News SEO in 2025: What You Need to Know

As the digital landscape continues to evolve, news SEO in 2025 is seeing significant shifts driven by AI advancements, the growing influence of Google Discover, and the ever-present challenges of limited budgets and lean teams. A survey by NewzDash, involving 100 news publishers and SEO professionals, sheds light on the trends shaping the future of news SEO and offers strategies to adapt effectively.

Let’s break down the key findings and what they mean for publishers striving to stay competitive.

The Rise of Google Discover: A Mixed Bag for Publishers

Google Discover, an AI-powered feed of personalised content, has emerged as a critical traffic source for news publishers. However, its impact isn’t universally positive:

• 52% of respondents ranked Discover as a top priority for 2025.
• While 56% reported traffic increases from Discover in recent months, 21% noted declines.

Publishers are finding that while Discover offers significant potential to reach audiences, it requires a careful balance of technical optimisation and creative strategy to maximise its benefits.

AI Disruptions: A Double-Edged Sword

Artificial intelligence (AI) continues to disrupt the search landscape, altering search engine results pages (SERPs) and influencing click-through rates:

• 39% of respondents view AI-driven features as a threat to traffic, while 43% remain uncertain about its long-term impact.
• AI-driven changes in search have adversely affected visibility and click-through rates for 32% of publishers.

Content scraping by AI platforms has also emerged as a pressing issue:

• 32% of publishers permit scraping.
• 29% selectively block platforms.
• 11% block all scraping entirely.

To counteract these challenges, publishers are experimenting with various protective measures, including paywalls, structured data implementation, and robust legal frameworks.

Top Challenges for News SEO Teams

The survey reveals that news SEO professionals face several obstacles in their efforts to adapt to changing dynamics:

1. Budget Constraints:
   • 34% struggle with limited funds for tools and resources.
   • 45% operate with a monthly budget of less than $1,000, and 13% have no budget, relying solely on free tools.
2. Skills Gaps:
   • 24% cite a lack of advanced SEO expertise within their teams.
3. Access to Tools:
   • 17% report a lack of specialised SEO tools tailored for news publishers.
4. Hiring Challenges:
   • 13% struggle to find skilled SEO professionals.

With such constraints, many teams are forced to innovate with minimal resources, emphasising the need for cost-effective solutions and strategic planning.

Lean SEO Teams: Maximising Limited Resources

Most SEO teams in the news industry are small but manage significant workloads:

• 44% of teams consist of just 2–5 members.
• 34% are solo practitioners responsible for all SEO efforts.
• On average, each team member handles 4.5 brands or websites, with a median of 3.

Team organisation varies across organisations:

• 32% work closely with editorial teams.
• 22% are part of marketing departments.
• 19% report to product or engineering teams, while only 5% function as standalone SEO units.

Collaboration with Editorial Teams: Bridging the Gap

Effective collaboration between SEO and editorial teams remains a critical factor in achieving SEO success:

1. Training:
   • 55% of respondents provide only basic SEO training to editorial teams.
   • 27% conduct regular workshops, while 14% offer advanced training.
2. Buy-In:
   • 45% of editorial teams actively follow SEO recommendations.
   • 52% partially implement suggestions, and 3% disregard them entirely.
3. Daily Involvement:
   • 64% of SEOs are involved in daily editorial operations.
   • 22% focus exclusively on major events or tentpole content.

Aligning SEO with editorial strategies is particularly critical during high-stakes events, such as breaking news, where quick and strategic decision-making can make a significant difference.

Key Strategies for 2025

Looking ahead, news SEO professionals are prioritising the following areas to remain competitive:

• Google Discover Optimisation: Focusing on both technical and creative strategies to maximise traffic from Discover.
• AI Adaptation: Staying ahead of AI-driven changes in search and finding ways to mitigate adverse impacts on traffic.
• Diversification: Reducing reliance on traditional search traffic by exploring alternative channels and platforms.
• Cross-Team Collaboration: Encouraging alignment between editorial, product, and SEO teams to create a unified approach to content optimisation.

Survey Demographics: A Snapshot of Participants

The survey participants came from diverse backgrounds, offering a broad perspective on news SEO trends:

• Experience:
  • 34% have 1–4 years of experience, bringing fresh ideas.
  • 29% have over 10 years of experience, offering deep industry insights.
  • 37% fall in the 5–10 years range, blending experience with innovation.
• Roles:
  • 40% are managers.
  • 31% are specialists.
  • 18% hold director-level positions, and 11% are VPs or C-suite executives.
• Regions:
  • 38% focus on Europe.
  • 31% are based in North America.
  • 31% operate in other regions, including Asia, Latin America, Africa, and multi-regional markets.
• Team Types:
  • 83% work in-house, while 17% rely on agencies or freelancers.

Key Takeaways for Publishers

The 2025 News SEO Survey underscores the need for agility and innovation in navigating the evolving digital landscape. Success in news SEO will depend on:

• Crafting strategies that align with Google Discover and AI-driven SERPs.
• Addressing budget and resource constraints through cost-effective tools and training.
• Enhancing collaboration between SEO, editorial, and product teams to streamline efforts.

By staying informed and adapting to emerging trends, publishers can position themselves to thrive in the competitive world of digital news.

Final Thoughts

News SEO in 2025 presents a mix of opportunities and challenges. While advancements in AI and platforms like Google Discover open new avenues for traffic, they also demand innovative strategies and collaboration across teams. For publishers willing to adapt, the evolving SEO landscape offers a chance to stay ahead of the curve and deliver content that resonates with their audience.