In today’s digital-first landscape, visibility is everything. Whether you’re running a small business or leading a nonprofit, showing up when and where people are searching can make or break your marketing efforts. That’s where search engine optimization (SEO) comes in.
In a recent Compete Now webinar, Donato Dandreo, President and Digital Strategist, outlined a clear, actionable roadmap to help organizations of all sizes take control of their SEO strategy in 2025. From understanding how AI is reshaping search to developing a keyword-rich content plan, here’s everything you need to know to boost your organic rankings and start getting results.
The Changing SEO Landscape: AI, Tighter Budgets & Real Results
Search behaviors are evolving fast. Tools like ChatGPT and Google’s new AI Overviews are changing how people find information—and service providers. Google’s algorithm updates are beginning to reward content that feeds AI models effectively, which means the bar is higher than ever for SEO.
At the same time, tighter budgets and increased internal scrutiny mean your SEO efforts must drive real, measurable impact. Gone are the days of pumping out “101-level” blog posts just to increase traffic. In 2025, SEO needs to support business goals—from lead generation to brand visibility.
Step 1: Start with Strategic Keyword Research
Great SEO begins with great keyword research. But instead of jumping straight into tools, start with internal insights:
- Ask your team—Sales, leadership, and marketing—what your organization wants to be known for.
- Compile a list of high-priority keywords your ideal customers might search for.
- Explore competitors—especially those ranking well on Google. These might not be your real-world competitors but could dominate in search for your niche.
- Audit your current rankings using tools like SEMrush or Moz. Identify existing keywords you rank for, which ones are underperforming, and where to focus next.
Pro Tip: Your “search competitors” can differ significantly from your day-to-day business competitors. Identify who dominates SERPs for your top terms and study them.
Step 2: Refine and Prioritize Your Keyword List
Once you have your master list:
- Group related keywords into themes or topics.
- Check search volume and keyword difficulty to assess opportunities.
- Decide on the best match between each keyword group and either an existing page or a new page.
At this stage, you’ll want to decide what pages to improve and what pages to build. Think of this as your SEO content roadmap for the next 6–12 months.
Real Example: Boston Yacht Charters
During the webinar, Donato analyzed a real website—BostonYachtCharters.com. The site had strong visibility for its main keyword but lacked supporting pages to capture other important terms like “private yacht charter Boston” or “sailboat charter Boston.”
By identifying gaps, segmenting keywords, and targeting related search terms with new content pages, the site could significantly expand its visibility while protecting its current rankings.
Step 3: Plan for On-Page SEO Optimizations
Once you’ve prioritized your keyword-to-page strategy, it’s time to execute. Each page should be carefully optimized for its assigned keyword group.
Key elements to include:
- Page title & meta description with target keyword
- H1 and subheadings using variations and related terms
- Body content with at least 600–800 words (or more if competitors go deeper)
- Structured formatting (FAQs, accordions, visuals, etc.)
Use tools like SEMrush’s Content Template or Google’s top 10 search results to assess what it takes to outrank existing pages.
Step 4: Track Your SEO Progress
If you’re not tracking your keyword rankings, you’re flying blind.
Use tools like SEMrush, Moz, or Google Search Console to monitor:
- Keyword position changes over time
- Clicks and impressions for priority terms
- Conversion metrics from organic traffic
Donato shared an example from Compete Now’s SEO campaign where consistent optimization efforts led to ranking jumps from page 5 to page 2 and beyond. These wins provide motivation—and help you make data-informed decisions on where to focus next.
Step 5: Keep Improving with Ongoing Optimizations
SEO is never “done.” Plan to review and update your strategy quarterly. Here’s what ongoing SEO work looks like:
- Re-optimize underperforming pages
- Create new pages or blog content to address keyword gaps
- Track competitors for new opportunities
- Monitor for technical issues or SEO warnings
- Collect backlinks where possible (directories, event sponsorships, etc.)
Also, revisit your keyword list at least once or twice a year. As user behavior changes, new keyword opportunities may emerge.
Step 6: Don’t Forget Local SEO
If you serve a specific geographic area, local SEO is crucial.
Must-Have Tactics:
- Fully optimized Google Business Profile (formerly Google My Business)
- Use of local keywords in page titles and content
- Location-specific landing pages (e.g., “Web Design in Cambridge, MA”)
- Regularly updated reviews from satisfied clients
During the Q&A, Donato emphasized that local reviews and fresh location-based content can even influence AI-driven results in tools like ChatGPT.
Bonus Insights You Shouldn’t Miss
Here are a few additional takeaways from the webinar to round out your SEO playbook:
Optimize for AI Search (ChatGPT, Bing Copilot, Google’s AI Overviews)
AI tools are already influencing discovery. Follow traditional SEO best practices—like creating high-quality, well-structured content and earning reviews—to increase your chances of appearing in AI-generated answers.
UX Is Part of SEO
Search engines reward good user experience. Pages that are easy to read, mobile-friendly, and fast-loading help lower bounce rates and keep visitors engaged—both positive signals for SEO.
Repurpose Your SEO Content
SEO-optimized blog posts or landing pages can double as email newsletters, LinkedIn content, or even slide decks. This multiplies the impact of your research and helps you stay consistent across platforms.
Technical SEO Still Matters
Even the best content won’t rank if your site is bogged down with issues. Make sure to:
- Fix broken links and 404 errors
- Use HTTPS and a secure host
- Submit your sitemap via Google Search Console
- Improve page speed and mobile responsiveness
Final Thoughts
In 2025, SEO isn’t just a checklist—it’s an ongoing, strategic process that connects your website with your audience at the right moment. Whether you’re a small business or a growing nonprofit, the principles outlined here can help you build a strong foundation for long-term success.
Ready to Take Control of Your SEO Strategy?
Compete Now helps businesses and nonprofits grow through results-driven SEO services. From keyword research and content strategy to ongoing optimization and tracking, we’ve got you covered.
