A recent survey conducted by NewzDash sheds light on the upcoming trends in news SEO for the year 2025. The study, which involved 100 news publishers and SEO professionals, highlighted the impact of AI disruptions, the significance of Google Discover, and the key challenges faced by the industry.
According to the survey findings, Google Discover has emerged as a crucial driver of traffic for publishers, with 52% of respondents ranking it as a top priority for the upcoming year. While 56% reported an increase in traffic from Discover, 21% experienced a decline.
The influence of AI-driven features on search engine results pages (SERPs) is undeniable, with 39% of participants viewing Google AI as a potential threat to traffic. However, 43% are uncertain about its impact, and 32% have noticed adverse effects on visibility and click-through rates due to AI changes.
Content scraping by AI platforms has also become a growing concern, with 32% of publishers allowing scraping, 29% selectively blocking platforms, and 11% completely blocking them. To safeguard their content, publishers are employing various strategies such as paywalls, structured data, and legal policies.
Among the primary challenges faced by SEO teams are limited budgets, lack of advanced SEO expertise, scarcity of specialized tools for news publishers, and difficulty in recruiting skilled SEO talent. Notably, 45% of respondents operate with a monthly budget of less than $1,000 for SEO tools, while 13% have no budget at all and rely on free resources.
Most SEO teams operate with lean resources, with 44% having 2–5 members and 34% managed by a single individual overseeing multiple brands or websites. Each team member manages an average of 4.5 brands or websites, with 32% closely collaborating with editorial teams and only 5% functioning as standalone SEO teams.
Collaboration between SEO and editorial teams remains crucial, with 55% offering basic SEO training to editorial staff and 45% reporting active follow-up on SEO recommendations. Publishers with aligned SEO and editorial teams are more likely to succeed in implementing SEO strategies effectively, particularly during critical events like breaking news.
Looking ahead to 2025, news SEO professionals are focusing on maximizing traffic through Google Discover, adapting to AI-driven changes, reducing dependence on traditional search traffic, and enhancing cross-team collaboration across editorial, product, and SEO departments.
The survey participants came from diverse backgrounds, with varying levels of experience, roles, and regional focuses. The insights from the 2025 News SEO Survey underscore the importance of adaptability, collaboration, and innovation in navigating the evolving landscape of news SEO.
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