Best SEO Tools for 2025 – Ranked and Analysed  Cybernews
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Understanding search engine algorithms can determine the success of a business when it comes to digital marketing.
Deepak Bansal is a thought leader and innovator specializing in search engine optimization (SEO), online advertising, and web analytics. He has built a reputation for transforming how businesses connect with their audiences, extending beyond top search results and entering into the field of user experience (UX) and full-spectrum optimization.
SEO has evolved from mere keyword optimization to a focus on user experience. Bansal explains that SEO’s value is improving how users interact with a website. His strategies, which range from simple on-page optimization to crawler-specific semantic language matching, meet user needs and optimize search engines by understanding a user’s intent and behavior.
“SEO today is about aligning content with user intent,” Bansal explains. “When you provide what users are searching for, search engines naturally reward your site with higher visibility. It’s a win-win.”
Deepak Bansal’s methodology involves reviewing web analytics and user behavior. He creates websites that rank well and engage visitors by identifying areas for improvement, such as navigation and load times. These sites, in turn, earn higher conversion rates.
One prominent example of Bansal’s success is his work with Move Interstate. Developing a comprehensive digital marketing strategy that combined advanced SEO techniques with targeted content, Bansal facilitated a 45% increase in organic traffic over six months. This surge in visibility also led to a rise in lead generation and customer engagement, driving Move Interstate for long-term growth.
Integral to Bansal’s success is his desire to improve continuously, guided by data analysis. In a field like digital marketing, integrating real-time strategies based on data is essential. Bansal uses analytics to refine his SEO methods, ensuring they remain effective as digital trends evolve.
“Data is central to effective SEO,” Bansal emphasizes. “It guides us in making decisions that improve rankings, all while enhancing user experience.”
For Northbound Treatment, Bansal implemented a patient-centric strategy combining storytelling and localized SEO. Advanced analytics provided insights that enabled ongoing refinement, resulting in a 99.1% increase in organic traffic over 12 months and boosting patient inquiries.
Deepak Bansal’s specialization in localized SEO and geo-targeted content creation has also set him apart in the field. His strategies have led to substantial improvements in local search rankings for clients like the Asghar Law Firm, which saw a staggering 3800.9% increase in organic traffic over the past year. In this case, Bansal drove highly-targeted traffic and improved client visibility by specifying on-page content to the needs of local demographics.
With the field of digital marketing showing no signs of slowing down, Deepak Bansal has turned his focus to the latest technological and cultural developments. He sees remarkable potential in integrating artificial intelligence (AI) and machine learning (ML) into SEO. These technologies can enhance data analysis accuracy and enable more predictive and proactive marketing techniques.
“AI is transforming the very concept of SEO, from keyword research to content creation,” says Bansal. “The ability to analyze large datasets and predict user behavior will enable us to create even more personalized and effective marketing strategies.”
Deepak Bansal has also adapted his efforts to the growing importance of voice search and mobile-first indexing, optimizing content for these technologies to guarantee his client’s success in a competitive marketplace.
His perspective on SEO and digital marketing reflects an authentic understanding of user behavior and the importance of data-driven strategies. His work helps businesses achieve higher search engine rankings and ensures they deliver a superior user experience. “Success in digital marketing isn’t just about being visible,” Deepak Bansal notes. “It’s about being relevant, engaging, and, most importantly, user-centric.”
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Find out why enterprise SEO is crucial in the age of AI and how integrating SEO teams can boost success across multiple channels and markets.
Artificial intelligence isn’t just influencing search – it’s fundamentally reshaping how users discover information and how search engines deliver results.
This evolution presents extraordinary opportunities while adding more complexity for enterprise SEO organizations.
Organizations are grappling with an environment where AI doesn’t just assist with search – it fundamentally shapes how every marketing function performs.
To accommodate so many new search developments and the integration of AI applications, almost every enterprise organization will, at some point, have to elevate, restructure, and integrate their SEO departments deeper within their marketing, creative, and branding teams.
Enterprise SEO is now pivotal to multiple channels and markets. Its integration with generative AI markets alone (not to mention content markets) means its total addressable market (TAM) grows.
The rapid progression of AI is redefining how organizations approach SEO.
Its integration into Google AI Overviews and the rise of new AI-first entrants like Perplexity and OpenAI’s ChatGPT Search have fundamentally shifted approaches from basic keyword matching to prioritizing user intent and delivering conversational, synthesized responses.
While Google remains dominant with 92% market share, new entrants are growing at a rapid rate, which is expected to accelerate in 2025 and potentially impact market share.
The way users interact with search has fundamentally transformed this year.
We’ve moved beyond simple keyword queries to complex, contextual interactions that span multiple formats and devices.
AI chatbots and generative AI are starting to impact search behavior as users expect search engines to understand their intent rather than just their words.
People are using AI chatbots to find answers to questions while others – like Generation Z – look to social platforms to search.
They are looking for conversations and new ways to interact in search.
Modern users are approaching search differently than ever before:
In addition, shifts from Google and AI engines will mean organizations have to pivot for some major changes ahead:
We’re witnessing a fundamental shift from traditional keyword-based search to AI-powered discovery systems that understand and anticipate user needs.
Unlike traditional search engines, AI-driven platforms provide holistic interpretations of user queries, offering detailed answers and anticipating potential follow-up questions.
They are doing this in three ways:
These shifts require enterprise SEO marketers to become more involved in creating authoritative, informative, and well-structured content to be found and cited by AI engines.
This also expands to entrants like You.com, Brave as a privacy engine, and Anthropic’s Claude.
And do not forget: social media platforms.
Many platforms, such as Meta, are building AI-powered search engines. In Meta’s case, it is building a search index to complement its Meta AI chatbot and rely less on Google.
As demographic understanding and targeting become essential, platforms like TikTok, Instagram, and Snap are prime for Gen Z searches and sources of information.
Learn More: The Rise Of TikTok As A Search Engine
Worldwide, wearable device shipments will reach 537.9 million units by the end of the year. This is another rapidly developing market for enterprise SEO professionals to consider.
The key to AR/VR, AI glasses, pins, and smart device success lies in consumer comfortability.
The AI and wearable trend is not just about the device or gadget. It’s about creating a symbiotic relationship between humans and new AI technology – another consideration for 2025.
And let’s not forget that, while there is competition in search, there are also partnerships that enterprise SEO marketers need to keep an eye on.
Apple Intelligence and ChatGPT will be something to watch as AI and search reach more mobile devices.
Amazon and Anthropic are making strides, catering to enterprises with their computer-to-computer autonomous digital agent.
Marketers will face a diverse ecosystem where multiple AI-powered platforms serve different user needs and search intentions.
AI-driven engines like Google AIO, ChatGPT, and Perplexity have introduced diverse ways of searching for and consuming information.
Here are the three main ways for the purpose of this article.
Google’s entry into this space with AI Overviews shows how traditional search is evolving.
These AI summaries appear at the top of search results, giving users quick insights while maintaining access to traditional search features.
AI Overviews summarize search results for users, often highlighting authoritative sources and presenting concise answers at the top of the search page.
Its strength lies in how it weaves citations directly into its answers, creating quick summaries that users can trust.
Think of it as having a research assistant who finds information and shows exactly where it came from. This makes it incredibly useful for comparing different sources and gathering reliable information quickly.
Uses Bing’s live index to surface real-time results. It is now integrated into ChatGPT Search; its conversational approach and transparent citations allow users to find relevant, up-to-date information efficiently.
Learn More: AI Agnostic Optimization: Content For Topical Authority And Citations
While AI and new technologies continue to reshape the search landscape, the fundamental technical principles of SEO remain crucial for success.
The foundation of effective AI optimization will lie in implementing robust structured data and schema markup.
These technical elements are a translation layer between your brand, content, and AI systems. With schema markup, you’re essentially providing AI engines with a roadmap to understand:
Success in AI-powered search requires establishing strong content credibility.
Modern AI search platforms evaluate authority through multiple lenses – not just traditional metrics like backlinks but also information accuracy and source reliability.
AI search engines place significant weight on content from verified, authoritative sources. This shift means content creators must focus on building and maintaining their reputation as trusted information providers.

Text-based search is no longer the sole player in the field. Multimodal search, which combines text, voice, image, and video, will become standard practice.
BrightEdge observed a 121% increase in ecommerce-related YouTube citations for AI Overviews.
Due to the multimodal nature of generative AI, this means that the AI is capable of “watching” a video and using the content in it to help formulate an answer.
Unlike traditional search, where transcripts or metadata around a video are necessary to ensure rankings, AI can seamlessly pivot between video and text.
Enterprises must expand their SEO strategies to include diverse content types and ensure their assets are optimized for video, visual, and voice-activated searches.
As voice-activated searching becomes mainstream, content needs to mirror natural conversation patterns.
Instead of focusing solely on traditional keyword optimization, craft content that answers questions the way people actually ask them.
Think about the difference between typing “best Italian restaurants in San Mateo” versus asking, “Where can I find authentic Italian food near me in San Mateo?” Your content should address both.
Get visual with your storytelling and transform your SEO and content strategy by incorporating compelling visual elements that enhance user understanding:
Help AI systems understand and properly index your multimedia content by:
While Google still dominates, marketers should continue to focus on balancing traditional search and AI Overviews while optimizing for high-growth alternative engines.
While multiple legal trials and cases across the whole search and AI landscape take place, as marketers, we need to focus on the now while always preparing for pivots.
In 2025, Enterprise SEO professionals need to focus on:
The complexity of modern enterprise SEO will demand a new organizational approach. Success requires seamless integration between SEO, content, technical teams, and AI specialists.
Monitoring, adapting, and growing are the three “keywords” to have a conversation around.
More resources:
Featured Image: tadamichi/Shutterstock
Lemuel is the founding CTO of BrightEdge. He brings 15 years of industry knowledge and experience in building enterprise-class solutions …
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Analysis by NewClimate Institute and Carbon Market Watch asks ‘how do we improve the rules of the game?’ Read More
 
Five tech companies often cited as exemplars for emissions reductions ambition face a strategy crisis exacerbated by growth plans for artificial intelligence and outdated greenhouse gas accounting practices, finds an analysis by two European think tanks.
The companies — Amazon, Apple, Google, Meta and Microsoft — are closely evaluated in a chapter of the 2025 Corporate Climate Responsibility Monitor, published June 26 by NewClimate Institute and Carbon Market Watch. “Tech companies’ GHG emissions targets appear to have lost their meaning and relevance,” the analysis found.
Tech companies can reclaim their leadership positions by recasting their renewable electricity investments to more closely match the hourly energy consumption of cloud computing operations; innovating to increase the lifespan of the hardware in their product lines and data centers; and boosting the amount of recycled materials and critical minerals they use, according to the report.
“Our real criticism is about the system: how do we improve the rules of the game,” said Thomas Day, a climate policy analyst with NewClimate.
Amazon, which received an advance copy of the report, said through a spokesperson that it “mischaracterizes our data and makes inaccurate assumptions throughout— its own disclaimer even acknowledges [NewClimate Institute] cannot guarantee its factual accuracy. By contrast, we have a proven, independently audited, seven-year track record of transparently delivering facts that follow global reporting standards.” 
All five companies remain resolute in commitments made at the beginning of this decade. Microsoft, which in May reported a 23.4 percent cumulative increase in its carbon footprint since 2020, is “pragmatically optimistic” about its plan.
“We remain committed to developing and supporting innovative solutions to reduce emissions from key data center and operational inputs including electricity, building materials, chips and fuels, focusing on long-term solutions over short-term stopgaps,” a company spokesperson said in response to questions about this report. “To do this, we have been adapting our strategies to leverage new sustainability technologies and address the challenges of expanding energy demand.
Google, Amazon and Meta have likewise reported increases since their baseline years. They have yet to publish their latest updates, although Google’s update is due imminently.
Apple, Google and Meta did not respond to requests for comment.
Energy demand for data centers grew 12 percent annually between 2017 and 2024, and there’s nothing to suggest a reversal. “If energy consumption continues to rise unchecked and without adequate oversight, these tech companies’ existing GHG emissions reduction targets may likely be unachievable,” the report said, “as companies may struggle to install additional renewable electricity generation fast enough to meet this increase as well as reduce existing emissions.” 
Apple has so far cut emissions by 60 percent since 2015, according to its April update, but its data center exposure is smaller than the other companies and its calculations rely heavily on avoided-emissions estimates.
Apple’s claims also lean heavily on its push to get its supply chain to transition to renewables. So far, key suppliers have brought 17.8 gigawatts of solar and wind online, which represents about 95 percent of its spending. The goal is to get them to use renewable energy for 100 percent of their production by 2030.
“Apple is the only one of these companies with a meaningful target for supply chain electricity from renewables,” said Day. “This remains a huge blindspot for this sector.”
At least one-third of the emissions footprint from tech sector companies comes from energy used to manufacture computer hardware, according to the report.
All five companies based their emissions reductions targets on current guidance from the Greenhouse Gas Protocol, which allows them to write down their energy footprints with renewable electricity certificates. Many are sourced through virtual power purchase agreements or deals with utilities to put more solar, wind and other renewables on the grid. 
Those methods are being revised, with huge implications for how they’ll be able to report on progress in the future. One change under consideration, for example, would require the companies to match location-based energy consumption with renewables on an hourly basis. That’s stricter than the approach they can use today. 
While Microsoft and Google have embraced the hourly approach, Amazon and Meta advocate a different method that focuses on the potential of corporate renewables investments to reduce emissions on fossil fuels-heavy grids. Apple’s position is somewhere in the middle. 
The bottom line: “The companies will likely need to update their targets in accordance with the revised accounting rules,” the report said.
The tech giants could improve the credibility of their emissions reductions targets by setting more specific targets for increasing the lifespan of the hardware — both the electronic devices sold to consumers and those used in their data centers. None of the five companies considered have set specific targets to increase the longevity of their hardware, according to the report.
“We need more benchmarks and guidance around this,” Day said. “But they need to move ahead of the rules of the community.”
The analysis also recommends more focus on increasing the share of recycled materials and critical minerals in servers, personal computers and other devices. So far, their commitments are limited. 
Meta “prioritizes” recycled content. Apple aims to use 15 priority materials including rare earths from recycled sources, but isn’t specific about a target date. Google has goals for its consumer products, although not for data centers. Microsoft started mining hard drives for rare earths in April and Amazon supports recycling and trade-in programs. Neither, though, have specific targets.
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