The ultimate guide to understanding what "good" actually looks like in SEO in 2025. Metrics are meaningless without context - That’s why we analysed key SEO data across 10,000 websites in 10 industries, giving you the insights you need to understand your performance, set realistic goals, and plan for success.

2024 was a transformative year for SEO, marked by major shifts that will shape strategies for years to come. In the wake of the September 2023 Helpful Content Update, many large sites faced steep traffic declines, with few making meaningful recoveries. Amidst these challenges, the SEO landscape saw constant change.

• In February Google and Reddit struck a deal, in response to users seeking user-generated content in the SERPs
• In May the Google leak shook the SEO community, reinforcing the importance of branded queries and user metrics in search performance
• In August Google launched AI Overviews, shaking up the SERP landscape further

These changes didn’t impact all industries equally. User behavior, search intent, and content expectations vary across industries, making SEO a highly contextual discipline.

That’s why SEO can’t be approached in isolation. Each industry has distinct benchmarks, and understanding them is key to setting realistic traffic, engagement, and ranking goals.

With that, we present the 2025 SEO Benchmark report, your guide to understanding what works in your industry. Use this data to compare your performance, refine your strategy, and set achievable SEO goals.