If you’ve been in the SEO world for a while, you know Google never stands still. Every so often, an update comes along that shakes up rankings and keeps marketers on their toes. Over the years, updates such as Fred, Freshness, Payday, and BERT have transformed our understanding of content, user experience, and what constitutes “good SEO”.

As we head into 2025, the key to surviving (and thriving) through algorithm changes isn’t chasing loopholes; it’s building a strong, people-first foundation.

1. Fred: Stop Writing for Ads, Start Writing for People

The Fred update hit websites that cared more about ad clicks than providing real value. Sites stuffed with affiliate links and thin articles dropped overnight.

What to do in 2025:
Focus on useful, reader-centred content. Every article should clearly solve a problem or answer a question. Ads are fine, but they shouldn’t overwhelm your users. Consider monetisation a consequence, not the objective of trust.

2. Freshness: Keep Your Content Alive

The Freshness update reminded us that old content can go stale. Google favours pages that reflect the latest information, trends, and insights, especially in fast-moving industries.

Your 2025 strategy:
Don’t just publish and forget. Schedule time every few months to update key posts, refresh statistics, replace outdated examples, and add recent insights. Show both Google and your audience that your site is active and relevant.

3. Payday: Clean Up Your SEO Habits

The payday loan update focused on cracking down on spammy SEO tactics such as keyword stuffing, link buying, and other manipulative shortcuts that used to “work”.

How to survive now:
Stick to ethical SEO practices. Build genuine relationships for backlinks, avoid shady link farms, and focus on quality over quantity. Google is getting smarter every year, and manipulative tactics simply don’t last.

4. BERT: Talk Like a Human, Not a Robot

BERT changed the game by helping Google understand language more naturally. Instead of focusing on exact-match keywords, BERT prioritises context and intent.

What this means for 2025:
Write the way people actually speak. Use conversational language, answer real questions, and cover topics in depth. Focus on what your audience truly wants to know, not just what they might type into a search engine.

5. The 2025 SEO Mindset

All of Google’s updates share one thing in common: they push us toward better content and better user experiences. Instead of fearing updates, use them as reminders to stay honest, helpful, and up to date.

Key takeaways for 2025:

• Keep your expertise visible (E-E-A-T still matters).

   

• Blend AI tools with your authentic human voice.

   

• Make your content fast, accessible, and enjoyable to consume.