“In SEO, you’re either evolving or invisible.”
Today’s world continuously evolves, and you must stay ahead of the trends. The SEO world is dynamic. Search engine optimisation plays a major role in driving organic traffic and maintaining a good ranking on search engines. Google’s algorithmic updates are constantly happening, and those are the rules. Maintaining an online presence and staying up-to-date requires you to follow the best SEO experts in the industry.
Keeping abreast of SEO advancements and industry standards can help in:
- Refining your SEO strategies
- Boosting your search rankings
- Ensuring your website’s success
These experts are not only sharing simple advice—they’re pioneering the future of search. By following these SEO professionals, we get early updates on algorithms and strategies that work today and firsthand insights into SEO’s future.
In this post, we are highlighting the SEO industry leaders to follow in 2025—the ones who provide leading-edge knowledge and validated approaches.
Let’s dive in and future-proof your SEO game!
List of Best SEO Experts in 2025
Keeping updated with SEO developments is a must-have for digital marketing experts. Using the industry’s top SEO experts will help you learn the best practices. Here’s the definitive guide to top SEO experts to follow in 2025.
1. Neil Patel
Why Follow:
Neil Patel is a pioneer in digital marketing. He is an authority on:
- SEO
- Content Marketing
- Conversion optimization
He shares resources at no cost, such as his blog and podcast, that offer practical SEO strategies. Patel’s extensive tools, like Ubersuggest, have significantly boosted the SEO performance of many businesses.
Expertise:
- SEO
- Content marketing
- Growth hacking
- Keyword research & analytics
Where to Find Him: Website, X, LinkedIn, YouTube
2. Dan Petrovic
Why Follow:
Dan is an Australian SEO expert. He is renowned for his meticulous SEO technical skills and strong emphasis on fact-based choices. He regularly imparts knowledge on algorithm updates and SEO analysis. He also prioritizes user satisfaction, integrating SEO with business objectives.
Expertise:
- Technical SEO
- Data-driven strategies
- SEO audits
- User experience (UX)
Where to Find Him: Website, X, LinkedIn
3. Jon Cooper
Why Follow:
Jon Cooper is renowned as a link-building specialist. His blog is like a gold mine of information about all aspects of link building. He often publishes tutorials on link acquisition and engaging the community, leveraging his keen understanding to help anyone looking for search engine optimization success.
Expertise:
- Link-building
- Outreach strategies
- White-hat SEO techniques
4. Brian Dean
Why Follow:
Brian is the founder of Backlinko. He is renowned for his effective SEO techniques and development plans. He is an outstanding educator in the SEO industry, sharing simple yet impactful strategies for elevating search rankings. His content is focused on backlink building, on-page SEO, and content refinement.
Expertise:
- Link-building
- Content optimization
- On-page SEO
- User experience
Where to Find Him: Backlinko, X, LinkedIn, YouTube
5. Rand Fishkin
Why Follow:
He is the founder of Moz and SparkToro. He is a key player in SEO. He focuses on data-centric marketing and consumer insights. He is a reliable source for comprehending the transformative nature of search. He also addresses the moral implications of SEO, promoting ethical, user-friendly content.
Expertise:
- SEO
- Marketing Technology
- User-centric SEO
- Data-driven strategy
Where to Find Him: SparkToro, X, LinkedIn
6. Marie Haynes
Why Follow:
Haynes is an expert on Google penalties. She specializes in algorithmic modification. She has helped many websites recover from algorithm penalties. Her in-depth study of Google updates is crucial for anyone navigating the SEO landscape. She also posts about Google manual penalty recovery methods that help websites regain rankings.
Expertise:
- Algorithm updates
- Google Penalties
- SEO recovery
- Expertise, Authoritativeness, Trustworthiness (E-A-T)
Where to Find Her: Website, X, LinkedIn, YouTube
7. Aleyda Solis
Why Follow:
Aleyda Solis is an SEO specialist. She specialises in enhancing websites’ online visibility in distinct languages and nations. She provides expert guidance on:
- Mobile-first indexing
- Website migrations
- Multilingual SEO strategies
She is also a newsletter publisher and a contributor to multiple SEO books.
Expertise:
- International SEO
- Mobile SEO
- Site migrations
- SEO audits
- Content strategy
Where to Find Her: Website, X, LinkedIn
8. Lily Ray
Why Follow:
Lily Ray is the Senior SEO Director at Amsive Digital. She has become a top authority on Google’s E-A-T guidelines. She thoroughly analyzes Google updates and critical factors influencing content integrity. She focuses on creating high-quality, engaging content, combined with strategic SEO implementation. She has helped numerous businesses understand how Google assesses quality.
Expertise:
- Expertise, Authoritativeness, Trustworthiness(E-A-T)
- Content SEO
- Google algorithm updates
- Search behavior analysis
Where to Find Her: Website, X, LinkedIn, YouTube
9. Matt Cutts
Why Follow:
Matt Cutts is a former Google executive. He is a prominent figure in this industry. He led the Google Webspam Team. Although not as active, his past contributions to understanding Google algorithms and Webspam remain influential. His grasp of Google’s website evaluation criteria is still foundational for SEO professionals.
Expertise:
- Google algorithms
- Webspam
- Search engine ranking factors
- SEO fundamentals
Where to Find Him: Website, X, LinkedIn, YouTube
10. Barry Schwartz
Why Follow:
He is the editor of Search Engine Roundtable. In his blog, he posts timely updates on:
- Google search algorithm changes
- Trends in SEO
- Latest SEO news
He’s often the first to report on new developments, establishing his Twitter feed as a valuable resource for SEO professionals.
Expertise:
- SEO news
- Google algorithm changes
- Search Marketing
- Industry trends
Where to Find Him: Search Engine Roundtable, X, LinkedIn
11. Marissa Mayer
Why Follow: Marissa Mayer is the former CEO of Yahoo. She is a former Google executive and one of the first employees at Google. She had a lasting mark on the advancement of Google’s search technology. Currently, she is prioritizing other endeavours, but her interpretation of how search engines function and the future of Google’s search algorithms is valuable for SEO enthusiasts.
Expertise:
- Google search technology
- User experience
- Search algorithms
Where to Find Her: X, LinkedIn
12. Cyrus Shepard
Why Follow: Formerly of Moz, Cyrus is an experienced SEO expert who regularly provides detailed insights on:
- SEO best practices
- Content optimization on
- User engagement
- Link-building
- Site audits
- SEO testing
Expertise:
- SEO strategy
- Site audits
- Content SEO
- Keyword research
Where to Find Him: Website, X, LinkedIn
13. Robert Scoble
Why Follow: A tech innovator and business leader, Robert Scoble, shares insights on next-generation technologies like AI and how the future of search is defined by them. Not entirely an SEO expert, his commentary on technological trends in SEO and search algorithms provides valuable insights to explore evolving trends in digital marketing.
Expertise:
- Emerging technologies
- Artificial Intelligence (AI)
- Digital marketing innovation
Where to Find Him: Blog, X, LinkedIn, YouTube
14. Matt Diggity
Why Follow:
Matt is the founder of Diggity Marketing. He specializes in affiliate SEO. He is known for his advanced SEO and backlink approaches. He frequently publishes case studies and actionable SEO tactics.
Expertise:
- Affiliate SEO
- Link-building
- Advanced SEO techniques
- SEO case studies
Where to Find Him: Website, X, LinkedIn, YouTube
15. Glenn Gabe
Why Follow: Glenn is a seasoned SEO consultant. He is renowned for his knowledge of Google algorithm refinements and how they influence rankings. He frequently presents examples of the site in action that have experienced changes due to Google’s algorithm updates, providing detailed insights and practical recommendations.
Expertise:
- SEO strategy
- Google updates
- Algorithm analysis
- Search marketing
Where to Find Him: Website, X, LinkedIn
Criteria for Selecting the Best SEO Experts
Selecting the best SEO expert is about finding a strategic alliance that can provide a tailored approach per your business goals and knows the intricacies, rather than someone with impressive credentials. Here are some essential considerations:
1. Experience in the Industry
The SEO expert must have relevant experience in the specific industry or niche. Even with the same SEO principles, each niche comes with its challenges. A professional with prior experience in the industry can develop more customized approaches that yield significant outcomes.
2. Influence & Thought Leadership
Elite SEO experts are often recognized as the leaders in the field. They set the SEO trends by engaging in industry debates. A top-tier SEO professional will provide regular guidance and perspective via numerous means, like conferences, webinars, and industry podcasts. Following these SEO thought leaders keeps us ahead of the curve.
3. Proven Track record of Success
An expert’s track record demonstrates their abilities. Seek someone with demonstrable achievements and verifiable results, such as case studies, testimonials, etc. A strong performance history means the expert’s effective strategies result in quantifiable outcomes.
4. Contribution to SEO Education
The SEO experts go beyond optimizing websites — they diligently mentor others. Leading SEO experts drive the advancement of the SEO field through:
- Blogging
- Creating online courses
- Speaking at industry events
Their contribution indicates their SEO expertise, as they guide and assist others to succeed. Maintaining a blog demonstrates their commitment to the field, which is encouraging.
How to Find the Best SEO Experts
Identifying a good SEO influencer is the fundamental approach to enhancing your digital footprint and being at the forefront. Despite the abundance of SEO thought leaders, how can you determine the best? These are some aspects to be considered while choosing an SEO expert who advances your desired outcomes:
1. Technical Expertise
A good SEO expert should possess deep technical SEO expertise. Technical expertise covers the following:
- Site architecture
- Mobile Optimization
- Page speed optimization
They must troubleshoot and rectify technical problems that are affecting your ranking. The expert must know the following tools:
- Google Search Console
- Google Analytics
- Site audit tools
2. Strategic Thinking & Planning
People generally think SEO is for ranking only, but it’s a set of actions strategically aligned with business goals. Top SEO professionals must have crafted extensive plans beforehand, covering every aspect of SEO—from on-page optimization to content marketing and backlink building. They must be progressive and stay agile with algorithm changes and trends.
3. Communication & Transparency
An SEO thought leader should operate with transparency and provide clear communication. They must explain their strategy clearly, making it easy for you to understand the purpose, progress, and results. Experts who make vague promises are often a red flag.
4. Services & strategies
SEO professionals specialize in different SEO areas. You must look for the following services provided by them while looking for an SEO expert:
- Keyword research
- Content optimization
- Local SEO
- Technical audits
- Link-building
Their proposed strategies must align with your business goals. A great SEO professional will modify their approach per your needs and target audience.
5. Cost & Value
SEO is like an investment. You must verify that you’re getting value with this investment. While the lowest price may be appealing, highly skilled SEO professionals may charge a premium. You must look for value for money—an SEO professional providing you with:
- Quality results
- Long-term strategies
- Ongoing support
Ask for the model's pricing and ensure that it suits you.
Key Takeaways From These Experts
You gain an invaluable perspective by following the tactics of top SEO experts in 2025. This can help navigate the evolving world of search engine optimization. From the insights gathered by the above experts, the following are the key takeaways and best practices:
Latest SEO Trends & Algorithm Updates
- Stay Updated On Google’s Algorithm Changes
Many experts underscore the necessity of tracking Google’s ranking changes. These updates frequently alter the dynamics of SEO, and industry leaders emphasize algorithm updates, specifically in core web vitals, E-A-T, and page experience signals.
- Emphasis on User Experience (UX)
User experience is paramount. Google is boosting its proficiency to track user behavior on your website. So, it’s necessary to enhance mobile, fast-loading pages and intuitive navigation.
- AI & automation
Experts are tracking advancements in AI and ML, which can greatly influence SEO. AI-based tools facilitate content creation, keyword research, and rank prediction. Experts suggest adapting to the technologies.
Best Practices for On-Page & Off-Page SEO
- On-Page SEO: Brian and Matt regularly emphasize optimizing the on-page SEO elements, namely meta titles, SEO descriptions, headings, and image alt text. Lily and Brian stress that content should be in-depth, appropriate, user-centric, and SEO friendly.
- Off-Page SEO: Jon Cooper and Matt Diggity are masters of backlink building. They emphasise the importance of earning links from trustworthy sources and leveraging them effectively, rather than simply aiming for many links. A sound strategy requires networking, collaborations, and guest blogging, confirming that links derive from relevant and reliable sources in your niche.
- Social Signals & Brand Mentions: Rand Fishkin frequently underscores the value of brand mentions and social activity as a secondary ranking factor. Even without a direct link sharing, mentions can optimize your website’s structure, content, and online reputation to rank higher in search results.
Effective Keyword Research & Content Strategies
- Keyword Research: Neil Patel and Shepard emphasize a good, robust keyword research strategy. Using tools like Ubersuggest, Ahrefs, or SEMrush makes you leave your mark by finding long-tail keywords. In addition, semantic search is getting more prevalent, and improving ranking across relevant keywords, not just identical matches, is essential.
- Content Strategies: Content drives success. Brian and Aleyda consistently emphasize the crucial importance of crafting compelling and valuable content. This includes in-depth, comprehensive blog posts, tutorials, case studies, and dynamic content like graphics and videos. Engaging content leads to high user retention, which Google values in its ranking algorithms.
- Content Refresh: Marie Haynes and Lily Ray suggest revising outdated content is a successful tactic. Long-term success is facilitated by rewriting and refreshing outdated content to stay current with SEO trends.
How to Stay Ahead in Google Rankings
- Focus on E-A-T: These experts' crucial point to establish is E-A-T. Google is prioritizing high-quality, reliable information. Matt Cutts and Marie Haynes advise building author credibility, link authority, and maintaining the accuracy of your site's valuable content.
- User Intent: Search intent is a commonly discussed topic. Jon Cooper and Cyrus Shepard highlight that your content should align with user expectations. Tailoring content for the user, keyword intent will help boost your performance.
- Technical SEO: Dan Petrovic and Matt Cutts emphasize that technical SEO is equally important as content and link-building. The following practices help in boosting rankings and overall performance:
- Optimizing the site’s speed
- Mobile Responsiveness
- Fixing crawl issues
- Site audits
- URL optimization
- Avoid black-hat SEO: Rand Fishkin and Ayeda Solis warn against using strategies like:
- Keyword stuffing
- Hidden text
- Buying links.
These strategies may provide short-term results but may result in long-term consequences.
Conclusion
Pioneering in the SEO field is about continuously evolving and improving your approach in 2025. By following the best SEO experts, you can optimize your website for the changing digital world. Along with valuable SEO insights, these experts also impart the knowledge required to stay up-to-date with algorithm upgrades and SEO best practices.
Using the guidance of experts will enable you to develop and implement a robust SEO plan that:
- Drives traffic
- Boosts your rankings
- Supports your business growth
Therefore, follow these experts immediately and strategise for success in 2025 and beyond!
