If there’s one thing we hear consistently from candidates working in SEO roles, whether agency, in-house, or freelance, it’s this: SEO isn’t what it used to be. In 2025, the days of keyword stuffing and basic optimisation are long gone. Instead, SEO is now a strategic blend of understanding user intent, delivering quality content, and providing seamless user experiences.
But what does that mean for marketers in cities like Cambridge, Oxford, and the wider East of England, where demand for SEO talent remains strong? Let’s unpack it.
The AI revolution and the search experience shake-up
AI-powered search tools are reshaping how people find information online. From chatbots that provide instant answers to AI-generated summaries that reduce clicks, the user experience is evolving fast. This does raise some important questions:
Does AI reduce the need for traditional SEO roles?
How can marketers future-proof their careers when search itself is changing?
From what we’re seeing in the market, it’s a mixed picture, but mostly optimistic. Yes, AI means fewer users blindly clicking through search results. But it doesn’t mean there’s no need for the people who create and optimise the content AI feeds on.
At Kin Collective, we believe human insight remains vital. AI tools can analyse data and generate drafts, but they can’t replace the understanding of audience pain points, brand voice, or cultural context. Those subtleties still require a skilled marketer.
What employers want now and why it matters
Looking at the SEO roles we’re placing across the UK, and especially in innovation hubs like Cambridge and Oxford, there’s a clear shift in skills demand:
Technical savvy and content strategy in equal measure: It’s no longer about one or the other. A great SEO professional today blends deep technical understanding (like crawl budgets, schema markup, and site speed) with the ability to craft content that genuinely resonates.
Cross-team collaboration: SEO doesn’t exist in isolation. It’s about working with UX designers to improve user journeys, with content teams to align messaging, and with data analysts to measure impact.
User journey focus: Keywords are still important, but the emphasis is on understanding why people search and what experience they need next. This means optimising entire funnels, not just individual pages.
Comfort with AI tools but not dependency: Marketers need to leverage AI-powered SEO tools for insights and efficiency, but not let them replace strategic thinking.
This shift reflects what we hear from clients and candidates alike — employers want adaptable, curious SEO professionals who can lead through complexity, not just follow checklists.
The challenge for SEO professionals
With AI’s rise and shifting expectations, SEO professionals face a dilemma: how to stay relevant? Some may worry about roles being automated or diminished. Others might feel overwhelmed by the pace of change.
From our recruitment perspective, the key is mindset. Those who succeed in 2025 will be:
Continuous learners: Embracing new tools, testing approaches, and staying curious about how search behaviours evolve.
Strategic thinkers: Seeing SEO as part of a broader marketing ecosystem, not just a siloed task.
Customer-centric: Always asking what the user needs, not just what the algorithms reward.
What does this mean for marketing jobs across the UK?
Cambridge and Oxford, with their concentration of tech companies, scale-ups, and research organisations, are hotspots for innovative marketing roles, especially in SEO. Here, businesses understand that SEO is a long-term investment in growth, reputation, and customer engagement.
As recruiters, we see a growing demand for SEO experts who can bridge the technical and creative divide. Roles that require not only optimising for search engines but also building holistic content strategies that align with brand values and user expectations.
The future of SEO? It’s human + machine, working together
Looking ahead, Kin Collective believes SEO will continue to evolve rather than disappear. The way people search and consume content will keep shifting, but brands still need to answer questions and solve problems.
Whether it’s a blog, a product page, a video, or a chatbot response, behind it all is a strategy shaped by people who understand users, data, and technology. AI can accelerate the process, but it can’t replace the human touch that makes content meaningful and effective.
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