Strategies for Ranking Highly on Google (September 2025)
AI Summaries are becoming a crucial component for ranking highly.
Every business owner I know wants the same thing: to show up higher on Google. It’s the one question that never goes away — because if you’re not visible, you’re not winning work.
That’s fine, so what’s the problem? Well, the old tricks don’t wash anymore. Jamming your page with spammy keywords, or paying for half-baked blog posts, might’ve done the job a few years back. Now it just makes you look outdated and antiquated.
So, sat here in September 2025, what is the right approach now?
This short and sharp article lays out the steps that actually matter today — clear, no-nonsense advice you can put to use straight away.
The Fundamentals Haven’t Changed (But the Rules Have)
The bread and butter tasks of SEO haven’t gone anywhere. You still need a tidy site, proper on-page structure, and mobile-first design. That’s not the problem, the problem is that it’s no longer a box ticking exercise. If you don’t do your SEO work to a high standard, you may as well not bother.
A sloppy site map doesn’t just annoy Google. It annoys real people too. And if your site doesn’t work smoothly on a phone, you’re already behind the curve. More than 70% of Irish web traffic now comes from mobile. That isn’t optional. It’s survival.
Quick win: Put your site through Google’s SEO Starter Guide. It’ll flag broken links, dodgy headings, and other issues you can fix today.
Optimising for AI-Driven Search (2025 Update)
Google isn’t just listing links anymore. Its Search Generative Experience (SGE) now writes answers directly into the results page. Handy for users, but not so great for businesses trying to win clicks. In fact, 65% of people now click less because of AI-driven answers.
So how do you stay visible when Google’s doing the talking? Structure your content so it can be pulled into those AI summaries. That means clear subheadings, bullet points, and short answers to common questions. Think of it less like writing an essay and more like building blocks for snippets.
There’s also the issue of trust. Google leans heavily on E-E-A-T — Experience, Expertise, Authoritativeness, Trustworthiness. A faceless article won’t cut it. Add author bios, reference your work, and show real-world knowledge. That credibility signals to both Google and your readers that you know what you’re talking about.
Technical SEO That Still Moves the Needle
I’ve found that technical SEO is the bit most businesses put on the long finger — until it costs them. If your site is slow, clunky, or impossible to crawl, you’ll bleed visitors and Google will notice. The reality? 53% of users leave if a page takes longer than three seconds to load.
Here’s a simple checklist I use to keep sites in shape:
Core Web Vitals: Check Largest Contentful Paint (LCP) and Interaction to Next Paint (INP). They tell you if your site loads fast and feels smooth.
Page speed: Run a test with PageSpeed Insights and fix anything in the red.
Mobile optimisation: Make sure your site actually works on a phone — not just in theory.
Indexing hygiene: Clean up broken links, errors, and make sure your content is crawlable.
Consistency: Review regularly; don’t wait until rankings drop.
Get these basics right and you’ve already beaten a huge chunk of the competition.
Content That Wins in 2025
I’ve found that the sites actually climbing rankings this year all share one thing: their content feels written for people, not machines. That might sound like common sense. But take a look around and you’ll still see plenty of websites trapped in the old habit of stuffing keywords into every second line. It doesn’t read well. It doesn’t rank well either.
What works now is balance. Long-form, evergreen guides give you authority and stick around for years. They become reference points. They signal expertise. Then there are the short, topical posts.
Quick to write, quick to read, but they tell Google your site is alive and relevant. Both matter.
The real difference, though, is intent. What was the searcher actually hoping to find? That’s the question Google is asking too. If your content gives a clear, useful answer, you’re rewarded. If it’s thin or churned out by AI without editing, you’re in trouble. According to Search Engine Journal, thin, AI-only articles are already being downranked as of June 2025.
Local SEO for Small Businesses
If you’re a small business in Dublin, the fight isn’t for national domination, it’s for what shows up when someone nearby types “coffee shop near me” or “plumber Dublin 2.” That’s the search that wins you work. Ignore it and you’ll hand business straight to your competitors.
Your Google Business Profile is where it starts. I’ve seen cafés around College Green pack theirs with photos, menus, and updated hours, and the payoff is obvious — they get found. Reviews are another make-or-break factor. A hairdresser in Rathmines with 40 four-star reviews will beat a slicker salon with two lukewarm ones. And don’t forget NAP: your Name, Address, and Phone must match exactly across every listing, from Google Maps to a local directory.
Local content adds extra weight. Write about serving Dublin 1 or helping clients in Ballsbridge. It proves you’re relevant. One of the SEO Industry’s favourite stats is that 78% of local searches lead to an offline purchase within 24 hours. That could be the difference between someone ringing you today or walking into a competitor tomorrow.
Quick Wins vs Long-Term Strategy
Some SEO improvements deliver results quickly. Updating your metadata, adding descriptive alt text to images, or fixing broken links are all changes that can give your site an immediate lift. They don’t take long, but they make a difference.
Other improvements take more time, and that’s where a longer-term strategy comes in. Building a clear content plan, developing links from reputable sites, and steadily growing your authority are what secure lasting visibility. Quick wins can open the door, but it’s the long-term work that keeps your business in front.
Conclusion
Ranking on Google in 2025 isn’t about hacks or shortcuts. It boils down to three things: a site that works properly, content that feels genuine, and being visible in Google’s AI-driven results. Nail those and you’re in the game.
From my own work, I’ve found that when businesses focus on these basics, two things happen. They rise in the rankings, sure. But more importantly, the customers they attract are a better fit. People trust them more because the online presence matches the standard of their work. That’s the bit most forget.
SEO isn’t a box you tick once and move on from. It’s an ongoing graft, and the benefits build up over time. If you’re wondering where to start, or how to keep it going, that’s exactly what I’m here for.
Want a personalised SEO roadmap tailored to your business? Explore my SEO Auditing service today.
Colin Smith
Colin is a freelance business copywriter with five years’ experience helping businesses sharpen their digital presence. Through Colin Smith Creative, he blends SEO expertise with a knack for clear, engaging content that puts brand character front and centre.
Frequently Asked Questions
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The quickest lift usually comes from sorting the basics — tightening up metadata, adding proper alt text to images, and fixing broken links. I’ve seen Dublin businesses jump a few spots within weeks just by getting those things right. Quick wins won’t take you to the top, but they will get you moving.
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AI-driven search results mean Google now answers questions directly, often before a user clicks through. That makes structuring your content for snippets, FAQs, and clear takeaways essential. Think less about stuffing in keywords and more about how to give a sharp, trustworthy answer in one or two lines.
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More than ever. For cafés in Rathmines or plumbers in Dublin 8, local searches are where the phone starts ringing. Reviews, consistent business info, and an up-to-date Google Business Profile make the difference. BrightLocal found that 78% of local searches lead to an offline purchase within 24 hours — that’s proof it works.
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They’re Google’s way of measuring site performance. Largest Contentful Paint checks how quickly your main content loads. Interaction to Next Paint looks at how smooth your site feels when people use it. In plain terms? If your site drags or glitches, you’ll lose both visitors and rankings.
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It depends. Quick fixes like cleaning up metadata or broken links can show improvement in weeks. But building authority through content and links is a slower process, often taking three to six months. The good news? When it kicks in, the growth is more sustainable than any short-term tactic.
