We’re nearly at the end of the year, how time flies! Let’s dive into the last-minute changes the SEO landscape has to offer for 2025, and discover how you and your business can stay ahead of the curve.
It feels like every day, AI is getting more advanced, never mind every month when this update comes around! Did you know that ChatGPT’s weekly active users grew 8x from October 2023 to April 2025 and are now at over 800M?!
Let’s recap recent AI updates from November so far, as we prepare for more changes next month!
When AI overviews are implemented in a SERP, year-over-year data has shown a 65% CTR decline in organic search. But this drastic decline isn’t only seen when AI overviews are in place; a 46% drop in CTR for organic search can now be expected, even without AI overviews on the page.
According to data gathered by SEMRush, looking across several LLMs, it has been found that sites ranking in positions 21+ are favoured for related queries around 90% of the time. This could be due to the larger information pool or the fact that relevance is more important to AI systems than SE ranking factors, such as site speed.
This isn’t always the case, as positions 16-20 are barely cited, making organic ranking positions 1-5 more valuable.
AI isn’t all bad, and has actually been benefiting SEO practices too. According to Semrush research, AI search visitors are projected to surpass traditional search visitors by early 2028, so what does this mean for SEO?
AI search visitors (tracked to a non-Google search source such as ChatGPT) are 4.4 times as valuable as the average visit from traditional organic search, based on conversion rate. Therefore, if you can optimise your site to appear in ChatGPT, your conversion rate could quadruple.
Similarly, 50% of links included in ChatGPT responses point to business/service websites, according to this research from SEMRush, which could point to a real opportunity for your business.
Here at Wildcat Digital, we have witnessed this first-hand by receiving 15-20% of inbound inquiries via LLMs such as ChatGPT!
Ready for your business to start punching above its weight online?
Zero-click searches are ultimately the arrow pointing to the drastic changes in SEO.
From AI overviews to AI snippets, local pack results to people also ask segments, elements resulting in zero-click searches are on the rise.
The term zero-click search refers to the ability to find the information the searcher requires without navigating to any other page beyond the SERP.
According to SEMRush, only 41.5% of searches lead to an organic search result click, making optimising for zero-click search increasingly important for SEO.
There are two main methods of targeting this to achieve brand visibility:
At the end of the day, zero-click search is not the end of SEO, but a new path that we need to navigate by fine-tuning our strategy.
The Canva community is going crazy for the new email composer released this month. Canva has focused on ironing out a few creases that commonly appear in other email composers with this tool, such as flagging email-safe fonts.
Let’s look into some pros and cons of the tool.
So, for smaller businesses that need to send one-off emails or create mock-ups, the tool is ideal. However, if you are looking for a composer that can do it all, Canva probably isn’t the workspace for you.
Here are our top tips for staying ahead of the curve as 2025 draws to a close:
Whether you’re the business owner, a director, or the marketing manager, Wildcat Digital can help you realise your potential and get the highest possible value from your online presence. We mould to your team, working in a truly symbiotic way that is tailored to your individual needs.
Get your brand out there with strategic social campaigns that build awareness of your brand, drive traffic, and encourage conversions.
SEO Account Director
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
SEO Executive
Reiss joined the Wildcat Digital team in July 2025, with a background in journalism and digital content, Reiss brings both creativity and technical know-how to the team.
After graduating with a Journalism Studies BA from the University of Sheffield, where he also served as Games Editor and Deputy Editor for the student-run newspaper – Reiss jumped straight into the world of climate tech communications.
Outside of work, Reiss loves crochet, swimming, playing guitar, and diving into both video and board games. He’s always up for picking up new skills and trying new things – which makes him a perfect fit for our team!
Content & Proposal Writer
Liv joined the WildcatDigital Team in June 2025, with a strong background in financial admin and client care, Olivia is taking an exciting step into the creative world – and we’re so glad she’s doing it with us!
She’s currently studying content creation through her apprenticeship with Wildcat, and already bringing fresh energy and creativity to the team.
Outside of work, Olivia runs her own BIAB nail business, loves reformer Pilates, long walks, and is a member of a competitive dance team.
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