SEO is a phenomenal way to cut your ad-costs and pull in high-quality leads organically. Learning the basics of SEO can become the most important bit of kit you keep in your toolbox.
But let’s be real. Freelancing is far more competitive than it was a few years ago. Clients aren’t just going to Upwork and typing “Marketing help” and “Good writers” anymore; clients are looking for freelancers who know how to dominate their space –– on and offline!
Think of SEO as a long-term investment. You do the groundwork and continue to let it pay dividends throughout your future. SEO is in a constant state of flux, so learning the basics is the place to start.
We’ll break down exactly what freelancers should focus on in 2025 to get their start.
- Planning content and measuring results
- Creating search-worthy content
- Using video media to boost SEO traffic
- Earn links and visibility through outreach
Plan your content with tools and measure SEO efforts constantly
Gone are the days when SEO was just stuffing a keyword into a blog post ten times and waiting for magic to happen. Modern SEO analytics is about understanding ‘why’ your audience searches the way they do and then measuring ‘whether’ your content is actually doing its job.
You need tools to do this effectively –– pros and amateurs alike –– in order to keep up with your analytics. There’s some great free and paid tools out there, but we’d recommend checking out these 3 to get going:
- Google Analytics 4 (GA4): The new version of Google Analytics that shows you how people move across devices (desktop → mobile → tablet). GA4 will let you know if people found you on mobile first and what they’re looking at.
- Ahrefs & Semrush: These are the big guns for keyword research, competitor analysis, and backlink tracking. They’re not cheap, but think of them as business investments. Many freelancers even bake tool costs into client retainers.
- AI-powered SEO assistants: Platforms like Surfer SEO or Clearscope are game-changers. They don’t just spit out keywords—they predict how likely your content is to rank and give you a ready-made structure for your article.
Don’t obsess over vanity metrics like ‘page views.’ Focus on actions:
Did someone book a call?
Did they download your free resource?
Send you an inquiry?
That’s the SEO that matters.
Create content that meets active internet search results
We’ve established that clients are just typing whatever into Google. Clients are asking questions they need answered.
SEO best practices take your skills, your greatness, and your expertise, and it makes them known, findable. It empowers them. Clients are being specific, and SEO takes the guess-work out of discovering what they want –– it puts their intent in clear focus.
A couple examples to put things in perspective:
- Someone searching for “best SEO freelancer in Berlin” is looking to hire. That’s your signal to have a landing page specifically optimized for Berlin-based clients.
- Someone searching for “how to optimize blog posts for AI search results” probably isn’t hiring yet—but they could be a future lead who finds your blog, subscribes, and books your services.
Is there a way to cover both examples in one strong shot? Definitely! SEO content is specific to individual search terms, more often than not. This means a clear focus can still speak to two-sides of the same coin: those ready to hire, and those who may need to hire.
- Start by writing pillar pages around your core services.
These are key landing spots for your potential clients to reach on your website, such as “SEO copywriting for SaaS brands” or “Object oriented crash course in C++” - Support these pillar pages with blog posts, FAQs, and how-to guides that answer more detailed questions about both you and the industry you work in.
A clear and concise homepage is great, but a throng of informative articles backing it up is greater. - Use AI SEO assistants for keyword suggestions, briefs, and structure, but always rework and write the content yourself.
Your website is the Encyclopedia Britannica for your future clients to know anything about you, your work and what impacts they have. If their questions are clear and clearly answered, they can build trust with you much faster.
Use videos (and short-form content) to boost SEO traffic
Videos isn’t a ‘nice if you have it’ option anymore –– it’s a major driver in search visibility.
According to ppcprotext, 91% of businesses use video marketing today in some form. Short-form video in particular has come to rule the internet. Competitors that show up in both search results and video feeds are more likely to garner the attention they desire.
Creating video and short-form content doesn’t have to be a slog. Instead of pouring over polished YouTube tutorials, we’d suggest trying:
- 60-second explainers: “3 ____ tips for freelancers in under a minute.”
- Quick “how-to” clips: show your process in action (screen share your keyword research).
- Bite-sized tips on Instagram Reels, TikTok, or YouTube Shorts.
That 1,200-word blog post you just wrote? Break it into five mini-videos, a LinkedIn carousel, and an Instagram story.
SEO isn’t just words on a page, it’s visibility across platforms.
Build your personal freelance brand with SEO-driven content
While anyone can claim their greatness in SEO abilities, solid clients need solid proof.
SEO projects oftentimes take longer than other forms of freelance work.
Let’s face it: anyone can claim they’re “great at SEO.” But clients want proof. That’s where smart content comes in.
- Write a case study: “How I helped a wellness coach triple her blog traffic in 6 months.”
- Publish how-to guides: “Step-by-step SEO for solopreneurs in 2025.”
- Create evergreen landing pages for your services (e.g., “Freelance SEO for small businesses”) that keep bringing in leads.
SEO isn’t just about traffic—it’s about trust. When potential clients see that you’re ranking for your own services, it’s like showing up to a job interview with glowing references already in hand.
Gain relevant links and visibility through personal outreach
Backlinks — the currency of SEO –– are still one of the strongest signals to Google that your content is worth ranking.
These are links that you insert over text, like this, to either quote a specific source, reference a source, or relay relevant info in or outside of your own website. Backlinks are SEO triggers that show attention to details, relevancy to the topic. They build out your page of information, and tie it to other sources of (hopefully) truth.
Strong, SEO-optimised pages may get referenced organically because people are already discovering them with ease. If you’re hoping to have your blogs, website or channels mentioned when others are writing, you can reach out in various ways:
- Pitch guest posts to industry blogs in your niche.
- Collaborate with freelancers who complement your work
- Create free resources (checklists, templates, or small tools) that others will naturally link to.
Remember that quality is greater than quantity. A single backlink from a trusted industry blog is worth more than fifty links from random directories. Much in the same way that a well-written page online is better than an AI dump.
Optimize your website’s technical (and mobile) SEO
Fact: More than 60% of web traffic in 2025 comes from mobile users.
If your freelance website looks clunky on a phone, you’re losing half your potential clients before they even scroll. Many web-builder tools (like Google Sites –– a free resource) offer easy web, mobile, tablet optimization. Always ensure (and test it yourself) that your website and resources look golden on a phone’s screen when publishing.
- Is your site responsive (adapts perfectly on mobile and tablet)?
- Does it pass Google’s Core Web Vitals (speed, interactivity, stability)?
- Are you using schema markup (structured data for FAQs, reviews, how-to guides) so you can appear in rich snippets?
Think of technical SEO as your site’s hygiene. You don’t notice it when it’s done right, but if it’s off, it leaves a bad impression instantly. Maintaining updated info, and ensuring constant functionality, will ensure your page continues to rise above.
AI: the 2025 SEO gamechanger
The most 2025-sounding header yet –– and an important one.
Whether you believe in using AI to structure or write your content, utilizing AI assistants for better comprehension may be a crucial step to consider taking.
AI tools have come a long way, and they’re changing where and how people discover information in web searches. They’re uniquely designed to assist you in understanding (generally) modern keyword and keyphrase usage.
🔹 Utilizing AI SEO assistants is a straightforward step
AI tools can now handle keyword research, build content briefs, and even suggest optimizations before you publish.
Tools like Surfer SEO or Jasper can save you hours of work. But here’s the catch: clients want authentic, human content –– it’s still quite simple to spot AI-generated content.
Use AI to speed things up, but always add your experience, personal examples, and brand voice on top. Think of AI as your assistant, not your replacement, and you’ll be able to start writing effectively faster.
🔹 Optimizing for AI search results
Google’s AI Overviews and other AI-powered search engines are changing the rules of SEO. People are searching through conversation-style topics today, ditching the old ‘Freelance strategy’ search for terms like:
- “What’s the best SEO strategy for freelancers in 2025?”
- “How do I become an SEO expert this year?”
To show up in these results, create content in FAQ and how-to formats.
Break up your text with clear answers, and use conversational language. You’re not just writing for humans—you’re writing for both humans and machines.
Discover how Xolo can accelerate your freelance journey
SEO in 2025 isn’t about hacks or quick wins. It’s about strategy, visibility, and showing clients that you know how to play the long game. An endless process, but it can be a fun one on top of rewarding.
If you’re aiming to work as an SEO specialist in 2025 or beyond, or you simply want to attract more leads for your freelance business, here’s our takeaway:
- Think beyond keywords—focus on search intent.
- Don’t just write—repurpose into video, short-form content, and multiple platforms.
- Stay future-proof by optimizing for AI-driven search results.
Do this consistently, and you won’t just survive as a freelancer in 2025—you’ll thrive.
And when it comes to running the business side of freelancing — handling invoices, taxes, and admin — why not let Xolo take care of it for you?
With Xolo, you get more time to focus on growing your SEO skills, winning-over clients, and scaling your freelance career, without getting buried in paperwork.
Discover how Xolo makes freelancing amazing.
David Bailey-Lauring is the co-founder of Blu Mint Digital, a digital marketing agency headquartered in Tallinn, Estonia. David is passionate about SEO and content marketing and is a proud Xolo customer.