on quality content that truly addresses visitor needs, creating intuitive page experiences that simplify rather than complicate, and maintaining technical fundamentals that ensure smooth performance, businesses can thrive in this new search paradigm.
Remember that search is not a destination but a journey—one that requires continuous adaptation as ranking factors evolve and user expectations change. There is no permanent solution, only ongoing commitment to serving your audience better each day.
